Facebook is Australia’s most popular social media platform – home to more than 17 million monthly users. Once upon a time, marketing your small business to these users was an easy and cheap process. First, set up a business page; then, increase your follower count by publishing interesting and relevant content. Job done.
Then the rules changed, as Facebook became more of a ‘pay-to-play’ platform. This meant that if you want people to see your content then you better be prepared to pay for it using their Facebook’s feature.
The biggest benefit of this lies in Facebook’s micro-targeting ability. This allows your small business to target your ad to an audience based on what Facebook knows about them. Which is a lot. Gender, age, hobbies, income, location, behaviour, marital and employment status, amongst others, are all up for grabs. Target your ads well and you’ll potentially win new customers for your small business.
However, it’s also easy for things to go wrong. Write bad ads and you can easily spend more than you’ll ever get back in sales.
So how do you craft a killer Facebook ad that will win you more business?
- Know your audience. We’ve mentioned micro-targeting above. Don’t waste the advantage this brings by writing a generic ad. Rather try and get into the mindset of who you’re targeting. What are their pain points? How does your product or service help?
- Use emotive images and words. This will allow you to directly appeal and make a connection with your audience.
- But… include numbers. Numbers are great at boosting your small business’ credibility and demonstrating social proof. Don’t be scared to put a price on things either. People want to know how much things cost – so tell them. It’ll get rid of expensive ‘curiosity’ clicks.
- Include a clear call to action. Let people know what to do next.
- Test. Facebook ads can be tricky to get right, as there’s no one-size-fits-all magic formula to them. The only way to check is through testing different versions. Use the same image but mix up the copy to see what works and what doesn’t.
Remember, great ads drive engagement that in turn generates sales.