Using Facebook Ads to make your brand part of everyday life

If you’ve been turning your nose up at the idea of advertising on Facebook, you’re missing out on a fantastic opportunity. It may not exactly be ‘old school’ – even by internet standards – but Facebook Ads have a way of integrating themselves into your customer’s daily lives in an unobtrusive way that puts them just a click away from buying or signing up to your service.

Facebook is now used by 1.59 billion people across the world: if you can’t find your audience here, they likely don’t exist. What’s more Facebook Ads are easier to create than pretty much any other form of advertising. This doesn’t mean you don’t need to put a great deal of thought into the preparation process – the usual questions about the who, the how and the why of your campaign – but it does mean that if you run a small business, it’s something you can handle by yourself.

Ready to take the plunge? Log in to your Facebook account, click on the little arrow in the top right hand corner of the screen, select Create Ads, and you’re ready to go.

Facebook will now confront you with a range of marketing objectives to choose from, such as ‘Brand awareness’ or ‘Product catalogue sales’. You’ve already decided why you’re running this campaign, so this is where you let Facebook help you choose the best template to adapt to your needs.

Let them know where you are, the currency you work in, and your time zone, and everything you need will be tailored to your situation. All of which sets you up for the interesting part: defining your target audience.

The more specific you can be, the better. Facebook lets you narrow things down by age, gender, and location, but of course the real power comes with the ‘demographics, interests, or behaviours’ – because, of course, Facebook knows all of this about everyone! Think of other brands, products and services that are like yours, and pastimes for which your product might be needed. For example, if you’re selling custom-made bicycles, you could target people who ‘Like’ Ruff Cycles and cycling as an interest, and probably narrow the area down to just your town, county or country – depending how far you are willing to send your product.

Next, you make your budget decisions. Facebook ads can start at a dollar a day, and it’s worth starting with a few dollars at a time for your first couple of campaigns while you figure out how to get the best results from your settings. You can choose a target daily spend, or an overall budget that will be spent customer by customer until it runs out.

Designing the ad itself is quite straightforward. You need an image or a video to base it around, so it is ideal if you have some professionally captured footage of your product or service. However, if you just want to get things done quickly and simply, you can instead use one of Facebook’s stock images. Add a headline to grab users’ attention and a line of text describing what you’re offering. Facebook will help you with the final touch: a ‘call to action’ button that clicks through to your website, shop, or mailing list.

That’s it – you’re ready to launch! Facebook Ad Reports are a simple way of tracking the success of your first advertisement, so you know what to tinker with the second time around. You should see results in no time. In the meantime, here’s a simple 5-step guide to getting your first ad up and running – it is a lot easier, and a lot more effective, than you think.

G. John Cole is a digital nomad and freelance writer. Specialising in leadership, digital media and personal growth, his passions include world cinema and biscuits. A native Englishman, he is always on the move, but can most commonly be spotted in Norway, the UK and the Balkans.

Image: Pexels

Restoring Derelict Spaces to Lease-Ready Condition

Restoring Derelict Spaces to Lease-Ready Condition

This is a guest post from Sarah Smith.

Savvy investors know that there is a lot of potential in converting abandoned or derelict spaces into lease-ready properties. Below are five (5) tips on converting a vacant spot into a high-revenue lease property.

1. Pop-Ups

This refers to taking a small vacant space and converting it into a restaurant or shop. These are great for:

  • Trial marketing a new brand, product, or testing out a new region
  • Selling seasonable items (e.g. Christmas, Halloween, etc)
  • Adding a bricks-and-mortar location to an existing online business
  • Showroom space
  • Establishing a permanent location for items previously sold at crafts fairs or festivals

2. Advertising and Marketing

It only takes a little imagination to realize that an empty shop window makes for a great spot to place advertising and marketing.

Likewise, blank walls on the side of a building can be a tremendously good location to place large ads or marketing messages. Blank walls and large open spaces are also wonderful locations for projection advertising and mixed media marketing messages.

3. Build a Pod

Vacant and underused office space is now becoming extremely popular as part of the “pod” or collaborative working space concept. Many small businesses refer to the acronym POD, Phone, Office, & Desk, being the minimal space necessary in order to work. Short-term leases and flexible arrangements can take a vacant office space and turn it into a cash cow.

4. Virtual Shop-Fronts

One of the most exciting new technologies to re-use spaces creatively is the idea of a 3-D virtual shop front. When applied to a vacant lot or empty space, a detailed 3-D image can be rendered, perfect for prospective clients who may be imagining how their business can make use of the location.

Besides just being appealing to prospective clients, virtual shop fronts are also useful in making abandoned or derelict properties look occupied, adding aesthetic appeal to the neighborhood and helping to minimize visual deterrents to leasing the property.

5. Re-Purposing Venues

Many of today’s largest companies are looking for ways to stealthily guerilla market to certain demographics. You can take advantage of this by working with these companies to re-purpose abandoned properties as pop-up venues for their latest marketing idea or branded activity.

Another way to create revenue from blighted areas is to work in conjunction with local authorities to host festivals, fairs, and other celebrations. By adding pop-up attractions to your property, you can increase foot traffic to the area, benefiting local businesses and attracting potential long-term clients.

Successful event planners are always looking for new and exciting venues to stage their activities. Whether repurposed for a fashion show, art exhibition, festival, or music concert, your previously low-value property may be able to command a high price.

Sarah is a small business owner, and is currently learning about marketing, using the internet. Aside from working on her own business, she likes to use social media, and read travel books.