If people from foreign countries are customers of your business you might want to think about targeting them in your Facebook fan acquisition campaigns. The media has reported recently that international tourists visiting the U.S. spend billions while here and that we are on pace to break the previous record set four years ago. According to the LA Times, “Foreign visitors spent $152 bilion for 2011 (source: LA Times). Last October alone it was estimated that foreign visitors to the U.S. spent $10 billion just on, “…hotels, food, souvenirs, and other expenses…” (source: Seattle Times).
Not only are foreign tourists forecasted to increase their spend while visiting the United States in 2013, but targeting them on Facebook through fan acquisition campaigns could be a very effective way to grow fans and grow revenue. If you are trying to acquire Facebook fans for your business. Here are three reasons why you should consider targeting fan acquisition campaigns in foreign markets:
- Inexpensive: generally speaking, acquiring fans for your company’s fan page can be very affordable in foreign markets compared with similar campaigns in the U.S. Think outside U.S. borders–the world is indeed borderless online. Most companies are hyper focused on the U.S. market making the cost per fan acquisition very competitive and very expensive. We recently ran a fan acquisition campaign for a Texas-based company targeting potential customers in Venezuela and Mexico. The average cost of acquiring a fan that met our demographic criteria was between $0.07 – $0.10 per fan. An equivalent campaign in the U.S. would cost probably 10 – 15 times that! Those are incredible numbers.
- Foreigners have an interest in your city already: You would be surprised what you find when you dig into the predilections of people in foreign countries within Facebook, but many foreigners already have an interest in the city your business operates in, and certainly they have interests in many of the iconic brands in the U.S. What this means is that these people are highly likely to travel to your city. Choose the country of your campaign to see how many are actually on Facebook, then drill down by typing your city’s name into the Precise Interests in Facebook, which will give you an idea of how many have some sort of connection to your city. If you cater to tourism or are a destination type business this could be a fantastic way to grow sales.
- Captive Audience: Facebook is unique in that there are very few advertising mediums that allow for a captive audience, especially a foreign captive audience. How great is that? You have direct access to your fans whenever you want it? No other venue provides access quite like that. Combine that with an incredibly low fan acquisition cost and you have a great opportunity to grow sales in an area your competitors are probably not focusing on.
The point of all this is that if you’re actively acquiring fans through giveaways (i.e. sign up to win an Ipad by becoming a Facebook Fan, which by the way is one of the most expensive ways to acquire fans) or Facebook fan acquisition campaigns in the U.S., consider targeting people in foreign countries that are likely to travel to the U.S. and become your customer. Most likely you have many potential fans in foreign countries that travel to the U.S. and travel to the city your business is in.
(photo credit: Caribb on Flickr)