7 Key Reasons Why Your Facebook Ads Don't Convert

We have all been there- investing into an ad that simply does not convert! We spend hours trying to figure out where the pain point lies and NOT being able to get it right… Your goal, as a business owner or marketer, is to get the most out of the investment that you put into any marketing campaign, right? Marketers call it the ROAS – return on ad spend. We are lucky to cooperate with many businesses that continually generate revenue on Facebook and, thus, grow their business. Thanks to this valuable data, we are able to bring you the 7 Key Reasons Why Your Facebook Ads Don't Convert. Let's dive in!


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Choosing The Wrong Facebook Objective

Facebook (and other advertising platforms) allow you to optimise your campaign to truly achieve the goal you desire. Do you want to bring more people to your website? Cool. Facebook helps you with that. Do you want to sell more goods? Your choice, Facebook helps you optimise your campaign. This magic is called the Facebook delivery optimisation. Choose your goal and let Facebook make it happen.



This feature is available as part of the Facebook Business Manager.  So what does it do?  When you set your target audience (people who will see your ad), Facebook digs even deeper and specifies this audience to those who have a higher probability of completing the goal you chose. 


Complicated? Okay, here's an example: Let's say that you target women who live in California and are older than 18 years. According to Facebook, there are 11,000,000 women that you can target.



If you wanted to reach as many people as possible, you'd choose the goal “Reach” or “Brand awareness”. In that case, Facebook would deliver your ad to everyone, depending on the size of your budget. 


But say that you want to sell more goods or services. “Conversions” is the goal you'd pick. 

Facebook collects more than 2 million signs of our behaviour and, thus, is able to predict which of us would interact with this type of ad and would then provide his or her contact information. 


Based on this data, Facebook shows your ad to ONLY THOSE whose probability of completing your goal is higher. That's when the real optimisation comes in. And that's where you might make a HUGE mistake! Choosing the wrong objective (based on your goal) leads to an inefficient campaign. You need to know what your key goal is (what you expect from your campaign) and adjust the goal accordingly.



Pixel & Conversions Are Not Correctly Set Up

When we speak of conversions, the alpha and omega is your Facebook pixel. Facebook pixel, according to Hootsuite, “is code that you place on your website. It collects data that helps you track conversions from Facebook ads, optimize ads, build targeted audiences for future ads, and remarket to people who have already taken some kind of action on your website.


Having said that, it is obvious that this code plays a very important role in your campaign optimisation. If you want to sell more goods or services, your conversion tracking needs to be set up properly. Because if it's not, Facebook gets fake signals and optimises your campaign according to that.


A typical example of a page where you want to track a conversion is a “thank you” page. Placing a code on this unique page where people land only after they complete a purchase, allows you to send a signal to Facebook about who completed a purchase. Based on that, Facebook knows who should receive your next ads! 


⚡Note: You may want to send about 50 conversions a week to Facebook to have your conversion campaigns properly optimised. 


There are some tools that help you set up and check whether your Facebook pixel works properly. One of them is, again, in Facebook Business Manager’s tab “Pixel” where you can generate your unique pixel and set up conversions. The other one is called a Facebook Pixel Helper (an extension) that helps you check your set up.


Poorly Performing Ad

Content is the King indeed. Your technical set up can be great, but if your ad sucks, nothing will save you. Not paying attention to the content that users interact with will result in a low success rate. When it comes to creating an engaging ad, you need to know your audience perfectly. You should know their hidden values and beliefs and know exactly what tone of voice they'll connect with.  


Headlines, the first thing your audience will read, are also a key component! We've written an article on how to write great headlines for your ad, make sure to check that out! Copy (text) is just one part of the ad – you may want to use a picture, video or a carousel (images combined or next to each other), as well. 


The success of your ad truly depends on your creativity, ability to hire a photographer or make quality pictures or videos yourself and, of course, on the type of business you have. If you run a carpet cleaning business, a “before and after'' picture could work wonders for your ad campaign. On the other hand, if you sell properties, a carousel full of carefully curated images may be a better fit! 


There are tons of options, but make sure to thoroughly pay attention to what you serve your potential customers…


So, you may be wondering, how can you check to see if your ad performs well? Look at your CTR (click-through rate). This metrics shows the engagement rate and guides you to either create a better version of the ad or stick with the current one. Here are some industry standards to get an idea of what numbers you can expect.


See for yourself. Which ad would catch your eye?

Wrongly Defined Target Audience

We shall not forget one of the key issues with any campaign you run – a wrongly defined target audience. If you don't properly define your target audience (your potential customers), don't recognize their values, beliefs, core demographic or behaviour data based on which you know them perfectly, you will not succeed. 

Once again, why is knowing your audience so important? There are many reasons. When it comes solely to communication, knowing your audience is a key to:

  • choose the right channel for your campaign
  • choose the right tone of voice, copy and visual for your campaign


If you define your target audience (or potential customers) incorrectly, nothing will save you (or your campaign).

A Website That Doesn’t Work

The core question to ask is: WHERE does your conversion happen? In most cases it is the website. Knowing this fact and acting according to it can help you rapidly increase the efficiency of your campaign. 


Let's look at an example: Say you want to sell more of the clothes that are listed on your website. You choose the right goal, set your target audience and create a great ad. Your campaign is up and running. When you come back to check on how your campaign is doing, you notice that it brought zero results (conversions). You keep asking yourself what the heck have you done wrong?! So you dig deeper…


Your campaign resulted in many clicks, but your website analytics says the opposite. Strange. Well, not really. The problem may lie exactly within your ad and your website. You can call the problem the load speed. According to Google, 53% of mobile website visitors will leave if a webpage doesn’t load within three seconds. That's more than half! In less than three seconds!


The page load speed can be included in UX (user experience). Wiki says, user experience (UX) is a person's emotions and attitudes about using a particular product, system or service. In other words, how the person feels when scrolling your website. Is the website optimised for mobile? Is it easy to understand? Can the user find all the relevant information he or she needs? If not, you have a problem- a problem that will ultimately affect your campaigns.


⚡Note: You can check how fast your website loads here.


If you're interested in checking out inspiration on how to create a great converting website or landing page, check this article by Hubspot. There are already plenty of studies and examples that show you how to get started – without having to reinvent the wheel. Besides that, go and check out your competitors. You may find tons of valuable examples (both positive and negative) there.


Sure, your conversion may not only happen on your website. In that case, you can use other sources like native lead generation forms directly within Facebook or LinkedIn and you won't suffer from this issue at all – lucky you!

Lack of AB Testing

Online marketing is a lot about trial and error. Sometimes you simply have to test to see what works the best. Luckily, you can get this data pretty quickly and for only a few dollars. To test the best performing picture, headline, subheadline, target audience's age or interests, best-converting landing page or anything else, run AB tests! Always, always, always test! Once you can get a significant amount of data (example: more than 1,000 people reached – which can cost you less than 20 dollars), you will realize that AB tests are a must.


All advertising platforms allow you to create more than one version of the campaign EXACTLY so that you can find out which version is the best. Leverage this feature for your benefit. Come up with relevant hypotheses and test them against each other!


Unprepared or Non-Existing Market

There can be a case where you run a Facebook campaign, you make sure that everything is right (on your side) and still find out that the desired results don't show up! Frustrating, I know. There is another reason (or a group of reasons) your ad is not performing well. That is due to a non-existing market, a market that is not ready for your product or service yet.


Unprepared Market

Say you sell rockets that allow individuals to fly to space on their own. Human beings may soon be discovering space like they never did before. The future is coming, but we may not be there today. If Tesla had sold their cars fifteen years back, they wouldn't have found any demand. 


The same may apply to your product or service. Make sure to do thorough research on how your market behaves. Check to see if people are already aware of the problem you solve and if they search for the solution you offer. This fact, even though it may not seem so, directly affects your marketing campaigns. 


⚡Note: Use tools like Google Keyword Planner or Ubersuggest to check what people search on search engines like Google, Bing or Yahoo


Non-existing market

It's possible that you may create (and sell) something no one wants. And that they will never want to buy. You are trying to create a market that simply does not exist. That can be very tricky as you can easily find yourself in so-called innovator’s bias. In that case, your ads won't work too – obviously as there is no one who would want to buy.


“Innovation bias is the belief that an innovation should be adopted by the whole society without the need of its alteration. The innovation's "champion" has such a strong bias in favor of the innovation, that he or she may not see its limitations or weaknesses and continues to promote it nonetheless.” WIkipedia


What to do next?

What to do with your non-performing ads? That's, of course, the question you probably have in your mind. 


We recommend you watch your campaign thoroughly, evaluate its results on a regular basis and learn to specify WHERE the problem lies. We've given you a plethora of tools to check your website speed, Facebook pixel set up and we will leave you with few more. 


If you're wondering how to write a text that converts, check this article. Besides that, you may be interested in learning about easy-to-use tools to create an engaging image, video or carousel, right? We have that covered for you too: check this great article on 40+ tools for creating visual content on social media

Lastly, we recommend you try to run your campaign on our tool that gives you personalised recommendations on how to continually improve your campaign.


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How to Define Your Buyer Persona

Do you know who you should have in mind as your ideal buyer? What are their needs, what do they desire, how and when do they like to consume content, and through which channels? To answer these questions, it's extremely helpful to create buyer personas. The personas are developed based on a combination of customers' behavior and your understanding of their motivations and challenges. In the process of creating these personas, you’ll gain insights into how your audience thinks and discover what they want. You will find out the communication style that works for them, and the ways in which they like to consume content. Also, you can find out the ideal price they are most likely to pay for your product or what features the product should have.


For your business, it is crucial to define your buyer persona (aka marketing persona). What are buyer personas? Imagine them as a representation of the demographic where you can find your ideal customer. Creating them helps you understand your customers' needs, while online marketing gives you the ability to target groups or individuals according to specific aspects you can define by creating the personas. Your result? A more efficient and effective marketing campaign.


The challenge of current operating businesses is whether or not to take time out of your already busy day in order to spend time on a persona project. But so much information and knowledge can be gained and your marketing can really improve by doing it flawlessly. And remember, personas are also crucial to getting your 5 marketing Ps right


How do you start? 


1. Ask questions!

To elaborate your personas you need to determine what their goals and attitudes are. You have to ask yourself, what do they know? What do they respond to? What are their behaviors? What do they need? Where are they?


Do qualitative research to gather this knowledge. Ask them. Watch them. Follow them. 


Try to create one or more buyer personas. Developing personas helps you understand your buyers as much as possible. It can provide insights into the different roles in companies or families, as well as into an individuals' life.  This information may eventually factor into a customers’ decision to make a purchase. 


Basically, personas are a comprehensive kind of map of your customers’ minds and personalities, helping you see the world from their perspective. With this X-ray super power, you can find and tailor your ideas to fill in the gaps, meet their needs, and ensure that your content is interesting and relevant to them.


2. How do you get this information? 

Well, you are an entrepreneur, you know nothing is easy. The best source of information is interviews and surveys! Do you see your customers in person? Ask them! Do you have a sales or customer support team? Ask them about the customers. Once you determine your personas, you can schedule user interviews that last about 20 minutes or send them a survey. Make sure they get a little reward afterwards :)


A good source of information is also statistics and reliable broad research done by companies. 


I am sure you have heard that some companies even hire trained anthropologists to watch what people do and how they behave. Your research can be as deep as you want. Just do not bother your clients for too long. 

3. How do you create the personas? 

Once you’ve collected your responses, comb through your research to identify the common threads, concerns, hopes, desires, and challenges people face. Sometimes, you may notice a common theme or even phrase in your responses. These are incredibly valuable.


Have you gathered all of your data from research? Now you can start developing your unique segments. Divide the people by:


a) Demographic

b) Location

c) Interests

d) Behaviour

e) Whatever is relevant for you e. g. job title


4. Finalize them!

Once you have your “rough” personas, it’s time to polish it all. Make sure you have a name for each, and circulate your personas for feedback from relevant people (e.g., your sales team). Once refined, memorialize these in a Google Doc or Excel spreadsheet that is easily accessible. Use these finalized personas to brainstorm content. Going forward, you should be able to identify: Which persona will be interested in your product, service or idea. Why will that persona be interested in it? Make sure to regularly review and update personas, as well.


The more detailed your personas are, the better your marketing targeting can be. You should be able to imagine them or draw them. You should be able to simulate an interview with them, to know what tone you should use, and what their interests are. Imagine that you are selling something to them personally and play with your new imaginary customers. 


You know you did a good job if your personas are: Divergent from each other, feel real, and are easy to explain. Create files for each one, so you don't forget anything about them, hang pictures of them around the office, so you feel they are present. If you have coworkers, they all should know these personas perfectly. Your aim is for the company to culturally adopt the concept of talking about these personas as real people.

How can personas help create content?

Audience insights: 

Your created personas will help you understand your audience’s concerns, preferences, and goals. When you know these, you are able to create content your buyers will find engaging, relevant, entertaining and valuable. Personas help you determine that very sort of content you will need. If you divide your current content down by persona, you can simply see which personas are getting enough content - they are nurtured, and which personas need more or a different kind of content.


Communication styles: 

Because you already know who you are talking to, set the tone, style, and delivery strategies for your content according to your personas. For example, some buyers respond best to a friendly, conversational voice, with some jokes and questions, while others trust a more formal tone and serious negotiation. By creating your personas, you’ll determine the best tone and style for your content. You can even target the topics you should be writing about for each persona. 


Content preferences: 

At the end of the day, personas tell you where buyers prefer to get their information. Are they like bookworms? Do they like to sink their teeth into 100-page guides, or do they prefer short, concise texts and easy graphics? This information will help you set the way you create your content for each persona and how your buyers will discover it. It's the same for your creatives. Some people won't watch a video, some will only respond to a colorful picture and some only to a call to action post. Create content that will engage your buyers more effectively. 

Note: The delivery strategies for your content may or may not be the same for all your buyer personas. It is also okay to have only one or to have many buyer personas, it's up to you!


How can you target those personas via online advertising platforms?

Besides demography e.g. age, location and sex, each platform gives us a different way to target the customers. 


LinkedIn, as an employment platform, allows us to target people based on their job title, their knowledge, education, abilities, their current employer, as well as companies they have been employed by or their level of seniority. 


Facebook is more informal and fun, so you can target people according to their interest, pages they like, devices they use, travel plans or according to an upcoming birthday in their friend list. There are a vast number of options you can select to describe your persona(s) as precisely as possible. If you take an interest in this topic, you can read more about Facebook targeting according to interests , as well as location


To sum it all up…

Create a comprehensive list of your personas. 

One campaign should target one persona, for a more effective strategy.

Smaller campaigns, with an in-depth target, are more effective with an individual persona.


Having said this, buyer personas are something you REALLY need to run your business and use the online platforms effectively. Got any questions? Don't hesitate to contact us! 

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6 Things to Avoid When Hiring a Marketing Agency

For anyone who’s not an expert in this field, marketing strategies, SEO or social media can be like a maze. If that’s the case, navigating through it can get super difficult sometimes. However, that’s okay! Marketing agencies exist exactly for that reason — to help business owners and entrepreneurs efficiently use their business’s potential in the name of marketing. Naturally, you want your business to grow. You decided that it’s time for you or your firm to start working with a marketing agency. Good for you! But where do you start? How can you make sure that you choose the right one? There are so many questions that might seem tricky, but this list of things you should avoid will answer the most crucial ones.

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6 Reasons Your Online Advertising Brings No Results

Let’s be honest — some online ads simply don’t work. At least we think that they don’t. Or better put, we judge them before knowing the real reason they don’t… Now, there are almost unlimited ways to reach your target audience on the internet: targeting people who search on Google with your search ad, capturing people’s attention with your promoted social media post, direct messaging on LinkedIn or creating a short video on Youtube. There are many channels and many types of ads that can use to target your potential customers.

But why the heck don’t they work for you? Many businesses have rapidly grown thanks to online advertising and yours hasn’t. What is it that makes your campaign inefficient?

First of all, be clear on the problem you are facing. What metrics say that your campaign is not working? Is it the ROI (return on investment — easily put, how many dollars are you making out of 1 dollar you invest in the ad), cost per lead (in case of lead generation campaigns) or number of people your campaign reached? When reporting on your marketing efforts, make sure to be as precise on the desired metrics as possible. “Thoughts” are the worst reporting tool.

Secondly, who is running your ads? Is it you who has access to all the important metrics and reporting or do you outsource ad management to someone else? If so, are they fully transparent on the process of a campaign setting? Do they let you “watch the chef while cooking”?

Let us be clear: this point is crucial. Online advertising is not a black box. It truly works and increases the ROI if done well. But if not, there is no positive ROI, just money thrown out of the window… What I am trying to say is, that there will be plenty of companies charging you for the ad management who are not truly willing to help you. As a result, your campaign ends up being inefficient.

Let’s say you are running the ads on your own and still suffering from lack of efficiency. We won’t let you down. We’ve prepared a few points which — when done well — will increase your ad efficiency.

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No Professional Stuff. Be Natural. Leverage INSTASTORIES.

I know, I have been there too… You are about to create a piece of content — a nicely done cappuccino in your café or a beautifully pictured house that you want to sell. But how the heck do you begin? With no professional equipment or experience — you want to produce the best content for your social media profiles, business website or email campaign, right?

Well, how do you go about it? The key is you don’t have to be perfect, in fact, that’s part of the magic of this medium! Be natural, be spontaneous, and be active. Your new audience will expect funny, educational, engaging and UNPROFESSIONAL content. In a world where marketing aims for the ideal, your audience wants someone or something that they can relate to. A picturesque cappuccino is nice to look at, but what about a customer savouring their morning drink, only to burst out laughing because they have foam on their upper lip? Capture it and share it! Sometimes less is more. And something is always better than nothing

In this article, I will show you how you to use a (relatively new) medium that not only allows you to share your unprofessional and spontaneous content, but REQUIRES IT! This medium is called Instagram Stories aka Instastories. As the name says, it can be used on your Instagram profile (both personal and professional). Below see an example of what an Instastory looks like:

AirBnB Instastory
AirBnB Instastory

Let us first clarify what Instastories are. They are vertically shared pictures, videos, animations that were originally used by Snapchat. After some period of time, Instagram and Facebook implemented them and extended their platforms. Instastories disappear after 24 hours which makes them an instant, spontaneous and engaging piece of content.

But why should you actually care about them? How are they relevant to your business? As we regularly discuss in other articles, webinars and private Facebook groups, ask yourself a question before you get started: Can I reach my audience on this channel? Instagram is used daily by one billion users and Instastories by more than 500 million people. That truly means 500.000.000 people. Every. Single. Day.

Going back to where we began. You are probably asking yourself: “Do I need professional equipment, a best-of-breed creative studio with the best of the best?” Not at all. Be natural, be spontaneous, and certainly, go ahead, and be unprofessional! This platform requires it. Your audience expects you to be natural. They expect to see what’s going on behind the scenes and what your daily updates are — share with them the best moments that can describe you or your business. Tell STORIES! Because that is what this platform is about.

Let’s break the stereotype: You do NOT need to be a professional to create great, engaging content for Instastories.

Let’s get practical. How do you really begin?

  1. The premise is: You already have your business/ personal Instagram account (if not, get one).
  2. Visit the Instagram app and tap your icon (with the + sign) on the top panel/ or simply swipe right.
  3. The interface where you create Instastories will open up. Choose either to make a picture, create a video or choose any of your pictures/ videos in your gallery. The options you have when it comes to content creation are hundreds (check out all the features like Boomerang, Live Stream, polls or uploading Gifs to your story).
  4. After you are done, click “Send to” and choose either your Instastory platform (yes, this is the one) or send it to some of your friends/ followers.
  5. Done. Your Instastory will now be public. Make sure to check the results afterwards. You can see who watched your story (within the first 24 hours of posting it) and how they reacted.

You know how to get started. Get inspired before you jump into the content creation. See a series that shows some examples of really nice — BUT STILL UNPROFESSIONAL — Instastories which you can do within a few seconds.

There are plenty of cool features that you can use to make your content visually more appealing. Amongst them, there are live streams (even shared streams with other coworkers, partners, and followers), galleries of Gifs, options such as slow motion or boomerang effects, coloured backgrounds, many text fonts, polls, quizzes and questionnaires (ways to engage with your audience), chat windows and tons of emojis. Again, choose what correlates with your business image (branding). I may be repeating myself, but less is sometimes more…

Key takeways:

  • Instastories offer an opportunity to reach out to your audience — potential customers/ followers.
  • Be yourself! Be natural and spontaneous, when creating Instastories.
  • Do not insist on the best-of-breed equipment — less is sometimes more.
  • Follow the 5 steps stated above to get started with Instastories.
  • Inspire yourself with our Series of great examples of Instastories.
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Take Your Small Business to the Next Level with Marketing Automation Software

One of the buzzwords and a key trend in marketing is automation. Even though it may sound complicated and unaffordable for small businesses, the opposite is true – you only have to know where to begin. If you know what to focus on, choose the right software and analyze your efforts, marketing automation can truly get your business to the next level.


Marketing automation is, as the name suggests, a category of technology that streamlines your marketing activities. It gives you the power to focus on customers with the highest potential and saves your time by triggering messages (campaigns) across multiple channels without you having to start them manually. A miracle, I know.


There is always a buzz around new technologies. We recommend reading our article about the difference between Hype & Trend. Marketing automation, we believe, is a trend to stay. Jump on the train as soon as you can. No matter how big your business is. If you choose an affordable solution, your business can never be too small for this.


There are more arguments to start using a marketing automation tool:

  • It saves you time by automating manual effort.
  • If done well, it increases the revenue and saves cost.
  • It allows you to nurture your most valuable customers and focus on new customers with the highest potential.


Stop. Doing. Manual. Work. Period. Let technology help you automate. It's not as hard as it looks. You will find out soon, just bear with us…


Where do you start?

Let us guide you through the very first steps to start using marketing automation that will take your business to the next level.


1. Set your priorities

Be clear about what you want to achieve and how you'll track it. This is a prerequisite to get started. If you don't clearly set your expectations, you won't know where to go and you won't recognize when you get there.


Do you want to save time? Great!  Are you more interested in increasing your response rate? That's cool too. Would you like to generate more leads? That counts as well. Goals and expectations should come out of your status quo - no one will help you here, just you, so start by defining your goals.


2. Define the customer journey & touchpoints

Know the journey of your customer. You can only optimize if you know what leads your customers to purchase. We are fans of marketing funnels that help you (in a simplified way) understand the customer journey. Draw one for your business – you will get a better idea of where your customers get stuck.


Let us give an example here. Say you run your real estate business. Your primary selling point is your website with all the listings and offers. You run Google, Bing and social media ads to generate traffic. You might send some newsletters too.


Your primary goal is to generate leads and close them, right? There are multiple touchpoints throughout the customer journey (before you close the deal). Here is what a customer journey may look like:


3. Find out what can be automated

Now that you know how your customers behave – you've identified the touchpoints, let's slowly start automating. Or better said, let's find out what can be automated. Tools like Hubspot, ActiveCampaign or Keap are mostly focused on email marketing, social media ads, search & display ads, SMS, widgets and pop ups on the website. These represent the channels that you can use to get in touch with your audience. Let us expand on our example above. The touchpoints where the communication can be fully automated are now marked in red:

4. Choose the right automation software

There are plenty of tools to choose from. Going back to your potential question: “Are these tools affordable for small businesses?”, note that you don't have to pick Marketo or Hubspot to automate your efforts. These are tools mainly for enterprises that operate with big marketing budgets. Not in our case. We go small. But effectively…


Let's list some of the tools you can use to start automating your communication:


  1. ActiveCampaign

ActiveCampaign gives you not just marketing automation software, but CRM on top. Its pricing starts at 9 USD (if paid annually) and offers not just email marketing, but also SMS, Facebook targeting, subscription forms and personalised content on your website. It's a great tool.


  1. Keap (by Infusionsoft)

You will have to go deeper into your pocket here. Plans start at 49 USD, but they offer you a sales pipeline plus invoices & payment management on top of what ActiveCampaign gives you. If you lead a sales team, this can be a great choice.


  1. Drip

As well as other automation tools, Drip focuses on campaign orchestration – creating a single view across multiple channels. We worship the 360°customer view and so does Drip. Their focus is ecommerce and they offer great features, like personalised product recommendations.


  1. Mailchimp

It started solely as an email marketing tool, and is now moving into the automation platform. Mailchimp offers features like landing page creation, social media ads and soon-to-be-launched marketing CRM. Pricing starts at 9,99 USD plus they offer a freemium to play with the tool and use basic features.


  1. Zapier

We love Zapier – the glue of the internet. It allows you to connect two platforms that, by themselves, do not communicate with each other. Say you generate leads on your Wix website and need to send them to your Drip account. Zapier helps you do that – automatically of course. With more than 1,500 platforms, they are the real glue of the internet...


  1. groost

As much as we love Zapier, we adore our own solution – groost. The name itself says that it'll grow & boost your business. We do it by automating and simplifying your campaign management. If you need to generate more leads, increase website traffic or get more post engagement on your social media profile, you probably run paid campaigns – knowing that organic reach is constantly decreasing – which can be overwhelming. Learning how Google Ads, Facebook Business Manager, LinkedIn Campaign Manager or Bing Ads work takes ages. Not with groost – a single platform for all your marketing efforts. We do offer freemium too to show your business on both Facebook and Instagram – try it out!


5. Analyze your efforts after some time & improve

Make sure to come back and analyze your efforts. As Peter Drucker said, if you can't measure it, you can't improve it. Analyzing what works and what doesn't is crucial. We recommend running continual AB testing to optimise every step of your funnel and every touchpoint with your customers. All tools that have been listed above allow you to do so easily.


These are the 5 easy steps to get started with marketing automation. Some of them might seem obvious, but believe me, there is no shortcut. Set your priorities first, define the customer journey and touchpoints, find out what can be automated, choose the right tool(s) and after some period of time, come back, analyze and improve.

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How to Target People According to Their Interests

Have you ever wondered about how it is possible that you actually like the products you see in your feed? That is because of the targeting. You should always know who you are talking to. Who is your buyer persona? If you know it, you can tell Facebook what your potential customers look like and Facebook will target them.

Facebook allows you to target custom audiences, lookalike audiences and saved audiences. The saved audiences are our topic in this article. Those are the audiences that you can define by choosing people’s interests or location, demographics, used devices, income level, etc. You can create Saved Audiences both in the campaign setup phase or in the Audience Manager. To narrow or broaden your audience, you can combine those as much as you like!

Regarding demographics-based targeting, you’ll get plenty of topics to refine your audience based on many options. The basic 3 are: Age, Gender and Language. That’s easy.

Location targeting allows you to pick the whole country, a city, or a specific radius around a pin you drop on the map. Imagine you are a realtor and you have a perfect house to sell in California! As an example, you can target people currently traveling or planning their next trip right there… To read more about the location targeting, read this article.

Facebook Targeting audience
Facebook Targeting in Ads Manager

What is interesting here is the interest-based targeting! Interests are one of the best (and easiest) targeting options. They allow you to target people interested in a specific subject related to your product. Does it sound like a good option to target people interested in your competitors or the market segment you are in? To target people based on interests, you can either browse the menu with hundreds of interests or simply type some of them in and see what Facebook can suggest and offer you.

Everytime you edit your audience, you can check your potential reach and estimated daily results based on your campaign objective.

Facebook Targeting
Facebook Interest Based Targeting in Ads Manager

How does Facebook know? The interests are based on its users’ likes, apps they use, Pages they’ve followed, and more. Adding more than one interest will target people with at least one of them so you’ll broaden your reach.

Behaviour-based targeting allows you to target Facebook users by their purchase history, events they were interested in, personal anniversaries, etc. This data is gathered by Facebook analyzing many factors and also using external data sets.

You can include or exclude people based on another kind of information or connections e.g. ads they click, pages they engage with, the mobile device they use or the speed of their network connection. Interesting, huh? You can read more in Facebook article about best practices for detailed targeting.

Pretty much everything is summed up in the picture above. To save your time, save your audiences, so you can always use them again, copy them to make small changes and have a brand new one.

To read more about this topic, you can download our e-book below!

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