Facebook ads for small local business?

Image representing Facebook as depicted in Cru...

Image via CrunchBase

The question of the day for local marketing is if Facebook can really deliver local audience that is primed for shopping your store or locations?

You may have heard by now that Facebook has now passed Google in daily usage on the internet. That stat alone is mind-boggling, if you think of the incredible reach that Facebook has been able to generate, by allowing an open forum of communication to take place among friends.  So how does that apply to local business and marketing?

I have written several posts regarding Audience and the importance that your marketing strategy include an analysis of the audience value, based on your end goal. So Facebook we now know has a tremendous audience that should have all the qualities of broad-based marketing combined with the power of targeting. However are they looking to shop?  Is this Audience here to support your business or to just share interesting information with others?

I have not found any real statistics to support that Facebook fans produce any great success in sales when it comes to local broad-based marketing.  I do know from experience there have been instances of brilliance with local fan bases on Facebook that create one fantastic event in marketing. I recall a restaurant owner who challenged his friends to help him reach the 500 fans club, and once they did he threw an after hours party for all his fans only, he generated a new fan base with in a day and had a party which generated future clients.

So I guess the question once again is do you have a marketing plan for Facebook?

  1. Are you a local small business who can generate events on a regular basis that will continue to attack and inspire your friend network to respond?
  2. Are you expecting that just because you open up your Facebook page that it will grow organically to the point of marketing success by pure numbers?
  3. Have you designed your Facebook page to generate leads?

Here is what I need to share with you if you are a small local business:

  1. Facebook Ads gives you the power to target local consumers and only pay if they actually click on your ad. (PPC Model)
  2. Facebook Pages must contain information and conversation which interests your reader
  3. Fans get bored quickly so your strategy needs to be nimble.
  4. Don’t over sale. Give Back 2-3x more than you want to receive. Understand why they are there and what they are looking for and then add value to your relationship.
  5. Respond quickly and professionally to all communication.
  6. Ask for their business on your fan page.
  7. Build local Facebook ads that play to the customers needs not yours.
  8. Link Facebook ads to a lead generation page on Facebook or Website but make sure the fan gets something of value to them in return.
  9. Build multiple campaigns to run at the same time. Remember there are still only so many people in the marketplace for your widget today and with the PPC model you can afford to have multiple product lines marketed at the same time.
  10. Build a Blog and Feed it to Facebook so that you generate interesting content regularly and your fans have another outlet to communicate with you. Also ask you blog followers to follow you on Facebook. Provide additional content of Facebook. ( Photos)

In conclusion, I believe Facebook can be a very powerful local marketing tool, however you must remember that you still must create the audience.  Unlike traditional media in social media you must create your own marketplace and audience. This takes time and attention on your part.  As a small business owner it is a good idea to discuss with a marketing consultant when designing your social media strategy.  They can help you develop the plan, however I do suggest that you invest in the process and become a voice in your own plan. Fans want to know you, not your agency or consultant.

If  you would like to discuss your small business further sign up for my e-mail list and send me some contact information so that I can communicate with you.  I love to discuss this process with small business owners and help them get started. Check out my website at www.1to1valet.com

 

 

Free Spots = No Audience

Example of an American grocery store aisle.

Image via Wikipedia

Beware of the Free Spot. You know the ones, the ones on radio, TV, Classified Sections, Internet Directories etc… which you purchase x and get X+ Y and you are supposed to be thankful for them.

I had the privileged of sitting with an account today and listen to a media rep sell her on the value she was getting from his company, because every time she ran with them she got twice as many spots as she paid for. Man he made it sound fantastic.  I listen quietly and went along with his program until he was finished and we asked him to follow-up with us later. When the account asked me what I thought, I had to intervene and bring us back to reality.

The reason company X is giving away twice as many spots as what we paid for is can boiled down to a couple of points:

1) The original spots are over priced.

2) The Free Spots have no Audience listening of Value

3) The Audience that we are being sold is of little value in the marketplace because the best audience would never be given away FREE. The Big boys would have taken all they wanted of that Audience.

When Buying media it is important that you analysis the deal you are being pitched, for its merit in the market place, for the audience you are reaching and for value of the product compared to the norm.

Let me explain a little deeper.

1) Merit of the media in the market place.  If you are a small or medium-sized business and you are being pitched a product for marketing that seems really under priced or a really great value, stop and think a minute about why it is available. Are the biggest advertisers in the marketplace buying this package?  What do they know that you don’t?  Now that does not mean don’t buy it, this might be a great fit for you in your audience mix and for the price you are more likely to be able to afford enough to make a difference, just don’t allow your media rep to push into over believing in the media.

2)Free Spots traditionally don’t run during Drive Times, Prime Times, Featured Sections or Front Page Headlines. Free spots run when the inventory is not sold, in most cases when the audience is so thin that the Value even at FREE is questionable. Again don’t refuse them, even ask how many can be run in prime times or placement, but don’t let the FREE spots be sold to you as a bill of debt to the media company, they gave them to you because they needed to fill the void.

3)Audience is King. If your Free spots run when your target Audience is not their or is never there what value have you gained? Any guess as to why the largest grocery stores don’t buy late night Radio or TV spots? Could it be that the minimal audience that they might reach are not target grocery consumers?  If you are a small business, I understand you may not afford prime time or page three placement, however if the audience you buy must be the right one or you have wasted more money than the big guys who may have a budget that allows mistakes.

I am not a media basher. I believe all media works. If you target the right Audience at the right time, with the right message you will get results in every media out there, You just need to analysis the media buy up against the audience received and calculate its value towards your ultimate business goals.

Often this is why Media agency‘s and Media planners are so important to have on retainer, so that they can help you analysis the media plan and product mix and give you feedback on direction.