The success of any business is measured by results and like every E-comm business, yours deserve to have great results.
Social media marketing has grown to become an essential tool in boosting the overall growth of your e-comm business. Facebook advertising in particular has been statistically proven to work.
That being said, it’s essential to note that one of the biggest challenges of being a media buyer or running your e-commerce store is coming up with the right creatives, finding the right audience and ad copywriting.
Social media marketing, in general, can be tricky to handle even for the well-seasoned pros. As you may have already come to know, there are common challenges every marketer especially small business owners will have to overcome in order to run a great campaign.
Keep reading and find out how to get the best out of your social media marketing.
Is Social Media Marketing Worth The Hype?
Social media is a giant that needs no introduction. Its impact has continued to cut across all aspects of life so much so that it is hard to ignore.
With at least half of the world’s population actively using social media, it’s the ultimate location to boost your business to new levels.
Facebook alone has 2.91 billion monthly active users. That's about four times the population of all of Europe. This makes Facebook the most used social platform on the planet and that creates a huge market for your business. Think about it, it's 2.91 billion potential clients!
Business owners like you have taken note of the infinite possibilities the social media giant is home to. It then doesn't come as a surprise that 92% of social marketers are using FaceBook for advertising.
Businesses are paying 122% more per advertisement unit on Facebook than they did barely a year ago for a very good reason, and that's because these ads work.
If you are looking to increase your business visibility, attract new clients and convert interested users, then it only makes sense that you give social media ads a closer look.
Top 5 Challenges Social Media Marketers Face And How To Overcome Them
While social media marketing holds great potential, the challenges marketers run into while running them all too often lead to mistakes that could cost you. In fact, a study by Symantec shows that social media mistakes have cost major corporations as much as $4.3 million on yearly basis.
The good news is these challenges can be overcome with advanced preparation and effort.
For small business owners, there are a host of challenges to be overcome, with the first most times being a limited budget. Keeping up with the latest innovations and marketing techniques is a challenge of its own.
Having been able to have helped small business owners generate over $210 million from social media marketing, these are some of the top 5 challenges small businesses face and how to overcome them.
You can check out the step-by-step guide on the techniques my team and I used to generate over $210 million for our clients from Facebook ads alone here
It doesn't matter if you're a beginner, this guide will help you create great, eye-catching, high converting Facebook ads in no time.
Challenge One; Area Of Concentration
There are several ways to promote your brand via the internet. The term social media in itself refers to more than one platform that can be used to increase your brand awareness.
While it’s great to have so many options, one of the tricks behind running successful social media campaigns is knowing where to find your clients and focusing on that platform.
So if your ideal clients would most likely spend most of their time on Facebook, then that's where your resources should be invested into.
Challenge Two; Limited Budget
Being a small business, there is only so much money that can be spent running ads. Sadly cash is essential in the running of a successful social media campaign especially if you intend to reach a wider audience.
A smart way around this challenge is to start with relatively cheap marketing strategies like running podcasts, webinars or simply posting videos to a page dedicated to your business. While these are slow and time-consuming, they still have a remarkable effect on your business.
If your business can afford it, a better option will be to invest in as much paid marketing as you can, these could be pay-per-click ads where you only pay after those ads have yielded conversions.
Challenge Three; Lack Of Time
Running your own social media campaign is time-consuming, especially when you’re working on cheap marketing strategies. It takes time to write blog posts, update social media accounts, make videos, track the progress of your posts, determines which strategies work best, and so forth.
Many business owners are not even equipped with the right knowledge needed to develop an effective content marketing strategy and that’s understandable since training and years of constant practice could be the defining factor in acquiring these skills.
There is no straightforward solution to this challenge but finding the right balance is the key.
A dedicated social media person or content creator is one solution, but not everyone can afford that. However, learning all of these things when running your own business can be difficult and so you’ve to find ways to outsource essential tasks.
Consider hiring an agency on a per-project basis or looking into virtual assistants and freelancers if you can't afford a full-time employee. Getting started is the most important thing. As your business grows, you can increase your efforts.
Challenge Four; Lean Resources
While struggling to balance money and time, another challenge common to small business owners running social media campaigns is having team members who have the skill you need in running your social media campaigns.
A study by eMarketer and Ascend shows that 43% of surveyed marketers pointed this to be one of the reasons why delivering on their campaigns proved to be so challenging. It’s always great to have skilled support.
Feeling understaffed is usually a sign that you might need to introduce new hands to your social team but with a limited budget, a good alternative is to effectively balance the social tools you have and to make the most out of them.
Challenge Five; Staying Unique
With so many marketers looking to have a taste of the goddess of social media marketing, standing out becomes an absolute necessity.
Your competitors are most likely already spending time and resources to put out ads on social media and of course, there is the temptation to copy what they are doing, ultimately making your ads look like thiers. This is a severe mistake you should not make.
Having a unique selling proposition is the most efficient way to maintain uniqueness. Why is your product different from others? What's the special feature your product has? What can our product offer to your clients that others can’t? Let them know about it.
In all your marketing outreach, don’t fail to tell your audience if your products offer the best discount, are the most natural, the cheapest, most luxurious, and so forth.
Branding also plays a key role in maintaining your uniqueness. Your social media page is an online representation of your business. Hence, maintaining consistency of your brand's tone, colors, and the overall image is a must.
Even after knowing how to overcome the challenges of social media marketing, it can still seem a huge task to come up with great content. That’s where creating a social media marketing strategy comes in handy.
This serves as a roadmap to your goals and guides the overall strategy, showing you how to go about your goals and a clear path of how to repeat strategies that work.
Facebook Ads; What They Entail
To understand how to create attractive ads on Facebook, let's take a look at the different parts it contains.
- Top Copy; This is the primary text that presents your product/service to the viewer. As you may have observed on Facebook, this write-up comes just under your business account name. You can write as many words as you like, but only the first 125 characters will be displayed with an option to expand. Its safer to keep it short as shorter text statistically have a higher chance of been read. without having the viewer click the ‘more’ option for the rest of the text to be displayed
- Creative; This could be an image(static or animated), carousel(selection of scrollable images)(a selection of scrollable images) or even a video. It is important not to have too much text on your creative since people might not get to see the image. Be intentional when it comes to selecting your creatives. It’s best to stick to original graphics. Visual contents are 40x most likely to be shared on social media, which makes it a must for you to invest your time in. Our trusted go-to source for top-notch creatives has been those created by our team. You too can have a team set up just for this purpose.
Headline; After the image comes the headline which is a maximum of 40 characters
Description; It comes just below the headline and it’s crafted to tell more about what your business offers and urge the viewer to check it out
CTA; The choice is usually made based on the best fit out of a drop-down of options provided by Facebook. Some examples are Shop Now, Learn More, Download, etc.
Tips For Writing Killer Ads
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