Adding it up on Facebook
If you own a business, there’s a pretty good chance your customers are on Facebook. Even if they aren’t on their professionally, they probably still have a personal page, which means Facebook is an excellent way to get in front of your customers. And at just $5 a campaign, Facebook ads can be an enticing way to spend your ad dollars.
But as this guy proved with his $600k disaster, attracting customers through Facebook is not as easy as just throwing up an ad and crossing your fingers. You need a plan and a good targeted campaign to attract the right type of customer (like any other advertising medium) or else you’ll be wasting your money and time.
Here are a few tips for not wasting your time and money with Facebook ads.
Have a goal
This is really important with any advertising or marketing campaign, but especially so with Facebook ads. Facebook offers so many ways to customize your ads that you really need to know what you’re hoping to achieve, or else you could get lost in the proverbial woods. So, ask yourself what is end game for this campaign, and then tailor the ad and target demographics to match your goals.
Pro tip: Converting customers is not a realistic goal for your first Facebook ad campaigns. Most people don’t buy immediately, so decide what step the prospective customer can make that will make them a good target for your sales team, and then tailor the ad and demographics to that.
A Picture Says a Thousand Words
We live in a visual age, and Facebook ads are no different. While Facebook doesn’t currently allow video, the centerpiece of any good Facebook campaign is a great image. Make sure you use an eye catching, unique image that draws the reader into the text of your ad. You want an image that is so awesome that the customer is clicking on the ad before they’ve even read what you’re selling.
Pro tip: Make sure the picture fits with your brand and messaging. If you’re selling construction products, then don’t use a picture of a dancing baby or a young woman holding a smart phone. That will just confuse the audience, and a confused audience is no audience at all.
Call to Action
The most important thing for any successful ad campaign is to make sure that you’re asking something of the audience. The last thing you want is a potential customer who is interested but has no way to act on their interest. So make sure you have a next step for the customer. A button to a customized splash page is good, or directing them to like your Facebook page.
Pro tip: Be creative with your call to action, but don’t get too cute with it. Make sure it’s clear what you’re asking of the customer.
Facebook is the king of social media and there’s a good chance your customers on it, so take advantage of Facebook’s massive global audience with Facebook ads. But, before you start make sure you have clear goals for the campaign, use eye-catching images, and ask something of your audience in the ad.
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