Learn how to save time and money currently spent on Facebook advertising that isn’t getting you anywhere. Generate and convert more leads for less money.
Provocative title huh?
If you’re reading this post its probably because the title seems to be counter-intuitive at first. These days it seems like everyone and their brother is some sort of digital marketing genius/Facebook Expert, or at least they think they are. This is because self help services & SaaS products are at an all time high as far as market share goes. Which is a great problem to have as an entrepreneur, unless you have absolutely no background understanding of the fundamental concepts behind the product or service. A great example of this is Wix & every other DIY website builder. If you’re not a tech-savvy web designer you’re going to waste more time & money to build a web presence that is ultimately detrimental to your brand. It’s just the “cheap” way to get things hallway done.
The same principle is true when it comes to promoting or advertising your brand.
The truth is: You NEED to be advertising on Facebook!
I know you thought this post was going to be me telling you to break up with the Social Media Giant, but I could never do that. You just need to use your advertising money better. If you’re currently dabbling in social media marketing then this post should provide some insight and clarity to help you save time and money. Now if you’re trying to figure out why you aren’t getting the same results that everyone else is, please finish reading this post before you throw in the towel. I guarantee, in early 2018 you’re already ahead of the pack just by knowing that you want to use social media as a means to generate more income for your brand. With that being said if you don’t get it figured out soon, you’re going to get lapped.
Let’s just go ahead and establish our terminology.
Creative: The image or video used in a post/advertisement.
Copy: The headline and supporting text used with the creative in the ad.
Impressions: The number of times your advertisement has been viewed or displayed.
Engagement: The number of times users actually responded to your ad with the designated action.
I think this covers the basics. We’ll add more throughout the post.
Use landing pages for EVERY advertisement.
Landing pages are the best way to setup a sales funnel or click funnel or whatever you want to call it. You need to have a single page that is optimized for capturing leads then converting them.
Use the Insights Tool:
Facebook’s Audience Insights is one of the best tools you have at your disposal. It essentially allows you to learn about specific audiences before risking your budget or targeting them. It works by mining available Facebook data and showing you exactly who your target market is, based on people who already like your page.
Instead of taking a shot in the dark, you now know exactly which users are likely to follow through with your ad’s call-to-action. It saves a lot of time and money, allowing you to focus on the quality of the ad and avoid wasting time on targeting.
STOP USING THE SAME CREATIVE ACROSS MULTIPLE PLATFORMS!
They are not the same platform for a reason.
As a user: When you go from Facebook to Instagram to Twitter to Pinterest etc. You have a different psychological intention/expectation for each platform.
So, as an advertiser: Why are you trying to fit the square block in the round hole by using the same content?! Just Stop!
Use different audiences for each ad
One of the neatest features of Facebook’s advertising platform is that you can create separate ad sets for unique audiences. In other words, you can create two different ads and deliver them to two completely unique audiences. Or you can create the same exact ad and send it to two different audiences. Ultimately, the result is better targeting.
For example, let’s say you’re a retailer that sells kitchen supplies. Maybe you have a really awesome new stainless steel mixing bowl that you’re trying to market to two different groups. Instead of delivering the same ad to everyone, you can create two unique ads and deliver them to two distinct target markets. The first ad could be targeted towards professional chefs, whereas the second one may be focused on stay-at-home moms who like quality chef-grade kitchen supplies. The two ads will be completely different, despite the fact that the same item is being pushed.
If it seems like there’s a lot of work that goes into this, you’re right! It can be very difficult for one person to learn and execute these concepts while still running the business they are actually in. We can help you manage that. Until then keep up the hard work and let us know what you think. We’ll keep making free resources for you!