The Biggest Facebook Advertising Mistakes Small Businesses Don’t Want to Make
If you run a small business, the chances are that you’ve got a pretty tight marketing budget. Spending it wisely can turn into a real Catch-22 situation; you need to know how likely you are to get a good return on your advertising investment because you simply can’t afford for it not to, but – especially if you’re still in the early stages of your venture – you can’t be sure what will actually get results.
Does any of that sound familiar? If it does, you’re certainly not alone. Facebook advertising is a hot topic at the moment, and last week you might remember I gave you some handy pointers on things to consider before getting started. This time, we’re going to take a quick look at some of the biggest mistakes small businesses tend to make while they’re getting to grips with the world of Facebook advertising.
Not Being Specific
If you’re new to advertising (or even if you’re not) Facebook can help you enormously by showing your target audience relevant content as they go about their daily business of catching up with friends and scrolling through their News feeds.
It may seem obvious, but Facebook can’t do any of that if you haven’t been specific enough about your target audience!
A huge mistake small businesses often make as they start out with Facebook advertising is throwing random content out here, there and everywhere; trying to reach as many people as possible without thinking about how many of them are actually likely to respond. Unfortunately with such a scattergun approach to your advertising, not many will.
Think about it: authenticity and relevance are at the heart of any successful ad campaign. You achieve this by understanding who your potential customers are, and then creating powerful content that speaks directly to them. So what are you waiting for?
Not Understanding Campaign Types
But don’t worry, it’s easy once you get started! Facebook offers you lots of handy ways to connect with your target audience, and returning to my first point for a moment, the trick is to be specific before you begin.
You may have seen that when you post something on your Facebook business page, you’re given an option to ‘Boost’ the post. As an example, this works well if you’ve written a blog post and you want to increase the number of readers it gets, because that particular post will be shown just as it is, to the people you’ve targeted to see it.
The basic aim of creating an ad is to encourage people to engage with you, for example by Liking your page, visiting your website or signing up to your newsletter. You can also create offers, such as a free downloadable guide for the first 100 sign-ups to your mailing list.
Simply pick whichever option is the most relevant for your business – or take the ‘kid in a sweetshop’ approach – try out a few different ones and see what works!
Not Tracking Results
Facebook advertising is still relatively new, with more weird and wonderful methods and services being added all the time. So it’s very easy to feel a bit overwhelmed, especially once you’ve got going on your fantastically targeted ad campaigns. It’s so very tempting to put your ads, offers and boosted posts out there and then sit back thinking all your hard work is done.
Wrong. You should be spending time tracking every single ad or post for interactions (such as page Likes, post clicks and website visits) and value for money – so you’ll know for certain what’s working and what isn’t. This is powerful information that can help you plan the rest of your marketing strategy, safe in the knowledge that your methods have been tried, tested – and successful.
Not Spending Enough…or Spending Far Too Much!
A quick tip to start off with; as you begin your Facebook advertising, don’t simply ask what you’re going to get for the money you’re spending. Ask what your potential customers are going to get from your advertising, provide it, and the money is far more likely to come!
Facebook allows you to set a budget as you advertise, which is great because you can decide before you start how much you’d like to spend in total. But if you don’t spend enough then you won’t get good enough data, and if you spend too much you could be wasting time and money on a campaign that isn’t bringing in any business (however much you might love it!) Experiment with different amounts, but to start off with I’d say £3 – £5 per day on each individual campaign is about right.
As the results come rolling in and you take note of the lovely leads your campaigns have generated, you’ll also be able to see what each individual lead has cost you from your total budget spend…a very handy way for you to check what’s costing you the most money and getting the most returns.