So, yesterday I gave SMM (social media marketing) a bit of an earbashing.
Today I’m going to wax lyrical about Facebook advertising, which is bloody brilliant – and, at the moment, cheap.
If you’re not doing it, you should. The targeting is incredibly powerful.
Here are a few facts about Facebook, if you’re not convinced:
- 1.6 billion users. That’s massive.
- 1.23 billion use FB every month.
- UK – 24 million daily active users.
- US – 128 million daily active users.
- FB knows a LOT about us.
By the way, if you have a problem with how much FB knows about us – don’t use FB! I’m always baffled that people complain about stuff like this. Just don’t give the info away: simple.
Anyway – because FB knows so much about users, it makes their advertising platform incredibly powerful.
Using FB, you can get your ads in front of the people who are most likely to respond to them. That makes the advertising very cost-effective – especially considering that you can pay as little as 5p per click.
I’m paying around 20p-45p per click and you can set a maximum budget for each day. The price depends on your industry, audience, etc. – but the CPC only matters in relation to your ROI. Are you getting what you want out of your ads? Is it within your cost margins?
All this information about cost per response and targeting isn’t just useful for FB advertising, by the way. It’s relevant to any direct response marketing you do.
I’m so excited about FB advertising because it helps business owners solve one of the main causes of failure in advertising: poor targeting.
In traditional direct mail, about 75% of results depend on the quality of your list. The quickest way to fail is to send the wrong thing to loads of the wrong people. For example: if you send a letter selling prime cuts of steak to a list of vegetarians, you won’t make a penny.
This kind of advertising is all about preparation, and that’s where FB is so powerful.
FB also makes it very easy to split test your ads. You can change the images, headlines, body text, audience… and access their reports for each ad, so you can continually improve them.
I strongly urge you to have a go at using FB ads to get opt-ins to your email list.
Do your avatar exercise – the one I gave you in my blog post on The Butterfly Effect. Then create your ads – and landing pages – based on that.
Set yourself a small budget – you can pay as little as £3.50 per day, but I recommend starting with at least £5 per day, and see what happens.
It does require work. Good preparation will pay off massively. And it takes practise. But if you’re willing to put in the time, you can certainly make it work for you.
I go into FB advertising in a lot more detail in my book, Business For Superheros. If you get yourself a copy, you’ll have access to a HUGE amount of info, as well as how-to guides and much more in-depth advice about targeting.
There’s so much you can do with it, and I can’t possibly cover that in blog posts. But for now, write a couple of ads and give them a try.
Vicky Fraser is a copywriter, author, and entrepreneur. She really did run away with the circus… but when she’s not swinging from a trapeze, she’s showing other copywriters and small business owners how to work with better clients, make more money, and stop missing bathtimes, first words, and dinners with angry partners. In fact, she wrote the book on it. Get your copy here.