Keeping Up with Changes
This is one of the most common questions we hear, and it’s a lot like asking, “How long is a piece of string?” A lot of things could be the problem. Maybe you got priced out of your market all of a sudden, or maybe your audience is tired of your ad, or perhaps your CTR was too low so Facebook decided to stop showing your ad. Maybe your ads had a red border that made them stand out, right up until everyone else saw your success and copied you. Maybe your target audience has seen your ads so many times that it just ignores them.
Who knows? Whatever the reason, you need to start over. The good news is, it’s much easier now because you know that the results are possible, and you know that you have achieved them in the past. You’ll want to show all new ads to all new people to bring life back into your advertising.
Begin a new campaign. Create brand-new ads with new images and headlines. Go back to your initial market research and see what likes/interests you might be able to target with your new campaign.
It’s important to make sure that all of your pages and links actually work. Sometimes a server goes down or a redirect fails. Sometimes Facebook changes its code or policies and things stop working. So, you’ll want to check that you are advertising according to its current Terms of Service.
Next, check your campaign bidding strategy and make sure you’re not priced far above or below the suggested bid. If you’ve been outbid to the point where your ads are not relevant, then you can try to wait it out and see if the higher-priced competitors go away after a few days. But if not, try increasing your maximum bid until you begin seeing a steady flow of impressions.
Prepare before attending a conference. Know exactly what your outcomes are going to be, so when it’s over, you can know that it was worthwhile. Identify your key objectives before you attend the conference. Are you going in order to learn something in particular, meet key players in your market, find new customers for your business, or just to have a good time?
For a lot of people, a conference is a huge investment. You’re taking time away from your business and family. You’re forking over huge sums of cash for the event, hotel, food, drinks, flights, transportation, and more.
Most conferences are composed of a show floor with vendor booths, and various conference rooms where talks, keynote speeches, and presentations are given. The booths and hallways outside the conference rooms are great opportunities for networking.
That’s where you see what is new in your market, discover what your competitors are doing, and interact with potential clients and vendors. Some conventions are so large that you can’t expect to cover the whole convention floor in a single day.
Each convention day starts off with a keynote speech, and then every available room is filled with speakers and presenters. You also can’t expect to attend every presentation. It’s important to choose the sessions that will help you reach your objectives. You’ll just have to get a schedule and figure out which talks are going to be most valuable to you.
Then, arrive early, have your notepad/iPad ready to go, and take great notes along the way. Stick around after the presentation, and you might be able to get some time with the speaker and get more in-depth or personalized information.
Some conferences offer paid seminars that are much more in depth. The authors of this book regularly teach seminars like this. Depending on the content, the size of the venue, and the expected audience, seminars can cost anywhere from a few hundred dollars to more than $10,000 per person. Usually you can expect A-list material delivered by the industry’s foremost experts, but research the speaker before writing a check.
Well, what’s your time worth? How much do you make an hour, when you break down your salary and work hours? Is that time best spent on social media marketing, or on other things? This isn’t meant to be a rhetorical question; perhaps it really isn’t worth the money. Some firms prefer to have fewer, higher-profit clients so that they can spend more personal time and deliver better service. That’s not a bad thing, but it might interfere with your budget and marketing goals. If you can hire a skilled social media person for less than half your hourly rate, you probably should.
If you’re the CMO, then you should be able to make the case to the CEO that it’s worth it to outsource this work. If you’re the webmaster, IT manager, or UI developer, it may not be possible to make the financial case right now, but you may want to make a more practical case that your job involves mission-critical systems that need proper maintenance and attention that you can’t focus on while you’re messing with Twitter posts.