Mother’s Day Marketing: Using Facebook Like 1-800-FLOWERS, Even with a Limited Budget

When I start talking about Facebook’s knowledge..how Facebook knows everything about everyone…people tend to go through a range of emotions…

From fear and astonishment to eventual excitement and intrigue.

Facebook knows everything about you. Seriously. Everything.

Facebook and it’s partners know what you bought at Target last weekend, where you went on vacation last summer, where you’re planning on going on vacation this summer, how many times you’ve been married, how many kids you have, the amount of money you make, the car you drive, the size of your home, and about a billion other intimate details of your life.

Don’t shut down your Facebook page…not yet…because what I’m about to tell you will change the very way you use Facebook…

FOREVER.

Or, at least, it should. Especially if you’re a small business owner or self-employed.

First of all, it’s not just Facebook that knows everything about you. Much of the information it gathers are from 3 enormous data-gathering companies that provide this type of information to many ad agencies. They track everything that is trackable…including credit card and debit card purchases.

So, if you’re worried about privacy on Facebook…it’s too late. It’s not just Facebook.

Secondly, and here’s the important part, Facebook also knows everything about all of your perfect customers and clients.

Soak that in for a moment. Stop worrying about your privacy on Facebook and start seeing enormous opportunity!!

What Facebook Knows About Your Perfect Customer

Let’s say you own the flower shop on the corner. Mother’s Day is coming up, a big one for your business, but the competition has a limitless budget, and your budget is…well…full of limits.

Not a problem, because in your case it’s not about the budget, but the local attraction!

While 1-800-FLOWERS and FTD Flowers might have unlimited budgets, they are targeting everyone, everywhere.

You can run an add for…let’s say $100 a month…and target the exact people 1-800-FLOWERS targets…

But BETTER.

You do this by knowing everything about your audience, including whether they have purchased flowers at 1-800-FLOWERS or FTD Flowers before, or if they Like their Facebook pages, or even if they’ve talked about them before on Facebook or been on their website.

Interest Targeting:

Interests may include things people share on their Timelines, apps they use, Pages they like and other activities on and off of Facebook. Interests may also factor in demographics such as age, gender and location.

Interest targeting lets you define your ideal audience by their interests, hobbies and Pages they like on Facebook.

We identify interests from information they’ve added to their Timeline, keywords associated with the Pages they like or apps they use, ads they’ve clicked on and other similar sources.

  • In the ads create tool, the Interests section will give you keyword suggestions and show you how many people you could potentially reach by adding those keywords
  • Target customers based on some of the websites they visit and apps they use

Behavior Targeting:
Behaviors are activities that people do on or off Facebook that inform on which device they’re using, purchase behaviors or intents, travel preferences and more.

Behaviors are constructed from both someone’s activity on Facebook and offline activity provided by data from Facebook’s trusted third-party partners.

Here’s what I’m getting at:
Screen Shot 2016-02-25 at 2.06.17 PM

Target everyone on Facebook who lives in Gilbert (or within a specific mile radius of your flower shop) who has shown “interest” in the competition.

Additionally, you can narrow that audience down to include Facebook users who frequently make online purchases:
Screen Shot 2016-02-25 at 2.07.47 PM

So, you see, you might not have the budget of 1-800-FLOWERS or FTD Flowers, but you can run the same advertising to a more localized audience with a much small budget.

And, because this specific audience has already shown interest, or has already purchased from, 1-800-FLOWERS or FTD Flowers, you have a remarkable opportunity to convince them to purchase from you this Mother’s Day…from someone local and who will provide far better floral arrangements and services.

In Conclusion

I’d like to point out that Facebook wealth of data and knowledge on each and every one of us is not necessarily a bad thing, if you look at it from the perspective of a business owner and marketer.

The knowledge that Facebook has allows you, the small business on the corner, to literally compete with the big guys and their unlimited budgets. 

It allows you, the little guy with the little budget, to get your business in front of the people who are most likely to buy!

And that brings me to what I do and how I can help: I deliver the consumers most likely to buy your products and use your services. 

Advanced Facebook Advertising with Interest and Behavior targeting is just one of the tricks I’ve got up my sleeve!