Trends I am Seeing
A trend I see at the moment is a lot of people and businesses starting to use Facebook Advertising for the first time. An example of this would be local food suppliers and restaurants. They are trying to run Facebook Ads for a very niche geographical area. This would make sense if you are starting to offer local home delivery. However, due to poor targeting, the Ads are being shown hundreds of miles outside their area of operation.
Targeting Is Everything
I am based near Penzance in Cornwall and I am seeing Ads for businesses that can only deliver in a few Postcodes in Manchester or Glasgow. I have even seen an Ad for a takeaway service in New York!
The result is a surge in negative feedback from people disappointed that they cannot take up the offer advertised plus poor Ad relevancy. This is also a waste of Ad spend at a time when businesses are looking to reduce costs.
It is absolutely essential that you take time to research your market, look at your competitors, spend some time targeting the potential profile of your customers and decide where your want your Ads to be shown and when.
Make Sure Your Website is Displaying the Same Message
The next step is to make sure your website is up to date and portraying the same message you are putting out. I have clicked on several Ads recently that have taken me to pages that display a totally different message than that of the Ad. For example, I clicked on a link that advertised a new take away menu only to find the landing page was showing the full restaurant menus from a few weeks back. Your customers are looking up to date information, so it is essential to ensure the news you are sharing on Social Media is also on your website.
Now is also the time to boost your SEO by improving the quality of your website content. I would also recommend monitoring your market and competitors with analytics for your website and social channels. Doing this will help you understand how your current and future customers are reacting to any situation.
Now is The Time to Build Trust and Build Brand Equity
Done correctly your marketing on Social Media with quality content and good SEO will increase your online visibility and bring in new loyal customers.
Please get in touch if you need any help or advice in putting these ideas into action
I would be delighted to help you.