Apprentice chef Daisuko burst into tears and wept uncontrollably.
Jiro Ono stared at him with amused contempt.
Over three long weeks, working only on one dish, Daisuko had made 200 versions of a tamago (an egg omelette) and Jiro rejected every single one.
Finally, he made one that was just perfect. He was exhausted, relieved and elated at the same time.
Jiro Ono owns SukiyabashiJiro, the world’s best sushi restaurant.
It has three Michelin stars.
It only seats 10 people at a time and costs a minimum of $300 per person. Sometimes you could be finished in 45 minutes.
You may have to wait a year for a reservation at a place where the world’s best chefs have described SukiyabashiJiro’s sushi as the best in the world.
Aged 89, Jiro One has worked in the same restaurant for seventy five years.
Even now, he continues to seek perfection.
“I will continue to climb, trying to reach the top, but no one knows where the top is”.
He doesn’t use Facebook.
He doesn’t advertise.
But he is the exception to the rule.
The rest of us suffer from the same problems.
Not enough customers.
Not enough customers buying.
Not enough customers buying enough.
Facebook Will Not Apply Lipstick To Your Pig
Most businesses and startups approach their business from the “outside in”.
They implement a traditional sales funnel consisting of undifferentiated products and then emphasize features, benefits and price.
Customer experience is not something they focus on.
Uninspiring isn’t it?
Yet these same businesses then expect Facebook to add gloss lipstick to their pig, especially as these owners have spent a small fortune on “experts” who promise higher leads and sales growth.
But the needle doesn’t move. Leads and sales stay flat.
Then they complain bitterly that Facebook doesn’t work.
How You Need To Approach and Use Facebook Effectively
This article then, is not about a “how to” for average businesses.
It’s about how to be smarter in planning and implementing Facebook campaigns.
So although you no longer have any control over how often your content appears in your fans’ newsfeeds, creating engaging content that strongly encourages your fans to take action by talking about your page or tagging your pages to theirs will result in your updates being shown more often.
If you’re in any doubt over the power of Facebook’s advertising, be aware that almost all agency forecasts point to the accelerating use of social media advertising replacing traditional communicatons.
Salesforce.com predict that online display ad revenue will grow to $38Billion in 2019 and video ads will be responsible for 55% of that $38 billion.
You have very little choice so the question is not “should I use Facebook?” but, “How do I maximize my Facebook advertising to increase conversions and sales?”
Why Facebook Loves Intimacy And Invites You To Dance
If you’re new to Facebook advertising, and looking for a start point in understanding the social media Return on Investment (ROI) and how it relates to using Facebook effectively, read Jayson DeMers article first on 100 Ways to Maximize ROI On Your Social Media Campaign to get a great view on what you should be looking for.
But for the rest of you who either spend sporadically or are addicted to advertising on social media networks, I know that you’re resentful. For two reasons.
- You’re being forced to pay increasingly higher amounts for what you used to get free, and
- As more and more businesses get social, everyone gets less attention and the laws of supply and demand mean that more people are paying more dollars for less reach.
But before you shrug and say, “Meh, who cares about Facebook anyway?” just glance over the following infographic on how powerful Facebook is and why you can’t ignore it.
So if you want to increase loyalty, conversions and margins through Facebook, you need a new approach that combines three important elements:
- Understanding the new and upcoming Facebook trends and how they impact you
- Avoiding the 23 mistakes that hundreds of thousands of people make every day when spending advertising dollars
- Adapting to your approach to the new customer decision journey and what it really takes to engage fans and turn prospects into profitable leads without blowing your budgets (hint: it’s not “likes”).
Is Facebook Still Relevant For Advertisers?
First, it’s important to understand WHY people use Facebook and Twitter and why it should matter to you as a business owner.
- 87% of adults 18-29
- 73% of adults 30-49
- 63% of adults 50-64
- 56% of adults 65+
According to Mashable, 35% of men and 43% of women use Facebook to see entertaining or funny posts.
If a subset of Millenials are your target market, The American Press Institute’s survey concluded that the majority of Millenialsgo online to participate in news stories.
The American Press Institute reveals startling insights into Millenials’ social behavior:
- 88% of Millenials get news from Facebook (57% at least once a day)
- Six in ten say they regularly “like” a posted news story
- Over half of Millenials pay more attention to their privacy settings vs. before.
According to Pagemodo, the key features on Facebook that will become standard in 2016 are:
- Facebook video domination
- Acceleration of the Social Wallet
- Advertising budgets on social media increasing from currently 9% of spend to 25% in five years
- Huge growth in mobile – 526 million Facebook users out of 1.4 billion are mobile users only
- B2C outsprinting B2B
- Youth and millenials continue to trust Facebook
- Facebook app diversification.
Benefits of Using Facebook
Secondly, Facebook remains the most powerful and effective advertising medium today and you’ll get at least three benefits by using it.
First, Facebook has the LOWEST cost per thousand impressions – it costs you just $0.25c to reach 1000 page impressions compared to $32 for a newspaper ad.
Shane Snow, of Contently goes even further. Based on detailed research, he concludes that brands and businesses should spend less time constantly creating and posting social media content just for consumption but to link it to paid social activity and email campaigns which will drive more conversions.
Facebook’s targeting is precise and accurate, so the clearer your definition of your ideal customer avatar, the better your results.
eMarketing’s survey of 29 companies gave Facebook the highest ROI based on it’s targeting ability.
Facebook’s audience is highly engaged, with the average American spending 40 minutes a day on Facebook so you have a higher chance of your ad being noticed during this 40 minutes.
More than 50% of active users log on every day and the average person shares a “Like” around 60 times a month.
So how do these three benefits come together? Let’s look at an example.
Holzconnection increased sales by 25% in 3 months with Facebook ads and attracted 30% more visitors to it’s stores.
New Facebook Trends for 2016
Larry Kim highlights six features introduced by Facebook in 2016:
Jayson DeMers highlights the buy button and instant articles as trends to watch out for in 2016 and Jim Dougherty provides a sneak preview of what’s coming, so be prepared for Facebook Professional Services, Facebook at Work and Facebook Shopping tab. M, a new virtual assistant is being rolled out.
Fed up writing product content and articles? Machine generated content and ads are coming soon.
Relationship not working out? Facebook will now adjust your settings to give you privacy and closure.
10 New Facebook Trends Introduced in 2016
Facebook’s ever sharper algorithms as well as it’s new trends means that your 2016 marketing must contain the following EIGHT critical elements just as the price of entry:
High quality content supported by engaging campaigns is a basic ingredient and the focus will begin to shift from SEO to social media.
Authenticity is the new black. Targeted personalization is in, bland and generic is out.
Paying for clicks and retweets on Facebook and Twitter is out. Improved targeting and ad pricing means that you’ll be paying for performance, not vanity metrics.
From the examples above, two things are obvious across the social media landscape:
- A few clicks within Facebook and Twitter enable you to go from engagement to solid revenue without ever leaving the platforms. Facebook advertising is UNAVOIDABLE!
- Peer and friend reviews are hugely influential social proof in persuading others to buy
Brand reputation via social media is critical. People complain long and loudly if they’re not satisfied so managing your customer service and online reputation is key to growth.
Mobile marketing will become the norm – over 500 million Facebook users only use mobile
You will have new options for publishing online as Facebook’s Instant Articles picks up speed.
Brands will use new Immersive 3D 360 degree video experiences to create compelling content.
Marketers will get invaluable insights from Facebook’s users without risking personal security. A new API called Pylon enables marketers to discreetly and safely gather consumer data.
According to a report by Cisco, video will account for 80% of global internet traffic and nearly a million minutes of video will be shared every second. Have you started on yours yet?
To understand the true impact of these technologies converging via Facebook, three important questions need to be answered before you can really benefit from Facebook:
- How will you promote your products as more and more e-commerce features become available in Facebook and other social channels?
- As interactions with audiovisual media (live video, virtual reality, social selling) increase dramatically, how will you drive more engagement for your business?
- As social media advertising becomes more prominent with automated ads and pop ups appearing everywhere, how will you stand out in a noisy, fragmented world?
You can be really successful on Facebook if these five things are, or become, true of your business and you combine it with designing your campaigns effectively (more on that soon).
Five Things You Must Do For Facebook To Work Effectively For You
- You’ve created an extraordinary business, a “mission with meaning” that deeply engages your target customer and inspires them. Read more on doing this here.
- You’ve designed your business model to reflect the new customer mindset and customer journey that has superseded the traditional sales model. Read about it here.
- You don’t make the most common and expensive Facebook mistakes listed below. I’ve created a PDF checklist so you can keep it visible.
- You’re crystal clear about which objectives you’re advertising for, to whom and ensuring that your Call to Action is clear and compelling. We’ll go through a few examples so you see what campaigns work(and don’t).
- You maximize the ROI from your Facebook investment through strategy, design, reach, frequency and analytics.
23 Common Facebook Mistakes To Avoid
Brian Carter advises that to get amazing results on Facebook, you need to get five things right:
- Ad goals
- Ad sets
- Ad variations
- Targeting Variations
- Landing Pages
According to Brian, most people don’t get the results they hope for because they make the following mistakes:
Have the wrong goals or no goals at all
Don’t create enough ads – create multiple ads and images
Put everything into one ad set
Don’t test targeting and therefore you end up targeting non fans
Poorly designed landing pages.
James Scherer at Wishpond points out other common mistakes that prevent you getting good click through rates:
Wrong ad shape
Too much text in the image
Too much detail
Choosing the wrong images and worse, not split testing them
No call to action included.
In addition to the points above, Anna Gervai focuses on copy related Facebook ad problems:
Target by interest, gender and age
Use character and word count wisely to write copy that converts
Scott Ayres at Post Planner expertly rounds up other experts’ views on common Facebook mistakes:
Focusing on fan count instead of engagement (Ian Cleary, Razor Social)
Not testing what truly engages your audience (Jim Belosic, Shortstack)
Not aligning your Facebook post to a strategic posting strategy (VivCraske, Vivcraske.com)
Facebook is about connecting with friends, not sell, sell, sell (John Haydon, Inbound Zombie)
Not fully optimizing every Facebook page (Ravi Shukle, Social Media Specialist)
Not updating everyday with fresh, relevant content (Fred Alberti, Salem Web Network)
Not using eh 4E principle for your posts – they should be Engaging, Entertaining, Educational and /or Empowering (Rosh Khan, SocialRank Media)
Doing what everyone else is doing. Be original! (Scott Ayres, the Facebook Answerman)
Facebook Helped Create The New Consumer Journey. Ignore It and Get Left Behind Forever.
Talk Like Me. Make It About Me
In her brilliant book, “Decoding The New Consumer Mind”, Professor Kit Yarrow emphasizes the dramatic shift in your customers’ behavior and why your business MUST change the way you engage them.
6 Reasons Why Facebook Rewards You For Engaging It’s Audience
- Lust for the new. Customers are eager for the next new thing and don’t necessarily know what they want or need until you show them.
- Individualistic Consumers. Your customer gravitates to those brands that appear to honour, admire and serve them. Connection is THE most important driver for customers who now want more attention, personalization and involvement.
- Make it about me. Customers now rely on brands to translate product characteristics into emotional benefits.
- Surprise me. What do slot machines, “pop up” stores and Costco have in common? The intoxicating, addictive sense of winning emphasizes our intermittent reinforcement.
- Be human. The top 50 brands between 2000 and 2010 that recorded the highest financial growth were all associated with one of five human traits:
- Eliciting joy
- Enabling connection
- Inspiring exploration
- Evoking pride
- Impacting society
- Be authentic. Facebook actively endorses brands that create trust through authenticity by promoting the ones that:
- Have a distinct personality, community and anthem
- Create brand stories that are genuine through their association with familiar places, times, experiences and things.
- Give customers a reason to buy that is based on an emotional connection and being seen and valued for more than just their money
Creating Facebook Ads That Convert Like Crazy
There are 10 Must Follow guidelines that you need to include in every Facebook ad if you want to hit your objectives:
Hubspot’sAmanda Sibley has four recommendations that are vital to success:
- Be highly visual: Amanda concluded from 19 different datapoints that 90% of information transmitted by the brain is visual so catching the eye of your reader is critical.
- Be strongly relevant: Facebook assigns a relevancy score that rewards your ad if the image, copy and destination page are highly targeted to your reader’s needs.
- Powerful value proposition: Use social proof to give readers a strong enough reason to click.
- Compelling Call To Action: Encourages readers to take action.Now.
- Telling powerful stories is how Sarah Sal reduces Facebook ad costs by describing experiences, “I’ve been there”, “You’re doing it wrong” and finally, the offer.
- Target other followers of similar brands advises Andrew Hoeft, CEO of Pinpoint Software
- Retarget web visitors, making sure you exclude purchasers.
- Test different versions, images, videos and copy
- Use Audience Insights, geographic targeting and refine your targeting with conversion audiences. Rocco Baldassarre
- Wordstream offer an additional 45 tips on setting up your Facebook ads to outperform your competitors. Get it here.
Examples of Great Facebook Ads
Jeff Bullas incorporates the ten key points above in finding the 23 best Facebook Marketing campaigns here.
Adweek highlight their best Facebook Marketing ads for 2015 here.
Worried About The Cost of Facebook Advertising?
You can get results from as little as $5 a day.
Kevan Lee on Buffer Social shares his experiences of spending just $5 a day on Facebook to reach 787 new people and also provides a step by step guide to setting up all the various Facebok campaigns.
However, Claire Pelletreau points out the areas where your spending can easily get out of control. Don’t skip her advice. She KNOWS.
Lead generation with FB ads
Effectiveness and Reach
How to get more likes on facebook