May 31, 2013
One of social media’s top advantages is that it’s free marketing. But if you’ve been posting on Facebook without seeing your audience grow, it might be time to invest some money.
Facebook’s massive social database is a boon for driving traffic to your store. If you want to gain a new audience and not simply talk to existing fans, run a Facebook ad. Spending even $100 on ads for one month can attract many new loyal customers.
A brief how–to
On the left side of your Facebook page, click on “Ads Manager.”
On the next page, the green button “Create an ad” will walk you through an easy setup in which you determine how much and for how long you want the campaign to run, as well as who to target.
To reach your customers geographically, filter your ad by location using city or ZIP code.
But it’s not enough to know whom to target. The most important part of the ad is your messaging. “A successful campaign is really rooted in creating quick sound bites,” says Rachel Kay of Rachel Kay Public Relations, a Solana Beach, Calif.-based firm that runs Facebook ad campaigns for several natural clients. The character count for ads is small, so stick to strong, brief messaging and be sure your imagery resonates.
Tactics to try
Lifestyle and aspirational photos
Coupon offers and promotions for $1 or 50 cents off
Messaging that attracts gluten-free or vegan and vegetarian shoppers
Monitor your analytics each day to see which messages cause people to convert to fans, and weed out the messages that don’t.
Once you acquire more followers, ensure they continue to see your posts. Clicking on “Boost post” in the lower right corner of any post allows you to quickly and easily promote it to your fans’ (and their friends’) news feeds. Prices start at $15, and the more you pay, the more people you reach.
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