Facebook Ads are Cancelled! Now what?
Updated: Jul 9, 2020
Maybe you've heard, maybe you haven't; but, turns out using the 'book for ads is done. Due to the platform's unwillingness to address the spread of misinformation and hate speech, major companies have pulled their ads from the company, and more are following suit. This will likely continue to trend through the month of July, as the Anti-Defamation League and the NAACP have pushed the #StopHateforProfit campaign to specifically take place during the month.
So how does this affect you, and what can you do as a business owner?
If you're presently using Facebook Ads in your marketing, it may have crossed your mind to temporarily suspend the use of this particular method. In a time when solidarity is increasing across the board, it may be wise to do so. However, the question then becomes how do you continue to put your products and/or services in front of new prospective customers?
Here are 5 ways you can attract new leads:
Collaborate! If you're truly leveraging your social media, you've probably established some relationships on at least one platform. I'm a huge fan of Instagram, and while it's owned by Facebook, it's not presently feeling the heat in the same way. It's an easy platform to build on, and slipping into someone's DM isn't considered creepy here. Review your followers for those that complement your business, and see if they're open to doing a IG Live; this gets you in front of their audience and it's mutually beneficial.
Improve your SEO. SEO, or search engine optimization, is how your business is found when someone uses a search engine. According to Junto, 75% of people never scroll past the first page which means you most definitely want to put some energy into this area. If you find this to be too daunting a task, maybe reallocate your funds from FB ads to hiring someone to do this for you.
Hashtags! It's the SEO of social media and blogging. If you want to get in front of some new faces, you need to research what hashtags appeal to your market. Using 7 to 17 specific hashtags can assist you in getting in front of new eyes. However, make sure the hashtags aren't so generic that you get lost in the sauce. Hashtagging "love" will do you no good when it's been used 1.8 billion other times. Shoot for tags that under 100k people are using.
Engage. Whether online or off, build engagement into your marketing plan. In the online space, this takes shape in the form of meaningfully commenting on posts, sincerely responding to comments, joining groups, and sliding into DMs to privately show the person/entity some love. From a face-to-face standpoint, this may look like attending local events, introducing yourself to fellow small business owners in the community, joining your local Chamber of Commerce, and familiarizing yourself with your local SBA.
Build your email list! Listen. I don't care what kind of business you have, you need an email list. Hardware stores have them, makeup influencers have them, every type of business has one whether it offers a product or a service. Email lists are huge because it gives you full ownership as to how you reach your market. While I love social media, I've fallen victim to platform crashes and had no way to reach my community. Whether you set up a landing page that provides a free item, use a subscription light box, or go old school and just flat out ask people for their email address, find a way to get it!
Facebook Ads certainly aren't the only way to reach your market; while we've listed 5 ways to reach prospective customers, there are definitely other methods to get their attention. If you're unsure where to start with any of these, contact us to see how we can help!
Want to stay informed about what's affecting small businesses, plus tips and tricks to navigate these murky digital real estate streets? Be sure to subscribe!