“We’re trying to instill in kids a lifelong love of travel. We want to help them become global citizens.” This was how Co-Founder and Co-CEO Amy Norman described the thinking behind startup media company Little Passports, which has tripled its customer base over the past six months with the help of advertising on Facebook.
Norman said in a profile on the Facebook for Business page that she and Co-Founder and Co-CEO Stella Ma both have multinational backgrounds, and they both sought to “develop a way to help kids to learn about the world without having to travel.”
Little Passports features “pen pals” Sam and Sofia in a World Edition, which profiles a different country every month, or a USA edition, which focuses on the U.S., and kids receive packages every month, which include letters and souvenirs from that month’s destination.
Norman said of how Little Passports advertises in general:
We use all of the major digital channels: We do paid search; we do affiliate marking. We market through mommy bloggers. We do remarketing. But for us, Facebook is really the most important channel. People have never heard of Little Passports before, so for an emerging brand, it gives us the opportunity to showcase the visual nature of our product. If you do paid search, it’s just a text ad, so you can’t really show what a great product you have.
On the topic of Facebook advertising specifically, she added:
We use Facebook for two different reasons. The first is to find new customers. The second is to engage our existing customer base or people who have heard about us but haven’t made a purchase. We run ads in News Feed on desktop and mobile, and use custom audiences and lookalike audiences to find people in our target audience.
We look at how much advertising dollars we spend on Facebook for every new subscription that we get. The conversion tracking pixel has been really helpful for that, because we’re able to track exactly where an acquisition or a new sale comes from.
We also test a lot to make sure we keep our cost of acquisition down. Once we know a particular ad or message or piece of creative works, we begin increasing our spend.
Finally, Norman offered this advice for other small businesses that are exploring Facebook advertising:
Start small. And test everything — the images you’re using, the language, the audiences. And I would say start with what you know about your customers. Try and reach your core demographics first, find out what works for you, and then expand your reach.