The unshakable power of Facebook is undeniable. At the end of 2021, Facebook was nearing 3 billion global users (Meta, Facebook’s renamed parent company, reached almost 3.6 billion users in total). In Australia alone, approximately 60% of the population is on Facebook. Inevitably, the platform is a logical place to get eyes on your products and build brand awareness, no matter the size of your business. So, how does it work, and what are your options? Read on to find out why we value Facebook advertising for small businesses.
4 Reasons on the importance of Facebook advertising for small businesses
1-Reach your target audience
We’ve established that Facebook – with advertising access to over 60% of Australia’s population – has immense reach, enabling you to reach your target audience efficiently. Facebook also allows the creation of specific audiences so that every dollar spent on advertising is a worthwhile investment.
Build your Core Audience, defined by criteria such as age, location, gender and interests. This is your target market. Customised Audiences allow you to dig deeper: retarget and reconnect with those who have crossed paths with your business in the past. Whether they have visited your website or made a purchase, use your contact list to target them again on Facebook. Finally, Facebook also offers the option to target a Lookalike Audience, essentially, an audience that has similar interests to your existing customers. Based on these traits, they are more likely to purchase.
2-Engage your audience with video advertising
We’ve always said that content is king, but the power of video marketing (and, therefore, video advertising) is continuing to grow.
Facebook Watch, Facebook’s video-on-demand service, engages with over 9 million Australian users each month. Facebook also reports that, globally, 74% of non-skippable video ads are completed – we’re happy to sit through the ads while we wait for the content.
Videos are quick and snappy, easy to digest and, when targeted correctly, sync up to the needs, wants and desires of the audience. They’re immersive and often enjoyable, too. Reportedly, half of the time spent on Facebook is viewing videos, whether Stories, in-feed, or in-stream. So, create content and structure your advertising around the touchpoints they prefer.
3-Meet your audience in Messenger
Globally, Messenger has over 1.3 billion users – it’s a simple platform to connect and chat in a streamlined format. Spark a conversation with your audience and invite them to engage with your small business on another level.
Facebook offers targeted placements within the Messenger app, visible in the Chats tab. As we continue to develop brand identity and persona, the presence amongst strings of conversations adds another human element. Users simply tap on the ad, and you may prompt them to ask a question, go through to your website or app.
4-Work with any budget
Importantly, Facebook advertising isn’t only for the big-budget conglomerates. The start-up and growing small business can reap the benefits as well. Set the budget, define your bid strategy and reach new audiences.
Consider engaging with a digital marketing agency to assist in managing, building and creating your Facebook advertising campaign. Our expert team take pride in working with businesses of all sizes and enabling them to flourish. We’re passionate about digital advertising and dedicated to fostering an enjoyable online experience for your business and your audience.
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