"Facebook Advertising doesn't work. I tried it and I didn't get any leads." Has anyone ever heard this or felt this way? The funny thing is, advertisers spent just over $50 Billion in 2021 on Facebook ads. So where is the disconnect? Let's compare Facebook ads to a New Year's Resolutioner going to the gym.
Congratulations! You went to the gym and worked up a sweat for an hour... now what? Did you take in some protein within the hour to repair those muscles? Did you replace those electrolytes to properly rehydrate your body? Did you consistently go for 2+ weeks to start seeing results? Do you see where we are going with this? The key is...consistency. You have to put the work in, much like the gym, to understand how facebook ads work.
Maybe brand new inexperienced Facebook advertisers expect too much, but the truth is, Facebook ads in 2022 are harder than in years past. Why? Because more people are using it, and only the best, most engaging content will rise to the top.
Just remember, anything worth building takes time, and facebook advertising is no different than building a house, your fitness, and ultimately... your BRAND!
Free tools like Canva are a great way to get content out there and build brand awareness. Your audience will see the consistent content you are putting out and gain trust in your brand. The key is to just put out content. Good or bad you will find your groove when understanding facebook engagement and how to read your data.
So how do you know what is working or what to build on with facebook? Well, the devil is in the details as they say. The first place you need to look is in your Facebook Insights. (See Below)
Go to your Facebook Business Page and on the left-hand side, you will see an "Insights" tab. Facebook Insights is your quick go-to metric to see what is working. A big mistake businesses make is throwing money on a post without knowing the engagement. Don't burn your money if it's not resonating with your audience. Data doesn't lie.
One of the first strategies we do at Digital Curve Marketing is to let our posts breathe a bit to see what is getting the most engagement. (Keep in mind, likes are great, but is a vanity metric. Engagement tells you how people are interacting with your content. Someone can watch your video and click through to your website, but never "like" your post. Engagement tells the real story).
This is how we make the assessment on where to allocate our clients' marketing dollars. Seems simple right? Well, that's just half the battle. Facebook is a long-term relationship that takes time and care, much like the gym, and personal relationships. There are also many types of campaigns to run like Lead Ads, Carousel ads, re-targeting ads, traffic ads, etc, but out of the gate, we start the campaign process with posts that are already engaging with organic traffic.
Also, you may hear the term running campaigns to cold audiences, meaning, people who have never seen your ads or seen your product or offer for the first time. Usually, the data you gain from your initial campaign will tell you your next steps, which is to target those who engaged or showed interest in your ads. So what you are creating is a funnel to sift down to those who are more likely to buy or engage with you and your services.
Ultimately, your customers need to see the consistency of your content before doing business with you. Turning cold leads into warm leads is the goal, and often the Rule of 7 comes to mind with this strategy. Most consumers need to see an ad or your brand at least 7 times before they make a buying decision.
Remember, not marketing or advertising your brand is going to guarantee you nothing. Facebook can be frustrating as it's constantly changing, so push through, or hire marketing professionals to gain the traction you need! So, invest in yourself, your brand, and take the shot! You will be happy you did!
Chad Alvarez is the Founder and CEO of Digital Curve Marketing. To learn more about Social Media Marketing Solutions, please contact chad@digitalcurvemarketing.com or call direct 301-798-7904.
