Facebook has made it possible for small businesses to reach thousands if not millions of people to advertise their goods and services.
With the help of Facebook Ads, you can choose to reach the right people that you want to reach, the location that you need to cover, and even craft customized messages based on their interests.
This has made it much easier for small businesses to scale their marketing campaigns and get more sales.
But if you don’t know where to start and how to implement the right Facebook marketing strategies for your business, you’re in luck, because in this article I’m going to share 10 Powerful Facebook Advertising strategies carefully designed for small businesses.
- Choose the Right Target Audience
Small businesses are not looking to reach a broad audience unlike large companies; more often than not, you may be more focused on offering your products or services to a niche audience who are more likely to buy your products or services, especially if you’re just starting out in the industry.
Sure you can reach a wider audience by running television ads, however, chances are, most of them may not be relevant to your business and it will cost a lot of money.
For a small business, the main focus is not broadcasting but narrowcasting, i.e., reaching out to only those people who are more likely to make a purchase with you and this becomes possible with the awesome power of Facebook advertising.
With the help of Facebook Ads you can narrow down your targeting based on the following:
Location Targeting: Facebook gives you in-depth location targeting. You can select countries, cities, and even specific localities. If you’re a brick and mortar business, location targeting becomes especially important so that your ads are shown to only those people who are more likely to visit your store.
Language – You can show your ads to people who speak only specific languages. This is perfect if you want your message to be customized to a crowd that only speaks a particular language.
Interests Based Targeting – You can target people based on their interests, the type of pages they like, pages they are connected to as well as targeting their friends.
Demographics – Facebook lets you target audiences based on their demographics such as age group, gender, life events, education qualification, online shopping behaviors as well.
Remarketing – With the help of the Facebook Pixel code, you can even create remarketing audiences by targeting people who have previously visited your website. This is a great way to show your ad to the fence-sitters who have not made up their mind about your product yet.
Custom Audience – You can also create custom audiences by uploading email lists to your Facebook Business Manager Account. You can take this a step further by creating lookalike audiences of these custom audiences so that your ads can reach similar people to your converting customers.
- Make Sure your Ad Stands Out from The Crowd
When you create a Facebook Ad, understand the fact that you will be competing against thousands of brands, all demanding the attention of your ideal audience.
Just getting your targeting right but not working on your ad creative, text, headline and offer can result in your ad being lost in the Facebook Newsfeed never to be found again.
For example, if you want to create an Ad for your Digital Marketing Services on Facebook, just adding a low quality or a standard stock image with a short caption and a link, will limit the number of interactions you receive on Facebook.
Facebook’s algorithm understands if an advertisement looks too promotional in nature, thus hampering its performance. On the flip side, creating ads that are rich in headline, caption, image or video can receive outstanding results.
One amazing example of a great Facebook Ad that promotes digital services is by Peng Joon where he portrays the pain points of a digital marketer by showcasing a Mario Style Game Video. You can check out the Ad here: Pen Joog’s Amazing Gamified Facebook Ad.
- Utilize Different Types of Facebook Ad Objectives
One of the key highlights of Facebook Ads is that you’re not limited to just one type of Ad campaign. When I say Ad campaign, I mean the objectives you can use to run Facebook ads.
As a small business, you may have different objectives at any time of running your business and Facebook understands this all too well.
To help businesses fulfill their marketing goals, Facebook gives you access to 3 different campaign objectives with 6 AD type formats.
Facebook Ad Objectives
Facebook Ads are designed in such a way that they are more likely to show to only those people who are more likely to complete your objective.
This means that selecting the right objective is key to a successful Facebook Ad Campaign.
Facebook ad objectives are divided into 3 primary categories: Awareness, Consideration & Conversion
These 3 objectives are designed to target customers at different stages of the sales funnel.
Within these 3 Primary categories, there are 15 macro-categories, and it is these objectives that you will be choosing when creating campaigns.
As of 2020, there are 2.7 Billion Active users on Facebook, making it one of the biggest social media platforms on the planet.
Most of these people may not know about your brand at all. The awareness objective campaigns help you target those people who are right at the top of the sales funnel aka those users who don’t know about your small business yet.
This objective is perfect to tell your business story to new people and let them know what you have to offer.
There are 2 types of awareness ads included in this objective, there are:
Brand Awareness: This type of Ad helps you reach those people who are more likely to remember your brands
Reach: This type of Ad helps you reach the maximum number of people in your given advertising budget.
When Should You Use Awareness Ads as a Small Business Owner?
As a small business owner, awareness ads are perfect when you’re initially starting out and you want to build a base audience.
This means that your ads need to be highly creative and memorable. Make sure they add value to the user.
You can choose to use informational videos, creatives that pop, helpful infographics, and high-quality photos.
Basically, any type of Ad that will leave an impression in the mind of your users.
Consideration type objective is carefully designed to cater to those people who are in the top and middle part of your sales funnel.
This objective is aimed at getting people interested in your product or services and works well when you promote content on your website such as articles, newsletters, white papers, ebooks, videos, etc.
Below are the different types of considerations ads:
Traffic Ad – WIth traffic ads, you can send people to specific landing pages on your website, a Facebook Event, or a Messenger Conversation
Engagement Ads – Engagement ads helps you boost your engagement on your posts, increase your Facebook Page Likes, or drive more Event responses for your brand.
You should use Engagement Ads when you want to increase the social authenticity of your posts by reaching more like-minded people on Facebook.
App Install Ads – App Install Ads are used to show your ads to those people who are more likely to engage & download your app.
Video Views: These ads are shown in order to increase the number of views your videos get.
Lead Generation Ads: Lead generation ads are used to get leads for your small business without hampering user experience by displaying forms, right from Facebook itself. It is a good way to generate a massive number of leads in a small duration of time.
Messenger Ads – Messenger Ads lets you show your ads directly on Facebook Messenger, thus increasing the chances of people messaging you directly.
When should I use the Consideration Objective for my Small Business?
Use consideration ads to target the top to middle funnel audience and drive them back to your website.
Do you have an awesome newsletter membership? Get your audience to sign up for it, by leading them back to your website.
Creating Free eBooks or infographics that encourage users to become a part of your Newsletter group is a great way to convert these cold leads into warm and hot leads.
Conversion Ads are aimed at making users take specific actions on your website. For example, you would like someone to sign up for your Digital Marketing Course or If you’re running an eCommerce Business, you would want a user to make a purchase from your website. It is in these instances that you will use the Conversion Ad objective.
These ads are targeted to audiences that are at the bottom of your sales funnel.
Even though conversion ads are the easiest in terms of measurement, they tend to be more costly than any other type of Ad objective.
There are 3 types of Conversion Ads, they are as follows:
Conversion – These ads are shown to those people who are more likely to take desirable actions on your website, for example, sending them to a product page on your website, so that they can make a purchase, which is counted as a conversion for your business.
Catalog Sales – You can use this type to drive sales by showing them ads for your product catalog.
Store Traffic – Store traffic ads are used to show your ads to those people who are more likely to visit your physical store. This is a great option to drive customers to visit your store if they live close to your locality.
When should I use conversion type ads?
Conversion objectives should be used when you want to get direct sales for your products.
These ads are aimed at attracting those customers who are ready to make a purchase from your business, aka the bottom level customers.
In order for conversion ads to work, you need to ensure that the Facebook pixel code is installed on your website, especially on your thank you page and other sections of your website.
- Refine your Target Audience Using Audience Insights
If you have no idea who to target for your Facebook Ads, you don’t need to worry.
Facebook gives you access to this amazing tool called Facebook Audience Insights.
In order for you to use it, you need to connect your Facebook Business Manager account to your page.
Visit Facebook Business Manager, then click on the burger icon on the top left-hand corner and click on the Audience Insights option. Then select the ‘People Connected to Your Page” option
Once you do this, you will be able to select your page in the bottom left-hand corner, and then Facebook will populate data about your audience such as Demographics, Similar Page Likes, Location, Activities such as Device Usage, and so on.
You can use it to target similar demographics, affinities as well as location as part of your Facebook ad campaigns. This tool can give you great insights into the kind of audience your business attracts.
4.) Set up Layers to your Targeting
Facebook gives you the option to target audiences with multiple interests, however, you can also narrow down your targeting based on their ‘And’ functionality.
For example, if you target audiences with multiple interests, and they all appear in one box, then that triggers the ‘OR’ functionality.
You may target one group that is interested in Social Media and another that is interested in Search Engine Optimization.
In this scenario, or functionality is triggered, so your audience size increases.
Your ads will show to people who are interested in Social Media or people who are interested in search engine optimization or both.
How can you narrow and refine this targeting by choosing the ‘and must also match’ option?
So you may choose to show your ad to someone who is interested in Social Media but filter it further by selecting the ‘and must also match’ option and select Search Engine Optimization.
In this scenario, your ads will show only to those people who are interested in both Social Media & Search Engine Optimization
This technique becomes particularly helpful when you’re trying to reach the right target audience for your brand.
- Leverage the Power of GEO-Targeting Effectively
As a small business owner, geo-targeting can be an extremely powerful tool to acquire high-quality leads for your business.
While some businesses don’t have physical restrictions on their services, there are many companies that can only cater to people living within a specific location.
Facebook gives you a number of options when it comes to Geo-Targeting. They are as follows:
People living in or recently in this location – This option targets people whose home or most recent location is within the selected area
People living in this location – This option targets those people whose home is within this location
People recently in this location – This targets people whose recent location is within the selected area
People traveling in this location – This options targets people whose most recent location was within the selected area but whose home is 125 mi or 200 km away
Example of effectively using one of these targeting options:
Let’s say you own a pizza shop and you only deliver to those people who live close to your store. In this scenario, it makes sense to use the option of targeting ‘People living in this location’.
In this way, your ads will show only to those people whose homes are close to your store where you can actually deliver.
Targeting any other users can lead to a waste in ad budget because a person who was recently in your location and living miles away may not order your pizza because they are obviously on the move.
Once you select this option, then you can simply choose the location you want your ads to show by selecting it via the dropdown option. You can filter your targeting based on the following:
- Postal/Zip Codes
You can also choose your locations based on radius by selecting their ‘Drop Pin’ functionality and literally drop a pin on the map and adjust the size based on kilometers or miles.
- Create Separate Campaigns for Retargeting & Reaching New Prospects
This is a common mistake that every new business makes. Combining both your retargeting audience and your new prospect audience into one campaign can often lead to confusion in analyzing the effectiveness of your campaigns.
Retargeting campaigns should be set up for only those prospects who have already interacted with your business whereas new prospect campaigns aim is to widen your audience and reach new customers.
Creating two separate adsets for your campaigns will help you gauge the overall effectiveness of your campaign and make necessary adjustments as well.
- Optimize your Campaign Budgets Effectively
Maintaining your advertising budgets is extremely important for small businesses. A great way to start your campaigns is by starting with relatively mid-range budgets to test how your campaigns are performing and then scaling it up from there depending on the outcome.
Another aspect to keep in mind is that as of February 2020, Facebook has updated all campaigns to the Campaign Budget Optimization (CBO) model. Previously, campaign budgets were controlled at the Adset level.
How does Campaign Budget Optimization Affect Small Businesses?
In the Campaign Budget Optimization module, Facebook divides your overall budget based on which Adset is performing the best.
The problem here is, that what is performing well according to you may differ compared to what Facebook thinks is a better performing adset.
Another concern is that you don’t get to manually test the full power of each Adset because Facebook takes control over the Overall Budget Spends.
You have the option to switch to Adset Budget Optimization and give the reins over to Facebook once you have thoroughly analyzed your Adsets.
- Conduct Competitor Analysis
Keeping track of your competition is a great way to know what they’re doing, what’s working for them, and what’s not.
Competitor analysis can give you inspiration on what type of content you should create for your social media campaigns as well as your website.
Check for the kind of engagement their content gets on social media, and compare it with your own.
Do you see any room for improvement? If yes, take inspiration and create something similar but add your own spin to it.
- Add Videos to Your Marketing Mix
Videos are a good way of showcasing your products and services to your customers by giving them a deeper experience of what you have to offer.
In fact, you can now take high-quality videos right from your smartphone and edit them on-the-go with tons of free apps available to download.
The amount of investment to create videos is almost negligible so it’s a perfect tool for small businesses.
Retargeting customers with in-depth videos about your business can also get them to engage with you.
- Keep Reinventing your AD Creatives
Running the same Ad creatives for a campaign over and over again will lead to Ad fatigue and result in a high cost per lead.
If you want to keep your audience engaged and get customers with a lower cost-per-lead, then it’s important to keep refreshing your Ad creatives with a frequency of 10 Days at least.
Constantly test new ads, let it run for a while, then change the creatives; not only will this boost your Ad Quality, but it will also keep your audience refreshed and engaged.
Facebook is a powerful platform to garner high-quality leads and increase sales in a cost-effective manner. If you’re a small business, using Facebook Ads will be highly advantageous for you.
However, I understand that you may want to focus on what’s more important to you rather than worry about the different Facebook Ad strategies mentioned here.
If that’s the case, I can help you save thousands of dollars in ad revenue by helping you with your Facebook Ad campaigns! Does that sound good to you? Of course, it does, so without wasting any time get in touch with me now for a quick chat by clicking here
In case you have any questions about Facebook Ads, you can also reach out to me in the comments section below.
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