Can Facebook Advertising Benefit Your Small Business?
Facebook is huge. In fact, it is the largest social network in the world with over 1.2 billion active users, more than 60% of which check in on a daily basis. Many businesses shy away from advertising on Facebook because it is a social network. People log in to socialize, not to purchase things, right?
Well, kind of. Except Facebook generated over 26 billion in U.S. dollars alone during 2016—the bulk of its revenue (Statista). This means that many businesses are paying for—and benefiting from—Facebook ads.
Could your business find success with Facebook advertising? As Fred Perrotta, a Marketing Manager at Udemy, says in A Deep Dive into Facebook Advertising, “Facebook ads are more like display ads than search ads.They should be used to generatedemand, not fulfill it. Users are on Facebook to connect with their friends, not to find products to buy.”
Very true. Think of the search ads via Google AdWords search network. The user types in a keyword related to your ad because they are searching for a product or service like yours. Your ad then pops up, helping you find new customers.
With display ads like those run on Facebook, users are shown ads that relate to their interests and persona, helping customers find you since the ads are aligned with user preferences.
Tips for Running a Successful Facebook Advertising Campaign
Set Up a Facebook Page for Your Business.
First things first, create a personal Facebook page and then a page for your business. It is relatively quick and painless. For tips on how to do this, click here. Check out our post on how to use Facebook to gain customers for ideas on what to post to your business page.
Stick to low-commitment offers.
Don’t ask too much of potential clickers. After all, they aren’t generally on Facebook looking to purchase items or services. Stick to low-friction conversions that don’t require a large commitment from your lead. For example, you may ask the viewer to subscribe to your newsletter, download a free piece of content by filling out their name and email, sign up for your service with a short lead form, etc. Once you know their interested, you can use the information you have gathered to work them through your sales funnel with email marketing.
Utilize Facebook’s Ad Targeting to the Fullest.
Facebook is unique in that its users provide a lot of personal information. In turn, Facebook leverages that information for advertising purposes.
When setting up ads, you can target users by (in order of importance):
Location (city, state, zip code, and country)
Age and Gender (based on your existing customer base)
Interests (broad categories or precise interests; precise yields better results)
Choose Great Images or Video for Your Ads.
Even if you have spot-on targeting or amazing written copy, your ad will not get noticed with a low-quality or generic image or video. If you are going with an image or combination of images, it’s best to purchase them from a site like depositphotos.com, snag some that are free for commercial use from pixabay.com, or create your own. Research shows that images of people matching your key demographic work best. Many experts suggest showing images of people facing right. You have several options when deciding how you would like your ad to look:
Craft Great Copy for Your Ads.
You only have a couple of lines to work with, so be clear, concise, and compelling with your headline and ad text.
Now that you know what Facebook ads are good for, as well as some tips on getting the most from your ad, you are ready to get started. Fortunately, Facebook ads are quite affordable even for those on a tight budget. Click here to get started. If you need play-by-play instructions, Neil Patel has you covered in his post, Facebook Advertising Made Simple: A Step-by-Step Guide.
Do you need help setting up your Facebook or other paid social ads? We’re here for you. Our marketing experts can help design, set up, and run your campaigns to help you capture quality leads and turn them into customers. GET A FREE ONLINE QUOTE OR REQUEST MORE INFORMATION today.