I recently dug into the world of cannabis digital marketing and advertising, it's something I'm incredibly excited about. I spoke to several great agencies like Wick & Mortar about the work they're doing for their clients & to brands in Cannabis like Cura, with their line of Select Oil products & found out that it's a sophisticated content marketing space with little opportunity to advertise currently. Facebook, AdWords, and other large ad channels do not allow any mention of cannabis & even sending traffic to a landing page on the subject is grounds for immediate ad disapproval. As a marketer, that's tough. There are opportunities though! Check out my article published here at Marketing Land.
If your business has been slow to adopt spending outside of paid search (probably AdWords, but it's ok if you use Bing Ads too) you likely feel like you're behind; but changing your strategy and investing in something that may not feel directly relevant to your business is hard to do. The context we reach our audience in feels important, but the reality is that social media advertising has now reached what print, TV, and radio were. Advertising in Facebook is simply reaching your audience where they are. Also, if you haven't been doing it you probably aren't aware of the amazing targeting Facebook gives us as advertisers. Let's walk through some examples.
The Financial Planner
Your a wealth management firm that works primarily with those approaching retirement and seeking a better understanding of their investments and a sense of security. When you take out a napkin and pen in a meeting you describe your audience as 50-60 year old professional with $1-$3 Million in assets living within a 50 mile radius of your office. Did you know that Facebook has financial targeting capabilities? 56 year old Mary is ready to evaluate her options, performs a search, and clicks on your competitors search listing because they're at the top. Had you been serving ads in Facebook, or a similar channel, and sparked her interest before she had the intent to search for a firm you would have won.
The Tech Startup
Looking for funding is exhausting, finding customers and standing out among your competitors? Even more so. With a minimal investment into Facebook & Instagram advertising you can not only create a pretty complex retargeting funnel that uses events such as signing up for your demo, starting a trial, or visiting your contact us page to determine the right ad to show...but you can create an efficient prospecting machine. Your target audience is the millennial marketer looking for increased efficiency from their ad campaigns, your reporting tool is the solution to transparency. Showing them a video ad with a reach and frequency campaign (for increased reach and awareness by selecting the # of impressions per user), and creating an audience for video views then targeting them on desktop we find the exact path you need to start converting traffic.
How Does This Work With AdWords?
If you're worried about pulling back on your AdWords budget, don't do that. You shouldn't sacrifice your core advertising spend to pursue an experiment, plan your foray into Facebook as best as you can and monitor results. Starting advertising in channels like Facebook will often lead to increased search volume (and consequently ad spend), plan for this; watch for spikes in search traffic to your site that indicate your Facebook campaigns are working even more than Facebook says they are. Also, being that you're a direct-response marketer using Google Analytics and a last-click attribution system, drop us a line to talk about the proper way to use UTM's so you know which Facebook ad actually drove a sale or lead.