Facebook is one of the biggest and most popular social media networks, boasting over one billion active users. Thousands of businesses use Facebook to not only build and grow their client following, but to also promote and advertise their business. One of the most popular ways is through Facebook advertising. There are lots of opinions on how to get Facebook advertising to work the best for you, however we are only going to focus on the main tried and tested tips.
Before we start with the tips and tricks of Facebook advertising we wanted to cover the basics of how Facebook advertising actually works. At this current time (September 2016) Facebook advertising works through a “bidding” process. Basically when you choose to run an advert through Facebook you set a budget for that advert, which is the total amount you want to spend e.g. £50. Once you’ve set your total amount you then choose a bid – the amount you’re willing to pay to have customers see your advert and click on it or take some other action.
You also have the option of setting either a daily or lifetime budget for the advertising. This is so that it’s easy to stay within your budget. If you want to pay a certain amount per day e.g. £5 then you select the “Per Day” option in the Budget section. Facebook will never exceed this amount and the daily budget will reset each day at midnight. On the other hand you can also select a lifetime budget which continues until either your budget amount runs out or your advert end date arrives.
Now that we have those basics covered, let’s check out the tips!
Unfortunately, negative reviews happen to us all, and seeing a customer say bad (and often hurtful) things about your business can really sting. We all work hard to make our businesses the best they can be so the idea of a customer disliking what you have to offer can be painful and difficult to deal with. However, I’m going to show you how negative reviews don’t have to be so bad after all and that there is in fact a silver lining to every cloud. Let’s go!
Think of the last time you bought a product or booked a service online. Where did your search start? If you’re like most potential customers, probably with a little bit of research followed by a good look at some customer reviews. Why? Because reviews are personal and real. They are not published by the company selling the product or offering the service, they are not written by a professional or exaggerated with marketing lingo in any way. They are written by people just like you. For this reason, we tend to trust customer testimonials more than anything else. They’re also great for your search engine optimisation, so how do you get your customers to review your business?
If you’ve worked within the photographic industry for a number of years, you will most likely have heard the objection ‘you’re too expensive’ at some point in time. Your first reaction may be to feel offended or to rush into justifying your fees, however sometimes clients have a valid reason for thinking this way – mainly because of preconceived notions about the industry and the value of your services. Before you go off in a huff or rush to find a defence, take some time to uncover why your clients feel and think that you are too expensive.
The first thing to realise is that price is considered a reflection of value. Clients consider your fees a ‘great price’ when the value is higher than the price, however it’s considered ‘overpriced’ when the price outweighs the potential value. Getting the delicate art of price/value balanced can take quite a while, but the main thing to be aware of is that clients can go to Google and find twenty photographers that are cheaper alternatives so if you are charging a premium rate you have to be offering a premium service.
However, you should never lower your rates just because you hear ‘you’re too expensive’. If you offer a lower discounted fee just because someone makes a comment, they will automatically believe that they can negotiate a discounted rate by pushing you harder. This is why it’s important to take the time to find out the real reason why your potential clients are apprehensive towards your prices.