After dedicating much of my post college life studying sales, I’ve started to dip my toes into “top of the funnel” education: marketing and advertising. 

I started reading books on these topics and began following influencers on social media and listening to their podcasts and watching their YouTube videos.

After hundreds of hours of tasting, it was time to start testing.

First of all, I have a TON more to learn. And maybe some of this is totally wrong. If that’s the case, please let me know.

BUT, I’m learning by testing, by trying, by taking action. Reading books alone isn't enough. 

Here is what I’ve learned so far doing promoted posts on Facebook and LinkedIn.

Facebook ads are CHEAP!

Right now, Facebook ads cost around $8-$12 CPM (Cost per 1,000 impressions). If you’ve done any other type of advertising (TV, radio, banner ads, print, etc), the typical cost for these platforms is $30-$40+ CPM. So Facebook ads are about ONE THIRD of the price of most other media. 

The other great thing about Facebook ads is you can target them DIRECTLY to your audience. You can pick the age/gender/interests/physical location and MUCH more of who sees your ad. 

Choosing the right picture is critical 

People literally fly through their social media feed at blazing speeds, so the picture is extremely important. My best advice here is to NOT use a picture that looks like a typical stock photo. You want something that will create some emotion if possible, and something that doesn't immediately shout "this is an ad".

Ask a question and start a conversation 

One of the advantages of social media advertising is you can have REAL-TIME conversations with your customers. This is a BIG DEAL, so take advantage of it. Make sure to ask a question at the end of your copy that will generate some comments. Only ask ONE question, and keep it pretty open ended. For example, "What are your thoughts on this product?" 

 
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Don’t try to avoid upset customer comments

Let me put it this way- if you go to buy something on Amazon, and there are only positive reviews, how does that make you feel?

Most people are okay if they read negative reviews, especially if the company replies with something like, “Hi Mike. I’m sorry for the issues you had. We fixed that problem in a recent update and sent you a replacement. Thanks for your comment and your business!”

The point is, it’s okay to have negative comments. In fact I think a few of them are a good thing. You might even learn something about why your product isn’t selling. 

And if you can fix a problem your customer is having, they will tell 10 people about it. Your biggest fans are many times people that have had issues and then had them resolved QUICKLY. 

Instant Feedback

If your ad isn’t working (getting the clicks or comments you want), stop the ad and change the picture, copy or CTA. The great thing about Facebook/LinkedIn ads is you can stop the ad ANYTIME you want. So you might only spend $10-15 to realize it’s not working. On other platforms you might end up spending thousands of dollars to find out the ad was a total dud. 

So TEST! Run an ad and see how it is performing. If it's not working, change it!

LinkedIn ads cost around $60 CPM 

There is a very good chance that I’m getting charged $60 CPM because my ads are not good. So I’m partially writing this to say, if you’ve done LinkedIn ads and had success, please let me know! I’d love to learn what I’m doing wrong. 

 

Have you tried running Facebook or LinkedIn ads? If you have, what’s been your experience?

If you haven't ran ads on these platforms, what is stopping you?


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Brad Telker
Vice President of Commercial Sales at cfm Distributors, Inc.

Brad joined the cfm team in 2006, and now as the Vice President of Commercial Sales, he focuses on business development, as well as helping contractors and engineers find creative and unique solutions to any size HVAC project. When he’s not at work, Brad enjoys photography, running and spending time with his family.


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