A certain young lady came to my room one afternoon and said “Am selling men’s perfume.” If my memory serves me right she was selling each perfume bottle at K170. The quality of the perfume was unquestionable, it was good. I felt it was worth the price but I still ended up not buying. This lady happened to be my friend’s girlfriend and together they fervently promoted the perfume to a number of people on campus. I started a conversation with the lady and as the conversation went on I asked her two questions. The first question was “have you tried advertising on facebook?” Her response was a blunt no, she had not tried advertising her perfume on facebook. The second question I asked was “are you planning on ordering more of the perfume after what you have in stock is done?” Another no came out of her mouth, I was almost feeling heart-broken at this point.
Anyhow, the main thing I want to talk about is ‘Finding the right people to buy your product’, specifically on facebook. I have chosen facebook for two reasons:
- Facebook is the largest social media platform on the planet. The number of internet users in Zambia as of June 30th, 2016 stood approximately at 3,167,934. The number of facebook subscribers stood at 1,400,000, representing almost half the internet users. (I am an engineer, so am kind of obsessed with numbers… oh and correct numbers don’t lie!)
- I have personally used facebook to promote my product and it has yielded positive results.
So here’s the thing, if you haven’t created a facebook page for your product yet, create one right now! Where else are you going to gain access to over a million people?? Creating a facebook page is a step in the right direction, however it still does not entirely solve the problem of finding the right people for your product or service. The right people can be defined as those who are willing to buy your product and also have the ability to buy. A 15 year old may be willing to buy your K7000 iphone but may not have the ability. A 60 year old senior executive may have the ability to buy your iphone but may not willing to.
To find the right people, I suggest you create a sponsored facebook advert. If you’re serious about selling your product, you will not mind spending a little extra on promoting it. A facebook Ad can cost as low as $1 per day (about K10) so I don’t think there is really any excuse for not trying it out. The first time you create an ad, you might not be so sure the kind of people that will respond to it. The beauty however is that you will get results after the ad campaign is done. You can analyze these results to know exactly who’s interested in your product. Let me show you what I mean by sharing the insights of my ad campaigns.
For my first first facebook ad campaign, I specified my audience to be the entire Zambia. With this ad I was able to reach over 41,000 people from all over the country. Being able to reach such a large number of potential customers is great right? But what’s more important is the number of people that actually engaged in the post which was 1,951. Out of this number, 1,650 were from within Lusaka. Having known this, for my next ad I narrowed down the audience to Lusaka only rather than the whole Zambia. This way I was able to ensure that my ad was seen by a more relevant audience who would actually respond to it rather than targeting a large unresponsive audience. I spent $19 on my first advert and only $10 on my second one but still achieved similar results.
From the two ads, I was also able to tell the age group that was most interested in my product. Results show that people aged between 18 and 24 were the most responsive. There was a great number of people over 65 years of age that engaged in my ads. This was a bit surprising at first but after further investigation I discovered these ‘senior citizens’ were actually aged roughly between 18 and 30 but used fake facebook ages (110 year old female with no wrinkles on her face, really??). Results also showed that slightly more men responded to my ad than women.
With this information, I know exactly who to promote my product to with a higher chance of attaining positive results. By identifying the right people, I spend less money on advertising, I reduce on the time and energy I put into promoting the product and I also increase the likelihood of my product being bought.
So if you have a product or service to offer, consider promoting it on facebook and try to find out exactly who is interested in it. Then you can concentrate your efforts on the right people and convert them into paying customers.
I would like to hear from you, was this article helpful? Please leave your comment below. Thanks!