I have a Facebook strategy call with a gentleman in a few hours, but I want to tell you about the call I had yesterday.
The client is in the e-commerce business and he was running Facebook ads that "didn’t work."
You see, a lot of people simply chalk up their marketing campaign as “didn’t work” when it doesn’t bring in sales.
But when it comes to marketing online, “didn’t work” can mean a lot of things, like:
1) did it not work because you made no sales?
or 2) did it not work because you made sales but couldn’t make it profitable?
The problem of not making sales is very different than the problem of making sales but not making it profitable.
If you’re not making sales, then the problem areas could be:
- Your message
- Your product/service
- Who you’re targeting
Or even the technical set up of your campaign.
If you don’t analyze where the problem is, you won't what to fix or even where to begin.
That’s why I always suggest breaking campaigns down into pieces.
If your body hurts and you just say “My body hurts” without identifying the area that it hurts, it’ll keep hurting.
But when you pin point the area where the pain is, NOW you have a starting point.
If your lead generation campaigns isn't working, breakdown your campaign.
Look at the ad. The landing page. The thank you page. Your follow up messages. Your target audience. Look at your numbers.
Then think about how you could improve just one area by making it more relevant and more compelling to your target audience.
When it doesn't work, analyze each piece to pin point what’s not working.