How Do I Advertise My Small Business – Do you want to increase your sales and expand your customer base through social networks? Social media advertising (paid content on social media) is one of the most profitable forms of digital advertising. With 2.8 billion people (37% of the world’s population) using social media, it’s a marketing opportunity that any small business can take advantage of. But where do you start and how do you make sure you’re getting the best bang for your buck?
For many reasons, social media advertising is quickly becoming one of the most effective advertising channels for small businesses. Here are some tips for advertising on social media.
How Do I Advertise My Small Business
The number of people you can reach through social media advertising is huge – and it continues to grow.
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As of June 2017, Facebook has two billion monthly active users, with one billion logging in daily. According to statistics portal Statista, 45% of women and 55% of men are actively using Facebook worldwide in January 2018. This suggests that no matter who you target, you can probably reach them through this channel and maintain a huge online presence.
If your target audience is over 65, that doesn’t mean you shouldn’t use Facebook ads, they’re still more likely to be there than Instagram, Twitter or LinkedIn.
It all depends on where your target audience spends most of their time online. Instagram has over 800 million users, Twitter has 330 million monthly active users, while LinkedIn has over 546 million users. The opportunity is huge, but first you need to find out your target audience.
Social platforms provide content marketers with demographic and psychographic data so you can target users based on their age, gender, personality, values, attitudes, lifestyle and more. This means you can have complete control over who sees your paid and free ads and create your own custom audience by leveraging your budget and time and driving the right traffic to your website. Filters include:
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So even if you operate in a very niche market, you can still target customers with social ads.
Paid social media follows the pay-per-click (PPC) format (similar to Google AdWords), which means you have full control over your advertising budget and only pay when users take the desired action, such as visiting your website. This is an advantage of digital marketing. So don’t worry about advertising costs, they can’t increase – you set the goalposts. Setting a “lifetime budget” determines how much you’re willing to pay for the duration of your ads, so you’re in complete control.
Social media ads can fit well with any existing social media activity and vice versa. It’s about a clear brand message that gets through. If a new customer finds you through an ad, they may want to check out your organic social activity before forming a final opinion. Make sure everything you post on social media reflects your brand – whether it’s organic or paid.
Once your ads are fine-tuned, you can set them up and run them. This means that you can spend less time and effort on online marketing and focus on other areas of your business. However, it is important that you continue to monitor and refine them so that they continue to be successful.
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Each social media channel offers useful built-in analytics that show what’s working best and where there’s room for improvement. You can then compare your ads to your site’s traffic and sales numbers.
Don’t forget to keep an eye on your competitors – are they running ads? Where? Do they use Twitter advertising? Instagram advertising? Maybe they use LinkedIn advertising? Do they get highly visible engagement? Do as much research as possible to give your first ads the best possible chance of achieving your goals.
Paid search like Google Adwords helps potential customers find you, while paid social ads are more proactive – helping your business find new customers. You go to them. If the budget is available, it is worth investing in both. If a choice has to be made, social advertising is firmly in place because of the scale and targeting options.
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Facebook ads appeal to businesses of all sizes because of their low cost and large database. If you have a tight marketing budget and want to try social ads, Facebook is one of your best options. The benefits include:
You set the parameters. The two primary factors that affect the cost of your Facebook ads are your target audience and your ads’ relevance score. The more desirable your target audience, the more expensive it will cost to target above your competitors to achieve click-through rates. Your relevance score is based on the success of your ads. You get a rating of 1-10 based on how users interact with it. It’s Facebook’s way of ensuring that pay-per-click ads are relevant to who they’re targeting. The higher the score, the less the ad costs per display. Seasons and holidays can also increase your spending because competition can increase during a certain period.
You can start a simple campaign from as little as £100. If your results are profitable, you can easily increase the budget.
If you’re not yet advertising on Facebook, it’s definitely worth thinking about how you can fit it into your marketing strategy.
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Facebook bought the photo-sharing app Instagram in 2012, so its ads use the same system as Facebook. With over 800 million users and growing, this is another channel with strong marketing potential that can be great for certain types of small businesses – eg food and restaurant and lifestyle businesses. Using news feeds from these sites is a great way to advertise on social media and you can’t waste money.
Don’t treat Instagram ads the same as Facebook ads because people use the platforms for different reasons (Facebook is for connecting with friends, articles, funny posts, etc., while Instagram is all about visually appealing images). Creating an Instagram business account is free and easy. The benefits include:
The average price per clicks are between £1 and £2 (costs vary widely depending on your ad type, industry and audience size). A good idea is to start with a low price of £5/day and increase it as the ads are refined. Then increase your daily budget and increase the number of people who see your ad. Facebook charges companies to show ads in exactly the same way: You decide what you spend every day / for a certain period of time. You can choose to be refunded based on how many users CLICK on your ad or how many people VIEW your ad. The right advertising strategy is key. Use Ads Manager for tighter control.
With 330 million monthly active users, Twitter is the third largest social media platform on the Internet. Twitter claims that 80 percent of its users are “affluent millennials” and that the main reason they use the platform is to “find something new and interesting.”
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Types of Twitter ads include Promoted Tweets, Promoted Accounts, and Promoted Trends. Promoted means that your ads will be shown to users who are not already following your Twitter account. Here’s a helpful overview of Hootsuite’s use of various Twitter ads.
There is no minimum spend and you can choose a daily budget for your ads. Ads appear in the auction system. Here’s more information from Twitter about how to set up an ad and how much it costs.
With over 546 million users in over 200 countries, LinkedIn is the largest social network for professionals. Every third professional has a LinkedIn account.
LinkedIn’s Campaign Manager is a self-serve advertising platform that lets you deliver relevant, targeted messages through sponsored content, sponsored email, and text ads.
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You can target people using a variety of filters, including location, company name, company industry, company size, job title, role, skills, degrees, fields of study, and more.
Daily spend is £2. Ads are priced per click (pay for performance) or per 1,000 impressions (ad viewed) (available for managed campaigns through a Marketing Solutions representative). Campaign Manager allows you to set your own budgets and manage your spending by setting the maximum budget you want to spend per campaign. day and enter maximum bid, which is the maximum amount you want to pay for each click or 1,000 impressions. Here’s more information on how to create an ad and how much it costs on LinkedIn.
Who Should Use It: Everyone. The diversity and number of active Facebook users provide the best probability of reaching your target audience at scale.
Most effective content: Copy + image (although you can hone what works best with your customer by running split test ads). Images account for 75-90 percent of the effectiveness of Facebook advertising.
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The most effective ad title length is four words and 15 words for the link description. Include a compelling offer to encourage interaction (39% of users like or follow a
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