As we move into Q4 (Holiday!) you should be asking yourself “How am I going to stand out?”, “What am I doing that’s different, and better, than my competition?”, and “How can I go up against the big box stores?” We always recommend running Facebook ads and, in that spirit, here are 3 tips to make your ads stand out from your competition:
1. Humanize and personalize. As a small business, your relationship with your customers is an incredible asset. Be sure that is showcased in your ads! Use images, video and copy that features your customers, your team, your mission, your neighborhood, your storefront and in-store displays. Small businesses have a huge advantage over big box retailers because they are such an ingrained part of their community. Pro tip: In-store video tours, with you or another employee on camera, are one of the best creative options for ads.
2. Use Custom Audiences. Audiences are one of the best features of Facebook’s Ads Manager and there are a bunch of ways to find your warm audiences (people who already know you) through Custom Audiences. Depending on your goals, and the content of the ads, there are many options for Custom Audiences including: people who have been to your website, who are on your Email list, engage with your Instagram page or people who have been to your Events. Ads with warm audiences tend to have lower costs and higher Engagement. Pro Tip: Turn your Custom Audiences into Lookalike audiences. Even though they’re cold audiences, Facebook has done the work of finding people that look like your warm audiences which makes them one step closer to becoming a customer.
3. Run a Most Recent ad. You’re already putting effort into creating your organic content, make sure more people see it! Currently, your Fans only see 1-6% of your content, even though they follow you. A Most Recent ad, which we run for all our clients, is under the Post Engagement objective and is a way to have your content seen more often. You swap out your posts every day so they all get promoted. Pro Tip: in addition to targeting your Fans, also target a Lookalike of your Fans.
Facebook ads are a great marketing option, especially with the buying season upon us. Running ads that reflect how awesome your store is, and running them to the right audiences, will make you stand out in the commerce crowd. ✨