Facebook and Instagram Advertising for Local Businesses
Advertising a local business in the busy internet world is not as easy as it may seem. There is a lot of effort, consistency, and perseverance involved in successful online advertising, especially when it comes to Facebook and Instagram Advertising. Every business has an advertising budget, but its efficient utilization is what matters most. If you don’t know the right way to advertise, you can write your advertisement budget as a loss to your business in your finance books. Feel free to check out our video demo on how we work with local businesses to advertise their business online.
If you’ve tried doing it yourself unsuccessfully or you thinking about starting paid advertising on Facebook & Instagram, here is how you can advertise your local business successfully without wasting your budget.
Step-by-Step Facebook & Instagram Ads
1) Define Your Target Audience
The first and foremost aspect to consider is to define your target audience. You might have a very broad audience, but when you’re creating ads, you must know who you are creating your ads for. So we recommend creating a specific audience within your broad audience. Personalizing ads will boost engagement significantly and save you some serious dollars.
Statistics from 2016 revealed that 71% of individuals does not mind ads that are relevant to them and their buying habits. A generic ad will not appeal to anyone. As a result, your money will go to waste because less people will engage with your ad. Use the attribute examples below to segment your target audience properly so you can create the best ads and get the best results.
- Age, Gender, Location – This is the most basic target audience. It’s a start, but if you only target using these three attributes you won’t be able to personalize your ads and YOU WILL waste your money.
- Life Stage – College student? Grad Student? Parents? Parents with kids in high school?
- Relationship – Single, Married, Dating, Divorced, etc.
- Interest – Dog lovers? Cat lovers? Love the outdoors? Sports?
- Income level – under $50k, above $100k
These are just some of the attributes you need to consider when you create your target audience. Once you’ve defined your target audience, only then should you move on to the next step.
2) Exclusive Offer, Promo, or Valuable Information Relevant to Your Target Audience
While the content of your ad has to be interesting, you need to reinforce its impact by introducing a valuable offer or a valuable piece of information. It is imperative to create your offer with your target audience (in step 1) in mind. For example, if you’re a hair stylist, you can offer “50% Off White Hair removal” to an audience of women ages 50+, but offer something different like a “Free Up-Do with a Haircut” to women ages 30 – 40.
The relevancy of your offer will increase engagement and conversion which will bring down the the cost of your Facebook Ads and Instagram Ads.
If not for the content, make your target audience remember your ad for the valuable offer in it.
3) Create an Ad Campaign & Start Setting Up Targeting Options
Once you have your target audience and your exclusive offer, you can now start building your ad campaign using Facebook Ads Manager. If you do not have a Facebook Ads Manager, it’s really easy to get started. Checkout creating a Facebook Business Manger by following these steps, or you can use our services to get you started.
First start by creating a campaign with the proper objective that is going to work well with your exclusive offer.
4) Give Your Ad a Beautiful Face
At this point, you want to give your ad a face. Statistics show that people can remember the visual of your ad three days after watching it. They will remember 65% of the visuals whereas the information retention is down to 10% for an audio-based piece of information. However, you must choose visuals that appeal to your target audience and relevant to your offer.
5) Create a Compelling Ad Copy
Add a description and a headline, also known as the Ad Copy, to your ad, and be sure to address your audience in it. Creating a compelling ad copy can be quite a task, but if you’ve defined your audience it will be much easier to come up with the perfect Ad Copy that speaks directly to your audience. The trick is to find a balance wherein your title and description addresses your audience while staying relevant to your ad image/video and the offer.
6) Use a Clear Call-to-Action
Do not assume that people will start searching you right after watching your video or ad. You have to remind them of taking an action after watching your video. Make place for a call-to-action in your title or the description of your ad.
7) Create a Custom Landing Page
Your landing page is where the magic happens. A compelling landing page will remind the potential customers of your offer, tell them how they will benefit from the offer, and eventually obtain their contact details in exchange for your special offer, promotion, or valuable piece of information.
Be sure to place the call to action button in the right position to get the best response from your customers. We also have sample landing pages we create for our clients when we manage their online advertising, check out or demo here.
8) Deliver Offers Instantly
At this point, you don’t want to keep your customer waiting. Making them wait means giving them time to think. Surprisingly, customers can change their mind in no time.
Deliver the special offer as soon as you can after you have obtained their contact details and make sure they also get the offer in their email inbox as well as a text message, if they shared their phone number.
9) Have a System to Redeem Coupons & Offers
You want to make sure that you have a system to easily claim and mark used coupons as “redeemed” or you’re in for a bookkeeping & logistical nightmare. Also making sure customers can only use the promo once, which is very important especially if the first initial offer is something free.
10) Send Email and SMS Reminders
It is time to use the contact details you had obtained from your customers on your landing page. Send reminders in SMS and email to the customers who have not used the discount coupons yet.
Create urgency by telling them the deadline when the offer will be over. Look at this example where the business has developed an amazing way to create urgency.
11) Re-target & Re-engage Your Customers Using the Contact Details Collected
Just because some customers did not redeem the coupons or visited your business does not mean they don’t want business with you. Approach them again with personalized emails. Remind them what they have missed. Give them another opportunity to redeem the offer. If the offer is over, tell them you will inform them when you launch a new one. In short, keep in touch with your potential customers.
Marketing and advertising are ongoing processes. Therefore, your consistency and determination matter a lot in their success and failure. For the best results, you should continue with other local digital marketing campaigns along with the ones mentioned above. Keep active with your local SEO and do not forget to claim your local listings, and registering on Google My Business.