How Facebook Ads help preserve your business
With the uncertainty around COVID-19, it’s hard to decide what’s best for your business when it comes to online marketing.
If you can continue marketing, even if you have to reduce your ad spend, it’s more than likely to keep your business afloat during this time and the months ahead.
The biggest mistake I’ve seen is so far is a small niche beauty brand that closed their shop because of COVID 19, stopped their ad campaigns even though they are selling products remotely.
Their Facebook ad campaigns generated about 45% of their business income. They decided the ads were too costly to continue. In less than 3 weeks their online sales plummeted by a whopping 75%.
They thought they could rely on current customers and didn’t take into account that customers still need to see an online presence of your brand to be reminded, because they’re stuck at home.
If you can continue online marketing, even if you have to reduce your ad spend, it’s more than likely you will keep your business afloat during COVID-19 and the months ahead.
While this is still a good time to advertise, you should note that conversions are not likely to roll in as they normally would. In the short term, your campaigns will keep brand awareness at the forefront of people’s minds, especially when the crisis ends
With many people staying at home to help reduce the potential spread of the virus, social media usage is surging.
Since people aren’t going out, they’re turning to Facebook and Instagram more than Ever – this means impressions are rising, and your ads could reach your target audience more easily than ever before. And YOU will reduce your overall operating costs for your campaigns.
Whenever there’s a disruption to “business as usual”, the first reaction for many businesses is to pause their ad campaigns, with the view to restarting them again once the crisis ends.
This is exactly why you should keep your Facebook Ads going (if you can afford to) during the covid-19. You can grow your customer base because your competitors are out of the running and you’ll see lower operating costs (CPC, CMS).
Since conversions may slow, you can shift to a lower-cost ad objective of Brand Awareness, with your Facebook Advertising.
Brand Awareness ads generate as many impressions as possible among your target audience, in the hope of getting a bigger customer base or audience.
Facebook measures this by asking people who saw the ad if they remember seeing it two later. This can be seen as a double-dip, because if they don’t remember your ad, they’ll be reminded again.
Brand awareness ad campaigns typically generate results for a few dollars, and are great at keeping brand awareness high.
There are some key business reasons why you would want to keep your Facebook marketing campaigns active during COVID-19, it’s important to think about how your brand will be perceived.
Consider changing your messaging or offers to serve people instead of just selling. If you change your approach it may help you win the trust and admiration of customers over on the long term. You can do this by offering discounts, freebies in the future, or even complimentary access to premium services.
The goal of advertising is to make money. Be sensitive about how you approach your Facebook advertising strategy. Offering helpful, thoughtful service with an increased value in a time of need will be remembered long after the crisis ends.
Consider the situation your audience is facing. Create thoughtful campaigns and offers that will go a long way towards helping your business make it through the crisis.
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Image courtesy of @UnSplash 2020