Facebook Remains Dominant Force in Digital Strategy, Consumer Behavior

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facebook-dominant-force-digital-strategy-consumer-behavior-1Digital strategy is the best way to prepare a company’s infrastructure so that it will be positioned to compete in all facets of its market. According to a recent study, Facebook remains the dominant force in both marketing strategy and consumer behavior. This provides good evidence to include Facebook marketing as part of an overall digital business strategy.

A whopping 97% of social marketers list Facebook as their most used and useful social network.

83% of social marketers buy ads on Facebook.

94% of consumers surveyed use Facebook.

The top reasons consumers use Facebook are to engage with friends and family, share information with family and friends, and find entertainment.

  • 79% of consumers have used Facebook Messenger.
  • 71% of consumers like or follow company pages on Facebook.
  • 64% of consumers have used Facebook Groups.
  • 47% of consumers surveyed used Facebook Live.
  • 40% of consumers watch the most video on Facebook.
  • 39% of consumers have sent a message to a brand on Facebook.

Digital Strategy Opportunities for Business

A company’s digital strategy incorporates the entire operation, not just the marketing department. It’s no longer sufficient to simply tack on digital technology to business operations.

A business runs most profitable when every consumer touchpoint is carefully considered, then new operational processes are implemented to improve the customer experience.

One of those touchpoints is Facebook. The study reported that marketers’ primary goals for Facebook are “building brand awareness” and “increasing community engagement.” These are broad terms that take some further deconstructing. Each type of business will have its own goals, strategies and KPIs (Key Performance Indicators).

There are strategic marketing differences depending on the size and location of a business, and if it’s B2C or B2B. Each type’s digital strategy will be similar in some ways but very different in other ways, which makes it challenging for some companies to use Facebook successfully.

Content Strategy: Give Customers What they Want

When it comes to content (an integral part of your digital strategy) the study’s data provides an outline for businesses to create content that consumers want.

  • 72% would like to see discounts or sales.
  • 60% want content that showcases new products and services.
  • 59% want posts that teach something.
  • 49% want posts that inspire.
  • 41% want posts that announce what’s happening at the company.
  • 37% want posts that tell a story.

Every business has its own challenges and opportunities on Facebook, and every social network is a unique and ever-evolving ecosystem. More evidence that an ever-evolving digital strategy is needed to compete in this highly saturated space.

Channel Digital Strategies to Achieve Business Goals

Each specific type of business has can create strategies to increase brand awareness and community engagement while aligning with their specific customer’s needs. The following are examples of digital strategies that can help a business achieve its goals.

  • Solopreneurs can focus on promoting personal brand value.
  • Small local B2C businesses (such as restaurants or clothing boutiques) can use Facebook Custom Audiences to laser target buyers and utilize Facebook Messenger to bring them closer.
  • Small B2B businesses (such as print shops, accountants or lawyers) can utilize their email database to create new Facebook audiences and invite them into their community.
  • Larger B2C companies and brands can engage employees in their content marketing strategies thereby illustrating the company’s unique culture or personality.
  • Larger B2B companies can also engage employees in their content marketing strategies by developing employee advocacy programs. Working in tandem with sales managers and their teams, marketing content illustrates their expertise and promotes thought leadership.

Don’t Ignore Facebook Ads as Part of Digital Strategy

Facebook is the top social ads platform.

83% of marketers buy ads on Facebook. This coincides nicely with the consumer data I mentioned earlier: 94% of consumers surveyed use Facebook. Given this data, Facebook ads can be a powerful tool to grow your business.

Digital Strategy Supports Omni-Channel Experience

An omni-channel customer experience is made up of individual customer touchpoints, over a variety of channels that seamlessly connect, allowing customers to pick up where they left off on one channel and continue the experience on another.

Many companies are catching onto the fact that customers will choose a great experience over a specific product.

Customers expect an omni-channel experience and those companies positioned to provide it will surpass competitors who are not. A digital strategy will ensure you’re delivering a top-notch customer experience and support the future growth of a business.

As always, please get in touch with me if you’d like help with digital strategies to grow your business. Just click the “Get in Touch” button at the top of this page!

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