But I was running an ad on Facebook just like the one I run in the newspaper and it didn’t work!
Let me explain why it didn’t work…
Traditional advertising is not social media advertising. In fact, that is why you hear your should “promote” your business through Facebook, Twitter and the rest, not advertise. Because Traditional Advertising doesn’t work on social media – or email / online marketing. Period.
This concept of promoting one’s business on Social Media is one of the hardest for small businesses to wrap their head around.
You’ve been marketing for years! So you think marketing is marketing, right? Nope.
You’ve been creating your own ads for years! An ad is an ad is an ad, right? Nope.
Start with realizing that while it’s called Social Media Marketing, it isn’t marketing like you think of marketing.
It’s called Social Media Marketing because you can achieve marketing results, but you shouldn’t market your prospects on it.
TRY really hard to forget anything you know about Marketing.
Now think only about repeat/referral business tactics.
- How do you get repeat business?
- How do you get referrals?
- How do you increase customer loyalty?
Take the time to answer each one of these. If you are successful in your business at all, you KNOW the answers.
NOW, translate those answers into how you should use Social Media.
In other words…
Your posts should consist of you doing the same things you do to achieve 1-3 above.
Your pictures should consist of what you normally would be showing your customers on site and / or of what they would experience on site.
You’ll increase your fan base and insights by focusing primarily on your answers to #3.
Is this making sense? Are you noticing there’s little to no selling here? Are you noticing you are to focus on building customer relationships?
Try to think of social media as your neighborhood… People there know your name, your business name, what you do, what you sell, and more.
Is every conversation about your business? Is it necessary for you to remind them daily about who you are and your business? Do you talk only about product and pricing? Notice your answer to all of these is NO. Those neighbors would be hiding from you if you answered yes!
You cannot expect immediate results from social media. You didn’t get to know your neighbors in a day, nor they you. That’s why social media is a build. But the beauty of it is, once they know your name on social media, they are less likely to forget it because they’ll continue to see it over and over in their visits to their social media. All you have to do is be yourself.
So, back to ADS.
When you create an ad, your goal is not to get a rush at your store for some instant business. Your goal is to build relationships. So, the idea is to attract them to your page for a like. They’ll get to know you after that. While you are building your fan base, continue your regular methods until you have enough fans to let go of that expense! And don’t forget to include a request to like or follow on your ads, your email signature, and any online presence you have.