5 Benefits of Customer Satisfaction Surveys

They may not be as common for independent retailers as they are for big-box retailers, but customer satisfaction surveys are a great way to improve your small business.

In addition to gathering valuable data directly from the people who pay your bills, surveys can create a stronger sense of community and provide insights you wouldn’t normally have access to. If used correctly, the feedback from surveys can also convert potential problems into opportunities for sales, retention and growth.

If you’re looking for a cost-effective way to connect with your customers, here are five benefits of satisfaction surveys.

Feedback. Chances are you’ve heard the mantra, “You don’t know what you don’t know.” When it comes to your small business, there are probably things you’re unaware of or take for granted. Surveys are a great way to step back, get honest opinions from your 042616 Quotecustomers and learn what you don’t know. But remember, quality is more important than quantity; if you want data you can use, it’s important to ask the right questions.

Communication. While newsletters and e-blasts are great ways to reach out and stay in touch, they are forms of one-way communication. Satisfaction surveys, on the other hand, provide your customers with an opportunity to respond. By showing your customers you value their feedback – and by then implementing that feedback – you also build a sense of community. Instead of seeing their trips to your store simply as cash-for-goods transactions, they will see them as positive customer experiences.

Retention. With positive customer experiences comes higher retention rates. Given the choice, many people prefer shopping where their voices are heard and their opinions are valued. By providing some type of reward for participating in surveys – whether it be discount coupons or entry in a draw – you can increase loyalty and retention rates even further.

Content. Sharing your findings – either in store, online or both – is a great way to engage existing customers and attract new ones. Even negative feedback can be beneficial; honesty and transparency are valuable brand traits, and a commitment to constant 042616 SatisfactionSurveysimprovement helps build trust. The surveys themselves can also serve as content. For example, simply ask your Facebook audience, “What is one thing we could do to improve your customer experience?” Watch the responses roll in and use them to your advantage.

Growth. If you’re satisfied with the status quo and “business as usual,” customer satisfaction surveys are not for you. But if your entrepreneurial spirit still burns bright and you’re dedicated to evolving as a brand, they can help take your company culture to the next level. By reaching out, engaging your customers, gathering data, and then using that data to better their shopping experience, you’ll be sure to gain a following as committed to your business as you are.

5 Tips to Make the Most of Your Trade Show Experience

Here at the Paint & Decorating Retailers Association, we absolutely LOVE spring.

Yes, it’s a great time to get outside, tackle some paint projects, and explore the year’s hottest color trends. But even more importantly, the first week of May marks the return of the National Hardware Show in Las Vegas.

As Dan Simon, publisher of Paint & Decorating Retailer Magazine and executive vice president of PDRA, puts it: “The PDRA show at the NHS is the industry’s main event of the year … The show includes paint-store owners, industry manufacturers, buyers, buying groups, reps and distributors all from the paint industry. If you’re looking for new products, this is where you’ll find them.”

But as Jan Niehaus points out in the April issue of PDR Magazine, trade shows can be a big financial investment for small business owners. So instead of simply attending for the sake of attending, she says, it’s important to spend your limited time – and hard-earned dollars – wisely. Here are five tips to make the most of your trade show experience.

Plan ahead. Assuming you’ve already tested the waters and decided a particular trade show is worth attending, get to work laying out your strategy. With only a few days (at most), it’s important to study the agenda and prioritize. Simply showing up and hoping for the best will leave you overwhelmed and, ultimately, unproductive.Hand showing social networking concept made with white chalk on a blackboard Some things to consider before arriving are who you want to meet, what you want to learn, what you will bring (business cards, comfortable shoes, etc.) and who (if anyone) will go with you to represent your company.

Set goals. There’s no doubt that trade shows can be a great way to generate sales leads, scout the competition, explore new product trends and network with other industry professionals. But given your limited time, you can’t do everything. Whether it’s generating X amount of sales leads, obtaining a particular certification or boosting your social media following, come up with concrete and measurable objectives. Whatever the purpose of your visit, being intentional and deliberate will ensure much more value than trying to do too much.

Master your elevator pitch. As you’ll quickly realize, people at trade shows (whether it be presenters, exhibitors or potential customers) are extremely busy. They are also flooded with information. In the limited time you have with each new contact, it’s important to stand out. The best way to do this is with a memorable elevator pitch – who you are, what you do and what solution you offer. If you have a booth, props and unique displays can help; if not, personality always goes a long way. Think outside the box, and keep your pitch clear, concise and relevant. Important as it is to stand out, however, fight the urge to be everything to everybody; too broad a focus will only be a waste of time.

Get social. Now that you’ve mastered your elevator pitch, get busy and put it to work. You only have a few days, so make the most of them. In addition to meeting as many 041516 2014-NHS-Openingtarget contacts as possible, be sure to take advantage of social media. Apps like Instagram, Twitter and Snapchat are great tools to not only promote yourself, but to engage with other trade show attendees. Just be sure to find a balance between digital and personal interaction, and cast your net as wide as possible. “Plan to attend as many seminars, presentations, receptions, happy-hour gatherings and tours as your schedule can accommodate,” recommends Niehaus.

Follow up. It may seem obvious, but planning ahead, setting goals, mastering your elevator pitch and networking are all pointless unless you follow up. Immediately upon returning from a trade show, reach out to all of your new contacts and fulfill your commitments. Even if someone didn’t seem like a good fit at the present time, a quick email or a social media connection could plant seeds that pay off down the road. This is also the best time to evaluate your goals, explore potential business strategies and gauge your ROI. Most importantly, take what you learned from your trade show experience – both the good and the bad – and apply it to the next one!

For more information about the 2016 National Hardware Show, visit the NHS website or check out the April issue of Paint & Decorating Retailer Magazine.

Five Fresh Color Trends for Spring 2016

Spring. It’s a time for revival, rejuvenation and new beginnings. It’s also a popular time for home renovations.

But giving your property a facelift doesn’t mean you have to spend a lot of money. One budget-friendly way to give your home a renewed sense of style and sophistication is a fresh coat of paint. Whether you want to tackle several rooms or a single accent wall, the right color can go a long way in modernizing your décor.

To get you started, here are five color trends to help set the tone in your home this spring.

Bold Blues. Blue is one of those colors that tends to go through cycles, but thanks to scintillating shades like American Anthem by PPG and Filoli Dark Iris by Valspar, it’s the perfect time to go for the plunge. Blue is a great option for not only interior spaces like 040816 ParadiseFound_PPGbedrooms, bathrooms and accent walls, but also plays nicely with natural greens outdoors.

Gorgeous greens. Speaking of greens, nothing says spring like pop of mint, emerald or olive. Elegant and versatile, greens go equally great with bold colors and natural earth shades. “With an earthy edge, it hints at nature while emitting a sturdy, shielding feel, echoing the popular urban militia-inspired look that is showing up on fashion runways,” says Valerie Jager, channel marketing manager for PPG Architectural Coatings. One go-to green is Paradise Found by PPG.

Simple whites. When it comes to new beginnings, no color symbolizes a clean slate quite like white. Common yet classic, it demands attention in any room and will never go out of style. “The color white is transcendent, powerful and polarizing,” says Ellen O’Neill, creative director with Benjamin Moore, which named Simply White as its 2016 Color of the Year.

Pale purples. While pinks are great for summer and purples work in winter, spring is the 040816 SpringLilac_BMperfect time to find the sweet spot in between. Shades like lilac, lavender and periwinkle can add an understated pop of color to any room without being overbearing. They work great by themselves, or combine them with cooler colors like blue or gray for a burst of warmth. A popular not-quite purple is Spring Lilac by Benjamin Moore.

Magnificent metallics. From platinum and pewter to copper and bronze, all that glitters is truly gold this spring. In addition to providing a touch of sophistication, a shimmering ceiling or gleaming window frame will cut through neutrals and liven up any color it is paired with. “It’s no longer about that simple, pared-down, devoid-of-embellishment Belgian look,” says O’Neill. “We’re seeing all of these colors that telegraph a trunk of riches.”

Five Spring Paint Projects to Spruce Up Your Property

As the winter snow melts away and the long-awaited spring season officially begins, it’s a fantastic time to add a fresh coat of paint to various areas of the home. Since spring is known as a time for new beginnings, you have the chance to embrace it as a clean slate and transform your home into one you’ll be proud of all year long.

Whether you’re a weekend DIYer or an experienced painter, here’s a list of five spring paint projects to spruce up your property.

Exterior. While painting the exterior of your home is one of the biggest home renovation projects on the list, it’s best to tackle it in the spring. With the mild temperatures and relatively predictable weather patterns, this season is the most optimal time to paint vinyl siding, wood or the entire surface of your home’s exterior. 040416 PaintingOutsideWhile you might need a few extra hands or a professional opinion before getting started, you’ll love the look of the finished product.

Garage. Since garage doors face full exposure to various elements throughout the year, a great way to update the look of your home is to give your garage a fresh coat of paint. Whether you choose a neutral tone or you brighten it up with a pop of color, it’s best to use a thick, mildew-resistant exterior paint for the best long-lasting results.

Doors. The front door is the first impression your home makes with neighbors, guests and potential buyers. If you want a quick way to increase your curb appeal, painting it with a good quality exterior product will make you fall in love with the look of your home in just a few hours. While most people opt for a neutral shade on doors, it may be a perfect opportunity to think outside the box and go for a color like orange, red, blue or green.

Flower Pots. One of the best things about spring is having the opportunity to liven up 040416 FlowerPotsyour lawn with gardens and fresh flowers. If you’re looking for a great way to spruce up your flower pots while getting the kids involved, painting them is the perfect weekend project. Whether you let them create special designs or keep the look neutral and clean, you’ll love the way freshly-painted flower pots add style, personality and eclectic charm to your home’s appeal.

Interior. If there was ever a perfect season to give your walls a fresh coat of paint, it’s definitely springtime. Whether you’re looking to brighten up the kitchen, living room, bathroom or bedroom, spending a few hours with a painting project can take years off the look of a room and has the power to transform it into something refreshing and vibrant. With the warmer weather, it’s also possible to pop open the windows and enjoy the fresh springtime air!

5 Tips for Spring Cleaning Your Small Business

The fresh spring season is known for a lot of things: the official beginning of longer and warmer days, the essence of new beginnings, fresh buds and blooms and the ever-popular spring cleaning.

While it’s a smart idea to remove the dust, dirt and clutter from your home during this time, it’s also highly beneficial to give your small business a thorough spring cleaning. These 5 tips will help you erase the winter blues and spring forward into a new productive and successful season for your business.

Freshen Up Your Website. Take some time going through each page of your website and remove dead links and content that doesn’t represent your current brand. Make a solid plan to add fresh, new content and add your latest customer testimonials with the current date. And if your website has had the same template or layout for the past two years, tidy it up with a refreshing and eye-catching new look. Hire a graphic designer to revamp your webpage or – if you’re tech-savvy and have the time – use one of the free templates available from your host.

Manage Your Goals. Spring is a popular time for home makeovers and renovations – and the perfect time to set new goals. Take some time to reflect on your success of the previous season and evaluate your marketing and sales strategies: What worked and what 032816 ManageYourGoalsdidn’t? Did you meet your goals? What can be improved to ensure that this season is better than the last? If you’re not satisfied, regroup and rethink your approach.

Excite Your Employees. As a business owner, you may feel like you’re the one doing all the work when it comes to ensuring the success of your business. However, if you’ve hired the right employees and take the time to them feel like a team, you’d be surprised how hard they will work for you. Organize a meeting and get your employees excited about the new season. Share the details on new products, brands, business goals, upcoming sales and exciting promotions.

Clean Your Workspace. Yes, this time we mean really clean it.032816 CleanYourWorkspace Go through your desk and recycle loose paper, printouts, documents or anything that you no longer need. Dust your shelves, clean your windows, wipe your computer screen and give surfaces a good, thorough scrub. By the time your clean sweep is complete, your business and workspace should feel tidy, fresh and ready for all customers that are sure to come through your doors.

Spring Break. Just because you’re a business owner doesn’t mean you shouldn’t get a much-needed spring vacation! Whether you take a couple weeks off or you simply turn on your “Out of the Office” auto-replies for a few days while lounging at home, your business will only boom when you’re booming. Since spring cleaning is about refreshing and reviving, rest time is the perfect plan to do just that.


5 Types of Content to Engage Customers Online

There was a time (not too long ago), when monthly marketing budgets were spent exclusively on interruption advertising. Big box stores and independent retailers alike believed that the best (and in some cases, the only) way to reach potential customers was by throwing information in their faces. From television and radio spots to newspaper and magazine ads, the primary goal was to cut through the clutter and just get noticed.

Thanks in large part to the emergence of social media and mobile marketing, interruption advertising is dead. In a society with unlimited access and countless options, quality content has never been more important. Unless it is entertaining, informative, engaging, or all three, it will surely be ignored.

But simply creating – or curating – quality content is not enough. Much like advertising and other forms of marketing, timing, tone and understanding your audience are key. If you truly want to reach customers in today’s world of digital overdose, here are five content ideas to not only grab their attention – but to hold it.

Blogs. Whether you write weekly, monthly or whenever you can, Untitled-1there are countless ways for independent retailers to engage customers with a blog. From product reviews to employee profiles to industry news to how-to tutorials, the options are endless. And although blogging takes more time and creativity than a simple social media post, the work will undoubtedly pay off. And if you just can’t find the time (or don’t have a writing bone in your body), you could always pass it off to an employee or a freelancer. According to ThinkCreative, small businesses that write blog posts get 126% more lead growth than small businesses that don’t. Convinced yet?

Videos. Since the emergence of Youtube, video marketing has come a long way. Whether they’re long and informative or short and to the point, videos are a great way to inform, engage and entertain a generation who grew up glued to screens. As stated in this article, 64% of marketers anticipate video content to be a main category in their strategies as time goes on. But if you’re not a videographer, don’t worry – even simple, unpolished videos will help satisfy your consumer’s thirst for fast information.

Photos. From new products to store renovations to behind-the-scenes shots of you and your team, visual imagery is a great way to catch the collective eye of your online 031816 VideoContentaudience. Whether you post the photos on Facebook, Instagram or even your blog posts, photos help create a connection with your audience and reinforce their decision to shop at your store. Photos are also easily shared and compatible with countless apps and social media channels. Just keep in mind that while it’s great to share this type of media, it’s best to keep the photos professional and noteworthy.

Contests. Contests and giveaways do an excellent job of answering a customer’s most basic question and concern: What’s in it for me? Whether you offer up a new product, a service or a gift card, online contests are a great way to get people excited and spread the word about your brand. Perhaps the best thing about contests is that they not only reward your existing customers, but can help attract new ones; according to this article by HubSpot, contest campaigns acquire an average of a 34% audience increase!

Conversation. The best way to engage with consumers is to simply generate some conversation. Given the open platforms provided by social media, one of the best ways to do that is by asking questions (and answering them). People are full of opinions, and some will jump at any opportunity to make their voice heard. Not only will reaching out to your audience make them feel connected to your business, but it has the hidden benefit of serving as research; if you treat your audience like a focus group and ask specific questions about products or services, you can tap in to the desires of your customer base – any marketer’s dream!


5 Ways to Increase Employee Productivity

In past blog posts, we’ve stressed the importance of efficiency in the workplace and provided advice on becoming a more productive small business owner (here and here).

This week, we’re here to remind you that you’re not alone. Just as a company’s success is dependent on its leader, a leader’s success is dependent on his or her staff. But a strong team doesn’t happen by accident. In your position at the top of the totem pole, you are directly responsible for creating your company culture and setting the tone in your store.

Here are five ways to help your staff help you.

Delegation. When it comes to running your own business, it can sometimes be hard to take a hands-off approach. But if you want a productive team beside (not below!) you, 031116 Productivityyour employees need to know you trust them. The double benefit of delegating tasks to your staff is that it will lighten your own work load while empowering your employees. When delegating tasks be sure to set firm deadlines, provide as many resources as possible and keep communication lines open.

Accountability. As with most independent retailers, you probably have a relatively small staff whom you work closely with on a day-to-day basis. But as friendly as you may be with your employees, you need to set boundaries. When a worker is slacking or under-performing, don’t be afraid to take them aside and discuss your concerns. To get the best results, meet in private, remind them it is a professional issue instead of a personal one, and explain why it’s problem (not just that it is one). Again, open communication is key.

Incentive. Chances are, your employees are qualified for their positions. And given the niche nature of the paint and decorating industry, chances are they didn’t apply simply for a paycheck. So if you’re finding one of your staff members’ performances to be inefficient or unproductive, it may stem from a lack of motivation. To reignite their passion and boost their personal investment in your business, here are five simple and unique perks to keep employees motivated.

Appreciation. While the days of Christmas turkeys may be gone for corporations and small businesses alike, there are countless ways to remind your employees how much you appreciate them. We all know how nice it is to feel valued, and we all know the power of 031116 EmployeeAppreciationpositive reinforcement. When it comes to encouraging productivity in the workplace, nothing beats a little praise, a pleasant gesture or a random act of kindness. In addition to increased autonomy and worthwhile incentives, here are five simple but often-overlooked ways to show your staff how much you truly appreciate them.

Lead by example. One of the best ways to ensure productivity among your team is to build a workplace culture that promotes it. We are all products of our environment, after all. Among the values you should practice daily are honesty, efficiency, transparency, optimism and – you guessed it – open communication. If you manage to build a community atmosphere that rewards hard work and celebrates success, the productivity will be sure to follow.


5 Ways to Build a Greener Brand

In the March 2016 issue of Paint & Decorating Retailer Magazine, we devoted a great deal of ink to the growing importance of environmental sustainability and “going green.” In addition to a story about marketing to eco-conscious millennials and updates on specific product segments (caulking products and spray equipment), Jan Niehaus writes in depth about the challenges of green branding.GreenPaint2

With the rise in environmental awareness occurring all over the world, more and more people are making green changes throughout a variety of areas in their lives – including where they shop. In fact, according to Good. Must. Grow, 60% of people said that buying from socially responsible businesses was important to them.

So while recycling and preserving electricity are a great start, a more concerted effort to go green can actually benefit not only the environment, but your bottom line as well. Here are five ways to help Mother Nature, establish your small business as an eco-friendly leader, and build a greener brand.

  1. Carry Green Products: There’s no easy way to say it: paint is a large-scale pollutant. But that doesn’t mean you can’t play a part in cutting down waste and pollution. According to Nielsen, 42% of Americans are willing to pay more for products and services provided by companies that are committed to positive social and environmental impact, so it’s certainly worth the extra investment to carry eco-friendly products. Benjamin Moore Natura Waterborne Paint, for example, will demonstrate your business’ eco-commitment in a powerful way. And since manufacturers are always working on new and improved formulas and product lines, be sure to stay educated, and connect with like-minded distributors and sales reps whenever possible.
  1. Participate in Earth Day: April 22 will mark the 46th editionEarthDay2 of Earth Day. When it comes to promoting your passion for the health of the planet, there’s no better way than participating. As a leader in your community you have the responsibility to organize activities, give to the cause or (at the very least) help spread the word. Whether you host an Earth Day event or start a fundraising initiative, it will show the public that your company cares not only about your immediate community but about the world as a whole.
  1. Practice What You Preach: In order for your brand to come across as eco-friendly, your shop has to be green internally, too. And it starts at the top. Leading by example, it’s important to make sure that your employees understand your eco-friendly initiatives and play their roles in promoting your company’s values. Customers should know without having to ask that you are making a conscious effort to be environmentally sustainable. For specific ways to create a greener environment, take a look at our previous post about Laying the Foundation For A Greener Workplace.
  1. Make Your Marketing Eco-friendly: From giveaways to event invitations and everything in between, your marketing materials are one of the most important ways to share your eco-friendly values with customers. Whether you choose recycled paper or seed paper for promotional products, or you opt for paperless marketing like e-blasts, digital newsletters or social media, practicing green marketing is a crucial part of sharing your company’s green message.

5. Promote Yourself As A Green Leader: Once you’ve made some significant changes to your newly-improved brand, it’s time to promote yourself as a “green” leader in the paint and decorating industry. Not only will this solidify your commitment to being socially responsible, but it will help establish your company’s expertise and set you apart from the competition. Whether you attend eco-friendly professional development seminars (or even host them!) or organize a community clean-up day, it’s important to tell show the world that your business is taking positive steps to make the planet a cleaner and greener place to live – and encouraging others to do the same!

5 Simple Ways to Increase Profit Margins

It’s the moment all small business owners dread – the realization that costs are up, sales are down, or (gasp!) both. No matter how minor the drop is, decreased profitability can cause you to panic, lose sleep, or worse: you might even be tempted to offer crazy discounts and/or make regrettable staffing cuts.

Just hold on.

Before you do anything drastic, remember that regardless of your situation there are always ways to boost your profit margins. And you don’t have to blow out inventory or fire employees to do it. Without further ado, here are five simple ways to increase your company’s profitability.

Increase Prices. It may seem obvious, but many businesses with waning profit margins simply don’t consider price hikes. We’re certainly not recommending you increase the cost of each and every item on your shelves, but it’s a smart idea to add a few dollars to your most popular or more exclusive products. While it may be difficult to ignore the constant price wars between big-box retailers, there are also benefits to higher prices; for example, “prestige pricing” can create the illusion of greater value. For more pricing tips, revisit our blog post from August 2015.

Narrow Your Focus. Take a look at your inventory and see how022616 ParetoPrinciple long some of the items have been sitting on the shelves. If you find that you’re selling significantly more of one particular product (or brand) than another, it might be beneficial to revisit the Pareto principle, aka the 80/20 rule (ie. 80 per cent of your profits may be coming from 20 per cent of your sales – or close to it). While it may take a bit of time to comb through your sales reports and overstock, regularly checking your inventory is a great way to determine what your customers are buying (as opposed to assuming what they’re buying). As a result you will have fewer products collecting dust and higher profit margins.

Avoid Discounts. While regular sales and steep discounts will definitely attract customers, they can also send the subtle (or not so subtle) message that you are desperate or struggling. At best, people will wait to shop at your store until the next flash sale. At worst, they’ll steer clear altogether. After all, you’re not targeting customers whose primary concern is price; for those shoppers, there’s a big-box retailer down the road. Although people love to save a few dollars every now and then, decreasing prices every time your sales dip will have a negative effect on both your reputation and your bottom line. There are far better ways to attract (and keep) customers than selling yourself short.

Re-evaluate Certain Costs. You have employees for a reason, and there’s a good chance they all have some free time during their shifts. While traditional retailers use lulls as an excuse to send staff home to cut costs, we consider that short-sighted. Instead, we recommend taking advantage of the slow times. Isn’t it better to delegate duties like 022616 ProfitUpwindow washing, inventory display and stockroom organization than having to do it yourself? As a small business owner, you know better than anyone that time truly is money – especially your own.

Add Value With Bundles. One way to increase profit margins (and also provide a competitive advantage) is to combine products and/or services into special bundles. For example, if a customer orders a certain amount of paint, you could offer a discount on your painting or design services. Even if the product or service you’re offering is one they didn’t originally consider, the discount may be enough to entice them. Since it’s typically more cost-effective to retain a customer than it is to attract a new one, up-selling and providing exceptional service is a great way to increase your profit margins – both now and down the road.

5 Reasons to Advertise on Facebook

When it comes to marketing on social media, it can seem like your strategy changes as fast as the technology itself.

But as Julianne Will points out in the February 2016 issue of Paint & Decorating Retailer Magazine, advertising on Facebook has become one of the more affordable and efficient ways to reach your target audience. With print’s steady decline and other mediums likely beyond your budget, Facebook can help you connect with its built-in audience while allowing you to spend whatever you’re comfortable with.

And while its effectiveness varies from industry to industry and company to company, there’s no doubt that Facebook ads are here to stay. As stated in this infographic by adespresso.com, Facebook advertising has grown over 680 per cent since 2010, and has over 1 million advertisers spending $8 billion on their promotions.

So is it worth it? We’re here to say that it is – at least for the time being. Here are five reasons why:

Massive reach. Whether you’re promoting a special offer, a new product, an upcoming contest or a weekly blog post, Facebook is one of the easiest ways to attract a lot of attention to a particular advertisement. In fact, according to Facebook, there are more than 1 billion people with active accounts on the social media platform! While you certainly aren’t aiming to reach that many people with your ads, it goes to show how much potential is out there.

Budget-friendly. 021216 Cost_for_1000_Impressions_content_marketingPerfect for any size budget, advertising on Facebook is a cost-efficient way to create – and test – various promotions. Since you have the option to choose the amount you want to spend, you have the luxury of experimenting with different ads and seeing what works (and doesn’t). Furthermore, whether you want to spend $3 or $100, you can spread it out over a day or a lifetime; the reach is based on the amount you spend, not a time limit. No matter what you choose, the options are customizable enough to make the promotion work for you.  (image credit: socialmediatoday.com)

It creates actions. While it can be exciting to see your advertisement in the pages of a newspaper or a magazine, or on a billboard, the problem with these promotions is that they don’t encourage the reader to immediately take action. The beauty of Facebook ads is that they include a clear call to action. Whether you want someone to like your page, 021216 FBvisit your website, buy a product, or enter a contest, it is just a click away.

Extreme targeting. It may seem like digital wizardry, but advertising on Facebook gives you the power to access your EXACT demographic. With more traditional types of advertising, you cannot always control who sees your ad. With Facebook, you choose everything from geographical location, age and gender to education, occupation and interests. Instead of wasting time and money trying to sell to anyone and everyone, you can market directly to the select few you are targeting.

Helpful feedback. If you spend money on a new ad, you’ll likely be interested in collecting data and gauging its success. Facebook Insights allows you to monitor specific analytics, including how many clicks, likes and shares you received – and where those clicks, likes and shares came from. Not only will this help you determine your return on investment, but you’ll be able to tweak certain aspects of your campaign to make it more effective next time.


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