Facebook Ads were the place to be a few years ago with lots of clicks, high traffic to your site, and a serious return on the dollar for advertising investment.
Now it is a different story.
I work with small business owners to create the marketing the suits their unique ideal clients, their specific business, and their individual strengths. Often this includes updates to their websites. At times this means that I work with them as a marketing consultant to find the best return on their dollar for marketing and advertising investments.
In this post, I’m going to pull back the curtain on what I’m recommending for my clients so you can see if this may also fit your business.
Facebook Ads Return on Investment
I used to recommend Facebook Ads for many of my clients depending on their needs, their budgets, and who they were trying to reach. (I’ll note here that I didn’t recommend this for every client since one-size-fits-all marketing often actually fits no one.)
For a few years, this was a way to get in front of a particular group of people during their natural social media time. It shows up in their news feeds alongside posts from friends or pages they follow, and people would be likely to click on the ad before they even realized that it was sponsored content.
Not any more.
Now, many people are checking Facebook less frequently than in past years. They’re more likely to be suspicious of sponsored content since there’s little info on WHO is sponsoring that content. Some people even left Facebook due to the info shared in the Cambridge Analytical scandal.
There’s even been a wave of people who have dropped social media altogether or who take social media vacations or will do a social media detox.
When you take a step back and look at which social media outlets you use and how often, are you on Facebook less than in 2015? How about Twitter? Have you switched to Instagram or dropped off on your social media use altogether?
I’m encouraging clients to use the channels they’re in control of more often than relying on social media to carry their businesses.
What would this cover, you ask?
- Your website. On social media, you’re following the rules of each site. If it is your site, you can make the rules. 🙂
- Your email newsletter. I recommend this for all but a few clients since this is a direct link from you to your ideal clients who have subscribed to your email list.
- Consistently blogging to update your website AND share your expertise with your ideal clients. Giving them free content on a regular schedule is the way to go here.
- Your in-person network. Nothing beats this personal connection. Nothing. If you can make someone feel like you truly see them, understand them, and want to help them, you’ll be light-years ahead of someone who treats her clients like a number.
What’ll It Be?
So, what feels right to you for ways to connect with your specific ideal client to talk about your unique business? As much as I’d like to tell you that the above three suggestions will work for your business, it is up to you to know what you’ll consistently do to share who you are and what you do with your ideal clients.
I’d love to hear in the comments below about what your experience has been with Facebook Ads and with finding the consistent marketing (or advertising) that suits you and your clients!
Drop a comment below with your answers or reach out to me at firstname.lastname@example.org. I reply to each email.