With 1.4 billion users, Facebook seems like an advertisers dream; you can target ads to specific demographics or interests and you can effectively measure the results. It’s also a small business’ dream because you can also run an ad for as little as $5 and you don’t need to be an advertising pro to do it. But like all advertising, Facebook may not be the best platform. It will depend on what type of business you are, and what you’re looking to gain.
So let’s take a closer look at Facebook advertising and you can judge for yourself if it’s right for your small business.
When To Use Facebook Ads
If you think a Facebook ad will automatically increase your revenue, you may want to step away from the social media site. Facebook is where people go to connect with friends, not buy stuff. So it’s great for generating demand, to increase your brand’s awareness and to engage with your target audience to drive brand preference. If you don’t have these goals, then Facebook advertising might not be right for your small business.
Types of Facebook Ads
Facebook advertising falls into two main buckets; online sales and local stores. Online sales ads are suggested posts, targeted to the audience you’ve identified. They’re a good place for your small business to start because there are a variety of options in this category. If you’re looking to increase your Facebook community, you can run a “Like” ad asking people to “Like” your page. You can also draw people to another site with a “Learn More” type of ad.
While online sales ads are generally more passive, local store ads are more like traditional advertising and may sometimes include a promotion. These are posted smaller than the suggested posts of online sales ads but are equally targeted.
Winning the Facebook Advertising Game
To win the Facebook advertising game, focus on driving traffic away from Facebook and directly to your site. Then, you’ll start seeing the real value of the campaign.
Once away from Facebook, focus on getting visitors to “sign up” rather than immediately convert to sales. Why? When someone clicks on your Facebook ad, they haven’t yet been sold on the idea of buying your product or service, they’re curious. So don’t ask them to buy right away or you’ll be throwing away your money. Instead, get them to sign up for a newsletter and upsell them later. If you’d don’t have a newsletter or email list for people to sign up for, maybe Facebook advertising isn’t right for your small business.
If your small business’ goals and capabilities align with Facebook advertising, it’s probably a good idea to test out a campaign. And be sure to sign up for our free webinar later this month to learn about how to executive effective Facebook advertising campaigns.