Tag: target audience

Tips to Leverage Facebook for Business | Position² Blog
Looking to promote your business, enlarge your brand audience? Look no further than Facebook. With a constantly diversifying array of internet users signing up for Facebook, having a showcase on Facebook for a brand, organization, business, company or entity has become as critical as having a website.

Eight Ways to Boost the Visibility of Your Business Page on Facebook

1. Business Overview

Make sure all the information about your business in the following checklist has been included on your Facebook Business page.

In General
- Description(short & long)
- E-mail ID
- Phone number
- Address
- Map
- Ratings & reviews
- Vanity URL
For a Local Business
- Working hours
- Product price
- Parking
- Public transit
- Payment methods
- Specialties
In this example The American Museum of National History improves their Local Business Visibility by providing Facebook users planning their visit with relevant information.

In another example, Vinaka Cafe makes it easier for consumers to access this Local Business by posting information about their specialties, price range, their services and parking availability.

For B2B Business:
- Year Founded
- Awards
- Company Mission
Insite Software added all the basic information that describes their business: the year the company was founded, the address, a short and long description, the products offered and contact information.

2. Call-to-Action Feature

Facebook has added a CTA feature that helps users take actions important to the business. CTA buttons include such basics as Sign Up, Contact Us, Book Now, Shop Now, Play Game, View App, Watch Videos, etc. Businesses leveraging this CTA feature easily drive traffic to their website.

You can track the number of people who have clicked on your Page’s call-to-action button in two ways:
1. Hover over your Page’s Create Call to Action button and then hover over View Insights to see how many clicks have been received in the past seven days.
2. Go to This Week on the right side of your Page and hover over the box that shows the name of your call to action to see how many people have clicked that week.
3. Tabs and Apps

Tabs and Apps can be found below your Page’s cover photo. You can display up to 5 tabs below your Page’s cover photo, and up to 3 apps on the left side of your Page’s Timeline.
1. Tabs come with your Page when you create it and direct people to specific parts of your Page, like Photos and Events.
2. You can add apps made by third-party developers to your Page, build your own, or work with one of Facebook’s Marketing Partners to create a unique app experience on your Page.
You can customize your tab on Facebook.

In this example Dell Software has added a custom tab displaying all the relevant YouTube videos. This keeps the user within the Facebook channel.

4. Image Optimization

In order to optimize the images that are featured on the Page you first need to select the top 9 photos you want on the Page. It’s important to select images that best represent your brand because they are automatically chosen from the Business Page’s default photo album.

5. Featured Video

One of Facebook’s latest update encourages Pages to upload a featured video and show it prominently to people selecting your Video tab. This will also be featured in the About Us section.

6. Video Cards

Create and share personalized Facebook Video Cards.
1. Job Well Done
2. Goodbye
3. You Can Do it
4. Recommend a Client
To check out this feature, log into Facebook and go to the Say Thanks page.

7. Reviews and Feedback

This feature applies only to Local Business pages and will appear below the About Us section. By activating this feature users will be able to read other users’ experiences and ratings of the business. To have a better view of the comments click on the review session in the About Us section.

8. Posting Schedule & Target Audience

To achieve maximum engagement find the ideal time your fans are online and schedule posts accordingly.

Check your Facebook Insights to see when your fans are online. You’ll see data for each day of the week. Ideally, post half an hour before they are online so your post will appear on their news feed by the time they arrive.

Facebook recently added two new targeting options for page posts: Target Interests & Post End Date.

Use Target Interests to direct your updates to a narrowly defined group. You’ll receive greater engagement. Target them by their interests, gender, age, location, behavior, etc. Once you set this up, the Facebook Business Page will appear on users’ newsfeed as per the targeted interest.

Note: This feature needs to be enabled under the general settings at “News feed audience and visibility for posts”.

When you use the Post End Date option, you predetermine your post’s lifespan in the news feed. When the end date passes, the post will no longer appear in a news feed even though it remains on your page. This is an effective way to promote events and other time-specific posts.

These tips can be easily implemented on Your Facebook Business Page and there’s no fee attached to any action.

Stay tuned for the next segment. We’ll talk about how to improve your business with Facebook Ads.
July 15, 2015
Google In The “Micro” Moment
Mobile has changed consumer behavior forever more. It’s now the primary channel used by people to interact with media. What were once predictable, daily online sessions seated before desktop or laptop PCs have been superseded by frequent, unpredictable, instantaneous, on the run, need-based interactions with smartphones – palm up, face down. “We’ve hit an inflection point,” says Jerry Dischler, Vice President of Product Management for AdWords, “where more Google searches are taking place in mobile than desktop in 10 countries, including US and Japan. We think it’s a real turning point in digital adverting and we have been investing in mobile-focused initiatives,”.

What were once conventional “moments of truth” in a consumer journey have since fragmented into hundreds of micro-moments, those intent-driven moments of decision-making and preference-shaping, where today’s battle is waged for a share of the hearts, minds, and wallets of consumers.

It’s a micro-moments when you turn to your smartphone to fulfill a need or answer an “I want…” question, such as:

I want to learn…

I want to buy…

I want to know…

I want to go…

I want to do…

I want to make…

Recent Google research shows how micro-moments have changed the Rules of the Game:
- Of leisure travelers using smartphone, 69% search for travel ideas during spare moments, like standing in line or waiting for the subway. Nearly half go on to book their choices through an entirely separate channel.
- Of smartphone users, 91% look up information on their smartphones in the middle of a task.
- Of smartphone users, 82% consult their phones while they’re in a store deciding which product to buy. One in 10 of those consumers ends up buying a different product than planned.
- Of online consumers, 69% agree that the quality, timing, or relevance of a company’s message influences their perception of a brand. (This is a critical finding.)
FACT: “Near me” searches are sky-rocketing: Google search interest in “near me” has increased 34X since 2011* and nearly doubled since last year. The vast majority come from mobile—80% in Q4 2014. **

Source: *Google Trends, Data pulled March 30, 2015. **Google Data, Q4 2014

Image Source

The Multi-Billion Dollar Question

How to capitalize on these micro-moments?

Identify your target audiences’ micro-moments: Engage with your consumers at points of sale, forums, social media, through surveys and focus groups to understand when and how they research and make purchase decisions. Understand the why, the where and the how of a consumer’s search for information. And don’t overlook the why not.

Deliver the right product or service at the right moment: Research and identify unique patterns of intent. Use search insights to uncover new trends. Then, incorporate search, social, video and display in your marketing strategy to reach consumers at home, in stores, in offices and anywhere in between – any time of day — based on your research.

Deliver context appropriate messaging: This cannot be overstated. Create ads and content that provide custom solutions and answers for the questions people ask. Personalized ads have 10x higher CTR compared to traditional display ads. No one wants to look at or hear conventional, generic advertising on their smartphones. Or, put another way, don’t make smartphones dumb.

Make purchasing easy: Make seamless the transition from research to purchase. Give the consumer multiple ways to buy. Examples: Facebook CTA buttons on ads, Twitter or Pinterest buy buttons or link to a local store “Near You”.

Measure every moment that matters: It’s no longer enough to simply measure the online conversion. With the mobile fragmented path to purchase advertisers need to measure results online, across devices, in apps, and even in stores. Audit your current efforts then test and iterate using new approaches, KPIs and methodologies.
June 9, 2015