In a recent study, ReachLocal found that 75% of local businesses actively use Facebook to market their business. But Facebook marketing is more than just setting up a page and hoping people find your business. Even if you have a robust and active Facebook page, you could be missing a lot of potential consumers interested in your products and services that you have the opportunity to target via Facebook advertising.
So, how can you reach your target consumers on Facebook and drive meaningful results for your business? Facebook advertising has become an increasingly important and effective way to reach and engage consumers when they are using the Facebook site or app – which the average user now spends 40 minutes a day doing.
Here’s a look at three important types of Facebook advertising results your local businesses can get from Facebook advertising:
1. Drive Calls & Visits to Your Business
Driving conversions and leads is often the top goal for local businesses when they invest in online marketing. In fact, our survey found that the most common goal for local businesses in using social media is to generate leads.
Facebook advertising is a great fit for your digital marketing mix because you can drive conversions directly for your ads. For example, you can use call to action buttons directly on your ads that ask users to “Get Directions” or “Call Now” when they see your ads in the Facebook News Feed. This is especially helpful when consumers are using Facebook on their mobile devices and when combined with actionable offers viewers can redeem right away once they visit.
2. Increase Site Visits & Conversions
Driving traffic to your website can be another valuable way to generate conversions from your Facebook ads, and we found that 70% of local businesses have a goal of using social media to send traffic to their site. With Facebook ads, you can target hyper-relevant audiences and attract valuable visitors to your website through compelling information, offers, and more. With a campaign that’s built to entice viewers to visit and convert on your website, like by filling out a form to sign up for a service, book an appointment, or download a coupon, you can drive valuable conversions that can turn into sales.
3. Grow Engagement with Your Business
Another goal of Facebook advertising is to generate engagement with existing fans and new audiences. All Facebook ads are equipped with engagement buttons including “like” (and now, reactions), “share” and “comment.” But can’t you drive engagement without paying for ads? Sure, but there are a few additional benefits to driving additional engagement through an advertising strategy. For one, your ads can reach new, targeted audiences who don’t already follow you, expanding your reach and potentially driving new page views and likes. And when people engage with your ad, this actually boosts the performance of your organic posts!
These are just three of the types of results your local business can generate from Facebook advertising. Whether you’re looking to generate leads, build brand awareness, increase event attendance, or drive other actions, Facebook advertising is an effective way to help you meet your marketing goals.