If you are a small business owner who is determined to increase your clientele base, then you should consider advertising your business on Facebook. These days, most consumers use the Internet to search for their personal and business needs – and most of these consumers are linked in with Facebook. As the most popular social media site in the world, Facebook boasts more than one billion active users. A visible Facebook presence can help you connect with new consumers, enrich your relationship with your current clients, and grow your business into a productive and profitable enterprise. However, with so many ways to endorse your business on Facebook, you may feel intimidated about the work and cost associated with starting a Facebook business campaign. Well, there is nothing to fear. Facebook provides multiple ways in which an entrepreneur can choose the right business campaign and advertising platform for his or her business.
Facebook Ad Services
After you create your business page, the next step is to choose an ad campaign. This comprehensive list of Facebook ad options is a helpful tutorial on the function of each ad option.
1. “Page Post Engagements” allows you to select posts that your page has already sent out and promote them to a specific audience. Promoting past posts will remind your current clientele about a successful venture or event, and they will encourage potential clients to trust that your business is reputable and qualified.
2. “Page Likes” is the most recognized and used Facebook ad option. Attaching, the “thumbs up” and “thumbs down” symbol to your business page will encourage old and new consumers to rate your business services. This option allows you create 6 different target ads.
3. “Clicks to Websites” serves the same purpose as the “Page Likes” function. However, instead of promoting your Facebook business page, the “Clicks to Websites” option promotes your business website. This ad not only allows you to promote your website to a select clientele, but it is also beneficial to promote a specific page on your business website, such as the “About” page, “Product” page or “Blog” page.
4. “Website Conversions” assists in tracking the “conversions,” actions like registering on your site or viewing a particular page, that occur after someone has clicked on your Facebook ad. “Website Conversions” is great to use if you want to track and calculate your “return on investment” (ROI) on items you have sold through the Facebook ad.
5. “App Installments” helps you promote an app that you have created. This is an excellent way to inform clientele of a newly created app or changes made to an existing app.
6. “App Engagement” allows business owners to encourage people who have downloaded the app to spread the word about it. This option also ensures that clients who are using your app are aware of updates to the app.
7. “Event Responses” assists in promoting an event you have organized, such as a webinar, fundraiser, or social gathering. This function allows people to RSVP and comment about the events.
8. “Offer Claims” is an ad option that helps promote a Facebook voucher, coupon, or offer that you have created.
After you have determined which advertisement options are best, the next question you are likely to ask is…how much does the advertisement cost? The cost for each ad is broken down into two methods:
CPC =Cost per click: This means you pay after someone clicks on your ad.
CPM =Cost per thousand impressions: This means you pay per 1,000 people who have viewed your ad.
Both models follow a bidding format in that the cost depends on what other advertisers in your category are willing to pay per CPC or CPM. If advertisers in your category are competing for the same clientele target group, advertising costs are higher; if there is less competition, the costs are lower.
6 Valuable Tips
Now that you are familiar with the types of advertising options that Facebook offers and the associated costs, utilize the following marketing tips to help you manage the ads.
- Create two or three campaigns for each advertising objective, and utilize images, links, video, and text to create multiple ads.
- Decide on which audience demographic you want to target–for example, Males 28-35–and make sure that all of the ads that you create for that specific audience are fulfilling your objective. You can measure the response of which ad(s) works the best, which controls how much of your budget is allocated toward that particular target group.
- Turn off ads that are outputting the lowest conversion rate.
- Do not add or subtract from your original budget. Once you turn off the lowest converted ads, reallocate the budgets from those ads to focus on effective ads.
- Constantly test the effectiveness of ads, and create news ads based off of the responses to successful ads.
- Create content to share, such as videos, blogs, or photos. Facebook followers love visuals and are more likely to comment, share, or “like” if they have something to talk about.
Naturally, you are curious to know how people are responding to your business and ads. A social media dashboard will save you a lot of time and headache in gathering the data, in that it shows you a record of your Facebook activity. Two of the more popular dashboards are Cyfe and Sumall.
Cyfe is an inclusive dashboard that provides a set of widgets, such as Facebook, PayPal, WordPress, etc., for social media, marketing and sales, support and infrastructure, and analytics. Cyfe currently supports widgets for Facebook and other leading social media sites. Cyfe is free up to 5 widgets on a dashboard; unlimited widgets will run you $19 per month.
Sumall is free as well. Offering analytics, support, and 30 other service, Sumall’s free version is limitless. However, Sumall will soon be unveiling a premium service, which will include a cost. Sumall supports Facebook, as well as the other social media sites.
Whether you are a DIY (do it yourself) type business owner who needs a little assistance or an “on the go” type entrepreneur who like to allocate job duties, there are a few competent companies like the following that offer Facebook advertising services:
Nitro Interactive Marketing
From start to finish or in between, you can contract these companies to coordinate and complete your Facebook page and advertising campaign. Just be sure that you, or the company you hire to assist with your Facebook advertising campaign, implement the following two strategies and methods:
Give the page an inviting touch
The most successful businesses on Facebook are those that communicate with their “followers.” Facebook followers like to feel as if they are part of the brand. If a client feels as if your brand is a reflection of his or her personality, you have a repeat customer.
Create useful and creative content
Facebook users love to share content that educates, entertains and empowers, and they love feedback. Your content should elicit dialogue and “calls to action.” Also, business owners should never be too busy to respond to clients or engage in a Facebook conversation with a client. Facebook is all about creating relationships. Through newsletters, product coupons, and other marketing techniques encourage your Facebook clients to comment about the business content.
Facebook users are the best at “word-of-mouth” promotion. Even though many of them have never met “face-to-face,” they communicate with each other often and value each other’s opinions. Create a page and ads that will get Facebook users talking about your business, and reward your “followers” for spreading the word about your events and specials. Facebook matters and your business matters too,so using Facebook as a platform to promote your business will be a small investment for a big return.