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How can small businesses with a limited budget and expertise maximize their advertising budget using Facebook ads? Let’s review a few companies who ran successful Facebook ad campaigns.
1. Motion PR: Happy Nut Year
Motion PR is a public relations firm that took first place in the 2014 Small Business Online Marketing Contest, hosted by the Chicago Treasurer’s Office. Their award-winning campaign was for the Nut Health Facebook page. The concept was to spur social amplification on Facebook by recruiting people to join the Nut Health “Nut Year’s Resolution” campaign, which encouraged customers to eat more tree nuts.
The campaign asked people to add nuts to their diet, and then to like, share and otherwise announce to their friends that they had taken the challenge. The campaign worked. Before the campaign, Nut Health had just 129 Facebook likes. After the campaign, they had 2,433 new Facebook fans.
2. State Bicycle Company: Riding High on Facebook
The State Bicycle Company of Phoenix, Arizona ran a remarkable campaign in which the business gave customers a sneak peek of their new line of bicycles — but only for people who liked the page. The campaign was the result of a series of targeted Facebook ads that focused on specific cities. Those ads led to $500,000 in new sales traced directly to the campaign — and it also increased their fan base tenfold.
3. Nike: Giant Corporation, Small-Business Strategy
Hubspot calls Nike’s Facebook page “a balance of new products, science, charitable initiatives, and encouragement.” Nike is hardly a small business. Although most corporations and all small businesses can’t imagine the size of Nike’s marketing budget, Nike sets an example that any business can follow.
Nike sets themselves apart from the ferocious industry competition (think Adidas, Reebok and Under Armour) by using Facebook to reveal the level of research and development that goes into their products, instead of just announcing deals or new lines. This strategy, which any business can use, not only shows customers the level of craftsmanship and design behind the product, but it works to justify a relatively high price point.
4. Dove: Cleaning Up on Facebook
In another example of a not-so-small business setting an example that even tiny companies can follow. Dove’s Facebook page shows the power of hashtags and the power of amplification with one simple campaign. Best of all, they didn’t broadcast or obsess over their brand. The #ShareYourStories campaign encourages fans and viewers to do exactly what the hashtag’s name implies — share personal stories about someone who is important to them.
The campaign, as Social Media Examiner points out, resulted in half a million views and nearly a million likes — all for just one video associated with the campaign.
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5. Rue La La: Video Works
The Rue La La Facebook page is bursting with colorful, visual appeal, and video. It is common knowledge that visual imagery receives more social amplification than posts without images. However, video is a medium that is unrivaled on social media — especially Facebook. As Hubspot recently pointed out, part of the reason the Rue La La page is so successful is that Facebook loves video. In fact, Facebook recently announced that it will give preference to content with video.
50 percent of the people who visit Facebook watch online videos every day. The number of videos uploaded to Facebook by businesses and individuals has increased by 3.6 times year over year.
6. YogaClub: Never Pay Retail Again!
Yogaclub launched their new subscription box solely relying on Facebook ads to generate interest and leads. With an initial investment of less than $1500, they generated close to 1400 conversions to their monthly YogaClub subscription.
The beauty? Every conversion creates a recurring subscriber. While the cost of acquisition is just over $1, subscribers will pay a monthly subscription of at least $50 for an average of at least 6 months.
Using cool, catchy ads focusing on strong value propositions, YogaClub was able to launch a thriving business using Facebook Ads.
7. Maes Radler: Drink Up
A small brewery called Maes based their campaign on a nearly universal truth — people love free drinks. The beer company offered a free barrel of beer to anyone who changed their last name to Maes. As long as they shared the brew with their friends. The result was more than 7,000 people changed their last names to Maes on Facebook. The business received 75,000 likes in just one day and half a million page visits in six weeks.
Facebook works for small businesses. Even the smallest companies can achieve amazing results on Facebook with few resources. As long as they are inventive, creative and always put their customers first.