3 BIG Blunders That Are Ruining the Results For Your Facebook Ad campaign

3 BIG Blunders That Are Ruining the Results For Your Facebook Ad campaign

“Need to make money? Go Advertise your product/service on Facebook, and you’ll have new leads and customers tomorrow.”

That’s the popular & widespread narrative I hear today on social media.

It seems that advertising on Facebook is some kind of magic pill – an answer to all your business woes and worries.

And everyone expects success – instantly.

Don’t get me wrong.

The opportunity Facebook presents for marketers is HUGE.

And yet,  many e-commerce businesses are struggling to turn their Facebook ads into profit.

So what’s up with that?

Failure to convert Facebook Ads into E-Commerce sales is the result of one of the same three mistakes.

Let’s touch upon those today.


Big Mistake Number One: You’re Not Getting In Front Of The RIGHT People


Facebook’s interest-based targeting can help you get exceptionally focused.

How focused?

Well, you can get as targeted as – Married men working in medical professions, aged 25 – 32, living in Los Angeles and planning to go to Hawaii on vacation (aloha!).

Yep, that targeted.

But, interest-based targeting can be both a boon and bane, if you aren’t applying it correctly to your campaigns.

Let me unpack it for you.

Many beginners in an attempt to reach larger and broader audiences, pack too many related interests as the campaign audience.

The problem with this approach is that while you do reach HUGE audiences – you end up connecting with no specific group in particular.

Here’s why –

By talking to multiple audiences all at once, your message gets diluted. Which means, your ads won’t speak to any specific segment of your audience.

So what do you do?

Instead of targeting many related interests from the get-go, break it up into multiple smaller audiences with hyper-targeted interests. Create separate campaigns for each segment.

Then write copy to talk to that specific audience group.

Pro tip: Remember to use AND interest targeting wisely over OR targeting. More on that in a future post.


Big Mistake Number Two: You’re Not Saying the Right Things


Once you’re targeting the right folks…getting your messaging right is crucial to achieving the results you want.

Ask yourself…

Do you understand the pain points of the market you’re selling to? What are the frustrations and desires of this audience? Is your ad copy reflecting them?

In other words, do you understand the motivations of these varied audiences?

If you don’t get this component right – even with the right targeting – you won’t be as effective with making sales.


Big Mistake Number Three: Your Timing Isn’t Correct


By timing, I’m referring to your customer’s journey. Are you meeting them where they are, in their journey?

Let me give you an example…

If you present an aggressive offer to a prospect who’s just encountered your brand for the very first time, there’s little chance he is going to respond to it instantly.

But, if the same offer is presented to someone who’s already qualified, knows your brand, likes and follows your page and needs a solution to his/her problem right away, your ad campaign will work like gangbusters.

When you’re targeting, understand where your prospect is in the funnel. Based on that information, craft campaigns with the right messaging.


Conclusion


There you have it…the BIG 3 high-level strategic decisions you need to act upon right away.

Getting the foundation right is key to your advertising success on Facebook. There are, of course, other nuances (like the use of images, landing pages, chatbots, etc.) that you need to keep in mind. But don’t go about tweaking them without touching upon these three basics first.

~ Arnab

P.S. Need help figuring out the right messaging based on your customer’s journey? – Hit me up – https://www.arnabthecopywriter.com/write-to-me/

How to Respond to Negative reviews in tricky situations? [And what does “the customer is always right” really mean]

How to Respond to Negative reviews in tricky situations? [And what does “the customer is always right” really mean]

Recently stumbled upon this interesting Q & A thread on Slack as I was scrolling through casually.

“I have a question about responding to reviews in a bit of a tricky situation. I have a client (a restaurant) who had to ask a group of patrons to leave after they were rude and disrupting other tables. Their meals were comped, but they were not allowed to stay. They left a negative review on Facebook. Does anyone have any thoughts on the best way to respond to that review.”

Now, regardless of whether you’re in the restaurant business or not,  – a negative review – justified or not – isn’t something any business hopes, dreams or aspires for.

Here’s an interesting stat from reviewtrackers.com –

94 % of consumers say that a bad review has convinced them to avoid a business.

Staggering, yes. Surprising… no.

Social proof is the HUGE motivator when it comes to my buying decisions – online or old school.

So let’s talk about handling such situations with grace instead of being dismissive.

Here are a few ways to respond to tricky negative reviews.

1. Acknowledge and thank the reviewer

When responding to unpleasant reviews, it’s important to come from a place of understanding and let that reflect in your choice of words. Get your mind in the right place before you sit down to respond, else step away from the keyboard.

This may sound trivial, but it’s a stepping stone to making your customers feel heard. Often, even acknowledging hurt or pain has the potential to open minds and change hearts.

So make sure you start out on the right footing.

2. Apologise and empathise

For example, saying something like this could go a long way –

“I’m so sorry we made you feel rushed. No one likes an aggressive salesperson and I’m disappointed it came across this way.”

The other question that comes up often – ‘Can the customer really get away with bad behaviour and is the customer always right?’

Of course, the customer IS NOT always right.

And anyone who thinks otherwise may have serious boundary issues in their business.

But here’s the essence of the “customer is always right” quote.

It’s that; even when the customer is wrong, you don’t need to come from a place of animosity.

Bashing and pointing fingers is neither good for you nor for the potential customer reading your response to the original reviewer. My mother always reminds me that it takes two hands to clap. So when there’s a mistake, it’s likely you had a part to play – even if it was trivial.

All you are doing is apologising for your part in the problem and not taking responsibility for their words or actions.

3. Acknowledge and hold yourself accountable for your part of the problem

In some instances, poor customer experience issues can be traced only to isolated events. Regardless of these one-off occurrences that may crop up without anyone’s fault, negative feedback in these areas can help you spot the not-so-visible cracks and crevices in your delivery process and help you fix them.

When you hold yourself accountable to a higher standard – you stand to gain as you go miles ahead of your competition by delivering enjoyable experiences to future customers. It also shows that you’re serious about providing value and that you’re in this business for the long term.

4. Communicate any corrective measures taken and take the convo offline

Words have tremendous power. Words can hurt and heal at the same time. Mysterious is the power of language, I daresay!

But words backed by actions take it a step ahead.

While action backed responses might not be appropriate for every negative review… If the problem called out in the review is an easy fix, communicating any rectification measures taken when responding to the original reviewer is a big YES.

Also, on a per case situation, it may be wise to end the conversation with a quick note to resolve the problem offline via direct chat or phone.

Anyway,

Like everything else in life – if we develop the vision to see opportunities in problems, we stand to grow as individuals and businesses.

What are your thoughts on dealing with negative reviews? Anything I missed out on that you’d like to add?

Cheers,
Arnab

A priceless marketing lesson I stumbled upon unexpectedly on a pet training podcast

A priceless marketing lesson I stumbled upon unexpectedly on a pet training podcast

So… it turns out, there are over a billion podcasts downloaded every month on iTunes. And, as of 2019, Google has indexed over 2 million of ’em on the web. Interesting right?

Speaking of podcasts…

A coupla’ days back, I was driving home from yoga class; and like every other yoga day, I tuned into my podcast app and dialled up the volume on my way back.


So this episode – talked about pet training, and the lady, the show host, shared some fresh new ideas about living with new pets at home. 

Anyway … At one point, the conversation drifted to training dogs – and she spoke of this phrase called – “opposition reflex”, and it immediately grabbed my attention.

Now, if you’re a seasoned dog owner, you might already be familiar with what this means.

But, like me, if you’re new to it … “opposition reflex” is basically a fancy way of describing a dog’s natural instinctive behaviour to resist pressure or force.

Here. Let me unpack it for you.

So, let’s say, it’s a bright & sunny day.  And with such pleasant weather outside, you decide to take your dog out on a quick stroll ’round the block.

Just as you’re walking along, all of a sudden, you notice some dangerously sharp pieces of glass strewn on the pavement only 10 to 20 feet ahead of you.

To keep your pup from being hurt, you quickly pull on her leash and try to get her to stop and change course.

Surprisingly, something unexpected happens.

Instead of stopping point blank, what you get instead is a massive pushback from your pup.

Surprised & confused, you yank a bit harder on the leash this time, but she resists your pull with greater vigour and tries to move ahead instead.

Now that my friend is opposition reflex in action.

So, what has this got to do with your marketing & sales?

Good question.

Let’s just say that human psychology works the very same way when it comes to building relationships.

So, let me ask you this.

Could you be yanking on your prospects & customers in the very same way with your marketing message?

Are you pushing too hard for the sale with every campaign that you put out on the *digital innnnernets* ?

Think about it…

The more aggressive, you are with your copy; the more your prospects are going to resist it. Tis’ just the way we’re wired.

Of course, there’s a time and place to go ALL OUT, FULL ON with your promos & messaging. But that’s not what I’m talking about here.

It’s more like going on a date.

Does a man ever propose to his woman (or vice-versa) on the very first night?

Of course, not. It’s awkward, strange and kinda off-putting tbh.

But, yet so many marketers and businesses treat their prospects and potential customers the very same way. Yanking aggressively on them at every possible opportunity.

In the end, this kind of copy + messaging not only impacts your sales & conversions but is also catastrophic for your brand reputation in the long run.

Definitely not a goal very many businesses aspire for.

Instead, I’d like you to be strategic about your messaging, keeping it different for different parts of your marketing funnel/flywheel.

Just like on a date – you meet the person, have an interesting conversation and get to know each other better and hope you’d go on a second date too – goin one step at a time.


In the same way, you can UP your sales and generate more targeted leads – not by pushing harder – but by ensuring the right message is delivered to the right audience at the right time.

Want help doing this right?

I’m opening up my calendar, for you next month.

Hop, skip & jump on this link if you want to craft the right message for your audiences. Generate fresh leads + attract new customers for your business.

https://www.arnabthecopywriter.com/write-to-me/

~ Arnab