We all saw the major announcement that GM is pulling the plug on their paid Facebook display campaigns. First we wondered why, then we wondered if perhaps we should too. I know I did. While Ford had a different opinion, the decision by GM to focus more on their page and organically building a following of engaged fans seemed like a good course of action. On the other hand, why are some brands, such as Ford, benefiting so much from Facebook advertising?
First, let’s get over a couple things…
Facebook is for B2C, not B2B
Whether B2B, B2C or B2B2C, lead generation and customer acquisition is our goal. B2B’s have different channels and different means to reach their target audience same as B2C’s. I will say there are plenty of examples where Facebook advertising has worked for B2B’sbut you have to consider the goals of these companies. Typically the best use case for Facebook advertising when it comes to B2B, is to promote your fan page, lure the prospect in with your content and continue to engage with them – make it sticky!
Facebook is equivalent to Google PPC
Yes, it’s PPC (or you can choose CPM) but your ad is not displayed based on the fact that someone searched something relevant. The person must have raised their hand and said ‘hey, I like this thing or I am a member of this over here or I am interested in such and such.’ Just because someone searched “social media consultant” doesn’t mean anything – when it comes to connecting your ad with the inquirer anyways.
Facebook is not for me
It’s no secret that I m not a fan of Facebook – I just don’t like it. Ha! What I particularly don’t like is that unlike LinkedIn, you have to create your ads via your personal page. So you, yourself need to be active to use it for your business. Now there is a second part here and this is something I have talked about before. The whole idea of ‘I don’t like it so why would my audience?’ Get over yourself – I had to! If your audience is there, ready and willing, then you need to build a plan to reach and connect with them.
Now, back to the original question; can Facebook be used to generate leads? It’s a very good question and many jump and say yes and others are scratching their head and reading up on how to measure ROI. I will regurgitate and say that if your audience is on Facebook, then you should try it. Here are a couple tips from the Facebook ads team:
1. Use pictures of people (pets are even better). What do we do when we are on Facebook? Look at pictures of people. It’s no wonder these ads get more clicks. Just make sure your landing page is supporting the ad copy.
2. Use exclamations. We refrain from use exclamation points in emails and other pieces of content but they are highly encouraged on Facebook ads. So add them everywhere!!!
3. Tell them to do something. Don’t use up your precious characters describing your offer or why someone should like your page. Tell them to click here to like us – and don’t forget the exclamation mark!!
4. Image is most important, then header, then description. Put more thought into your image than your description. Should be simple enough.
Facebook ads can be effective at generating leads if your audience is there, if you are connecting with them the ‘right’ way, if your offer is compelling, if you track and measure everything you do.
What success – or not – are you seeing?