How to build awareness that drives the consumer to buy
On average, people spend 2 1/4 hours online per day on Social Media. Facebook is usually the platform which consumes most of their time, however, depending on your strategy, the majority doesn’t always equate to your demographic. An example; if your brand would like to access the 27 to 34 year old audience who wants to maintain a healthy lifestyle, I would suggest Instagram as your main touchpoint.
Regardless of the Social Network you choose, one of the main elements to any successful network is Content. It’s the fuel to your marketing engine and has been since the beginning of the marketing industry. Newspapers, Radio Broadcasters and TV Newscasters are all content creators, the difference between them and the Instagram Influencers is the type of media.
What’s on your Facebook?
With these expectations, it’s important for companies to understand their users and give them what they want, content. If you’re new to Social Networking, it’s better for you to scale your approach by sharing existing images and videos because there is no shame in collaboration. We are currently managing a global food brand and Buzzfeed has been instrumental with increasing their audience. Their page Tasty makes direct revenue from all the videos they produce, which is different for most FCMG companies, they make money from selling products in a physical location. Even if you have a multimillion dollar budget, you should still curate content with influencers. Sadly, a bigger budget does not equate to more sales. You are fighting for a place on my newsfeed, not just my like. #VanityMetrics
Collaboration is more effective
For AC Marketing, we have a four step approach to Digital Marketing and Creative is the step where we make digital assets for our clients. To reduce the effort for both parties, we separate the content into Maintenance and Campaigns. This helps us minimise the back and forth because maintenance content is viewed as the day to day links/images/videos that keep your audience aware that you’re around. The equivalent of a Coca Cola billboard in the midst of traffic that drives the consumer to pick up the soft drink without knowing why.
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