For too long that rival pancake house on the other side of town has been getting more business than you. Older, more established businesses, with bigger advertising budgets or a location advantage have traditionally had the upper hand, but as traditional marketing techniques are replaced with digital alternatives, that stands to change.
Incorporating a bit of crafty Facebook ad targeting into your marketing campaign is all you need to usurp your rivals, and increase your sales. This doesn’t necessarily mean targeting your own business adverts directly at the address of your rival; it takes a little more cunning than that.
We’ve already shown how Facebook targeting can overcome budget limitations, now we reveal how a local awareness ad can overcome location disadvantage. If your competition is getting more business because they are located on a busy high street or popular hang out area, then by honing your adverts in on these spaces you will pick up customers from under you competitors’ noses.
Think about where people will be, and what people will be doing before they visit your (or your competitor’s) premises. Targeting these spaces, especially in areas where people are likely to be active online, is an amazing way of introducing yourself to new customers and turning engagement and visibility into conversions.
As Facebook ads become more widely recognised as a powerful digital marketing tool, businesses became tempted to focus their attention and marketing budget almost exclusively on social media, and less on search engine optimisation. However, most of the world’s digital marketing revolves around Google.
It’s common knowledge in marketing circles that customers rarely purchase upon their first encounter with a brand or service. This makes it essential that your visibility isn’t limited to Facebook. When a potential customer turns to Google after they’ve seen your ad, your presence in organic search (and PPC where appropriate) will convey the trust that’s needed to commit to your product or service.
Thus in order to create a truly astounding marketing campaign, your business must harness Facebook’s intimidating targeting power and Google’s unparalleled reach. Whether you are a pancake house, dog groomer or something entirely different, a comprehensive strategy starts with SEO.