Facebook Ads are super powerful; there’s no doubt about that. If you add Instagram and Messenger ads to the equation, chances are you’ll reach a vast amount of your ideal audience for pennies on the dollar. Obviously, that’s about to change in a couple of years when big business finally decides to pour a higher percentage of their media AKA ad budgets into social.
At the beginning of this year, I ran several intensive Facebook advertising workshops in London (UK) where once again I had the amazing opportunity to help and connect with business owners and marketing professionals from different industries. Whereas some attendees used the event to familiarize themselves with the way Facebook and Instagram ads could help them leave their current jobs and join the entrepreneurial journey, others came in with a clear intention to take their social advertising skills to the next level.
Some of the marketing professionals from well-renowned financial institutions and corporations such as Amazon, Google or Deutsche Bank reminded me of my own journey. I started running Facebook ads back in 2011 and it was one of the skill sets that helped me leave the corporate world and propel my own business. Therefore, I very much understood their concerns and emotions in regards to leaving a so-called ‘safe haven’ to embark onto the unknown.
What struck me though was another group of attendees. It was a few of the business owners who at some point decided to ditch all their other offline marketing activities — such as for example: referral systems, distributing sales folders to local gas stations, stores or schools, and redirect all their money and energy into running ads on Facebook and Instagram.
Why would a business owner pour all his/her money into social advertising to the detriment of say word-of-mouth marketing that’s making up 80% or more of their business? Why would somebody do that?
Is it because it’s more comfortable to run ads from a computer instead of shaking hands, answering hard questions from customers and asking for referrals?
Sometimes it’s wise to deploy the ‘All-In’ strategy whereas other times it’s silly and straight out dumb.
Facebook Ads Aren’t the Cure for All Your Business Problems
If you’re an avid reader of my blog posts, you know that I’m a strong advocate of doubling, tripling or even quadrupling down on your strengths.
Ergo, if roughly 80% of your business is generated via word-of-mouth marketing AKA recommendations from friends, colleagues and consumers, then I would do whatever it takes to put a formalized referral system in place.
You will want to create and implement a referral program that is intentional, meaning it doesn’t rely solely on pulling customers by their elbow and asking for random referrals. Yes, you’ll need to invest into the system and integrate it into your overall business process. If you’re not doing it professionally, you’re not just leaving money on the table but you’re also wasting your precious time.
Let me reiterate again the fact that Facebook ads are an amazing online marketing vehicle. If used correctly and integrated with other online and offline marketing activities, it can lead to tremendous results – most of which are measurable.
Today, it seems like everybody wants to work remotely and be left alone to spend their entire day on the smartphone. Whether this behavior is helpful to you and the human race in general, goes beyond the purpose of this blog’s topic.
Obviously, based on this behavior you are confronted with on a daily basis and maybe, just maybe you yourself can relate to quite deeply, you will be inclined to conclude that all business is done on social by running adverts.
Wrong thinking.
To this day, the most successful businesses are built on the backbone of meaningful relationships. Nothing beats Face-to-Face (F2F).
The Elite knows this very well, that’s why they continue to hang out at high-caliber conferences such as the World Economic Forum (WEF) or Bilderberg. This is where they meet in person and close deals behind doors. The wealthiest people on this planet understand the power of F2F.
Face-to-Face has the highest sales impact. Period.
Success Leaves Clues; So Do the Wealthy
Technology has made things easier. It allows us to exchange information at lightning speed and connect worldwide with like-minded people without the cost of traveling.
However, technology and therefore Facebook, Instagram, Google, Amazon, “you name it” ads cannot and will never ever compensate the losses you make by ditching offline marketing activities.
Get out of your own way and continue to build meaningful relationships. Use Facebook ads as an integral part of your marketing bouquet without disregarding and more importantly, disrespecting the offline world.
Remember, with Facebook ads, you’re building your house on somebody else’s land. Yes, you can send traffic to your website and other sources you own, but if your entire business depends on the blue social media giant in Silicon Valley and one day @Zuck decides to close down the whole thing and go on a prolonged vacation, you’re done.
Think before you ditch something. Add Facebook ads to the equation. Strengthen your referral process. Expand your knowledge, skill set and mindset to be able to grow your business.
Originally published on my blog at StrengthInBusiness.com.
