Why social media marketing campaigns usually fail.

Why social media marketing campaigns usually fail.


Spending a lot of time making social media posts will not grow your business. Why?


Imagine that your Facebook business page is like a store in a mall. People walk by, you maybe invite them in, they browse around, and on their way out the door, there is a buzzer labelled “like” that opens the door for them to leave.

That person might like your products, but he will probably never see the POSTer of the promotion you added into your window display.

“…only a tiny percentage of people see your posts or comments.”

How does this relate to a Facebook page? Just posting a special offer or something is pretty much pointless even though you might have thousands of likes and followers. The reason for this is that only a very, very small percentage of people that liked your page will see your posts.

Now let’s go back to the store. If you, however, had a way to get someone’s details onto a database before he left your store, you can now directly target him with marketing. But this will cost you money because you would need to call him or send a text message. It is the same with Facebook.

So why would your Facebook posts and efforts not work for getting new customers?

1 – You do not spend money on running proper ads.
2 –  If you spend money on an ad with no results, you have the wrong audience. Like I said in previous articles: If you sell to everyone, you sell to no one.
3 – You make posts just to interact and do not run actual ads.
4 – And like already mentioned, only a tiny percentage of people see your posts or comments.


A lot of people do not fully understand this, and that is why a lot of companies that rely on Facebook or social media posts do not grow or even succeed.

I am not saying that making posts won’t work, you will still reach some people that follow your page or group, but only a very small percentage of them. Facebook actually wants you to spend money on their platform, that is why you reach much wider audiences when running paid ads.


So how do you generate new customers or leads from Facebook? Here are a few key points:

  1. Know your target audience – Even before you start creating an ad, take a moment to decide who the perfect person would be for the offer/special that you want to run. Create that targeted audience and make sure that only those potential buyers see your ad.
  2. Create a great offer – Just putting some words into your ad just to have something is pointless. Make sure that the copy and the images you use in your ad speaks to that audience that you created. People love a good special offer and the chances are that they will respond better to your ad if you offer them something of value.
  3. Spend money – Marketing will always cost you money, so make sure that you budget for running ads. The more money you push into a Facebook ad, the more high-quality prospects you will reach.
  4. Call To Action – People want to know what to do next. Make sure that when someone clicks on your ad that you take them to a well crafted and very relevant landing page or website with a strong call to action. Tell them what to do and where to do it so that you can make the sale.
  5. Follow up – Don’t think that just by running ads on Facebook that you now have an automated sales system. You need to collect the information of people that click on your ad, and you need to follow up with them to close the deal. Pick up the phone and call them. Send them into an automated email sequence. Send them a personalised text message. Anything you can think of to make contact with them and to finalise the sale.

If you implement these steps correctly, you will make money from spending money.

“Spending money on the right targeted audience will show ROI.”

So make sure that you know who your potential prospects are and target them with paid ads. Spending money on the right targeted audience will show ROI.

I’m not saying that you should not make posts or comments. It is still crucial for you to interact with your followers. But that is like chatting with someone in your store, not making a sale.


Using social media as a business growth tool.

Using social media as a business growth tool.


How social media can help your company grow. 

The internet (especially social media platforms like Facebook) makes life easy for us. We have an effortless way to communicate, build contacts and market ourselves. So why not use it to grow your business?

“People trust the opinion of their friends.”

As a business owner, you need to get your product or service in front of people. But even then, if they don’t know you or like you, they might still not buy from you. The other challenge is also ensuring that the correct person, that is looking for a solution you offer, actually sees your offer.

Having a network of friends almost makes Facebook similar to search engines like google. You can ask almost anything, and within a short space of time, you will have your answer. I find it very interesting how many times a day I see a question on social media. Things like: “Where can I find this?” Or “ What would you recommend…?” Or “ What do you think about this or that?”

On Facebook, you will get an opinionated answer to your question or “search” and not factual like in google. Why is this important to know? Simple: People trust the opinion of their friends.

Therein lies the key to using social media to grow your business. “Ok I get that but how do you do it, Stephan?” Glad you asked.

Step 1 – Get a business Facebook page.
Step 2 – Make sure that it looks stunning. If someone goes to your page, you need to grab their attention within seconds.
Step 3 – Make it clear on your page what you offer. Don’t give someone time to wonder what it is that you do.
Step 4 – Have interaction on your page. Make posts, reply to comments and respond quickly. Make it look like a fun place to hang out to get people to return to your page.
Step 5 – Social proof. Get happy customers to comment on your page. Ask them to post testimonials or to make recommendations on your page. 

Your page now almost acts like an “ego boost” for your business. People go to your website to see what you do, but they go to Facebook to see how you do it and if they can trust you. Make sure they can trust you and that they start to like you.

“Use social media as a trust builder”

Use social media as a trust builder. Use it as a place where you can show a potential buyer that it is ok for them to support you and to spend money with you. A place where you can say: “We do have great products/services. Look at what your friends say…”



Launching a successful social media marketing campaign

Launching a successful social media marketing campaign

Social Media Marketing Done Right

Having so many social media platforms available to use as a marketing tool can be confusing and (if you don’t know what you are doing) scary.

How do you decide which one to use for what?
How do you use it effectively?
What do you post or share?
How do you not offend or scare away potential customers?

Let’s explore a bit.

“…share the Right Information, to the Right Audience, at the Right Time”

The biggest issue with using social media as a useful marketing tool is not to load or share a post or to run an ad. That is the easy part. Your biggest challenge is to ensure (whether a post or ad): That you share the Right Information, to the Right Audience, at the Right Time. What do I mean when I say this?

You run a risk when you use social media just for sharing things, liking posts or randomly advertising a product or service. The danger is that if you do not approach this correctly, you can easily irritate people and scare of that one last sale for the week you were hoping for. Using the wrong platform, not having a clearly defined audience and not having consistent quality content can make the situation worse.


Here are a few key points to consider for your social media efforts:

Who are you selling to? Remember we spoke previously about if you sell to everyone, you sell to no one? This is probably the biggest mistake you can make. Make an effort and take the time to determine your audience. Here’s how.

In the last 6 months, who was your top 20% of clients? Who has spent the most money in your business? Create a persona from that information. Who are they? Gender? Age group? Sex? Likes? Dislikes? Demographics? Etc.

Figure out who your ideal customer is that you would like to have more of.

Now use this information and create your audience that you will market to. Be specific.


What do you have of value to offer this ideal customer that you now identified? What can you offer them that will change their lives or will solve a problem they have?

The worst thing you can do is to put your entire product range in front of them. Determine what that 1 thing is that a prospect will spend money on and create a compelling offer that can not be refused. It must be worth it to get the product or service from you and not your competitors.


The fact that you have access to a wide range of social media platforms does not mean that you have to use all of them. You identified your ideal customer. Take the time now to figure out what platform that person will be using the most every day? Is it a businessman looking for opportunities on LinkedIn? Is it a student wasting his time on Facebook? Is it a potential model going crazy on Instagram?

Determine what platform your prospect will be using and focus on that one. Don’t waste your money running ads on a variety of platforms just because you think you will reach more people. You won’t, you will only spend your money ineffectively.


Posting the same type of content day in and day out will most definitely harm your reputation on social media. Have a clearly defined plan.

Create a social media calendar that you can use to plan your actions online. What will you post, share or advertise? When will you do this? To whom? Will it be meaningful to them or just drive them away?

Having a plan like this also makes it a lot easier for you to run your marketing campaigns. Think about the amount of time you will save if you have the rest of the years’ social media posts planned and you just need to load it.


“Plan your social media strategy and execute it with precision.”

So, in conclusion, I feel that it is essential for you to not just be random on social media. Don’t just do what you feel like. Plan your social media strategy and execute it with precision. It will be worth the time you spent on it as soon as you make that first sale.

Paid Google Ads – How and Why.

Paid Google Ads – How and Why.

Running Google ads and why you need to pay for it.

It is one of the most frustrating things when you search for your company, product or service in Google and your competitors pop up, and you don’t even see your name. If this happens to you, it also happens to your customers, and that means that you are losing money.

“Make sure that you understand the intricacies of Google.”

Creating effective Google ads can be a complicated task. Implementing them and optimising it can be even worse.

Just having a website and not advertising it is like opening a small shop in the hidden back alleyways of a mall, no one will see it. Do not just rely on search engine picking up your website, metadata or SEO. It is not always good enough. Your competitors will beat you every time someone searches for your product or service.

Spending money on Google ads can easily be one of the most important things you can do as part of your online marketing strategies.

But, as soon as you start using Google a lot of questions suddenly start popping up. Things like: How do you create an ad? Why am I not seeing my ad? Why am I paying so much?


When you want to run Google ads, you need to keep a few things in mind:
To run Google ads, you need to have an ads manager where you can create your campaigns, ad groups and ads. The ads manager is not the easiest to figure out, but when you understand it, you can run amazing ads.

Keyword, key phrases, negative keywords etc. These are the most important things when designing your ads. Your ad will not be effective if you throw a bunch of keywords at it because you think it is relevant. Having too much (or the wrong) keywords will waste your money. Make sure that you identify 5-10 (max) very relevant keyword/phrases.

After your ad has run for a few days, you will be able to collect data from Google to start optimising your ad. This is important because it can save you money. The more relevant and clearly defined you can get your ad, the cheaper it will become to run it (and you can still hit the number 1 spot).

Implementing retargeting ads can give your business a massive boost. Having a potential customer seeing your brand, product or service all over the internet will only build your reputation and will drive that prospect to your website or landing page.

Your ad (and the landing page that follows your ad) needs to have a clear call to action. What is the use of telling someone in your ad that he needs your service or product, but when he clicks your ad he has no idea what to do next? It is to easy to get distracted by branding, navigation links and images. Always tell your prospect what to do next.

“Always tell your prospect what to do next.”

Make sure that you understand the intricacies of Google. How the campaign structures work and how you can optimise your efforts. Landing at the top of the search is not only a significant confidence boost for you and your company, if done correctly, it will also give you a high return on investment from new prospects.



Getting (and keeping) customers to return.

Getting (and keeping) customers to return.

How to get a customer to return and to become a regular repeat customer.

The ideal customer is the person who not only buy one time from you but returns for another purchase. The idea is to get a repeat sale again and again. Ongoing income should be one of your main goals in your business.

“Ongoing income should be one of your main goals in your business.”

Some of the biggest challenges that some companies face is the fact they think that a customer can only buy from them once. If it is the case, then you might need to make some changes in your business.

Another challenge you might face is that for some reason your customers are not motivated enough to return to you. In this case, you might need to rethink your products or the services you offer.

And the last point is that you might not be 100% sure if your customers are satisfied with your product or service. Is it good enough so that they would want to return?

Let’s break this down a bit…


I spent some time thinking about instances where this might be true, but I can not find something that fits this statement 100%. Almost every type of business I thought of has the opportunity for multiple sales.

Let’s look at a few examples (and solutions):
1 – Wedding Venues: A couple only gets married once (we hope). Yes, that is true, but there are ways to get a return client. Become part of that couples life journey. Do not just focus on their wedding. Start from their engagement. Offer a space for the engagement party and engagement photoshoot. Then the wedding. After that the first anniversary. Birthday parties and other special occasions. Think of anything that you can offer a new couple for the rest of their life. If they like your venue, they will return.

2 – Photographers: The same as with the wedding venues. Become part of their lives. Become friend and partner. They must refer to you as “OUR Photographer” NOT “THE photographer we used at our wedding”.

3 – Jewellers: Don’t just make or sell a ring to someone. Think of how you can build a relationship with your customers. You must know your customers by name (and they must know yours). A customer should be able to “pop-in” at your shop once a month for a quick coffee and, and while she enjoys her coffee, you can quickly clean and service her jewellery.

The list goes on, but the point I want to make is that you need to build a relationship with your customers. Become a part of their journey. Become part of their life.


You need some motivation, especially at the beginning of a relationship, for a person to return to you and support you again. They don’t know you or trust you yet, so find some incentive for them to consider you a second time. It can be in a range of forms from discount offers, or specials to gift vouchers, coupons or anything that might seem like an attractive deal to them.

Always ask yourself the question: “Why would I return to support myself?” Put yourself in their shoes, and it should become clear as to what you can use as your incentive or motivation.


The ultimate goal would be that your product or service is so outstanding that a customer will send you a letter or give you a call to compliment you. When you are receiving compliments or good reviews without asking, it means that you’re are on the right track.

If you do not get that, it might mean that you might have to start looking at your quality of service, or your products.

A great way to find out is to run a survey. Get customers to give their feedback in the form of a questionnaire, reply to an email you sent with a few questions, reply on an sms, comments on Facebook etc.

Think of a way that you can ask your customers (or potential customers) what they like and what they want. According to that, you will be able to determine what changes you need to make.

The key here is to keep it short. One or two questions. Do not spam your customers because that might also drive them away.

“…you need to build a relationship with your customers. Become a part of their journey. Become part of their life.”

In summary, what do you need to consider to get return clients?
1 – Do I have something I can offer them for the rest of their lives?
2 – What offer, solution or benefit do I have to get them to return, and that will improve their lives?
3 – Is my product or service quality good enough for them to want to return?




Handling and processing new leads streaming in.

Handling and processing new leads streaming in.


How to handle new leads that stream in from an ad campaign.


Having numbers of new leads streaming in from your ad campaign is a big confidence boost for you and your team. From only a few days worth of work, hundreds of potential customers make contact with you or give you their details.

The problem is that they are still just a lead, a potential client. They are not yet paying customers. The easy part is getting these leads. It is a bit more work to convert them into paying customers.

“Respond to a new lead asap. The longer you wait, the sooner you lose the deal.”

I have seen with previous campaigns that only a tiny percentage of leads (around 3-5%) converts into paying customers. That means that for every 100 leads you get, only 3-5 people will become your client. This number is not true for all companies because the more effort you put in, the higher the conversion rate.

The biggest challenge for most companies is to keep track of all these new leads.
“Who did I follow up?”
“Who is ready to buy?”
“Who still needs some warming content before buying?”
“How will I convert these leads into paying customers?”
These are the most common questions that I have to deal with in every new campaign.


There are a few things you can consider to make this process from lead to customer easier for yourself:

It is crucial that you create a database for all the new leads from your campaign. Even if it is just a simple spreadsheet, you need to have records of everything (and everyone) in one place.

Using a spreadsheet is the easiest way to keep track of every detail as you can add columns with info as you need it.
Keep track of things like:
– Who are they (Name & Surname)
– Contact info (Email and Phone Number)
– Relevant info for your sale (Do they want your product or do they need more info?)
– First Contact (Did they contact you or the other way around?)
– What was the result of that conversation?
– Did they become a customer eventually?
– Do they want info from you on a monthly basis? (Eg. Newsletters)
– Any other relevant information that you might need in the future.

Respond to a new lead asap. The longer you wait, the sooner you lose the deal.

Every day we click on hundreds (if not thousands) of links and buttons on social media. It is easy for someone to forget that they clicked on your ad or that they shared their information with you.

Do not give a prospect time to forget. When a prospect clicked on your ad, he was interested in your product. Catch him in that state of mind. Pick up the phone and call your lead within 15min. Your closing rate will be much higher than the leads you call 30min later. If you find this hard to believe, you are more than welcome to test this with your next campaign.


Consider using an automated message system like email drip campaigns or messages on a platform like Facebook Messenger.

Keeping communication with your leads regularly will keep you fresh in their minds. You can also use this as an opportunity to close a deal, remarked another product/service, or inform them of news in your business.

If done correctly, you can also personalise the emails and messages to make your lead (or client) feel like they are the only one. Wish them a happy birthday. It makes a huge difference in the way they see your business.


When you contact a lead (or when they contact you), it is essential for you to have your database open in front of you. Make notes on what he says and what he wants. You might even get info from him that you can use for a next sale in the future.

Having his info in front of you will also give you the opportunity to talk to him on a personal level. You will not forget his name. You can chat to him about the info he gave to you. You have the opportunity not only to be a salesperson but to become a friend.


Do follow up surveys after each campaign. Ask your database questions to determine if your campaign was successful. The questions you ask will also give you insights on how, and where, you can improve, not only your ads and campaigns but also your sales process and after-sale service.

If a person responds negatively and does not want communication from you, delete them from your database. Do not keep negative clients on your list. It will help you a great deal with your next campaign.

“Do follow up surveys after each campaign.”

So in conclusion, a few key points:
1. Keep track of the leads with a database.
2. Do not waste time before you follow up. Act immediately.
3. Use an automated system to keep in contact with your clients weekly.
4. Have your database open every time you communicate with someone.
5. Do quality and satisfaction follow up surveys.


Enjoy this blog? Please spread the word :)