Mobilising your message

We know that Facebook advertising has progressed far enough to deliver us real, tangible results when it comes to sales. It is without a shadow of a doubt a key channel to reach Australian audiences, since according to the recently released Sensis Social Media Report, 94% of us are using Facebook on a regular basis – the majority of us more than once a day. We know that as marketers we can identify our specific target audiences, use a range of content types, and generate tangible results.

But let’s stop focusing on the advertising and selling for a minute to revisit the core intent of Facebook – connecting people and bringing communities together. What exactly is it that connects people? Language, communication, words. Specifically: ‘the message’.

What does ‘selling a message’ mean?

Right now Facebook’s algorithm tends to be skewed to retail – nurturing and channelling consumers through a perpetual sales funnel. It’s very easy to get caught up in what that funnel looks like and how to drive people through it, without thinking about the experience of the user and the quality of the content being delivered. Whatever the strategy is, we must come back to the message or the ideology we are sharing.

Example one: Raising awareness, building and uniting a collective.

This is exactly what we achieved when we worked with our client Catholic Homes to launch ‘Fight For Fair Age Care’. We used Facebook advertising to raise awareness nationwide around pending government changes to age care, compelling Facebook users to mobilise, to act and sign a petition and collectively send 102,145 emails to their different relevant MPs.

How do you sell your message effectively?

In short: unify your audience first.

Facebook’s audience selection is a clever and useful tool when it comes to building and targeting your desired audiences. By carefully selecting, targeting and testing your audience you can really make sure your message hits home, especially if your audience is highly selective.

Example two: Build a community around you.

We found Facebook’s sophisticated targeting capabilities particularly handy when working with Subcontractor’s WA, a group that aims to raise and represent the rights of subcontractors.

When launching their core message, a survey and Facebook presence, we used detailed targeting in our Facebook advertising to place a carefully crafted, high impact, mobilising message in front of this industry group. This ensured that our awareness campaign was both relevant and specific to their chosen audience of subcontractors and their families, as a result we targeted and reached 28,851 people.

What’s the point?

Whatever you’re doing or selling, whether it’s an ideology or a product, it always comes back to the message, and targeting that message to the right people. It’s about communicating with your audience rather than talking at them. We must mobilise, motivate and persuade our communities to act, not just shove hurried sales messages down their throats.