Facebook is by far the most popular social media platform in the world today. The most recent report revealed that Facebook has now surpassed 2.3 billion monthly active users. The growth does not look like stopping anytime soon with a growing number of internet users all over the world.
Plenty of companies, both small and large, have managed to extract an enormous rate of return on their investment in FB advertisements. With that said, many companies miserably fail on their Facebook advertising campaigns.
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In this article, we will look at some case studies of people that took their companies to new heights via Facebook. You can get some useful insights by learning from their success stories.
Proven Facebook Marketing Tactics that Helped Companies to Grow
We have chosen case studies from diverse industries. The objective of picking various industries is to show how one should adjust their strategies based on the nature of the market.
- Ace Hardware managed to increase their engagement and profile traffic by 350%
Mark Low, a man handling advertising campaign for Ace Hardware, wanted to bring out a new message to their audience via Facebook. Mark came up with four tactics that renovated their profile, leading to 350% profile traffic increase, double engagement with an average of 72 likes and comments per day, and 26,000 more followers. Here are those four tactics:
a. Younger audience
The customers of Ace Hardware are in the age-group of 35-50. However, Mike notices that 63% of their followers were in between 13-34. His team came up with posts that were catered to 25-50-year-olds and reached them via display advertising. The interest target proves to be useful for them as they were targeting people who are interested in Grilling, HGTV, Gardening, Home Repair.
b. Interactive, fun, and helpful
They introduced additional navigation pages like Helpful Place and Spring Guide. These beautifully-designed pages were full of links that take users to their weekly contest, seasonal content, reward programs, mobile offerings, and more.
c. Context and consistency
The team launched “I will” app, which allowed their followers to personalize their statements. For instance, they were allowed to fill in the gaps like “ I will [just plant trees] this summer, and then I will [hang out with my buddies]..” They encourage their followers to engage in leisure discussion and consistently posted relevant information that offered value to their users.
d. Dedicated IT Team
One needs skilled IT professionals to create beautiful graphical interface and apps. Ace managed their page with the IT Team support.
2. New Belgium Brewing Company localized their brand through Facebook
A creative director of Colorado-based New Belgium Brewing Company, Melyssa Glassman was able to meet her sales goals 50% more quickly than expected by integrating Facebook marketing. Her campaign led to generate more sales, making the company #2 best selling IPA, got 7,000 new social media followers, and 100,000 unique visitors on her microsite.
Her primary aim was to localize the brand and here is how she did it:
- Consumer research
She carefully did her homework and found the traits of an ideal craft beer consumer:
- More progressive
- Men in 30s
- Urban dwellers
She found that her audience was not perceiving New Belgium Brewing Company as a local brand. The craft beer drinkers usually support local sellers. The sales reps of a company, also known as beer rangers, worked on connecting local reps to the local audience.
The story was created by naming the beer, “Ranger IPA” and telling the story of the company’s beer ranger. The reps portrayed the image of a forest ranger to emphasize hoppy character.
b. Hosted a microsite
The name of the microsite was “Rangerland” and was responsible for getting the majority of traffic from the image of ranger in a bike. There was an incorporated interactive map that said: “Find Your Ranger.” The hop contained the image of a local rep.
The company uploaded a video of three team members as forest rangers for engaging the audience.
c. Integrate map on Facebook Page
The aim of the integration was making followers able to connect with their local rep. They created the Rangers tab and huge images tab on the left. The local rangers also have their profiles.
d. Point-of-Sale Promotion
The team worked to host 250 local events all over the country by giving away beer glasses, branded shirts and so on. These events were further promoted on Facebook to multiply its effect.
The team went to stores and created signage and special case displays, focusing on building an image of a beer as “IPA the Beer Ranger Way.”
A life-sized cardboard display was created to allow customers to pose as a ranger. The people loved this idea.
e. Print and website promotion
The team invested in the print advertisement along with the microsite URL. It helped the company is gaining momentum. The group regularly uploads 4-5 linked images to funny videos and a product image.
3. Moosejaw saw a spike in their sales by 15%
Moosejaw is a retail company. Gary Wohlfeill took charge for Moosejaw along with their team to bring results for Moosejaw. They used Twitter, Facebook, and mobile SMS for their campaign. The campaign was successful and bought terrific results for them.
The got 45% more Twitter followers, totaling to 5,600+ followers. Their Facebook fan following surpassed 20,000, which is 31% increment in the following. Their sales increased by 15% and got many positive feedbacks.