Facebook Ads: un valido strumento di promozione per una attività locale
Le piccole attività solitamente non hanno a disposizione grandi budget ed ecco perché i soldi dedicati in comunicazione devono essere spesi bene. Qual è quel mezzo che, a costi moderati, mi permette di raggiungere un pubblico mirato, potenzialmente
molto interessato al mio prodotto/servizio? La risposta è Facebook.
Dalle mie parti si sente spesso l’espressione “te seimper su facebook” (sei sempre su Facebook) ed in effetti è così. Mediamente le persone in Italia passano 2 ore al giorno sui social e Facebook è di gran lunga
quello più utilizzato dopo YouTube e WhatsApp.
Grazie all’immensa mole di informazioni che Facebook (FB) raccoglie ogni giorno, è in grado di individuare i nostri gusti, quello che ci piace vedere e leggere. Il suo obiettivo però non è far contente le aziende che cercano di trovare spazio sul social ma gli utenti, proponendo solo contenuti interessanti per loro. Avete notato che FB vi mostra contenuti spesso provenienti dalle stesse pagine? Avete 300 amici e seguite 20 pagine ma vedete sempre i contenuti prodotti da quei pochi amici e pagine. Questo perché FB ha notato che le vostre interazioni sono maggiori
con certi contenuti (cliccate mi piace, segui o lasciate un commento) e vi propone quelli. Crea intorno a voi una bolla che esclude le cose non gradite.
Entrare in questa bolla per un’azienda o un’attività commerciale è sempre più complesso. Come già anticipato FB vuole il bene dei suoi utenti non delle aziende. L’unico modo per raggiungerli è pagare l’ingresso. A quel punto FB vi farà accedere ad un universo infinito di dati e ad un pubblico perfettamente delineato e targhettizzato. Potrete focalizzare la vostra azione solamente su persone che vivono o si muovono nella vostra zona e rientrano nel
vostro target.
L’efficacia di una campagna local infatti non è data solamente dalla definizione della zona geografica ma anche e soprattutto dal pubblico che selezionate. Un volta individuato il vostro obiettivo e il
vostro cliente ideale, potrete concentrare e misurare il vostro investimento come mai prima. Potrete anche differenziare le campagne per obiettivi e target diversi. Ad esempio creando pubblicità per entrare in
contatto con nuovi clienti o in alternativa una comunicazione più incisiva su un pubblico di persone già clienti alle quali presentare promo dedicate. Pensate banalmente ad un’estetista: inutile negare che la maggioranza della clientela sia di sesso femminile, con FB potrete escludere gli uomini e focalizzare lo sforzo solo sulle donne. Con qualsiasi altro tipo di pubblicità questo non è possibile (cartelloni, radio, tv). Al contrario, magari avete deciso
di aumentare il volume dell’attività inserendo prodotti e servizi specifici per gli uomini (anche loro sono sempre più vanitosi) e quindi volete creare una comunicazione specifica per un target di soli uomini (età, luogo, lavoro) escludendo le donne. Solo FB garantisce un così elevato livello di controllo su cosa e a chi mostrare la vostra pubblicità. Potrete definire i
dettagli della vostra comunicazione dall’inizio alla fine.
Selezionerete quali indicatori monitorare e se i risultati non sono quelli sperati, potrete modificare in corso d’opera la campagna per ottenere ritorni migliori.
Riassumendo:
– costi accettabili
– possibilità di selezionare un’area geografica precisa
– possibilità di selezionare obiettivi e target diversi (età, sesso, lavoro, iteressi…)
– possibilità di realizzare più campagne pubblicitarie in contemporanea per i diversi obiettivi e target
– possibilità di misurare i risultati in tempo reale e modificare le campagne per ottenere ritorni migliori
Questi sono solo alcuni dei vantaggi nell’utilizzo di annunci a pagamento su Facebook ma credo siano abbastanza per dare un’idea delle potenzialità di questo mezzo, soprattutto al livello locale.
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