Get the most important digital marketing news each day.
5 CMOs Reveal How They Are Using Facebook To Elevate Their Brands
"It's the front page, water cooler and scrapbook," says one CMO. Here's how he and four other CMOs are taking advantage of it.
If you’re a regular reader of Marketing Land, then you already know Facebook’s reach — 968 million daily users, 844 million mobile users, four billion video views a day.
It’s likely that the very people you are targeting, whether you’re after a B2C or B2B audience, are scrolling through their Facebook news feed at this very moment.
Most recently, the social media site launched a new marketing partner program aimed at technology solutions geared specifically toward small and local businesses — more evidence you do not have to be a major brand with a million-plus followers to reap Facebook’s marketing rewards.
But what should you post? And, what Facebook marketing tools should you be using?
From the consumer-facing website Pet360.com, with more than 200,000 followers, to Facetune mobile app developer Lightricks and ad tech B2B firm myThings — both companies still growing their Facebook audiences — five CMOs share their quick take on how they are using Facebook to elevate their brand.
Five CMOS Give the Fast Take on Facebook Marketing
Pet360 CMO Rose Hamilton
Pet360, on the whole, is a pet parent engagement platform. To engage in the pet parent community, we need to go where pet parents are already spending their time. For us, that community is on Facebook.
With that in mind, we spend a lot of time and energy optimizing Facebook posts. Strong, emoting imagery and graphics give us the best chance to engage pet parents before they scroll beyond the post.
To achieve maximum engagement, we invest in targeted Facebook advertising to improve the audience we’re reaching and engaging with. When we advertise, however, we don’t click the “Boost” button on the post; we open PowerEditor. There we create targeted campaigns where we optimize for specific conversions. PowerEditor allows us to maximize every social dollar we spend.
Lightricks CMO Nir Pochter
We started using Facebook advertising a few weeks after we launched Facetune and haven’t stopped since. It provides a rich set of tools for targeting, reporting and attribution and these features are constantly improving.
The result has been that our mobile user acquisition on Facebook achieved far better results than with any other platform. Plus, the ability to have a central place where we could both advertise and communicate with our users was really effective.
Yext CMO Jeff Rohrs
Facebook remains a critical component in any marketing strategy due to its reach, frequency of use, time on site, and ability to deliver granular audiences through both organic distribution and paid media.
It is the nation’s — if not the world’s — front page, water cooler, and scrapbook rolled up into one. As it continues to grow its mobile shelf space through spin-outs (Messenger) and acquisition (Instagram), the Facebook ecosystem now must also be viewed as a critical channel to reaching consumers on the go.
Smart marketers are realizing this and looking for ways to make their mobile advertising on Facebook as relevant to where you are as who you are.
Bizzabo CMO Alon Alroy
Social media is clearly a significant part of any good marketer’s strategy, but for B2B marketers finding the right niche is crucial.
At Bizzabo we compartmentalize our social channels, ensuring that our voice stays real but also native to the medium itself. As a B2B brand, we find that Facebook’s insights help us understand our community, the different ways to engage fans such as open-ended questions or simply sharing the latest team photo help us grow and nurture our community.
We focus on providing a more personal experience coupled with valuable content, such as our e-books, for our followers to enjoy and share. Facebook allows us at Bizzabo the opportunity to create, curate and communicate directly with our audiences all the while staying authentic to our brand identity.
myThings CMO Shachar Radin-Shomrat
We view Facebook both as a means of sharing content and a marketing platform. As a business-facing company, we use social less as a direct sales tool, and more to connect with the wider community and business partners, as well as current and prospective employees.
However, it can serve both purposes at once and Facebook, in particular, enables us to offer potential partners a glimpse behind the curtain at myThings. More so than LinkedIn or Twitter, it’s a place where people can come to learn about our company and the team behind it.
From a pure marketing perspective, we mix promoted posts highlighting our position as thought leaders with the use of our own retargeting technology to bring visitors back to our site as they browse Facebook.