Market To Mondays – Part 4

Welcome to the latest edition of our new weekly blog series, Market To Mondays. Each week, we will introduce you to a new group of people you should market to. We’ll tell you who they are, why you should market to them, and how you might get started.

Last week’s group was Social Media Followers.

Today’s Group = Friends of Followers

Last week we discussed why and how to market to your company’s followers and fans on social media. Today, we take it one level further.

Because social media is, for lack of a better term, social, there are entire groups of people just beyond your reach as a brand.

The social circles of your followers don’t necessarily follow you, but that doesn’t mean you can’t or shouldn’t market to them. In fact, I’m here today to tell you that you can, and you should.

Why should you? The two main reasons are simple. First and quite simply, you are able to. Second, people usually surround themselves with people similar to them in age, location, and interests.

That second point is important. It says that if your followers are customers or potential customers, than their friends are also potential customers. Not in all cases, but in many. So to ignore their friends would be to ignore an entire audience you might easily connect with.

But how?

The how in this case varies by social media platform. The first and most direct way to advertise to the friends of your followers is by using Facebook’s ads platform. The brilliant people at Facebook have made this simple by adding a “Friends of Followers” setting on every ad when selecting your targeting options.

Beyond that, you can target the friends of your followers across all networks in three distinct ways. The first is by sharing content that itself is share-worthy. Content that engages your followers is more likely to be shared by your followers, thereby providing a direct link (almost a referral) from your brand to your follower’s friends.

Second, you can host a social media contest that incentivizes sharing. Contests with a social component that reward entrants for number of votes or likes actually encourage sharing. Entrants need an army of friends to help them win the contest, and so they are likely to tell everyone they know about the contest, and indirectly, your brand.

And finally, you can launch a social referral program designed to turn your followers and customers into brand advocates, actively marketing your brand to their friends and followers. By rewarding them with special offers or discounts, you incentivize them to act on your behalf as an army of marketers.

Let the followers of your followers become your followers, and you can grow your market at the speed of light.

What group should we cover next? Now accepting submissions for audiences that we will cover in an upcoming “Market To Mondays” post. Submit your ideas via our contact page or in the comments section below.