Though virtually every business in the world can benefit from beefing up its social media presence, the home improvement industry in particular is one area where social media content is especially crucial. A recent report in Mobile Marketer revealed that 22 percent of consumers working on home improvement projects were directly influenced by ads on mobile, social media and desktop, with 19 percent of those surveyed specifically looking to either Facebook or Pinterest for ideas. Once you've set up your social-media profiles, you may be wondering exactly what home improvement marketing tips you can implement to maximize the effectiveness of your social-media presence.

With approximately 1.7 billion active monthly users, marketers are well aware of the value of advertising on Facebook. According to HubSpot, businesses paid 122 percent more per ad unit on Facebook in 2015 than they did in 2014. With dozens of different ad objectives, placement options and product features available on the social networking platform, it's easy for marketers to feel overwhelmed when starting a campaign on Facebook's ad network. Here's a quick rundown of the network's top ad types for local businesses.

Brand Awareness

The first step to building a successful business is increasing customer awareness of products and services. The Facebook network offers numerous ways to promote brand recognition with photos, videos, slideshows and carousel ads on Facebook and Instagram. Carousel ads are unique in that they allow you to showcase up to 10 images and links within a single ad unit. For instance, if you own a restaurant, you could show off the top 10 dishes on your menu.

Autumn has always been associated with warm colors, cooler temperatures and the beginning of sweater season, but in recent years, another icon has come to dominate this time of year: the pumpkin spice latte. This drink first came on the scene in 2003, and in the decade+ since, it's become a seasonal phenomenon, with sales upwards of 200 million units in its first ten years, according to Forbes — not bad for a drink that's only available for about three months a year. While thoughts of the pumpkin spice trend may bring to mind the warm fragrances of nutmeg and cinnamon, there's actually a lot that marketers can learn from this unlikely autumnal icon.

Seeing a spike in online traffic might put a smile on your face, but unless you know how to get consumers past the click, this joy will prove fleeting. Here are some tips on increasing conversions.

Find Them on Facebook

With 1.13 billion active daily users, Facebook is not only an effective way to reach your potential customers, it's also an efficient way of driving conversions. With the data the company has access to, it's possible to target your reach to specific locations (e.g., ZIP codes or geo-fences) and purchase behaviors. Be sure to create a Facebook Pixel to place on your own website so you can retarget audiences.

Though Facebook is a great tool for businesses that want to engage with their customers, it's also very useful for accomplishing more tangible goals. With a little know-how, marketers can increase relevancy and visibility, and even grow physical store visits. Here are the Facebook marketing tips you should be employing now.

Use Audience Optimization to Increase Relevancy

Facebook posts have historically had an uncertain impact on visibility (some brands do extremely well, while others stumble), but the platform recently rolled out an audience optimization tool that allows businesses to target specific subsets of their audience for individual posts. For instance, if you are a retail clothing company and create a post that markets a new line of bras, you can exclude male recipients (who would be unlikely to find this specific post relevant).

The retail store is no longer the one-stop shop it was in the past. Consumers have no shortage of options when it comes to shopping, and it's not just brick-and-mortar stores versus online: Smartphones, tablets, and desktop computers all offer their own advantages when it comes to shopping.

Consequently, few consumers stick to just one channel for conducting their shopping business, even when considering a single product. In fact, a Marketing Land survey shows that 90 percent of shoppers actually use smartphones for shopping in stores. This behavior has cultivated a consumer buying process that is hard to track and even tougher to predict — but marketers are finding tech solutions that enable effective tracking from one channel to the next, and even provide options for leveraging this multichannel utility as an asset.

To succeed in 2016, brands can't ignore the ever-shifting presence of consumer activities. Instead, it's critical to anticipate this sort of behavior and build a marketing strategy that accommodates this new approach.

It's time to start thinking about back-to-school marketing ideas. Retailing Today cited a report that 62 percent of households plan to reduce back-to-school spending this year. So, with these expected cutbacks, how can you get a jump on your competitors to make sure you're ready when parents and students get ready for the first day of school? Here's some ideas.

Kids Love Facebook

Kids influence purchase decisions, so if you want to create a buzz among young people, target students using social media and promote your products where they hang out. According to a report from Common Sense Media, 45 percent of teens and tweens use social media every day. Think about incorporating your products into a Facebook game with a sponsored link.

Traditional advertising placed brand recognition at a premium. Digital marketing has expanded the possible goals of ads in today's commercial landscape, building direct channels for conversions and offering a myriad of other benefits that can be used to build a case for ROI.

But the value of brand awareness itself is just as important as ever — it's why a company like Apple doesn't even have to put its name on its billboards to effectively advertise a product. Consumers see the ad content and understand where it's coming from. Not every company can have such influential awareness at their disposal, but any brand can use consumer recognition as a measure of their success within a specific market.

The first step is testing that brand awareness, and there are several effective ways to figure that out.

Facebook has become a massive part the digital marketing landscape in recent years, thanks largely to its programmatic interface, high level of scalability and, perhaps most importantly, its cost-effectiveness. Though this platform is already performing well for digital marketing professionals, Facebook has recently added an exciting new option to its Custom Audiences targeting tool. Marketing Land reports that Facebook Custom Audience targeting is now allowing marketers to hone in on their targets more effectively by serving ads to consumers who have spent a certain amount of time on a page, opened an app a specific amount of times or made in-app purchases. This is a huge development that allows marketers to really take their campaigns to the next level.

In the increasingly social world, your company has brand ambassadors whether you've actively recruited them or not. A happy experience with your brand can equal a tweet, Facebook post or Instagram snap, which can help you drive more business without investing a dime.

If you're cultivating a brand ambassador program, don't forget to include one of the best pools of potential advocates: your workforce!