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SOCIAL MEDIA HAS CHANGED the world as we know it. This applies double to the
marketing space.
An example of this can be seen in Facebook advertising. Running a ‘good
ad’ just isn’t good enough anymore. Facebook uses a metric called ‘Relevance
Score’ to help them judge the quality of your advertising. When viewers like,
share, post comments, and click your ad, this adds to its Relevance Score. If
viewers hide your ad, call it spam, or simply ignore it, these responses hurt your
Relevance Score. An ad with a Relevance Score of 9 or 10 means it is well
received by your viewers while an ad with a Relevance Score of 1, 2, or 3 is
receiving a lot of negative feedback.

You will see your cost of reaching your targeted users on Facebook decrease
if you have a higher Relevance Score. If you have a low Relevance Score, you’re
going to pay more to reach those same users. Facebook uses your Relevance
Score as one way to automatically judge whether users are interested in your ad
or not.

We’ve also found that Facebook can be picky about any ‘strong’ promises of
benefits you make in your Facebook ads. You will want to review both your ads
and any direct landing pages that visitors are taken to from your ads for the
promises you’re making. You may want to tone down any strong promises.
Instead you’ll often see better results in Facebook advertising by focusing on
‘feel good’ stories about results you or your customers have personally achieved.
Instead of making promises of what someone else can receive from your
products and services, simply tell them the kind of results others have already
received. A case study can often be one of the most powerful forms of

There is another strategy we’ve found even more effective for our Facebook
ads to cold users (a cold user is someone who hasn’t heard of you or your
company before). Instead of running an ad that sells a product or service, or even
invites them to opt-in for a free gift, we often run ads that include content inside
of the ad itself. For example, we might run a 2 to 3 minute video tip on how to
fix your slice when targeting a golfing audience. At least 80% of the video is
designed to actually give them valuable content they can use immediately to
improve their game. Then we’ll run a call-to-action to click to our website and
register for more free video tips like this.

In other words, this is ‘How to Sell Without Selling’ in action. A couple of
years ago we would have simply run an offer asking you to visit our website and
sign-up for your free golf tips. After someone joined our list, we would have sent
those free tips and included offers for our product or service. Since Facebook
wants you to run ads that people share, we’re moving the free content BEFORE
someone opts-in to our list. There is free content in the video ad itself. Or we run
a Facebook ad that takes them over to a blog post on our site that includes free
content. Then we insert multiple opportunities to opt-in to our list throughout the
blog post for even more free content on the same subject.

It’s multiple step process. Someone doesn’t know us. Running an ad in their
Facebook newsfeed is an interruption in their daily process. They think, “How
rude! This jerk just came into my house where I’m socializing with my friends to
sell me something!”

You get better results by flipping the script. Instead of selling them
something or even asking them for a small transaction of giving you their email
address, you give them value right up front. My clients with large and profitable
Facebook advertising campaigns are constantly getting their ads and their videos
shared with others. The type of ads that work best are posts that viewers want to
share with their friends. You’re giving them a great golf tip, a delicious recipe,
or sharing an entertaining video. This is the kind of stuff they’re already sharing
with others.

A business consultant could take visitors over to a blog post on their site
where they show a 5 to 30 minute step-by-step video on how to attract more
highly qualified clients to your practice. And they could publish a button right
under the video where you can opt-in to their list to get a free Cheat Sheet that
outlines the system in detail (you’ll find many people would rather opt-in to the
list for a free Cheat Sheet they can scan through quickly rather than watch the
long video).

The key here is to think about what your audience would want to SHARE
with others. A real estate agent could either link over to one of their listings in

the area or show a video tour of a home for sale. This is the kind of thing that
viewers would share with friends they know are looking for a new home. A
restaurant could post a video showing some of their delicious meals along with a
coupon for a discount entrée or a free desert.

A client of mine who owns a fine dining restaurant sees people sharing his ad
with their friends all the time, asking them if they want to meet for lunch at his
restaurant. An auto dealer could run a video review of one of their new vehicles
or post about a recall notice on one of their vehicles. One of my clients did this
and saw hundreds of shares as viewers told their friends who owned that vehicle
about the recall.

In today’s online environment, your best performing ads will be the ones that
are useful and/or entertaining enough that people share them with their friends.


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Written by Wolfgang Mayer

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