Overwhelmed at the thought of trying Facebook advertisements for your small business? It doesn't have to be complicated AND it doesn't have to cost an arm and a leg (like traditional print media). In fact, for all of my budget-conscious mom-and-pop businesses and local non-profits, I recommend social media advertising as the best "bang for your buck," and it doesn't break the bank.
With that said, here are some big no-nos when jumping into Facebook advertising. Avoid these, and you'll be on your way to success!
Make the copy too long. Essays are not a great way to capture leads or drive sales on social media.
Have blurry photos - this is your one shot to reach new or existing customers to get them to act. A blurry photo just won't cut it.
Not testing different messaging and photos. I always recommend running a few ads with different framing to the messaging and different photos at a low budget first. For the ones that do really well, you can invest more money in them and continue their run.
Making their target audience too broad. More concise is nice! You can always try out broader audiences every now and again, but make sure to bump your budget up to accommodate the larger size!
Running an advertisement for less than two weeks. On average, a customer needs to see something at least 7 times before they act. Give yourself time for them to see your ad.
Letting your ad do all the work. One stand-alone ad isn't going to revolutionize anything. However, one ad, a few social media posts, an email, and a blog post will. Ads work best in a symphony used alongside other tools that increase their effectiveness.
Have too many different calls to action. If your ad is pushing to attend an event, shop online, and donate to a cause -that's way too much. Focus on one goal and speak to it! You can do more ads to tackle the other stuff later.
Burying the value. It should take readers only a second or two to figure out how your product/service/event will be beneficial to them. WHY do they want to act? Lead with that!
Ignoring your audience when you write your ad copy and in your photos and videos. Talking like you would to a mom won't work if your customers are middle-aged men. Figure out what customers you want to reach and then tailor your advertisement accordingly.
Engage with customers on your ad. If people are commenting, make sure to respond. If they're taking the time to reach out, then you'll want to take the time to respond and engage.
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