Everything You Need to Know About Facebook Ads
Let’s cut straight to the juicy bit and let me tell you everything you need to know about Facebook Ads (and Instagram ads + Google ads + paid ads in general):
You don't need them.
There! Wasn't that simple?
When you're starting out --I'm talkin' the first couple/few years-- in your business you DO NOT need paid ads (side note: I'm sensing a theme here from last week's email...). I don't care if you're product or service based, online or in-person.
Why? Because paid advertising is an advanced marketing strategy. And I don't mean to say you're not smart and capable of figuring that sh*t out but what I am saying is paid (digital) ads have their own algorithm separate and different from the regular ol' pain in the ass algorithms you're already navigating.
Ain't nobody got time for that.
Right about now you might be saying, "but wait just a sec!!! I click on sponsored FB posts and Google ads all the time...for Amy Porterfield's courses and Rachel Hollis' events and those new Rothy's boots that sold out in 5 minutes." (ahh, the Chelsea boot. I know you know what I'm talking about and I'm not saying I'd sell my kidney for the leopard print in size 8 but I'm not saying I wouldn't either).
The thing is, yes you see multi-7-figure brands utilizing paid ads. That's because they've been around for 10+ years (okay, okay Rothy's has only been around for 7 but close enough). Have you heard an interview with Marie Forleo or Amy Porterfield? They didn't start out running paid ads. And I guarantee now that they do, they have a whole team of people whose sole purpose is to manage and optimize those ads.
Now, don't freak. I get it. Nobody is telling you this stuff. In fact, online gurus and coaches are telling you the exact opposite.
I know because I've been there too...
In 2018 I was massively pivoting my business. I knew I needed to get my sh*t together in the form of an actionable plan, shortened learning curve and accountability so I hired a (pricey) business coach (my 3rd over the years).
When she asked me, "what's your budget for Facebook ads?" I froze. Wait. What? What Facebook ads? Do I have to run those?? I grew one 6-figure biz without any paid ads so I know it's possible to do it without them...
But she was the expert. I figured she must know better than me so I pulled some random number out of my ass. And over the course of a few weeks this is what I ended up with:
Split-testing 12 different ads across 2 platforms
6 on Instagram, 6 on Facebook
each with a unique image and copy
which created by myself, btw
Hours of time each week trying to understand the analytics
0 new paying customers
100s of $$ gone
To say I was deflated is an understatement...
I finally went against all the advice and scrapped paid ads altogether. Instead? I thought about my strong points and what I enjoy --speaking, especially-- and decided to pursue that in my marketing efforts. When I started finding (free!) opportunities to get me in front of my audience this is what I ended up with:
Podcast interviews
Leading round table discussions at business networking groups
Putting on live workshops
Actual paying clients
What about you? Tell me ONE free opportunity you can think of to get in front of your target audience...can you write a guest blog post for someone in an adjacent industry? Give samples of your product as swag at an event? Partner up with someone for a promotional giveaway? Think outside the box and tell me what you come up with!