Facebook advertising may be a great option for small business owners who want to reach a targeted customer base for a small pay-per-click fee, but if your target demographic is female customers, you may want to reconsider how you spend your advertising dollars.
According to new research, women — though typically engaged in social media for the purposes of interacting with friends and family — are more likely to make purchasing decisions based on advertising placed on women’s Web communities rather than advertising placed on social media sites.
The research, which was conducted by women’s Web community iVillage and Burke Research, found that 51 percent of women polled regarded women’s Web communities as more trustworthy than social media sites. Still, 29 percent said they trusted social media sites more than communities or Web portals.
Women trusted these sites – such as LovetoKnow.com, CafeMom, and others, the most, especially for information on brands and products, according to the research. The especially felt that members of women’s sites were most qualified to understand their needs. In fact, 47 percent of women asked said that community sites were more likely to be populated with people who understood what they were looking for in terms of products and brands.
While 74 percent of women said they use Facebook to keep up with friends and family, only 21 percent use it to find out about new products.
This information is especially important for small business owners whose limited advertising dollars are being increasingly spent on social media.
It is predicted that U.S. marketers will spend $3.08 billion to advertise on social networking sites this year, according to eMarketer. The company predicts social media advertising spending will be up 55 percent over the $1.99 billion advertisers devoted to social networks in 2010.
This year’s spending will bring social media ad dollars to 10.8 percent of the total spent online in the U.S., eMarketer predicts.
As much as 60 percent of this spending is attributed to small businesses who are increasingly using Facebook’s pay-per-click advertising in combination or instead of Google’s AdWords campaigns.
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