Did you know there are more than 3.19 billion active users on social media worldwide? According to Smartinsights.com, that figure is up 13% year-on-year. This reveals a huge pool of prospective customers to tap into and explains why social media platforms like Facebook have become a crucial communication channel for brands in a plethora of industries. Most brands utilise Facebook pages to improve their exposure, start new conversations with users and drive those all-important conversions.
Facebook is by far the most popular social network. As of April 2018, it had an active user base of more than 2.2 billion – more than two-thirds of the entire global social media community. If your brand is yet to venture into the engaging world of Facebook, what are you waiting for? Here are just some of the arguments for using a company-operated Facebook page to build B2C relationships via organic and paid means.
An extension of your brand’s online customer service
Brands that provide top-notch customer service are those that tend to stay the course. They are capable of resolving issues for customers, maintaining consistent brand experiences and ensuring they will become repeat customers, despite any past problems. Customers have free reign to post comments on your company’s Facebook page, and it’s important that no messages go unnoticed – positive or negative. The newest, burgeoning industries in our world are utilising Facebook to enhance B2C relations. In the world of iGaming, online casinos are increasingly promoting “24/7 customer support”, with Facebook and other social platforms now an important strand of their communications strategy. Genesiscasino.com is one such operator that not only has a Facebook page, but is also active on YouTube, Instagram and Twitter too. Customers that game online are almost certainly going to be active on social media, so covering these mediums is certain to pay dividends.
Solve common problems for your target demographic
The freedom and flexibility of operating a Facebook page for your brand mean that you can post about anything you like. If you’re looking to build trust and engagement in your brand, it’s a good idea to use Facebook as a portal for discussing frequently asked questions and resolving everyday problems your target demographic may encounter. This may involve using your product(s) or service(s) and can be a good entry point to introduce your business offering without it appearing like a sales message.
Serve highly-targeted ads to users based on similar interests and likes
If you have wasted money in the past advertising to prospects online, you will be pleasantly surprised to hear that Facebook offers one of the best opportunities to get your brand in front of the right people. Its granular approach to advertising on Facebook allows you to hand-pick who sees your advertising messages, right down to an individual’s interests, location, age and much, much more. It’s a chance to make your advertising budget work harder and start conversations with consumers most likely to convert in the short and long term. Bigcommerce.com outlines how to build custom audiences by targeting two categories of consumers – cold traffic and retargeted traffic.
It’s a chance to have fun and experiment with other forms of media
Finally, Facebook is your brand’s platform to showcase its personality, as well as its skills and expertise. Don’t be afraid to have some fun with it. Few people use Facebook with the primary intention of connecting with brands. They use it to socialise with friends and find new sources of entertainment. If your company’s Facebook page can infuse a layer of fun into its communications, it can go a long way to starting new B2C relationships. Dummies.com recommends posting relevant yet humorous photos or videos that could go viral and generate organic user engagement.
Ultimately, if your social media marketing objective is to enhance brand exposure, develop a community, provide attentive around-the-clock customer service and simultaneously promote your services, Facebook is a great platform for any B2C campaign.