Facebook Business Pages and ‘Emotional Products’
At first glance it looks like a bit of a ‘dry’ report – lots of close writing and long words and with a title that includes the word Complexity, I wondered whether it was really going to be too complicated for someone who vows to speak in plain English.
However, I was pleasantly surprised. Once you got past the marketing speak, it was incredibly informative with a real nugget hidden away when it comes to who will get the most benefit from Facebook Business Pages.
Organizations that benefit most from fan pages most are businesses that target the end customer with a very emotional product. Examples from Germany are the Magnum ice cream brand from Unilever, the global consumer good company, or Haribo, a German make of candy. These are extreme examples. But also companies with less emotional products can significantly benefit from Facebook. As soon as customers share their experiences with a product or brand, the brand benefits. Organizations with target audiences that do not use Facebook don’t benefit from the platform. Companies with products for the elderly are an example.
Emotional Products – that’s exactly it. One of the Facebook gurus is touting her new course and she cites a couple of her best examples – a social media for business online magazine and a fitness program. Things which people desire to know more about so that they can benefit financially and physically.
Not many people wake up in the morning and think ‘I must like that home security page on Facebook’ unless there has been some very ‘outside the box’ marketing going on.
But it’s more than that. It’s about identifying where your target market are searching for you. If they’re not on Facebook, then the only reason for having a Facebook Business page is for the SEO possibilities.
This latter is not to be sniffed at as its domain authority can give you a real boost in less competitive markets.
But, when it comes to building a customer base, if they’re not there in the first place, then you’re not going to find them whether you run Facebook Ads, Sponsored Stories or a competition.
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