Logging into Facebook can sometimes seem like an obstacle course of annoying cat videos, Aunt Mildred’s political posts, and a barrage of food pictures. However, upon closer inspection, Facebook Ads have become a successful advertising proving ground for small business.
Facebook advertising has grown by 50% within the past year and with an average cost per click of $0.64, it is easy to see why. As a point of reference, the average cost per click rate for Google AdWords is $2.32. If your small business is looking for an affordable, effective platform to be discovered and attract your ideal customers, Facebook is the place. And here are seven ways to leverage Facebook Ad marketing and pay-per-click advertising to grow your small business:
1. Take Advantage of Facebook’s Captive Audience
The average person spends at least 40 minutes on Facebook each day, scrolling, reading, engaging or sharing content. Recent statistics report that Facebook has 1.71 billion active users as of Q2 2016. With numbers like those, the chances of your small business ad being seen and generating engagement are pretty high.
A small business presence on Facebook translates into your brand being:
- Discoverable. Social media advertising adds another layer of digital presence, allowing for increased discoverability
- Connected. Interacting in real time with leads and customers creates a unique opportunity for online engagement.
- Timely. Social media advertising allows your small business to reach the same audience on a regular basis with the content they want
- Insightful. Analytics allow for a deeper understanding of who is following your brand so that your future marketing efforts can be tailored to their needs
Facebook marketing features include the ability to create very specific and well targeted audiences. Small businesses can create custom audiences using options such as:
- Layer targeting
- Life event targeting
- Purchase behavior
- Lookalike audiences
- Friends of current audiences
2. Convert Facebook Visitors to Customers
Facebook advertising leads to visitors liking your small business Facebook page and then clicking through to your website. Facebook marketing options allow small business advertisers to tag website visitors with a cookie in order to remarket audiences. The next time your website visitors log in to Facebook, they will be presented with your small business advertisement.
Re-marketing (also known as re-targetting) is an effective way to convert visitors to leads. Social media advertising efforts can quickly turn into lead generating machines and the re-targeted audiences can then be filtered to create high quality audiences that are ready to buy. Here is how it works:
- Create a Facebook Ad with a call-to-action (CTA) leading to your website
- Install a snippet of code provided by Facebook onto your website
- Visitors who click on your website and later return to Facebook will continue to see your various ads
Custom Facebook audiences can also be built from your website visitors. Installing the Facebook pixel on your website will capture website traffic and create a custom audience for future Facebook ads.
3. Create a Powerful Facebook Call-to-Action (CTA)
Part of growing any small business is creating an effective call-to-action (CTA) which motivates new leads to do something significant. Unlike most search engine advertisement options, Facebook Ads allows small businesses to choose from several calls-to-action including:
- Boost your posts
- Promote your page
- Send people to your website
- Increase conversions on your website
- Get installs of your app
- Increase engagement in your app
- Reach people near your business
- Raise attendance at your event
- Get people to claim your offer
- Get video views
- Collect leads for your business
Having the ability to choose a specific objective for your small business ad campaign allows for easy conversion tracking and an increase in desired results.
4. Develop Demand Generation Ads Specific to Social Media
When users initiate searches on search engines, they rely on the search engine to meet a need that they already have. Most of the time, the audience is already ready to purchase or act. And the search engine ad serves as the deal closer. This is referred to as demand fulfillment.
When your business creates small business Facebook Ads, you are helping people to discover your product and brand through demand generation. Most Facebook users are using the platform to scroll and discover, so the objective of your ad should be convincing your audience that they should pay attention. This is your opportunity to seduce your audience and lead them to the next step.
Creating a social media focused sales funnel is a great way to boost small business growth. And here is how to do it:
- Create a powerful headline that will stand out
- Target your audience
- Design an offer and accompanying, attention grabbing creative
- Select your ad settings
- Create an offer that is impossible to refuse
- Re-target your new audience with the follow up offer
- Once you have a few conversions, ask them to promote the product
5. Test Content Engagement Before Spending Money
Although organic Facebook reach has declined, it is still a good idea to test each Facebook post before deciding to pay for advertising. Use Facebook Business analytics to analyze the reach and engagement of each social media post. Identify the most successful organic posts and then Boost the post. Boosting content has several advantages including:
- Boosted posts appear higher and more frequently in News Feeds and also on Instagram
- Boosted posts are not labeled as “Sponsored” so they have a more organic feel
- Performance can be viewed at any time and the boosted campaign can be edited
- Existing posts are boosted, so it is not necessary to create a new ad creative
If your business has a limited social media advertising budget, deciding which ads to promote can be easily decided by posting, comparing organic search numbers, and then boosting the most successful posts.
6. Create Video Facebook Ads
Whether your audience is viewing your Facebook ad from a mobile device or a desktop, “Show, don’t tell,” is the latest mantra. Facebook Ads that utilize videos and demonstrate brands, products, and services perform better than standard text or image based ads. Although professional videos can be created with the help of various services, a quick video created with a mobile device is oftentimes all that is needed to create a buzz around a product or service.
The thought of creating a video can seem daunting but, keep these tips in mind:
- Think visually. Write a general script, but also pay attention to motion, background, and animated graphics, which can all add memorable visual impact
- Get equipped. Using an iPhone or GoPro and a small lighting kit is all you will need to get started
- Tell a story. Connecting on an emotional level and tapping into the human element is the best way to get your audience to engage with the video
7. Take Advantage of Resources to Look Like a Pro
As a small business owner, wrapping your head around all of the nuances of Facebook advertising may seem like a huge undertaking. If you are a small business owner who wears a lot of hats (who doesn’t?) and you do not have the time to devote to putting a Facebook marketing plan into action, rely on a professional to get you started. If you decide to dive into the world of social media marketing by yourself, here are some helpful resources that will streamline the process:
- Canva. Canva is a drag and drop design platform that streamlines creation of images by providing templates, pre-determined sizes for different ad types, and an enormous selection of graphics and images
- Facebook Business. Facebook provides wealth of information designed to make advertising on Facebook doable for small business owners
- Qwaya. A software platform designed exclusively for Facebook ads, Qwaya automates tasks such as ad scheduling, ad rotation, analytics integration, and split testing
Whether you launch your Facebook Ad campaign with $50 or $1500, there is no doubt that small businesses have much to gain from the exposure offered by social media paid advertising. Like any method of marketing, there is a learning curve and mastering Facebook Ads is possible either through trial and error or consulting with a Facebook Ad specialist. WPS is here to help, so please contact us with any questions or for guidance with your Facebook Ads campaign.
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