Someone posted this question in one of my FB Entrepreneur groups:
“If there was one thing you could do differently last year, what would that be?”
I’ve mentioned in another blog (http://bit.ly/2F0nGQX), that there are so many lessons I learned in my first year of starting my e-commerce business for Shop Wander Wear. If I had to choose one thing to change, I wouldn’t have wasted so much of my money on digital marketing. No...I'm not saying I wish I hadn't done any digital marketing - I just wish I had done it better, more efficient and thought-out. If you're a business owner and you use any kind of digital social media platform to market your products or services, you'll want to read this.
- Don’t boost posts
I wasted thousands of dollars on my business doing this. Do you sometimes see an internal post from FB that says "Only X% of people are seeing this post. Boost it for $50 and more people will see it." Don't do it! Why? It's like throwing your money into the universe hoping for something good to happen. It doesn't give you the ability to optimize. It doesn't give you insights to which part(s) of your post worked well and which didn’t. Since you have no available test data to learn from, you keep making the same mistakes over and over again and before you know it, you've exceeded your marketing budget. Additionally, audience targeting and marketing objectives are very limited. I share why this is important in the next point.
- Utilize Business Manager
Learning the “right” way to create a FB campaign was not easy at first. FB is like this dense black hole full of information and technicality that would make even a support representative scratch their head. But don’t fret! FB has a resource ready and available, called Business Manager, and this is really the way to go if you want to optimize how your money is spent – and it does get easier over time. Why should you create your FB campaigns in Business Manager?
First and foremost, you can create one campaign with multiple ads. This is where you want to test out your creatives, copies, calls to action, etc. It allows you to run them all simultaneously then revisit them in a few days and turn off whichever ad isn’t performing well and if you choose to, put more money into the ad that is performing well.
Secondly, you can choose your campaign or marketing objective. For example, do you want FB to optimize for conversion? Send traffic to your site or optimize for brand awareness? Unlike simply boosting ads, you have more options to choose from that provide clear objectives.
And just as important, creating campaigns gives you more audience targeting options. Having amazing creatives and copies that pull people in is great, but if you’re appearing on the newsfeeds of people who aren’t your target market, none of that matters.
Lastly, you’ve got to understand your numbers and data in order to know when or how to make the necessary adjustments to your ads. The FB analytics dashboard has ALL the data you’ll need (and then some).
- Ad placement matters
Ad placements is another important feature to understand. When creating my ads, I used to scroll past this option and went with FB’s default recommendation. What I didn’t realize was that by using their default, my ads were being placed everywhere FB or Instagram touched, for example, Market place, Audience network, Suggested videos, etc. My ads don’t belong in some of those places, which means I’m wasting my ad budget on meaningless platforms versus optimizing my budget by having my ads appear where most people spend their time, the newsfeed.
- Get better or get help
Ad Creatives and copies are two core essentials of good marketing. I’ve seen really good marketing campaigns and some really awful ones as well. I consider myself to be a visually creative person, so honing in my photography skills to create better photos is something I work on all the time. I think it’s getting better. However, creating copies that sell and captivate is still a struggle for me. Instead of spending countless hours of my time trying to come up with copy, I use freelancers to help me out. For a nominal fee, they create a handful of copy and captions that level-up your ads. Money well spent, in my opinion. Check out https://dropkickads.com/ located in Austin, TX.
- Remind with Remarketing
I once searched google for a red jacket. All of a sudden, red jackets were appearing everywhere online. It used to freak me out! Well, this is remarketing. Remarketing, when done right, is a powerful tool that can drive up sales. These are, afterall, customers who have already shown interest in your products or services, so why not “remind” them of that? Statistics show that these customers, when reminded, are more apt to make a purchase, eventually. Google ads have this feature available, but did you know that FB does as well? That’s right, and this can be done inside FB’s Ads Manager.
- Build your email list and utilize them
It’s become more and more expensive to get ad space with FB, Instagram or Google, so many companies are going back to email marketing. Email remains the most effective way to turn leads into customers. And guess what? They’re yours! If FB, for example, disappeared tomorrow, those customers are gone. But with emails, it’s your list and no one can take it away from you – and you don’t have to pay an exorbitant amount of money to send emails to your customers. You may have to pay a small fee with some email service providers but in the end, it’s well worth it. Statistics show that when done right, email marketing converts better than other platforms. Even better, you can you social media platforms such as FB or Instagram to help you grow your list!
Now that I have a better understanding of how to optimize the use of digital marketing platforms and strategies more effectively, I expect a better ROA (return on ads) this year. If I haven’t shared this already, MAKE A BUDGET, TRACK YOUR ADS, AND MAKE ADJUSTMENTS AS NECESSARY. I’m sharing bits and pieces of what I’ve learned through experience, but there’s so much more I want to incorporate, and other marketing strategies that I haven’t even touched on!
Remember, there’s no need to reinvent the wheel! So reach out if you have any questions or comments, I would love to hear from you and help support you as you grow and learn in your own marketing adventures!