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If you are already using Facebook with great results for your small business then exploring advertising on their site is certainly worth looking at. Their advertising provides you a highly targeted method of getting your message in front of your target audience. They makes it easy to choose your target audience, budgeting of your ads and analytics to make sure you are getting the return you need. The amount of demographic information Facebook has on their users is staggering. You get to use this to your advantage and can target income range, geographic area, likes and dislikes, male or female, age, education and a host of other verticals. To start you must first identify your target audience. Just reaching out to males, 25-39 within 50 miles of your business will quickly burn through your budget. Think of your super-customers, ones that spend the most and visit your business often. Who would your ideal customer be and who are they now? Once you ad is created, Facebook lets you set daily budgets, helps you track clicks and conversions, and makes tweaking and testing your ad a pain free experience. Facebook ads are made of images that comprise 50% of the advertisement. The image you display is crucial to your success and we suggest rotating your image to increase the click-through rate. Implementing rotating ad copy that displays different call to actions will help you attract more people and allow you to market to the same person with different offers until they find one that resonates with them. The analytic data will tell you which ad provides the highest click-through with each demographic so you can ramp up those ads once you have a high enough testing range. The cost of advertising on Facebook is much lower than similar terms on Google Search and certainly lower then banner advertising on local newspaper websites. You are buying audiences with Facebook and not bidding on traffic or keywords where you often face competition that drives costs up. On Facebook it is rare that another business is targeting the exact same audience in your local market. Resist the urge to spend $1.00 a day and expect results. For online advertising to be effective you must test, test, test and it can take a few hundred clicks to develop enough analytic information to tweak your ads. If you are just starting out advertising online, Facebook provides the resources and easy to implement strategy that helps small businesses save money, target their audience and increase sales in a way that is hard to beat offline.
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