In today's mobile economy, businesses around the world have an opportunity to connect with new customers, especially through social media. Over 1.2 billion people are on Facebook alone, making it possible for one small business in one country to reach a massive audience globally. It’s also possible for Filipino businesses to expand their market by targeting or selling to people who live in different cities, states or regions and countries.
However, finding new global customers can be a challenge. Last year, Facebook introduced cross-border solutions to help businesses reach new customers easily using Facebook. This also helps businesses, especially SMEs, to be connected to the new global mobile economy.
The idea is to make it easier for small businesses to reach and engage customers from around the world using Facebook’s new cross-border products. This is aligned with their vision to make businesses grow by bridging them to potential markets, whether it's around the corner or around the globe.
These new products and tools are:
1. Dynamic-language optimization
When running Facebook ads, businesses can place multiple languages within one ad set. Facebook then matches the right language to the right user.
This solution also makes budgeting across different languages easier, as Facebook will optimize for the best performance based on your total budget and campaign objective.
This was helpful for marketers like Le Phuong Bao, who works at iMedia and Trading Agency. Bao said that this feature has helped to make work more efficient in different time zones.
“Instead of staying up late at night to check ads every hour, now I can set rules to turn off ads when they go out of our budget. And once I have products that work in one country, I can easily scale to that region by adding new languages to my products and websites,” Bao said.
2. Multi-country lookalikes
Before, advertisers could create an international Lookalike or target consumers who have similar interests to find their best customers in one country. Now, they can use multi-country Lookalikes to find their next best customers not only in one country, but also in a combination of countries of their choosing.
LifeCell Marketing Director David Suarez has found this feature essential in growing their business.
“Since we started advertising on Facebook, we were able to grow our business exponentially and sales have increased by 83 percent,” Suarez said.
“As a result of this success, we’ve hired four more people with plans to hire two additional employees and we are now present in more than 40 countries across five continents,” Suarez added.
3. Multi-city targeting
Businesses can now reach people in multiple cities based on population size. When running ads, this feature allows an advertiser to automatically select all the cities in a country, region or even worldwide based on population. This will save them time researching the city and makes sure the ads are delivered to the right people in selected cities.
4. Facebook IQ Cross-Border Business Insights Finder
This is a new tool that helps businesses of all sizes explore and unlock new growth opportunities by providing comparative country data based on past-campaign performance across Facebook, Instagram and Audience Network platforms. This is especially helpful for marketers who are looking for data and statistics per country so they can run their advertisements and campaigns more efficiently.
Facebook released the following data on the Philippines and SMEs and how many people are connected to the social network’s business pages:
- 1.6 billion people on Facebook are connected to a business.
- More than 1.2 billion people on Facebook are connected to a small business in another country.
- 59 percent of people on Facebook in the Philippines are connected to at least one SME page in a foreign country.
- People on Facebook in the Philippines are connected to businesses in other countries. The top five countries are the United States, India, United Arab Emirates, United Kingdom and Pakistan.
With Facebook’s DIY way of setting up ads that even small and medium business owners can learn, these tools will help them grow their business not just within the country, but all over the world.
Nicai is the marketing head of Rising Tide, a technology solutions company. She is also the Manila Bureau Manager of Probe Media Foundation's Mulat Pinoy-Kabataan News Network and a regular contributor for SPOT.ph. Follow her on Twitter, @nicaideguzman, and LinkedIn, https://www.linkedin.com/in/nicaideguzman