When we first talk with new clients we explain that social networks are basically databases and therefore the rules of direct marketing also apply to social media marketing.
Then we explain this again, in a bit more detail, then again and eventually, the client tends to agree. So when you are thinking about using social media for marketing, it therefore makes sense to use the principles of data driven marketing, (if you understand them.)
Having spent the last 15 years specialising in this and delivering activity for many of the UK’s largest companies, we can shed a bit of light on how it might work for you.
Actually, you may not realise it, but we can use social networks for a variety of different types of marketing, depending on how we use them.
If we were to use the sharing functions of Facebook, for example, this would be similar to word of mouth or referral marketing. Facebook ads are a bit more like Pay per click marketing on Google and therefore more likely yo generate inbound marketing opportunities.
But…did you know that you can deliver data driven direct marketing through Facebook too?
Here is how you do it.
- In the Facebook Ad Manager, there is a feature called Power Editor (shown above). In order to use this, you need to be using the Chrome browser too.
- Once in the Power Editor, you can access a feature called Custom Audiences.
- Once we have clicked the Custom Audiences tab, this allows us to upload different types of data we already own.
- Facebook matches that data against it’s own database securely and identifies the relevant people in Facebook.
When we place a Facebook Ad, we can choose to allow this to appear only to the people who are in the Custom Audience. In addition, we can also choose to exclude those people instead, meaning we can avoid spending marketing cash on those who have already bought the product or who have unsubscribed from other marketing campaigns.
Here is an example.
We have an existing database of 10,000 records in our CRM platform, with email addresses and phone numbers and we want to target these with Facebook Ads. We create a custom audience by allowing Facebook to match these to all the Facebook profiles. If 2,000 of the emails match up and 1,000 of the phone numbers, we can then choose to just advertise to these 3,000 people.
In essence, we are therefore delivering data driven direct marketing through Facebook.
If you want more advice about how to use social networks like Facebook, Linkedin and Twitter for different types of marketing, let us know in the comments or send us an email at firstname.lastname@example.org and we can make this stuff work for you.