Part 9 – Invest in Ads
Ok so this is the one you probably don’t want to hear but is without doubt the fastest way to get your message out there!
Right now the advertising costs on Facebook & Instagram are still super low and anyone whop tells you different has obviously never advertised in newspapers, on TV or on radio.
When I used to manage concert venues in the late 90’s early 2000’s it would cost me thousands of pounds to advertise on local radio.
I would get a few 30 second spots that would then go out to a broad and undefined audience and I would never know whether my message had ever been acted upon.
The same for newspaper ads and billboard hoardings on the side of the road.
I remember we used to have feedback forms for all customers who came into our venues, asking them to tick a little box to tell us where they had heard of us so we could try to gather some rough data of where our marketing efforts were working.
These days on Facebook you can spend a few hundred dollars, reach hundreds of thousands of highly targeted people and get instant feedback on what’s working and what’s not.
You can reach them with text, image, video, audio, whatever resonates the most, which you instantly know from the stats!
Here’s how I would get started with FB Ads;
1. What’s my objective? To get more clicks on my site, more likes on my page, more people to click ’See My Page Posts First’, leads, sales etc.
Don’t just advertise for the sake of it. Every dollar counts so know what it is you want to achieve.
2. Research what’s working for the audience you want to attract. No doubt there are other pages similar to yours. So go and see what’s working for them. Which posts get the most interaction. What seems to be encouraging people to comment etc.
Don’t be afraid to use what’s working well as inspiration and then create your own ads with that in mind. Never copy by the way, just get out there and get ideas.
3. Define your audience. Male / Female / Age / Location / Interests etc. Go narrow.
The broader your audience the bigger reach you’ll get but the lower actions will be taken. Try to get as narrow and as niched as possible. That way you’ll resonate far more with your audience and are likely to get much better results at a much lower cost.
4. If you already have an email list, create a custom audience and then a lookalike audience which will allow you to advertise directly to people with the same interests / demographics as your current audience.
5. Start with small budgets, $10, $50, $100, test & measure, test & measure, test & measure.
Success with FB Ads is all about testing, measuring & tweaking! Check out my good friend Liz Melville’s website for more info on creating ad campaigns that work!
Look out for Part 10 tomorrow – Don’t Sell – Entertain, Inform, Educate, Inspire, Showcase