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CARIA WATT

Facebook Ads: Secure your Business During a Crisis

Should you stop your Facebook advertising in the midst of the crisis?

With the uncertainty around the pandemic, 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.

Lessons learned about stopping your Facebook ad campaigns

The biggest mistake I’ve seen is so far is a small niche beauty brand that closed their shop because of the pandemic, 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 the pandemic 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

1. Digital attention is at an all-time high

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.

2.  Competitors are pausing 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 a crisis. You can grow your customer base because your competitors are out of the running and you’ll see lower operating costs (CPC, CMS).

3. Brand awareness is a low-cost objective

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.

4.  Service people now and win their business later

There are some key business reasons why you would want to keep your Facebook marketing campaigns active during the pandemic crisis, 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