The days of buying the whole pie are over.
Small and medium size retailers were stuck with paying a lot money for advertising that they didn’t needed. The theory with Newspapers, Radio, Television and many other mainstream adverting is that you had to buy the whole pie in order to get the slice you wanted.
So if you wanted Women who were 24 – 35 who were interested in Sailing and lived no more than 10 miles from your store, you had to buy advertising that was shown to an audience that was comprised of 95% of people you did NOT want to have a conversation and PAY for the pleasure of talking to them.
That doesn’t make sense.
Finally we are seeing tools that help small and medium size businesses reach people they really want to have a conversation with. One of these tools if Facebook Ads.
I like the Facebook Ad platform. It allows you to use the fairly painless interface to set up ads that target the demo you are looking for. So if I want Women who are 24-35 and are interested in sailing and live no more than 10 miles from your store, you can set up and ad that will be shown only to that demographic. And it is pay per click (none of that impression nonsense which is 95% fraud….don’t get me started…).
They other bonus is that you are reaching people that are using Social Media so the chance that the will spread your message to others is high.
A starter Radio program in a major market is $15,000 (any less you might as well put your money in a shredder…the $15k is not guaranteed to bring in ANY new business). With Facebook Ads you can start your program and adjust the message or landing page as the results come in.
With Facebook Ads you are talking to the demographic you want, in a limited geographical area who are social engaged and you only pay for interested parties. Not bad…not bad at all.
