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Targeting Facebook To Your Customers

Posted By Dave Simon, Tuesday, September 13, 2011

You may be up-to-speed on Facebook in your personal life, but have you applied it to your business yet? Are you hearing from customers and what they want through Facebook? Are you using this social media tool to target specific markets?

Most likely, as an ESA member company, you are no expert on Facebook or any other social media. But you can still take some steps to use these tools, or contract with a company that can help set you up. It's all about personalizing messages to key customers.

Facebook is a way to reach customers without the advertising cost. Depending on the size of the markets your company, you may actually want to personalize pages to segmented local customer bases like banks, churches or higher end homes.

You also want to have the right copy and key words for search engine optimization (SEO) personalized to the local community. If there are critical issues in your city, or you have a specific new product offering, you dial these into your key words.

It's about the personalization – finding exactly what is unique that the customer wants AND you can deliver. Make that connection, and the sale follows.

What's a good message? Well, a good way to start might be to monitor local crime and provide an update to your local customers as a service. Let them know you are paying attention by reporting local burglaries, broken down by zip code. Current customers and potential ones will see that you are on top of things. They, in turn, may share this information with others. Word will get out. You'll build your company's reputation. And the sales should follow.

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