As social media platforms release new attention-grabbing features that keep users engaged for hours, online course creators are leveraging Facebook advertising to get in front of their ideal clients.
Amber McDuffie, the founder of Amber McDuffie Co., weighs in on two of the most overlooked marketing strategies that would allow course creators to get a better return on their investment using Facebook ads.
“Most course creators run ads without a meaningful goal in mind,” McDuffie says. She explains that businesses tend to define success or failure by how many direct sales they make with one ad. “Owners think that showing their products to a target audience will automatically mean more sales, but that’s not necessarily the case.”
McDuffie suggests that course creators should spend time thinking about the type of content that would get their audience to not only pay attention to the ad, but also share it with their friends. Sharing has the two-fold effect of engaging a current lead and getting in front of new potential leads. It’s a stamp of approval that tells the friend that the content is worthy of their time.
Ads that get people to hold conversations in the comments also work well because it builds a sense of community and increases engagement. When course creators aim to start a conversation with and among their audience, a relationship is created and trust begins to grow. Then the audience will respond more positively when they see an ad that asks for a sale.
“When the audience can laugh at, learn from or relate to the content, they tend to come back for more. The more touch points the course creator has with their audience, the more likely they are to make a purchase,” McDuffie shares.
The second tip McDuffie recommends for course creators is that they promote their best performing organic content in a paid ad. “Reels are the hottest, newest feature on Instagram, and it’s a great way to test out video content before spending money on ads,” McDuffie asserts.
Online course creators are less likely to abandon their social media advertising when they can see results from the money that they invest. When engaging content is promoted using a variety of advertising strategies, they can more quickly and easily reach their target audience at a lower cost and expect even more sales.
McDuffie has taught digital marketing courses to business owners for the past 5 years. She now has a consulting and marketing education firm, Amber McDuffie Co., that provides professional digital marketing services for course creators that are ready to grow their online revenue. More information can be found at https://AmberMcDuffie.com