Social media is not the business growth magic pill you may think it is.
There’s a problem that’s grabbed the business community in recent years and it’s called social media myopia (a deadly form of marketing blindness). What do I mean?
I mean this. The rise of social media has made it relatively easy for any business to throw together a marketing campaign. However what often happens it it doesn’t work and people often blame the platform.
You’ve no doubt heard Facebook ads don’t work. Google Ads don’t work and they’re too expensive etc. That simply isn’t true.
The real problem is not the media it is the lack of critical thinking that has gone into developing the marketing strategy.
Just because you can put an ad up in under 30 minutes doesn’t mean it will work. You need to have some basics in place first and the key ones are:
– a clear target audience (not everyone)
– a clear understanding of your buyer psychology (what keeps them awake at night that you can help solve)
– a relevant and powerful offer that they feel they would be crazy not to take up
– disciplined follow up (most people don’t buy/take action immediately, sorry that’s just the way people are)
PLUS you cannot view social media as your only strategy to grow your business. I have come across clients lately who only want to do social media ads to grow their business. You can’t grow a business working only one platform it isn’t sustainable and it exposes your business to massive risk if anything changes (it will).
Don’t make the same mistake. Use social media by all means but with a well thought out strategy and please don’t overlook other opportunities. Very often they can get you better results and faster.
Here’s a quick and easy to use Facebook ads to get real market feedback on your offer.
I call it the 5x5 Facebook offer test. You’ll need $100 ad spend and 5 variations of your offer.
Basically you pick an audience that is broadly relevant. So if you sell eCommerce support you might choose fans of Woocommerce and Shopify as an example.
You then choose one ad image that you think will stand out within the noise Facebook news feed.
You then create 5 ads to the same audience with a budget of $20 on each ad.
Each ad should be structured in the same way. I suggest call out your audience/audiences problem and then summarise your offer.
Each ad will have a different offer. By the time each has used the $20 budget you will have feedback from your audience on 5 different offers for what you do. More than likely one will be a clear winner.
You then advertise that one as your main offer and begin testing other elements of the ad such as image changes, video, changing cop, testing bot ads etc.
It’s a simple quick and dirty way to get real market feedback and speed up your marketing learning curve.
Create Click-Worthy Headlines
Quick Tip: If you want to learn how to write attention getting h
You don’t need to agree with their content but you should study their methods. Here’s just one brilliant one I found in an online newspaper.
“Loyal to a big bank? You’re throwing away $134,358
If you switch from a big bank to the cheapest rates on the market, you could be driving a new-release Tesla – for free.”
Imagine how much marketing leverage you could get by taking the Free Tesla theme 🙂 This is a ready made promotion for a smart mortgage broker.
Social Media Promotions You Can Run For FREE
If you want a few hacks, here are some angles you can use to craft a story of interest to the media.
Create a controversy.
Give an award.
Offer surprising facts about your product.
Show an unexpected clientele using your product.
Piggyback on the news.
Do a survey.
Compile a set of useful tips.
Donate your product or a gift certificate to a good cause.
Offer a freebie.
Tie your product to economic trends.
Do something anachronistic.
Sponsor a charity event.
Celebrate an anniversary.
Get offbeat endorsements.
Feature employees with stories.
Run an event for kids.