Using Facebook Ads to Bring Business to Your Showroom

The American Lighting Association’s recent consumer research shows most people are starting the lighting buying process online, with 65 percent of respondents reporting they first look for lighting inspiration on websites. Clearly, having a web presence is important; however, in today’s overpopulated digital world, it can be difficult for companies to get noticed online.

Facebook ads are one way to reach consumers where they already are. According to Facebook, 1.8 billion people use the website every month, and Facebook ads provide a way for companies to reach these users in a direct and meaningful way.

Targeting an Audience

Facebook knows a lot about its users. One of the unique features Facebook offers to its advertisers is the ability to target an audience through location targeting. The site uses the city people list in their profile, their IP address, data from mobile devices and aggregated information about the location of people’s friends. Facebook also allows advertisers to choose target audiences based on interests, activities and other factors. All of this information allows companies to advertise to a highly targeted audience.

When ALA-member showroom Lighting Etc. in Fort Worth, Texas, started using Facebook ads, the company focused its advertisements on married women, aged 25 to 45, with some college education, who own their own homes and live within 35 miles of the showroom. The business also targeted Facebook users with an interest in HGTV, Wayfair and interior design. There is really no limit to how targeted Facebook ads can become.

Bringing In Customers

The most effective Facebook ads encourage the consumer to actually take action. As a brick-and-mortar store, lighting retail showrooms are positioned to entice customers to physically visit their stores through promotions. For example, a Facebook ad could encourage consumers to mention the ad in store to receive a discount or other promotional offering.

Increasing Website Traffic

In the same way Facebook ads can entice customers to visit a store’s physical location. Linking the ads directly to a showroom’s website and providing promotional incentives can also increase web traffic and online sales.

Cost-effective Marketing

One of the best things about Facebook ads is the relatively low cost. Businesses can choose how much they want to spend and adjust their budget based on results over time. According to Facebook, for as little as one dollar per day, companies can reach an estimated 802 to 2,115 people each day, then cost and reach increases from there. When Lighting Etc. began using Facebook ads in 2016, the company saw a 40-percent increase in annual revenue, making any small additional cost to advertise well worth it.

Facebook makes it easy for companies to advertise, and it also provides a great deal of tips and helpful information on how to best utilize their advertising services at Facebook.com/business.