With all the different social media platforms at our fingertips it’s a wonder we have time to use any of them!
We were resistant to Snapchat for a loooong time and finally jumped on board. Not just to hang out with the cool (young) kids, but because we created a game plan for using Snapchat and realized how powerful that plan can be for us!
But, even with a solid strategy, just being on a social media platform might not be enough anymore. These days, we are fighting fancy algorithms that go out of their way to hide business posts and only show our posts to people who have recently engaged with our brand. As business owners, we are fighting an uphill battle to get our brands in front of more people on social media…unless we are willing to pay for it via ads and sponsored posts.
Why use advertising on social media?
Organic reach is a thing of the past on Facebook and Instagram isn’t going to be far behind, which we’ve already experienced a little bit. And we have no doubt Snapchat, Periscope and every other social platform will continue to follow suit in some way, shape or form. (NOTE: There are ways to continue that organic reach and grow your following AND book clients without paid advertising. We do a lot of those things, in addition to running ads. They just take time.)
Technology and business are always changing, growing and introducing new, well, everything. It’s fun to see, but it can be exhausting trying to keep up.
But instead of feeling frustrated and giving up on a platform that harnesses major potential for you to connect with your audience and ideal clients, let’s rework the problem. Let’s see how we can use this to our advantage.
We like to keep it simple and always bring it back to the basics when we’re researching new strategies and/or tweaking and shifting what we’re currently doing to keep up with what’s working in our industry, yes, but more importantly, shifting until we know we are connecting with our people in the most effective ways possible.
So, what does this actually look like?!
Well, it’s rolling with the punches of Facebook’s and Instagram’s algorithms. It’s making the changes work for us. In this case, it’s using paid advertising.
We are BIG fans of advertising on social media because it has the potential to work very quickly! (We’ve had clients run ads for TWO days, get 13 leads and book THOUSANDS of dollars worth of work in that time!) Also, you can get in front of the EXACT people you want! It’s actually sort of crazy (and a little creepy) how much Facebook knows about us. But, why not use that to your advantage to get in front of people you’d love to work with? And lastly, you can start and stop ads WHENEVER YOU WANT! Yep! No more wasting money. You can try it on for size, see what’s working, pause the ads and regroup when you’re ready!
5 reasons you might be ready to give social media advertising a whirl
You moved to a new city and don’t know too many people in your new town (well, get your booty to a Tuesdays Together meetup, for starters, but then get going on those ads to jump start that new clientele)
You’ve lived in the same place for years but are having a hard time getting in front of people who want to hire you
Most of your inquiries come from referrals, which is awesome (there’s nothing better than a strong referral!), buuuuut, you’re not getting enough referrals to get your business to where you want it to be
You’ve invested a lot of money in a lot of different things, hoping they would bring you more business and they haven’t panned out how you’d hoped
You’re frustrated and ready to try some new (and proven!) strategies
How to choose the right platform to try social media advertising
The most important question you can ask yourself is: Where is my audience hanging out? If your audience simply isn’t using a platform, it’s not a good fit for you to advertise on. Which one can you be consistent with? Which one is your strongest; where do you already have the biggest following? Which one do you enjoy using most?
When it comes down to it, answer those questions, pick one and just get going! Test it out for a week or two and see how it goes. You’ll never know unless you try.
And once you are ready to introduce yourself to a TON of new people, here are a few tips to get you started!
How to maximize your efforts (and investments!) with social media advertising
Have an end goal in mind. Do you want an inquiry? Email address? Traffic to a blog post?
Have a plan. Even though your work is AMAZING, it usually isn’t enough for someone to see it and instantly want to hand you money. Create a plan and clear calls to action that lead new visitors to that end goal.
Speak to your ideal clients. Don’t fall into the trap of being general. Your ideal clients have busy and cluttered social media feeds. And in busy spaces, general = boring. Use the targeting tools available to you to make sure your ads are being seen by the right people and use specific language to speak to them!
Start small. Don’t put hundreds of dollars in before you know what’s working. Start small. You can always increase your budget later!
Test, test and test some more. Some of the best marketers we’ve ever worked with and learned from spend up to 30% of their marketing budget on testing what is working before they start scaling their ads. Test images, copy and different audiences to find what is working best, then you can be sure you’re getting the most bang for your buck!
If you’d like to learn exactly how we use social media advertising, and are ready for a little more action on your contact form, come hang out with us and learn more at a free RTS webinar on August 4th!
We’re excited to share all we know with you so you can stress less, grow your business faster, be more fulfilled, make more money and, ultimately, really make the most of this entrepreneur adventure!