Running a local business?
You may think that Facebook ads may not be for you since you’re working with just a small audience. Don’t worry, a lot of local business owners feel the same way.
However, since the Facebook platform is very cost-effective and works with any audience size, it’s nothing you should shy away from.
In this post, we’ll share with you 4 strategies you can employ to use Facebook ads to promote your local business.
Boost Your Posts
Boosting your posts is the easiest way to get your business in front of the people in your local neighborhood.
If you post regularly, Facebook can show you which among them are being received well by the people who see it. Take your best performing post and click on the “Boost Post” button to have it reach more people in your area even if they don’t follow your Business Page.
To boost your posts, you just have to check out the posts on your page and select the “Boost Post” button below it.
You will then be asked to put in who you will target with your post. We recommend starting with just your immediate location. If you find that the target Audience is too big, that’s when you add in layers of targeting such as demographics, interests or by targeting friends of people who already follow your business page.
For more information on how to target people on Facebook, check out this post.
Maximize Your Reach
When creating a Facebook ad campaign, you will be asked for your campaign objective.
Normally we recommend going with the campaign which closely resembles your own business objectives which is why we usually go with conversion campaigns or website clicks campaigns.
But for local businesses, we also recommend trying the Reach objective.
This is a great objective to use because you are able to maximize your ads to show to as much as your audience as possible and at the same time, you can also set how frequent your ads will appear to your audience.
It is unlike campaigns which are optimized for impressions because for these campaigns, they just maximize your impressions with no regard to frequency.
This is best for when you just want awareness for your business and not necessarily promoting and specific offer. The idea is to constantly keep introducing yourself to your audience until there comes a time when they need to buy your product or avail of your service and they’ll think of you.
Call Out Your Audience
If targeting isn’t such a good option for boosting posts, you can also try calling your audience out in your ad.
By calling out your target audience, they self-identify themselves as part of your prospects as compared to you trying to find them through targeting on Facebook.
The simplest way to call out your audience is to start your copy by greeting them. Start your ad with “Hi _______!” like “Hi Business Owners!” or “Hi New Yorkers!”
This will give your ad more of an advantage in terms of getting your audience’s attention.
One important thing to consider though is that Facebook does not allow ads to call out people by certain characteristics such as religion, race, and a lot more sensitive information. These are all part of Facebook’s terms of service for its advertising platforms.
If your business falls under these restricted characteristics, don’t worry. There’s still a work around.
All you need to do is to make sure your copy does not directly call out your audience by their sensitive characteristic nor does it ask them to self-identify with that characteristic.
For example, if your target audience is overweight men, you can’t say “Hey overweight men!”or “Are you overweight?”. Instead, you can lead with something like “We provide services to help overweight men get better health”.
You can talk about the issue without directly telling the user’s that you are talking directly to them.
But going back to the main point, if your business does not fall under these restrictions, then feel free to call out your audience directly.
An alternative to asking your audience to self-identify by calling them out is to ask everyone else to identify the people in your target audience.
Some people love to share content with people close to them regardless if the piece of content is valuable to the sharer.
For example, if you are running a local pizza restaurant, boost a post with your bestseller and in the copy, ask people to “tag someone you want to share this pizza with!”.
Another way is to share content or a video which is either valuable and/or entertaining and ask your audience to tag their friends who can relate to your content.
There are many ways to do this but the key is to explicitly ask your audience to tag their friends.
This will increase your organic reach too which is great for your page and the reach of your future posts.
What other strategies have you used for your local businesses? Share them with us in the comments below!