Social Media: Intercepting Customers Prior to Search

Social media marketing removes the emphasis and necessity of keyword placement and search. Instead, considerations must be made in regards to specific interests and demographics of the target audience. FaceBook marketing provides businesses with the power to choose exactly who is exposed to advertisements, when, and how often.

When customers are seeking products and services, search plays a strong role for marketers in channeling consumers to the products. Despite search engine marketing maintaining its position as a powerful influence in online advertising, there are plenty of instances where potential consumers have an interest in a product or service but have not yet looked into them. While search brings the demand to the supply, social media marketing creates the demand, providing an entirely new angle for marketers. Social web opens the door for marketers to find the customers before they search.

As mentioned in our last blog post, Step aside, Google: Social media is the new search engine, “Compete.com shows Facebook’s traffic is up more than 250 percent this year, with nearly 123 million unique visitors for July 2009. Facebook made history in early 2009 when its number of unique visitors exceeded that of major search engine MSN.”

As social web use increases, the amount of information shared amongst users multiplies. According to recent statistics, Facebook users exceed 175 million people who spend over 3 billion minutes per day on Facebook. Nearly 28 million of them update their status in order to inform friends and family of their daily happenings and interests.

Because each user is in a personalized community, authentic information is shared in those updates, allowing advertisers to target campaigns towards a specific audience of real people, based on their interests. Advertisers have the potential to reach over a million users who list a specific interest in their profile that was targeted. By basing ad exposure on a person’s real interests rather than on keyword targets, a streamlined process for businesses to acquire new customers is created.

Advertising on Facebook is similar to search engine marketing in that it shows reports on the number of times an ad appears, and how many clicks an ad received. However, Facebook provides further information about their target demographic such as age, gender and location of those who clicked.

In addition, results about the target group’s favorite books, television shows, and hobbies are provided as well, allowing advertisers to further narrow the target of their advertisements.

Finding customers in the social web is as easy as joining and participating in social networking sites. Plenty of social networking sites allow businesses and other entities to create a profile, and from there you may build demand, target advertisements and reach a specific audience at the right time, and with the right amount of frequency.