Facebook Advertising IntroductionIn today’s post we are going to discuss Facebook PPC advertising and give some tips and tricks of the trade for small business owners. Facebook pay per click allows you to target a selected area so if you are a small business owner with a shop, you can cast a net to only the areas you serviced. This will help narrow down your targeting and ensure quality leads. Facebook pay per click works on a bidding system. The cost you pay per click you receive depends on your bid, the niche, and the quality of your ad and the website you are advertising. Having quality content is a must, remember when you are writing your content to write to users, and not to the computer.Writing your Facebook AdFacebook allows two options, if you have a Facebook page for your business, you can advertise the page directly, or you can advertise a website directly. Depending on what you are trying to grow, but for our purposes we will focus on advertising a Facebook page because I think they are a little simpler. Listed below are the options we want to set in order to advertise a Facebook page.Make sure you have a headline that POPS! Your headline is probably the most important part of your ad, the picture being the second. Having good Ad Copy is a must when it comes to writing ads. Remember you are competing with other business owners in your area who also want customers. You have to be aggressive.Targeting customers on FacebookWhen you own a shop, advertising is going to be a little different when using pay per click. The big advantage is as that you can target a specific area as I stated before. If you are a business with a shop and a website that sells products, then you can advertise to places outside of your area if you wish. This is a great way to explore and find new customers. If your business does not operate in a certain area then different rules apply.First lets discuss users with a brick and mortar shop. Users who operate in a specific location would benefit best by targeting people in a certain radius of their business. I suggest you make a list of how your going to target your customers. I am going to use a pet shop as an example business. A pet shop in York PA with no website, would start their targeting list by targeting the York PA Area and/or a couple surround counties. Next thing on Facebook we want to take a look at the age and gender. Depending on your product, these options will be set differently. For our pet shop purposes we are going to Focus on men and women who are between the ages of 30-50. Next category is going to be specific interest. Since we are a pet shop, lets target #Animal Planet.. Try to be creative when your targeting. Facebook also offers a Broad Category area where you can be more specific on your targeting options. Below is a sample of what our targeting would look like.ConclusionAs you can see from the image above, Facebook will give you suggestions. These are a great way in finding hidden nuggets. Remember when your advertising you have to create multiple ads. We want to see which ad performs the best, then we fine tune that ad and pump it up. Pump up that ads budget and watch your customers roll in. Remember this is only one way to use Facebook Advertising. Facebook also has a new marketing technique where if you have more then 400 page likes, you can market your website using Facebook Marketing. Take your time and make sure your targeting is precise, and you will increase your visitors and customers every time.
It’s a fact that when budgets get tight, promotional efforts are the first thing businesses cut. Whether it’s PR, advertising or marketing – companies usually slice these programs quickly without a second thought. As one boss once told me “PR people are the last to know and the first to go.” Unfortunately, if you look at industry studies, companies need to be do just the opposite – they need to continue to promote their businesses more than ever in slow economic times. Historically, companies that have continued with their promotional programs do better and come out ahead of their competitors.PR Versus Advertising
The question remains: How do you promote your business when money is very tight? The answer: Be creative. Think strategically and focus on your core audience by using public relations instead of advertising. If you don’t understand the difference between the two than you probably have not been doing a good job of promoting your business anyway. Here’s why: There is a big difference between PR and advertising.Public relations is a targeted approach that extracts an intrinsic buy-in from your customers. It tells your story through third-party outlets, primarily the media. This gives PR credibility. Most people find out about new products or services by reading about them or asking other people – not by seeing ads. People are hit with hundreds of ads a day and we all tune out to keep our sanity! Think about it, would you rather pay for an advertisement or have an article in your local newspaper that features a happy customer that educates potential consumers about your product, who you are, and what you do?Advertising, on the other hand, is an expensive buckshot approach where you pay a lot of money to reach everyone, hoping that a few people will notice. It simply is not a good investment for small to medium-sized companies (which make up 95 percent of the economy). Business owners know this so they don’t advertise. The bottom line: advertising works well if you have unlimited funds and are a huge company like Nike or a Microsoft, and can continually throw massive amounts of money into advertising to reach consumers.The Major Difference
Here’s the major difference between PR and advertising: PR (publicity) builds a brand name; advertising is then used as a follow up tool to maintain the name. To understand this difference I recommend a book (which I give to all my clients) titled “The Fall of Advertising & The Rise of PR” by Al and Laura Ries. You can find it for .95 cents at any online book store.The other major difference between PR and advertising is that PR takes more time and commitment on your part. You are not turning the keys of the kingdom over to some supposed industry “guru/artist.” You are part of the team, fielding the ideas and recommendations. PR is not a ground attack, but an air strike with specific targets. This keeps the cost of PR low, and helps you provide a steady stream of information about your company to potential consumers.A good PR person has a lot of tools at their disposal to help you promote your business. You pay them for their time and any stories or articles that end up in the news do not cost you anything.
Such major companies such as Starbucks, Bobbi Brown Cosmetics and Dunkin Donuts have been launched with very small PR budgets.What a Good PR Person Can Do for Your Business:o A good PR professional can get your name out in the media by telling your story through consumer and educational stories, and tie-in’s to topics currently being discussed in the media called “hot button issues.” Example: Health care reform. If your company deals with privacy or living will issues, there is a story to be told now.o A good PR professional can promote you as an “expert” in your field. This makes the media aware of you, who you are and what your company does. They will contact you when they have questions about a topic related to your industry and this, in turn, raises the visibility of your company.o A good PR professional can write articles for you for your web site and send E-newsletters to your current customers loaded with news, information, tips and advice about your industry and business.o A good PR professional will find opportunities for your company with local organizations so that you can support special events such as health fairs or charitable events. Your employees can get involved and this creates a win-win because you are helping your community while increasing your visibility.o A good PR professional can promote your business through on-line article services that are viewed by hundreds of companies in your industry every day and use other “new media” such as Facebook to update your account(s) and keep your news fresh and interesting.Tips on How to Promote Your Small Business and Not Break the Bank:o Determine your budget and your commitment level in employee hours on your part.o Find a reputable PR professional, there are a lot of good freelancers out there who have extensive experience. They are much cheaper than an agency, and you get personalized service from the top dog, not a college-aged kid, hired to save the agency money.o Find a PR person by observing what other companies are doing, if you see a company that has a successful PR program, call the owner and ask him/her who they use, or Google PR professionals in your area. Example: “Public Relations professionals in Louisville.”o Once you have identified a few candidates, set up meetings and go over your goals, ask them for some ideas, and pay them for two hours of their time to find out if they are a good fit for you. Most will not charge you for an initial meeting.o Invest in a long-term plan of at least six months to a year. Go back and re-evaluate your plan in three months.As a business owner, you know the importance of building your business at a slow and steady pace. PR works the same way. Think of PR as the tortoise in the “Tortoise and the Hare” fable. Slow and steady wins the race. Remember, building strong relationships with your customers is the most important goal you have. Let a good PR professional help you meet that goal.
Advertising your products or your services will require a lot of work. However, if you are willing to try even the simplest measures, your business might be able to reach your advertising and marketing goals.Even if your business is just starting out, don’t think that you won’t get a share out of the market that is out there. Getting a few people to notice what you have to offer to them is already an achievement. Learning how to sustain and, later on, improve that interest is important.Keep in mind that you have a small business. You might not be able to compete with the big companies and their nationwide TV commercials or their billboards. It will be very hard for you to compete. Remember that you do not have the money as well as the resources in order to pull off such plans. However, what you can do is to be unique and creative with your plans. Advertise your product or service in a way that is uniquely your own. Your customers will be able to easily remember you and your company through these advertising strategies.Be sure to offer something to your clients or customers. Don’t just advertise and show your name and say what your company does. You also have to make sure that there are some things that will make new customers prefer having you over other established companies.As much as possible, make your rates lower than the market standard. It can be hard to convince buyers to shift to your product or service if what you are offering is more expensive than what they have been used to getting. But, be careful not to put a very low price tag. Customers can be suspicious and think that your product or service is just a scam.Go online and get as much people in your locality to connect with your business website or social networking page. Most websites can be maintained at a minimal price. Also, social networking websites are free. In addition, there is no need for you to hire an employee for this part of the marketing process. You just need to invest more time in order to improve your business’ online presence.Start small scale and then go to a larger plan. Starting small can mean that you will be able to protect your budget. You shouldn’t invest a huge amount of money on something that you don’t have full confidence in. Take this as a test of your marketing plans. You are not necessarily going full swing with your advertising efforts but you are also trying out which tasks you might invest more in to be able to promote your business.Make some minor modifications to reduce your marketing expenses. Instead of using a whole piece of paper that measures 8 x 11 inches, it might be wiser for you to use smaller pieces of paper. Surely, you won’t need a whole page to tell your potential clients what you have to offer for them. This can help you reach more people with the same amount of money.