Do you ever feel frustrated when you see how few of your Facebook followers actually see what you are posting?
I know, I do. And it is understandable. A lot of work goes into building your professional page, getting followers and engaging with them on a daily basis. When you find out that because of Facebook’s algorithms only a fraction of them gets to see your posts, it is annoying. So there are 2 things you can do:
- When asking for LIKES, invite everybody to click “Get Notifications” in the “Like” menu. This way your posts will actually show up in their news feed.
- You can boost your post and turn it into an ad targeting your very own audience. I know, kind of lame since you already worked so hard to get them in the first place.The good news is when it comes to advertising Facebook actually gives you a break on the costs when you target your own audience.
When I did my first ever Facebook ad, I was super excited. With my background in brand and product marketing I knew all about targeting, copy-writing and making it engaging so people would actually click on it. The fact that I was able to figure out the techie part by myself was the icing on the cake. You see, I am not a tech girl at all, it actually scares me. So good news, if I can do it, so can you.
I was checking the ad performance multiple times a day to see if I needed to make adjustments. I was going for ‘website conversions’ meaning the idea was to drive traffic to my landing page where I was offering a complimentary 1:1 consulting session.
My metrics could not have been better, I was generating tons of traffic and they all clicked through to my landing page meaning my “cost-per-click” was just $0.58 which is AMAZING.
I did some testing and when you test you always want to change just ONE thing to get a read if it’s working or not.
First I changed the headline, the most valuable piece of real estate on a landing page – no, that was not it.
Then I changed the picture – that was not it either.
Finally I changed the body of the text – nope… still no bookings.
I felt stumped. What was it then?
Well, here is where I went all wrong and this is the mistake I do not want you to make.
NOBODY KNEW ME.
Why in the world would they call me?
Yes, I had a great ad, great picture and awesome copy but they had never heard of me before.
I mean it’s like if you meet a guy and he asks you on the first date to go away for the weekend. Would you do it? Nope, you would want to “get to know him first” and start ‘building a relationship”.
Light bulb moment, big time!
Ever since I have been using Facebook ads to build my list instead and I highly recommend you do the same. The relationship building starts INSIDE THE LIST through consistently providing value.