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Should Your Business Advertise on Facebook?



Should Your Business Advertise on Facebook?

Facebook isn’t the best advertising platform for every business. The way to know if it’s right for your business is to understand who your customer avatar is, where they hang out, and what type of product you have.

Your Business Should Be Advertising On Facebook

Facebook marketing is beneficial for many different kinds of businesses. However, businesses that will benefit most from Facebook ads offer a non-necessity buy or some type of impulse buy.

Some examples of businesses that should definitely be advertising on Facebook include:

  • E-commerce stores
  • Information/education business
  • Local businesses
  • Direct-response

Also, businesses that need to build brand awareness can benefit from opening a Facebook Business Page, setting up Facebook ads manager, and running ads.

Build Brand Awareness

The reason Facebook is so great for building brand awareness is that there is such laser-focused targeting available on the social media platform. A lot of marketers are aware of this. But if you’re just learning how to market on Facebook, this may be new to you.

Using the Facebook ads manager, you can drill down to a very specific target audience. You can tell Facebook exactly who your target audience is by narrowing down who sees your ad set.

Facebook allows you to narrow your audience by:

  • Interests
  • Behaviors
  • Demographics
  • Persona
  • Geographic location (city, zip code, distance, etc.)
  • Age
  • Gender

As you can see, this is particularly relevant to any type of local business, informational business, or e-commerce.

After running some ads, you’ll begin to see trends in who is responding to your Facebook stories vs. your Facebook post. You can test ad format, ad placement, and ad type, such as video, graphic, carousel, or text. All of this is available via the Facebook business manager.

Businesses that benefit from Facebook advertising

Track Ad Campaign Performance

The Facebook ads manager makes it easy for marketers or business owners to measure the success of ad campaigns. Think of billboards, radio, print media, etc. With those types of marketing channels, you can’t select a custom audience, engage with the potential customer, or measure your return on ad spend.

Inside the Facebook ads manager, you can track every detail of every ad set you publish. And since Facebook bought Instagram, you can do the same with Instagram ads.

Why Facebook Works

One thing to remember about Facebook is that intent, as part of the sales funnel, is non-existent on the social media platform.

Facebook advertising is interrupter advertising.

You’re kind of catching people off guard. With Facebook advertising, it’s like you’re trying to work your way into their social circle.

Facebook marketing, in particular, Facebook advertising, is ideal for businesses that are marketing specifically to an interruption-based audience.

Not All Businesses Should Advertise on Facebook

There are a handful of businesses that should not use Facebook ads. Remember that the news feed creates a great atmosphere for interruptive advertising. It’s not as great if your business needs to target an intent-based audience.

An ad campaign on Facebook will generally underperform if you need to meet the potential customer at the “intent” stage of the sales funnel.

For example, lawyers, insurance carriers, some doctors, law enforcement, etc. Those types of businesses need to engage the target audience at a specific moment.

Case Study: “I need a DUI lawyer.”

I was running ads for a DUI lawyer on Facebook. But no matter what we did, we couldn’t get any of the ads to perform. What we realized is that, when somebody got a DUI, they were actively and intentionally searching for a lawyer. The target audience wasn’t sitting around, waiting to stumble upon the best local DUI lawyer on Facebook. The ads didn’t work because they couldn’t reach the person at the right time.

One thing to note about intent is that Facebook could be a good avenue for brand awareness, instead. You just wouldn’t want to measure your success based on conversions. Instead, you would want to measure your success based on brand awareness.

Prohibited Products and Services

Businesses that sell products or services that are prohibited on Facebook obviously shouldn’t advertise on the social media platform.

There are a lot of businesses starting up that sell cannabis, CBD products, firearms, etc. Facebook won’t allow those types of products to be advertised on the platform.

You can try to get away with it. But what will ultimately happen is your ad account or your business ads manager will get shut down. Trying to sneak past Facebook’s rules will spell disaster for your Facebook page in general.

Even though everyone raves about how easy it is to advertise on Facebook, it isn’t the best platform for every purpose. To decide if it will work for your business, think about the different ways in which you could use the platform. Do you need to build brand awareness? If you answered yes, then you should consider Facebook marketing for your business. Do you need to meet your customer when they’re searching for you? If you said yes, then you might be better off advertising on another channel.

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Salesforce winter 2023 release: The business executive’s guide



Salesforce winter 2023 release: The business executive's guide

More than 150,000 companies are Salesforce customers. Salesforce’s share of the CRM market is about 25%. 

Few customers take advantage of the thrice-yearly release updates rolled out to every Salesforce user. I get it. Folks aren’t always paying attention to the releases because they’re focused on running their business, tending to the million things that come up each day. 

The full edition of this Winter’s ‘23 Release comes in at over 700 pages. The boiled-down, brass-tacks summary is still 32 pages.

Few business executives have the time and bandwidth to keep up with the ins and outs of these updates. Your admins and marketing operations people may slog through the whole doc but may not connect the dots between business initiatives and platform functionality. 

This series will connect those dots. I’ll summarize what you need to know about the latest release in five key categories: commerce, sales, service, marketing and loyalty programs.

I’ll cover the features that will help you make better decisions for your business and maximize how you use the platform. 

Based on features in this release, Salesforce is focused on:

  • Improving the base platform (adding ease that your hands-on admin and developer teams have requested for a long time).
  • Creating even more ways to connect with customers.
  • Offering more industry-tailored options that bring value to a business more quickly.

Robust support for subscription selling added to Commerce 

Adding a subscription pricing model benefits most businesses, whether you’re a fan belt manufacturer or an artisan dog food company.

Making it easier for your customer to buy your product is always a win-win, and this release makes implementing subscriptions more seamless from the backend with the Connect API tool. 

Connect API resources now support subscriptions and multiple product-selling models: 

  • One-time sales where products are sold for specific prices once. 
  • Term sales offer time-limited subscriptions. Products are sold and renewed for a specific amount of time, e.g. 12 months. 
  • Evergreen subscriptions offer products on a recurring basis until canceled.

Configuring charges for collecting local taxes in international jurisdictions was also enabled. 

Dig deeper: Salesforce unveils features to boost automation for marketing and sales

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Additions to sales enablement functionality

Overall, I’m loving the general focus on enablement through enhancements with dynamic forms, screen flows, and Slack integration. 

Teams can now build and launch enablement programs that drive to the most important KPIs for your business. You can now focus on specifics, like programs for a particular region or product, and offer incentives to drive business from them. 

And, dynamic form improvements mean end-users have more flexibility with fields and sections to display on page layouts. 

Sales teams can now better access, update, share records and get important notifications on their key accounts directly within Slack using a new integration. Sales can collaborate in account- and opportunity-focused Slack channels while accessing Salesforce data. 

And, you can make it easier for sales teams to work with colleagues throughout the enterprise in departments such as fulfillment, shipping, and finance. This is enabled using Slack and providing real-time access to data stored in Salesforce to everyone who needs it.

Next time, I’ll dive into the latest service, marketing, and loyalty programs features included in the Winter 2023 release.

Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

About The Author

Joe Anzalone

Joe is Vice President, Salesforce Technology at Shift7 Digital. As a member of the Shift7 leadership team, Joe works to craft solutions and architectures that meet ambitious client goals using the power of the Salesforce platform, including product ownership for Shift7’s Industry GTM Accelerators. Joe brings more than 20 years of experience implementing Salesforce and other digital platforms including enterprise solutions and complex technology implementations. He sits on the Salesforce B2B Commerce product advisory board. Shift7 Digital is a Salesforce Ventures-backed agency, revolutionizing the digital experience for manufacturers, distributors, and their customers.

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