December 6, 2018

Things they don’t tell you about Facebook ads (#3)

The stone cold reality of social media is this:

Unless you run a business that serves people’s hobbies or interests, (I’m thinking music, sport, arts, food and drink…) Facebook ads can be brutally expensive.

That’s my experience.

As I outline in my Magnetic Expertise book, my Facebook strategy is to attract people in from the cold and nurture them over time. It’s a longer-term approach, with more giving involved.

Whenever I talk to business owners about Facebook ads, I find myself bumping into personal opinions.

“I don’t use Facebook…”

“Facebook is for B2C…”

Etc.

All usually completely devoid of data. In my head, I’m like “well, unless you personally are going to buy all the products you sell for the next three months, your opinions don’t matter very much…

I think we need to reassess how we are using these social media platforms. Facebook, LinkedIn and Twitter ALL have established ad platforms, ALL with remarketing options. Remarketing isn’t something to tag onto your ads strategy. It IS your main ads strategy!

Unless you cater to hobbies or interests, converting cold prospects into paying customers is a tough ask. I know I can’t do it. It’s stressful for me, it’s stressful for people seeing the ads, and the only entity that wins is Facebook.

But nurturing your warmer prospects on these platforms is definitely something you should consider. Possibly as your main digital strategy for 2019

We go to social media to hear from people we know and like. Are you building an audience of people who know and like you? Or are you throwing good money at people who would rather you went away?

I’ll be working through implementations of these tactics in my members group over the next few months. Which will be the cheapest way to work with me on this. You’re also welcome to discuss a more hands-on project if you want (email me).

Get prepared now – and hit the ground running in 2019.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.

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