There is a lot of chatter how social media is no longer a wise decision for businesses to partake in. Some Brands dedicate a lot of time to social media but the return on investment just isn’t there. This certainly holds true for many B2B type businesses, but it is not the case when it comes to e-Commerce companies.
Leo Burnett, the famous advertising executive, had a famous quote about getting recognized. “If you don’t get noticed, you don’t have anything. You just have to be noticed, but the art is in getting noticed naturally, without screaming or without tricks.”
If you are an e-commerce type business, Facebook has the potential for your brand to get recognized. With Facebook’s EdgeRank Algorithm, you might just have to invest money in advertising. With its advanced targeting options, you’ll have the opportunity to put your product in front of the exact demographic that you’re looking to hit.
For example, if you are looking to sell baby clothes, you can target mothers who “Like” BABIES R US on Facebook. They might not have been actively searching for bedding, but once they see your advertisement, your brand is top of mind when their child outgrows its crib.
Does this mean that you’ll be able to generate sales instantly? No. But if you have a solid strategy where you can incorporate meaningful graphics, email capture and re-marketing after a potential buyer clicks on your advertisement, there is a great possibility that you’ll be able to generate sales and beat your cost per acquisition.
Even if you aren’t an E-Commerce company, don’t give up on social media. It can serve for great branding purposes. An apartment complex in Nashville posts gorgeous photos of their community on social media. Do they have a huge following? No. But it serves as a place where its residents can learn about community news while potential buyers can discover what their luxury apartment has to offer.
All E-Commerce companies should consider using Facebook with the imagery that you can show off and the targeting options available. B2B type businesses need to be more strategic how they utilize social. While the return on investment might not be huge, it will definitely keep your brand top of mind.