It seems to me that people are spending so much of their time and energy on working out how to master social media ads – Facebook ads, Instagram ads, Twitter ads, etc. – that they’ve forgotten the very basics of marketing and promotion. That’s actually why I’m writing this blog post right now: because I’ve seen a whopper of a Facebook ad mistake online that I feel like I need to put right.
*Rolls sleeves up*
Let me set the scene:
I was on Facebook, lazily trawling through my feed, laughing at hilariously cute videos of cats trying to master large jumps across vast distances and failing miserably, when a sponsored post caught my eye. I don’t normally pay attention to sponsored posts, but this one was from a tattoo shop and the flash artwork posted in the ad was beautiful.
“Oooh,” I thought to myself. “I really like that design!”
So, I clicked on the ad.
Here’s a mockup I created of that ad, similar to what I saw (because I’m not here to drag the business publicly!) :
I read the caption, trying to get an idea for where the tattoo shop was located. I’ve never minded travelling for a great tattoo artist, but I certainly didn’t want to travel from one end of the country to the other.
The Facebook post was a sponsored one, though; I assumed it would be location-specific and, therefore, the shop would be relatively close to where I live.
I read through the caption — no location details.
I clicked through to the Facebook Page (profile) of the tattoo business — no location details.
Not a SINGLE location detail — no map, no address, not a peep.
How am I supposed to know whether or not I want to take a closer look at this tattoo shop for my next tattoo if I can’t even find out where the damn shop is?
When you have a business that centres around a physical location, such as a bricks-and-mortar shop, or an area that you do/don’t cover, it is ESSENTIAL that you put that location on your social media pages somewhere.
To be honest, I don’t really understand how that information could’ve been missed; the social platforms actually PROMPT you to enter the details, Facebook especially.
Do you want to know what I had to do to find the most basic snippet of information for the tattoo shop?
I had to Google the tattoo shop’s name.
I had to close down the Facebook app on my phone, open up the Safari app, type in the tattoo shop’s name, and then hunt through a couple of results on Google to find a location. Even after all of my hunting, I still wasn’t sure I’d found the right business.
And then, after all of that drama, I learned that the tattoo shop was a good sixty-plus miles away from me. Same county, but a bloody long drive. (Especially on the painful way back!)
What an absolute waste of ten minutes of my life.
When you think about it, I was a “wasted” click on that ad. If the location had been clearly mentioned in the caption (and I wholeheartedly believe it should be, when you have a physical location to take into account), I’d never have clicked on the ad.
Sixty-plus miles is too far for me to travel for a tattoo. Now that I have clicked on the ad, and the business has essentially wasted ten minutes of my life, I’m grumpy about it, and them (the tattoo shop people).
Hey, I’m petty … as is most of the internet.
But it makes me wonder something: how many other people have been a “wasted” click on that ad as a result of that one VITAL piece of information being missing.
There are a few things I want you to take away from this blog post:
To start with …
If you have a business that relies on a physical location, DO NOT assume that the people who find you online already know who/what/where you are.
When a sponsored post comes up on my feed, there’s a pretty good chance that I won’t have heard of the company or business. I know NOTHING about the business, or what it offers, or where it is, or what prices I can expect, or what kind of reputation it has.
There’s a completely blank canvas.
And you – the business – needs to fill it.
Here’s what you’ve gotta do:
Add your location details to Facebook, Instagram, Twitter, and anywhere else that asks for it.
Do it now, or add it to your to-do list and do it later. It’ll take you approximately two minutes to complete.
If you’re sending a sponsored post into the world, promoting a business that relies on a physical location, add the location somewhere. Anywhere. Just throw it in there.
You can add it to the caption, the images or videos you use, or in other, imaginative ways — just make sure it’s in there.
By doing this, you are avoiding wasting the time of people who are never going to use your business because you’re too far away.
There are lots of mistakes to be made when using social media for marketing and business promotion, but not including your location when the location is a pretty catastrophic one to make.
You need to start looking at your pages, posts and account from the eyes of someone who isn’t YOU — from the eyes of a potential follower or customer.
Ask yourself a couple of questions:
- Is it obvious what your business offers?
- Is it obvious where your business operates?
If you answered no to either, you need to rethink your social media marketing strategy. Go back to basics and ensure that you have the essentials covered before doing anything else.
You could also ask someone else to look it over for you. (Like me!)
Thanks so much for reading my blog post today. I hope you’ve found it helpful, but please feel free to reach out to me at any time (social media links below) if you have questions.
Have you spotted a Facebook ad mistake or two yourself? Has it made you evaluate your own strategy? Why not tell me about it?
Enjoy the rest of your day!