Running a small business is tough at the best of times. Throw in a pandemic and a recession and the pressures to succeed just mount. So, when it comes to allocating marketing budget, the margins are not there to fail and a scattergun approach is just not an option.

Facebook & Instagram ads, managed well, have always been a cost-effective way to get new business. I have highlighted some of the reasons below. As we get into the busiest selling season of the year, it would be worth setting aside a portion of your marketing budget run these ads.

Here are 6 reasons why you should be running Facebook ads:

1. Your audience is on Facebook
With over 2.7 billion monthly active users as of the 2nd quarter of 2020, (37million of these in the UK), Facebook is undoubtably the biggest and busiest network in the world.  Your customers are on there. While they swipe up, your business can appear in front of them but specifically targeted at your ideal client through audience targeting. (point 3)

2. Facebook ads are cheap
Facebook ads work out cheaper than many other social advertising as long as you are managing them right. Once Facebook gets to know who your ideal audience is, your ads can become even cheaper as Facebook finds it easier to find your ideal client using the knowledge they have gathered so far.

3. Targeting is laser focused
One of the unique selling points of Facebook ads is that you can laser focus your targeting so only the people who are your ideal client will see your ads. You can narrow the audience down by gender, age, geography and a host of many other interest-based options, ensuring that your ads are seem by the people who are most likely to buy your product.

4. You can create retargeting funnels to increase sales
You can create retargeting funnels so you can retarget previous engagers of your ads with further ads to push them over the line and buy from you. This is highly effective is increasing those sales!

5. You can convert a highly effective audience into a new highly effective audience
If you have managed to create a highly effective audience that buys off you, then you can create a ‘Lookalike’ audience on Facebook. Facebook will match the original audience with a whole new audience of people that are similar to your seed audience who you can then start advertising to.

6. Valuable analytics
Facebook offers in depth analytics and tracking so that you can analyse what has worked, what has not worked, so that you can then tweak or push certain creative, audiences etc. This limits budget wastage and ensures that you are spending your money wisely.

By Natasha Fitzpatrick

Natasha is Facebook Ads Strategist specialising in helping businesses increase sales and generate leads.

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