Join Me On My Facebook Advertising Journey
- by Urszula Richards
- 25 June 2017
My journey to the point of starting a Facebook Advertising course with Leanne O'Sullivan has taken the usual 'buyer's journey' path.
For ages, I have been thinking 'I must do this', and I even understood why it was powerful with my beginning understanding of Facebook's ability to target audiences. But I have also had a number of thought leaders (including Dale Beaumont, in the photo above) I follow keep impressing the fact that never again (or at least for a long time) will online advertising be so affordable and effective as it is right now with Facebook.
I had also just re-launched my website. It had taken over 2 years to complete - only because I had to do it in my spare time, and had created a rather complicated quiz - but finally it was done, it was responsive and it was as ready as it was going to be. It will always be a work in progress.
I knew Leanne though the Adobe Business Catalyst community, and watched her create a series of online courses based on over 18 years of running a digital marketing agency - so I knew I would be in good hands.
Last week I started.
My Facebook Advertising Journey Begins
I thought I'd share my insights and observations here, as I go along.
Firstly - the preparation work. As with any advertising, it is essential to know who you are talking to - your audiences and your avatars.
This has been a great opportunity for me to fine tune the people I am targeting. I'm currently putting the final touches on my re-vamped Avatars.
Facebook Pixel Installation
I now completely get it when I suggest really important changes to my clients about what they "should do" on their websites which get ignored. This was totally me.
Leanne had been telling me - even before the course - to install my Facebook Pixels.
And like most busy business owners, I did not have the brain space to understand why this was important and to work out how to implement it. This by the way, is a great reason to do a course you are paying for. It makes you implement!
So to fill you in - when you install a Facebook pixel on your website (or websites), when you do eventually decide to do Facebook Ads - Facebook already has a record of people who have visited your website. So you already have people to target who are 'warm' and not 'cold' audiences.
OMG - the power of this!
I kind of knew it in the back of my mind, but when you truly understand how targeted you can be, and how much leverage you can get from the information Facebook has at its fingertips it is mind blowing.
Firstly - you can upload your whole database into Facebook. This shows how important it is to always be building your list and to have an effective CRM. This again has confirmed why I'm so glad I'm using Adobe Business Catalyst - as my website enquiries all go into the built in database.
Secondly, creating lookalike audiences let us create audiences similar to those we have in our own database. Wow. Just Wow.
Thirdly, we can target people by their interests, locations, and even actions. Micro actions, such as whether they came to our website and did or didn't take a particular action. Amazing.
I could go on, but I must be off. Off to set up some audiences. What fun :)
More insights coming as I continue with the course...
Week 2 /3
I am so behind. I am only just catching up on the content, and am still a bit stuck in the admin area. Most people won't have this problem, but because I have helped some clients in managing their Facebook pages, my Business Manager and personal account are a bit confused, and I need to untangle them (in my mind, and in practical terms :)
But I'm continuing to try and at least listen to the content and attend the Facebook Live and Zoom sessions. I have to get over the fact that I'm not up to date, and absorb as much as I can. This is what I have found with all learning.
You need to handle the extreme discomfort of not getting it all. By not running away, you get the exposure you need to a new area of knowledge, and then you have something to build on next time you revisit the material. This is one of my top learning tips. Embrace the uncomfortable learning curve.
Guess what happened here...
I had to put my course aside, but not away, because a different priority emerged in my business for awhile.
The beauty of this particular course though, is that it is run regularly, and once I am a member of that community, I can join in the next delivery round - which is just about to come up again. Being part of this course also allows me to access and ask questions about anything which comes up every week in the Facebook live sessions we have. Incredible ongoing value, and Leanne, I'm jumping back on the horse again.