It’s no secret that Facebook has become a “pay to play” social media channel. The data says that on a good day, 3% of your Facebook following will see your content. On an average day? 1% of your followers will see content you post organically. That can make it a struggle to get your content visible to the right audience.
I want to help you understand Facebook Ads to grow your community, increase the visibility of that winning piece of content you distributed, and help you understand how much you should really be spending.
Spoiler Alert: It’s not as much as you think!
QUALITY CONTENT AND CONSISTENCY MATTER
It’s no longer enough to just put content up for the sake up putting content up — especially on Facebook. It’s very important that you distribute the right types of content AND know the types of content that Facebook puts emphasis on. Facebook’s algorithm prioritizes specific types of content, such as images and video, and places them higher in the news feed.
It’s also not enough to just post once a week, and leave your page. You need to be there consistently posting links to your blog, pictures from your events, questions to your audience, or whatever content you’ve found keeps your community engaged. Here at JumpCrew, we recommend a frequency of three times a week.
That’s consistent enough to keep your content in front of your audience, so that they keep your front of mind. The last thing you want to do is build a noteworthy community, then drop off the face of Facebook and let them forget about you. You have to remain consistent.
One of the biggest questions we get here at JumpCrew is,”will running ads and spending money give me a return?”
Great question, glad you asked! If you’re not investing the time, money, and resources to ensure you get the returns, then the answer will be no. Here’s what I’m getting at: If you don’t have content to set you up, you’re spending money on something that isn’t going to get you anywhere. Yes, the money will get views on your content, but if you don’t have content that’s attractive or “sticky” or influence them to buy your product, then all they did was land on your page and leave.
Which leaves you with paying people to bounce off of your page. And that, my friends, is why quality and consistency matter to Facebook Ads.
It’s all too common to get caught up in having the right copy or the right graphics for posts. While these elements are certainly important, it’s even more important than that is the targeting. If you don’t understand how to target the right audience, you’ll never get the most out of your ads and your ad spend.
In Nashville, you probably don’t want your ads served up to all 1.8 million people in the population. Perhaps you’re a bar or entertainment company who’s target demographic is not below the age of 21. In that case you would not want to promote your business to them.
Or maybe you are a maternal clothing line geared towards expecting mothers. Again, you probably don’t want to serve your ad to everyone within reach. There is a science to targeting within Facebook Ads. You would just be wasting money if you blasted your ad and content to everyone. No one likes wasting money.
One of the biggest mistakes we see from ad spends is boosting posts to literally everyone on Facebook. Sure, we get it. The possibility of reaching 1.bajillion people is enticing. But again, it’s a waste of money.
Hyper-targeting is where you find the real return of Facebook Ads. Sure your ad reach has gone from 1.bajillion people to 10,000, but I guarantee you’ll sleep a lot better knowing those 10,000 people are the RIGHT people to see your content and increase the possibility of conversion without breaking the bank. The name of the game is to efficiently spend your dollars on Facebook.
So, what exactly is Hyper-Targeting?
Hyper-targeting means delivering advertising content to specific interest-based segments in a network. In Facebook, those segments mean age, gender, location, employer, language, interests, etc.
Facebook is the largest network among social networks. It is the king of the jungle. And since they are the largest, they have access to the most data. Think about it. They have every important bit of data that an advertiser could ask for –they even know our shopping and travel habits. This makes Facebook the smartest advertising platform worldwide.
The important thing here is that we dial in every important aspect of your business and your audience. If you don’t know who your audience is, don’t start spending money.
3. SPEND LESS THAN YOU THINK
In the past, you may have spent your advertising dollars on more traditional methods, like billboards, television commercials, the yellow pages, or your high schooler’s yearbook. If you have, then you know the pains of not knowing if anyone drove by the billboard, picked up that publication, or if they hit the fast forward button on your commercial.
The good news with Facebook Ads is that it’s a completely different ball game. In comparing where you are going to spend your money, don’t think that you have to spend the same exact thing as you have in other mediums. Step back, take a look at how much you truly need to spend, and start REALLY small. Measure the results you get from a small spend and grow from there.
One tip I always suggest is to start with $1 a day. $1 a day will allow you to simply test the platform. Test your content, test your targeting, and test your results. Maybe you’re trying to build an awareness campaign and you’re tracking video views, and you’re not worried about converting customers right away. $1 a day is the perfect place to start to determine if your audience is interested in your video and your brand, because you can track if they’re watching 3 seconds, 10 seconds, 25 seconds, and more.
This is where it becomes important to understand your audience, your targeting, and who is truly interested in your brand. With $1 a day you have very little invested, but it has the capability to get you in front of the people you want.
While you are running $1 a day ads, remember, it’s important to start small. Start with that one image, blog post, product, video, then dial in to the analytics: how many people are watching, how many people are clicking through, are they performing the action you expect, is the ad not performing at all? Then you can begin testing multiple ads after you learn the performance of the ads you have been testing.
Are you interested in getting started with your own Facebook Ads? A bit confused by all the ad spend-targeting-content-hyper talk? Give us a call today to discuss how JumpCrew can get started running ads for your business today. We actually have a great promotion going on this week: FREE $200 AD SPEND. Contact us today.