The first question to ask yourself is are your potential customers using Facebook. You may think not but remember your prospects are probably not using Facebook to search for a product or service. They are using it for some other purpose and could come across your Ad or post.
The next question relates to the type of product or service you deliver. You need to make it easy for prospects to take a step towards purchase. They are not going to hang around to look into the details of your offer. Making that first step frictionless can be difficult for some products or services.
Finally, what is your competition? You will have competition, it’s inevitable, but if one or more of your competitors have been active on Facebook for some time it may be difficult to compete. The value of learning about the best Ads and process over time should not be underestimated.
If you expect to reach and convert prospects organically (just by posting) you will probably be disappointed. That said, you may get lucky if you stay ultra focussed and local.
To succeed with Facebook Ads you need to have a process. Running the occasional Ad on an ad hoc basis is unlikely to deliver results. I will talk about how that process may work in a future post.
Manage your expectations on what returns you can expect. This post from Wordstream reviews Ad click-through rates, click costs and conversion rates. Remember this data is generic. Actual click rates and costs depend on the quality of your Ads and your process.
There are many Ad types available on Facebook. This infographic from Giraffe gives a nice summary. Facebook also has lots of information on Ad types and their applications. It is worth checking in regularly to see if there are any changes.
One of the most annoying things about Facebook for business is it changes often. You may think you have everything sorted only to find everything has changed.
Facebook for business takes time to learn (lots of time). This post from Social Media Examiner is worth a read as it illustrates the level of complexity. For small businesses that take the time to learn the basics and build a process, it can deliver results. However, diving in and hoping for a result is not going to work.
Of course, you could buy in the required expertise. The trouble is there are an awful lot of wolves out there who will claim they can get results from social media marketing but fail to deliver. Finding a supplier capable of consistently delivering results is difficult and the good ones tend to be expensive.