10 Dramatic Copywriting Formulas From The Super Bowl

Posted on Posted in Advertising, Branding, Copywriting, Facebook Advertising

Do you want your company, product or service to be taken more seriously?

TV writers are gifted at drama. We can learn from them to increase the gravitas around our products, services and brands.

FORMULA: “This hasn’t happened in ___ years.”

Is your product or company or event or crisis the first something in 10, 20 or 50 years?

EXAMPLE:

  • We haven’t had a new marketing tool as groundbreaking as Facebook ads in 15 years- since the advent of search ads. You could argue that due to their targeting and flexible formats, they are more revolutionary than search ads, and that we haven’t had anything this new and powerful since the invention of the TV ad in 1941.

FORMULA: “I’m so proud to be an ___.”

Are you proud to be something? Are your customers proud to be something? Or someone? Or part of a group? For bonus points- why are you proud?

EXAMPLES:

  • I’m proud to be a Facebook advertising expert- because we’re creating profit by discovering customer passions.
  • I’m proud to be a digital marketer- because we’re innovating how companies and customers discover one other.

FORMULA: “If you’ve ____ we’ll take care of you.”

What problem are your customers having that you rescue them from? What mishap has befallen them?

EXAMPLES:

  • If you’re having trouble with Facebook marketing, we’ll take care of you.
  • If your conversion rates are low or you can’t achieve profitability, we’ll take care of you.

FORMULA: “The best ___ in ___.”

Do you have the best something in any category? Is your company the best in any category? This is a good formula for your unique selling proposition, something I spend an entire lesson on in my Social Marketing Profit System.

EXAMPLE:

  • The Brian Carter Group is the best Facebook advertising consultancy in the world.

FORMULA: “___ is plotting to kill _______s.”

This was from a political ad that mentioned ISIS. Who is your enemy? Who is your customer’s enemy? If it’s not a person, what is the enemy? What trend or problem or fear or obstacle?

EXAMPLES:

  • Traditional media buyers are plotting to kill your profits!
  • Big ad agencies are plotting to plunder your budgets!

FORMULA: “We are facing a ____ crisis.”

Another political ad. What kind of crisis is your customer facing? What’s their biggest problem? How can you make it seem even bigger? Don’t minimize it. How large does it loom in their nightmares?

EXAMPLES:

  • We are facing a profitability crisis.
  • We are facing a digital marketing learning curve crisis.
  • We are facing a marketing effectiveness crisis.

COOL WORDS: Champions, Magnificent, Elite…

These are just some words we rarely think to apply outside of sports, but they’re powerful.

EXAMPLE:

  • Do you want to be an elite marketer? An elite Facebook advertiser? Those who study my Social Marketing Profit System emerge having become magnificent champions of profitability.

FORMULA: “To ____… It gives you chills just thinking about it.”

What’s the big deal in your arena? What do people aspire to? What’s the dream? This needs to be a singular thing- the biggest possible thing.

EXAMPLE:

  • To change a business and the fates of its owners by creating a profitable ad system for them… it gives me chills just thinking about it.

FORMULA: “If you want to ____ you have to ____.”

What is required? What do you require of your customers? What is required for them to succeed?

EXAMPLE:

  • If you want to profit online, you have to test a lot of ads.

FORMULA: “What separates the ____ from the ____ is…”

What’s the dichotomy in your arena between the successes and the failures? Between the good and bad?

EXAMPLE:

  • What separates the profitable from the unprofitable is open-mindedness, creativity, and diligent testing.

5 Keys to Social Ad Lead Generation For Cloud Hosting & IT

Posted on Posted in Advertising, B2B, Content Marketing, Facebook Advertising, Lead Gen

5 Keys to Social Ad Lead Gen

Not long after keynoting for Microsoft, I was contacted by a leader in a Microsoft team that helps their partner companies sell MS hosting services. They had me design a digital marketing training program for these partner companies.

We also did a number of pilot programs with cloud hosting companies.

For one of these, in 2013, we wrote a whitepaper, guided them to create a lead gen download page, and we ran Facebook ads to generate leads. It was quite open-minded of them to do this, because even now on the doorstep of 2016, many B2B companies aren’t sure Facebook is right for them.

The results were:

  • We reached 467,000+ CXO’s and I.T. Sysadmins
  • We generated leads from $29 to $59 apiece.

Overall, it was a success.

Could it be better? Yes. These are definitely some of the more expensive leads we’ve seen… in B2C, leads can go below $1.00 CPA at times, and even in B2B I’ve seen them below $10.00.

I believe these leads cost what they did for several reasons, all of which we’e addressed in our marketing processes since, and here’s how we do it better now:

  1. TARGETING: Targeting chief executives can be more expensive. However, testing more ways to target the same groups helps you find lower costs, and Facebook has added more targeting options since we ran this campaign. We recommend testing at least 5-10 targeting criteria audience variations per target customer.
  2. PASSION: Whitepapers are boring and the way to lower costs on Facebook is to find the customer’s passion. The more interesting and stimulating you can make the content, the better. We’ve learned that selling to the intellect only is not as good as also selling to the emotions.
  3. DESIGN: There wasn’t a budget for design, so the graphic design of the whitepaper wasn’t that attractive- again, low excitement leads to higher costs. We recommend the budget include design work if you don’t have an in-house designer.
  4. SPECIFICITY: I also believe that in the whitepaper writing, instead of covering 11 I.T. problems, which is general and vague and gives you nothing to grab onto, we should have chosen the most painful specific problem and homed in on that. Then perhaps the name of the whitepaper itself would have evoked more interest.
  5. SPLIT-TESTING: The client insisted on using their own website for the landing page, which meant we could not split-test any creative; we’ve found that the best practice is to test at least three if not five versions of the squeeze page, and this can increase conversion rate by 50% – 200%. That means we might have cut the cost per lead in half right there. We now have platforms on which we create and run split-tests for clients.

So, if you are looking to grow new customer leads in the I.T. space, or any B2B effort (we’ve done other industries), reach out and let’s talk about achieving your goals!

SOCIAL MEDIA MARKETING LIE #3

Posted on Posted in Advertising, Facebook Advertising

Social Media Marketing Lie No 3

There’s nothing I hate more in social media than the lies and myths I see spread around…

They make it more difficult for businesses and students to succeed.

One of the social media lies I really hate is…

“YOU HAVE TO USE POWER EDITOR FOR FACEBOOK ADS”

This is not true at all.

At least 90% of what you need to do with Facebook ads can be done in the Ad Manager.

We’ve managed millions of dollars in Facebook ad spend for dozens of companies of all sizes including Fortune 500 companies, and gotten great results.

And a lot of that work has been done in the Ad Manager.

RARELY do you need Power Editor, and it is very geeky and intimidating, and at first it’s really counterintuitive to navigate, so I HATE to send people to it until they absolutely have to go there.

OVERWHELM is one of our biggest enemies in digital marketing. There is such a big learning curve. There’s so much to learn. The interfaces can be really complicated.

Let’s keep it SIMPLE.

It’s true, you can’t just BOOST posts, because that just gets you likes comments and shares.

You’re going to want traffic and leads and sales, right?

So, use Ad Manager for most of your Facebook ad work.

There only are a few situations where you need Power Editor. For example…

  • If you want to copy ads quickly and only alter them a little bit
  • If you want to rename a whole bunch of ads quickly
  • If you want to try lead ads (although so far my experience is that website conversion ads to lead gen squeeze pages work better)
  • If you want to write longer ad copy than you can in the Ad Manager

And before you get all excited about the last one… it’s actually a good thing to have limited space.

When you’re writing your ad copy, having less space makes you choose better copy. And it ensures you don’t overwhelm people with too much text.

So I only go to Power Editor for more ad copy space when I really need it.

The truth is, Ad Manager is easier, simpler, and pretty darned powerful. You’ll get a lot done with it.

For example, you’ll see little thumbnails of the ads inside the Ad Set to remind you what they are. You’ll have a better idea where you’re at and what’s going on. You’ll feel more oriented and confident, and get more done.

If you liked this and want more, check out my Social Marketing Profit System course!

By the way, it’s O.K. if later, when you know you’re way around, you decide you prefer Power Editor over Ad Manager, even for the things that Ad Manager CAN do… to each their own.

Just stop telling newbies they HAVE to use the intimidating Power Editor interface.

It’s a lie, and it’s overwhelming people and keeping them from benefiting from the amazing power of Facebook ads.

Facebook Benchmarks: Do You Measure Up?

Posted on Posted in Analytics, E-Commerce, Facebook Advertising, Facebook Marketing, Facebook Posting

FB Benchmarks

How do you know if you’re doing well on Facebook? And once you’re doing ok, how good can it get? Here are the minimum thresholds and some of the best metrics we’ve seen:

Minimum Threshold Awesome
Facebook Post Engagement Rate 1.0% 16%
Newsfeed CTR 1.0% 5.0%
Right Column CTR 0.1% 0.5%
Lead Gen Squeeze Page Conv Rate 5.0% 40%
Ecommerce Site Conversion Rate 1.0% 3.0%
Amazon Product Page Conv Rate 12% 20%
B2C Cost Per Lead $10.00 $0.15
B2C Cost Per Sale $10.00 $3.00

35 Facebook Profit Tips UPDATED for 2017

Posted on Posted in Advertising, B2B, Content Marketing, Facebook Advertising, Facebook Marketing, Facebook Posting, Social Media Lead Generation, Social Media Marketing, Social Media ROI, Social Media Strategy

REVIEWED & UPDATED March 28, 2017- None of the previous tips expired in value or relevance. I’ve added a few new bonus tips at the end for 2016.

This post was originally written in June 2015. And some of these tips have been true since I started teaching Facebook marketing in 2011. I wrote this list a few months back for a keynote talk and have kept them up to date.

The tips are divided into 3 groups

  • Overall Facebook Marketing
  • Facebook Posting
  • Facebook Advertising

Note that Facebook marketing is a stepwise, funneled process- so, though not every tip is focused on the last step of the funnel, each tip is trying to increase your results down the funnel.

16 Tips That Apply to All of Facebook Marketing

1. Check out Facebook Audience Insights for your type of customer. This tool is located in the Ad Manager. Learn who your fans, prospects and customers really are. I’ll bet at least one thing surprises you. If you don’t have enough fans to see other likes, choose your biggest competitor, or an interest in your niche instead.

2. Don’t bring up a bad thing unless your offering fixes THAT problem. Or unless your specific audience likes warnings (e.g. bad weather) or being negative. In which case, your bad posts will get a LOT of likes. If they don’t, you don’t have that kind of audience. However, empathizing with your customer can be really powerful. Some of our most powerful case studies come from this.

3. Use happy positive faces that are close-up enough for us to read their expressions. 🙂

4. Avoid bland stock photography. Even if you have to take your own photos, find something authentic. If you do use shutterstock, find something exceptional.

5. Animals work. Even people who hate kids love animals. Yes, you can definitely make an animal relevant to your brand and yes people will love it. Yes, even in B2B. They’re still human beings. Open your mind and try it.

6. Cute works. Kids, animals, Ann Handley, etc.

7. Dogs always win. Pugs and labs are some of people’s favorites. This is the cutest dog on the planet.

8. Try something w/e/i/r/d. At the very least you’ll STAND out. Like that joke about my Grandma. You haven’t heard that? You need to watch my keynote videos.

9. Write content about mistakes people make in your niche- if you want to boost conversions.

10. Be brief, simple and clear. Try Hemingwayapp.

11. Test everything. Test posts, ads, images, cover photos and landing pages. I even split-test my blog post titles.

12. Capitalize on the big winner. Do more of what works and less of what doesn’t. Learn from what did and didn’t work, and come up with new ideas that are more like what worked and less like what didn’t.

13. Learn from what your customers like. What they like is in Audience Insights and how they respond to your posts and ads.

14. Keep testing new ideas. Don’t give up. Don’t settle for what’s the best right now.

15. Shorten your funnel. Try to take out a step or two. Make it easier for your customers. It’ll boost your conversions and profits.

16. Think about whether your customers public and private faces are different. Serve the public one with public posts. Try segmented ads, private videos and segmented email lists for the private ones.

8 Facebook Posting Tips

17. Test multiple ways to say the same thing. Try more than one way to express it. Use science to test diverse language.

18. Include links in posts to get website traffic. (But when it comes to ads, this is not the most affordable way to get website traffic- read this).

19. Include a call to action to get them to do something. Like, “Hey, subscribe to my podcast, it’ll make you a better marketer, better business person, and you’ll smell better too!”

20. Track which Facebook posts work and don’t work. Figure out why you think they work or don’t. Develop your theories and test them with your next set of posts. This is one reason not to create a whole month of FB posts at one time. First, it doesn’t give you time to learn from the current month before scheduling new posts, and second you’ll get smarter every week, but your posts will be up to 4 weeks dumber than you are now.

21. Create coaching and cheerleading posts. Motivate people, and echo their values, beliefs and likes.

22. Find famous and motivational quotes.

23. Use universally revered people for images and quotes. Einstein and Maya Angelou are good. Thomas Edison is not.

24. Follow the 6 do’s and 4 dont’s from my Contagious Content ebook.

9 Facebook Advertising Tips

25. Always choose website conversion ads if you can (rather than just clicks to website), and use a conversion pixel. Even if you aren’t going for leads or sales, try putting the conversion code on a deeper valuable page your best visitors would check out.

26. Modify your targeting with behaviors like people who use Facebook payments (tells you with more certainty they have money to spend and/or might be a good ecommerce prospect) or lines of credit or other financial info.

27. Test granular creative to granular targets. Did you find 3-4 main demographic personas from Audience Insights? Are you testing personalized advertising to these personas?

28. Try widening your targeting and making your copy more specific. You can “target” by using the ad text to tell them who should click and who shouldn’t.

29. Test retargeting, custom audiences and lookalike audiences. Sometimes they work. Sometimes they don’t. But they must be tested.

30. Test using the brand name in headlines vs. not. You could also call them out by job title or interest.

31. Test superlatives. Are you or your product the most/best/cheapest/biggest/etc?

32. Test images featuring the product vs. not. You could also show a representation of their dream aspiration, or their current nightmare.

33. Show a preview of a lead magnet- or use an image in the ad that’s also on the landing page. Then they’ll know they’re in the right place when they land.

34. You can do lead gen ads now in two ways- via website conversion ads, or the new “lead ads.” The latter have a few weaknesses right now. #1, they have been more expensive in our tests. #2 You have to remember to log in and download the emails regularly from Facebook, then manually email people. It’s easier to use LeadPages or ClickFunnels tied to Aweber or MailChimp set up with automatic welcome messages or an autoresponder series. I suppose you could weekly download them, upload those to a system like GetResponse that lets you upload emails, have an autoresponder there, but after a week they’re cold. You’d need to download and upload the emails daily. Some companies are working on a solution to this, but right now it’s a mess. We still recommend website conversion ads combined with a landing page split-testing solution like LeadPages, ClickFunnels, Unbounce, etc.

35. One of the biggest problems we see with clients are when they create their own landing page or lead gen process. Custom programming can create problems, inflexibility, or interfere with tracking. If your website can’t split-test, you should use an industry-standard landing page solution like LeadPages, ClickFunnels or Unbounce. They can be customized to fit your brand and often can be made to look like they’re hosted on your main website or a similar one. Branding can be fixed. A lack of split-testing or the inability to track conversions cannot be fixed as easily.

That’s it- start with a few, and add some more of these tips to your practices every week!

How to Get 10x More Traffic From the Same Facebook Ad Spend

Posted on Posted in Advertising, Facebook Advertising, Social Media ROI

I was doing a review of someone’s Facebook ads- I won’t tell you who so they aren’t embarrassed- and I discovered a mistake that really surprised me!

I’ve never taught this particular distinction because it never would have occurred to me to do this particular mistake… probably because Ad Manager has ingrained this into me by way of its work flow… but here it is:

If you want website traffic from Facebook ads, one of the WORST ways to do that is to promote a Facebook page post that has a link in it. <– click to tweet

Know what I mean? You have a Facebook post with a link in it, and you think, “Oh I need to promote this post so they’ll go to my website!”

Well that works horribly.

Why?

Because when you promote a Facebook post, Facebook shows it to people who are most likely to engage with it. Engagement means like, comment, and share. Not website click. <– click to tweet

Website clicks are a whole nother thing! They aren’t showing your post to people who are likely to do that.

When you look at an ad that’s promoting a post, you might see $0.50 per engagement and think that’s good. But if you expand the ad, you may see that most of those interactions are likes, or even photo views. Oh my gosh, I’m paying for photo views? Yep, indirectly.

Here’s an example- in this post I really did want engagement, but you can see that if my goal had been to get website clicks, those are some expensive clicks! That $0.31 per engagement looks good until you realize you paid for 14 people to click on the image and only 2 people clicked the link.

If you want Facebook to show your ad to people who’ll click to go to your website, don’t BOOST or promote a post. <– click to tweet

If you’ve only created ads by clicking BOOST on a post, you won’t even know where to go to create the right kind of ad.

You need to go to Ad Manager. This is the main Facebook ad creation interface.

When you create an ad in the Ad Manager, you immediately have to choose one out of ten different ad objectives.

Facebook uses those objectives to determine who to show your ad to.

  • If you want website traffic,  select “Send people to your website.”
  • If you want leads or sales, install conversion tracking and select “Increase conversions on your website.”

Choosing the right ad objective is one major difference between success and failure with Facebook ads.

Then you create your ad.

Now, the newsfeed part is going to look a lot like the Facebook post you might have promoted, but it will get you website clicks for $0.10-$0.50, whereas the website clicks from boosted posts are going to be $1.00 – $5.00.

MAJOR price difference.

So, get 10 times the number of website clicks by going to the Ad Manager and choosing the right ad objective.

Do it!

Without This, Your Content Marketing Is Worthless

Posted on Posted in Advertising, B2B, Content Marketing, Facebook Advertising, Internet Marketing Strategy

Well, to be more accurate, it should be “Without this, your content is wasted.”

But I’ll tell you why I titled the blog post that way: sometimes, when people are thinking about creating content, they forget a really important part of marketing.

They may not forget about persuading people. Or knowing their audience part. Or utility. Or entertainment.

But they forget about that pesky distribution and visibility thing!

I ask them:

HOW are enough people going to SEE your new content?

Here are some weak responses to that question and why they’re weak responses. Afterwards we’ll talk about how you can do better.

“We email our content out.”

  • So your current email list reaches every prospect you want to see it? You don’t need to reach more prospects?
  • Are you taking into account that only 15-30% of people open emails? And only 2-3% of them click the links? In other words, do you have 40 times as many email subscribers as the number of people you want to go to the website?
  • (Don’t forget that not every website visitor becomes a customer… you’ll need 50-100 people to go to your website to get a new customer. So, you need 2,000 to 4,000 people on your email list for every new customer you want. Depressing!)

If you answered yes to all of those, congrats! Chances are, you didn’t, though. 🙂

[SOURCES: A great source for email marketing benchmark metrics, and another.]

“We post it on Facebook, Twitter and LinkedIn.”

  • So given that all the data shows that most Facebook pages’ posts are seen by only about 10% of fans, and only about 1% of those who see a post click on its link, meaning that only about one out of a thousand fans will click on your link, do you have 1,000 times as many Facebook fans as you want to visit your website?
  • And given that at most at any one time, only about 7% of your Twitter fans will be active when you tweet, and that roughly 1% will click on your link, do you have 1,400 times as many Twitter followers as you want to visit your website? Or even if you tweet that link 14 times a day (which would be excessive for just one link), do you have 100 times as many Twitter fans as you want to go to your website?
  • On LinkedIn, only 13% of LinkedIn users interact with the site daily. People don’t spend a ton of time on LinkedIn, and when they do, it’s usually not looking at their news feed. My estimate is that maybe 1% of your connections might see any of your posts in their news feed, so do you have 10,000 times as many LinkedIn connections as you want to visit to your website?

All you really need to do to be convinced is look at your website analytics and see how little monthly traffic you’re getting from these three sites… and divide that by 100- that’s how many customers you can expect from them per month. Got 1,000? Great, you might get 10 customers from that, if they’re quality prospects.

(There are certainly exceptions to some of my numbers if your website is exceptionally effective and your post are dramatically more effective than average- but to get to those places, you’d need to be an accomplished Internet marketer or already have worked extensively with on.)

[SOURCES: Twitter CTR stats, Twitter CTR stats for huge accounts, an older Twitter CTR anecdote for reference, 3 years ago when 17% of fans saw Facebook page posts, around the same time, Techcruch said 12%, more coverage of declining visibility in 2014, comparison of FB ads and LI ads for post promotion, Pew Research on frequency of social site usage.]

“We have good SEO.”

That sounds A LOT like the lazy and dangerous Build It And They Will Come myth, but let’s inquire further:

  • How quickly are your new blog posts ranking in the top 10 for their keywords? Although you may have great rankings and traffic from older pages and posts, how quickly does that work with new content? Can you afford to wait 3-6 months for that traffic?
  • How are you getting new links from other websites to your new traffic? Twitter is one strategy for this, but again, how many see your tweet and retweet it? Is this enough links to improve your rankings?
  • How big is the keyword search demand for the keywords you’re using in your new blog posts? Keep in mind that you won’t get all of that traffic. If a keyword gets 1,000 searches a month, the #1 organic listing might get 30-55% of the traffic. The ads are usually getting from 1-3% each. The first page altogether gets about 70%. If you get a first page ranking, you can expect an average of 7% of that keyword demand, which would be 70 visits per month. Not 1,000; but 70.

[SOURCES: A great 2014 study of search result CTR by position, another 2014 study, an older 2011 study.]

So… how are enough people going to find your content?

If your findings above aren’t satisfactory, then…

The upshot is, you have to use ads to get the numbers you want, and Facebook ads are the most profitable way.

However, promoting posts can be a danger zone, getting you more engagement than website clicks. When you calculate the cost per click for this method, it can easily be $1-2 per click. You must use the ad manager and choose the website traffic or website conversion ad type, and then you can easily get clicks for less than $1 each.

Also, the website conversion ads do convert better, so they lower your cost per lead and cost per new customer.

So, combine content creation with Facebook ads!

Why B2B Facebook Ads Beat LinkedIn Ads Every Time

Posted on Posted in Advertising, B2B, Facebook Advertising, Facebook Marketing, Internet Marketing Strategy, Lead Gen, Social Media Lead Generation

Some people have it wrong. You- savvy reader- probably already know this, though, right? 🙂

“Facebook doesn’t work for B2B. It’s for B2C,” people say. “Users aren’t on there for work.”

Correct, they are on there to be distracted. “I’m bored,” they say. “Show me something awesome!”

If that awesome thing you show them happens to help with their work, they’ll click on it. That’s what the data tells us about B2B Facebook advertising.

 Why FB works for B2B: FB users want distraction. Show them something awesome that helps their work and they’ll click on it. <– click to tweet

Besides, we live in an era where the line between home and work has blurred.

Here are some of our B2B Facebook advertising case studies over the last 12 months:

  1. An attorney got a case worth $100,000 from Facebook after spending just a few hundred dollars on Facebook advertising.
  2. A cloud hosting company got new business leads from Facebook advertising and a whitepaper for $59 each. The most affordable ads brought in leads at just $29 apiece. The most expensive ones targeted CIO’s and cost $74.08 each.
  3. A new B2B financial industry business discovered their offering wasn’t needed or wanted by the target audience- they discovered this (via extraordinarily low clickthrough rates) with an investment of just a few hundred dollars in Facebook advertising. They saved tens of thousands of dollars by not going further down that dead-end path.
  4. A financial industry event generated 305 registrations at $71.34 each while ads reached 1.5 million people and generated clicks from 18,125 people.
  5. A marketing agency generated new client leads for $29.26 apiece.
  6. An SaaS company used a whitepaper to generate 504 leads and 92 new demo signups for $26 per demo signup. Notable here was that the target was people who worked at Fortune 1000 companies.

Based on our experience above, people do click and opt in for B2B offers while they’re on Facebook.

The 4 advantages that Facebook ads have over AdWords and LinkedIn ads are:

  • Facebook has the largest audience.
    • Google is almost as big, but you can only target people looking for what you have. Facebook lets you target people based on job title, company, etc.
    • LinkedIn is much smaller than the other two.
  • Facebook ads are prominent enough for a lot of people to click.
    • Google also does a good job with this.
    • LinkedIn’s self-serve ads… what’s the last one you remember seeing? Exactly. Unless you spend $10k per month, you can’t use their more prominent “enhanced” ads. So the biggest problem is that your LinkedIn self serve ads don’t get seen and therefore don’t get many clicks.
  • Facebook has the lowest cost per click.
    Facebook clicks are usually below $0.75 and often as low as $0.10.

    • Google ads average over $2.50 per click and can go up to $25.00.
    • LinkedIn ads average over $3.00 per click and often are as high as $6.00.
    • Twitter ads are usually $1.00 – 1.50 each.
  • Facebook ads reward you for trying more ads and targets.
    You can lower Facebook ad costs by 50% or more when you create ads that get higher click through rates.

    • Google ad cost per click doesn’t vary much no matter how you optimizes- less than 10%.
    • LinkedIn ad cost per click doesn’t vary much either.
    • The same is true for Twitter ads.
  • BONUS: Facebook ads can target people by job title, company, seniority, what they majored in at college, net worth, income and nichey jargon. All of these can be used to hit your exact B2B prospect.

So, Facebook ads reach more people, grabs more attention, cost less, and cost a lot less if you work at it.

Now that you know Facebook ads are so effective for B2B, why aren’t you using them for lead gen?

The 4 Requirements for Facebook Marketing Profits

Posted on Posted in Advertising, Facebook Advertising, Facebook Marketing

Not every company profits from Facebook Marketing.

But before you blame Facebook, let’s talk. 🙂

It might be you.

Now hang on. This article is based on our experience of what works and doesn’t work for ourclients.

We’ve managed a ton of Facebook marketing. We’ve worked with companies like Dramamine, Chloraseptic, NBC/Universal, Carl’s Jr., PrideStaff, and Humana. And we’ve helped dozens of infopreneurs and small businesses.

We want every client to get them the biggest possible results for their key metric. When the client can make leads or sales the goal, we push for that. Usually, small businesses are focused on leads and sales because they must profit to stay afloat.

Some clients can’t go after leads or sales. There may be a tracking problem. For example, some Consumer Packaged Goods are sold via multiple retail stores. And the brand doesn’t get access to the retailers’ analytics. So they focus on engagement or traffic to the website.

But Facebook can and does produce profits:

The digital marketing industry is beyond the question of whether Facebook marketing can be profitable.

Whether Facebook marketing is profitable for you, hinges on four primary factors:

  1. PROFIT: Do you have the profit margin and cash flow to advertise? And is #4 below providing you the profit to continue to advertise?
  2. TESTING: If you advertise, do you test enough? Are you testing images, headlines, body copy and targeting? Are you creating at least 10-20 new ads a month?
  3. SHARES: If you don’t advertise, do you have content amazing enough to proliferate itself via shares? This one is hard to rely on. Many companies can get additional reach from shareable content. But it’s rare that a company creates a truly viral marketing campaign, especially if they are budget-starved. More often, someone gets several hundred shares and start calling their content “viral” whether it was truly contagious or not.
  4. CONVERSION: Is your website, squeeze page or shopping cart converting at a high enough rate to deliver you an acceptable cost per action?

To succeed with Facebook Marketing, you must do the best practices. Stick to the core elements. What are they?

Facebook changes a lot. But, I wrote recently, we have not drastically changed our Facebook strategy since 2010, except for shifting away from fans toward email acquisition in 2012.

The people and companies who have had to switch Facebook strategies were not focused on core Facebook elements.

The two core elements of Facebook Marketing have always been the newsfeed and advertising.

This is underscored by how Facebook mobile works: Posts only. No tabs.

If you weren’t doing Facebook advertising by 2013, you were behind. The alarm bell that ads would be required for Facebook, and that organic reach wouldn’t be enough, went out early in 2012. If you didn’t hear it, you weren’t paying attention. Facebook ads are essential.

Some people try to avoid ads. I’ve written why every business can and should spend at least $1 a day on Facebook ads. Avoiding ads on Facebook is the biggest Facebook marketing mistake you can make.

In conclusion, we recommend you:

  • Advertise with Facebook
  • Test A LOT of ideas
  • Optimize landing pages and shopping carts conversions

If you do those three things, you’ll have a very good chance of profiting from Facebook marketing!