If you have spent any time trying to market anything, you know that ignoring Facebook FB -1.04% is not optional. However, trying to figure out how to market and what to market is a challenge. To help I took a look at a few Facebook pages of some brands …
If you have spent any time trying to market anything, you know that ignoring Facebook FB -1.04% is not optional. However, trying to figure out how to market and what to market is a challenge. To help I took a look at a few Facebook pages of some brands – large and small for in this case, size most assuredly does not matter. You will see one common denominator. It is the one rule corporate marketing teams use to create effective Facebook campaigns. It is simple, yet often overlooked.
Know Yourself First
To begin with, scroll through the page maintained by Lancaster Insurance out of the UK. They provide automobile insurance for classic cars, and have figured Facebook out, literally. A quick scroll through their page and you immediately understand who they are and what they do. The feed is full of classic car pictures. It is pure eye candy for the classic car enthusiast.
Yet make no mistake, these are not just randomly chosen images. On the contrary, Lancaster uses Facebook to raise brand awareness by increasing customer engagement. “We post lots of pictures but we also will ask questions with the pictures as a way to engage with our audience,” says Richard Morley, Operations Director.
Lancaster has integrated a Facebook marketing strategy into their overall brand marketing perfectly. The page solidly identifies their niche, yet constantly engages customers, and potential customers, who own classic cars. It all boils down to one rudimentary, yet complex, issue. The key to incorporating Facebook into a comprehensive brand marketing plan begins with knowing who you are. Lancaster is a niche automobile insurance provider.
Corporate Giant? Speak to Brand Unity Through Diversity
Another brand who “does Facebook well” is Nike. However, they don’t spend a lot of time pandering to customers. Why? Because they don’t have to. They know who they are. As a global leader in the shoe/athletic apparel industry, their page is all about brand unity. Many posts center around engineering and testing product designs. Customers like this. It’s what sets Nike NKE +1.64% apart.
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Yet they have diversity too. There are separate Facebook pages for other product lines. Those pages target specific content appealing to golfers, runners, swimmers, etc. The fact that Nike can maintain very diverse product pages, and still host a relevant brand umbrella page, speaks to a marketing leadership team that is fully invested in the corporate culture of Nike. They know who they are.
Non-Profits, Market Your Mission
Finally, one more example. Non-profit marketing is tough, simply because the primary method of operation always involves asking for more money. The charity drives, fundraisers, events; all are designed to produce revenue that keeps the charity viable. So how do you transfer that over to a Facebook marketing campaign without looking cheeky? You take a lesson from the March of Dimes.
The mission of the March of Dimes is to improve the health of babies. It only makes sense that their Facebook page echoes the corporate mission. It is a virtual treasure trove of information on how to keep babies healthy. This is information their customers are really interested in. So much so, that the March of Dimes saw a substantial increase in revenue and walker registration from 2014-2015.
So take these examples to heart. Let them marinate in your marketing mind for a while. No matter who you are, Facebook can be a viable part of your brand marketing strategy. You don’t need fancy algorithms, and you don’t need to spend crazy money on a robust ad campaign. You can certainly use those tools to your advantage as you grow, but to begin with, you just have to know who you are.
@steveolenski is a writer who drinks way too much coffee He knows a thing or two about marketing & advertising, too or so he thinks.
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