Your customers don’t come to your website or your own social channels (such as your Facebook brand page) to discover whether what you offer meets a need or fulfills a desire they have. Instead, people discover you mostly through ads and word of mouth (WOM). To spread your message to a new audience, update your understanding of "reach channels" to include not only traditional tactics such as TV, search, and print but also the three key social tactics for this phase of the life cycle: influencer marketing, advocate marketing, and social advertising.
In my most recent research report, I examine how these different reach tactics are related and how you should balance trust and targeting in your social reach strategy. Specifically, there are four categories of contributors create content on your behalf:
Your marketing team uses social ads to target your prospects and customers precisely.
Employees, resellers, and partners share their experiences with your prospects.
Your customers relate to your prospects as peers.
Influencers shape the conversation about your solutions.
Today, Facebook announced a new road map for its social advertising solutions. Over the coming months, Facebook will evolve its ad offerings to:
Focus on business objectives. “Do Facebook advertising” is not a business object unto itself. Social advertising broadly, and Facebook advertising specifically, is just one piece of a broader mix of options to reach new audiences. Facebook plans to help marketers align their spending to their business objectives by offering solutions specifically for brand marketers, online retailers, and other types of advertisers.
Make social ads more social. Facebook’s data shows that ads on its site work better when they contain a social component (e.g., ‘your friend Nate likes this brand’) — so soon, all Facebook ads will contain social elements by default. This is part of a larger trend to make social advertising more personal than traditional display advertising.
Simplify its advertising options. As Fidji Simo, Facebook Ads Product Manager, said today, "it should be simpler." Today, Facebook offers a veritable Chinese menu of ad units that frankly confuse most marketers. To simplify ad buying, Facebook plans to slash its existing number of ad units in half to create a simpler ad-buying experience.