Trouble shooting your Social Media campaigns.
So I hate when I hear from someone that Facebook ads or social media marketing, in general, does not work! From my experience, this negativity usually comes from someone that is inexperienced or did not give it enough time to work.
I got this negative email the other day which is why I decided to write a post about troubleshooting your ad and why it might not work. So let’s get started…
I want to start off by saying that if an ad does not work does not mean you made a mistake. If I were to create 10 campaigns I expect 1 or 2 of them to work. This is not a failure because if they don’t work it’s not like I just throw them away.
I take them through this flow chart, which I got from Digital Marketer.
But let’s go through the 4 biggest culprits of a failed campaign.
I hate to say but lets first take a look at “your offer” this is the biggest reason that a campaign has failed. What does that mean…
It does not matter if you a running your traffic to…
- blog post
- social media update
- content videos
- case studies
All that matters is that you are running traffic to something that people actually want.
Questions you need to answer are,
- Are you solving a problem for a specific group of people?
- Are you giving value?
- Is there a specific need for what I am offering?
If the answer is no, then you’ve already found your problem. Again no matter how compelling your copy is or how attention grabbing your image may be, the best marketing campaign in the world can not solve an “offer issue”.
If the offer is “good” then the next thing you need to look at is the targeting. If you have the offer you now need to make sure you are marketing it to the right audience.
The most common mistake you can find in marketing online is that your targeting too broad in fear of missing out on potential prospects. You need to understand that the more narrow the search the better use of your money goes towards Facebook.
If you believe your targeting is off then you need to assess your customer avatar. To create a custom avatar you need to follow these steps…
- Start with your 20 most profitable clients
- Identify the 10 that are the most enjoyable to work with
- Identify any common passions you personally share with those 10 clients
- Identify the primary financial objective of those 10 clients
- Identify the secondary financial objective of those 10 clients
- Identify any common demographics of those 10 clients
- Married or Single
- Number of Kids
- Annual Income
- Relationship expectations
If you do not currently have clients, use your imagination and create a profile based on these questions of what your ideal client looks like.
Were you being specific enough? If so, then ask are you on a platform where your market is hanging out? What might not work on Facebook might work on Linkedin.
Finally, after all this you are saying “Yes Josh my product and targeting is on point” then now it’s time to look at your ad copy. The ad copy is the segue between your offer and target market.
You can create a compelling offer and put it in front of the right audience but if you aren’t able to catch their attention and give them a reason to click your campaign will because you aren’t generating traffic.
What you need to start making sure you do is that
- You are making changes one at a time
- Call out your audience
- Hit a pain point and then giving them a solution
- Make sure your image/video is not just eye catching but also congruent with your marketing message.
To add onto this is to make sure “ad scent” is strong. There was a study performed by Xerox Palo Alto Research Center and they found out when we search things on the web we use a hub and spoke model.
Meaning, we start in one central area (the hub) where we find a number of different spokes or trails we can follow. The Hub might be a search engine or a social media site. We follow these trails from the hub as long as we feel confident that we are on the path to our desired outcome.
So when some decide to go down your trail make sure the scent of your offer stays strong and fluent. To make sure it stays strong the 3 things that need to be similar is the design/imagery, the benefit, and the offer.
It’s funny because if you ask the client why they left they won’t even know the answer but mentally if the design isn’t congruent it simply won’t look right to them and they’ll back away.
Try to keep the color scheme, layout, imagery and font selection/size/color all the same.
I know this may seem like a lot but don’t think you need to do it by yourself.
There are multiple companies out there that can help with this or already have pre-made templates. The one I think works well is ClickFunnels.
If all else fails, use that flow chart. I go through this everytime I have a campaign fail.
If you were hoping for a post about how to create an ad that works please check out these other posts I have made. I have placed the links below…
As always, If you have any questions or comments please feel free to contact me by sending me an email to firstname.lastname@example.org or by commenting below. If you don’t want to miss another post you can subscribe to the newsletter on the right.