So what do you do about it?
You really have two options. The first is to create or share better content that your audience wants to see. The second is to use Facebook ads. Facebook ads can be a very affordable way to attract new customers to your horse business if you avoid these five common mistakes:
1. Promoting Bad or "So What?" Content
One of the easiest Facebook advertising options is the Promoted Post. Basically, any post that you have on your Fan Page wall can be promoted to your fans or even nonfans. While this is by far the easiest way to start with Facebook advertising, you'll want to use it sparingly and with the content that will get the most engagement.
Solution: Only promote your best stuff. Select images that will catch someone's attention, use copy that makes people want to find out more and be clear on what action you want the person to take whether it's read more on your website or just engage with your content.
2. Failing to Narrow Your Targeting
When it comes to Facebook advertising, targeting a large group is usually not wise. One of the great things about Facebook ads are you can be very specific about whom you want to see your ads.
Solution: It's important to know your potential customers and target your ads to those demographics only. Are you only looking to reach local customers? Use geotargeting. Are you selling a nice hunter/jumper prospect? Then, target users who like other pages such as the USHJA?
3. Having the Wrong Call To Action (or None at All)
It's important to understand how your ads relate to your goals. For instance, if your goal is to market a horse you have for sale, creating an ad to grow your page likes might not be the most effective use of your advertising budget.
Solution: Start with your goals in mind and work your way backward. What is the action that your want your potential customers to take? Then create and ad that encourages that action.
4. Being Too Concerned with Page Likes
Growing the number of people who like your page isn't a specific enough goal when it comes to Facebook advertising. If you're a boarding stable, having someone in another country like your page might boost your ego a little, but it really doesn't do much for the bottom line. Especially, if you're paying for those likes.
Solution: If you want to grow your page likes, be sure that you target the right audience with your ads. Go beyond the page like and create ads that encourage people to sign up for your newsletter, watch a sales video or take a virtual tour of your farm.
5. Not Analyzing the Results
"Half the money I spend on advertising is wasted; the trouble is I don't know which half." - John Wanamaker
You can spend as much or as little as you like on marketing and advertising, but if you have to know which channels are working for you.
Solution: Facebook offers a very good set of information on how your ads are performing and even helps you track conversions on your website (such as a newsletter sign up, or someone filling out a contact form). Make sure you are looking at this data on a regular basis and make changes when needed.
Facebook has an abundance of tools to help you target your ads and promoted posts. The most exciting tool for horse professionals are the recent changes to the Ad Editor. However, at first glance it can be a bit daunting. So, we hosted a group coaching session for our members entitled Facebook Advertising for Horse Professionals. During this session you'll get a time saving look at the backend of the Facebook Ads Interface and learn how to create stellar, inexpensive, result producing ads!