As a small business, Facebook advertising may not be the first thing you think about when you’re trying to grow your company, but Facebook advertising is actually very friendly to smaller businesses. In fact, there are about 13 million small businesses on Facebook and most of them use their Facebook page to establish communication with their customers.

But there is more to having a Facebook page than just communicating with those that are following you. Small business owners have a lot of advertising options when it comes to Facebook and sometimes can even compete with companies that have a bigger advertising budget. In this article, we are going to discuss some of the ways that small businesses can advertise on Facebook and how to get the most out of what the social network has to offer.


Mobile Advertising

One of the things that you should be aware of is that even back in 2013 2 out of 3 people were using Facebook mobile rather than their computer. Today, that number is considerably higher and you should definitely be concentrating your efforts on mobile. They work exactly the same as promoted posts and while you shouldn’t ignore normal promoted posts completely, you should definitely be using be mobile advertising, assuming that your campaign is something that can be accomplished via mobile Facebook advertising.


The Way That Promoted Posts Work

You might have heard of promoted posts from Facebook and understanding how they work is relatively simple. You know that when you post something on Facebook that it goes out to all of your followers. But what if you want to reach more than just your followers? After all, marketing to people who have already bought from you isn’t all that lucrative unless you have a consumable product that they run out of quickly. So, you want to reach a wider audience than your own followers and that’s exactly what promoted posts give you.

But you are not just reaching perfect strangers who are not connected in any way to your followers. In fact, promoted posts allow you to advertise to the friends of the fans that you currently have. That doesn’t necessarily mean that you are going to reach people that have an interest in your product or service, but it does give you the advantage of implied recommendation because of the fact that you are a “friend-of-a-friend.” People who receive your posts in their newsfeed will know that they are promoted posts, but they will also know that one of their friends likes you if they check up on you at all.

There are definitely benefits to promoted posts but you need to be doing it correctly. The first thing that you need to decide is what your objective is going to be. If you are looking for website traffic your strategy will be different than if you are looking for likes and it will be drastically different if you are looking for sales or an opt-in email. There are many ways to use promoted posts and so each one of these will have a specific method but more importantly, they need to be used in a specific order.


Engagement is Your First Objective

You will start with the idea of getting traffic to your website or just having interaction happened between you and the person seeing the post. This is the action required by the customer – or potential customer – that has the least investment for them. You should definitely be concentrating on getting them to your website rather than simply engaging on the post however, for several reasons, chief among them that you can build an audience to market to later. For example, you can choose to target your promoted post to people who have visited your site recently.


Opt-In Should be Your Next Objective

You can get just about anyone to visit your website even if they’ve never heard of it before and you can get someone to like your page even if they are familiar with your brand – assuming that they like something that you have posted. These things are something you start with because you haven’t built any trust with the customer and that’s what you need to get them to opt in to whatever squeeze page technique you are using. This doesn’t require a huge amount of trust but it does require that they recognize who you are and feel as if you have something valuable to offer them.

Of course, you also need to be aware of the quality of your opt in list and not just have a free-for-all. If you are going to have people opt in to your campaign with the goal of a sale later on down the road then you need to make sure that you qualify those leads carefully before they ever get on your email list. You want your entire list to be comprised of people who know your brand, have some degree of trust with you and who both need your product or service and have the ability to get it.


Now You Can Concentrate on Sales

Okay, so now you have established some trust with your customer and gotten them on your email list and that means that you might be able to get a sale out of them. Many marketers start with this objective in the first place and that’s where they run into a problem. You also want to be a little subtle about it. People know when they opt into an email list that there are eventually going to hear a sales pitch but that doesn’t mean that they want a sales pitch shoved down their throat. Make sure that you are always offering something of value while you’re making your pitch and make sure that you are highlighting the benefit of your product or service in the life of the person receiving the email and not just talking about the features. Benefits always sell a product, features never do.