Small and medium-sized businesses (SMBs) are, perhaps more than ever before, both excited and scared to make Facebook a serious component of their marketing strategy.
Excited because Facebook has increasingly improved its ability to let advertisers drill down to find their exact target market. For example, if you want to only show your ads to women in San Jose, California who are over 25-years-old, have visited your website, like The Daily Show’s Facebook page, and have made a purchase in the last 30 days… you can.
And you can even create Lookalike Audiences who, based on similar criteria, are most similar to the profile of your average customer.
However, there’s fear because everyone from Adweek and Marketing Land to major media companies are citing dramatic decreases in organic reach on Facebook. This leaves many SMB marketers asking themselves questions like: