Like any business, yours can be profitable only when customers know about it. Whether you’re a contractor, builder or some other tradesman, you need continuous exposure to consistently drive new customers to your door. Are Facebook ads an effective medium for this? Let’s take a closer look.
How Do Facebook Ads Really Work?
If you’re familiar with Google Adwords and other PPC (Pay Per Click) options, Facebook ads are very similar. Essentially, advertisers pay a fee each time one of their ads is clicked. It’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.
The big difference is that paid search (i.e., PPC) helps your prospective customers find your company’s website. Paid social (i.e., Facebook ads) helps your company find prospective customers. Facebook lets you do this by giving you the ability to zero in on your target audience – those who are most likely to need your services.
To set up an ad, you first need to pick an objective for your campaign. Let’s assume that most of you want more people visiting your site.
Next, you tell Facebook whom you’re targeting, or specifically who you want to visit your site. This is done through audience segmentation, an in-depth process where you essentially build the ideal profile for a customer. The profile can incorporate everything from demographics to behaviors. In total, there are thousands to choose from, so you really want to take your time getting as specific as possible.
Why Some Ads Work and Some Don’t
The truth is yes, Facebook ads really can work, even for B2B companies. Let’s focus on why some produce absolutely amazing results while others don’t do much of anything. The following are the true differentiators:
Understanding Your Perfect Customer
We already touched on this one above, so we’re just going to reiterate it here and add that you should constantly be revising this target profile until you’re sure you’re getting the maximum number of clicks from your Facebook ad.
Keep in mind, too, that it needs to be relevant. If you find that a lot of people are clicking on your ad, but this doesn’t seem to correlate with more business, then you’re most likely losing them because your ad is not relevant to them.
Include an Attractive Value Proposition
A value proposition is something that convinces your reader to click on the ad in order to learn more about your company. This could be something like:
- How your business differs from the competition
- Why they should click through to your website
- A rare offer that they can only take advantage of right now
Whatever the case, you need a proposition that will be tempting enough to pull them away from Facebook, where they’re currently perfectly happy talking to friends and watching cute kitten videos.
Your value proposition must deliver. Likewise, if it’s too unrealistic – even though you’re 100% telling the truth, don’t expect much in the way of clicks.
Include a Clear CTA
A CTA (Call-to-Action) is vital for every Facebook ad. Even if you think that it’s obvious what you want the prospect to do next, you can’t chance it. Instead, make sure you tell them specifically to click, call, like, share, whatever other action you want them to do.
The Final Verdict
At the end of the day, Facebook is great for business, but like so many things, you’ll only get out of it what you put into it. If you don’t take this resource seriously, you can’t possibly expect any impressive results.
Want to learn more about how you can market your business? Your Cyber Partner has a free document, “50 Ways to Market Your Business Online in 15 Minutes per Day” that will give you plenty of ideas for how you can bring even more exposure to your company (many of which are completely free to implement).