In case you missed it, there has been quite a bit of controversy regarding GM's decision to drop their Facebook ads; just as Facebook was preparing for their Initial Public Offering of Stock. With the recent comment from a GM executive who stated that Facebook ads are ineffective, there has been a flurry of responses regarding whether or not Facebook ads are worth the money that businesses are putting into them. Today, let me share with you why I not only believe that Facebook ads are something that every business should take part in, but also, why it's important to know and understand that there has to be more strategy behind ads…it can't just be something you throw together and hope for the best.
* Facebook ads are not the the end all: Truth be told, any business that chooses to only advertise on Facebook, will not get the results that they are looking for. Truth be told, you still have to advertise on other platforms and in other mediums to get the results that you are looking for. This can include sharing your social media platforms on:
- your business cards
- your packaging
- your store front
- radio advertising
* You must have a clear understanding of your target audience: Advertising on Facebook will do you no good if you do not have a clear picture of who you are targeting. While there is a good chance that your target audience is on Facebook, you have to be crystal clear about what they want and what they are looking for. Until you do, you'll be wasting your money on advertising. You have to know what it is that makes them tick. According to Matt Van Dyke, Ford's Director of Marketing Communications, "You won't make the right choices if you view Facebook as an advertising network." "You can't just pick up advertising that you would run somewhere else and put in on Facebook as an ad banner." You have to be in tune with your target audience on Facebook.
* Ads bring brand awareness: Ultimately, the best thing about Facebook ads is that they help bring awareness of your brand. This is especially true if you are starting off on Facebook and are looking to increase your likes. One of my pet peeves is seeing businesses fall into the trap of getting more likes by falling prey to the gimmicks that are out there. Whether it be buying 1,000 fans on Fivver for $5 or taking part in a liking/tagging festival that brings you likes, but not people who are interested in what you have to offer. Have a couple hundred fans who are actively engaged with your content looks much better than having thousands of fans with no engagement….that just looks bad. Ultimately, the best thing about FB ads is that they bring awareness to your business and the people who click on the ad are people who actually want to be there.
* You must combine engaging content with your ads: Nothing looks worse to a "potential client" who clicks on your ad and then comes upon your page where there is no content, no engagement. Truth be told, you can't have one without the other. You must combine your ads with engaging content. You must be consistent on Facebook. If not, your new fans will slowly fade away and never even once remember you or your business.
* Ads will initially bring leads: The biggest problem I see when it comes to Facebook ads is that businesses are developing ads that lead people to the wall of the business's fan page. This is a BIG mistake. You see, every business needs a list! When it comes to a FB ad, you must lead people to your FREE offer; your opt-in. This free offer/opt-in is your opportunity to showcase your expertise. And again, it goes back to what is it that your target audience is looking for? When you clearly understand this, you will create a FREE offer that will capture the attention of those who click on your ad, who then sign-up for your free offer, thus adding themselves to your list.
I recently read a comment from someone who stated that email marketing is way better Facebook ads. I honestly wanted to contact this person and ask them, do you not realize that in order to have an effective email marketing strategy, you have to have a list? And one of the best ways to build your list is by placing an ad that specifically targets your ideal client and leads them to a free offer on your social media platform? Too many people today fall prey to thinking that by placing an ad they will immediately have a return on investment. This couldn't be further from the truth. Social media is about developing relationships and quite frankly, people are not going to buy from you until they have developed a relationship with you. So, if you are serious about getting to know others and serving them, then your view on what a Facebook ad can do for your business will change. It will help you capture leads which in turn will help you develop relationships that over time will lead to sales. So remember, don't just lead people to you wall, lead them to a free offer that is can be made through a custom app on your Facebook wall.
* Don't lead people to your website: Yes you heard me right. The last thing you want to do is develop an ad that leads people away from Facebook and to your website. Honestly, this turns people away instantly. They just don't like being taken away from where they were….Facebook. Again, when placing an ad on Facebook, lead them to your free offer and nothing else.
* You must include a call to action: When putting together an ad, you have to think strategically. You have to include a call to action such as, "Click to find out more." While this may seem simple, it's amazing what a call to action will do. Be clear, be specific and tell people what you want them to do.
* Run multiple ads: Lastly, you have to be willing to run multiple ads. Doing this will allow you to gain a clear picture of what's working and what is not working. Running multiple ads will allow you to gain a better understanding of what it is that makes your target audience tick; what captures their attention.
All in all, I whole heartedly believe in Facebook ads and I do believe that they work. But truth be told, there has to be a strategy behind it. You can't just pop an ad up thinking that people will flock to your page and instantly buy from you. There is much more to that small ad and you have to be willing to strategize about it and put it to the test, while also being open to making revisions until you've captured the attention of your target audience. It can be done!
Tell me, what has your experience with Facebook ads been like? I would love to read your feedback.
