Facebook took the mighty leap from just connecting people with others to connecting them with businesses - a leap that completely revolutionized what disruptive thinking is all about and gave power to marketing content creators.
Its inspiring to know that you and me can start a business without necessarily thinking of setting-up shop costs. All we have to do is open an online Facebook page at no cost and engage with our potential buyers. If you want to increase traffic to your website and increase conversions while still maintaining a favorable cost per conversion and return on investment, Facebook is your best bet. A no-charge platform that comes along with ready market, is manna from heaven if you ask me.
Using the colloquial scenario of man not really appreciating the garden of Eden until he was thrown out, I feel that we are not tapping into this strong marketing tool well enough. So before its too late, lets re-think things over with this list of 7 deadly sins of Facebook advertising we should avoid.
Sin 1: No purpose or Strategy:
You will be surprised how many times big money is put into Facebook advertising without a solid advertising strategy, which mostly results into what I would like to term as "misplaced" results. For every campaign, objectives must be outlined. Otherwise you will end up getting more page likes with no business at all.
What are your objectives:
- Do you want new registrations and more conversions?
- Do you want to drive your online unique sales?
- Do you wish to have increased site traffic?,
- Is it to grow your brand presence and awareness?
Objectives should help you curve your campaigns-what date you will launch it, what time, to which target audience, with what message and call to action.
Work with that to objectively create a memorable, unique and realistic marketing campaign to fulfill your objective. Strategy will have you capitalizing on critical holiday seasons and tapping into the power of emotional advertising.
Sin 2: No details: Add life
It can be challenging to managing a large number of campaigns and re-market thousands of products. Ensuring consistency and depth in detail in what you are selling, be it a product or a service is the core of face-book or online marketing.
- You are selling a pair of shoes. Would it hurt to add the sizes you have the shoes in?
- You are selling an art piece. Canvas size and whether it is framed or not and whether the price is inclusive of this is important information for any buyer
- You provide a service but do not specify the hours you are open, your delivery process and how people can contact you
- Still on all the above, no contact information!?
- No price details
At the end of the day, your post to your audience should show them what you see,
Sin 3: No photographs: Good looking content sells
Did you know that articles/posts with photos get 95% more total views than posts with no pictures at all? We are at an age of visual culture where photo sharing apps such as Instagram, Flickr, Pinterest have made buzz-worthy hype and an ad without an image just wont cut it. .
Its in our nature to seek for information with the least of effort, and also to get attracted to dreamy visualized content. With the rise of mobile popularity, people are more inclined to choose content that is easy on the eye. Whatever industry you represent, pictures will always help in sparking conversations and increasing your posts shareability and engagement.
Some things to note when it comes to choosing photos:
- Context is crucial-the simple aim of the photos should be to visually relay information that may not possibly put to words.
- Quality-put some effort in posting high definition photos, that speak your story well. Make it a rule to put pictures that you could share, if you happened to view them on your timeline
- Variety-never stick to having the same photo or sharing the same style of photography
- Consumer insight- tap into it to know what your audience likes and what will move them, then take them on that visual journey.
Sin 4: No targeting:
Precision targeting and segmentation of your advertising to demographics you think will be in need of your product or service not only helps your business clock in higher conversion rates , but also increases the number of unique purchases. Targeting helps you draw out the noise, so that you communicate with a selected few, people who can buy into your product.
Many marketers, with an attempt to increase brand awareness will fail to segment, rank in numbers of likes and fans, who care less about the product and rarely convert to clients. Its a matter of quality Vs. quantity, your pick.
Sin 5: No testing or analysis:
It is trivial that you constantly monitor your campaign performance so that your future campaigns are fully optimized. Measuring engagement will allow you to see if you are reaching the objectives you set. If the performance is not impressive, get back to the drawing board, dig deeper into your consumer's preferences, create a campaign and test it with a segment of your demographic. Note how they respond to it and polish your campaigns constantly to make them unique, frequent and above all DIFFERENT.
The testing process doesn't have to be so theoretic:
- Test what day of the week and times your users will most likely be on Facebook and capitalize on this. Is it through the lunch break hour? Just after work on their commute home or early in the morning. Figuring this out will help you know the best time to launch your post
- Test your headline and see which has the greatest CTR.
- Test your content length. The shorter and more precise a post is, the better
- Test your cover photo and profile picture
When you want to take a more serious approach:
- Determine the metrics you want to analyze, are you measuring engagement, awareness, traffic driven, number of fans, or your brand's share of voice
- Determining the metrics helps you to choose the best tools for analyzing your campaigns
- Do the analysis in real-time so that you can update and make changes on the go
Sin 6: No engagement:
Social Media is a tool for educating, engaging and helping influence an organization’s population. Engagement is creating content that sparks conversation between you and your audience, it is dialogue. And for Facebook, it is shown through comments, re-shares, likes, clicks per post and impressions that your post generates.Engagement helps you increase your reach, and allows you to showcase your brand's voice.
How do you react to negative feedback for instance. Are you quick to find an excuse or you blatantly show no disregard? Do you answer to queries made by your audience immediately or do not answer at all? Creating an engagement strategy revolved around fun, immediacy and memorable customer experience will go a long way in creating a strong and trust worthy brand presence.
But in all these, remember that engagement is important, as a means to an end, a precursor to action and that it is not the final goal.
Sin 7: No manners:
How do you engage with your audience? How is their experience with you? Would they be a repeat customer? Would they recommend you to a friend? Your tone on Social media matters a lot when talking to your clients especially since you are not speaking to them face to face, Being kind, offering solutions and always keeping your cool even when a client is breathing fire under your neck will help.
You will spot a big difference when you talk to an employer vs when you talk to an employee, it is said. How true is that? Business owners know the value of clients and are always quick to create solutions around their needs. This is what the overall tone of your business should be built on: It will help salvage a bad client experience and will score you a great opportunity.Be a honey and don't be that boyfriend who does not buy his girlfriend flowers, okay?