A question we get asked regularly here at WDA is “How can we improve our digital presence? Should we advertise online? How effective is Facebook advertising?” Our answer is always “Absolutely!” We’ve had some great results from PPC and other online advertising but the most successful in terms of value for money, is Facebook Advertising. Initially, many businesses may assume that their ‘target audience’ aren’t on Facebook… but with 2 billion active users, we beg to differ.
What can you gain?
It’s not always about direct sales conversions. Sometimes it’s about brand recognition that will ultimately give your audience the confidence to buy or get in touch. A multi-faceted approach is key here, ensuring you’re active and visible in a variety of places is important. By this, we refer to the old marketing adage – The Rule of 7. A prospect must see your message an average of seven times before they’ll take action. For example, if a person has seen a billboard, heard a radio ad, flicked past a newspaper ad and spotted a LinkedIn post… they are still highly unlikely to act immediately and all of those variations of advertising can be very costly.
What we’ve found with facebook though, is that it truly offers the best value for money. It’s unrivalled for it’s ‘soft selling’ capabilities as a comfortable environment for people to take in information and explore options. Unlike print advertising, which can cost around £650 for a 1/2 page advert, you can set your own budget and target it toward your specific audience.
Let’s look at an example.
A client of WDA Automotive recently asked us to explore Facebook advertising as an option for them to promote their free 1-2-1 cycle training scheme. Cycle Derby are focussed upon getting people out and about, cycling together as families or as a way of commuting.
Now, there are 2 options when it comes to using Facebook to advertise. On the left is a Sponsored Post and on the right is an advert. Now with both kinds of advertising, you can choose your budget (from as little as £5) but with promoted posts, there is more capability for targeting. Whether it be by location, interests, age or even gender.
For Cycle Derby, one Facebook ad which cost around a third of the price of a print ad in a local magazine, they reached over 36,000 people in the local area and had 340 new visitors to their site in just 10 days!
When used as a part of an overarching campaign, advertising online can be particularly successful and even go viral! Just look at the likes of Hankook Tyres, Mercedes and the Citroen C4 Tranformer ad!