Mojca Marš of Super Spicy Media returns to the show to talk Facebook ads. She gives us lots of great tips about using Facebook to target custom audiences, and interact with our best prospects and customers.
Mojca says Facebook advertising is the best way to build brand awareness, since all your potential leads already hang out on Facebook. We discuss with Mojca how people in the WordPress community can use Facebook to get more high-quality clients.
Mojca Marš Teaches Us About Facebook Ads
Since the last time we talked to Mojca six months ago (in episode 122), she has doubled her income. Part of this is due to focusing more and more on Facebook strategies. This niching down into a specific positioning statement separates her from other social media consultants that try to be experts on every platform.
Mojca dropped a ton of knowledge bombs about Facebook advertising for small companies. Many businesses know who their target market is, but they don’t know how to get people to their website. She said many people use content marketing to grow, but using Facebook to amplify that messaging will help you grow.
You don’t need to spend a ton of money to get leads to your site. She said that using Facebook for content promotion helps build trust and authority. Many businesses make the mistake of going right into the sales pitch, instead of building some contest, where people would know who they are. Growing your authority by providing value is more important that self-promotion.
Facebook users sign up to keep in touch with family and friends, not see promotional ads. Provide value first, and they will come back to do business with you.
The Facebook Pixel
Remarketing is something that many businesses are interested in. The Facebook Pixel is something that comes with every Facebook Ad account, and is something you should place on your website.
When the Facebook Pixel is on your site, it collects data on your site visitors, and you can use this to retarget ads to those previous visitors. This is important. If they have already been to your site, they already know who you are, and there is some trust built up. For this audience segment, the selling cycle is shorter than it is for people who haven’t heard of you yet.
Another thing you can do with Facebook Pixel is create a custom audience from that info, then create a look-alike audience from that data. this is a brand new audience with matched interests to the people who have already been to your site. You can probably see how this would be very valuable.
Using look-alike audiences, the cost of customer acquisition is decreased and sales cycles are shortened.
Pay-Per-Action and Boosting Posts
Facebook also has a feature where you can pay if people get to a certain page (like a thank you for paying page). Mojca cautions that this can cut both ways, and can be either expensive or cost you less.
Boosting posts is another action that Facebook encourages. Mojca says there’s a trick with this that not many people know about.
If you get ten people to Like your boosted post, you can invite those people to Like your Page, and grow your audience.
Mojca says it doesn’t take a lot of money to boost a post and get a return on investment. Content promotion is a good first step in building brand awareness. One thing I’m going to try is targeting people who have like my page, plus their friends. Mojca gave this exact step as homework for the listeners.
Importing Your Email List
Mojca says you can create a custom audience by importing your email list to create an audience from those profile. These are people who are highly engaged with your content on Facebook.
You can also create a look-alike custom audience from your email list. This is highly advantageous to getting engagement from your content.
Jonathan asked Mojca about Lead Ads, which are a way to collect emails for your list. They can sign up for a lead magnet, and you collect the email address, but you cannot see their Interests.
Mojca says Lead Ads sound great in theory, but signups that are redirected to an external landing page do a bit better. This could be because people are wary about privacy (just a theory).
Other Facebook Resources
Jonathan asked Mojca what resources she trusts for Facebook advertising, and she mentioned Jon Loomer as someone who is reliable. In addition, Jonathan says AdEspresso and Leadpages have great resources for learning more about advertising with Facebook.
Experimenting with Images
Mojca tells a story of using an image for an ad with a specific business that worked better than anticipated. Conversely, there are times you think you know your audience, and you can run a campaign that strikes out. You have to continually experiment to test your biases.
Long form vs short form copy is that same situation. Mojca runs A/B experimentation with long and short format, ass well as tests with headlines. Testing is the way to confirm what is really of interest to your audience.
John had a question about text on images in ads. Mojca says it is safest to cover less than 20% of the image with text, as Facebook may lessen your reach if the ratio exceeds that.
She also recommends that if you use text on an image, just have a short punchline. Don’t use too much text, because people may not read it.
Summary for Episode 165
Mojca gave us a lot of great ideas we will be testing out on our own Facebook Pages. You can find her on Twitter @mojcamars. You can also sign up for Mojca’s email course on Facebook advertising at http://superspicymedia.com/fbads/.