November '17

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8 THE SHOP NOVEMBER 2017 W hat if I told you that there was an advertising secret weapon for aftermarket shop owners? That your shop could easily reach local consumers who you knew were seeking aftermarket parts for their vehicles, or reach subscribers to popular automotive magazines? What if I could promise you a simple, effective way to advertise your shop—guar- anteeing you more reach than word-of- mouth and more impact than traditional methods, plus ways you could match real sales to your ad campaigns—all without breaking the bank? And what if I told you all of this could be unlocked right from your desktop com- puter? I'm talking about advertising on Face- book. And before you skeptically turn the page, I have three quick facts about Face- book that I hope will get your attention: There are 214 million active users on Facebook in the U.S., and each user spends 50 minutes per day scrolling through their News Feeds. If you want to be where your customers are, Facebook is it. Facebook has the second largest share of the global online ad market, right behind Google. When I talk about Facebook Ads, I'm referring to intensive data targeting and intelligent user profiling (not posting on your Business Page or Boosting posts). Facebook has slowly made itself a staple in most small, medium and large businesses' advertising strategies. But how? How did Facebook, a social media channel, transform into an advertising platform? More importantly, how did it turn into an ad platform that works for a small niche like aftermarket dealers? A LOOK BACK: FACEBOOK GETS UN-SOCIAL Originally, Facebook was exactly what it was intended to be: a social media platform. But once it began raking in a whopping 2.01 billion monthly active users worldwide, it became a hot commodity for both local and global businesses alike, hoping they could use Facebook to reach their digital-savvy customers. A few years ago, every business was given the same advice to perform well on Face- book: Create a Business Page, post daily and increase Page Likes. And, while these tactics were (and still remain) important, they are just the start of what businesses can do through Facebook. The catalyst that established Facebook Advertising as we know it today occurred just a few years ago. Around 2014, users began complaining that their posts were being buried by content from businesses on the Facebook News Feed. As a result, Facebook changed its algo- rithm to help distribute businesses' posts vs. user content, and businesses saw an average 12.5 percent decline in organic (unpaid) reach. This was a big change. In fact, social media agency Social@Ogilvy found that Business Pages that had more than 500,000 Likes were only achieving an organic reach of 2 percent, meaning if your Page had 10,000 Facebook fans, only 200 would actu- ally see your posts. Since then, businesses have had to place ad spend behind their content on Face- book to achieve a legitimate reach. Thank- Secret WEAPON The Aftermarket's Five Facebook campaign ideas that will make you rethink social media. By Brooke Jensen

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