As a business owner or marketing professional, you have probably decided at some point to use Facebook to market your product or service. You were told that it’s easy to set up a paid, targeted ad through your business’ Facebook page, and that it is also relatively inexpensive to produce. You can design your own ad, and even choose your audience and designate when the ad should run. Facebook also gives you the ability to monitor the analytics as part of the service. However, at the end of the run of the ad, you notice that your clicks and views have not translated into sales for your company. You wonder what it could be that is causing your ad to underperform and fail to bring you any new business.
Here are some things to consider when examining the success of your company’s Facebook ad.
1. Your branding is not consistent
Part of building a brand and making a sale is ensuring that your customers have trust in you to provide exactly what you are marketing. In the beginning, it is very easy to lose that trust if you are not extremely consistent in what you show potential clients. Even small details such as inconsistent logo coloring or graphics can cause a potential client to question your quality and consistency. Make sure that your Facebook ad matches your brand, and that all associated landing pages and website links are consistent down to the smallest details. Consistency is key in bringing in new customers, and a great way to show consistency is through your online platforms.
2. You did not create a need
If you are selling a service or a more complex product, you may have to create a need first, and then sell your solution to the customer. Many times, potential clients do not even know they need your product or service, so you first must tell them why there is a need for what you are selling. For example, if you are selling IT services, your customers may not even know that your products and services solve a whole host of problems with their technology that they currently have or may have one day. Make sure you are targeting the needs of your customers, and that your ad offers a solution.
3. You didn’t make it easy to buy your product
Once someone clicks on your ad, is he/she taken to a landing page that is very clear about how to purchase your product? Don’t make it difficult to find the “buy” button on your page. Make sure that you have given your potential clients every access point to check out with ease. Don’t bury your purchase info behind visual clutter or in too many words. If you are selling a service, make it obvious how to contact you for that service. Simple and easy is the key to encouraging customers to buy from you.
4. Finally…you didn’t create the perfect offer
The fact of the matter is that sometimes Facebook ads fail because you did not create the perfect offer for the right person. Refer back to our post on the basics of psychographics. It’s easy to figure out the basic demographics, or “who” is the average person buying your product, but you also need to tap into “why” they would want to buy your product. Once you know the “why,” you can create the perfect ad that will reach into the emotional buying power of your ideal customer. Once that ad pops up on their screen, it will be difficult not to act. As a marketing professional or business owner, it is up to you to figure out how to tap into the motivations and intentions of your clientele, and use those to create the ad that speaks directly to each potential customer.
If you are struggling with marketing on social media, contact us at Miss Ink. We have years of expertise in helping our clients create the most engaging content. We can help you tap into the reasons why your strategy may not be working, and help you create a strategy that will resonate with the right potential customer base.