Online Media Marketing for Indie Developers – Part 3

Posted on : 25-10-2011 | By : Ben | In : White Papers

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We have found Facebook to be an unprecedented marketing opportunity and, although one of the hardest forms of online media to master, it can provide great insights into your consumer that you would otherwise have to pay for.

Establish a strong profile

Your profile page is the first thing that people see when they arrive on your profile and advertises who you are and what product it is.
(Using Facebook For Small Business: The Ins And Outs, 2008)

It’s a balance between telling a story about who your company is and what your products are while ensuring the human element behind your company comes through. Allow your photos and profile information to reflect a narrative about your product, but still keep it spiced with little bits of fun information about the people behind the scenes. (Smith, 2007)

We found having a separate ‘home’ page which was set up like our website with static articles and our ‘wall’ which contained our interactive material, created a fairly strong profile for us. Our viewers were able to get the story about the company and the products we were providing whilst we were able to show our ‘human side’ with the posts we placed on our wall.

Smart branding

By keeping your ‘home’ page a visual extension of your main website, you are able to create brand awareness and familiarity with your consumers. You can also create custom tabs that are a visual extension of your Facebook page and creates an interesting area for your consumers to browse your products. (Porterfield, 2011)

Our logo was our connecting feature between our website and Facebook page as it was difficult to carry over the same visual theme from our website.

Content Management

As with Twitter, you will want to be consistently updating your profile with useful and relevant information that will interest your consumers. Be careful not to spam your profile as that is a quick way to turn your consumers off. You can avoid this by varying the content you post between blogs, photos and videos which will appeal to different consumers and create conversational buzz on your profile.

By creating this buzz, other consumers (potential fans) are drawn to your page through their friends connection with you and therefore become new consumers (engaged fans) of your page. (Putnam, 2011)

Creating two way dialogue

Don’t just create static dialogue on your page, create interactive dialogue where you ask for your consumers thoughts on a subject or create a space where they can talk about themselves. This comes back to Customer service and engagement, which consists of acknowledging your consumers when they post something on your page or reply to one of your posts. (Porterfield, 2011)

Calls to action

By creating interactive items on your profile, either by requiring a consumer to click on an item to ‘like it’ or ‘watch it’, you are constantly calling your consumer to action. This turns your current consumer from an ‘engaged fan’ into an ‘advocate fan’ (Putnam, 2011) and generates brand engagement which generates leads.

Ignition regularly does this by posting up videos or blog posts from our website that require consumers to click on an item to action it.

Contact industry professionals

As we mentioned with Twitter, Facebook is a good way to communicate with industry professionals that doesn’t consist of having to wait for them to sift through 500 e-mails to respond to you. You can immediately find out if they have similar interests through their profile pages and creates easy talking points when you get in contact with them.
(Using Facebook For Small Business: The Ins And Outs, 2008)

Online Media Marketing for Indie Developers – Part 4 …

In our next post on this subject, we discuss how to use YouTube and LinkedIn to market you company.

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