Digital marketers have been telling you it’s possible to track everything when it comes to digital marketing.
By now you know that’s not really true.
E-commerce based jewelers have an easy time tracking ROI from Facebook. Take your online sales and divide by your ad budget. Presto: ROAS (Return on Ad Spend)
But what if you’re a local jewelry retailer who wants foot traffic in your store? Making decisions about Facebook ads is much harder for you.
That begs the question – what’s the point of running Facebook ads if you can’t track ROI?
Apply Higher Level Thinking
We work with quite a few clients who still invest in old-school, mass media advertising.
Mass media reps talk about the value of reach & frequency (they’re also pitching you bundled packages with digital, aren’t they).
Reach is the number of people you reach.
Frequency is the number of times that same person heard your message.
The more often a consumer hears your message, the more likely they are to retain that information and be able to recall it when they’re ready to make a purchase.
Marketing 101.
Reach & frequency are easily measured with Facebook ads.
In addition, we’ve found that Facebook ads work wonders in a few other areas that are important to local jewelry retailers:
Better Customer Experience
Facebook ads allow you to give consumers what they want: INFORMATION.
Your customers are probably showing up in the store with a picture of a ring they like on their phone. Why wouldn’t you want that picture to be of your merchandise?
Facebook ads allow you to offer people specific bits of information and then customize the messages they receive based on how they interacted with your brand.
Try that with a radio ad.
Driving Traffic
Facebook ads are a powerful tool for driving website traffic and building an audience.
Using Facebook to send people to your website creates actions you can measure such as phone calls, live chats, contact forms, add to carts and a whole host of other important website measures.
These are valuable actions you can measure.
Customer Interaction
It’s true. Most people on social media aren’t looking to buy right now.
But some are.
And others show some interest in buying soon. You can nurture that interest, especially if the ads are done correctly.
The ability to funnel social media users down into buyers is something you can’t do with mass media. And, I bet you wish you could track the response from individual ads you run to see which ones perform best!
Final Thoughts
Let me be clear – we’re NOT bashing mass media here. We love mass media. It makes digital marketing MORE effective.
What I’m encouraging you to do is spit out the “hook” of tracking Facebook ads to ROI, especially if you’re a local jewelry retailer.
Evaluating success when it comes to Facebook ads is a nuance, not a straight line… just like it is with other forms of advertising you might do.
