Of the hundreds of marketers and entrepreneurs we’ve worked with over the years, we've identified seven major pitfalls that keep companies from having success with Facebook™ performance ads.
Overcoming the Facebook™ as-spend trap is a mindset issue. The mindset issue is more related to your overwhelming desire to grow your revenue or the lack thereof. If you really want to grow, you will. If you have a pre-disposed negative attitude of what it's going to cost you, then you won't.
By "cost," I mean not just ad-spend, but your time, effort, willingness to connect with people ahead of you, willingness to admit defeat and change course, and your unfailing attitude to press forward no matter what.
There are no half-way measures or attempts. There is no I'm "somewhat* successful." You are either successful" or "not successful."
This year, our annual world-wide peer to peer Facebook™ marketing group gathered in Maui. This event was held within sight of a very popular cliff-diving spot. Let me tell you something about cliff-diving:
When we kicked off Performance Based Facebook™ ads last year, we mostly attracted an audience of veteran FB marketers.
Facebook ad campaigns are the number one way to grow and scale a business in today’s highly competitive digital market. Facebook ads produce success because Facebook has mastered two critical elements of digital marketing: reach and targeting. Facebook simply reaches a better audience though its laser-sharp targeting.
6 out of 10 persons you will sell this year will have a Facebook account.
80% of those are active on Facebook within any 28-day attribution window.
This means that with the right Facebook ad campaigns, you could present your brand to one half of the people on the planet within days. There has never been anything like this in the history of advertising.
How do you present your products or services to the audience most likely to buy? This is the age-old question. And it’s also the gold standard of marketing.
At CES this year, over 4,000 excited vendors will be vying for top-of-mind impressions, email op-ins, leads, and (hopefully) sales. But are trade shows—even big ones—the solution to scaling? Trade shows are not a new idea, nor are billboards, radio spots, print ads, or even some digital channels for that matter.
Before you chose what type of agency you want to hire, you might find out if they're even worth hiring at all. How to shop for a marketing agency and sort out the leget ones from those that are full of hot air is super easy.
Why Have It and How to Install It
The Facebook “pixel” is a tracking code, pure and simple, and it’s totally free. (For those who need to know, it's actually a 1px non-displaying image that shows up on every page of the website you're tracking).
So, you have a Hubspot website (or any website platform for that matter)? But you (currently) have no intention of running Facebook ads?
According to Entrepreneur, one of the most profitable franchises to open is a McDonalds fast food restaurant. Here’s how to do it:
You invest about 1M. Your first year and subsequent year's gross sales will be in the neighborhood of 2.5M. If you self-manage, you should clear at least $250,000 per year.
Would you do that? I wouldn’t. Four years to see a return? I think a return that takes four years is not so great.
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This video is the most thorough overview of the Hubspot Sales Professional and CRM on the Internet. It's a companion to my post covering reasons why you should be using Hubspot Sales Professional.
By spending approximately 20 minutes digesting this video, you’ll be able to buy Hubspot Sales Professional and begin using it and customizing it immediately.
Remember what sales was like before the Internet? The sales person ruled the sales process. Today it's just the opposite. Today, you just hop online and go with the option that you think will work best for you. When you’re talking to a sales person today, you’re looking for someone who can solve what you’re trying to achieve, not someone who will push something on you.
Not getting the leads you want? Not sure what to do about it? Here’s the skinny on how to fix things if your marketing is broken.
Most companies know they should have a good website and should be doing some marketing tactics such as blogging and posting on social networks.
<<SPOILER ALERT! GET THIS BEFORE NOV. 1, 2017 FOR $50 INSTEAD OF $400!>>
Companies who are going to survive the coming 2020 marketing tsunami are acting today. By 2020, the SaaS landscape will have changed drastically. Today, we understanding digital marketing revolves around software. Tomorrow, digital marketing will revolve around the right software and those savvy enough to utilize it.
This is not the newest “black hat” SEO trick. And in no way am I implying Google Adwords (paid search) is the same or even related to organic content. Even though now you can track results using metrics, Adwords and organic still are different animals.
While there are other ways to get SEO top ranking in Google, this tactic is by far the least understood.
Technology rolls forward. The best construction company website five years ago probably now is not performing to your level of expectations.
Since the word, “best,” is ambiguous, let’s definite it relating to a construction company website.
Broken down into finite parts, a website must deliver two things:
- A great design
- Great performance.
Planning a new website redo that will look great but is horrible on performance is like buying a billboard on a road that’s closed.
How a website is built is just as imporant as what it looks like.
Today, website designs are now developed in one of two ways:
- Use a theme builder.
- Code by hand (using data structures, coding stacks and snippits).
A theme builder is a piece of software—an app a designer uses to generate the actual set of themes making a complete website. The user uses the software to "paint" the design and structure of a website and the software generates the website.
Thinking about a website redo for your business? If so, you have three choices and only three:
- Hire an agency to build a custom website.
- Hire an agency to buy a $50 theme or template and have them modify it slightly.
- Buy the $50 theme yourself and load the content yourself.
We think the only viable choice is #1, a custom design. We think it’s the only choice even if you’re a startup or small local business on a budget. That's because whatever you spend on digital marketing—and your website is the foundation for that—is the most important investment you can make.
Not everyone agrees. In fact, Forbes published an article entitled, “Why You Should Never Build A $10,000 Website.” I agree: Not everyone needs a $10,000 website but that doesn't mean you should compromise.
While I could list 50 other issues that plague web design (like don’t hire a crappy agency), the following are the top five issues we've observed. Go to any business website and you’ll stand a chance to see at least one of these five issues.
Here’s the key question: Does it really cost any more $$ to do something right the first time? Even if it did, what’s it worth to you and your brand to do a website update, maintaining a sense of excellence among your prospects instead of sloppiness?
The #1 reason marketers begin a website redo is, “our site looks old, stale, or low tech.” Everyone knows performance factors that drive SEO are important, but it’s usually aesthetics that initially drive a new website project.
Looks can be deceiving—because there’s a lot more to a website than it’s styling. Here’s the three-legged stool of professional web design:
- UX – “User Experience.” The design and how users interact with the design.
- SEO – “Search Engine Optimization.” How users find and access your content.
- CRO – “Conversion Rate Optimization.” How users convert from visitors to leads on your website.
A few years ago, responsive design represented a huge leap in web design. Back then, as today, issues with responsive design websites of all platforms have plagued developers.
The much touted “responsive design,” only solves one issue: It reformats the structure of a desktop-sized website to display on mobile devices. Responsive isn't magic; it doesn’t do anything else.
Responsive design is a coding sequence developed in 2010 withe the sole purpose of forcing a website to respond to the screen size or device on which it is viewed. Responsive design was developed to give the growing number of users accessing the web on small-screen mobile devices a better viewing experience.
Responsive design still is touted as the be-all, end-all of web design, when, in reality, it's not. If responsive design is the only mobile-ready technology your website possesses, chances are your website could kill your top ranking in Google.
As of 2017, we made the decision to ditch WordPress for Hubspot CMS. We are no longer building new websites on WordPress. If you insist on WordPress, we’ll point you to some links to show you how to get a totally free WordPress website. But that new website will do nothing to help grow your business. (BTW: You get what you pay for.)
Vetting out a web design agency actually is not the first step you should take. Setting goals and expectations of your new website is. But as soon as you’re done with goals, you are going to have to hire a web developer or agency.
As you may assume, there is very little difference between me hiring a web developer and you hiring one. While there are many qualifications you could look for, we put the following five qualifications to hire a web developer at the top:
Choosing a website platform often is one of the hardest choices a company can make. After all, the digital marketing choices you make will either make or break your entire marketing efforts.
WordPress is a website platform you either grow to love or to hate. Like many products, there are things that make a product popular but just because everyone else thinks something is great doesn’t mean it will be great for you.