So say you’ve got this amazing idea for a business. You’ve got the funding, you’ve got the products, you’ve got your whole marketing strategy all planned out. You know exactly what you want to say, who you want to target, and how much money you’re willing to spend on advertising it. You’re ready for anything.
But, when you head to Facebook, and click that magical little button you hope will change everything, you’re suddenly faced with a sea of questions, tasks, surveys and empty boxes just waiting to be filled. As someone who recently went through the exhaustive process of setting up a Facebook campaign for my prints, I know all too well the struggles of advertising successfully through social media.
So I thought I would share my tips with you today, to help you navigate the scary world of a Facebook Ad Campaign, and get your business the platform it needs.
1. Open up the boundaries of your ad’s reach
The minute you decide to boost a post, promote a page or sponsor a profile, you’ll be asked to decide just who you would like that post to be shared with. Unlike a personal profile, this is not limited to you, your friends, acquaintances and professionals – this post can go anywhere. And although it’s tempting to share your business with the specific niche you would normally target in advertising, blowing open your market to as many people as possible is a much safer way of securing attention – the more people see it, the more people are likely to buy it. Simple!
Avoid restricting your promotion to a particular gender, age group (within appropriate reason, of course), location and personal interest collection. List as many interests as you can – even if they don’t seem that relevant. If you want to advertise a guitar tutor, for example, create a strong archive of tags relating to music, popular artists, schools, qualifications, romance, woodwind, orchestras, and rock concerts. You never know who might be waiting for that sign to try something new.
2. Make a note of your budget and stick to it
No one ever wants to be faced with a sudden unexpected bill – especially not a company attempting to grow a start up. So make sure you know exactly how much you want to spend, and how much you are actually spending, when you choose the length of your advert. Generally, Facebook Ad Campaigns run at around £3 a day, but the more you pay into your daily budget, the more likes and shares you’re likely to receive. So perhaps if your budget is rather small, it’s worth spending more on a good quality post, but for fewer days than you might like. Or, if you’ve got the excess to spend, leave the ad running over a number of weeks, and allow it to gather traffic organically over time.
Don’t be tempted to spend more and more if your ad doesn’t seem to be gaining much speed. Stick to your budget, as that money can be always be invested in something better.
3. Know what you can post
One of the most frustrating things about the Facebook Ad Campaign is the restrictions placed on certain photographs and images used to advertise small businesses. For my Print business, I really struggled to find a loophole in the clause preventing images with words being used in adverts. Unsurprisingly, it’s rather difficult advertising typography without including any words in your promotion. The lesser words you include in the images you wish to share, the better – even if it means including more detail in your captions. There may be other industry specific restrictions surrounding your pages and posts, and it’s always better to acknowledge these in advance – to save you time and frustration later down the line.
4. Make quality your top priority
A poor quality ad campaign will get no where. And quality needs to shine out of every aspect of your posts – from your photography and your content to your wording and punctuality. If you say you’ll upload something at 10am, do it at 10am. Always convey thanks to those who have supported your start up – even if so far the only likes are from your family members. Choose only the very best photographs from your collection to advertise you, as anyone scrolling through Facebook will see these before reading your captions. Make sure they are high definition, eye catching and smart, and that they tell your story more better than you can.
5. Get as much feedback as you can
Feedback and opinion are the foundations of a good start up business. Having people tell you what’s good, what’s great, and what could be better about your business are key conversations to have before promoting something you think is amazing. Does your market really need this niche? How will they respond to your new suggestion or idea? What do they like about your business, and will other people feel the same?
Including your feedback and research as honest quotes or testimonials in your ad campaign can be a game changer for those on the fence about enquiring. Find a summary of your business, and of you, that you want to people to read, and share it alongside your own words and descriptions. You might be running your business alone, but if you want to trade with people, then make sure their words matter.
Beginning your first Facebook Ad Campaign can be difficult and scary, but just take your time and stay focussed on making it the best it can be. Don’t scrimp on the quality, and don’t give up if traffic is a little slow at first. Give it time, and give it effort, and just enjoy that moment when you first see the ad for your little business popping up in the news feed on someone else’s timeline. You’ll never forget it.
Thank you so much for reading, I hope this has helped anyone considering starting their own ad campaigns online! If you want to read my last post on the period innovation Fab Little Bags, click here!