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You’re a small business owner, and your goal is the same as every other business owner out there — gain more customers, and grow your business. In this digital age, internet marketing is one of the best ways to do just that. You set up some lead generation ads, advertise it on both Facebook and Instagram, and after the first month disappointment hits you.
Your reach is high, but your cost per lead is through the roof. What did you do wrong? Well, let’s see some of the common problems that limit the performance of your Facebook advertisements, and how we can fix it.
First and foremost thing is make sure that you are targeting the right audience. If you’re doing business with many different product or service offerings, don’t apply the same ad set from your last campaign. What worked for some products, may not work for others.
Many paid media experts will generate a user persona and then target users on Facebook though ideal and compatible interests and behaviors. You may take the same approach when creating your Facebook ads, but it’s important to note that sometimes this doesn’t achieve the conversion rate you desire — it targets the users that are very early in their purchase journey.
An effective way to combat this is by targeting users that are further along, and past the awareness stage. To do this, we suggest targeting users who have already shown interest in your business. Facebook helps with this targeting process in the following ways:
Facebook is very good with its detailed targeting tool. So why not use it?
Sometimes it can be difficult to narrow down a potential audience based on their interests and behaviours, and you can be left with a broad reach of 500K or more. For obvious reasons, having a reach this large will severely limit the rate of your conversions.
Create specific ads that really narrow down on a certain product or service you’re looking to sell. The more research you do, the more data you will collect that will help narrow down your target audience group.
Facebook detailed targeting feature helps to pick a certain interest, narrow it further, and then match it with another interest criteria. Narrowing down your reach will help send your ads to a smaller but more qualified audience.
You have one chance to get in front of your audience, and naturally, you’ll try and slam in as much information possible; you’ll talk about how great your company is, and why they should be your customer.
The problem that often occurs, is you lack any clear call-to-action. If your goal is to lead users to your website, make it clear.
If you’re sending them to your website, you need to ensure the landing environment aligns with your intended goals.
If the goal of your ad is to generate a lead, finish your ad copy with a clear CTA and ask them to “request more information” or “book a consultation”.
Don’t confuse your audience with complicated ads that tell them to like, share, sign up, and visit your website. Just a simple ad with a direct objective and clear CTA to convert your audience.
It’s important to arrange your Facebook Ads as close as possible to your target audience. Once your audience set is final, just make sure your ad copy, visual assets, and CTA are all content that your audience will find it relevant.
With ads that match your audience, Facebook will award you a higher relevancy score and charge you less per impression. With the more impressions you have, the more conversions you will create.
The takeaway: design ads have a good marketing strategy behind it, and Facebook will reward you!
Every ad you create on Facebook should be utilizing a Facebook Pixel; this will help you track your conversions. It will also allow you to create more targeted ads, and as discussed earlier, advertise to your audience during the right time of their journey.
Facebook Pixel will help create more conversions, as it has the power to:
As a business owner, have a social marketing strategy. You’re present on all relevant social media platforms, you’re creating and sharing content regularly, and this has helped you gain a considerable amount of followers. Converting your Instagram followers into customers requires more than just one posting every day.
Instagram is now the fastest growing social network. It’s not only very user-friendly and appealing to the younger generation, but it also proposes several functions and advantages over other social networks that helps business owners to drive more sales. Here are some strategies that you can implement right now:
Everyone loves discounts. Sharing a discount code with your followers is a great way to encourage them to buy your products. Sharing this promo code on your story will make your followers feel more included.
This strategy is not only limited to stories. You can use it as a profile post, or use it to run a targeted ad and gain more followers.
The advantage of this method is that the customer has nothing to do, except select the item they want. The call to action button will lead them to your website and the code will be automatically used.
If your goal is to get more followers, you should consider on running targeted ads. It will expose your business to your target market, which can be accurately set using parameters such as age, gender, location, and even interests.
The advantage of using Instagram ads is that they are less invasive compared to other social networks.
Partnering with influencers is a great way to increase your visibility on Instagram. Your business may not be as big as Nike, or Fit Tea who partner with celebrities and huge influencers for their ads, but it has been found that 82% of people are highly likely to follow recommendations made by micro influencers.
These micro influences don’t have a huge followers, but their impact comes from the way they engage with their audience. Micro influencers usually have a very niche audience with whom they are deeply connected.
This year, Instagram introduced the Shopping feature to stories.
Businesses now have the ability to tag products using the shopping bag sticker on their stories. When tapped on, it will redirect to the brand’s website. From there on customers will have the option to buy the product in the story. This helps with driving more conversions; the less clicks it takes to make a purchase, the better it is for you.
Depending on customers going to your website to view your products and make a purchasing decision can be quite frustrating. Now, thanks to Instagram’s new feature, your followers can directly go to a product’s page from a post.
It’s then easier for your followers to see the product, instead of manually going to your website and looking for something. Shoppable posts increase conversions as the tag already includes the price and a link to purchase the product; all the customer has to do is to tap on the tag and they will be take you to the product page.
Promotional contests are a great way to increase engagement with your followers. Some business owners are very doubtful of these since they involve giving away free products. However, if done properly, the return can surpass the investment; you have to spend money to earn money.
The creative possibilities are endless with this strategy. You can partner with another brand to sponsor the giveaway, you can ask your followers to take pictures with your products. The latter will give you tons of user-generated content to use later on.
For a contest or giveaway, simply ask your followers to upload a picture and tag your brand. People who see these posts from people they follow will be more willing to check and follow your page, and maybe enter the contest themselves.
Last but not least, interact with your followers. By replying to their comments and messages you are giving your brand a human touch, and showing your followers that you actually care enough about them to reply.
In today’s competitive market, you need to make full use of all available resources to give your business the edge. Instagram users value high-quality content and visuals. Creating those will give them an idea of your brand’s visual identity. Using those tools and strategies mentioned in this article, will allow potential customers to have an immersive social experience of your brand on Instagram, and allow you to drive more conversions through the social media platform.