Looking for a way to promote your local business successfully, that is easier and more cost-effective than traditional television or print advertisements?
Are you currently using r have tried using Google or Facebook for advertising, not getting the results you expected and just thought you were throwing away your money?
If that is the case then I would like to welcome you, as you have come to the right place!
In this blog post, I will be explaining to you why you shouldn’t give up and why Facebook Advertising can bring the exposure and sales that you would like your business to have. show you a great example of a real local business that has used them and how you can use them to drive new customers into your shop.
Let’s get started.
Why Facebook Advertising Works for all Local Businesses
1. Consumers don’t use Google to search for products they buy frequently and locally.
The first place local businesses usually start with when deciding to advertise online is on Google. For some businesses this can be the best idea, but not for all businesses. When a consumer typically buys something locally and on a regular basis, such as food shopping, dry cleaning services, or cosmetics, they are probably not going to search on google to buy those things. They just want to go to the nearest store to get them as soon as possible.
In order to drive in-store sales using online advertising, you need to be able to target the correct consumers in your local area and show the product or service to them somewhere that they’ll see it. The one website that allows you to do both of these things is Facebook.
This number may seem very overwhelming, but by understanding a little who those users are—and how they use Facebook—you can develop a successful advertising strategy to identify and engage your ideal customers.
2. You can easily target people within a certain geographical area of your business
Facebook allows you to target your Ads as finitely as a single town or city. This makes it easy to only show your Ad to the people who will be able to walk or drive to your store.
3. You can easily promote coupons and offers
Using either a 3rd party Facebook coupon app or Facebook’s Offers app, you can easily advertise your coupons and drive people to claim them on Facebook.
4. You can target people who have bought from you in the past
Using Facebook’s Custom Audience targeting option, you can target people whose email address or phone number you have collected. And if you use any kind of loyalty program, then you will have this kind of information.
How to Use Facebook Ads for Your Local Business
The most effective way to drive new customer using Facebook Ads is to offer people something of value for free. Unlike Google Adwords, people aren’t actively searching for your products, so you can’t expect them to buy something from your Ad, even if they’re interested in it. Google Adwords is powerful because you can show them to people who are interested in buying your products RIGHT NOW.
With Facebook Ads, you don’t have that same intent to capitalize on. You don’t know what people are thinking about when they’re on Facebook (Spoiler Alert: It’s not you!). So you have to give them something to pique their interest – something that gives your audience value.
Here is an example of an Ad that would probably work great on Google Adwords, but is wrong for Facebook Ads:
I’m sure this product is great and easy to use, but I have ZERO interest in or need for DIY Steel Buildings right now. Heck, I live in an apartment in Downtown Vancouver.
Instead of directly promoting a product or your business, you need to promote the value or benefit that I will receive by clicking on your Ad. Like I mentioned above, I’m probably not interested in buying your product right now. But if you choose the right target audience, you can easily offer me something of value related to your products or industry to capture me as a qualified lead for a future purchase.
To attract clicks from people who are interested in DIY Steel Buildings, or have a problem that they can solve, futurebuildings.com could offer a free piece of content to get me to click and give up my contact information in exchange for it.
Now that we’ve seen how not to run Facebook Ads for your local business, let me show the three steps to do it right:
1. Target the Right Audience
For local businesses, Facebook provides the most important targeting option, which is the ability to target people in your direct geographical location. Second, to that, you can also target people who are interested in your products, as well as match the age and gender necessary to use your products.
The one thing to keep in mind is to keep your audience size around 50,000 – 100,000 people. You can track this on the right side of the Facebook Ad Creator:
An easier way to target is through Custom and Look-A-Like Audience targeting. Custom Audience targeting allows you to target specific people with Ads on Facebook. To do this, all you need to do is upload a list of email addresses to Facebook. Facebook will match them to their associated Facebook account and show those people your Ad.
Look-A-Like Targeting allows you to target people who are similar to your current customers.
This makes it easy for you to find new people to target, without spending hours tinkering with different targeting options. Similar to Custom Audience, you simply upload a list of your customer’s email addresses to Facebook. Facebook will match them to their associated Facebook account, and then find similar interests and demographic information between them. Then Facebook will find and target your Ad to other people who match this synthesized information set.
2. Give People a Reason to Click
As I iterated on above, Facebook Ads require you to provide an incentive to get people to click. They are most likely not thinking of buying something when they see your Ad on Facebook.
So what is the best incentive to not only get people to click but also get clicks from people who are truly interested in buying from you?
And it doesn’t need to be something crazy like 75% Off. Something as small as 25% Off will generate a click from someone if it’s from a local business near them that they may buy from.
And if you want to send people who click to a coupon page built using Wishpond’s coupon app, here is how it could look, both on mobile phones and desktop computers:
3. Tracking your Facebook Ads
OK, so you have your Ad and coupon landing page setup. Now it’s time to track the stats of your Ad.
Focus on your cost per conversion (which is Conversions/Spent on this table). This will tell you exactly how much you are spending to get one sale lead for your business. And as long as the value of one sales lead is higher than the amount you’re paying for it, then your Facebook Ads are profitable. And you can keep running them.
4. Optimizing your Facebook Ads
If you’re like me, you’re never satisfied with your return on investment (ROI). You always want to find ways to tweak something to boost it.
So how do you optimize your Facebook Ads to get the best ROI out of them? Test, test, test. Specifically, A/B test.
A/B testing is a strategy in marketing in which two versions, A and B, (the Control and the Treatment) are tested against each other. The goal is to identify changes that increase the chance of what you want to occur, occurring.
How To A/B Test Your Facebook Advertising Campaigns
A/B testing requires you to create multiple versions of your Ad to test against each other. In each variation, you make only one variable of the Ad different. So if you’re A/B testing your Headline, use a different one in each variation, but leave the image and description of the Ad the same for both variations. This way, you will know for sure that it is the Headline that is causing the difference in the Ad’s conversion rate and nothing else.
I recommend testing two Ad variations at once. This will make it as fast (and cheap) as possible to see which variation converts the best. You can do multivariate testing, which is testing more than two variations at once. But this requires more time and money for you to see which variation is the best.
The Most Important Variables to A/B Test
Headline: This is the bold, blue text at the top of your Facebook Ad. It’s the most important element of your Ad to convince people to click. It’s where people will make their decision to actually stop and click. The description text can help, but the majority of people will have already made their decision to click before they read it.
Image: The image’s job is to get your Ad noticed. If you have a good image, it will draw people’s attention.
Landing Page: While this is a can of worms in itself, I just need to mention it here because it is often forgotten in the Facebook Ad process. It’s the factor that will determine if people who click your Ad actually convert, buy or sign up.
3. Follow Up With Entrants By Email
Even though a person claims your coupon, it doesn’t mean an automatic sale. A person may easily plan to use it later on and forget about it.
So what do you do about it?
You need to follow-up with that person to keep them interested in your business and push them to either make that first purchase with your coupon or make repeat purchases after they’ve used it. This is done through automated “drip” email campaigns. This is a series of timed emails, which can easily be set up with Wishpond’s Email Marketing Automation Tool, that provide interesting content and purchase incentives to drive purchases over a number of weeks or months.
Let me use a grocery store as an example to show how you can drive more purchases through email:
- After a person claims your coupon, send them an email immediately with the coupon itself, as well as a few items, or a recipe, they can purchase using the coupon.
- A few days later, send an email with three links to three different recipes, with a coupon to purchase the items needed in the recipe at a discounted price. Make sure each link is significantly different enough to get an understanding of that person’s taste in food/lifestyle.
- Based on which link the person clicked on, add them to a more targeted list, and send them weekly emails with new recipes, and coupons, for their specific tastes.
This simple drip email campaign will keep this grocery store top-of-mind anytime their customers are going to shop and will drive more purchases when customers receive recipes they want to try. If your business is a b2b business, find out how to make Facebook can work for your business too here!