Small businesses have advantage over big brands when it comes to experimentation; they have to face less red tapes and approvals. This is the reason many small brands and businesses are embracing the power of digital marketing. Facebook, in this regard is leading as small business owners are themselves spending the most time there. Therefore we’ve highlighted 5 important key points that a small business owners must keep in mind while marketing their products or services on Facebook or any other social media platform.
The Five Commandments of Facebook Marketing For Small Business
- USP
- Target Audience
- Photography
- Design
- Copy and content
USP (Unique selling proposition)
There are tens of other small businesses like yours trying to sell their stuff through Facebook. This brings an important question: Why should be your product or services be utilized compared to other tens of sellers out-there. USP (unique selling preposition) or the why factor, is often sidelined but it’s a very important component in creating a business that customers love.
A good unique selling proposition sets you apart from competitors and helps you focus your energy on introducing things that serve to your ideal group of customers. Especially when your small business is looking to grab some attention in a crowded marketplace.
Target Audience
Framing a marketing strategy without a clear understanding of your target audience is like setting a boat adrift without navigational tools. You’re moving but not towards a specific goal. Always keep your targeted audience in mind and then develop your marketing strategy according to it, if you don’t want to be afraid of wasting huge amount of time and money.
It is also very important that you use Facebook’s targeting options (interests, behaviors) when creating paid marketing ads. For small businesses having very limited financial resources, this features ensure that your money and energy are utilized in the right direction
Photography
Ever heard the term “Seeing is believing”? People are generally interested in seeing information than reading about it. There is no doubt about it that in today’s time images and videos are the building blocks of the internet’s new language. While small businesses might not have a budget to shoot a video ad of their business, they can harness the power of good photography. A case study from WhichTestOne shows that a well snapped photograph can increase lead generation by 28%.
The main reason behind visual content success is its potential to communicate complex messages very easily. For small businesses, who are continuously trying to capture the short attention span of web users which is hardly 5-10 seconds. So, if you want to take advantage of that short span try visualizing your content. More of it is explained in the next point.
Design
Bad designing can ruin a professionally done photography. Small businesses normally ignore the importance of designing giving lack of budget as a reason.
On Facebook, designing is even more important. Unlike Google ads, Facebook does not support moving ads or gifs (at the time writing, there are however reports that Facebook is working on motion ads). It is a common observation that customers are often willing to pay more for well-designed products–they relate a well-presented ad to the quality of product/services.
An important aspect in designing is the placement. A research by Ogilvy suggested that you might be losing 10% of your potential audience if your image is distracting them by being wrongly placed.
Content
Content is king, there is no arguing about it. When it comes marketing, ad copy is almost everything. Facebook has character limit on almost everything: your image can have only have 20% text, your headline can only have 25 character while only 90 characters are allowed in the text.
In short, every word counts!
So if you’re using Facebook advertising features make sure to keep your content accurate, nice and true. We’ll further discuss it our next blog that what are the proper advertising guidelines that one should keep in mind.
Conclusion
Facebook has become an extremely powerful marketing channel as it allows small businesses to connect with potential consumers on a more individual level. However, make sure you utilize this platforms to its full potential by keeping those points in mind which are mentioned above.
If you are a small business running paid marketing on Facebook and feel like your ads ain’t bringing the right results, contact us or get or request a free analysis test. We would love to help you grow and make full use of the potential of digital marketing.
