How to Use Facebook Advertising

Facebook Advertising can be an effective way to acquire quality customers

Facebook Advertising

After the recent discussion in the forum, Paid Advertising – Facebook AdSense vs. Facebook, I thought it would useful to go through Facebook Advertising to show both how to use the paid advertising service as well as to see how effective an ad campaign can be for a hunting business.

For more detailed How-to instructions for Facebook Advertising please see Facebook Ads Help Center.

Let’s dive right into the step-by-step process for creating a Facebook Ad Campaign. I’ll set up a campaign for Hunting Business Marketing…

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Facebook Advertising Campaign

Starting out with objectives for an ad campaign is essential or tracking results and determining the success of the effort.

My objectives for this short-term Hunting Business Marketing Facebook Advertising effort is to get:

1| Additional traffic

2| Comments

3| RSS subscribers (long-term readers)

4| A new Member

Since this is a small campaign, I’d be happy with a few new visitors and potentially a comment on one of the free articles.

Let’s look at how to setup of the campaign…

The Hunting Business Marketing Campaign

Facebook focuses on making the features on their site simple, but if you have any questions about setting up a campaign for your own business that aren’t included in this guide, please ask them in the comments.

Visit Facebook

Click for sharper images

Welcome to Facebook

Login

Login to Facebook

Click Advertising

Facebook Advertising

Facebook Ad Manager

Facebook Advertising Manager

Click Create Ad

Create Ad

1. Design Your Ad

Design Your Ad

URL

Enter the URL for the specific page on your site you would like your visitors from Facebook to land on when they arrive at your site. I’m picking my Welcome to Hunting Business Marketing page because it’s designed to get new visitors introduced to relevant content.

You could create a page on your site dedicated specifically for Facebook users if you want. You could create an ad for your photo gallery and enter the URL of your gallery.

Ad Title

Here is one limitation – I wanted to put Grow Your Hunting Business or Hunting Business Marketing for the Ad Title, but Facebook limits the characters. I’ll have to be more innovative.

Ad Title Character Limit

Ad Body Text

I entered a short description of what Hunting Business Marketing provides. The text you include is important because you only want to entice your target customers to click on the ad. This will give you the best chance of converting.

Ad Image

I added the logo here. You can include your logo or any other relevant image.

Design Your Ad Step 1

2. Targeting

Location

You can choose the location you would like to target.

Age

Depending on your business, age may play a part in your ad targeting.

Keywords

This is an important section. Try typing in hunting. Make sure to click on All next to the Education section below first. As you can see, there are lots of hunters on Facebook. This means that there are currently about 650,000 to 700,000 people on Facebook, over age 18, in the United States or Canada, who like hunting enough to include it in there profile.

Hunters on Facebook

I’m going to use the following parameters for the Hunting Business Marketing Campaign:

United States or Canada

Age 18 or older

Who like hunting

3. Campaigns and Pricing

Campaigns and Pricing

Campaign Name

I’m going to call this campaign Hunting Business Marketing.

Daily Budget

My Daily Budget is going to be $10.

Schedule

I’m going to run this ad for one day so I’m going to choose to Run my ad only during specified dates.

I’m going to pay for clicks.

Max Bid

Now, the suggested bid range for the keyword hunting is on the high side – $0.80 to $0.92 USD. I’m going to go right at the top with $0.92 so my ad will have a good chance of being shown. This means my ad will likely get only 11 clicks for the day (October 3 through October 4) I’m going to run the campaign.

Hunting Business Marketing Campaign and Pricing

Click Create

Once your information is all filled in you can create your ad.

Hunting Business Marketing Campaign and Pricing Create

Review Ad and Make Payment

Check to make sure your ad is as you would like, enter your payment information and make your payment.

I’ll be running my ad for one day at the rate of $10.

Review Ad and Make Payment

The ad is now active, but pending review from Facebook. Once it’s approved it will begin showing up on the pages viewed by users on Facebook who are interested in hunting. (Approval may take a few hours)

Ad Pending Review

Tracking Results

To track the results of this ad campaign, let’s go back to the original objectives:

1| Additional traffic

2| Comments

3| RSS subscribers (long-term readers)

4| A new Member

After a few hours you will receive an approval.

Facebook Ad Approved Email

Now comes the fun part!

Check out the analysis of the campaign on your Ad Manager screen.

Ad Manager

After analyzing the results of the Hunting Business Marketing Facebook Campaign, I realize that it wasn’t much of a success. I got the projected clicks I expected – got a few visitors and potential readers, but as far as acquiring customers it didn’t get the ultimate results.

However, your initiatives with Facebook Advertising will differ so you should definitely experiment. I will probably continue testing various things with Facebook Advertising.

Things to consider

Some things to consider when becoming active with Facebook Paid Advertising include:

1| Time of Day/Week/Year

2| The Nature of Facebook Users

3| Limitations

4| Advantages

The time of day, week, and even year is important when you’re thinking about your goals for your Facebook ad campaign. Think about when your potential customers are likely to be using Facebook: Morning, night, evening? Are the users you’re targeting likely on their computers during the week during breaks at work or are they using it on the weekends while at home? Maybe they’re not using it on the weekends because they’re business hunting. Also consider that the Facebook user you’re targeting might more inclined to click on a hunting product or service ad as hunting season is approaching rather than when their favorite hunting is out of season.

Thinking about the HBM campaign, it seems that the nature of Facebook users probably is not who should be targeted. If there was a way to target users who owned hunting businesses Facebook Advertising may prove more beneficial for HBM, but until then it seems like it might not be the best marketing option. However, Facebook users are familiar with using features like photos and free community sites so if you’re hunting business revolves around this format you might find success.

As I mentioned a few times above, there are limitations to Facebook Advertising: keyword targeting (and vs. or), character limits, etc. These are limitations to consider as you experiment with the advertising opportunity with Facebook.

While Facebook Advertising has its limitations, Facebook has been proactive in becoming business friendly over the past couple years as they’ve continued to improve their ad campaign platform as well as adding things like Facebook Pages, etc. I expect there to be lots of advantages for hunting businesses in the future beyond the advantages you have today: keyword targeting, spending limits, large user base, etc.

Summary

Overall, I would say this Facebook ad campaign for Hunting Business Marketing was good in the sense that it was a learning experience, but ineffective in my objectives. Even for the little effort it took to create the ad, it seems that the target customer of Hunting Business Marketing is not on Facebook. There are probably better opportunities elsewhere for HBM. However, there may be opportunity to target for HBM if I were allowed to select users with hunting and business as interested rather than users with hunting or business. I think this would make a big difference for target the specific customer of HBM. This was a small test for HBM, but there were interesting results.

I hope your results turn out a little better with Facebook Advertising.

Please share your experiences in the comments or in the Hunting Business Marketing Forum.

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Related posts on Hunting Business Marketing

Paid vs. Natural Traffic: It’s like Baiting vs. Funnel Hunting for Deer – Part 1

Hunting Industry Stats

How Small Hunting Businesses Can Beat the Big Competition

Related posts on the Web

Facebook Marketing: Articles and Resources

Facebook and the Social Graph- Who Benefits

The sad truth about marketing shortcuts

The Convenience Store Guide to Blogging

Have you ever been in a convenience store?

The Power of Convenience

image credit: emples

Do you ever notice how a convenience store (my favorite is Kwik Trip here in Wisconsin) strategically place their best products throughout the store?

Or have you ever noticed how a convenience store will have their own brands of popular items…also prominently displayed…sometimes discounted heavily?

I was recently in Kwik Trip waiting for the person in front of me to check out when it dawned on me that Kwik Trip is a lot like a successful blog.

Yes I know, there is something wrong when I think about blogging while picking up bananas, milk and eggs at Kwik Trip at 8pm on Sunday evening. (I needed breakfast for Monday morning after my workout).

Anyway, Kwik Trip seems like a successful business. It’s busy whenever I go there no matter the time or the day and they seem to keep building stores despite economic conditions.

So I’m guessing Kwik Trip and other convenience stores are doing something right and there are a few things you can do with your blog (or hunting business) that are successful for Kwik Trip.

Let’s take a look…

continue reading…

How to Create Marketing Pull by Commenting on Other Blogs

“Selling to people who actually want to hear from you is more effective than interrupting strangers who don’t.” Seth Godin

Push Pull Marketing

image credit: Robert S. Donovan

I was asked recently about commenting on blogs.

A few of the things discussed concerned:

1| The effectiveness of getting traffic by commenting on other blogs

2| Adding links to blog comments

3| How to actually comment on blogs

I like reading and commenting on blogs and I thought it would be interesting to share my thoughts on the topic.

Here are a few other posts I’ve written about blog commenting:

Which Blog Commenter Are You?

Successful Hunting Business Highlight – CamoFire

A Hunting Business’s Most Valuable Resource on the Web

For this post, I’d like to focus on how you can use the power of blog commenting to create pull marketing for your own blog or Website.

Pull vs. Push Marketing and Blog Commenting

Maki at Dosh Dosh sums it up the best with the post Push Marketing V.S. Pull Marketing: Using Both Strategies to Promote Your Site:

In push marketing, you ‘push’ your content or product towards the audience which may or may not be aware of it.

Conversely, in a pull-marketing scenario, the customer ‘pulls’ your content or product towards themselves, because they are interested in learning more about it.

Blog commenting should be a part of your goal to make connections on the Web and subsequently market your own Website or blog.

The initial thought most Website owners have when they consider leaving a comment on another blog is that it’s an opportunity to create a link back to their own site. They’re also hoping to gain attention for their site by leaving a quality comment.

While getting a link to your site is one of the benefits of leaving a comment on a blog, it shouldn’t be your main focus.

Here are the differences…

Push Blog Commenting

image credit: flattop341

I’m sure you’ve seen it (and I for one am guilty of it).

If you read blogs or message boards you’re bound to come across a blog comment that goes something like this:

Dayne Shuda said at 5:05pm:

Hi, I just wanted to say what a nice Website you have here. I think you’d really like my Website, Hunting Business Marketing. I write about hunting business marketing and I think you and your site would benefit from all of the wonderful content available. I hope to see you over there and I’ll look for your comments. Take care, Dayne.

Now, this comment has all of the best intentions. I really do think my content will help out the readers and the writers of this [insert hunting blog here].

But it might be obvious to you now that I only have one person in mind when I’m writing this comment whether I realize it or not…Me.

That’s right, I’m only thinking about what this blog comment can provide for me and my Website. I’m writing this comment strictly with the goal of getting the site readers and editors to come visit my Website by clicking on my name or on the link I included in the comment.

This type of comment is often viewed as spam by not only site editors, but by readers of the site as well. People can sniff out your intentions from a mile away on the Web. They’re used to seeing this type of marketing offline and they don’t have the time for it online. There are too many other sites to visit.

The Web is saturated with push marketing and while it probably works to some extent (otherwise people wouldn’t do it), the quality of the traffic you want is not found by pushing your content onto your potential audience.

There is a much better alternative.

Pull Blog Commenting

I feel fortunate that you always leave great pull marketing comments on the posts here at Hunting Business Marketing.

You and other commenters on the posts here leave your insight, feelings, and thoughts regarding the topic addressed in the article and that’s what adds the most value to the discussion and the connection both with me and with other readers.

The best examples of blog pull marketing blog comments are those that have nothing to do with the author of the blog comment. Yet in a weird way when you write blog comments that say nothing about you or your Website, it actually says something about you.

Confused yet?

What I mean is that when you give your subjective thoughts and insight and add value to the discussion of the blog you’re visiting you’re letting the readers and the site editors know that you’re the kind of person who cares about adding value with no strings attached.

This is powerful and you have to be truly sincere to be able to comment on blogs in this way.

Let’s take a look at some of the amazing comments left on this blog.

Examples of Great Blog Comments

1| A Different Take on Intellectual Property and Blogging

Commenter: Albert A. Rasch

Dayne,

Overall I do agree with you.

Where I draw the line is failure to attribute the work to the originator. And I am willing to be a little flexible on that point. If you’re trying to make a buck off the work then you damn well better give credit where it is due.

I am fine with folks copying my work. Just put my link to it and we are cool. As long as your website is relatively morally acceptable, I see little issue with copying with attribution.

The problem that arose over at TROC was a multi-tiered issue of ethics, morals, and ill-gotten profits. Far from the issue and value of shared content.

The real value of TROC isn’t the content, but my ability to create that content.

Now the content has value for others, otherwise they wouldn’t visit as often as they do! There are values that I am willing to give away for free, educational, comic, inspirational, emotional, and probably others. When someone tries to use that those values to profit from my ability to create it, then there is a definite problem.

You are very perceptive to look at the music industry as an example of the disconnect between the artist/musicians, producers, marketers, hanger-ons, and leeches that have sucked that industries vigor right out of it. We are at the cusp of a paradigm shift in the music industry.

“When copies are free, you need to sell things which can not be copied.” That sums it up very nicely. But again the issue for an Albert, Rick,or Zach, isn’t the money. We don’t make any money from our blogs! But by golly neither should anyone else. I put three to six hours a day in my blog… (Mostly because I type with two fingers and a thumb. Shhhh!) and I’ll be damned if some low life is going to steal my content for his lame dating service, (Which is predominantly stolen content too.), without me hunting him down until he wishes that Al Gore had never invented the Internet!

Lotsa Love!

Albert
The Rasch Outdoor Chronicles
The Mark Osterholt Files

My thoughts

I have admit that I thought this particular blog post would get some comments because it was about a topic that affects so many passionate bloggers. I was hoping for some good thought and discussion. Albert delivered that and much more with this comment.

Not only is this post a great example of a blog comment that contributes more to the discussion (pull marketing), but Albert writes it in his own voice, which only adds to the overall effect of the pull marketing benefits of blog comment.

2| The Significance of a Hunting Business Logo

Commenter: T. Michael Riddle

You know Dayne,

Your site and content are addicting, I just can’t seem to go a day without visiting and learning something new here!

The title of this one really brought home some very good and quite familiar points for me.

While playing in various bands over the past 30 years and now my hunting business as well, here below was probably one of, if not the, hardest obstacles for me to over come.

First would be the name itself! Will it reflect what we do and what we are about? then how do we come up with a respective logo which will brand us effectively? etc. etc.

This process would sometimes take weeks of think tanking and brainstorming.

Then, just when you finally settle upon something which you believe does everything that you think it should, now comes the real work of checking that your Name and Logo do not infringe upon someone else’s established Trademark!

Then after that, finding a graphic artist who can convey what image that you have in “your” head to the brand that will eventually establish your product into the mind of the buying public.

The one thing which I have learned over the years is to trust the people whom you have hired out to help you do this.

They are the professionals, so let them do their job without hindrance.

You would not attempt to tell your brain surgeon how to operate upon your head, so do not tell your marketing firm how to market your business.

A couple of examples would be: When I would write songs, our producers would ask for about 30-50 songs so that they could choose 10-12 good ones to take into the studio for recording.

While in the studio those final songs would sometimes get chopped up quite a bit, rearranged etc etc. to the point that they were barely recognizable (to me the artist) from what they started out as in the beginning.

While just starting out as a young writer and with just barely 10 songs under my belt, I would view those 10 songs as my “babies” and anything that anyone wanted to do to them was particularly abhorrent to me.

“don’t molest my songs! I would be saying in my head”

After the first 100 songs or so you begin to lose that overly protective attitude, and then you start to look at the “business” of music rather a little differently than when you first started out.

That is when the real art of collaboration begins to take form and the result will sometimes be where legendary albums are created.

That same way of thinking is what got me through the Re-Branding of my hunting business.

When our marketing firm suggested that we change our logo to something a little less redneck, and something with more family appeal.

I immediately knew what to do and that was to let the pros do their job without my interference. And the result of allowing them to reshape our image placed the company exactly where, and to what I wanted it to be in the first place.

It just happened to be out of my realm of expertise in respect to graphic arts, and appealing to a broader market with a logo style that would do just what it was intended for.

It must be remembered that a single person cannot do it all by themselves because any successful company owner, be it a band or a hunting business will tell you, that it was through collaborative efforts that they got to where they are today.

I think that our old website is still up if you search down for it and you can there, view my old self designed brand compared to the new one which comes up first on the search.

My thoughts

This was a post that Sarah from On Life and Design and I spent some time on. We really wanted to touch the essence and importance of a hunting business logo.

I was glad that the post was good enough to warrant a comment from one of the best commenters on this site.

T. Michael has contributed a lot of quality, pull marketing comments on this site.

Not only does T. Michael add to the conversation, he brings his unique voice and musical background perspective. It’s a great way to bring more depth and meaning to the discussion.

3| The Best Country Songs You’ve Never Heard – A Lesson in Marketing

Commenter: Tom Sorenson

Well done – my musical tastes veer more towards alternative and classic country – but I can see and appreciate the points made just the same!

It seems we all hear about the stories of the guy/gal that just shot onto the scene and had amazing success right off without having to really work too hard to get it. That’s probably the story of .5% of success stories – most success stories begin and end with a ton of sweat toil and sleepless nights! Thanks for the reminder.

My Thoughts

Tom is another great commenter as well as a great site editor and writer.

I always appreciate his insight when he takes the time out of his busy day (he has a newborn now) to comment on the blog.

I remember writing this post and wondering if it would hit home with anybody. It felt good when Tom commented that he got the marketing message that hard work and perseverance usually pay off and that it takes time to become successful.

This is another example of how your blog comments show that you’re taking the time to understand the meaning of blog posts. Readers and site editors respond to this and they’ll often click on your name to find out more about you. It’s a win-win situation.

Summary

I’d like to finish by saying that there are some wonderful commenters on Hunting Business Marketing. You are the best readers a site editor could ask for and I thank you for taking the time to share your thoughts and build on the topics discussed.

To touch on each of the questions mentioned earlier:

1| Commenting on blogs is an effective way to get traffic for your site

2| Adding a link or two in your comments is ok, but consider pull marketing when leaving links

3| When leaving comments on blogs always try to add value to the post

When it comes to commenting on blogs it really is as simple as thinking about adding value to the readers of the site you’re visiting and commenting on.

As a site owner yourself this is what you hope for from the people who leave comments on your posts so it’s logical to think others expect the same.

If you’re leaving quality blog comments on hunting blogs across the Web you’ll gain a solid reputation as a person willing to provide quality content on others’ sites.

People will take notice and click on your signature and find your Website. They’re pulling you and your content to them rather than you pushing yourself at them.

Some bloggers might even highlight your exceptional comments in a blog post (wink, wink).

So that’s my take on blog commenting.

Do you have anything to add?

I hope you do. (wink)

Related posts on Hunting Business Marketing

20 Steps to Starting Your Hunting Business Blog/Website

Adding Something More to Your Blog and Website

Do You Know Who is Actually Reading Your Hunting Blog?

Update: I came across this post after I published this article and it related so much that I had to add it:

Is Commenting on Blogs a Smart Traffic Strategy?

Related posts on the Web

10 Things Marketing Professionals Starting Out Should Do

How TO Influence Me

Since When Are Blogs Not Social Media?

How to Know Where and How to Advertise Your Hunting Business on the Web

When it comes to launching a Website to go along with your hunting business, one of the questions you’re going to ask yourself is, “How do I market my site?”

Hmm...

image credit: striatic

Marketing your business can be tough, especially when you’re brand new to the Web and it’s your first site launch.

There are tons of advertising opportunities on the Web and it can be difficult to know what the best method of paid advertising is for your specific hunting business.

I’ve written before about Natural vs. Paid Traffic, and it through conversation in the comment section and conversation via email with some readers it seems there is a place for both paid and natural traffic focus.

One of the interesting comments was that paid traffic is a great way for new sites to gain attention on the Web.

I agree with this comment.

The trick is figuring out what type of paid advertising that will work best for your hunting business.

Here are a few tips on choosing the best paid advertising for you

Look for value

The most important factor when looking for advertising on other sites is to look for value.

Always ask yourself if advertising on a particular site will add value to your site and to your product or service.

What is the reputation of the site you’re thinking about advertising on?

Also, what is the value of the audience on the site?

Is the audience a target market for your product or service?

Look at the audience of the site and determine if it’s in line with your business and if your business will gain value from advertising on the site.

Make sure the advertising platform adds value not only to your product or service but also for your potential customers.

Success of other advertisers on the site

If you’re looking at advertising on a specific site with a simple banner ad or even a site that offers you your own page, look for examples of success.

Make sure other advertisers on the site have had success.

Look at what other types of hunting businesses are advertising on the site.

Are they outfitters?

Are they e-commerce sites?

Are they offering a product?

Make sure others have had success and make sure that your business will fit the audience of the site.

Is the site editor willing to adapt their services to ensure that your ad will be profitable?

Will the site editor provide an additional service and work to sell your product or service?

There are a lot of opportunities on the Web.

You want to make sure the site owner knows how to market on social media sites.

Also look at the site and see if the site has potential to grow and gain additional audience.

Will your product gain attention as the site gains more attention and reaches a larger audience?

Profitability

Tracking your profitability is the most important part for your ad campaigns.

If your goal for your advertising campaigns is to generate sales you’ll want to have some way to track how many sales you’re receiving from each advertising source.

Think about lifetime value with your advertising.

For example, it might cost you $1,500 to advertise on a site for a year.

You might get a customer as a result of the advertisement to buy a guided hunt from you. Say your profit on a $3,000 hunt is $1,000.

At first glance it seems you come out -$500 on the advertising deal.

But now say that same hunter comes back in 1, 2, or even 5 years later for another $3,000.

Now you’re making another $1,000 in profit.

So overall you’re up $500 ($2,000 in total profit minus the $1,500 ad cost) on the advertising deal if you think in the terms that the lifetime value of the customer met the payback of the initial advertisement.

Think about lifetime profitability and have a way to track success.

Don’t forget about Natural Traffic

When starting out it’s easy to forget about natural traffic.

It’s easy to overlook natural traffic because gaining natural traffic is a slow and steady process.

Paid traffic usually has faster results.

It’s important to have a good mix of both (make sure both are profitable – lifetime value).

Make sure you don’t overspend your time committing to natural traffic and make sure you don’t overspend your money on paid traffic.

Focus on Long-Term Goals

When launching your hunting Website it’s most important to think about the long-term.

On the Web there are many forms of instant gratification and results.

Response can be instant and it’s easy to lose focus on the long-term.

Building a quality site will take some time. There will be good days and bad days along the way, but focus on steady and constant growth.

Have a long-term vision for your site and work each day to make sure your taking strides to achieve your vision.

Conclusion

Look for value when searching for paid advertising opportunities. Don’t commit to a site without making sure it will add value to your site.

Make sure the site you’re advertising with has a history of success and going beyond the standard of just putting up a banner ad with your logo.

Look at the lifetime value and profitability of your advertising campaigns. Have a way to track your success.

Remember natural traffic. It’s important to focus on a balance of natural and paid traffic. There is room for both.

Remember that it’s about the long-term. Have a vision for your hunting site. Focus each day on what you can do to move towards your final vision.

Bonus Suggestions

I’m a big fan of advertising on Facebook. There are 450,000+ users on Facebook with ‘hunting’ listed as an interest.

You can target your ads on Facebook specifically to this group of people.

You can also set daily limits for spending.

You can run multiple ads at once to test various ad styles.

It’s a great platform when you’re just launching a site.

Along with a strong presence in social media (like a blog, participation in forums and other blogs) Facebook is a great way to promote your site with paid advertising.

Related posts on the Web

An Interview (with Me [Darren Rowse]) on Getting ‘Fast Traffic’ to a Blog

Case Study in Building a Blogging Network: The “Daily” Network

How to Attract Links and Increase Web Traffic – The Ultimate Guide

Related posts on Hunting Business Marketing

Paid vs. Natural Traffic: It’s like Baiting vs. Funnel Hunting for Deer – Part 1

Paid vs. Natural Traffic – Baiting vs. Funnel Hunting for Deer – Part 2

4 Lessons I Learned from the Movie “Catch Me If You Can” (And How to Apply Them to Your Hunting Business)