Implementing Facebook Local Awareness Ads in Your Online Marketing Strategy
Facebook represents a 'data gold mine' for SMBs and local businesses. Searchbloom's Cody Jensen shows how to make that data gold actionable.
By now, you’ve likely heard countless business owners rave about the benefits of advertising through Facebook. Their testimonials are well-founded; after all, nearly 1.083 billion people are described to be active daily users. To put context to that number, that represents almost 39 percent of the world’s online population. So of course, businesses would to flock to this social media outlet to grow their customer base and build brand loyalty. The real question is why haven’t you joined them?
Maybe you have but haven’t seen those efforts pay off in the way that you anticipated. Or perhaps the prospect of keeping up with a Facebook advertising campaign seems daunting to you. Awesome news though, Facebook offers additional instruction that help make advertising in this medium much simpler. And what’s more, Facebook users have shown that they want to connect with the companies and providers that they rely upon. In fact, statistics show that 49 percent like a page just to support the brand it promotes.
Targeting to a whole New Level through Facebook
Many business owners fall into the trap of thinking that online marketing is just not meant for them because they have tried and failed. Don’t worry, we’ve all done that. Shake it off and try again, because Facebook works!
Through Facebook, you have a data gold mine. Find out what your customers like, where they are, how old they are, where they are in your city, and so much more. If you are going to do this, you need to commit to it, it is going to take at least 10 hours per month, and that is on a very small adspend. You will need to respond to comments, and questions from your ad if it is done right, and you should login every day. If you can’t commit to that, it really doesn’t jive with trying to build up a brand following.
Understanding Local Awareness Ads
All of this highlights the need to use Facebook to do more than just re-direct web traffic, but to also actually connect with potential customers who can visit you in-person. How is this possible? Simply turn to Facebook’s local awareness tools. These allow for the hyper-targeting of consumers living or visiting your service area.
Here’s how you can set up a Facebook local awareness ad:
- Using the Power Editor, create a new ad campaign selecting “Local Awareness” as your objective. (see image)
- At this point, you’ll be prompted to enter the location of your business.
- Next, you’ll select an ad target. Your target will be developed using a combination of two factors:
- Your location
- Your desired audience
- It’s important to note the Facebook offers more than 200 targeting options, based upon factors such as age, gender, occupation, income, interest and specific markets but if you are a one location shop, in a small town, or a start-up, you might consider starting wide and refining.
- With your ad target selected, you simply create the ad content, which then is displayed to users that meet your desired demographics. (Extremely Important)
- If you have multiple locations, just select the button on the right near the bottom.
If you have multiple locations, you can easily copy over your targeted information into a new campaign and simply adjust the location criteria. You can also implement more than one targeting method for a single store (you simply need to create a repeat campaign for the same location as each local awareness can only support two criteria).
Creating Quality (Planned) Content
Yet simply setting up a local awareness ad isn’t enough; you also need to have outstanding content supporting it. No matter how effective this advertising method may be at attracting customers, you can’t overcome the obstacles that ineffective content can place in a consumer’s path. Therefore, focus on including information that immediately draws interest. The release of a highly-anticipated new product or service works, or you could choose to highlight an upcoming or current product/service promotion.
Alongside your attention-grabbing text should be an image that’s equally as effective at generating interest. If you are a small business, put a picture of yourself not a picture of your logo. Those that show large crowds imply that viewers may be missing out on what others are enjoying. (Fear of Loss) An example would be a sport’s bar and grill that shows table after table of patrons cheering while watching a game.
Each Ad Campaign will be way different from the next but however you choose to structure your ad content, one element that cannot be overlooked is the call to action or (CTA). Fortunately, Facebook offers templates that allow you to create a custom call to action button. You can design yours to provide viewers with directions to your location or with your phone number so they can call you to schedule an appointment or reservation. You can even set yours up to link to a contact page to complete a simple form. This ability to connect personally with individual customers through the simple click of a button is the main advantage that local awareness ads offer.
The Ideal Supplemental Marketing Tool
Due to the ease at which Facebook ads can be created, it’s data, and amazing reach, Facebook can be an adjunct channel to other strategies such as search engine marketing or pay-per-click. With such a comprehensive marketing plan in place, you’ll soon find that the rising tides your campaigns generate will quickly begin to raise all your advertising boats. This my friends, is local branding at its finest.
Facebook offers countless new opportunities to reinforce local relationships with your current customers and identify targeted demographics to bring in new ones. Suggesting Facebook Ads in this post to Local and Small Business owners would be a dramatic understatement.
*Cody Jensen began his career with the corporate giant, Google Inc. He has been in Search Engine Marketing ever since, and has a specific acumen for SEO/SEM. Cody is the Founder & CEO of Searchbloom an industry leader in digital marketing. You can follow him at @codycjensen.