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Facebook ads don’t work for SMBs: study

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Facebook ads don’t work for SMBs: study

62% of small business owners say Facebook ads don’t work for them. Find out and modify your strategy!
What will you find in this content?Facebook is the place to be seen, not to sellPay to play?Small businesses have trust issues on FacebookMany clicks and likes, very few conversions
Is there any sense in putting Facebook ads?How to measure the ROI of your Facebook ads?
Financial ROISocial ROIDoes your small business have a presence on Facebook? Of course it does!… If everyone, including your grandmother and your ex, is there, your SME should be there too. Of course, the fact that Facebook has 1.8 billion users does not guarantee anything …The trick is to reach all the people who are there but who are also potential clients of yours; and it seems that Facebook’s VP Security Email Lists tools (paid) allow you to do that.Facebook Users – Facebook Ads Not WorkingWhat is starting to attract attention is that not all small business owners believe that these promoted messages are working for their brands.A recent study by Weebly , a web design company, says that 62% of paid ads on Facebook are missing their target. Weebly surveyed more than 2,600 small business owners who sell online to draw conclusions. The company shared the results of its survey exclusively with Small Business Trends .Facebook is the place to be seen, not to sellThe 2,000+ small business owners seem to agree that Facebook is a place to be seen. The marketing efforts of 89% of these businesses include their sites built by Weebly and Facebook.Of course, the most obvious thing a small business can do on Facebook is create a page. From this page, a small business can share basic information, direct visitors to its own sites, share unique information with followers, alert customers to promotions, serve them, and even sell to them directly.A small business owner tells Weebly: “We have very rarely made sales through Facebook. We believe that ‘Friends’ on Facebook prefer to interact than see promotions. Trying to sell through Facebook is like walking into a party handing out business cards trying to sell your products to friends who would rather be socializing than dealing with an attempted sale. “Facebook ads are useless

Chief and VP of Security Email Lists

Pay to play?
The right social media strategy can make your posts engaging, entertaining, and informative. That doesn’t cost a penny – although it takes an enormous amount of time to generate social media engagement. Now a huge number of small businesses have a presence on Facebook so standing out among them is difficult, even if you do everything right.It seems that if you don’t have some help, even a great page and the world’s smartest post are only as good as your organic reach… which is almost NULL these days. Users have to specifically search for you or you have to direct them to your Facebook page through various efforts. These numbers are depressing… It is useless to have reached 10,000 users if Facebook shows your content to 100.Organic reach FacebookIn order to increase your reach, a paid campaign is the most logical next step.But the small business owners surveyed by Weebly are still quite hesitant about investing in a paid campaign. In fact, hesitant may be an understatement for 115% reluctant.Small businesses have trust issues on FacebookMore than hesitant or reluctant, the word seems to be skepticism. Or worse, total mistrust.Of those surveyed, 82% have spent less than $ 50 on a Facebook ad campaign. And more than half – 52% – say they never buy ads on Facebook. Among this group of skeptics, 4% say they do not buy ads on Facebook because they find it “too risky.”Weebly users demonstrated their distrust of the social media giant in their detailed responses to more open-ended questions in the survey.For example, a small business owner said:” I feel like Facebook is holding small businesses hostage by showing only posts of their choice to 10% of my followers, unless I pay to ‘push’ the posts .”And that’s one of the warmest answers. (We do not blame them, we have always thought that Facebook, unlike Google, always takes instead of releasing something in favor of users).
Some small business owners believe that the promise that paid posts will reach a larger audience is false, too.

” I feel like they have bots to get clicks and not viable customers ,” says another small business owner.
Another alleges:“ When I have bought ads on Facebook and I have seen the profiles of the ‘clicks’ that I have received, not all have been valid profiles. They are bots and fake accounts. “This isn’t the first time questions have been raised about the quality of Facebook ad accounts. The point where small business owners start to distrust Facebook seems to be at the very beginning of the campaign.When placing the ad order, most small business owners comment, “ Show me the people. Where are the people? There are no real people!via GIPHYWe usually guide some of our Luis Maram content, and even when we do see real users, we also find many profiles like this one, which do not even have a cover photo or others that have not been updated for months or years … which makes us wonder: How is a profile that doesn’t even update its own content interacting with that of others? Unfortunately there is NO way to corroborate anything. Facebook owns all the information and obviously will not share it.Facebook ads are not workingclicks and likes, very few conversions not that small businesses aren’t seeing any returns on their ads. It is the quality of the returns that is often in dispute. It’s all about clicks and likes, but sales conversions are few and far between, they explain.” Although I can get clicks or likes, it doesn’t always translate to more money coming through the door, ” says one owner.Another small business owner adds: “ I have decided to stop spending money on Facebook ads. I have spent over $ 1,000 USD and have not been able to link any of my sales to a Facebook ad .Putting it more simply, another responds: ” Many impressions, but almost no conversions .”In particular, at Luis Maram, unless it is a video, we always optimize the ad for clicks, not Likes. Likes are NOT a business measure. Take for example this post that we sponsor for 3 USD for a 3-day trial. More than 7 thousand people reached, 111 clicks on the link (1.5% of CTR), 11 shares. This gives us a cost per click of 2 US cents or 40 Mexican cents. Sounds acceptable right? but the question is how do you know if it is real qualified traffic?

Organic reach FacebookAs if that were not enough, Analytics results do not usually hunt either, since in those 3 days it only reported 99 clicks from Facebook. That is 10% less, which is not much here, but what if you had invested more?Facebook Ads are not good for SMEsIs there any sense in putting Facebook ads?It’s hard to ignore the Weebly survey results when trying to determine if Facebook advertising is right for you. According to the survey, only 12% of small business owners believe Facebook is on the same team as them and helping them grow.Others argue that it is possible to expand your reach on Facebook without having to pay for it… (we personally don’t see how in the case of SMEs).Results may differ with each user. But one thing is true:It doesn’t take much to experiment with Facebook advertising and find out how effective it is for you.Weebly founder David Rusenko insists there is another conclusion small business owners can take from the survey. In a statement issued after the report, Rusenko explains:“ We know that small business owners have to wear a lot of hats, and while leveraging social media is key to Betting Email List , in our opinion, focusing on email marketing to drive new leads is one way. more profitable and efficient to grow your business. “This statement coincides with the Custora numbers, where we see that email marketing is the best e-commerce conversion tool on the web with 25% of all orders received, while conversions from social networks only give a miserable 2%.Conversions per channel 2016How to measure the ROI of your Facebook ads?It is also very important to understand that marketing does not have a single objective. Jeez, we are not just sellers! In marketing you can seek awareness, positioning, engagement, customer service, sales, remembrance, among other goals. Instead of focusing exclusively on wanting to sell and sell as many SMEs believe they will, you must understand that perhaps the strength of the social colossus is NOT in marketing but in engaging.

When it comes to Facebook ads, there are two types of ROI to consider: Financial ROI and Social ROI:
Financial ROIform of ROI compares your investment in Facebook ads against business results, such as revenue. Here apparently, many are not satisfied.If you are able to measure your traffic from Facebook and the size of the basket (what they buy from you per visit), you can determine if each conversion is worth the money spent. For example, paying $ 10 for a conversion might seem expensive. But if you know that a customer who converted from a Facebook ad typically spends $ 50 on your site, it’s probably worth $ 1 if you get five times as much back. Imagine this for example in the case of a car dealership. A single vehicle will cover all expenses obviously.Looking at ROI is also helpful in deciding when to advertise. For example, the cost of advertising on Facebook is usually higher during the holiday season. If your sales tend to increase (preferably more than the increase in cost) during this period, it might still be worth investing in Facebook ads. If your sales tend to decline, it might be better to explore other options during this period.Social ROIAnother type of ROI to consider is the social ROI. In addition to the revenue you could earn from Facebook ads, you could also generate some engagement on your ads. Social ROI considers the amount of social engagement (likes, comments, and shares) you get from your Facebook ads relative to your investment.It would be nice to decide how much social engagement is worth for your brand. This is a simplified way to calculate your social ROI: if you paid $ 50 to promote your posts on Facebook and you received 80 likes, 15 comments, and five shares (100 total interactions), each interaction costs $ 0.50. Is that reasonable for you?So what do you think? Do you have a success story? Do you want to share real numbers with us? Do you want us to talk about you? Leave us a comment below or on our Facebook page … Or better yet! Subscribe to the contents so that we bring them to your email entry every week and stay in touch.

 

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