Last column we discussed how to use Twitter and a Twitter client like TweetDeck to plan you marketing messages to local followers. Today, as promised - I will show you a part of Facebook that most local businesses have not explored - the Ad App.
Most businesses think using Facebook is about setting up a Fan page and encouraging people to 'Like' your page. While that is certainly part of a local marketing strategy - it is not nearly as effective as running targeted campaigns to raise your business' awareness and drive traffic to your website.
For incredibly low investment (I am talking as little as a dollar a day) you can run targeted local ads that will appear on the right hand column of a person's Facebook page.
So what do we mean by targeted? It essentially means you can create a demographically specific ad - so you are not paying money to wallpaper your name to a large audience, many of whom would never be your customer.
Here are a couple of examples. You are a salon- featuring holiday party hair appointments. Using the targeting criteria we can start making some assumptions. First is zeroing in on your geographic area. We select Canada, and then select a city - type in Newmarket - and it will include Facebook users in a 50 KM radius. Select women only - and then next - lets select an appropriate age - start around 25 - young women have disposable income and start caring about how they look at the office party at this age. The are a number of other criteria that can allow you to drill down even further - based on religion, home owner status, kids or no kids, but in this example - you select that parameter and that is a decent cross section for the market you are seeking out.
As you make selections the potential audience is displayed and refreshed on the right hand side.
Finally you select that amount of money you want to put into the campaign - so you can set a monthly amount - or a daily amount. Then you also select your per click bid. Facebook offers guidelines - but on a local level you could pay anywhere from .37 to 79 cents. How your ad displays also depends on how many people you are competing against in the local market, but also in the national market. Beer, car and insurance companies are all looking to hit some of the same demographic, but luckily the ad generator displays ads based on all requests - so if you bid the minimum - and a local garage is willing to pay .79 cents per click - their ad will trump your ad until they have hit their daily limit.
A second example is a local skateboard shop. Demographically - safe to say we are hitting kids to around age 23 - and probably a good bet to target boys.
What is effective about Facebook is people are generally surprised when they see a local business ad appear in a big international website like Facebook. That lends you credibility and a much stronger likelihood to click through and see what they are all about.
While your click rate might not be huge - and won't cost a lot - the other side of this - is your ad will be shown thousands of times, building brand and familiarity so when people are shopping locally they will have that recognition factor.
In promoting our own website - we set a modest $50 and targeted those of an age to own businesses, and belonging to some business associations. We have had well over 10,00 impressions, and only spent around $27 to this point. Try running an ad in the local free give-away paper - and you will burn that $50 for a tiny classified ad.
A key component to running these ads is to select a good image that is visually captive in that small format (see example) and also writing punchy copy - as like Twitter - you only have a limited amount of characters to get your message out and displaying properly. Facebook also offers the flexibility to run multiple campaign messages concurrently from the same parameters - so you can figure out what is the most effective way to push your ad.
Four C Communications provides Facebook ad services - working with you to create and place the ad - and we deal directly with Facebook - taking all the headache out of setting up an account - awaiting approvals and navigating the ad app. Give me a call at 905 717-0124 to discuss your local marketing challenges and how Four C can help break through the clutter.
Have a great run up to Christmas or Hanukah and we will talk to you again next week.
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