Part 4 of 5: Is Facebook and online media your Friend or Foe? If so, what to do with it?
Let’s look at the other end of the spectrum from a friend I spoke with.
This time round, this friend, Mr. Chan (also a fake name) fully embraces online media, online marketing and advertising.
Note: The following is what we have agreed and discussed on over our meeting. However, due to the fact that this product and service is relatively new in the market, I shall pull back on the details.
Part 1 Online sales of a niche product targeted at the male crowd.
Mr.Chan has the website, Facebook, Twitter, Instagram, Youtube and Google Plus.
He has done a couple of campaigns with Facebook ads.
He got a few local news coverage, and a few blogs shout out too.
They go for small-scale roadshows to boost up their visibility, aiming at the target audience.
Mr.Chan has revamped the website after the initial advice and has done a good job at it. Functional, focused with the relevant content.
Recommendations given so far:
– Landing page as directed from their FB ads
– Change FB post to one that is more educational and/or informative; ask simple, easy related questions to increase response / sharing rate.
In an overall sense, Mr.Chan has much base covered. From attention-seeking roadshows, fan building social media to approval from news media.
However, the product isn’t flying off the shelves. Maybe because it’s a very niche product in this small local market?
Having less than 15 sales over 6 months is pretty nerve wrecking.
And no, it’s not a high priced product.
It’s about a month’s worth of public transport cost for a typical adult.
Part 2 So how?
Now, we have gathered that Mr.Chan is well versed in social media and has spread the net wide, let’s look into the details next.
Note: Mr.Chan may have or is currently implementing some of the suggestions below.
a. Facebook ads – Optimise response rate.
I have seen the actual Facebook ad. The headline and content can be overhauled to focus on the target audience and point them to the right action.
This can increase the click-thru-rate (CTR) to more than 10% from a 6%.
A relevant landing page to echo the ad is required to have a cohesive message. This would be a sale page with the significant benefits and the great value this product package gives.
Why does it work?
The current ad, even with room for improvement, is already getting a 6% CTR. Besides presenting the concerns and stating the benefits, Mr Chan could have done the profiling right.
A rework on the copy and tweaking the profiles would do the trick.
The conversion, however, can be further improved. Without a landing page, many visitors are left to guess what to do next. This usually turns them off.
A well-placed landing page with the right message and Call-To-Action will help secure a few more deals.
With the CTR increased and also conversion rate up, it not only will create more sales but also drive down the customer acquisition cost. (current cost is quite high in relation to the profit.)
What else to work on besides the ads?
One more post and we will complete this mini-series.