5 Facebook Mistakes To Avoid That Newbies Make
Facebook Ads offers different ways to advertise and scale up your online business such as targeting people, remarketing ads, lookalike audience, etc. However, how assertively you will gonna use these tools is what really matters. I want to break down five of the biggest Facebook marketing mistakes that I see newbies make. Let’s go through now:
Facebook Ad Mistakes to Avoid
# 1 – Focusing solely on getting more likes or followers
There are so many digital influencers out there with over a hundred thousand subscribers, but making pennies on the dollar. While other people with much smaller social media channels are very successful moneymakers. Honestly, it really applies to any social media network, indistinctly. The money is not in the number of subscribers, but rather on how you conduct them. 😜
They are still broke because they do not know how to monetize their social channels assertively. They do not know how to sell anything to those people. They still do not have the internet business acumen on the backend to actually turn their followers into customers. It means to say that if you have 5K followers or 1M followers really does not matter. The money is not necessarily in the number of followers that you have.
Facebook is the first choice for B2B and B2C marketers
The golden key is “I would really understand how to go through and start generating sales from a small following“. However, most people think like “I am gonna first focus on getting this massive following and then I am gonna go and make money“. There is not a quicker way to fail than just focusing on likes or followers on whatever social network you are trying to grow your channel. This kind of thinking really does not benefit you whatsoever.
Whatever social media platform you want to go through and grow, you should first design a sales strategy. For instance, one proven way to place yourself as an authority on social media is to build your mailing list. You can leverage your email list not only to communicate with those people that are interested in what you are saying, doing, or offering but also to rapidly grow your subscribers on YouTube, on Instagram, on Facebook, etc.
Once you get an email list of subscribers, you could recommend them like “Hey, join my Facebook group, which I was able to grow to over 7,000 real estate agents in just a few months” or maybe “Hey, go subscribe to my YouTube channel. We have got tons of free content over there and I have been able to grow that to over 30,000 subscribers in the last 12 months“. Of course, there are faster methods that you can implement to grow your channel, but this one makes people trust you more and buy easier from you.
# 2 – No targeting the right audience on Facebook ads
In 2018, Facebook Ads took away the demographic targeting for a while, so everyone freaked out and was thinking like “Facebook Ads are dead“. Targeting people using demographics is crucial in any advertising method. Let’s say you want to sell products like diapers and bibs, so you should target in your ad campaign people who already have babies, pregnant, etc. Fail to segment the right audience for your products, and you will not get any sales.
“ Demographic segmentation is market segmentation according to age, race, religion, gender, family size, ethnicity, income, and education. Demographics can be segmented into several markets to help an organization target its consumers more accurately.
Facebook users by age and gender
Beyond traditional Facebook Ads, this platform also allows you to target people through Custom Audience and Lookalike audience resources. A custom audience includes anyone who interacted with your net business previously, such as those who have (1) signed up to your newsletter with an email or a phone number, (2) bought your products and/or services, (3) abandoned a cart at your checkout page, or (4) visited your fan page, etc.
“ A custom audience is an ad targeting option that allows advertisers to target an audience from an uploaded customer list. The list can be comprised of people from a customer file or people tracked by the Facebook pixel who have visited or took actions on a website, app, or Facebook page.
Basically, you upload your email list to your Facebook account and say “Here is my list of leads that are my potential buyers (i.e. my own custom audience)“, and further expose them to Facebook Remarketing Ads. The latter is like Amazon advertising. Once your lead has clicked a single product on your web store, all of a sudden he starts to see this exact product across a network of websites. Remarketing practices used to be more effective rather than merely targeting people through traditional ads.
Targeting people is something like “I want to just find everyone that is a real estate agent?“. While retargeting people is about “I want to show this new ad to the same group of real estate agents that saw my old ad before?“. Believe it or not, retargeting ads may bring you an increase of 25 – 30% in your sales, typically. Then, you can create a lookalike audience from your Custom Audience.
“ Lookalike audiences are a Facebook segmentation tool that finds users whose demographics and interests are similar to those of your existing followers. Focusing on just 1% lookalike audience size works well, in general. In the U.S., a 1% audience size is around 2 million people.
You can also focus on just 1% Lookalike audience, by saying, “Hey Facebook, here is the list of my custom audience. Here is all my leads. I want you to find other people that look just like these leads, so they have the same interest. Perhaps, the same demographics“. Even though you cannot target by Financials if they are a homeowner or anything like that, Facebook still knows that data, and use it grow your lookalike audiences.
When your custom audience is based on website traffic, just a 1% lookalike audience size works well because it gives you a closer match to the people who are interested in what you are doing. You really do not need a scale beyond the 1% Lookalike audience until you are spending more than $2,000 per day on your advertising. And note that a lot of people do not really ever get to $2,000 per day on your advertisement.
# 3 – Lacking a tracking system on Facebook
As expected, tracking systems are not usually taken by newbies. They used to adopt a strategy that barely works in a short period of time, as well as prevents them to identify business’ bottlenecks. This strategy can be summarized in a single thought: “I am gonna put X amount into Facebook Ads. As long as I am making money back out, then I am good, right? Since I made money so I am good. I am just gonna pocket it, and nothing else matters“.
This “no tracking” situation is similar to someone else that tries to lose weight, and then eliminate one or another food for a week, but has never weighed itself. If you are not taking measurements you cannot identify the foods in your diet that are making you fat. Or, when you look at yourself in the mirror, you do not know if you are actually losing weight or not. With your business, the same feeling comes up since you just have no idea where you are.
Google versus Facebook ad spending by U.S. users
Businesses that are not tracked get less information about their site’ visitors profile and performance of paid traffic sources used. They do not even know how the changes they do on their websites impact on user experience. Once you set a tracking system, you will start to make data-supported decisions, instead of just thinking-based decisions, and this paradigm-changing will make you feel more confident about where you should invest your money.
As an account manager, do not just rely on the numbers inside the Facebook dashboard. Actually, use Google sheets to monitor your data, install Facebook pixels plugins, etc. Whatever niche you are in, you should be using a tracking system on a daily basis. When you are managing a business, it sounds natural going through a number of questions as stated below. Then, track all these numbers so that you can have a really good pulse on your business.
(a) Is your ROI the same?
(b) How much can you scale up?
(c) How much money did you make?
(d) How much money did you spend?
(e) How much was spent on Google?
(f) How many leaves did you generate?
(g) What is the lifetime value of those leads?
(h) Have you got to have all this tracking in place?
(i) How many leads were added to my email list today?
(j) How many sales came in through my Stripe or PayPal?
# 4 – Misunderstanding on how to convert leads into sales
Newbies usually think they will throw money at Facebook Ads and magically make money just because YouTubers they know are making money in this way. They are like, “I am gonna get leads, likes, or whatever it might be“. However, after they generate a lead they have no idea what they are gonna do with this lead or how to convert this lead into a customer. They do not even know how easy is to lose money on Facebook Ads.
“ Sales funnel (also known as a revenue funnel or sales process) refers to the buying process that marketers lead customers through when purchasing products. The funnels usually find in Internet Marketing have low-ticket products as the front end to seduce the audience and high-priced items to sell as backend products.
Typical sales funnel
There are ѕіx ѕtаgеѕ іn a typical ѕаlеѕ funnel. Whаt fоllоwѕ are a ѕеrіеѕ оf ѕtаgеѕ that buіld оn each other, whеrе your сuѕtоmеr mоvеѕ сlоѕеr toward making a рurсhаѕе. Below аrе mоrе details аrоund еасh sales funnel ѕtаgе:
- Awаrеnеѕѕ: Thіѕ is the іntrоduсtоrу phase where prospects are lеаrnіng whо уоu are, whаt you do, аnd how you аrе unіԛuе. Thіѕ ѕtаgе corresponds to thе prospecting and lеаd gеnеrаtіоn ѕtаgе оf уоur ріреlіnе stages.
- Dіѕсоvеrу: In thіѕ ѕtаgе, уоu аrе ѕhаrіng vаluаblе соntеnt related to your рrоѕресt’ѕ need. This ѕtаgе occurs whіlе уоu аrе ԛuаlіfуіng уоur prospect, соnduсtіng іnіtіаl meetings, аnd dеfіnіng their nееdѕ.
- Evaluation: Durіng Evаluаtіоn, уоur prospect іѕ еvаluаtіng уоu, уоur соmраnу, уоur рrоduсtѕ, and уоur services. Thеу аrе аlѕо lооkіng аt оthеr орtіоnѕ. At thіѕ point, уоu’vе probably sent thеm аn іnіtіаl ԛuоtе or рrороѕаl.
- Intеnt: In thе Intеnt stage, уоur рrоѕресt has mаdе a dесіѕіоn to buy from you, but the dеаl hаѕn’t сlоѕеd yet. Hеrе, уоu аrе nеgоtіаtіng tеrmѕ оr fіnаlіzіng уоur рrороѕаl.
- Purсhаѕе: The deal is сlоѕеd аnd уоur prospect is now уоur nеw сuѕtоmеr. This is the honeymoon рhаѕе аnd рrеѕеntѕ thе bеѕt opportunity to аѕk for rеfеrrаlѕ. Thе corresponding ріреlіnе stage is сlоѕіng the dеаl.
- Lоуаltу: Thіѕ is post-purchase, whеrе уоu hаvе аn орроrtunіtу tо fоllоw-uр to see hоw the product is wоrkіng and аѕk for rеfеrrаlѕ. If уоu’rе wоrkіng on a project, thіѕ іѕ a grеаt tіmе tо lооk for аddіtіоnаl ѕаlеѕ opportunities.
If you are not skilled yet, and you are mainly trying to sell low-ticket products (e.g. ones costing up to USD 50) on Facebook, it is no rare to set up advertising campaigns that bring on a negative ROI (i.e. you pay more than you earn). If you are handling low-ticket products, so place them into a sales funnel. You need to have a whole funnel laid out of, what looks like,
(a) Are you sell to your leads first a low-ticket product and then a high ticket item?
(b) Are you stack your leads through a lot of lower ticket items?
# 5 – Focus on a single funnel if you have a limited budget
Some marketing gurus like Russell Brunson conduct different ad campaigns on FB for different sales funnels, simultaneously. Hey you, “Everybody knows you are trying to be the next Russell Brunson“. And there is nothing wrong on working to reach his achievements. However, note that, unlike beginners, he has a massive capital budget, and a number of full-time people to create and test out all these different sales funnels, and finally, run their Facebook ads.
Suppose you own different sales funnels because someone else says they are great. Then, when you try to sell all of them at the same time, you will be prone to fail so quickly. It is because you will scatter your focus and your small capital budget. If you are a newbie and only have $100 a day so you need to focus 90% of your marketing budget on a single funnel. I would recommend a webinar funnel but it is up to you! Put the majority of your budget behind one or two funnels just like Sam Ovens does.
“ Sam Ovens has been able to grow so fast managing all of his ads to go to just one single sales funnel. He was spending last year over $10K dollars per day on advertising on just one funnel. He literally has one webinar funnel that sells a $2000 dollar ticket item and nothing else more! Then, he has an upsell to a $6000 dollar ticket item, and then to his $25,000 mastermind program or whatever it is. That is as simple as his business.
Actually, most of the money that you invest in paid advertising can go through cold audiences. That is why you should avoid getting your Facebook advertising budget too scattered. Focus on a single funnel if you have a limited budget. Besides, you should separate a little bit of your budget to go towards Facebook Retargeting ads. When you remarket people that you have already interacted with you, your conversion rates increase substantially.
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