As a small business, you don’t have a huge marketing budget every year to spend on building your brand. Generating leads and sales is crucial to the survival and growth of your business. However, word of mouth itself can be too unpredictable as an engine of growth. The good news is that Facebook presents the perfect channel for small businesses to build a consistent lead generation system at a manageable budget.
Apart from being cost-effective, Facebook offers an edge to traditional advertising platforms such as newspaper with its granular targeting options. While the latter reaches out to the general public, Facebook allows you to target people by attributes such as interests , career, life event etc. For people in the US, you get to do further targeting even by income level and more. Since Facebook charges by CPM/CPC, this allows you to focus your advertising dollars only on where it matter, presenting opportunities unlike anything we have seen before in the history of advertising.
The tricky thing about Facebook is that it is a social platform, not a commercial website per se, meaning to say that Facebook users are not readily looking at buying something. Advertisers seem to forget the fact and ended up bombarding their audience with repeated sales messages and annoying them. You must steer clear of making that mistake.
As a result of that, some of the best performing ad campaigns on Facebook are carried out with a low barrier call-to-actions such as free trial/consulation/ebook/webinar.
As a small business looking to maximize your advertising budget, direct response advertising is most apt. Choose website clicks or conversions as your advertising objective. Make use of words and images that evoke emotions which makes your audience take action. This would almost ensure that you always have a positive ROI whenever you buy ads on Facebook.
At the end of the day, the winners on Facebook will be those who managed to gain an intimate understanding of their audience. It helps in every step along the way, from deciding on your targeting settings to coming up with your offer. You can conduct survey with them in person or make use of online tools to enhance your understanding of your audience. By doing so, you will see Facebook ads skyrocket your business.
For more examples and explanation on building a profitable Facebook ad campaign, visit to find out more
Ted runs Ice Cube Marketing, a digital marketing agency in Singapore that helps local small businesses acquire leads from channels such as Facebook and Google.