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If you’re an owner of a small business, getting noticed in the midst of giant corporations isn’t easy. Placing ads on traditional marketing spaces can be very expensive and may not deliver the results you need. What if there was an accessible marketing tool you could use to identify and target specific groups of customers? Wouldn’t that open up your sales possibilities and put your brand on the map?
Facebook Ads and Promoted Posts
Companies can place ads on Facebook that are aimed at people’s basic profiles, such as age, residence, and preferences. This gives them the opportunity to spread their brand to a large audience while keeping costs manageable. However, campaigns that used this plan found that sometimes, the categories were too broad.
To illustrate this point, for golf brand, targeting men in the 18-25 year old bracket isn’t particularly cost-effective. Many of the people who belong to that age group might not be interested in sports altogether or may not be able to buy equipment because they can’t afford it.
The Power of Partner Categories
Using Facebook’s new partner categories, companies can direct their products to a more exclusive client base. This kind of targeting uses data of people’s activities around the web and can be used on top of the existing basic criteria already in place.
If, for example, you sell luxury vehicles in a particular city, you could get extremely specific about whom you market to: existing luxury car owners, people who can afford your price, car collectors, prospective buyers who live near your dealership, etc. You would then end up with a pool of people who are much more likely in the market to buy a new car in your area, making your ads more efficient at drawing conversions. If you want to know more about how Facebook can help you generate leads, check out one of our handbooks-Facebook Marketing for Local Businesses.
The Difference of Directed Marketing
According to Social Media Examiner, when people see ads that directly pertain to their needs, they are more likely to respond with a purchase. Often, there is miscommunication when trying to reach potential clients because sellers are targeting too many areas, causing their ads to become too generic.
For instance, travel agencies tend to simply show off tourist destinations in a country or city in their advertisements to reach a broad audience. However, this will not attract travelers who are looking for good places to just conduct business. Having a general approach can actually turn people away because they might regard a brand to only provide one type of service.
If you’ve been struggling to attain a strong web presence despite your efforts, a more focused social media campaign might be what you need to stand out from the crowd. Today’s online marketplace is getting more competitive than ever, so you need to take the next step and take advantage of all the tools that are available to you.