Facebook Ads
Your target customers are all using Facebook. Yes, even B2B customers (prospects are people after all). Facebook Ads are so powerful because you can be highly specific in who you target. Mothers of high school aged children? Plastic Surgeons? New home buyers? Small business owners?
Facebook not only gives you access to these people, but allows you to target only these people. Compare that to spending money running an ad in the local newspaper. The only common characteristic between the readers who see your ad there is their location, a targeting feature Facebook offers as well.
Motivating the Facebook User
Your target customers don’t go on Facebook to look for your product or service, they go on Facebook to post pictures of their cute cat or sporty new car. Since they’re not actively seeking your offering, your Facebook ad has to hit the right buttons to get them interested.
The ads have to be brief, engaging, and desirable.
Our ad targeting chiropractors (those folks who do spinal adjustments) followed these rules and was a smashing success.
It was brief and visually engaging. It was fun (people aren’t spending time on Facebook getting work done. Unless you’re me). And it was clearly desirable.
Results:
A high number of chiropractors enjoyed the ad so much (remember, this is an advertisement) that they “Liked” it, which reduced the cost per click for the whole campaign. The campaign generated $10 – $30 leads and a very high conversion rate on the related landing page.
Take away point: Facebook offers a powerful advertising platform. You can target virtually anyone you want (and not waste money on anyone irrelevant). Unlike Google AdWords, you get access to the entire population of potential customers — not just those actively searching online. But, unlike Google AdWords, the Facebook jackpot demands a more thoughtful, creative approach to ad copy and design.