Advertising brick and mortar businesses on Facebook

Facebook ads’ impressions increased by 37% in 2019. This means that the outreach Facebook offers is only growing.


There is a lot of talk about Facebook ads for online businesses, but what about brick and mortar businesses? Do Facebook ads offer the same kind of returns for businesses that are not primarily online businesses? 

In this piece we will be answering these questions and more as we cover some of the main points that should help any business grow and build a strong clientele. So let’s get right into it. 

  1. This is your chance to get personal


The best thing about social media is the chance it offers to get personal with your prospects and customers. It allows you to reach out to them and develop strong relationships. 

You can be incredibly specific with the audience you target through these ads. With traditional marketing you just don’t have this luxury. 

The main thing that will help you make the most of this opportunity is research. You can only help yourself in this situation and that you can do by putting in the right amount of research. The better you know your audience the easier it will be for you to reach out to them. 

With ‘lookalike audience’ on Facebook, you can reach out to people who might not know about your brand as yet using the information you have on your existing clientele. 

Then once you have figured out who you are speaking to, do it in their language

It doesn’t help being general and firing shots in the dark. With Facebook ads you can be accurate with your targeting and allow the prospect to respond back. 

2 Make an offer they can’t refuse

Facebook ads allow you to reach out specifically to your target audience and make them an offer they can’t refuse. 

You need to keep the lifetime value (LTV) a customer offers and then make them an offer accordingly. The best thing about digital marketing is that you are paying for results only. This means that there is not as much money wastage in this type of marketing as there is in traditional marketing. 

So, calculate the LTV of your average customer using the following formula:

Annual Customer Value = (Average sale per customer x Monthly conversion from that customer) x 12 months

This should tell you what you get back in return and will put into perspective what you are spending to reach out to your clients. 

You can make them offers such as free delivery, a gift card for when they visit your store, or a discount voucher. These might all seem like they will put a strain on your budget for the month but you have to have a long term approach with these things. 

This is a great way to get the customer’s attention and to encourage them to visit you. 

3.Use the platform for leads


Did you know that you don’t just have to use Facebook ads to promote a product or your service? Digital marketing creates a passage for free interaction between the client and the business. It is not a one way road. 

You can allow the client to respond to you and give you special access to them by creating lead forms. The most useful information you can get through these forms is the customer’s email address. 

Email marketing is still generating great revenue. 

For every $1 you spend on email marketing, you can expect almost $42 in return. 

Therefore, a very effective way to utilize Facebook ads is to include a contact form in the ad and collect email of potential customers. 

4.You can test ads to find the perfect demographic

If you are a little unsure about who your target audience should be, don’t worry. There are ways to remedy this. 

As stated earlier, through Facebook ads you can basically reach out to the perfect audience. However, you have to give Facebook some information about the group of people you are trying to target. This information will include age, location, interests etc. 

This is called creating a custom audience. The great thing here is that you can create more than one custom audience. 

This allows you to test out different assumptions or notions you have about who will be the most appropriate for your products.

In order to do this, you may create one type of ad and have it shown to two or more slightly different custom audiences.

Once you get your ad’s performance report (which is fairly easy to do with Facebook Business Manager) you will be able to see which group the ad performed the best with

This should tell you a great deal about the kind of people who are interested in your brand or who you can expect great response from. 

The next step then is to use the lookalike audience feature and use what you have learnt. Through the lookalike audience option you allow Facebook to basically allow you more outreach. You allow it to target people who are very much like the ones who your ad performed the best with and who maybe don’t know about your brand yet. 

and thus helps you expand. 

Remember that no matter what type of business you are running, there is a great chance that your customer has a Facebook account. After all there are 2.45 billion active users on Facebook monthly. 

It is just a matter of figuring out who your perfect customer is and then you can find them on this incredible platform. 

Even if you are a strictly brick and mortar business, it’s about time you embraced the quickly growing digital aspect of our world. 

Social media marketing and Facebook ads allow you outreach and ROI like none other. Why limit your options then? Do some more research on Facebook ads and start making the best of them if you aren’t already. 

Good luck!

Facebook ads’ impressions increased by 37% in 2019. This means that the outreach Facebook offers is only growing.   There …

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