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4 Tips for Promoting Your Small Business Using Facebook Ads

Published: Sep 7, 2020 Last Updated:Aug 9, 2021 by Itai Elizur In Social Media 5 SmallBusiness Trends

When you’re running a small business, you need to punch above your weight to compete with your much larger rivals, and that’s especially true if you’re only fielding a small marketing department.

One of the most important marketing channels, and one that you can’t afford to overlook, is social media. It’s estimated that by 2023, the number of social network users in the United States will increase to 257 million. 62.6% of marketers say that their social media advertising is somewhat or very effective.

If you're feeling overwhelmed by the different platforms and can’t decide which one to focus on, Facebook is the place to start. It boasts over 2.6 billion monthly active users, and it also heads the pack when it comes to social media marketing, with 93.7% of brands using it for marketing,

Promoting a Small Business with Facebook Ads

There are many ways to promote your brand on Facebook, including posting engaging video and text content and encouraging consumers to post photos of themselves with your products. But alongside organic content, you also need paid Facebook ads.

Paid ads are how people discover your business in the first place, and the best way to keep your brand top of mind so that when they are ready to make a purchase, your business is their obvious choice. It’s time for a short refresher course on making the most of Facebook ads.

1. Create Remarketing Campaigns

Remarketing is a classic marketing tactic for catching people who already interacted with your business but haven’t converted to paying customers. It’s also relevant when you want previous customers to return for repeat purchases. To succeed, you need to use data to track people who visit your site and monitor which actions they carry out. Then you’ll apply that data to refine your Facebook ad targeting. For example, someone might add products to their cart, but then leave the site without checking out. Remarketing campaigns plug that data into Facebook to show a specific ad only to people who have abandoned carts, reminding them to complete their purchase. Or you might have a product, like in B2B, that requires a longer sales cycle, so leads investigated your product, and then went on to compare other potential vendors before coming to a decision. If they regularly see your ad, they’re more likely to choose your business when they finally make a purchase.

2. Customize Your Ads

When it comes to marketing, personalization is vital. It’s tempting to think that the more people who see your ad, the more leads you’ll acquire and the more conversions you’ll see, but marketing data shows that this isn’t the case. Pushing your brand to thousands of people who have no interest at all in your product is a waste of your advertising budget (e.g., marketing artisanal sourdough bread to people who are gluten-free).

Instead, your ad will convert better the more targeted you can make it.

Facebook helps you out to some extent because you can refine your ad audience by gender, age, or interests such as punk rock music, skateboarding, or Caribbean cuisine. But the more data you can plugin, the more you can segment your audience for more personalized, and thus more relevant, ads.

Gather data about your website visitors on a granular level and use a tool like Hootsuite to track anyone who interacts with your brand on any social channel. Then you can use it to show specific ads to specific leads. For example, you may wish to show a different ad to someone who explored the “watches” section of your jewelry site to those who browsed diamond rings.

3. Tell Compelling Stories

It’s vital to make your ads as engaging as possible. That means that you need to stop thinking as though flyers or billboards have been transferred to the computer screen and start thinking about drawing leads into your storytelling.

Facebook and Instagram story ads bring this to their peak. You can use either video or a carousel of images to tell an appealing narrative that sparks the interest and imagination of your audience, and then invite the viewer to swipe up on a call-to-action to reach your landing page. Although these are only short snippets of ads, given that photos show for 6 seconds and videos play for up to 15 seconds, you can pack a lot into them. 57% of brands agree that story ads have been either “somewhat” or “very” effective as part of their marketing campaigns.

If you're just getting started, Crello helps you make appealing Facebook story ads quickly and easily. You can use the rich array of templates and combine them with animation, stock video clips, stickers, and more to customize them into effective video ads.

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