We recently discussed strategies for getting your organic Facebook posts (or unpaid Facebook posts) seen by more users. This week, we’re going to talk about another approach to getting your franchise more visibility—Facebook ads.
With ads, you don’t have to fight Facebook’s algorithm to get seen—all you have to do is pay for the exposure. This significantly maximizes the number of users who see your post, oftentimes moving your reach and audience size from the tens to the thousands.
Here are a few benefits of Facebook ads:
- They are relatively inexpensive.
- They can dramatically expand your audience engagement (compared to organic posts).
- You can target the types of users who will see your ads (by location, age, interests, etc.).
As with all advertising, the key to running ad campaigns on Facebook is to do it effectively. If you want to generate measurable results, focus on creating ads that best represent your franchise brand, encourage engagement, and drive Facebook users to action—such as visiting one of your locations or setting up an appointment.
If you want to use Facebook advertising as a driver of new business for your franchisees, follow the tips below.
Use Images and Clean Text
When people look through their Facebook newsfeeds, they tend to quickly scroll through the posts until something interesting catches their eye. Oftentimes, it’s an image that initially grabs the user’s attention. Even if you have great copy, your ad can get overlooked entirely without a compelling image—so make sure you choose eye-catching visuals.
Your ad should also include brief yet powerful text. Try to let the picture do the talking, using text to supplement it with a basic message. Nothing turns Facebook users off like excessive text. It’s best to keep your text to a couple of sentences or a short paragraph at most. It can also be helpful to include a call to action that drives the user to a desired next step, such as scheduling an appointment. I recommend experimenting with different images and text to see which combinations get the best results.
Run Ads That Feature Discounts & Promotions
Advertising coupons, discounts, and other promotions are especially effective for local, brick-and-mortar businesses (including franchise locations). Let’s face it—people jump at the chance to save money, so advertising deals is the perfect way to get Facebook users interacting with your franchise, and even sharing your ads with friends. You can also add a sense of urgency to your ads by promoting limited-time offers.
Use Facebook’s Audience Insights
One of Facebook’s many helpful resources is its Audience Insights tool, which help you learn more about your target audiences. This tool collects anonymous information about Facebook users such as their demographics, geography, purchase behaviors, and more, providing you with the information you need to effectively target your ads to the most relevant audiences. For example, you might be looking for Facebook users who live in a certain area, live in a specific household size, purchase certain types of products, etc. By targeting the right audience, you are more likely to turn Facebook users into new customers.
Boost Important Posts
If you’ve had some success with a particular organic post, boost the post to achieve even greater exposure. Boosting a post simply involves paying Facebook to place your post higher and more prominently within your followers’ newsfeeds. You choose a budget based on how many people you want to reach and how long you want to have your post boosted. Some of the best posts to boost include those that direct traffic to your website, advertise a promotion, or feature a service or product that you offer.
Drive Customers to Your Franchisees
The more your franchise gets seen on Facebook, the greater the opportunity is to create brand awareness and drive more customers to your franchisees. This not only keeps your franchisees happy, but it also keeps them in the black.
Our team at Scorpion would love to help you create a successful Facebook advertising strategy for your franchise. Contact us today so we can assist you.
To learn more social media strategies for your franchise, download this free e-book!
About the Author
As Senior Vice President of Sales at Scorpion, Justin Mink focuses on developing and growing Scorpion’s national business across a variety of industries. Prior to joining Scorpion, Justin was the Chief Marketing Officer at New Frontier Data, a start-up technology company that provides responsible operators and investors in the legal cannabis industry with real-time data and analytics. Some of his other previous roles include co-founder and VP of Strategy at Music Audience Exchange, National Director at ReachLocal, and Brand Marketing Lead at Gannett.
Justin is a graduate of the University of Mary Washington, where he received a B.A. in political science. Outside of work, he enjoys traveling, cooking and wine, hiking and the outdoors, and spending time with his family. He is also a major Washington Redskins fan, spending a couple of seasons at FedEx Field on game days as an official team “flag guy.”