Since it’s been a little while since my last blog post, I thought I’d share with you how FB has been helping me get greater exposure for both my clients and my own businesses.
Lots of website traffic
Right now 53% of all website traffic for one of my “business is booming” clients is coming from FB through either status updates or FB ads. And although the quality of the leads (based on how much visitors interact with the site) is slightly better when obtained by organic searches, the difference isn’t all that much. Search engine optimization is still one of the best places to concentrate your marketing efforts, but when it comes to causatively creating traffic for your website, social media is a great place to get things going. And the cost per click for FB ads is still a great value, especially when compared to Google’s Adwords.
Now, I must admit that this strategy won’t work for every business. From my own experience it’s best when it is a business to consumer business (B2C) rather than a business to business (B2B) because it’s all about targeting individuals and their interests. If you are in an industry that people are passionate about, like motorcycle riding, or gluten-free then your chances for succeeding increase exponentially.
Speaking of motorcycle riding, if you know me then you know I ride and am very passionate about it. In fact, I created my own website just for lady riders at BikerGirlBling.com. In case you haven’t seen it, here’s what it looks like.
I created the logo and branding, the website, and set up all the social sites. Fun stuff! These lady riders are passionate about motorcycle riding and are very much into social media. Almost all of the traffic for this site comes from social media, including FB, Twitter, Pinterest and Instagram. When you see the statistics for what works you just gotta run with it. And I do!
The client I mentioned above who now gets 53% of all his web traffic from FB is a B2C model but there isn’t any passion about it at all. It’s an air conditioning company and people only think about air conditioning when they need it! However, we’ve been able to come up with some really great performing ad campaigns. My rep at FB even told me it’s performing way above normal. So sometimes just having a clever or interesting campaign can really do wonders, especially if you have an eye-catching graphic. Here’s what one of them looks like. If you live in Southern California and are a homeowner it’s very likely you’ve seen it.Just recently I did a complete makeover on his website and so far the response has been really good. We are getting more people filling out the ‘estimate’ forms than ever before simply by having it moved more towards the top of the page. Check it out…it even has moving clouds at the top! Just go to airtro.com.
“One thing I have noticed is substantially higher website traffic. And that was with mild, rainy weather. The redesign has been a big success, thanks to you. Your hard work has been a real benefit to Air-Tro, Lisa. My sincere appreciation for your skills and creative talent.”
President, Air-Tro, Inc.
I have run FB campaigns for business to business but they are quite challenging in terms of getting to the right demographic. Not only that, people don’t always use the same email for business that they do for FB so email matching is poor. However, we were still able to get traffic at under a dollar per click. Here’s a couple of the campaigns I ran:
Just as a note, the better your ads perform the lower the cost gets. As a comparison, the Air-Tro ads mentioned previously are averaging 25 cents per click. Now that is a great value!
Do I have to run ads?
Another client of mine just started a podcast on his website at rightthings.com and he’s getting about 1/3 of his traffic from FB posts. He’s not running FB ads at all. But it goes to show that if you have good content—and he does—people will come. Here’s the podcast graphic I did for him.
You may not be aware, but I’ve been managing pages since the very beginning of pages. As soon as FB ads were available I jumped at the opportunity to use them. Certainly it’s been a lot of trial and error with continual changes from FB, but I’ve found it to be a valuable tool in my marketing arsenal.
What about you? Are you using Facebook or FB ads to drive traffic to your website? Initially it does take some work, but once you get it down it can work to bring you more leads and customers.
Let me know if you need help with your FB ad campaigns or even managing your page. If your business is a good fit for Facebook I can even do it for you!