In terms of internet marketing, how can a small business owner compete with the big guys? These days, users see nonstop campaigns packed with video, audio, and interactivity—and because we’re all a bit overloaded, one of the best ways to stand out is to take a step back and choose simplicity.
The good news: you don’t need to spend a fortune on banner ads, expensive Google campaigns, or high-budget video spots to get attention. Social media advertising—especially on Facebook—can be surprisingly cost-effective.
Why Facebook advertising works for small businesses
Facebook gives small businesses something that used to be reserved for big budgets: the ability to target ideal customers with precision. If you learn a bit about how Facebook targeting works, you can reach the right people without wasting money showing ads to everyone.
Pair that targeting with messaging that’s succinct and compelling, and you’re in a strong position. Your ad should quickly show how your product or service improves someone’s life—by saving time, providing entertainment, solving a problem, or making a time-intensive chore easier.
Standing out when everyone has a Facebook Page
Nearly every business has a Facebook Page now, so in order to stand out, you need two things:
- Consistent posting to keep your brand visible
- Smart targeting so your ads reach the people who actually care
One of the easiest ways to do both is by running Facebook advertising campaigns. When you create ads (in Ads Manager), you can target people based on location and demographics like age, gender, and interests. You can even reach people based on behaviors and activity off of Facebook.
Facebook ad targeting options
Facebook’s targeting options are one of its biggest strengths. You can target users by:
- Location
- Age
- Gender
- Interests
- Connections
- Relationship status
- Languages
- Education
- Workplaces
- And more
Most marketers start with the basics—location, age, gender, and interests. While location, age, and gender are standard demographics, interests can take your marketing to a whole new level (and we’ll break that down in another post).
How to start targeting the right audience
Location
Location targeting allows you to show ads to users in the country, state, city, or zip code you serve (or want to serve). This is especially helpful for local businesses.
Age and gender
Age and gender targeting should be based on your existing customer base. If women ages 25–44 make up the bulk of your customers, start by targeting only that segment. If it proves profitable, expand your targeting over time.
Promoting posts can be a simple, low-cost option
Facebook also allows you to promote specific posts, which can be a great entry point into internet marketing. Promoted posts can include a link to a page on your website with a clear call to action—making it easier to turn attention into traffic and conversions.
Big results don’t always require big budgets
Internet marketing on Facebook can help small business owners build brand awareness, grow a customer database, research buying habits, and stay top-of-mind with consumers.
For a relatively small cost, you can gain a major advantage over competitors—especially when you combine strong targeting with eye-catching creative and a message your audience will actually care about.
Want help building Facebook ads that your target audience will love? Contact Jus B Media and we’ll help you get started.
