This Sweet Company Just Made a HUGE Facebook Ad Mistake
Facebook ads are a very powerful tool. There are so many options for marketers, its so overwhelming and amazing rolled into one digital marketing package.
The only problem is, I see many companies making the same mistake (especially the small ones where every single dollar counts)
Today, I caught a really yummy company making that mistake.
They make handmade, gourmet and super delicious (and safe) cookie dough. Soooo perfect, ya know, since you are not supposed to eat the other kind raw and straight from the package.
The product gets rave reviews and I can’t wait to try some out for myself. But first . . .
The Mistakes . . . .
(these are written with LOVE for a really spectacular small business and they are not the only ones guilty so is Treatsie.com and many others except on occasion I see Treatsie.com offers an optin like this:)
#1 The Link to the Homepage
When I clicked on the ad, it took me straight to the home page. They asked for the sale, in not so many words, on our first date. How dare they! LOL.
I know Christmas is around the corner and their cutoff for normal shipping is Tuesday but I wasn’t ready at that moment to spend $9+ on edible cookie dough. I walked into the store and then right out. Potentially lost forever.
Who won? Facebook. Mark Zuckerburg has more money to spend on his new baby.
#2 Missed opportunity to Capture Data
Its really hard to convert on the first try.
(its sorta like the three date rule, right here)
When a company pays for a Facebook ad, which is much cheaper than a print ad, a company has the opportunity to own that potential customer but only if they have a lead capture tool in place.
I recommend using an OptIn such as LeadPages and giving something of value in exchange for an email address. For example, eDoughable could give away a Printable or a recipe list of the 37 BEST Holiday Cookie Dough Recipes to Keep Your Guests Happy or The UnCookie that will Knock Santa’s Socks Off (or some hybrid) of those) Edoughable would gather there super fun recipes they are posting on Instagram or Facebook, compile it into one valuable instant download and in exchange they would ask for the customer’s email address. Win-win. This really maximizes the FB ad spend.
#3 Email Optin
I love that Edoughable did have an email optin on their site; however, it was only on the bottom right.
Let’s place that sucker on the top of the page where eye balls roam.
(one of the many times I visited the site, I did have a Pop Up for an email address)
On all of my sites, I have side pop ins, header bars and strategically placed (as well as timed) optins coming and going. Again, if you are going to send potential customers straight to your home page instead of a landing page, make the most of those advertising dollars spent on FB and gain your email list fast. With this list, you can market in January, Valentine’s Day, 4th of July . . . you now own the customer. And, there are even tools to make this super easy
And one more thing, AFFILIATE Program pleeeeeez. One of my most profitable affiliate programs is the Dove Chocolate program so I chat about them a lot (on FB, Twitter, LinkedIn, my Chocolate Blog, Pinterest, Reddit, StumbleUpon). Affiliate programs are performance based and such a win for the advertiser and the publisher as I wrote about here
As a lover of small business (especially sweet treats), I want nothing but massive success for these peeps. However, I do worry about these luxury product businesses especially as we sit on a financial bubble ready to burst here in North America, we all have to be super efficient with the bucks we have and get the most out of everything. Soooo, Edoughable . . . I heart you guys a ton. Let’s get even more sweet tooth peeps like myself consuming your divine cookie dough =) Deal? P.S. Check out these sweet treats from Angell and Phelps Chocolate Factory Angell and Phelps Chocolate Factory, LLC P.P.S. If any of you are wanting to improve your website, ping me for a detailed website review at iReallyLoveChoc@gmail.com (Subject: website review)