I have been doing research on Facebook advertising for local Manchester businesses over the last few years. Therefore, I can honestly say what I am about to tell might just surprise you.
Are you are looking for a cost effective way to market your local Manchester business other than google pay per click or print ads?
Maybe you have already tried Facebook Ads but you didn’t get any return on your investment.
Either way you have come to the best place for help.
In this article I’ll explain why Facebook Ads will work for local Manchester businesses, and how you can use them to drive new customers into your brick and mortar business.
Over the last few years, I have personally tested 100’s of various different ads on Facebook. It would be great if I could say they all worked, but I would not be telling the truth.
In fact for the first 6 months I really struggled and nearly gave up.
The only problem with giving up is that I don’t like failure!
Had I known that Facebook ads didn’t work then this would have been a different situation. But this was not the case as I know of many Facebook marketing successes.
Therefore, I knew I was missing something.
Throughout my business career I have applied a number of rules to myself. One of these rules is –
if you don’t know something then you need to ask for help. So, I started reading, taking part in various social media marketing courses and hired a social media mentor.
Within few months I started to crack the Facebook ads and all of sudden my hard work was starting to pay off. It’s only at this point that I started to promote our Facebook marketing services.
How did I crack the Facebook Ads?
In fact it was so simple.
I already knew the problem but my brain just didn’t pass this information to me in the correct way. Probably in the same way I was targeting our potential customers and clients on Facebook.
Facebook has over a billion users and comes with a very powerful advertising platform which is constantly being fine-tuned.
Only few years ago Facebook introduced “hyper-local” advertising also called Local Awareness Ads. What I am about to say in the next paragraph might slightly scare you. So be warned!
Facebook knows what you are up to and I am not kidding.
Facebook uses location data from your mobile apps, profile information, as well as other data to get a very accurate picture of where you live and where you hang out.
This information is pumped into their advertising platform to make our lives as marketers much easier.
Using this information we can target potential customers who either “live in a certain area” or “they are in a certain area at that present moment in time”. The second option give us an opportunity to target potential customers who might be in the area for only few hours.
If you are a restaurant – I am sure you don’t need me to spell out the advantages of this type of targeting.
Using Local awareness ads potential customers can:
- Contact you directly via Facebook messenger
- Call you directly from the ad.
- Use Google Maps to find you either on foot or by car.
- Research more about your business via your Facebook page or website.
My own research has shown that hyper-local advertising does increase footfall but most importantly also translates into more real sales than many other forms of marketing.
The best part of Facebook ads is that they are still cost-effective unlike Google pay per click. Don’t get me wrong, I am not saying Google pay per click does not work as it does. However, if your marketing budget is tight then Facebook ads can produce awesome results without breaking the bank.
If you are a local Manchester business with a street address, than you need to be using Local awareness ads. Before you can get started you need to set-up you Facebook business page.
Target Facebook Ads Using Postcodes
Facebook allows you to use postal codes for area specific targeting. This may sound a little strange as you can use the similar functionality via Local Awareness Ads.
The main difference between ‘Local awareness ads’ and ‘Postcode ads’ is that hyper-local uses app and mobile data while Postcode ads are based around the physical location data.
It’s for this reason Postcode ads are very good at targeting potential customers who live in the area instead of those who might just be passing through.
For example depending on the type of business you have, you may prefer customers who live in the area rather then the customers who just pass through.
Apart from Postcodes you can target different parts of Manchester, Areas or even a specific address.
Demographics and Search Activity
I am sure by this point you are already impressed with Facebook ads. But the road has only just started and it gets even better.
One of my personal favourite aspects of Facebook ads is the ability to target different:
- Age Groups
- User online search activity
- Current Location and Place of Residence
Due to Facebook’s massive user profile data the accuracy of targeting has to be one of the best.
You can also target your Facebook business page followers which normally offers a better return as these users already have a connection with your business or brand.
In fact re-targeting your current follower has a seven times better response.
Control When and How Your Facebook Ads Are Displayed
Unlike traditional print media with Facebook ads you can control when and how ads will be displayed. Using this function we can reduce the overall spend but increase return on investment.
For example – recently I did a campaign for a local restaurant targeting single people, between the age of 25 to 35, living in the local area and was only displayed on Monday, Tuesday and Wednesday. The ad was very successful.
This is just one example but using time specific ads can be applied to so many different situations i.e. big events, special offers as well as to increase showcase.
If you would like to know more please don’t hesitate to contact me.
Split Testing Facebook Ads
Like with any marketing we always need to test what works and what does not!
It’s impossible to say what will work straight away.
However, with Facebook Ads you can use the Split Testing function to try and quickly eliminate low performing ads.
I always recommend you try different images, videos and copy. Using Facebook Ads split testing function this can be easily done. Therefore, you should have no reason not to apply this function to each and every ad you put out.
Just remember Facebook Ads do work and can produce awesome results for local Manchester businesses. Facebook offers real controls that delivers ads to the customers most interested in them.
My Conclusion on Facebook Marketing
Facebook is unlike many other digital marketing platforms. You can use Facebook ads to target world wide audience or just your local community. I have managed to produce some awesome results for my local and national clients. So, it’s without doubt that your business should be using Facebook ads to increase your bottom line.
You contact me directly on the number listed below especially if you are serious about growing your business.