I keep hearing this over and over again from jewelers: “I’ve tried Facebook Ads, but didn’t see the results I wanted.”
There are usually a few common threads as to WHY, and this week week on the High Level Thinking podcast, Andre’ sits down with one of the leading Facebook marketers in the world in the luxury/retail space to talk about them.
This episode on social media advertising covers:
- Common Misconceptions About Facebook Marketing
- Is Instagram a Better Place to Advertise?
- How to Get Facebook Ads to Work for You
If you have struggled with Facebook marketing in the past, we encourage you to tune in! You may be inspired to give it another try!
#1 – Common Misconceptions About Facebook Marketing
The biggest misconception about Facebook Marketing is how quickly you should expect to see a return on investment.
As a business owner, you likely keep a close eye on where your money is going and what it is doing for you. However, when you are starting fresh with Facebook advertising, it can take a few months to gather data, test drive campaigns, and learn what works for your brand.
These are important steps in Facebook advertising, so having the patience to work through is crucial.
Another huge misconception is that Facebook is a place to sell, sell, sell.
Derek stresses the fact that you have to use Facebook as a tool for engaging with and warming up your audience, not just selling to them.
The reality is that when someone is scrolling through Facebook they are not looking for something to buy right then and there.
People use Facebook to connect with people, so it’s important to use your ads to develop a relationship and trust with potential customers, not just sell your stuff.
#2 – Is Instagram a Better Place to Advertise?
There seems to be a rumor going around that Instagram is the better and “cooler” place to advertise.
While Instagram usage is up and is a perfectly acceptable place to advertise, you shouldn’t discount Facebook so quickly.
Yes, Instagram may have the younger, trendier audience. But Facebook is used heavily by users 30 and up AKA people with more discretionary income.
Facebook has also done a great job of adding more features that ensure it’s not going away anytime soon. The messenger feature has become a primary form of communication for some people. Many people are involved with Facebook groups that they are passionate about.
Derek’s answer is that it will depend on your brand, industry, and audience.
Your best course of action is to test it out. Try advertising on both platforms and see which one gives you better results.
If one platform is producing more sales at a cheaper cost, then that would be a clear sign to invest more money into that platform.
#3 – Giving Facebook Marketing a Fighting Chance
After asking Derek what his one piece of advice was to anyone selling a high-end product on Facebook, he explained that brands should give their ads more time to run before calling it a failure.
He explains that you cannot expect to advertise a $1,000 product and spend $5 on your ad. Facebook needs more time to collect data and serve your ad to the right audience.
He also mentions that if an ad is performing well in the beginning and then fizzles out or produces expensive results, you should not be discouraged. Rather than throwing out the whole ad and giving up, spend time optimizing your campaign. This may include changing your message, adding retargeting ads, or increasing your budget.
To get in touch with Derek, you can find him on LinkedIn at https://www.linkedin.com/in/derekstroh/