Hello, SE’ers! Jan here to talk a little more about that ugly word we all hate – Marketing.
In my last post, I promised to share something that is a new discovery to me. But before I get to that, I want to talk a little about Facebook Ads. We’ve all tried ’em. We’ve all been disappointed. So what went wrong? Why didn’t we sell any books?
I recently attended a Facebook Ads workshop. Yes, there is such a thing. The woman presenting the workshop swore that it was through effective FB ads that she hit the NY Times Bestseller list. However, when asked how much she spent per month on ads, I almost fell out of my chair because it was well over $1,000. That is not in my budget, and I highly suspect it isn’t in yours either. So, I ignored that dollar amount and took in the rest of her advice.
First of all, she said to think of a FB ad as a piece of real estate. An ad should tell a story because you want to invoke some sort of emotion from the viewer. She also said it is a proven fact that a viewer will see something seven times before they take action. I don’t know who figured that number out, but I’ll buy it.
I don’t want to make this too long, so I’m going to hit the highlights. Did you know there is a Creative Dynamic Option when you have a business page, for FB to create the ads for you? I didn’t either.
Bottom line, here are her suggestions:
- Start by creating several small ads
- Once they are up and running, take a look to see which ad is performing best, and either pause or eliminate the ones not performing.
- Sometimes it’s a matter of changing the wording or the image that makes a difference.
- If you have a series, you might offer Book 1 of the series for free in an ad.
- Let Facebook create an ad for you
- KNOW YOUR TARGET AUDIENCE (I cannot stress this enough. Look at your Insights and see who is engaging with your posts.)
- Stay on top of your ads and their performance. Don’t just put it out there and forget it until the campaign ends.
The next thing she talked about is something called a Passion Page.
Here is Andrew McCarthy’s explanation: “Chances are that you have already encountered plenty of Passion Pages on Facebook, and you might even interact with them regularly. They’re Pages that, rather than focus on a specific brand or product, instead post content that is centered around a specific theme or idea, either serious or silly – but mostly the latter.”
So, basically, a Passion Page is a FB page you create around a passion that is relevant to your brand, but NOT your brand if that makes sense.
It needs to be very general and not connected to a single brand. For example, the leader of this workshop, who is a romance writer, had a passion page she called 50 Shades of Book Boyfriends. It isn’t tied to any specific book she’s written, but instead a general theme. However, she claimed that ads she ran on that page resulted in lots more book downloads than ads she ran on her author page.
I am dabbling with a Passion Page, and I mean dabbling in the deepest sense of the word. I have three things I am passionate about in life and those are gemstones, stories, and music. So I’ve created a page I am calling, “Stones Stories Tunes.”
I haven’t had it long enough to tell you whether or not it’s effective, and I am just now starting to run ads to gain more followers. Also, based on Andrew McCarthy’s definition, this page might be too serious to gain many followers. So we shall see. If you’re interested, of course, head over and give it a like and follow. 🙂
What I walked away with from the workshop are some basics that I feel will benefit everyone interested in trying marketing on Facebook. If you do give any of these suggestions a try, I’d love to hear from you. Tell me your success stories and share what didn’t work for you as we can all learn from each other.