ASK ADVERTISING: FACEBOOK ADS
Over the past few weeks, we’ve encountered a number of questions from small business owners, friends, and family about advertising in today’s world. The landscape of media is ever-changing and it is a lot of work to stay on top of fast moving trends, but we do our best at Windigo24 Creative to be experts for our clients. Most of the time, small businesses will come to us with no idea of what SEO (search engine optimization) stands for, how to manage a Facebook page, or where to spend their advertising dollars. Being that we love to serve our clients and we want to give them honest advice, we wanted to start a section of our blog that helps business owners understand the basics of advertising online. That being said, Windigo24 is starting a new blog feature called “Ask Advertising” where people will submit questions and we do our best to answer them. The questions can be from any facet of advertising, any size of business, and any type of business.
Today’s question is:
I’m a local business. How can Facebook help me actually target the customers I want?
Great question. Let me start off by saying, in my humble opinion, Facebook is one of the best places you can go to target your local market. I’ve seen businesses have great success spending nothing more than $25 a month. Mind you, this amount and the response will vary based on the type of business, but there are 3 basic steps anyone can use to get started on this platform.
Set up your campaign:
Since creating their campaign tracker, Facebook lets businesses see exactly where the money they spend is going. Let’s say you own an auto shop in Mesa, Arizona. You know that most of your customers come from within a 20 mile radius (according to BrightLocal it’s actually 18 miles specifically for mechanics). Let’s also say your target market is men and women ages 25-54. Facebook allows you to create a campaign for this exact market. It also allows you to target by behavior or categories (car enthusiasts, households with an income of $50,000+, etc). This allows the business owner to gain access to people who live near them and most importantly, are more likely to be interested in their product.
Create incentive: Now, just because you’re reaching the right people it doesn’t necessarily mean you’re going to make sales. Small businesses should try to have some type of call to action that draws in the customer. In sales training, this is referred to as “W.I.I.F.M.” (What’s in it for Me?) or my personal favorite, “W.G.A.S.” (Who Gives a Sh**). This could be a discount or it could be telling the customer they can get tips on auto maintenance on your Facebook page. Either way, it’s creating value for the customer in some way. Make sure if you’re spending money on any ad space that you have an end game. You want to sell more oil changes. You want more people to like your Facebook page. You want more calls this month. When you know what you’re aiming for, it’s easier to set up a marketing strategy based around those goals.
Review your campaign: This is a step that so many businesses fail to complete and it’s a damn shame because reviewing your campaigns is a crucial step to making your money count. When you look back at the campaign, you’ll be able to see how many impressions (people that saw your ad) your campaign gained, how many new page likes your Facebook has, how many people clicked on your offer (if you had one), how much the total campaign cost and the cost per engagement. Use this information to improve upon your campaign. If you targeted your ad in Mesa, but most of the response came from Gilbert, try adding Gilbert into the mix next time.
Hope this helps! You can find more of our advice and other fun stuff at our website www.Windigo24.com
Until next time,
Windigo24 Creative is an advertising agency in San Tan Valley, Arizona. They specialize in digital marketing with an emphasis in web design, social media management, graphic design, search engine optimization, and video production.