If you are in the business of B2B leads in order to make your daily bread, then you are most likely using Facebook. However, you may or may not be aware of the nuances of using the system to your maximum benefit. Because Facebook is undoubtedly one of the most competitive marketplaces on the Internet, you must be extremely careful to create a streamlined pipeline from ad to conversion.
Here are three of the top reasons that your Facebook ads are not converting into sales.
1.) You are not making of the targeting features on Facebook.
Facebook has over 1.5 billion users around the world, and it is still growing. You do not need to engage all of these 1.5 billion users in order to turn a profit or run a successful business. As a matter of fact, this should not even be in your wheelhouse. More exposure does not always mean higher profitability.
Most successful businesses begin their Facebook ad targeting programs by making an educated guess as to the preferred keywords and the demographics of their targeted audience. However, the real power of Facebook is that its analytics (called Insights) will allow you to quickly hone in on the people who are truly engaging with your content without having to gather data piece by piece. Take advantage of the free resources that you get with every Facebook like page. You do not even have to delve into any of the paid options for Facebook in order to create a much more effective second and third round of ad targeting.
2.) You are not properly following up on your successful advertisements.
Most people believe that simply placing a well worded Facebook ad to the appropriate target will result in conversion. The truth is that this is just the first step in the process.
In order to truly have a successful ad campaign, realize that your advertisement is just the beginning of the conversation. You will need to use the other tools that Facebook provides in order to maintain a relationship your newfound friends until they decide to convert.
One of the best ways to build on the leverage that you create with a successful ad campaign is to join the Facebook groups that your audience populates. Hopefully, you will be able to solidify yourself as an expert in the group so that you can get many people interested in your services from the single ad impression. Having the backup of the initial viewer will help in creating a positive feedback loop between yourself and the rest of the members of the group. People will actually listen to and respond to your posts.
3.) Target the people who are reposting your ad and making it more viral.
One of the newer features of Facebook is the ability to follow your post from its initial placement to wherever it goes, stopping at each and every separate post mention and like along the way. If you can see exactly who is taking your ad to heart, you can find out why. This is the kind of knowledge that will help you to create better ads in the future and follow up with the social circles of the people who are taking your ad seriously now.
Being able to ask questions to your super fans will engage them more readily. You will also find out exactly why they are such big fans of your advertisement. This is the knowledge that will allow your campaign to be successful and cause a high conversion rate, not necessarily the ad itself.
Overall, focus on using Facebook as a whole instead of focusing on its advertising capabilities. In truth, the advertising gets conversation started, but it is up to you to finish the conversation with the people that you find throughout the advertisement process. Be sure that you do not drop the ball through the sales funnel, and you will certainly find your conversion rates rising quickly!