Facebook is evolving to be a new internet within the internet these days, don’t you think?
The other day I was pleased to see I could just press a button on Facebook Chat and call my friend – just like Skype, within Facebook! As Zuckerberg and his band of merry programmers keep on adding cool stuff making the network more and more more-ish, more and more people are gonna join up and stay (if there’s anyone left not yet on it).
We all know the odd old school recluse who refuses to get a Facebook account, but they’re so rare because everyone and their dog are on it – you almost forget it’s just a website! One thing’s for sure, these days:
If you want to get ads in front of eyeballs, you gotta use Facebook ads!
So hustlers, this one’s for you. Facebook advertising is cheap, and if done right, it works. And it puts money in your pocket.
Here’s a collection of powerful tips, and a few steps you should start with if you have a small business. They’re the teachings of massive trial and error from internet marketing behemoths like Armand Morin, plus my own experience and expertise and what I know has worked for many small business owners.
Tip One – Test Small, Manage Your Risk
This is something most people don’t get right. So let’s cover it right at the start.
When you set up your first Facebook ad, start small – set a £10 daily limit. That means you’ll pay every time someone clicks on it, but it won’t go over £10. That way you can calmly, carefully see the results versus the cost for each ad at the end of the day.
If the ad ain’t working, keep on testing it for a few more days, start making changes, or stop it altogether.
If the ad is working – the people clicking are converting to sales that put more than £10 in your pocket – whoopee! Time to increase your daily limit. But even then, take it slowly. £20 the next day. Is it working? Try going up to £30, and so on.
Watch out – ads often plateau. Your optimal daily spend might be £30 a day, £50 a day or more. But test it carefully, find your sweet spot, and you won’t waste your hard-earned marketing budget all in a few days as many people do.
Tip Two – Be Very Targeted
Get nice and niche with your ads. Think about who specifically your audience is – I’m sure you know them inside out. Then can you break that into smaller groups? Target each ad to specific groups.
When you select your keywords, Facebook groups and audiences to target – make sure your ad is worded to appeal to that exact audience. So, for example, if my product was a Copywriting Course, I might notice one section of my clients are App Developers who need copy skills for their marketing.
I’d then search out the app developers and groups on Facebook and exactly target an ad to them. It’s fine if the selection isn’t huge. Less than a 100,000, say. You can just set up lots of ads targeting each niche. And of course:
Tip Three – Niche Your Landing Page
A fantastic extra step to take is to have a unique landing page directly for that niche audience. So the ad and the page they land on speaks very precisely to the individual.
My copywriting course might be generic copywriting skills for all small business owners, but when the app developers see an ad specifically for them, and they click on it and come to a landing page that talks all about how much this copywriting course can help app developers – can you see how much more this will convert?
Picture a spider’s web. At the centre of it is your product. On each outside tendril is a different niche market – start by finding a few, gradually expanding over time to about 30.
Each niche market has 2 or 3 Facebook ads taking them to a landing page targeting that niche (this is slightly further into the web towards the centre) and then they sign up and go to your product at the centre of the web.
(Sorry for the slightly sinister spider analogy! Maybe we should change it to a wheel. Or a merry-go-round – yes, let’s use that instead!)
A trick to easily create targeted landing pages is just have an opt-in page targeting the niche, then when they sign up they get sent to the generic sales page. But because of the optin page talking about their niche, when they get to the generic sales page they see it in terms of their niche. It works!
Tip Four – Target Your Competitors
This is a killer tip on Facebook. It’s cheeky, but all’s fair in love and Facebook marketing war, right?
And if you have a better product than your competitor – which I hope you do – then it’s your duty to let people know about it.
Basically, when you’re selecting your target audience and groups as you set up the Facebook ad, type in your competitors, so your advert will show up to the people who like them. For example, in selling my copywriting course I’d find the market leading copywriting course and bid on them.
Give these tips a go – they are super powerful, you will see! Plenty more Facebook marketing tips for small business owners coming up.
What would you like to hear about? Do you have any specific questions?