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Birmingham web design company offers advice clients ‘Like’

Written by Brett Sidaway, February 24, 2013

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2 Responses

  1. Interesting article, but how can you be so specific in your targeting for new leads?
    As a B2B business, rather than B2C, an organisation that wants to greatly benefit from a dedicated Facebook campaign surely has to attract and interact with a particular type and demographic?

    Generic type competitions for likes and incentives such as gifts, can fill a page full of likes and shares, but a lot of these will be professional Facebook comp types and kids looking to score freebies. How can this been effective for a B2B sales organisation selling certain type product ranges?

    I agree human style and interesting content is very worthwhile, and I would much rather publish actual interest articles, likely to get shared by my target demographic, rather than generic like or share campaigns.

    Do you judge a company to be successful based purely on the amount of likes they have? Tough one if you are a niche commercial supplier in a limited industry? If your product or service is specialised, why would the vast general public \”like or interact with you\”?

    It also can have a negative impact, as the commercial operation grows though Facebook, more and more people are actively using forms of software to hide adverts and commercial posting. The incentives to like certain pages can be seen as disruptive to many people\’s home feeds. Certainly I have grown tired of certain brands I will never use or want constantly popping up. You risk as a company being tarred with the same brush as a lot of the \”cough\” never going to win operations.

    Many marketers forget that Facebook is used by people in their downtime. Bombarding clients you contact on a weekly basis or more with after work messages can be risky.

    That said I agree that there is huge potential still to be unlocked by companies with Facebook, but the approach has to be balanced.

  2. David Bryan

    Hi Richard, you’ve raised some very interesting and valid points here.

    Regarding targeting a specific demographic, the easiest way in my opinion is to produce great content aimed at that demographic, considering use of interesting media such as videos, infographics etc. Facebook Ads can be very powerful if used properly to reach new audiences. I haven’t seen a more targeted form of advertising and providing the audience is correctly defined and the content presented to them is useful and engaging, it will generate interest. The problem is where users target anybody with the goal of bulk likes and no thought has gone into who will actually be interested in their content or worse where it’s used to just sell sell sell. Equally important, as you mentioned, is frequency and making sure the content is posted at sensible times of the day, so as to not put fans/followers off.

    I do believe however that most people will make a decision as to whether to trust and engage with a brand on Facebook according to how many likes they have e.g. would you put more faith in a brand with 10 likes or 10,000 likes? It’s not quite this simple though as most of us have the sense to contrast the number of page likes with activity and whether the company is also posting new content and engaging with its fans on a regular basis. Establishing credibility has to be a mixture of different factors and activities on Facebook.

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