There are two types of businesses: those who are tech-savvy and those who are tech-clueless.
This article will probably not fall in the hands of the latter group so we can skip right on past the first mistake (not using Facebook to grow your business) and focus on the rest of you. Here are a few reasons why social media isn’t working out for you yet.
1) You’re wasting time on Facebook, because you don’t have a strategy.
This is also the reason why some business owners continue to avoid Facebook, despite the proven benefits. When you don’t have a strategy, you ARE wasting your time!
“Well, hold on! Isn’t the whole point of social marketing to keep your fans engaged?” (Sure, if you can figure out a way to turn fans into customers.)
But let’s be realistic here– most businesses need to get more out of social media than “engagement”. Likes & Comments don’t pay the bills! (Not that I’ve tried…)
Does your strategy look like this?
- Step 1: Engage Fans
- Step 2: ???
- Step 3: Profit
To be fair, engagement is part of running a successful Facebook page. This is where you build a personality for your brand and that should be authentic. Relying on automation or being too “me-me-me” are other mistakes that many small businesses and non-profit organizations tend to make on Facebook, but I’m not going to dig too deep into those topics. There’s a solution to get to…
Solution: Draw a map that takes you from Point A to Point B.
Here’s an example of a Sales Funnel Strategy. (Simplified.)
The concept is simple.
- Step 1: Advertise to a large, targeted Audience.
- Step 2: A percentage of that audience will take a specific action. (Usually clicking on the ad to a landing page. These are your Leads.)
- Step 3: A percentage of THAT audience will take the next action. (Usually filling out a form or signing up for emails.) Some may even skip this step all together, but it’s a good idea to acquire these Prospects before…
- Step 4: Customers.
Do you see how clear of a path that is? You don’t have to use the Sales Funnel Strategy exactly, this is just an example… but you DO need to know exactly how to get from Point A to Point B.
And as we move on to the next step, I’m going to show Sales Funnel Strategy in action. Yay!
2) You’re not Advertising on Facebook. (Or, you’re just doing it wrong.)
If you’re not advertising on the most popular social network yet… why not?
I mean, they ARE notorious for tracking literally everything about users to improve ad targeting, right? And now they own Instagram (the 7th most popular social platform). It’s really a no-brainer when you think about it.
But if you are and it’s not turning into profit… which of the following types of ads are you currently wasting money on?
- Are you promoting your website to boost traffic?
- Are you boosting your posts to get more engagement?*
- Are you promoting your Page to get more likes?
(*Honestly, you kinda have to do this to get engagement. Facebook is sneaky, and you will get buried if you don’t pay for the exposure.)
Again I ask– what is your strategy here?
If you’re investing money on Facebook advertising, how do you plan to make that money back– plus profit? These 3 “easy” advertising options are about as effective as running an ad in the local paper. I’m not saying it won’t work, but you’re missing out on the REAL benefits of Facebook Advertising!!!
You see, there are two types of online advertising. PPV (pay per view) and PPC (pay per click.) With the first option, you pay per view. It’s all about exposure, just like when you run an ad in the local paper. With PPC, however, you pay only for an action.
Not only is this a better option for smaller advertising budgets, but it’s also a new way to look at advertising for your business because there IS a way to measure the ROI (return on investment)!!!
Solution: Run a “Real” Ad Campaign
With the need to keep this article short and on point, I can’t walk you through the process of setting up a real ad campaign. I can, however, show you an example of a real advertising campaign (before and after) including how the results were measured.
Before: Boosted Post, targeting Fans (and friends of Fans)
See, that’s not TOO bad. It only cost them $5! But… what did they actually get for that five bucks? (Answer- 17 Likes, 7 Shares, and 1 Comment.)
After: Focusing on a GOAL, with a clear strategy
I created a campaign with ONE goal (get new customers). There’s a lot to go through here so take notes.
This campaign included a split test between two ad creatives: the Offer (above) and Informational (below).
The ads were duplicated and separated into 4 groups, each group focusing on a different targeted audience. (Translation– we advertised to those who weren’t aware of their brand yet but were likely to become fans based on behavior.)
The client paid ONLY for clicks to the landing pages (PPC + actions on a clear path = worth it!) It averaged out to about 20 cents for each click.
This client gained a few new fans but the only thing they paid for were a total of 491 Leads.
Refer again to the sales funnel strategy described above, because this doesn’t mean they acquired almost 500 customers from this one campaign. That sure would be awesome, and it is possible… but let’s start off with realistic expectations.
One of the critical steps to this campaign was measuring which audience responded better, to which ad creative, AND which ads resulted in the highest conversion rate of Leads into Prospects.
From there, we can also measure the conversion rate of Prospects into Customers. This is a process, and it takes time, but it also allows us to do more of what works and less of what doesn’t.
That sure is a lot of information to get through, so here’s a little gift:
3) Finally, You’re On Facebook Too Much
This, too, is a waste of time. I say this as a friend… some of you may have become addicted to social media. Justify this all you want, because “it’s for marketing purposes” and bla bla bla. But trust me– there are better and more important things you can do with your time!
Solution: Enforce a Limit
For those who don’t know how often to update their Facebook, I say “whenever you have something to post about”.
For those who are updating all the stinking time, I say… “get outside!” To be fair, you may be doing this because you’re still trying to figure out how to make it work for you.
Did you know that you’ll work more productively when you spend time doing enjoyable things other than staring at a screen. Now that you know exactly how to make Facebook work for your business instead of taking up all your time… wouldn’t it be even better to delegate it out to someone who knows what they are doing?
What will you do with all that extra time that you get back?
Insert Call To Action:
No page or post is complete without this part, so here it is! If you are interested in (having someone who knows what they are doing) utilizing Facebook ad campaigns to acquire new Leads for your business– I have just a few more spots available!