This week, I was browsing the Alignable community site when I came upon local reviews for LinkedIn and Facebook advertising. The ratings were abysmally low; between 1.5-2.5 stars out of 5 stars total. This is not how I view these successful business tools, so I started to think more about what is behind it.

Why Aren’t Your Social Media Ads Working?

The answer is simple – the people who don’t like Facebook and LinkedIn ads haven’t been able to enjoy their success. Part of this lies in trying to do it yourself, instead of partnering with an experienced social media marketer who can apply best practices and focus on results to take your ads to the next level.

Here are a few common reasons why social media advertising doesn’t work for your company:

• You’re using the wrong platform. If you’re a medical device company or financial consulting firm, there is a chance that your Facebook ads will fall on deaf ears. Likewise, pizza shops or florists may not see any results on LinkedIn. Work with a social media expert to decide which platforms are best for your target demographic, so you don’t waste money on the wrong site.
• Your ads aren’t engaging enough. Whether you are a graphic design firm or construction company, you won’t gain any traction with social ads if they aren’t compelling. This is where a copywriter comes in. While you provide your industry expertise, let your professional writers and marketers craft quality content that will engage potential customers.
• You’re talking about the wrong thing. Many companies try to create ads that are too advanced for their marketing strategy. Pay attention to where your social media followers are in your marketing funnel and create a plan accordingly. A social media consultant can help you with this.
• Your budget is off. Be as realistic about your social media advertising budget as any other area in marketing. You won’t be able to spend a mere $10 on Facebook advertising and find 20 lifetime customers in 2 days. It just doesn’t work like that. All advertising takes planning and patience. A social media team can tell you what type of budget is appropriate for the people you are trying to target and what kind of results you can expect.

While social media advertising isn’t as easy as it sounds, it can provide a host of branding and lead generation benefits for your company. To learn more about how social media ads on Facebook and LinkedIn can work for you, please contact me.