It’s pretty easy to get started with Facebook Advertising. It’s not so easy to succeed. A comment from a recent article I read contained this sentence. “To succeed with Facebook advertising, small businesses must bridge the gap between what they are trying to sell and what the potential customer is interested in“. I thought this was very well stated. Especially with running advertising on Facebook. The article went on to say “People’s inbred curiosity can be a Facebook advertisers’ greatest tool“.
Taking one step back I’d say that you need to bridge the gap between not only their interests and what you’re selling but their interests and your Facebook posts and ads. You really should not focus on what you’re selling while on Facebook. At least not at first. That’s because, on Facebook, your posts and ads should not focus on selling at all. Instead they should focus on the readers interests.
Bridge the gap between your potential customer’s interests and your Facebook posts and ads. That will put you on the track to success. This matches the wise strategy of making connections and helping others with your Facebook content rather than trying to sell with your Facebook content.
That’s basically what you need to do with Facebook ads. If you can keep this idea in mind every time you post and advertise on Facebook you’ll be on the right track. You’ll make more connections, build relationships, and eventually more customers and sales.
In April, 2017 Facebook said it had more than 5 million active advertisers. There are 65 million businesses on Facebook. They all have Facebook pages. 8 million businesses have Instagram profiles. So there’s a large number of businesses on Facebook who have not done any advertising on Facebook. Something like 60 million businesses!
Does Facebook Actually Work for Businesses?
There’s a big gap in terms of knowledge and sophistication between big Facebook advertisers and the millions of small businesses who just don’t have time for it. So many small businesses are interested in trying it out. Many have. But how do you make it work? How do you avoid wasting time and a bunch of money on it? How much do you have to learn to make it work? Where do you even start?
I know there’s a lot of interest in Facebook advertising and many of those interested have not tried it. The reasons vary. Most reasons involve just not getting to it. Not having time. Not knowing how to start. Not being a Facebook person.
The basics are easy. Get your business page set up. (60 million businesses already have a page, as stated above). Post some pictures and information. Then boost a post. Or run a “Page Likes” campaign. Or an awareness campaign. Or boost an event. Facebook makes it fairly easy for you to spend your money on advertising with them. They don’t guarantee that it’ll work for you though.
What about the success of it all? How do you get your money’s worth? Is it even worth it at all?
The good news is that you can learn most of what you need to be successful without having to learn most the boring details involved with Facebook advertising. That’s one of my goals. To help small businesses succeed with Facebook advertising without them having to spend a lot of time learning all the details. If you’re interested check out my Free Web Kit for Small Businesses. It’s provides quick and free information that’ll get you going and help you avoid wasting money.
If you apply the 80/20 rule to Facebook advertising you can get 80% of the benefit from Facebook advertising while learning only 20% of the details (or doing 20% of the work).
Also keep in mind the following points when using Facebook Advertising
Know Your Audience Type
In this case I’m referring to the awareness of the audience you’re showing ads to. A cold audience has not heard of your business or your products. They may not even know they need the type of products or services you provide. A warm audience has heard of you and your business and may have a need for the solutions you provide. A hot audience would be people who have bought from you or were very close to buying from you.
Keep this in mind when running ads. For example you’d run an educational or awareness type ad to a cold audience just to let people know who you are and what you provide. For warm and hot audiences you’d talk more about what your products or services can do for them. Tip: Focus on their problems first, then offer your solution later.
The type of people in your audiences have various personality types as well. Some will buy on impulse while others will be very slow to buy. Some will be very interested but still procrastinate. Some people will move from being unaware of their problem or your solution to their problem all the way to buying your product or service very quickly. Others will take a long time. Retargeting plays a huge role here. More about that below.
Make Your Ad Count
Don’t make your ads look like ads. Make them look like other posts in the Facebook Newsfeed. But also make them stand apart from other posts in the Newsfeed. Huh? Sounds like that doesn’t make sense. Let me explain.
So, in a way, DO make them look like other posts in terms of them NOT looking like an ad, but DON’T make them look like other posts in terms of getting attention. A post that looks like an ad will often get ignored while an unusual, helpful, interesting post that doesn’t look like an ad will get attention. This is a bit confusing. It’s tricky to pull off too. But it matters a lot.
Tips for better Facebook Ads
- Don’t use stock photos. Pictures you take with your smartphone are often fine. You don’t need a professional photographer. Same goes for video.
- Use an attention getting headline.
- Don’t be afraid to write a long post. People who are interested will read it.
- Make your ad be relevant to your audience.
- Keep the message in all parts of your ad relevant. The picture and headline and landing page (if you use one) should all be stating the same message.
Look at your Stats
First of all, run more than one ad so you can compare which does better. You need to do a little testing. It’s easy to see which ad got more clicks, shares, comments, and likes. Also be aware of the most important statistic. Sales. Or conversions which could be sales or leads like calls or visits or emails sent in.
You can run 2 different ads at the same time or at different times. But look at the stats when they are done running and see which one got more activity. The better ad will get more activity. Run that ad again or try a new one to see if you can do even better.
Build a List of Potential Customers
Most people who see your ads will not act on your ads. They’re just not interested. This is always the case if you’re showing ads to a general (cold) audience.
However, some of those people ARE INTERESTED and may click or like or comment or share your ad. But they still won’t become customers. At least not now. It’s what most people do. They put it off till later. They procrastinate. They need time to think about it.
What happens to these potential customers? For most business advertising they’re just gone. There’s no way to reach back to them directly. But with Facebook Retargeting there is!
In Facebook you can easily create a custom audience of people who have clicked or liked or commented or shared your ads or posts or page. You can then show ads to those people in that custom audience. This is an extremely smart and powerful way to reach potential customers while saving a lot of money on advertising. Why are you saving money with this method? Because you’re not showing ads to non potential customers. Only to the potential customers.
This can also be done with people who visit your website. They would definitely be considered potential customers. Why else would they visit your website? Because your website is outside of Facebook you have to install tracking code provided by Facebook into your website. Facebook calls this code the pixel. You can see how to do this in my Web Kit for Small Businesses.
By the way, you can use Retargeting with Google advertising too. Google Retargeting involves the Google Display Network where you show ads on other websites like newspaper sites and thousands of other types of websites.
Don’t Wait, Get Started!
Don’t put it off. Get started. That’s the best way to learn. If you just don’t want to do it yourself get help. An employee or family member might be interested enough to do it for you. It’s not expensive to try and you just might have fun with it. In fact you just might be successful and acquire more customers and sales!
I guarantee, most of your competitors are not taking advantage of Facebook Advertising. That means it’s one way you can get ahead of your competition!
For some quick, direct, and free information about how to have more success on the web get my Free Web Kit. (no email required).
Thanks for reading!