Marketing Blog

Facebook for Small Business: Advertising Tricks That Really Pay Off

If you're a small business and you're not using Facebook for advertising, we have a really big question for you: Why not?!?!?!

There are currently an estimated 1.39 billion monthly Facebook users, and more than 30 million businesses now have a Facebook fan page.  What's more, Facebook is expected to make more than $33.76 billion in ad revenue in 2017. Digital is where the ad action is, for sure. A recent eMarketer forecast expects digital ad spend in the U.S. to grow 15.9 percent this year — the equivalent of $83 billion in revenue. Of that amount, Facebook’s ad revenue is projected to jump 32.1 percent while Google ad revenue will increase 14.8 percent.


Facebook advertising is an easy-to-use and easy-to-measure way of getting the word out about your small business - both near and far.  With the ability to hyper-target your ads based on geographic area and interests, you can ensure your ads get delivered to the people most likely to take advantage of your products or services. Plus, Facebook offers so many variations of analytics to study; you can easily track the effectiveness of one ad over the others, and you have the ability to change your ads at any time. There are countless success stores of small businesses investing small portions of their marketing budgets into Facebook advertising, and seeing huge results in return.

Have we convinced you yet?

If so, here are some great tips to keep handy when launching your first - or next - Facebook advertising campaign:

1. Increase awareness of your business and start increasing sales: If you want to raise local awareness of your business, utilize the "local awareness ad" campaign objective to bring people to your business, whether you have a single store or multiple locations. The ads show people the stores nearest to them and offer relevant call-to-actions like "Get Directions" or "Call Now". Facebook also just launched a native store locator to help people find and navigate to the nearest store location, all within the ad format. Other marketing objectives for your ads include: Promote Your Page, Send People to your Website, Get Installs of Your App, Get Video Views, Increase Conversions to Your Website, Get People to Claim Your Offer, and Promote a Product Catalog.

2. Be sure you're displaying your ads on mobile devices: We cannot emphasize this enough! Out of the estimated 1.39 billion current monthly Facebook users, 1.19 billion of them use Facebook on their mobile devices. More than 700 million people visit Facebook every day on their phones and tablets. On top of that, 19 million businesses have optimized their page for mobile devices, and 1.5 million spend money on mobile advertising. As of February 2017, spend on mobile placements makes up 85% of Facebook's ad revenue. In a world where mobile devices are rarely more than an arm's length away, you're missing out on valuable sales opportunities if you're not including mobile in your ad set targeting.

3. When selecting the creative to utilize in your ads, be sure the ad shows the benefit that people get from your product, not just a photo of the product itself. For example, we're running Facebook campaigns for CKO Gillette Kickboxing to drive new clients to their gym. The mobile video ads below are shown to a targeted audience in the area around their business. One shows existing kickboxing clients giving honest feedback about their experience at the gym, and the other tells the story of their exciting and high intentisity workouts and how impactful it can be on your health and lifestyle. In the gym's case, it gives potential customers a more engaging and detailed impression versus a static image ad showing gloves or someone kickboxing.

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4. Make sure your ad image doesn't have more than 20% of its pixels in text; Facebook's handy grid tool helps you out here. Facebook also has rules governing how much text can be in the first few seconds of video ads; be sure to check them out before spending too long creating the ad, just to get it rejected. Using text on images can be a smart strategy when you want to show a comparison of how your offering is beneficial to potential customers, or to sneak hashtags, slogans, or offer details into your ad while staying under the 20% threshold. In these ads for Long Hill Montessori School, we used a text overlay to grab the attention of parents looking for something contructive (and time consuming) for their children to participate in over the summer.
 
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5. Utilize Facebook's cool new write-your-own-video-captions feature for your small business's next video ad. This is a fairly new feature Facebook recently added. Yes, this means you spend more time creating your video ads than before, but you can't count on users to click on the video in their stream and actually listen to the ad. They may just see it in their stream without sound; if you write attention-grabbing captions in the beginning, they are more likely to actually click on the video and, possibly, watch it all the way through. Facebook found with Nielsen that up to 47% of the value in a video campaign was delivered in the first 3 seconds, while up to 74% was delivered in the first 10 seconds. Plus, Facebook has found that captioned video ads increase view time by an average of 12%, so spend some time creating killer captions!
 
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Have questions about how to best utilize Facebook or Facebook ads for your small business? Download our Free In-Depth Guide on How to Attract Customers with Facebook!

In this guide, you'll learn:

  • How to determine your Facebook marketing objective
  • Practical tips for building your Facebook audience
  • What content to create and share on Facebook to attract customers
  • How to optimize your Facebook posts to get the most interaction
  • How to maximize reach and lead generation using Facebook ads

Click on the button below and download TODAY!

FREE E-book: How to use Facebook to attract more customers

 

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