When you venture out into the world of Facebook advertising, are you focused on the right strategy? Even if you’re an ace at analyzing and you’re happy with your results, there’s a big, huge component that gets missed a lot. Making this simple but colossal mistake in your Facebook ads strategy will cost you. Avoiding it will allow you to see better results and perhaps spend less.
Chances are, you’ve made this mistake more than once and you might be beating yourself up because you’re not getting what you want out of your Facebook ads. You might have even given up on Facebook ads because they “Don’t work for me.”
Stop promoting posts that people don’t like!
The content you create and publish should engage your target customers. The mistake is made when you say to yourself, “People should love this post. Why aren’t they liking it? I know, I’ll promote it so more people see it.”
Fact: Facebook rewards you with lower ad costs when your promoted posts get higher click-through rates.
I see a lot of businesses trying to get traction with Facebook ads and they have no game plan, action plan or goals. I don’t know about you but I don’t like to spend money on something unless I know it’s going to give me a return on my investment. My investment could be monetary and it could be time, effort and manpower. But at the end of the day, I want bang for my bucks.
If you set goals, strategize and execute your action plan then measure your results, you can tie your results back to your goals to determine ROI.
What Can I Do Instead?
Facebook ads success depends greatly on a well-defined strategy. Promoting posts that no one likes is not a strategy, nor is simply refraining from it. You have to know where your going before you start your journey.
1. Start with a solid content strategy (action plan)
Don’t even bother moving forward with Facebook ads strategy if you haven’t set goals. Ask yourself, “What do I want to achieve and what efforts am I willing to commit to?” Write down your goals and visit them regularly.
Content strategy means to reach the right customer at the right time with the right message. Incorporate all types of customers in your content plan, not just the immediate buyers.
- What makes you different from your competitor?
- What information are your customers and prospects seeking?
- How can you create the right mix of subject matter and tips so that you’re providing value to your target customers?
Your best bet to reaching people and engaging them is to give them what they’re looking for. A solid content strategy/action plan will get you there quicker (and with less brain damage).
2. Keep track of the duds
Keep a list of the content your audience dislikes – content that was not engaged with. Over the next 60-90 days you’ll have a really good snapshot of what people don’t want to see and what’s not helping them.
Examine why your posts aren’t resonating:
- Are they too self-centered or spammy?
- Have they seen it before?
- Are they text-only posts?
- Are they one-noted?
- Are they boring?
3. Keep track of the posts that ARE resonating with your target customers
Keeping track of what’s resonating will give you amazing insight into how to move forward with creating content.
I find that the most engaging content is that which comes from inside your operation. People want to see what it’s like doing business with you. They want to gain a sense of comfort before they buy. They read online reviews that tell a story. Be ready to tell your company’s story with your content using images, videos and written blog posts.
By avoiding this huge mistake of sharing and promoting content that doesn’t resonate with your customers, you get to become a great content marketer. You’ll also notice people engaging more with your business, perhaps even mentioning your page when they’re in your store or in other correspondence.
Make a solid commitment to your Facebook ads strategy. A plan is only as good as those who see it through.