Facebook’s Preferred Marketing Developer Program was replaced earlier this year with its Marketing Partners Program, which was restructured to allow easier B2B partnership link-ups.
Now, another change has seen a new small business section being added to the feature, and there is the promise of more small business solutions to come.
There are two listed tools to start the new small business-aimed features, namely AdRoll and Constant Contact.
AdRoll is there to help a business retarget, and Constant Contact allows emails to be easily converted into Facebook ads.
In Facebook’s Marketing Partners directory, the tool page explains: “AdRoll’s solution for advertising on Facebook gives you full-funnel, cross-device access to all native Facebook ad units. You can retarget your existing audiences, as well as reach new, high-quality audiences across desktop and mobile.”
Constant Contact’s page in the company’s Marketing Partners directory says: “We know the power email has to connect you with your current customers. And with the rising importance of Social Media to expand your reach to a new audience, we developed a way to combine the power of both: Constant Contact’s Facebook Advertising tool.”
This tool gives a business the ability to convert a Constant Contact email into a highly targeted, mobile-optimised digital Facebook ad via a very simple and straightforward process.
Facebook’s explanation goes on: “You can target a new audience with similar traits and interests as your existing customers, making it more likely that those who see your ad are interested in your product/service. You can also know what’s working by tracking views, clicks and more directly from your Constant Contact account.”
Facebook recently announced that the active advertiser count had increased by a quarter over a seven month period, so an expansion of features and products aimed at the small business community shows an important development of company strategy.
According to global head of the Facebook Marketing Partner program, Steve Irvine, most of the active advertisers are small businesses, but only 5.5% of an estimated 45 million businesses that use Facebook Pages actively use advertising options on the platform.