The 5 Facebook Ads Every Company Should Run

Facebook is the king of social media. It has the most users and the best advertising platform.

You absolutely have to be marketing on Facebook. Everyone does. Period.

And because of the organic reach problem you have to be advertising on Facebook if you want to market on Facebook.

But Facebook advertising is a blessing, not a curse.

Here’s why I love the Facebook ads platform:

  • Biggest reach
  • Most affordable
  • 13 types of ads
  • Reach anybody for any purpose
  • Works for B2C and B2B

It’s a big, sophisticated, powerful platform you can easily get lost in, even if you’re an expert.

So let me simplify things for you.

The 5 Facebook ads every company should run are:

  1. Ads to your ideal customer
  2. Website conversion ads
  3. Email custom audiences (and retargeting)
  4. Promotion of “emotional selling” posts
  5. Video view ads

The #1 Most Important Ads You Can Run on Facebook: Ads Targeted to Your Ideal Customer

The most important kind of ad you can run on Facebook is an ad that targets your ideal customer.

So how do you find out who that is?

If you have the ability to upload a buyer list of e-mails to Facebook audience insights, then you may be able to find out more about them through that tool. If you find out what’s unique about your buyers compared to a list of leads who don’t buy or to your fans, then you’ll be in great shape.

What you want to know is what are

  • their interests on
  • their personas
  • their education level
  • their income level

…and all those other factors that are in audience insights that you can use to target with Facebook ads.

What’s unique about your buyer that you can target with Facebook ads?

If you can’t use an email list of buyers and Facebook audience insights then you may have to run Facebook ad tests using website conversion ads that are fairly aggressive about sales to a number of different Facebook ad targets and see which one responds the best. And I mean being really specific about what you sell and how much it costs so that only the best people will respond to these ads.

Once you have a really good idea who your best customers are and best responders are on Facebook and you’ve figured out how exactly to target that on Facebook then the most important ads you run are going to be the ones that target your ideal customers… whether those are post promotion ads or video view ads or whatever kind of ads, the ones you target to your customers are going to teach you the most.

Because, whatever you’re doing, who cares what some fan thinks, if they’re not buying? If they’re not in your ideal buyer profile?

The most important ads for you to run are not ads to your fans and not ads to people on your newsletter email list- they’re ads to new people who fit your ideal customer profile.

#2: Website Conversion Ads

So many people run Facebook ads and don’t even know this ad exists, and they don’t know why they’re not getting leads for sales.

It’s because they’re not running this kind of ad.

This means sending people to websites or landing pages for leads or sales. And it requires setting up conversion tracking, or the ads won’t function as conversion ads.

If you’ve never set up Facebook ad conversion tracking, you haven’t done this. And that’s why Facebook isn’t working that great for you.

#3: Ads to Email Custom Audiences

Retargeting is really important.

But it’s not magic. It’s not as big a deal as some people think it is. Why?

Because it takes a while to get enough people into your retargeting audience for there to be enough to matter. Since only a few % click on ads, you have to have thousands of people in the audience before it generates any noticeable traffic back to your site. And overall, it doesn’t bring most people back.

But retargeting is a best practice.

It keeps you top of mind. It creates affordable sales you would have lost otherwise.

When most people think of retargeting, they think of website retargeting. Website retargeting means people have been to your website and they’re getting shown ads based on that or based on a specific URL that they’ve been to.

But there’s another kind of retargeting (that’s not really called retargeting but you can think of it that way) and that is the email custom audience which I think is much more powerful for a lot of people and surprisingly few people use it.

What is it? You can upload any email list to your Facebook ad account’s audiences section. A certain percentage of those people will have the same email list for their Facebook ad account and so those people will match and you’ll be able to show them ads.

So you can upload:

  • Your buyer email list,
  • An email list of leads,
  • An e-mail newsletter subscriber list,
  • All your LinkedIn connections (download them first)
  • All of your personal email connections or Gmail contacts

…and then target those people with Facebook ads.

For myself, I have a huge list of everybody that has been to all of my different websites all of my LinkedIn contacts and all of my Google contacts all together.

My custom email audience is over 30,000 people.

Think about your email lists- when you send them emails, only about 20 to 30% of them open the emails, right?

But if 50 to 60% of your email lists match on Facebook, you can get ads in front of all of those people. And those people who aren’t opening your emails right now? You can:

  • Put your latest video in front of all those people.
  • Get them to interact with your latest post.
  • Influence them.

#4: Promoted “Emotional Selling” Posts

I have mixed feelings about post promotion ads. There are so many companies out there that have grown fan bases that are completely useless. They don’t understand that their fans aren’t seeing their posts.

They create posts no one sees and they boost those posts and their fans interact with them but that’s all that happens. Their Facebook page is this almost-dead thing they’re clinging to and trying to get people to interact with so that they can pretend their Facebook fan base isn’t really dead.

The Facebook fan base really isn’t doing anything for these companies’s bottom line. They need to step back and think about the fact that they’re in business to make money. And they probably need to grow their email list.

So that’s why the website conversion that is so much more important than a post promotion ad (boosted post).

But there is a kind of promoted post that’s worth doing.

I’m going to ask you do a specific kind of post promotion ad- I don’t want you to just promote whatever post you’re doing.

Because promoted posts are not going to make a huge difference if the posts themselves aren’t that persuasive to your audience. Most of what I see people post on Facebook is not that persuasive.

Some people do a fairly good job of getting people engaged to because they engage people’s emotions.

But very few people bring to bear the decades and decades of copywriting wisdom that’s out there. Be honest: how many copywriting books have you read? How much copywriting have you studied?

Very few people are bringing what they know about their company’s unique selling proposition into their Facebook posting.

And very few companies have done a deep dive into their ideal customer enough to know how to activate their ideal customer through their Facebook posts.

The most important post promotion ads that you can create are the ones that activate your ideal customer’s emotions…

  • What fears do they have?
  • What do they love?
  • What are their dreams?

These are the things you need to identify that are going to emotionally move them towards a purchase.

You won’t know what these are when you start, but you need to have some ideas what they are. You need to develop some questions about what they are… some theories. And test those theories by creating posts.

If you’ve done that work above to figure out who your ideal customer is and how to target them on Facebook… if that work is strong, then these Facebook post that you’re creating to emotionally move your ideal customer will have an effect on your bottom line.

What we’re talking about is the emotional part of selling. The emotional part of marketing. The irrational part of your customer’s decision-making process.

You need to get inside their head and their heart.

And the way you’re going to know that you’re on track with that is

  • Engagement rate will go up.
  • Click-through rate will go up.
  • Some of these posts will create leads and sales.

#5: Any of the Four Types of Video Ads

Videos are so hot right now we can’t not choose the video view ad. People love to watch videos just like they love to watch TV. Videos are powerful and Facebook can get you a lot of video views.

Now you have to keep in mind that there are four different ways you could run videos through the Facebook ad platform. You could use it as creative in a website click ad, a website conversion ad, a boosted post ad, or the video view ad. And each one of those has a different objective. So you’ve got the video you just need to make sure you understand what goal you’re choosing.

If you want to get video views more than anything else the video of you at is your choice. The video view ad is a powerful way to get more awareness for your brand. And it’s a great way to educate people.

I made it the fifth option in part because not every company is creating video yet. I’m trying to go a little easy on those companies that are stuck.

But also because I have mixed feelings about video view ads- you get a LOT of different metrics on videos back, and it’s tough to decide which metric you should judge their success on. If you’re going to look at how long people viewed them for, since every video has a different length, I don’t think you can look at % viewed- look at the sheer duration in seconds. And think about why you are showing it to people- if it’s not to get a conversion, we can’t judge it by conversions… but are we happy with just getting views? Ultimately I’m not- I think videos a are powerful part of branding, but also should be used in website conversion ads to see if they work as well or better than any images you might be testing.

And if you haven’t started creating video, you need to get to it. The obstacles are probably in your head. Your standards are probably too high. A lot of companies and individuals are creating video and people are enjoying it. Don’t let perfectionism stop you from getting something done.

And that’s it- the five types of Facebook ads every business should run.

How many of them are you running?

CONTENT UPGRADE ADS WEBINAR

This Is Why Your Facebook Ad Spend Is Being Wasted

Are you running Facebook ads and sending traffic to your website or e-commerce store or squeeze pages but not getting leads or sales or newsletter signups?

If your Facebook ads aren’t getting leads or sales, the real problem may be very, very simple.

It’s tempting to think:

  • “Facebook ads don’t work!”
  • “People don’t like what I’m offering!”
  • “I’m horrible at ads!”

It might be much simpler than that.

If you don’t create website conversion ads, AND set up conversion tracking properly, you may get a ton of traffic and no conversions.

Every Facebook ad has one goal, and only does a good job at that goal. (This GOAL is actually set at the campaign level, by the way)

  • A boosted post gets likes comments and shares. Sometimes it will get you some expensive link clicks ($1-2 CPC) Maybe one of those people will convert but it will be very expensive.
  • A website traffic ad simply gets you traffic. There’s no guarantee that these people will convert.
  • A video view ad gets you video views… same deal as with boosted posts, if you get clicks and conversions, they’ll be expensive. And by the way, you can create website conversion ads with videos in them… so if you want conversions, don’t choose the “get video views” objective.

The first thing you need to do is go to either Ad Manager or Power Editor and create the right ad for the job.

If your goal is leads or sales, you have to choose INCREASE CONVERSIONS ON YOUR WEBSITE.

But that’s not all. If you don’t set up conversion tracking, your ad will still function like a website traffic ad, getting you a bunch of looky-loos who do nothing of value on your website.

So you have to go to the PIXEL section of Ad Manager, put that pixel on every page of your website, and then set up your conversions. There are two types of conversion tracking these days, and we find that Custom Conversions are more reliable. We’ve had a couple of clients where the Standard Events conversions did not track accurately.

Setting up this tracking can be nerdy and frustrating, and you need to check the conversions to make sure they’re active and the pixel dashboard to make sure those conversion URL’s are showing up BEFORE you run your ads, or you will waste a ton of money.

There are many other reasons why Facebook ads don’t work… the wrong placements, the wrong targeting, bad copywriting… but if you don’t START with website conversion ads and conversion tracking, none of the rest of that matters.

To learn more about this and everything about how to get better Facebook ad results, get into my course: The Facebook Leads and Sales Machine.

Or, hire our agency to do it for you!

Why Likable Ads Cost 10x Less on Facebook

Facebook lowers your ad price the more people LIKE it.

You get 10x the exposure from likable ads compared to unlikable ads.

Why? Facebook charges you less for likable ads because they need to keep their users. Unlikable ads could make users leave Facebook.

Here’s a dog post that reached a million people for $400.

Why a dog? People LIKE dogs.

You can make the dog (and other likable things) relevant to your business. I’ll show you how.

In high school, kids hang out with the unlikable kid if he’s rich. He has to pay people for attention. But they’ll buy the cool kid lunch even if he’s poor if they LIKE him.

You may already know how to do great sales messages for your company. But people don’t always LIKE pure sales messages.

And if you take my Facebook ads course, I can show you IN DETAIL how to make your sales messages more likable, so you can get 10x the exposure!

10 Dramatic Copywriting Formulas From The Super Bowl

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.

3 Reasons New Websites Fail at Launch

We’ve done lead gen for dozens of companies in the last five years, mainly via Facebook ads (although we provide other services like AdWords and landing page and funnel creation, but Facebook is both hot and indispensable).

We also provide feedback when they run into conversion issues…. because, of course, if their site isn’t converting at a minimum level, our ads don’t look like they’re doing very well. That’s how we get low cost new site users and registrations.

Do you want more new users, and a lower cost per user?

We’ve seen some common obstacles and mistakes companies make…

The 3 Biggest Reasons New Sites Fail at Launch

Do you want to create a site that customers really want to use?

The biggest failures we see are when creators:

  1. Aren’t solving customers’ real pain points
    (Mistake: “This is what we THINK their problems are.” Stop thinking and start asking.)
  2. Didn’t create something customers really want
    (Mistake: “They SHOULD want this, right?” I don’t know. You don’t know. Find out.)
  3. Require new behavior that people may not comply with
    (Mistake: “This is cool and NEW, so people will go through hell to get it, right?” But new things are unproven)…

…and thus you may get low conversion rates, which means high cost per user acquisition, or no conversions, which is very disturbing.

Do you want to avoid those mistakes?

How NOT to Build a PIG

Marketing and advertising, at worst, is lipstick on a pig.

How to avoid building a pig: start with what customers need and want.

Survey before building using tools like surveymonkey combined with Facebook ads to your ideal target audience.

Isn’t knowing better than guessing?

Find out what they REALLY want- not what you THINK they want.

Test Your First 100 Visitors

Do you want to know how well you’re actually doing?

Make sure your website is converting from the start. Track mercilessly.

Can’t you just grow virally or for free on social media? Not every niche or product is super-shareable, so sometimes you still need advertising to get your first users in and learn from them.

Do you want to pay only for the customers who are the best fit?

Advertising ensures you’re reaching the right people. Organic social media is a crapshoot. Who knows who you’ll get. Maybe people who don’t need your site.

Do you want to grow fast and make your users super-happy?

The companies that thrive are the ones that evolve quickly based on analytics and user feedback.

Use tools like hotjar to watch what real users do and where they run into trouble.

You can also use their poll to implement the Ask question process on your website.

Do You Have a Conversion Problem?

A conversion is when you get a user to do something:

  • Register
  • Opt-in
  • Buy

It’s what you want them to do.

You must be able to see your conversion rates.

Do you want to accelerate your success and lower your costs?

Users should convert at at least 10-40% for free services, and at least 1-2% for paid ones.

  • If you’re over those benchmarks, you’re on track. Then great marketing can accelerate your success.
  • If you’re below them, something is wrong: targeting, user experience, product concept, copywriting, etc.

Do you want to avoid wasting money?

Make sure you have Google Analytics goals set up, and you’re tracking properly with Facebook, AdWords and other conversion code. These need to be tested so you are 100% sure they’re accurate as early as possible, ideally BEFORE you pay for ad traffic.

Do you want to be able to KNOW WHAT users DO on your site?

Program your website so that every page has its own URL, or you’ll have trouble tracking user actions. For some reasons a lot of programmers like to make things happen without the URL changing, but this creates tracking problems. You won’t be able to get the info you need to find out what’s wrong or get better results.

GA behaviors don’t lead to as good reporting as GA goals. You want to be able to map goals back to traffic source, landing page and more.

Do you want to know the best webpage to send them to, so you can get the lowest cost per new user?

One of my favorite custom reports in GA maps landing page (the first page they came to on the site when they visited) to conversion rate. That way I know what the best first page is to send people to with ads:

Split Testing Is NO LONGER Optional

Do you want to learn WHAT makes customers DO what you want them to DO?

Custom website programming causes a lot of tracking and improvement obstacles. One of them is the inability to split-test.

You need to be able to test multiple versions of your opt-in or registration pages. This is no longer optional.

Creating only one version of a user registration form and not being able to improve its conversion rate is a vulnerability for your business and increases the cost of customer acquisition.

Split-testing…

  • Increases conversion rates,
  • Lowers customer acquisition costs
  • Teaches you what they respond to and what they don’t.

You can get better results throughout your company by applying those learnings:

  • To your ads
  • To your product development plans
  • To how you write emails
  • To your customer service FAQs
  • To your intro videos, etc.

The best market research is the data that shows you what your actual customers respond to or don’t.

This is the most valuable info you can get about them- what will make them take action.

That’s why landing page optimization tools like LeadPages and ClickFunnels and Unbounce are doing so well right now.

(I actually split test the titles of my blog posts, too, even this post!)

Want to create an awesome site AND get lots of new users affordably?

Some people go so far as to say the website is dead… but you and I know many companies want to create something new and unique- my recommendation is to think modularly:

  1. Let your website do what it specializes in, but
  2. Plug in a landing page tool + email marketing service to get customers into your SaaS.

If need be, create a data-bridge program to pull customers from the email service into your database. (Or… feel free to program your entire own split-testing platform- But that would be a ton more work.)

The upshot is:

  • Don’t reinvent the wheel.
  • Don’t use a crappy wheel that doesn’t function just because you programmed it.
  • Don’t build a car that doesn’t have wheels (in this analogy, split-testing is a wheel).

Use industry best practices and plug into the services that are already out there.

Make sense?

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

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

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.

5 Copywriting Profit Tips with Alyson Lex [Video Interview]

Alyson Lex is BACK and this time we’re talking about SPECIFIC copywriting tips, pearls, hacks… and things you should NEVER EVER EVER DO. Watch it! It’s free! And it will help you make more sales and make more money and look sexier at the beach!

Why Advertising Really is OK (Video Interview) with Gary Winchester

Two Facebook advertising experts discuss advertising vs marketing and paid vs organic. Why is advertising ok, and why is Facebook advertising so great?

Why Women Are Critical To Every Social Media Campaign

It was interesting that even in the Facebook discussion of the Superbowl, the top three gender-age demographics were female.

The Facebook campaign with the least commenting we’ve ever seen was for an action-sports-oriented page with 95% male fans. We had focused on building a completely male fanbase, since the client’s experience was that few women purchased their product. But we found out that the result was no discussion at all!

Women converse more than men? It depends. Some guys are more chatty. Some guys act like that cliched “strong, silent type.”

Even when you’re marketing in a male-dominated niche, we recommend you also advertise to women. They can be like the “glue players” that hold the team together. Most of us would rather interact in a mixed group, anyway. Some guys don’t want to talk only to guys.

Much as marketers look at 25-55 year old women as the household and healthcare decision-makers, we may want to look at them as central to social media conversations.

There may be a few exceptions- do you want women in your “low T” discussion? Well, maybe you don’t want to discuss that publicly anyway!

And sure, conversation isn’t always critical to social media profits. Too much talk may even get in the way at times. But if it’s important to you, don’t exclude women.