Feeling Like Sardines
Did you know that last year there were over 2 million advertisers on Facebook? Well, stats are expected to show over 4 million advertisers will be on Facebook by the end of 2017. It’s a jungle out there and you need to make sure you aren’t shooting yourself in the foot.
After working with hundreds of brands in the wine industry, common threads show up in the mistakes that are made. So, I have compiled a hit list of the top 5 mistakes that can make the biggest impact on the competitive space of Facebook advertising.
Error #1. Not A/B Testing
The digital space is not “one-size-fits-all”. Yet, many wineries make the same type of ad without testing multiple styles of content.
More often than not, this step is skipped because Facebook A/B testing is overwhelming and there often is not a game plan in place to define success.
How to Fix It – Single out the content you want to test. For example:
- Audience targeting (travel, wine, foodie, etc.)
- Page to send to (home page, special offer, etc.)
Single out what makes a difference for your brand.
Error #2. Advertising Without A Gameplan
Seems like this one is staring you in the face, but this is the key that should start the car. Too many wineries place ads and boost posts without confirmation on the goal.
What does your winery want to achieve?
- Email acquisition
- Clicks to your website
- Engagement with your posts
- Increased followers
How to Fix It – Identify the business goals that can be achieved on Facebook. Script what success will look like and track your stats.
Error #3. Not Tending to Your Ads
A sure way to fail your winery is to set up an ad and check back when the ad is over. An ad is like a plant. Ignoring it will kill it. This may be the biggest mistake that new marketers make with social marketing.
When you click submit, your ad is going to cost you money…even if it doesn’t work. If you choose not to tend to your ads, you are throwing money away.
How to Fix It – Set regular days to check in on your ads. Analyze what is working, turn off ads that underperform, and transfer budget into successful ones.
Error #4. Not Installing Facebook Tracking Pixel
If you don’t track what people do on your site when they come from Facebook, how will you know if someone purchases? Many wineries ask how to define ROI. If sales are a tangible goal for your winery, this is a must.
The way it works is that you install the pixel on your website and Facebook will tell you who goes where. From landing page to conversion, it is all tracked. Pretty cool right?!
How to Fix It – Install the pixel – Click here to see how
Error #5. Don’t Stay Up To Date
Light is now changing at the speed of Facebook. Even when you work every day in business manager, a new button shows up just to make your day a little more difficult. Thanks Facebook!
Like it or not, this is the environment we live in. Just be like James Bay and “Let it go”!