Facebook isn’t the best advertising platform for every business. The way to know if it’s right for your business is to understand who your customer avatar is, where they hang out, and what type of product you have.
Your Business Should Be Advertising On Facebook
Facebook marketing is beneficial for many different kinds of businesses. However, businesses that will benefit most from Facebook ads offer a non-necessity buy or some type of impulse buy.
Some examples of businesses that should definitely be advertising on Facebook include:
- E-commerce stores
- Information/education business
- Local businesses
- Direct-response
Also, businesses that need to build brand awareness can benefit from opening a Facebook Business Page, setting up Facebook ads manager, and running ads.
Build Brand Awareness
The reason Facebook is so great for building brand awareness is that there is such laser-focused targeting available on the social media platform. A lot of marketers are aware of this. But if you’re just learning how to market on Facebook, this may be new to you.
Using the Facebook ads manager, you can drill down to a very specific target audience. You can tell Facebook exactly who your target audience is by narrowing down who sees your ad set.
Facebook allows you to narrow your audience by:
- Interests
- Behaviors
- Demographics
- Persona
- Geographic location (city, zip code, distance, etc.)
- Age
- Gender
As you can see, this is particularly relevant to any type of local business, informational business, or e-commerce.
After running some ads, you’ll begin to see trends in who is responding to your Facebook stories vs. your Facebook post. You can test ad format, ad placement, and ad type, such as video, graphic, carousel, or text. All of this is available via the Facebook business manager.
Track Ad Campaign Performance
The Facebook ads manager makes it easy for marketers or business owners to measure the success of ad campaigns. Think of billboards, radio, print media, etc. With those types of marketing channels, you can’t select a custom audience, engage with the potential customer, or measure your return on ad spend.
Inside the Facebook ads manager, you can track every detail of every ad set you publish. And since Facebook bought Instagram, you can do the same with Instagram ads.
Why Facebook Works
One thing to remember about Facebook is that intent, as part of the sales funnel, is non-existent on the social media platform.
Facebook advertising is interrupter advertising.
You’re kind of catching people off guard. With Facebook advertising, it’s like you’re trying to work your way into their social circle.
Facebook marketing, in particular, Facebook advertising, is ideal for businesses that are marketing specifically to an interruption-based audience.
Not All Businesses Should Advertise on Facebook
There are a handful of businesses that should not use Facebook ads. Remember that the news feed creates a great atmosphere for interruptive advertising. It’s not as great if your business needs to target an intent-based audience.
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