Does your Facebook ad campaign promise the world and deliver nothing?
I was recently speaking with a good friend of mine on Skype. He is an old-school direct marketer and copywriter now getting into local marketing and Internet Marketing campaigns.
His current passion is Facebook ads. His main stream of income is generated from local marketing campaigns for local clients and copy writing. So he is a brilliant copywriter with years of direct marketing experience.
My friend has always worked as a contractor for other business owners but has never actually marketed his own product.
He took a couple of Facebook courses, and decided to create his own campaign.
Well, to make a long story short, my friend was very excited. He had generated over 3000 likes to his fan page in a short week. All done with paid ads. He had spent hundreds on the ad campaign.
3000 Likes in a Week is Spectacular! Now What?
Ok, so now he has literally thousands of potential customers with their wallets out.
Then I asked him what he was doing with all this traffic (Ahem, you know,). What is your ROI (return on investment aka are you making any money???)
He was silent. I asked again. More silence.
It’s hard to keep a silence going very long on Skype, but the silence was deafening. He understood exactly what I was getting at but had no response.
All Hyped Up and Nothing to Sell
Do you have a plan on how to monetize the traffic? Ahem, no not so much.. gonna build a website, gonna sell stuff… etc’
Well what stuff?
Well he is a good friend so I let him have both barrels of unvarnished truth.
To quote Randy Jackson … ’You are in it to win it, aren’t you’?
‘This could be a sustainable business, you have loads of traffic, why are you spending money with no end goal in mind?’ ‘How will you calculate profit?’
Getting lots of ‘likes’ is awesome, but you should be leveraging your traffic and testing offers… you should be smelling the money right now, tasting it even, otherwise, dear friend you are just spending.
Calculating Social Media ROI and Facebook Advertising ROI can be Difficult
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