I think I really could just leave this post at that.
Sadly, I know there are folks out there who either just don’t get it or feel like they haven’t figured out how.
For the first group, I’m not here to convince you…well, maybe a little. More importantly, this is about letting you know you are leaving money on the table.
For the second group, you will get there. I promise. I would highly suggest you scour SocialMediaExaminer.com and JonLoomer.com. There is a goldmine of information there to help you get going and making Facebook a money driver and not a money pit.
The second group is already sold on the possibility of Facebook. The Facebook Humbugs who may feel Google or some other platform or method is the gold standard of advertising and that’s that. Consider this…
Google does a phenomenal job at tracking your consumer. Sites. Demographics. Search History. Etc. What it doesn’t have is…engagement analytics. Hobbies. Likes. Interests. Relationship status. And much more.
An example here…You have an active style clothing company but your product isn’t carried by the likes of Dick’s Sporting Goods and your competing against Nike, Under Armour, and Reebok. Your social media manager says “We can target the exact audience we want”. If you’re smart, you say “Show me.” (Let’s assume you’re smart.) Your social media hero shows you this…
Your manager goes on to tell you that they have targeted:
- Men, Living in the U.S.
- Interested in Sports (NFL, Soccer, College Football)
- Single, have a college education
- Work in a corporate setting
Then you look at the screenshot. You have a group of people who have a HIGH propensity to Like posts and even better…click on ads. Also, this group primarily looks at ads on mobile.
What the heck does all this mean? Well, you take a leap of faith AND…
You let your social media manager (who will soon be a freaking hero) work with your design team and they build a mobile-only campaign that targets men who will click on ads. Let them set up some nifty remarketing ads using Facebook’s Pixel Data and your email marketing platform and BAM!!! you have an ad campaign that could easily maintain a ROAS of…let’s say 4-5x, maybe more if you offer free shipping or some other incentive in your shopping cart. You not only break even, but you self-fund your campaign and make money.
Sound difficult? It may to that first group. The second group is saying “Hallelujah!” and they’re just begging for some upper management person to give them the go ahead.
The great thing about this is that it can apply to almost any industry, product (SaaS, download, course, webinar, physically product), event, etc. The tools are there.
All that being said…do not, I repeat, do not put ALL your eggs in one basket. I love Facebook. (Seriously…I I geek out on this stuff.) But it should only be a tool, albeit a 20 lb. sledgehammer in my opinion, but a tool nonetheless amongst your other digital marketing tools. Imagine what you can do when you tie Facebook into your Email Marketing, Google Marketing, Amazon Marketing, Snapchat, and even traditional methods?
The possibilities are there. You just need to take a leap of faith and know that…yeah, a bear does crap in the woods, so you can make money using Facebook. Seriously…you could make a LOT of money by adding Facebook to your digital marketing efforts.
Want more information?
Go here: https://www.facebook.com/business/
And here: https://www.facebook.com/blueprint