Do you realize that all the advertisements you see as you scroll through Facebook seem to have something related to you? This is one of the subtle indicators of just how powerful Facebook can be as a marketing tool.
However, while 92% of marketers claim that they use Facebook Ads, there are still many who fail to generate positive results.
Below we elaborate further on this and explain the biggest pitfalls in Facebook advertising in Singapore to avoid.
How Effective is Facebook Advertising in Singapore?
A 2019 survey conducted by Asia Tech showed that there are 4.8 million active users in Singapore. That means an astounding 79% of Singapore’s population is on Facebook. Upon further research, Asia Tech discovered that each year, users increase by 9%.
That is a lot of people!
78% of consumers made purchases through Facebook discoveries. Being so popular in Singapore, it goes to show just how huge a platform Facebook is among Singaporeans.
This also makes it a very powerful tool for an effective online marketing strategy.
Biggest Pitfalls To Avoid
Facebook advertising in Singapore can be broken down into 2 broad categories – Facebook ads and content marketing on Fan Pages. We will delve into each of these
Facebook Ads aren’t Aligned with Marketing Funnel
The single biggest mistake that in you can make as a Facebook marketer is to launch an ad campaign without first coming up with a strategy.
Anyone can go through the simple steps of posting an ad. Facebook has made it easy to do this.
However, what separates the men from the boys is a properly developed strategy based on your marketing goals and business assets.
Not having a well thought out plan is the number 1 reason why most markets have wasted money implemented campaigns that aren’t structured to deliver the best results in the fastest time.
Successful campaign strategies will move the viewer from being stranger to becoming a loyal paying customer.
Awareness – This is the top of your funnel and where you generate awareness for your business. Here you’d provide educational content to warm up your cold audience. Video content works extremely well as they draw the attention of the user from the rest of their Facebook news feed.
Engagement Remarketing – The goal hear is to build consideration of your products and services to an audience who has been introduced to your brand. You might also invite them to visit your website where you can offer a discount or trial offer.
Website Remarketing – At this stage, you would drive sales and leads by reengaging visitors to your website. By targeting people who are familiar with your offerings, you’ll see higher engagement and conversion rates from your campaign.
Your ads should be geared towards moving your potential customers through your funnel.
Imprecise Audience Targeting
Facebook has the very amazing ability to allow you to target the type of audience you want to see your ads.
Unfortunately, many marketers engage in “lazy targeting” and fail to use it appropriately. Beginners often use the Boost Post function to get likes on their posts or ads.
Unfortunately, it is too late when they find that it is a waste of money due to the fact that these new fans were irrelevant in the first place.
It is recommended that you use your existing customer list and website traffic to create a custom audience in your Ads Manager.
You will also want to further define your target audience via the demographics, interests and behaviour options offered.
Creating an exclusion audience can also save your advertising dollars. For example you might not want to show your Awareness ads to customers who have already bought from you. Instead, you might want them to see your Website Remarketing ads.
By refining your target audience at every stage of your sales funnel, you will reduce wastage and find a higher return on ad spend for every advertising dollar.
You will also get much better results and conversion rates.
Underutilizing Facebook Remarketing Ads
This is related to your ad targeting. If your website visitors are not receiving reminder or testimonial ads, then you are leaving money on the table.
People get distracted easily and attention spans are decreasing. Reminder ads are a great way to re-engage your website visitors and to bring them back to finishing a particular action that you would like them to take. In this way, people who have left your funnel can be brought back again and through the rest of the sales process.
For maximum effectiveness and reduced ad fatigue, you would want to adjust your Conversion objective, audience duration and engagement condition.
People’s buying decisions are heavily influenced by social proof – what others say about the product in consideration. That’s why testimonial ads work so well when they are shown to existing website visitors. They are already in the midst of the buying decision making process
For best results, you would want to position testimonial content, in the form of text or video, and a reminder of an offer for your product.
Not Focusing on your Client’s Pain Point
Prospects are continually bombarded by ads with businesses shoving their products in their faces.
The problem is that most ads are the first engagement that people have with your business. The only way to standout from the rest is to be customer focused and not solution focused.
Show that you understand and care. Tell your client’s story. Emphasize the challenges they face, the frustration and pain that they endure, and the outcomes that they pray for in your ad.
This will capture their attention and build trust. Make your ads about them and not yourself.
It will convince them to click on your ads to learn more about how they can gain by buying from you.
Over-reliance on Facebook Campaign Budget Optimization
Before the Facebook Campaign Budget Optimization Tool was introduced, you, as an advertiser, had full control over how much money was spent per day targeting specific audiences.
Now with CBO, Facebook automatically divides your ad spend based on how its algorithm believes each audience will perform. Facebook looks at your audiences throughout the entire campaign and targets users it believes will most likely convert.
At first glance, having AI do it all for you sounds perfect. The problem is that Facebook cannot differentiate between warm and cold audiences. This means that Facebook might be targeting users most likely to buy in general(people interested in buying motorcycles) but isn’t always targeting the audience that is most likely to buy from you (fans of Yamaha motorcycles)
CBO can be incredibly powerful but if not used correctly (with proper tweaking, maximum daily spends and bid caps), Facebook could use your ad budget wrongly.
The great thing about Facebook marketing is that you can choose how much you are willing to spend. So you don’t need to worry about overspending when you do your adjustments manually.
Costs for Facebook advertising are adjustable daily. If you are on a low budget this week, use a small amount to advertise to a smaller audience. Next week, you might have more the funds. Your ads will appear in front of many more users.
Your total user engagement will depend on how many times your ads are shown and to how many people. These in turn depend on how much you pay for your ad campaign.
Promotional Article Content Mistakes
Many inexperienced marketers think having more promotional content posted means better results.
To them it does not matter what they post. As long as they post all their promotional offers on their products/services, it will work.
Unfortunately, this is the same as spamming someone. It reflects badly on your business. You don’t want it to annoy your potential customers and be seen as a spammer.
All content you post should be deliberate and with a plan in mind. Every post has to attract positive attention.
A lot of Facebook users are so accustomed to ads popping up that they hardly give it a second thought. They develop ad blindness.
Your aim is to provide value and not overdose on promotional content.
Many businesses make the mistake of getting their promotional frequency wrong. They post promotional content too often or too rarely. The general rule is to provide 3 informational articles for every 1 promotional post.
The other big mistake is to post irrelevant content – things that your audience will not appreciate or bother with.
Imagine if you were looking to buy flowers but see content for motorcar parts. Would you bother to read on?
Facebook page followers are expecting relevant posts about the products and services they are interested in.
If you provide random and boring content, it can annoy your customers.
Since it is no longer relevant to them, they will not engage in your brand anymore. Instead of bringing them closer, you are pushing them farther away.
Another extreme is never posting anything at all. The results will be that customers see zero updates and so think you have gone out of the business.
As they say, “out of sight, out of mind.” They will soon forget you.
Having a “Fire and Forget” Mindset
It is convenient to set your campaign and just let it run after it as gone live.
While you might have done a lot of strategic planning prior to this, on the internet, data is king.
It is important to go through your campaign data frequently. Your assumptions about your potential customers might have been inaccurate.
Your campaign might have been very successful initially but ad fatigue will decrease its effectiveness over time. So let the data you collect guide your actions.
Run multi-variable tests and analyze your campaigns on an ongoing basis. Look at the campaign ROAS and focus on the winners.
Look at metrics such is CPM, CPA, CTR, ad quality etc. Your findings will help you decide what type of adjustments to make in your campaign such as ad copy, offer, media, campaign objective and audience targeting.
Discounting Customer Lifetime Value
We often focus on the return on ad spend(ROAS)when accessing ad campaigns. While this is an important metric to track, good marketers should also consider the customer lifetime value (CLTV).
ROAS reports the immediate purchase value when the customer makes a purchase. The full impact of your campaign should consider how much the customer buys from you over time.
If you spend $3000 on Facebook ads and you generate 100 new customers who spend $90 each, they generate $9000 worth of immediate purchases. That a pretty good 3 x ROAS.
But most customers will continue buying from you over time and spend an additional $400. The CLTV is $490. which means that your true ROAS over time is ($490 x 100)/3000 = 16.33 x ROAS.
When it comes to planning your ad campaigns and deciding your ad budgets, calculate your CLTV instead of only your ROAS.
Benefits of Facebook Marketing
The statistics prove the immense marketing potential and influence of Facebook advertising in Singapore. Business owners can draw a huge number of potential customers on just this one platform. This allows you to increase your exposure to millions of Singaporean Facebook users.
Effective marketing is about presenting your ads to interested and relevant individuals.
Facebook has a lot of information on its users. It knows their likes, interests, hobbies, age, marriage status, location, gender, sexuality and much more.
The audience targeting capability of Facebook marketing is the most detailed of all platforms currently on the internet.
Once you pay for Facebook ads, these ads appear to these interested individuals.
This ensures that you only target audiences that are likely to accept your products/services offered.
In this way, you do not waste advertising budget by presenting your products to disinterested audiences.
How to Advertise on Facebook to Maximise Leads?
Facebook marketing can be used to gather leads and potential customers for your business.
It is not enough to have millions of likes on your Facebook page. If none of them become loyal consumers of your products/services, then your marketing campaign effort is pretty much wasted. You would want to increase the ROI of your Facebook advertising and protect this asset.
What will happen in the event that Facebook someday closes down? You won’t have access to these customers anymore.
You should use Facebook marketing as a source to gather leads. Get the contact information from interested parties – emails, phone numbers, addresses etc. You can use these to contact or serve them outside Facebook.
Facebook Ads Singapore – Hiring Facebook Advertising Experts
As Facebook is the most widely used social media in Singapore, it serves as a major opportunity to grow your business.
As a business owner, you know not to let this opportunity slip away. That said, spending too much time in unfamiliar territory could get you distracted from your core business.
By trying to become a Facebook advertising expert, you will also waste a lot of time and money trying to compete with professional marketers.
Our Facebook marketing agency team knows the ins and outs of Facebook marketing. If you are ready to live an easier life and leave your marketing worries to the specialists, contact us for a chat today.