A few months ago I received an email from someone at a company called Product Peel. In the email, the gentleman explained he used to work for Facebook and now works with Facebook for Business interviewing users of their products. He had noticed my company was running ads and I interacted frequently with their products online.
He was curious if I would be interested in a call to see if I would be a good fit for their upcoming feature on their Facebook for Business blog? (A Facebook page which has a TEN MILLION followers?).
Would I? Once the cynical former New Yorker in me verified they were actually who they said they were (there are real people at Facebook?!), I said yes and then sat at my desk having a mild anxiety attack they would want to actually feature me. I mean, running my stuff by THE Facebook meant I was really going to find out if I knew what I was doing like I thought I did.
Submit my stuff I did and lo and behold a client and I were featured shortly after discussing the success of our Facebook ad campaign!
By following these steps, I reached 5x the amount of people and increased sign-ups for my client in 40% less time than it had taken her the year before.
- Know Your Audience
How old is your audience? What type of money do they need to make to afford you? Where are they? You can target ads based off of income levels, within x amount of miles of a specific address, if it’s a single or family household and access your ads manager insights (under Audience) to see specific local area interests of the audience of your page. Use this info! If you have email lists available, you can create custom and lookalike audiences from those lists. I would also recommend utilizing the Facebook pixel on your website to build a custom and lookalike audiences of website visitors. Those audiences are the perfect way to market to clients who already know you and like you and market to an audience of people who look like (and are interested in the same things) as your current audience!
- Great Copy and Images
Create something YOU would want to look at. It’s your first (and perhaps only impression) to these clients you are paying to reach. Strong images, clean and clear call to action/purpose and text that lets them know what you’re selling when you’re selling it and how you are selling it.
Bonus Tip: Carousel ads for Facebook are GREAT. It allows you the option to feature more photos and more text about your product.
- Pay Attention to Your Ads
Give your ad at least a day before you start tweaking. Then dig into the metrics. How is the cost per click? Relevance score? Are you getting engagement and clicks to your page? Check your stats (and Google analytics) and see what those numbers are. If need be, start small with the tweaks- perhaps “food and drink” is too broad an interest but “culinary art” is closer to your ideal audience. Make the change and see what happens.
Bonus Tip: If you’re noticing a lot of clicks to the website but it’s not converting in terms of sign-ups, etc. then take a long hard look at your website. Is it professional? Is it clear? Is it easy to navigate? Clearly outline why someone should buy from you?
- Back Up What You’re Selling with Your Social Media
People turn to their social media community for referrals on vendors and products. A recent study from Think With Google said 82% of shoppers say they consult their phone on purchases they are about to make in a store. 60% of social media use is on a phone or tablet ONLY. Thus your social media presence for your company needs to answer questions potential customers would have (specifically, use your content as an opportunity to educate them on what you offer and why should they should buy from you).
Questions? Ask them below!
(I recommend checking out this fabulous training for rocking Facebook Ads: “Absolute Facebook Ads”!)