Digital advertising can help you reach audiences on a massive scale. As people spend more and more time online, digital is quickly becoming the preferred method of advertising. People venture online to browse, research, compare, and shop for products. Digital advertising ensures that your potential customers encounter these ads during their time online to influence their decisions.
Digital advertising is a lot like its traditional counterpart. When promoting your brand offline, you will need to place your ads in places that your target audience will encounter them. These might include highway billboards, newspapers, storefronts, or brochures. In the same way online, you need to identify these digital ad spaces that will give you the opportunity to show your brand to the right people.
One of the most fertile grounds for digital advertising is Facebook. With over 2.6 billion active users, the marketing potential is enormous. The average American spends 38 minutes on Facebook each day. The question is not whether you should advertise on Facebook, but rather, how do you use Facebook advertising to impact your business positively. Here are some ways Facebook ads can help you reach your marketing goals:
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1. Target the right audience
You define your audience by a specific set of traits, characteristics, or preferences. You might be looking for young professionals working in New York, for example. As people surf the internet, advertisers use tools to track their habits: what sites they view, which ads they click on, and what content they share on their social media.
When you use targeted advertising, you pay to have your ads delivered to your desired audience. This way, your promotions appear on the screens of people who are potential buyers of your brand.
2. Expand your reach
To increase awareness of your brand, you need to get your ads to as many relevant people as possible. While you can limit it to this set only, Facebook has a feature that allows you to expand your audience. You can test new user groups or add different traits to your audience set so you can access more potential customers. You can scale your reach based on your budget. The wider you cast your net, the more it will cost.
3. Generate more leads
Facebook ads are particularly effective because you have access to more information about a person’s interests and inclinations. Facebook can segment audiences into smaller groups to create a more defined potential customer base for you. Targeted ads can get incredibly precise by narrowing your criteria, for example, to find female users, 25-34 years of age, working in New York, and who like to frequent coffee shops.
4. Drive traffic to your website
One of the ways digital ads can benefit your business is to redirect traffic back to your website. This is especially useful for e-commerce sites who need to get their customers to visit their site to transact. Consequently, people who are happy with their transactions can share their experience with their social network, and in turn, drive even more traffic to your site.
It is hard to deny that Facebook is one of the best places to advertise online. They have a vast user database and the ability to capture detailed user data, giving brands unprecedented insight into how customers behave. You can change your digital marketing strategy as quickly as users change their minds. These days, it is no longer a matter of if you will advertise on Facebook, but more importantly, how and when.