Advertising on social media for small businesses, especially in niche segments such as heavy equipment can have a significant impact on growth. This is because social media provides access to a wide audience and cost-effective targeting through ads. If you are a small business owner and have trouble finding leads even after constantly investing in social media advertising, then you are probably doing it wrong. An ineffective social media ad campaign doesn’t only mean lost opportunities, but also a wastage of capital that can severely impact the financial health of your small business. Hence, you must be aware of and try to avoid the most common social media advertising mistakes like the ones mentioned below:
Having unclear objectives is a major reason for poor performance of social media ad campaigns. Not having clearly defined objectives for specific ad campaigns leads to a lack of direction while devising a campaign strategy. A clear objective or goal refers to a metric that you want to achieve through the advertisement. Your goal could be anything from getting more followers and more people to buy from you to increasing the engagement or having an increased brand awareness. Since you may have limited funds to invest in the campaign, wanting to achieve more than one clear objective can be a bit too much to ask for.
A clear objective allows you to decide on your bidding strategy for social media advertising campaigns. Based on your objective, you can select cost per thousand impressions (CPM) or cost per click (CPC) method to advertise on social media. If your objective is to have more brand awareness, then you should opt for a cost per thousand impressions, or if you want to generate more leads you can choose a cost per click option. For small businesses serving in niche segments such as heavy equipment and vehicle sales, selecting a cost-per-click option for lead generation is a cost-effective option.
Running a niche business means having a very well defined profile for target customers. Knowing your customers well will enable you to choose the appropriate targeting options on whichever social media platform you use to advertise. Most new business owners make the mistake of choosing a broad targeting approach, which results in the campaign ending before even reaching a single qualified lead. Since only a limited people can view your ad based on your budget, it is crucial that you are very particular about the people you want to target. This should be done in moderation, as targeting too narrowly is also possible. To get you started, here’s a guide on how to target the right audience on social media.
Having a single advertising strategy for different social media platforms is just a lazy way to promote your business. The results, unsurprisingly, will be less than ideal. However, it is understandable for small businesses to take this approach, due to the shortage of specialized marketing personnel. Different social media platforms are used differently and have different features and limitations. Your ad campaign for every platform you choose to promote on should cater to these differences, and be devised accordingly. The content of your ads should differ from one social media site to another to maximize engagement on each platform.
As a small business owner, it could be difficult for you to focus on essential business functions and simultaneously running an effective social media ad campaign. Lack of experience in social media advertising can lead to mistakes and you may end up wasting your finance. Therefore, to avoid these mistakes and run an effective ad campaign, we suggest that you leave it to social media marketing professionals who will ensure that your investment, however big or small, leads to maximized returns.