If you’re a small business owner, your customers are on Facebook.
Don’t believe me? Look at these amazing stats about Facebook usage and business adoption.
80 million businesses are using Facebook pages, and over 4 million advertise on Facebook.
Facebook advertising will help you create a highly targeted audience, which you can’t reach through something like TV or print advertising. Considering that you can spend as little as $1 per day, then Facebook Ads are effective and affordable for small businesses.
But the bad news is 62% of small businesses fail when it comes to Facebook ads.
This doesn’t mean your business will fail, though, we’re here to help! And here are seven ways to leverage Facebook Ads marketing and pay-per-click advertising to grow your business and boost your sales.
1. Leverage Facebook’s Custom Audience
The average person spends at least 58.5 minutes on Facebook each day, reading, scrolling, engaging, or sharing content. Recent statistics show that Facebook has over 2.7 billion active users. With these numbers, the chances of your ad being seen and generating engagement are high.
A small business presence on Facebook can make your brand:
· Discoverable. Facebook marketing allows for increased discoverability.
· Connected. Interacting in real-time with customers and leads creates a great opportunity for online engagement.
· Timely. Facebook advertising allows your small business to reach the same audience regularly with the content they want.
· Insightful. Facebook analytics will allow you to understand your customers and followers so you can tailor your future marketing efforts to meet their needs.
Facebook advertising features can help you create specific and well-targeted audiences. As a business owner, you can create custom audiences using options such as:
- Layer targeting
- Purchase behavior
- Life event targeting
- Lookalike audiences
- Friends of current audiences
2. Convert Facebook Visitors to Customers
Facebook ads lead to visitors liking your business Facebook page and clicking through to your website. Facebook ads options allow you to tag website visitors with a cookie to retarget them. And once your website visitor logs in to Facebook, they’ll be presented with your company’s advertisement.
Re-targeting is a great way to convert visitors to leads. Facebook advertising can turn into a lead generating machine and you can filter re-targeted audiences to build high-quality audiences that are ready to make a purchase or take the desired action. Here’s how it works:
- Create a Facebook ad with a call-to-action leading to your website
- Install a snippet of the code given by Facebook onto your website
These will ensure that visitors who click on your website and later log in to Facebook will continue to see your ads.
Also, you can build custom Facebook audiences from your website visitors. By installing the Facebook pixel on your website, you can capture website traffic and build a custom audience for future Facebook ads.
3. Create Powerful Facebook Ads Call-to-action (CTA)
The biggest part of using Facebook ads to grow your small business and boost sales is creating effective CTA that motivates new leads to make a purchase or take the desired action. Unlike other search engines advertisement options, Facebook ads allow small businesses to pick from several calls-to-action such as:
- Promote your small business page
- Promote your posts
- Send visitors to your website
- Boost conversions on your website
- Generate installs of your app
- Boost the engagement in your app
- Target people living near your business
- Boost attendance at your event
- Get leads to claim your offer
- Generate video views
- Gather leads for your company
Choosing a specific objective for your small business ad makes it easier to track conversions and increase the desired results.
4. Create a Free Offer for Your Audience
Giving a free offer is the hook that earns their trust — it can be a free course, eBook, trial membership, or you can even mail them a free physical product. Here, the goal of your Facebook ad should be to get visitors to your landing page where you can get their email addresses for the free offer.
5. Offer a Small Upsell
When your leads act on the free offer, show them a small upsell product. However, ensure that your profit margin on this upsell is priced to cover the cost of your Facebook ads. With the right conversion rate; this’ll serve as free lead acquisition.
6. Test Content Engagement Before Spending Money
Although organic Facebook reach has decreased, it’s still a great idea to test each Facebook ad before paying for advertising. Using Facebook Business analytics you can analyze the engagement and reach of each Facebook post. Identify the most successful organic post and then boost it.
Boosting content has many advantages such as:
- Boosted posts appear higher and regularly in News Feeds and on Instagram
- Boosted posts aren’t labeled “Sponsored” so they feel more organic
- You can boost existing content, so it isn’t necessary to create a new ad creative.
But if you have a limited advertising budget, you can choose which ads to promote by posting, comparing organic search numbers, and boosting the most successful post.
7. Create Video Facebook Ads
Facebook ads that use videos and showcase products, services, and brands perform better than the image or standard text-based ads. You don’t have to create a professional video using complicated tools, sometimes a quick video created with a mobile device is all that you need to create buzz around your product or service.
Creating a video is daunting but, keep these tips in mind.
· Think Visually. Write a general script, pay attention to motion, background, and animated graphics; this’ll create a memorable visual impact.
· Tell a story. Connecting on an emotional level and tapping into the human aspect is the best way to make your audience engage with your video.
Whether you launch your Facebook Ad campaign with $30 or $1000, it’s clear that small businesses can gain a lot from exposure offered by Facebook advertising. Like any other marketing method, there’s a learning curve, and leveraging Facebook ads is through trial and error or consulting a Facebook ad specialist.