One of my clients had been doing a good job of managing his own marketing program, but as his business grew, he found that he didn’t have time to develop and execute a strategic plan. The result? He ended up spending money on last-minute Hail-Mary efforts that weren’t reaching his audience. Those great one-time special deals that ad salespeople talk you into aren’t special at all; they’re a waste of money. We developed a strategy that includes Facebook ads.
Marketing had become fragmented and perfunctory
For this client, a CPA, a monthly newsletter was becoming a quarterly, his weekly blog was now a monthly and his social media posts were sporadic and uninspired, often missing images. He understood the power of marketing and enjoyed the creativity; he simply didn’t have time to do this well.
We reviewed his Google Analytics reports to evaluate his website traffic
We wanted to know the demographics of his visitors and from what domains they were coming, how long they stayed on his site and their drilldown patterns.
When I asked him about his target audience, his answer was too general, so our marketing plan included an exercise in creating personas. We wanted to develop detailed profiles of those clients with whom he really wanted to be working—not necessarily those with whom he was now working. We wanted to identify their likes and dislikes, ages, professions, lifestyle preferences, etc.
We agreed that Facebook advertising should be part of our marketing program
We included Facebook pay-per-click (PPC) in our marketing plan. We would start with keyword research to identify those words we should be using in all of our online communications. We also wanted to identify negative keywords—those words we should be avoiding.
Facebook advertising: ability to drill down to specific demographic information
Facebook may be unique for the detailed personal information it collects. Facebook’s fields make up a fairly comprehensive database. Every time we fill in a field with information about our lives and our preferences, we’re contributing to a rich data pool.
- We needed to create a goal—was it a phone call, email, a signup for his newsletter or a Like? The call to action needed to be clear and accessible.
- We decided to create landing page on our website. It will be branded and synchronize with the ad messaging.
- As with all online media, the headline is critical–you have just seconds and 30 characters to catch someone’s attention. Be a little edgy. Be bold. Be funny. Take a chance.
- Use high-res images that are relevant and attention-getting. Spend time finding really good images.
- Select a bidding option. Clicks, impressions, Likes.
The great thing about PPC advertising? You control costs
You pay only when someone clicks on your ad, and your daily budget identifies how much you will spend on a campaign. Once you hit your daily limit, your ads stop showing. Cost effectiveness, along with the ability to personalize your ads by detailed demographic fields, makes Facebook advertising a very effective way to promote your business.