Facebook Advertising For Small Businesses In 2018
Facebook has easily become one of the strongest players in the marketing game. With 2 Billion active users its been referred to as a marketing Gold Mine.
No wonder businesses want to use it to promote there services or products.
But what is Facebook advertising for small businesses and how do they capitalize on it?
Nobody wants to waste money on ads that aren’t generating leads or sales. What good is a large pool of potential customers when you can’t reach them correctly?
60% of small businesses feel like there Facebook ads are failing.
There’s really easy ways to fix this you don’t have to be apart of that 60% any longer.
I’m going to show you the most common reasons Facebook ads fail for small businesses. But first lets take a look at at the whole picture.
The Problem Isn’t Facebook Ads, Its The Way Your Using Them
Over 90% of B2C marketers use social media as a form of content marketing. That leaves a very small potion of marketers who don’t.
97% of those companies are using Facebook to advertise!
That would mean Facebook marketing is successful for business owners. So why are so many small businesses struggling with it?
- LACK OF KNOWLEDGE AND UNDERSTANDING
To often small business owners play to many roles. Just because your an expert in your field or product doesnt mean you know everything about running a business. Facebook ads and social media marketing is not like ads you pay to run in the local paper.
You must have multiple campaigns. Each with different objectives, target audiences and intent.
Good news is Facebook helps you with this.
- WHAT OBJECTIVE SHOULD YOU USE?
Well that varies, so ask your self are you struggling with low sales?
Run a CONVERSION campaign.
Is your problem building familiarity in the community or brand awareness?
Optimize the ads for website visits and clicks.
Don’t be afraid to try carousel ads as a way to test engagement of different messaging.
- NO PLAN – NO STRATEGY – NO DATA MEASUREMENT
As a small business owner time is money. So ill walk you through some areas business owners tend to fail with Facebook ads.
With the huge potential Facebook has for growing your business if you don’t have a clear plan of what you want the end result to be you will fail! Its just another business tool that’s used different ways by different businesses.
Over 70% of small businesses want to use Facebook to build awareness or familiarity.
FIGURE OUT YOUR GOAL BEFORE YOU GO ANY FURTHER
Top goals with Facebook advertising for small businesses:
ATTRACTING NEW CUSTOMERS
INBOUND LEAD GENERATION
INCREASE WEBSITE TRAFFIC
IMPROVE CUSTOMER RETENTION
Keep in mind the average conversion rate for Facebook ads is only 9%. If your expecting your ads to perform a 40% conversion rate you will constantly feel like there failing.
Facebook Ads Produce The Best ROI From Other Platforms
- YOUR NOT INVESTING THE TIME
50% of small businesses spend around 1-2 hours a week on there social media marketing.
This is a major problem because over 3 million items are shared on Facebook every minute. If you infrequently active your ads will not be seen among all the other content.
Most social media marketers are posting on branded pages 8-10 times a day!
Facebook advertising for small businesses cant be an after thought or you will fail every time.
60 MILLION BUSINESS PAGES ON FACEBOOK
Sounds crazy? Only 4 million of those are actively posting. A non maintained business page can make anyone who lands there wonder if your still open or a real business at all. Facebook advertising needs to be done right or not at all.
- YOUR NOT INVESTING THE MONEY
Half of small business owners haven’t spent a dollar on Facebook’s paid advertising. While successful B2C marketers are spending 25% of there marketing budget on social media platforms.
I get it, throwing money at the unknown isn’t something small business owners want to do. Especially not knowing if they really work. on the upside you can test your post organically. Check the engagement of current posts, if its responding well with your target audience that’s a post to run paid advertisement. It will have a higher chance of success.
ADS ARE POSTS, YOUR PAYING TO MAXIMIZE YOUR REACH
A regular post doesn’t have the ability to hyper target people that are more likely to respond.
With paid advertising of Facebook small businesses can target based on:
You Can Even Re-target Everyone That Has Visited Your Website, Increasing Conversion Rates!
This is just the tip of the iceberg with Facebook advertising for small businesses.
- YOUR TARGETING THE WRONG AUDIENCE
I’m not saying you wont see any return, its the quality of the return that I question. Likes and clicks don’t always equal more revenue. If your using simple details to test your target audience its going to fail.
Gender – Age – Income are not detailed enough for Facebook to know who to target. You need unique behaviors or interests.
Audiences respond better with personalized ads.
Get very specific with your targeting and it will pay off.
Just because a majority of small businesses fail at Facebook advertising doesn’t mean you have to join them!
Facebook ads do work just remember to approach them correctly for your business.
As long as your targeting the right audience and invest wisely you will see a track-able return on investment.
Build relationships and they will be profitable.