There are only two ways to market. It's really simple.
As of the writing of this article, there simply is not a better form of advertising than Facebook ads. Facebook has over a billion monthly active users. There are more people over the age of 40 than under the age of 40 on Facebook. 70% of American’s are on Facebook. Facebook also owns the top 4 most used mobile apps, all of which can be targeted through Facebook's ad platform. Essentially, almost anyone in the world that is worth reaching can be reached through Facebook ads.
If your business spends any money on advertising, you need to take some of that money and put it towards figuring out a Facebook ad strategy.
Now, for the powerful part. Every single user of Facebook lists all of their hobbies, interests, marital status, employment info, job title, etc. Facebook also owns shopping history, purchasing data through credit cards, and travel habits, just to name a few. It’s pretty remarkable how much Facebook knows about its users. The amazing thing for marketers is that you can target all of those specific categories. It’s a dream.
Before I get any objections from you business services folks out there. Yes, most businesses and business owners are on Facebook. You can specifically target their type of business.
Additionally, it is under priced compared to Adwords. If you aren’t already convinced, I don’t know what will convince you.
This post will be an introduction rather than a complete guide so the material covered below will give basics only. It will not teach you how to run multiple ad sets, to multiple demographics, with multiple creative variations. This guide will give you everything you need to know in order to get started if you haven’t used Facebook Ads before.
The best thing to do is just start. I don’t want analysis paralysis to happen to those that could benefit. My recommendation is to literally just spend $10 on creating your first campaign. You will learn how to do it and gain a ton of confidence just by doing it once.
So, here we go.
1. Create an Ad Campaign
Go to your ads manager and chose an objective. We will assume that you want to get someone to your website because you have something you want them to see, learn about your company, or buy there. So choose “send people to your website” as the goal.
All the other options are valid options if that particular options suits your goal. After you chose an options you will have to give your campaign a name.
2. Narrow down you targeting options.
This is where Facebook advertising is super powerful.
If you are a local business, the first thing you will want to do is limit your audience by geographic region. You will probably also want to change it to only people who live in that location. Otherwise it will also target people who are traveling through your area.
Next you will probably want to narrow down on the age, gender, and language. Most ads will benefit from doing this but leaving it wide open at first is not a bad idea either. By doing this you can see which age groups are responding to your ads then narrow down on the most effective ones in you next campaign.
We will do a fictional campaign for a health food company as an example.
Facebook allows us to target Behaviors and shopping patterns. Since we want to advertise a sale on our world class spinach we will target people in our region who regularly purchase natural and organic food as seen below.
Other types of businesses have other options. If you are a B2B company, you have the option in Behaviors for specific niches for the B2B world. So you can target by industry, company size, only C-level executives, etc.
You can also start choosing interests. So, if you have an athletic training business you may want to target high school aged males who have an interest in basketball.
3. Budget and Schedule
Now you can choose your options for how the ads are delivered. Allowing Facebook to optimize for your particular goal is usually the most effective. What happens when you do it this way is Facebook uses its data to make sure to deliver it to people who are more likely to click.
There are no guarantees as to what will be the most cost effective way to structure you optimization and when you get charged. The best way to do it is to run the same ad with two different delivery options to see which one works best for you.
This is the fun Part. You get to create the ad.
This is also the most important part. What your ad looks like and what your ad says is what will determine whether or not people click on it.
Because this is the beginners guide we will keep it simple. The two most important aspects of your ad are the PICTURE or VIDEO and the HEADLINE.
A Picture that grabs attention is imperative. If you have the ability, videos get even higher engagement than pictures.
If you don’t have any good product photography there are many stock options available within the Facebook ad manager that you can chose from.
Check out the ad we created for our health food advertisement.
The second part is the copy of your ad. This obviously is an art but nobody knows your customers as well as you do so I’m sure you will come up with something good.
Now place your order.
Good luck getting started.
Social Media is becoming more important than anything else for business. More important than google. Easily more important than our own company websites. Social media is essentially becoming the current version of the internet. The internet has already become mobile first and is heading towards mobile only.
Most people’s primary means of communication is by the apps on their smartphone. Not all of us like that or are comfortable with that but, that is the reality. Social Media has become a more effective and more convenient way to communicate with our world. Please read these 5 reasons why Social Media is so important.
1. Social Media is Curated
This is the most important reason and it’s something nobody is talking about. Every 48 hours we create more information than we created from the beginning of human history through 2003! That is a lot of information to sort through.
Facebook was the first to develop an algorithm which is designed to curate our feed for us. Rather than showing us every single post that is posted by our friends, we see them in the order of what Facebook believes we want to see based on our past interactions. “The book” is always learning and gathering data.
Twitter, has now implemented an algorithm which is a good thing because there are very few people who actually consume much on twitter anymore. This is due to the fact that twitter is flooded with people posting garbage 20 times per day that is useless to most of us.
Some of the newer social platforms don’t have algorithms but that is okay because most of us learned or lessons from twitter. We won’t follow every single person anymore which means it won’t get noisy for us.
The bottom line is that Social Media is getting really good at showing us the exact things we want to see. It greatly simplifies our job of searching around doing google searches and YouTube searches. You like techy stuff? That means you see things from TechCrunch in your feed.
You like fishing and hunting? Yep, you see stuff from hunters and hunting brands in your feed. It is extremely convenient.
The better they get at it, the less we will ever have to leave those networks. Even seeing advertisements has become relatively pleasant in these platforms because they are native to the feed so they don’t disrupt the experience. Plus, you only see ads that are relevant to your interests.
As a 31 year old male I am not forced to sit through Depends commercials, Viagra commercials, or Kotex commercials as we had to do when we used to watch TV.
2. The world is going mobile
Did you know that almost 40% of Chinese internet users are mobile ONLY? A huge portion of Chinese websites are mobile ONLY. Not mobile responsive, mobile ONLY. The United States is actually behind the curve in this area.
Modern phones are built more for Social Media apps than they are for voice. Social Media is with us all day. The rise of smartphones makes social media easier to do and it allows the addicting nature of it to travel with you.
Over 50% of our time on a mobile device is spent on a social media app.
The laptop is becoming irrelevant. Most people don’t need one. In the future, almost nobody will need one.
When you are out at a restaurant or watching a ball game at a bar, check out how many people are on a social network on their phones. 90% of our time with a smartphone is spent on a social app. We don’t use google nearly as much on our phones.
3. The older generations aren’t afraid of technology anymore.
I remember being in my early teens and answering phone calls from my mom asking me how to turn on the VCR so her and my dad could watch a movie. I remember showing them how to change the ringtone on their phone. They looked at it like it was rocket science. Fast forward to today and technology has become far more user friendly.
Facebook actually has more people over the age of 40 than it has under age 40. The average American adult consumes digital media for 11 hours per day. Grandmothers and Grandfathers are on Facebook now because they want to see pictures of their grandchildren. Do you remember when parents had to call their kids and ask how to turn on the VCR or the DVD player? This isn’t the case anymore.
4. CEOs rely on Social Media to make important business decisions
84% of CEOs and VPs say they use social media to help make purchasing decisions. Enough said.
5. We are humans
We want to connect with other humans. Social media is the easiest and most efficient way to connect with both people and brands. I’m not saying it will ever completely replace face to face interactions but there is no doubt that it is making business more personal than it was in the past.
There are numerous small brands emerging in the last 5 years built entirely on social media. They are taking market share from big brands by being more personal and giving their audience the opportunity to connect with them.
Our customers want to connect. The businesses that do social media the best will have the best chance of winning customers.
The industrial revolution made business impersonal. The only thing that mattered was what was in the best interest of the corporation. Social media is changing that. Social media serves our human desire to connect.
It doesn’t matter if you are a software company, a CPA, a comedian, or a furniture manufacturer because the world is going more social and that trend isn’t going to stop. The internet is only 20 some years old and social media is around 12 years old.
There are several ways of looking at this and it’s hard to give an exact formula for how businesses should be handling this shift. There are numerous creative ways to do social well.
The first thing to realize is that understanding how to produce and distribute content for social media should be very high on the priority list for any business. A really good start would be to get very very serious about video on Facebook, Youtube, and Instagram. Here is an excellent resource on how to create videos that sell massive amounts of product.
Second, the humanization of business and connected relationships that brands and businesses will have with customers in the near future is absolutely the way to win.
Businesses should be using social media as a way to scale personal interaction. A salesperson can only interact with so many people each day. That number grows exponentially with social media though.
Businesses need to focus on how to make their marketing models feel more personalized for each consumer. Even more important, they need to make their customers and potential customers feel as though they matter.
If you want to make sales today. I can’t say for sure that this is the number one way. Direct advertising and promotions still work for the here and now if you want to boost sales today. That is short sided though. Without a doubt, social is the best way for customer interaction, brand building, and awareness right now. Moving forward it is the future of sales and marketing. Winning in these areas now means setting yourself up to win really big in the future.