From Jennifer: We continue our Guest Post series this week with this great post from my friend Lori Sauerwein. Lori is the Director of Strategic Development for Reliv International, and she has some great insights about how to use technology appropriately for strategic growth. Today she shares insights on how to make Facebook Ads work for your business. Enjoy!
How Can I Get a Slice of the Facebook Pie?
If you’ve been in direct sales any time at all, you’ve probably asked yourself, “How do I find new people?” Creating a Facebook page and profile is a good start. It gives you a place where new acquaintances can get to know you better. But what about totally new people – people you haven’t even met yet?
Nearly three-quarters of Americans online visit Facebook at least once a month. That’s a huge pie of potential prospects. So how do you grab your piece? The answer may be right in front of you…literally. Facebook Ads, located in the right column next to the newsfeed on every Facebook profile, offer a powerful and inexpensive way to reach out to brand new people who want what you have.
- Target Your Audience – Facebook gathers vast amounts of information about its users based on profiles and likes. So, in addition to the basic demographics such as age, gender, location and education, you can target your ad based on marital status, number and ages of children, hobbies, interests, favorite sports — even the types of movies they watch, the music they listen to, and the types of products they buy. In short, with Facebook Ads you target who your consumers are, not what they’re looking for.
- Cost Effective – Facebook offers two types of ads: CPC (cost per click) and CPM (cost per thousand views). With CPC, you only pay if your ad is clicked. This type of ad is best suited to specific offers or gathering leads. CPM ads cost less and are great for building awareness, such as when you’re opening up a new territory. You control your costs by choosing your budget (the maximum amount of money you want to spend per day or week) and how much you are willing to pay per click (e.g. 50 cents).
- Simple to Manage – Facebook provides a dashboard where you can track the number of clicks or views your ad is getting, as well as how much you’ve spent. If you aren’t seeing the response you want, it’s fast and easy to tweak your headline or ad copy, change the photo, or adjust your offer. In minutes, you can recreate your ad and post it.
5 Tips for Facebook Ad Success
Sound interesting? Before you dive into creating your ad, take some time to really think about your ad strategy. What do you want to accomplish: generate leads, drive sales or build awareness. Your strategy will determine the type of ad to create. Check out these additional tips for creating successful Facebook Ads:
- Target – Who is your audience? Think about the interests and activities that relate to your company and products. For example, if you sell nutritional supplements, you’re probably looking for people who are interested in health and wellness, working out, or even organic gardening. Draw a picture of your “perfect prospect” and then target your ad accordingly.
- Engage – What will appeal most to your target audience? With just 25 characters for the headline, 135 characters for the body of your ad and a small photo, you have to grab attention quickly. Take a look at the ads that show up on your own profile and think about what makes certain ads stand out — a unique picture, an unexpected headline, a great offer. Remember you can always tweak your ad until you get it just right.
- Action – Once someone has clicked your ad, what action do you want them to take? This will determine where you send them. If you want to gather leads, send them to the Welcome tab on your Facebook page where they can enter their email address to receive a video, newsletter or even a product sample. Are you selling a product? Send them to your website to place an order.
- Respond – In the online world, people live at the speed of now. So make sure you respond to your new prospects as quickly as possible. An autoresponder like Aweber makes it simple to reply instantly when a prospect enters their email address. Ongoing connection is important to continue building the relationship.
- Review – Even the best ads generally are effective for only a few weeks. So check your click rate (also know as CTR or “click through rate”) daily. When you see response start to slow down, give your ad a break. Try a different offer or pitch. You can always rerun an ad later. You’ll also want to keep track of what’s happening to all those prospects after they click your ad. How many actually “take action” by leaving you their email address, make a purchase, etc. If you’re getting lots of clicks but no conversions, it’s time to rethink the action you’re asking them to take.
Facebook Ads are a natural fit for direct sellers. Since you set the budget, you have complete control over your costs. And luckily there are lots of resources available online to help you develop a winning strategy and craft successful ads. Perhaps the best place to start is on Facebook itself with the info-packed Guide to Facebook Ads. A quick Google search will yield plenty of great additional resources.
Have you tried Facebook Ads? What was your experience like?
Lori Sauerwein is Director of Strategic Development and social media champion for Reliv International. Lori’s career spans more than 25 years in the direct selling industry and encompasses field communications, sales promotion, new product development and strategic marketing. Today, she manages Reliv’s strategic planning process.
Lori is passionate about social media, direct selling, her family and sci fi. She is chronicling her family’s history with a collection of heirloom recipes that span four generations. Connect with her on Twitter @LoriSauerwein.