The use of social media has no doubt transformed how marketers reach their audience. Unlike traditional advertising channels, social media encourages engagement and instant feedback, which provides invaluable insights. As a small business, many assume that using social media is a great way to promote your business for free. While it is free to open various social media accounts, the time, resources, content creation, and tools needed to design that content are unfortunately not. To ensure that your social media marketing efforts are effective, you need to invest in creating quality content and reaching the right audiences. A great way to start building brand awareness via social media is by using Facebook ads. With over 2.6 billion users worldwide and 68% being American, Facebook has significant reach and endless opportunities for targeting your specific audience. Here are three ways you can use Facebook Ads to help promote your business.
1. Create Remarketing Campaigns
What exactly is remarketing? You know when you’ve been on a website looking up a product and then after that, you start seeing ads everywhere promoting that specific. That is a classic example of remarketing. Targeting people who have already interacted with your brand in some way. This is a strategic way to keep your brand top of mind for potential customers who have already shown an interest in your products. Put simply by BigCommerce, remarketing is “[w]hen users visit your website, landing page, or social media page, a cookie or pixel is added to their browser and lets your ads “follow” them to other digital spaces with content based on the info in your cookie.” The more you can provide relevant and valuable content, the more likely you are to increase your conversion rate. Once you have a business account, consider creating a Facebook pixel so you can get started with your first remarketing campaign!
2. Build Lookalike Audiences
Not sure who to target? Having challenges expanding growth to a specific audience? Try building Facebook lookalike audiences. If you have a list of customers you can upload your list or you can just provide Facebook with what you like in a customer and then Facebook will do all the work in providing you with a new audience segment that meets your criteria. With access to a wide range of people, Facebook is a great source for market segmentation and targeting current and future customers based on various interests, demographics, psychographics, and more. The most common best practice for creating a lookalike audience is to mirror the attributes of your highest value customers. By doing so, you will increase the probability of finding similar customers who are more likely to generate the same level of value to your brand.
3. Use Custom Ads
The one-size-fits-all approach is no longer a competitive strategy. To yield the most impact, you need to personalize your ads with content that’s relevant to that specific viewer. Once you have your Facebook pixel installed and active you can then capture those insights and deliver personalized content based on the webpages and actions they’ve taken on your website. According to connectio, “[r]etargeting ads are 76% more likely to get clicks than regular display ads. Why is that is the case? Because you are not just showing a random person an ad of your product. Instead, you are using strategically targeted ads for a product that that person has already viewed on their own. Take advantage of the ability to effectively target your audience as appropriate for your brand and then use that insight to create quality content that your audience is more likely to view and click on.
While some may think that Facebook is not as popular as it once was, it’s actually the most used platform among marketers and consumers. In fact, 89% of marketers use Facebook in their branding efforts and 74% of Facebook users check it daily. That means there is a golden opportunity for you to promote your business using Facebook. I would challenge you to think beyond just opening a free business account and hoping the right people will find your company. To be effective and to see the impact you can make on your business using Facebook, try using these three ways to take your marketing to the next level!