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Posts Tagged ‘Facebook ads’

Business Marketing Tip: Focus on the Positive

Wednesday, February 6th, 2013

Focus on the PositiveHave you struggled to achieve satisfactory results from past business marketing efforts? You’re not alone. Most entrepreneurs waste lots of valuable time struggling to find effective advertising solutions. Trying to grow a business and spending a small fortune in the process, only to get back very little in return, is a painful and unpleasant experience. The failure to bring on new clients via effective advertising will keep you from becoming successful. This inability to generate leads is common in new businesses, and forces most one-time business owners to abandon their dreams, back to the safety of a 9 to 5.


Don’t let past marketing efforts that failed to produce new clients lead to a fear of failure, or convince you to abandon advertising completely. It takes money to make money, all successful business owners and managers embrace this fact. New clients are a necessity for any business to grow and remain strong, without them your business will fail. So, the question is not whether you should market your business, the question is how can you best market your business? Yes it takes money to make money, but that money needs to work smart to make an impact. You need to find out how to allocate the money you do have into advertising methods that guarantee higher margins of profitability, and invest your advertising budget in new lead generation techniques that result in a measurable increase in new clients.


How could a profitable advertising campaign help your business grow? Visualize the success you want, and then focus your resources on the positive to make it happen. A positive outlook could provide the spark you need to evaluate and learn from negative advertising experiences, and create a successful marketing plan from past failures. Here’s how:

  • Go back and make note of every advertising method you have ever tried in the past
  • Now examine and make note of all of the current ways you are spending money to advertise your business
  • List each marketing type above in a spreadsheet
  • For each method in the list, write down the total amount of money spent on that advertising method to date
  • You should also calculate in the cost of time allocated by staff members to the total amount spent for each
  • Now add up how much projected revenue you’ve gained from each of those methods to date
  • Including recurring revenue from clients who found you via that one method but used your services multiple times


Your list may resemble the following, an example marketing analysis data provided by a Phoenix area IT firm:


Marketing Methods Analysis


How can you take a list like this one, built with data from your own business, and focus on the positive to turn around negative advertising adventures? To start, look at your list as a framework to learn from and build upon. The first step is to identify which advertising methods work and discard all others. It’s important to avoid wasting marketing budget if you want your business to grow. See the following graphic, we went through our sample list and crossed out all forms of marketing that resulted in wasted budget:



The above methods, crossed out in red, cost a total of $142,112 but only resulted in a total of $12,224 in revenues. That’s a total loss of $129,888. The first step towards success in marketing is eliminating those methods that fail to generate more revenue than they expend. If you are losing money, consider another medium. Your most important resource as a business owner is time, so don’t wait forever to take action. Reallocate your budget immediately by eliminating every advertising method you’re spending money on that isn’t working (those items in red above). Once you free up this money, you can either move those funds to advertising methods on your list that are proven to be profitable, or try new marketing avenues that you haven’t yet explored.


Focus on the Positive to Improve Your Advertising

To improve on advertising methods that are not as profitable as they could be, the solution is to focus on the positive. The return for methods on your list that are close to break-even can usually be improved by making a few adjustments. In our example above, the question was how can we improve our video ads to make them more profitable? For your list, evaluate your products and services from the your customer’s point of view. What service or product are you currently providing that existing clients really like? Think about all the positive qualities of your product, service, and offer, and hone in on what your customers are looking for. Next, change up the message in your lower performing advertising methods to better deliver on the needs and wants of your ideal client. It doesn’t matter if you’re creating articles for content marketing or producing videos for social media sites. Pour your enthusiasm and pack value into what you’re doing, the main idea here is to focus on the positive. In our case, for a recent video content marketing campaign, we re-thought the entire campaign to come up with ways we could produce higher quality videos that were more engaging, entertaining, and useful for our target clients.


Whatever you do, keep a positive mindset and don’t be afraid to invest in your business. Remember, it takes money to make money. While you should definitely try new things, you should also keep a watchful eye on your investments and tend to them on a regular basis to maximize results. Doing so will allow you to eliminate obstacles and negative investments, focus in on those things that are working well, and create powerful new marketing messages to attract new customers.



seenBEST Web Design

Zero In on Your Target Audience with Facebook Ads

Wednesday, June 6th, 2012

Many small business owners are discovering the advantages of advertising on social networks. There are over 800 million Facebook users, many of whom visit Facebook pages daily, and:

  1. 34% of Facebook users interact with their favorite brands;
  2. 56% said they are likely recommend a brand to a friend after becoming a fan on Facebook; and
  3. 51% said they are more likely to buy a product after becoming a fan on Facebook.


Facebook ads stand apart from traditional online ads in this way: Facebook ads are delivered to users according to each user’s individual interests. Although Pay-per-click ads (PPC) on Google search results pages allow you to choose geographic locations and specific keyword searches to advertise on, you know very little about the demographics of the people viewing the ad. You don’t know whether your ad for swimming pool cleaners is being seen by a single, 25 yr old apartment dweller or a 45 yr old father who owns a house with a pool. With Facebook, you can target your ad to include numerous demographics.


Advantages of Advertising on Facebook

  • Targeted audience. You can target your ad for one group of people or several by choosing demographics that define your potential customers, such as age, hobbies, interests, and marital status – words used in their Facebook profiles or status messages.
  • Viral marketing. Advertising on Facebook works like a high-speed version of word-of-mouth marketing. Every time someone “Likes” your Facebook page or shares your content, you appear on their wall for all of their friends to see. After the initial cost to get one friend to Like you, your ad continues to be seen by their friends for free, thereby allowing you to reach a wider customer base and potentially expand your market globally at no additional cost.
  • Lower cost. Advertising only to your target group is an optimal way to attract potential customers. The cost-per-click (CPC) and cost per thousand impressions (CPM) for Facebook ads are generally much lower than with Google AdWords because you can target your advertising to a specific audience. The lower cost allows you to advertise more often to more people.


Creating an Effective Ad Campaign is an Art

Writing to a Facebook audience is different from writing to a newspaper audience or even a website audience. Writing an effective ad is an involved process that involves several rounds of testing to ensure that your ad copy leads to the highest number of conversions and best results for your budget. The more precisely targeted the ad, the clearer your copy, and usage of the best keywords will all result in ads that perform at the highest possible level to optimize your return on investment.


Over time, a Facebook advertising campaign should be managed constantly with tweaks to the text, landing page copy, and targeting. Constant monitoring of your ads will shorten the time it takes to achieve your goals.


Make the most of your advertising dollars and tame Facebook advertising by working with experts who know what’s happening in the web world and know how to develop a successful online advertising campaign. Call seenBEST Web Design in Phoenix, Arizona, for a free consultation and learn how you can get some of the 800 million Facebook friends!

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