The new focus for SMB advertising is very precise targeting , and that means building campaigns with Facebook, according to SMB marketing entrepreneur and Constant Contact co-founder Randy Parker. “The top three ad platforms are Facebook, Facebook, and Facebook,” says Parker. “There is no second place.”
Parker, who is developing Brevi Ads, an integrated, automated ad platform for SMBs that uses Facebook solutions, says that Facebook’s targeting abilities generally cost less than $150 per campaign, and are better than what Proctor & Gamble would spend millions of dollars on ten years ago.
“If you own a stroller store, you can target women 25-45 who live nearby, and filter in people with a child under the age of three and who bought baby gear within six months,” says Parker. While you could split your budget with Twitter, LinkedIn and Snapchat, “you are probably better spending all of it on Facebook,” he adds. You might plug in Instagram as part of that – Facebook owns it.
Parker and his Boston-based team are building Brevi to take the power of Facebook and apply it to SMBs. He notes that the solution integrates such features as SMB scheduling and shopping carts to better understand the SMBs’ actual needs in each vertical.
“You want to automate by going deep” with the business, says Parker. “Your problem is not that you want to run a Facebook ad. You want people to come for your 5pm Yoga class.“
We are now in the third generation of SMB marketing, Parker adds. “The first generation was getting online and figuring out how to market digitally. The second generation was coached DIY: what we did with Constant Contact. In the third generation, marketing will be truly automated.”