You’re on the committee for a community group and you have a big event coming up. Someone suggests you should do some advertising as it would be a great chance to get some new people in. Someone else suggests “let’s do some Facebook ads”.
It is understandable why this suggestion would be made. Flyers are a massive waste of money. Plus, everyone is doing Facebook ads now. It seems like a great way to go.
It isn’t. Stop right now and make sure you can answer all of these objections before proceeding.
Your copy sucks
The art of writing sales material, known as copywriting, really is an art. It takes years to become good at copywriting. I’ve spent the last three months working on it, including buying expensive courses from some of the best copywriters around and my copy still sucks. Not just a little bit: it’s rubbish. It doesn’t convert.
And whether you are a business selling a product, or a community group selling an event, you need to convert some people into customers, even if that is only showing up to your event. Saying “oh we have this amazing event” is not enough. You need to write compelling stuff. That takes a professional.
Who are you going to target?
Facebook ads work because you can target specific people. But how will that work for your community group? The best marketers spend ages zoning in on their ideal customer, then market to them, then retarget them after they have visited their website.
Nobody has visited your website because you’re a community group, and even if they did, you don’t have a retargeting pixel on there.
So you target “people in my city”. Which is the equivalent of sending a blanket mailshot out via the Royal Mail. Most targetted direct mail gets a 1% response rate. Untargeted mail can only dream of that.
Facebook takes time to work
Facebook is very good at working out who your ads should be shown to. But this takes time. You have to spend money before it works. When I started advertising for the WAM 30-day challenge, we were paying £0.60 per click. Thre weeks later we were paying £0.15 per click. Facebook worked out who my ads should be shown to.
But that only happened after several weeks and several hundred pounds spent on ads. The first £100-200 is basically a fee you pay to Facebook so they can work out who to show the ads to. Then you start seeing results. How big is your budget? Probably less than that, right?
People don’t trust you
People are suspicious of paid advertising. They should be: a company is trying to influence them. You might think that you avoid this being a community group. But you’re wrong. You’re in a worse position.
Why? Because it is even more suspicious. ProCook follow me round the internet with adverts for their latest cookware. They know I have been on their website so they target me on Google and Facebook (and all the websites who use their ads, which is everyone). There are ProCook ads everywhere.
But at least I know what is going on here. ProCook is relentlessly targeting me because they are trying to sell me a pan. That’s the deal.
With a community group, it is a whole different ball game. What are they selling? How are they funding these ads? Is it a cult? What is their business model that allows them to run Facebook ads?
People want to discover community groups organically, either by searching for something they are interested in or because a friend told them about it. Seeing paid advertising makes it look like a religious cult or government-sponsored initiative to shift state-provided services off their books and into the hands of private individuals.
There are better things to spend the money on
Like making your events even more awesome. So that people come back. Most groups do not have a promotion problem. They have a retention problem. You only need one new person to come along each week and you have one hundred members after two years of running. But most groups are five years down the line with 20 members.
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This entry was posted on Saturday, March 25th, 2017 at 11:00 am and is filed under Thoughts. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.