Are Facebook ads working for your online business?
If the answer is “no, not really,” you're not alone. Tons of companies, from solopreneurs to midsize businesses whose names you might recognize, have the same problem.
People aren't engaging with your ads. Your ROI is terrible, and you might even be losing money. That, of course, defeats the entire purpose of paid advertising.
So what's wrong? Why is your audience so lukewarm about your ads?
Maybe you've tried some split testing, but nothing's caught on yet.
Surprisingly, the problem might be one that revolves around an unexpected but crucial “x factor”: branding.
Branding is something that's aesthetic, implicit, and qualitative. It's hard to pin down in a way that's conducive to measurement or quantification.
But it's integral to any business.
Even if you're just a blogger trying to make some side money, you still need a brand identity. Something people can know and remember, something that sticks in people's heads.
And it's more than just a logo. There's a nebulous yet indispensable gestalt at play, a sum greater than its parts. Everything your business does, from the images you use, to the language in your copy, to the color scheme on your website, is a part of that.
So how does this tie into your Facebook ad ROI? In a recent blog post, AdEspresso explains.
Why You’re (Probably) Under-Investing in Branding
Ever worked with a small client vs. a big one?
Ever worked in-house for a small company and then even a moderately-sized one?
A few differences undoubtedly popped up.
First, running a successful marketing campaign for a large company is insanely easier. Like, it’s not even close. No source to cite to back that up. If you’ve done it, you’ve seen it.
One reason is branding. They’re a known quantity in the marketplace. They’ve been around. For years or decades even. That means they get the benefit of the doubt, and their ‘snowball’ of momentum has had enough time to build up.
The larger they are, the more they usually spend on branding initiatives, too. The stuff that would make us digital, technical marketers squirm with anxiety. Literally, eye-popping dollar amounts being thrown around on stuff that is virtually impossible to measure or track.
And yet… somehow, miraculously, it works.
Turns out, people like what they know.
A big, fancy survey from Nielsen discovered that 59% of people buy products and services from companies they know, like, trust. (God I hate that phrase.)
To learn more about how you can maximize your ROI on Facebook, check out the full post over at AdEspresso.