Are you struggling to see good results with your Facebook Ads, not understanding why your efforts and money is failing? Let’s be honest, it can get a little confusing so understanding the basics behind Facebook advertising is both beneficial and crucial to the outcome and results.
- Many people give Facebook ads a go without really understanding the make up of how they work.
- A quick £5 or £10 here and there and they assume that they’re going to reach the world and are disappointed when they don’t
So, what makes a successful ad campaign?
What is going to make your Facebook ad stand out and produce results?
It all comes down to strategy.
Know your product
Do you have a clear understanding of what your product is and what problem it is going to fix?
Do you have a solution to a problem?
Is someone going to benefit from purchasing your product or service? How? Why?
These are the types of questions that form the basis of your ad campaign and all things that need to be thought about in detail in order to understand what you are selling or promoting and who you are reaching. Could you talk about your product with a friend? Do you know what it does, what benefits it has, why it’s important and what it has to offer? Get to know your product inside out, so thoroughly that when you’re writing copy to go on your advert, you know without a doubt what you’re talking about.
Research other similar products or competition, have a look at what other companies are doing and the angle that they are coming from. What problems are they trying to help through their advertising?
Know your audience
You may have a broad understanding of the type of people you want to reach or target, but how well do you know them? Can you stand in their shoes and say that you ‘get it’; you can feel their pain points, their problems, hear what they’re looking for, resonate with the outcomes that they want to receive?
Break down your audience (persona) so when you’re creating your target audience within a campaign, you know exactly who to target. And there may be more than one type of persona – this will require a different ad set with its own set of targets. You may not be able to bundle everyone into the same bucket for one advert – that’s ok, split them up and create separate ad sets.
Know your budget
Right from the outset, work out and set your budget – and stick to it! Know the limits that you can go to and work your campaign to that price. You should always have a buffer for give and take but ensure that you set that buffer to your highest price and make sure that your ads do not go over it.
It’s always best to scale an ad campaign through its lifetime if possible, start small and increase the budget in small increments of around 20%-30% at a time. Pushing too high too quickly will not help, your ad may go into ‘limited learning’ or fail to reach the results you need. Always increase gradually or create a duplicate campaign (be careful of your cross over audiences if you are going down this route).
Know the right offer
What offer or hook are you using for your ad campaign? This will be the entrance to people getting into your sales funnel. What incentive are you offering them to purchase from you? What are they going to get in return if they go with you? Having the right offer, or hook, is important. Just as knowing your product, know what hook will reel them in. Is it adding value, is it solving a problem, is it something that your audience actually needs?
Know your funnel
Your funnel is the process of your customer journey.
Top of funnel (TOF): People who are completely new to you and your product, a cold audience and who you’ve not had any contact with before. This is the awareness stage, where someone is in the first stages of looking, perhaps not even knowingly in search of a service or product
Middle of funnel (MOF): Consideration stage, where people have started to research and are considering different products available. A warm audience may consider an offer if it was going to help or meet their needs.
Bottom of funnel (BOF): Your hot audience, they are ready to purchase, actively looking for a result.
Work out your ad campaigns depending on where you want to hit your audience, not everyone is in the same part of the funnel and they need to be targeted correctly depending on what stage they are in.
Working with Facebook ads is a great way to boost your audience, sales and see business growth all round, but it’s important that you do your research and understand your audience and products well in order to see the results that you desire. It can become quite expensive throwing money at ‘boosted’ Facebook posts that are not targeted correctly. We always suggest using your Ad Manager to set up your adverts correctly and by using the targeting options available.
If you’re struggling to see the results you need, we’d love to sit down and talk with you, creating a strategy and plan to make Facebook Ads work for you. Want to know more? Get in touch and let’s talk.
The holiday season may be the best time of year to look forward to but as a business owner do you find that your social media activity spikes just at the same time as you’re heading away from the office? It’s a typical scenario and often the busiest time of year when other team members are requesting time off too, you’re looking forward to spending time with the family – and you’re wondering how you’re going to keep up with your online marketing.
We know that social media doesn’t take a vacation, so how do you manage both sides of the coin and enjoy your holidays whilst knowing that your social channels are all up to date? Often when businesses are looking at what they can cut back on during the holiday season, marketing is one of the things that gets dropped. However your marketing is still a vital and essential part of any business and helps to keep the business sustained all year through. Dropping it can have bigger implications later on in the year.
Here’s our 7 tips on preparing for the holiday season
Get ready with a social media calendar, now!
This time of year means that there’s much more to juggle, so planning ahead makes perfect sense. Using a calendar will help to see what content needs to be created (it can be harder to visualise when it’s not written down or laid out in front of you).
We love our own Social Media Planner, it gives us the perfect space to plan ahead, to write in notes as we think of them and to organise and plan goals and targets. All of these come together to form part of your online marketing plan.
A calendar is also good for dates that you know are coming up, national awareness days, events that are important to your business and anything that you know is imminent. Put it on the calandar and once it’s all there, you can think about how it’s going to look and feel on your social channels.
Work with local businesses
It doesn’t have to all be about you and your business, if you know you’re stepping away from the office for a while, why not tap into someone else’s resources? You can promote or share stories from local businesses, charities & worthy causes, friends or family businesses. It’s a great way to involve your local community and for people to know that you care about what’s happening around you. It also helps with raising your profile in the community.
As we (should) know, social media marketing should not be all about self-promotion. People will get very bored very quickly and switch off – resulting in your audience diminishing. There is a way to keep content pumping through and keeping your audience engaged – with curated content. This means that you are sourcing relevant content that you can use on your channels that will give your followers extra resources to read, learn from, engage with and much more. Headline: You are not the only expert in your field! And there is no point in wasting time trying to compete all the time. Use industry experts to help your cause, to provide value to your customers and to give even more inspiration to the people engaging with your channels. You only have to go online to find relevant articles or images – plan and add these into your content calendar.
Here’s a great read from Buffer: How to Schedule Social Media Content for Next Week, Next Month, and Next Year
Get others involved
When you create content on the hoof and quickly, you’re doing all the work; the content, the image creation, the thought-process. However, if you get others involved, you may gain a different perspective, ideas and initiatives that could have great results for your marketing and for your business long-term. If you’ve got a team, ask them for ideas and thoughts on what they think your audience would like to see and hear. If you’re a solo business owner and do create all your own content, why not ask people that are interacting with your business what they would like to hear about. Alternatively, you could ask a friend or family member to take a look over your social profiles and to give you an idea or suggestion on what they think may be a good read.
Create a theme
A nice way to show that things may be a little different for a season is to create a theme and have everything during that time fall into that theme. Not only does it give a refreshed look and feel to your content, but it shows that you’re trying something new and changing your plan for that season. The summer can be the perfect time for a theme change: think sun / sea / sand and how you can brand your content around a summer emphasis.
This can be applied throughout the year at different holiday seasons, like Christmas or new year: a branded theme can run straight through all that you produce.
Run a competition or promotion
The last thing you want to happen is for your content to flop while you’re away and this is where a competition or promotion could be the perfect tool. Set up a promotion that will last through your time away, with the winner being announced after your return.
Competitions always generate engagement, so while your promotion is getting interaction, your page is also gaining in momentum and engagement. To take it one step further you could promote User Generated Content, this is of course free advertising and will help with generating content throughout your holiday season – Ask them to tag or share your content, if someone loves what they see, they will share it.
Schedule ahead for paid advertising
Paid advertising needs to have just as much care and attention that organic social media posts. If you’re looking at continuing in paid advertising during your time away from the office, ensure that you have your ads pre-approved prior to you going away. This means planning in advance and setting up Facebook Ads for example in plenty of time for them to go through the system. If tweaks need to be made, have you given yourself enough time to make the adjustments? If this is something that you’re not sure on, make sure you gain expert advice. You could waste a lot of money if you leave your paid advertising running without setting it up correctly to start with.
A holiday season needs to be enjoyed and looked forward to. It can be quite stressful to put everything in place to cover this time, but utilise all resources around you, tap into colleagues or friends and always do as much in advance as possible. Of course you will still need to engage with those who are interacting with your page but this is much easier to do from your mobile if everything else is set up and running automatically. (Or hire a VA to cover your engagements during this time)
What scheduling tool do we recommend? There are so many to choose from but for ease of use and costs effectiveness, we love Hootsuite. You can have up to three profiles with the free account and it’s very simple to use. If you’ve got any other scheduling tool suggestions, we’d love to hear them!
It’s also worth thinking about outsourcing your online marketing during busy seasons. Using a digital agency means that you can completely let go and know that your marketing is in good hands while you’re putting your feet up and taking some well-earned relaxation time. The time and energy it takes to plan and schedule everything in advance, being active on the channels while you’re away and ensuring that everything is working properly, can be balanced out by outsourcing to a reputable agency to cover it all for you. If you’d like to know more about working with an online marketing agency, we’d love to chat with you and discuss your options. Your business success is our success – and we’re here to make your marketing as smooth and effective as possible. Get in touch and let’s talk strategy.
In the meantime, why not download our Awareness Days calendar to put some of those engaging dates in your diary. It’s free to download 😊
When we think about promoting a business, we should consider every factor, and this includes actually telling people what we do!
Do we take for granted that people already know us? Do we assume that our audience already have a good perception of who we are and what we are capable of?
Never make assumptions!
When it comes to marketing, whether that be offline or digital marketing – spell out the message you’re intending to say and stick to your message and mission.
Start With The Basics
- Who are you and what is your business about?
- What do you offer – what services or products do you provide?
- How can people get in touch with you?
- Where can people find out more about you?
These are all questions that we need to start with when marketing a business. Make it easy for people to find out about your brand, your values, your products, your way of doing things. Your customers are your life line to success. Without them you won’t succeed!
Dig A Little Deeper
Now you’ve established your presence and people are starting to know more about you, it’s time to go deeper into what you can do for them.
Do your customers know that you can offer XYZ? Are they aware that you can solve X problem?
What is it that your audience is looking for, and how can you put across a message of hope and solution?
Take time to sit in your customer’s shoes for a moment, what would pull you towards your services and what would you be looking to get from it?
Think as a customer and write your marketing directly to them.
Embrace Your Strengths
Everyone has things they are better at and prefer doing over other tasks – embrace those strengths and allow your customers to get a glimpse or taste of those strengths. People buy from people or brands that they trust, by giving them a taster of something that you’re really passionate about, they can ‘try before they buy’.
Learn From Your Weaknesses
On the flip side of your strengths, everyone also has weaknesses. But this isn’t something that shall hold you back. We learn from mistakes, we learn from trial and error and the more we do something, the better we become.
Sometimes we need to step out of the comfort zone and give ourselves a challenge – as hard as that may be to do, it gives us courage, confidence and new strings to our bow. And this is applicable in marketing – social media is a life line for businesses to embrace and to use as best as possible to grow their brand. What could you do to step out of the box, out of your comfort zone and to build relationships with your audience?
For some people the thought of being on video terrifies them – but video is one of the best forms of social media marketing and it gives direct access for clients/customers to see behind the brand, who they’re dealing with and to learn more about a business. Have you tried it?
Create An Event
Another great way for your customers to get to know what you do is to create an event. This could be a physical ‘go to’ event, it could be a networking opportunity, it could be a webinar or even a podcast. But whatever it is, it’s something tangible for people to get to know you.
Again this may be stepping out of your comfort zone but does that matter if it means your business may grow, you’re raising your brand awareness and people are starting to like, know and trust you? It’s a step toward success. It’s a path to growing a business and it’s great for you personally as you get to meet new people and your reputation grows.
The main point is that it’s good to make clear what you do and what you can provide for your customers.
Get to know your ideal audience, get yourself well established within the right circles and the right networks, and become a person of interest in your local area. The more you get out there, the more your business will flourish.
If you’re looking to raise your profile and create a better awareness of your business, we can help! You don’t have to go it alone, and we’d love to chat with you if you’d like some direction in getting started or building on what you already are doing online. Get in touch today!