A question you might ask as a business owner is ‘Should I focus more on my paid social or my organic social?’ I’m a believer that you need to strike the perfect balance of both hence we carry out paid advertising on Facebook to our target audience with relevant offers but also run our own We Are Web Social Facebook business page where we can educate, stay in touch and build trust with our audience.
At We Are Web Social we first take the time with any business owner to find out just 2 things upfront before jumping into any paid advertising (the opposite would be a waste of time , money and effort):
1.’What it is you really do in your business’ and
2.’How do you help your ideal client’
This helps us establish the real marketing message they need to adopt regardless of the platform they adopt.
Whether we love it or hate it, Social Media marketing, and more importantly Social Media mobile marketing is the wave of the future. Facebook used to be a convenient tool for keeping track of old friends and showing everyone what you did on the weekends.
Now, it’s becoming one of the best possible ways to market your products and services as a small business owner.
Go to any public place where people are – on a bus, waiting in line at the bank, shopping centres, the airport — and look at what people around you are doing. Most of the time, they are staring at Facebook on their phones or on their laptops. Many call it unsocial but as business owners we need to realise it’s to the new wave of consumer behaviour and in terms of marketing it’s very social and super easy to market to a mobile audience.
So now that we are getting an idea as to how we as consumers like our content delivered, let’s ask ourselves, do we really need to market on these platforms and more importantly just to mobile phones? Due to the ‘Facebook Zero’ change earlier this year where a change in the Facebook algorithm caused organic reach to severely decline it was and is a clear message from Facebook to business owners , you want exposure where people are spending their time you have to pay to play.
TIME TO RISE ABOVE THE NOISE
We also know that as Facebook paid advertising becomes more sophisticated, your paid campaigns need to be clever, they need to be able to ‘stop the scroll’ and they need to speak loudly to your ideal target audience.
Our challenge in paid advertising is to collect all data off paid Facebook advertising, analyse and use it to improve reach and conversion for the Small businesses we work with. With the millions of Facebook ads that currently circulate the platform, before publishing any ad, we always ask ourselves, ‘How can we rise above the noise?’
There are a few key guidelines that we always follow,
- Strong copy: ads that are professionally written to draw people in will increase link clicks and conversions. Make your copy relevant, persuasive, concise and accurate.
- Detailed laser targeting: do your research, know your target market and use Facebook to reach them. You can target people who have visited your website, followers of your competitors Facebook pages and even those that are within a 10-km radius of your business. How cool hey ?
- Good quality images and videos: these Facebook ads will be your first impression to many new customers so you want to represent your company in a way that is professional and appealing. The optimal image size for FB is 1,200 x 630 pixels, for Instagram it is 1,080 x 1,080. For videos use an MP4 or MOV format.
- Test, test, test and measure: we closely monitor engagement rates and reach to determine which ads perform best. By tweaking creative elements of different ads, we can ensure max exposure. We consistently see cases where two ads, run simultaneously but with different creative, perform very differently so as you’ve heard me say before it’s a continuous process of testing and measuring.
You can reach people via Facebook advertising for an average cost per thousand (CPM) of $6 to $8, TV costs around $35-$50 CPM and a full-page ad in the Telegraph costs $50,000. At We Are Web Social we now teach business owners how they can attract leads for as little as 50cents each. If you want to know how we do it simply CLICK HERE.
I’m a believer as the Facebook space becomes more competitive the prices of Facebook ads will surely go up, and that in 2 years some business owners will look back and wish we had done more advertising on this platform than what they are doing today. To be able to reach an extremely defined target audience via Facebook with a quality ad and at a low cost, Facebook advertising is by far the world’s most powerful and dynamic marketing platform available to market your business.
But here’s my biggest tip don’t start putting money into Facebook until you have educated yourself on the right way to market on the platform. I hear it all the time that ‘Facebook advertising is a waste of time and money ‘. In nearly every case the business owner lacked the knowledge and didn’t take advantage of what the platform has to offer and may as well been pouring money down the drain and somehow that’s Facebook’s fault. C’mon we as business owners surely have a responsibility to educate ourselves and those that do will win in this game.
You need to understand the Facebook platform, have clarity on your ideal target market and who you want to target with your advertising, a very clear message and on top of that a compelling offer that is the solution you’re your customers biggest problem otherwise you’re wasting your hard earned marketing dollars and we all know that’s just not good business.
I’m going to leave you with this and that is to think of Facebook marketing, whether it’s successful or not so successful out the gate, we are simply buying data on your ideal target audience so you gain a better understanding of who it is that is engaging with your product or service.
Due to the incredible amount of data that Facebook collects on all of us it’s never been easier for business owners to determine a prospects needs, their behaviours (mobile devices) and interests and that in turn helps us market more effectively.
Any questions be sure to contact us on the website for a chat or schedule a call today by CLICKING HERE and I will give you a plan to get as many Leads and new customers as you want?
As always be sure to enjoy the ride.