Most people are on Facebook these days. From teenagers to employees to stay-at-home moms to senior citizens. In fact, Facebook has more than 2.2 billion active daily users.
This means that 2.2 billion people are posting, commenting, liking, or browsing Facebook every day.
That’s 2.2 billion people you can reach by posting and advertising your business on Facebook.
But for some reason, more than 60 percent of small businesses feel like their Facebook ads are not working.
According to a study by Weebly, a web design company, small businesses believe that their Facebook ads are not hitting the mark and that the social media network is not the right place to spend their dollars in.
The thing is, Facebook ads DO work.
96% of all B2C marketers use social media in their content marketing, and 97% of them use Facebook. That means Facebook should be working for them, right?
But just like any advertising platform, there is a formula you need to follow for it to deliver results. If small business owners seem to be struggling with Facebook ads, they must be doing something wrong.
Here are some of the possible reasons why small business owners are failing at Facebook ads while big businesses are not.
Reason #1: Lack of understanding of the content marketing process.
Let’s face it: unless the entrepreneur has a lot of experience in the business world, his or her basic understanding of the whole content marketing process is still in the beginner stage. Facebook ads are not like traditional ads. You need to understand the content marketing sales funnel to maximise your efforts.
Reason #2: Lack of strategy, plan or system.
Small business owners, particularly startups, don’t have a lot of time on their hands. This creates a huge dilemma because you need to dedicate some time to strategise and create a plan. You need to have a clear vision of what you want to do, where you want to go, and how you plan to achieve your goals. Without a clear direction, all your efforts will be lost.
Reason #3: Not spending enough time on Facebook.
Only more than half of small businesses are spending at least an hour per week on their Facebook campaigns. But with 3.3 million posts being shared on Facebook every minute, you’ll be way behind the next time you log in. Being active on Facebook increases the chances of your ad being seen and reaching more people. Your post will be buried under all the noise if you do not post regularly. So make sure to invest time on Facebook.
Reason #4: Not spending enough money on your ads.
82% of businesses spend less than $50 on their Facebook ads and more than 50% don’t invest in Facebook ads at all. And you’re wondering why your Facebook ads are not hitting their target.
It’s understandable if you’re not too excited to spend on something that you’re not sure will work. Fortunately, Facebook offers a lot of ways to experiment which ads would most probably have better results. For example, you can turn an organic post with good engagement into an ad or you can do split testing. Once you’ve figured out which ad would be good to invest in, set up a reasonable budget.
Reason #5: You’re targeting the wrong audience.
What makes Facebook powerful as an advertising platform is its suite of targeting features. No other social media platform can compare to Facebook’s targeting mechanism. If you’re seeing less favourable results on your Facebook ad campaign, it’s possible that you’re not tapping out its full targeting potential.
Let me guess. Is your audience defined using the gender, age, and location metrics? If you’re using these basic criteria to build your audience, then it’s no wonder why you failed. You need to include powerful insights such as interests, behaviour, and activities to deliver your ads to the right people.
At the end of the day, remember that Facebook Ads work. Just because some small businesses are failing, doesn’t mean that it doesn’t work. Several companies have proven this fact and most of them still use Facebook for their content marketing.
The problem lies not with Facebook, but with how you approach it. Create a strategy, understand how Facebook marketing works, and be prepared to invest time and money to get the results that you want.