While learning how to integrate Facebook ads into your local marketing campaigns, you need to be prepared to offer your target audience something valuable free of charge or obligation.
It is said that Wall Drug in South Dakota achieved its infamous start by offering a free glass of water for settlers moving through the area in-order to claim their own lands. Things have changed since way back then, but one thing has remained the same.
Give people something for free which has perceived value in their eyes and they are likely to pay more attention to what you are selling. Almost nothing in this life is free, even if it looks, feels, smells and tastes free there is likely to be a loophole somewhere.
While many in your audience already understands this, you as a Marketer need to be able to capitalize upon the principal to achieve success with Facebook ad marketing to local targeted clients and customers. Businesses do this all the time by offering invaluable advice from their free blog which just so happens to be monetized for profit.
Since people won’t be actively looking for your products, you need to give them something that will pique their interest and add value to their lives. A reason to pay further attention to your marketing efforts with their limited and valuable time.
Therefore, instead of promoting your business or product, promote the benefit or value they will receive by clicking on the ad to receive your gift. This process will start by choosing the right audience to target and offering them something of value which is related to your industry/product in-order to capture them as qualified leads for future purchases.
5 Tips to Consider for Facebook Ad Marketing
Following the ideas below can empower your overall success with Facebook ads and as such it is highly recommended to consider each before deploying any new campaigns on this social media giant.
1) Target Right
Facebook has a great targeting option for local businesses. This means you can use Facebook ads to target local clients within your geographical location, as well as those who are interested in what you are selling. You can also use Facebook to match the gender and age requirements that are necessary to be able to buy merchandise from you.
While targeting the audience, keep the size of viewers targeted around 50,000 to 100,000 in number. This is easy to track on the Facebook Ad creator tool.
Alternatively, target using the custom and look – a – like tools. The former will have you uploading a list of your email address contacts to Facebook and getting them to see your ad. The latter, on the other hand, allows you to target accounts that are like your current customers.
2) Make Them Click
Next, you should give your target a good reason to click on your ad. Coupons offering unexpected savings are one of the best ways to do this. Give people an offer with a discount and watch as the clicks rise higher than you may have initially anticipated.
3) Track It
After setting up your coupon landing page and the Facebook ad, you need to track the statistics. Using the coupon app and the Facebook ads manager, you can automatically track all metrics from both the landing page and the associated ad – from the number of views the ad received to the number of conversions and coupons it has been able to claim.
4) Optimization Works
To further tweak your returns on investment, you should find ways to tweak the ads. The best option at this juncture is to use A/B testing. This will have you marketing in two versions (the Treatment and the Control). The goal here is to identify those changes that will increase the chances of getting results from your Facebook ads.
5) Follow Up
Although people will claim the coupons you offered, it does not necessarily mean that you have made a sale. Some people will plan on using the coupons later but unfortunately forget all about them as their own daily grind proceeds forward.
So, what’s the next step? As a local marketer, you should follow up with everyone who claimed your coupons. Keep them hooked to your business and compel them to make that first purchase using your coupon (or to make repeat purchases even after they have used it).
The best way to do this is using automated drip email campaigns. This works by sending out a series of specifically timed emails. This can be setup via Wishpond by using their eMail marketing automation tools. Of course, you should ensure that the eMails contain purchasing incentives and interesting content to further drive your sales upward over a couple of weeks and/or months.
In conclusion, learning how to combine Facebook ads with your local marketing efforts is a great way to capitalize on your social media presence, and thus, get more people buying from you.