You can’t expect to catch a fish if you don’t throw your net in the water. So advertising is vital for small businesses. But, gone are the days when you could just place an ad in the local paper and think that’s enough.
- Facebook’s recent data shows that there are now 15 million people in Australia who are active on Facebook compared to 7 million who read print newspapers.
If you spend just a few minutes on Facebook, you’re sure to see an advert. That ad is visible to you because you have been specifically targeted by someone who wants you to view their page, product, or service. Just because you saw the ad does not mean your spouse, your children, or your parents will see the same ad. Why’s that? Facebook target marketing.
What is Facebook target marketing?
Target marketing helps you reach only the people you know will be interested in your business. No time or money is wasted. For example, you own a hair salon and your target audience is women in your city. You can set your Facebook ad to target only women in your city so that you don’t have women in another city clicking on the ad; costing you a click that will not convert to business.
There are people out there who are interested in your product or service; you just need to help them find you. Facebook knows a lot about the 15 million users in Australia, let them help you refine your search so that your small business marketing results in a greater return on your investment.
Facebook ads won’t work for you if you don’t know who your target audience is. First, do some market research before you place a paid ad.
A well-known advertising quote by John Wanamaker highlights a problem that all marketers face:
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”,
Facebook helps advertisers overcome this anomaly by providing feedback with clear reporting.
How can I tell if my Facebook ads are reaching my target audience?
Facebook provides key performance indicators (KPI) that detail all the outcomes of your advertising campaign. These outcomes include:
- Cost per click
- Click-through rate
- Total spend
How to create the BEST Facebook ads
Social Media users are visual. Your ad has less than one second to make a favourable impression. The image you choose (be it a single image, a slideshow, or a video) and content you use need to accomplish three things:
- Grab your target audience’s attention
- Readily display your value proposition
- Display a clear call to action (CTA)
Small business marketing is all about trying to get a maximum return on your investment. Investing in social media infographics is a great way of maximising the impact of your marketing spend.
Facebook ad campaign tip:
The affordability of Facebook ads makes it possible to do A/B testing by changing combinations of text and image until you find the best conversion rates.
If social media marketing gives you a headache you can hire an agency like Hunter and Scribe to handle the marketing side of things for you; freeing you up to devote your time to managing the aspects of your business that come naturally.