Use Facebook Advertising to Grow Your Customer Base

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If you own a small to medium-sized business, using digital advertising in an effective and strategic way can have a direct impact on your customers, their experience, and the success of your business overall.

At Project Pi Consulting, I work with my business partner Jason Hsu, to provide MBA-level consulting services to small and medium businesses in web design, digital marketing and technology solutions. We take a long-term approach to providing effective digital services that help businesses grow and thrive in a competitive world.

Using Digital Advertising

One of the most common misconceptions we hear about digital advertising is that it can be too costly and has a lack of return on investment. However, using digital advertising to engage your customers is actually a softer approach to keep them interested in your business. Two of the best ways to reach your customers online are through Facebook Retargeting and Lookalike Audiences, which both feed off each other, and when used effectively, can have a very cost-effective return of investment for marketing your business.

Facebook Retargeting 

Facebook Retargeting helps to capture the customers who may have already visited your website. Perhaps a potential customer was checking out a restaurant’s menu, or looking at what services and products a store offers. Based off of where they were looking on your website, the consumer information can be plugged into Facebook to help retarget those particular customers who have already been visiting your site. By using paid Facebook advertising, this serves as a gentle reminder to potential customers that you’re there, and that you’re ready to deliver on the quality and services that they need.

Lookalike Audiences

Similar to Facebook Retargeting, Lookalike Audiences are based on the information you put into your Facebook campaigns. By gathering information on people who are your current shoppers or clientele, and putting that into Facebook’s AI, you can reach customers who have never been to your website or haven’t heard of you, but would likely be interested, based off your current audience. In a sense, using your existing customer base can bring the advertising process full circle, by helping to draw in new customers with similar interests.

In a world where many people are reluctant to provide personal information to businesses, digital advertising is an extremely effective tool. People generally don’t appreciate being bothered directly by sales campaigns in person or over the phone, but they are likely to spend time on their phone or computer.

With advertising on Facebook, the most important thing to remember is that the quality you get out of it is directly correlated with the quality that you put in. The more information you can provide about your customers and the target audience, the more successful your advertising will be.

By taking a softer approach to sales through digital advertising, you allow the customer to make their own choices, but you still manage to stay at the forefront of their mind when it does come time for them to make a decision.

Setting up advertisements and target audiences can take time, but Project Pi is here to help. We’re committed to providing the most cost-effective solutions for advertising and marketing with the greatest impact, helping your business flourish and meet its goals.

Devin Howell-Shiplack

Project Pi




Published on December 28, 2019 under Explore, Featured


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