The Unrecognized Value Behind Email Marketing

When we say “online marketing” to small business owners, most respond with, “I’m not that into social media, thanks.” Not quite what we meant, but good to know!


While social media marketing is a part of online marketing, it certainly isn’t the entire pie. There are many different aspects of online marketing, including Google Pay Per Click, social media marketing, web design and SEO, and email marketing,  just to name a few. All of them are important, but if you simply advertise on social media you’re going to be missing out on huge demographics of potential customers.


Of all the different forms of online marketing, email marketing is one of the most unrecognized and one of the most powerful.  In short, most small businesses we encounter simply ignore the advantages of email marketing.


Yes, we hear many objections to email marketing..


I don’t look at other companies’ marketing emails.


What if one of my emails goes to the social or promotion tab?


Commercial emails will irritate my customers!


What if my emails don’t get delivered in the first place?


(And here’s the big one) Email marketing just doesn’t work.


Well, in this blog post we’ll prove to you that email marketing not only works, but also provides certain huge advantages to a small business owner like yourself over social media marketing that should certainly not be dismissed.

Email Marketing Advantages

Is Email Marketing Dead?


First, like watching the TV series Star Trek, let’s take a look at the data.


This chart by OptInMonster shows key statistics to prove that email as a platform is nothing to sneeze at.


Email Facebook Twitter
Total number of users 2.6 billion 1.7 billion 313 million
First online “check” of the day 58% 11% 2%
Use this channel at least daily 91% 57% 14%
Prefer this channel for permission-based promotional messages 77% 4% 1%
Most frequently used channel for personal messages 45% 12% 0%
Users check here for a deal from a company they know 44% 4%
Users who made a purchase as the result of a marketing message from this channel 66% 20% 6%
Customers Acquired 7% <1% 0%
Inbox Placement Rate/Organic Reach 79% 1-6% <1-30%
Open/Click-Through/Engagement Rate 18% OR / 3.7% CTR 0.07% 0.03%
Distribution of Global Content Sharing Activities 4% 57% 18%
Delivers an Excellent ROI 21% 15%
Customer Lifetime Value +12% +1% -23%
Ownership Full ownership Account can be terminated Account can be terminated


Email as a platform still has more users worldwide then Facebook and Twitter combined. Almost all of those users check their email at least once a day; for many of them it’s their first online activity of the day.




According to this chart, email is still a huge, hulking mass of a communications platform that is available to almost a quarter of the people on planet earth.


Email also has the highest daily check rate and the lowest never-check rate of all online marketing tools. More people are checking it more often than anything else.



And it’s growing. According to recent studies, email is still continuing to increase both in number of users and worldwide email accounts every year. This will continue through 2019.


The types of individuals that check their email are also different. Unlike social media users, people who check their email are more likely to be looking for promotions or deals from companies that they do business with. According to this article, the amount of users who make a purchase as a result of emails is over three times the amount of Facebook, and 10 times the amount of Twitter.



Bottom line: email marketing is an established, growing communications platform that continues to lead the planet in users from almost every demographic. And there’s no signs of that changing anytime soon.


Or, in the words of the OptInMonster article from which these graphs were taken, EMAIL IS NOT DEAD!!


What Are The Benefits of Email Marketing?


Now we get the fun part: what are the juicy benefits of email marketing as opposed to social media?


Universally Used

Everything on the internet points back to your email account. When you lose your password, you go back to your email. When you make a purchase, you get your receipt in your email. People are required to check their email over and over. And as we mentioned earlier, almost every demographic and age range uses email as a primary means of communication.



Email Plays Nice With Others

Not only is email ubiquitous, it also plays well with others. No matter what other platforms you’re using for marketing – social media, Google PPC, SEO – email integrates flawlessly. For instance, you can take your email marketing content and use it to craft social media posts without having to start from scratch. Inside your emails, you can have links to your social media pages. You can also use email marketing to promote a social media marketing event, increasing traffic to your page or event. Email is a team player and will happily mix with whatever other marketing activities you’ve got up your sleeve.


People Prefer Email

According to research conducted by Marketing Sherpa, 60% of survey respondents chose email as their preferred way to receive promotions and updates from companies they are interested in doing business with. According to that same research, only 20% of respondents chose social media and 17% chose text messages.


Also according to Marketing Sherpa, 91% of US adults like to receive promotional emails from companies they already do business with. Many leads and customers are more likely to read and take action from a marketing email because they’re already looking forward to having that type of communication with you.



Furthermore, if someone’s on your email list, odds are they’re already interested in you as a company or one of your products. HubSpot calls these people “hand raisers”. They are people who have somehow ‘raised their hand’ to say yes I’m interested in what you have to offer. As a result, your odds of converting them to a lead or customer are much higher.


A word to the wise, though: businesses that do send unsolicited email marketing messages often sacrifice company image and success for a quick buck. As a result, many of the most reputable email marketing systems recommend not purchasing an email list but generating them organically through your business relationships.



Social posting is environmental. Email is direct. When you send out a message via social media, you have no idea if the people who see it are the ones who are interested in your product. You could easily get lost in the feed. When you publish something, who sees your post is not only depends on who is on your subscriber list, but also the algorithms of social media.


This is not the case with email. When you send an email, it goes to every single one of your recipients every time. Delivery is not contingent on reach, algorithms or SEO. It’s one-to-one: one email, one person, every time.


Higher ROI

A 2016 study by GetResponse showed that email marketing delivers the highest overall ROI. Another survey by the Direct Marketing Association and Demand Metric of Marketers in the United States showed that email achieved a median ROI of 122%, which was more than four times higher than other marketing brands, including social media (28%), direct mail at (27%), and paid search (25%). In 2016, email marketing generated $44 of ROI for every one dollar spent, which was up from $38 in 2015.


‘Nuff said. The results are in: email marketing will maximize your ROI.




Higher Conversion Rates and Customer Acquisition

Taking a prospect from a lead to a customer is no easy task, but email does it better than anybody else. Mckinsey reports that the average order value of an email is at least three times higher than the average order value of a social media post. Also according to Mckinsey, email is almost 40 times more effective than Facebook and Twitter in helping your business acquire new customers. With email marketing, you’ll have higher success in attracting that potential buyer and getting them to actually buy than you would with social.



Increased Visibility

Your emails reach on average 79% of the people that you send them to. On the other hand, Facebook organic reach has declined in recent years to between 1 to 6%. That means only 1 to 6% of your fans will actually see your post at any given time. Email is a much better option for sending out both sales emails and current customer communication emails like newsletters. What good is a newsletter if only 1 to 6% of your loyal customers get to see it?


If your business needs a reliable way to communicate with your members and customers, you need a method you can trust. And that’s email.


Longer Lifetime

A study by Custora found that customers acquired by email have a 12% higher lifetime value than average. The same study showed that customers acquired through Facebook have only a 1% higher lifetime value than average.  Customers acquired through Twitter tend to be worth about 23% less than average. People who you engage via email are not only more likely to buy, they’re more likely to stick around.



Reduced Time Commitment

Email marketing is effective, but it’s also quick. Once you learn the basics, you’ll be able to put together an email in no time flat. And not only that, there are plenty of email marketing software out there that give you the tools and training you need to quickly learn and design emails (as opposed to the dozens of social media platforms on the market, which all have their own complicated advertising managers that require time and effort to familiarize yourself with).


Greater Personality

If you’re going to outshine your competitors, one-on-one communication is going to be one of the biggest guns in your holster. Opening an email is a much more personal experience than coming across a random, generic social post that is addressed to an entire community. Composing personalized emails makes sure customers feel connected to you as a business, which will dramatically increase your likelihood of getting a buy.


Greater Customization

Pretty much all social media posts look the same: an image or a video accompanied by text. On the other hand, emails can be customized to match your brand image and aesthetic. Are you a high-end restaurant in Chicago? Make your emails sleek and shiny and highly professional. Are you a flower shop on the Oregon coast? Include color and dynamic images of your spring flora as well as an unlimited amount of characters in the descriptions to really bring your company to life.


Email has no restrictions to design and no restrictions to the number of characters you’re allowed to use. It’s about as close to a blank canvas as you can get in the world of digital marketing.


Marketing Automation

Using email marketing software, you can design entire campaigns of emails to be sent when someone opts into your email list. That means that if someone makes a purchase, you can send them one email about the purchase, another thanking them, and another about an additional item that may be helpful, all automatically. Social media platforms have no automation powers even close to this.


Objections to Email Marketing


OK, OK. Email marketing sounds great! But there are some very viable concerns I need to have addressed before I invest my time in actually doing it!


Objection: I Don’t Open Other Companies’ Marketing Emails

Maybe you’re not one of the types of people that opens up your marketing emails. Fair enough, but that doesn’t mean that nobody is. Odds are that you’re not the kind of person who opens every letter you recieve that comes via snail mail either. But I personally have older friends and family that sit down every week and do exactly that.


The data shows that many people do, in fact, open up marketing emails and do make purchases as a result. Like so many other things in your business, it’s not necessarily about how you function, but how your customer functions. And while you may not be the type to go through each of your emails individually, your customers may be. In business you have to speak the language of your customer. If you don’t like listening to your customers’ wants and needs, why are you in business anyways?


Objection: My Emails Will Get Caught In The Social Or Promotions Tab

Many email platforms have distinct inbox tabs that filter out promotions and social emails to unclutter inboxes. And many marketing emails do get filtered into these tabs. That being said, there are plenty of techniques in designing your email that will minimize the likelihood of this happening.


Design your email in plain text and use fewer images rather than more. Don’t write a promotional email, just write an email to your customers! That way, when Gmail or Outlook scans your content, it will be less likely to recognize it as a marketing email and send it straight to the recipient’s promotions tab.


Undelivered Emails

What’s worse than getting demoted to the promotions or social tab? Your email not even getting delivered. Sometimes poorly designed emails may not get delivered to their intended recipients. But again, there are some best practices you can use to minimize the likelihood of this happening.


Don’t clutter your email with too much content. Make it simple, sleek, and easy for someone to read.


Also don’t use spam keywords in your subject heading or in the content of the email. Email software and platforms can discover these and remove emails that fall into this category.


Remember, even if a few emails don’t get delivered to a couple of recipients, you’re still getting upwards of a 70% delivery rate as opposed to a 1 to 6% delivery rate if you sent the message out via social media.


Design Problems

Sometimes emails with too much design have a problem displaying on tablets and phones. You need to be attentive to how your email appears on a variety of devices.


One way you can minimize the likelihood of appearance issues is to test your email before you send it. Most email marketing platforms have this option. If you’re not using an platform, simply send it to yourself and see how it looks on your phone.


Keeping your emails simple also helps here. Some people opt to receive text-only emails, so keeping your email simple increases the likelihood that these people will see it.


Size Issues

Sometimes slower Internet connections have difficulty downloading larger images in emails. Again, keep it simple. Use images that are small in size and only use a few of them. If your email is taking too long to load, you may lose your audience’s interest.


Lack of Time And Resources

I don’t have time to send out daily or weekly emails! I have enough on my plate as it is. Learning a new marketing technique no matter how simple can be a bit of a time commitment. Small business owners are already taxed for time and mental resources.


That being said, of all the online advertising platforms, email marketing is the easiest to pick up.


If you still don’t have the time, many online marketing companies including White Hat Matt offer email services to help overwhelmed small business owners like yourself start their campaigns.


Let’s be clear: we’re not saying that social media marketing has no value. It does, and in our recent article Quickly and Simply Start Your Business on Facebook Ads, we outline what some of those benefits are and how to quickly get started.


We’re saying don’t throw out the old to make way for the new so soon. According to global benchmarking research in 2017, email still has a very high rating by marketers. 53.6% of marketers rated it as excellent or good, as opposed to social media and search engine optimization which are rated second and third by marketers (social had a rating of 50.9%, and SEO had a rating of 45%). Also, more than half of the companies surveyed in this research said that they were planning to increase their email marketing budget, whereas only 7.5% were planning to decrease it.


Email marketing still has massive potential to increase your sales and help your brand image even in the age of social media.


Additional Reading

Looking to learn more? Here are some other resources about email marketing that might be of interest to you, including some of the links to pages we researched for this article. There is also a link to the free HubSpot course that will get you started on email marketing techniques and best practices.  If you’ve committed to following the course online, we highly recommend you take the entire Hubspot course.



7 Tips to Crush Your Small Business Online Marketing

Hi guys!  Matt Sheeks here.  I’m just starting to do some video marketing and I hope you find value in what I have to share.

First off, you need to do online marketing for your small business in 2019.  Of course, everyone knows that, but let me ask, “how’s that goin’ for ya?”

Sometimes a hard dose of the truth is a great motivator:

Studies show that…

  • 70-80% of people research a company online before visiting the small business or making a purchase. (Source)
  • 93% of online experiences begin with a search engine, and 47% of people click on one of the first three listings. (Source)
  • Almost 90% of marketers say their social marketing efforts have increased exposure for their business, and 75% say they’ve increased traffic (Source)

All of this begs the question about your own digital marketing.

Do you have?

  1. No Google My Business page?
  2. Vague marketing speak in the headline of your website?
  3. A Facebook business page, but no email marketing list or campaigns?
  4. An unprofessional website?
  5. No email opt-in on your site?
  6. No search engine marketing strategy?
  7. No content promotion strategy?

If you have any of the above online marketing flaws, you’re already way behind.  But that’s okay, I’m sure your competitors love it.

Allright, maybe it’s not okay.  Maybe it’s time to fix it. “New-Year-New-You,” right?

But how do you find the time to do online marketing all by yourself? Just because it’s a new year doesn’t mean you all of a sudden have more than 24 hours in a day.

Lemme tell you, it took me forever to figure out which marketing activities actually worked, and which ones were aimed at funneling me into someone’s get-rich-quick scheme.

But, you don’t have to start from scratch like I did. If you just invest the 6 minutes before your next meeting to watch this video, you’ll be miles farther along than you were 6 minutes before.

If you follow these seven tips, you’ll experience increased ROI. You’ll experience more online leads and revenue. Your social and website will begin to work for you instead of, well, just sitting there.

Bottom line, we want to help you market your small business online simply, affordably, and for you to get results.  So check out this video.

Quickly And Simply Start Your Small Business on Facebook Ads

Social media is quickly rising in preeminence in the advertising world. And while there are very viable uses for other advertising platforms (e.g. newspaper, radio, Google pay-per-click, etc), social media in its many forms continues to evolve into a more and more competitive option for small businesses to get the word out about their products and services.

According to, 81% of millennials checked their Twitter every day in 2017. 79% of American internet users actively use Facebook including 75% of men and 83% of women. The average social media user spends almost two hours a day surfing social media. On any given day, Snapchat reaches 41% of 18 to 34-year-olds in the US.

There’s hundreds more of these statistics, and they’re all saying the same thing: social media is big. And the bottom line is that if your small business is going to make the jump from the past to the future you’re going to need to get onto social media and grab those young, soon-to-have-money customers to buy your awesome product or visit your awesome store.


But there’s a problem: you’re a 40s+ small business owner. For you, social media is a huge, distant, and otherwise uninteresting platform. You have no idea even how to begin, and you don’t know if you even want to. You have no knowledge and even less time to begin to jump into the pool that is online advertising. You have enough trouble even logging into Facebook or Twitter (if you even have an account to begin with!) nonetheless operating a multi-platform advertising campaign.

Well, there’s good news. Though it may seem daunting (the Facebook ad manager does look like something complicated a budget report software would spit out), the truth is that social media advertising isn’t nearly as difficult to wade into as it may seem.

In this blog post, we’re going to walk you through the basics of creating a social media ad, specifically on Facebook. In this post, we’ll cover:

  1. The benefits of social media advertising
  2. The basic theory behind social media advertising
  3. The practical steps to getting your business advertising on social media

At the end of this post, you’ll know how to conceptualize and create a Facebook ad simply and in the most streamlined way possible.

The Benefits of Social Media Advertising

There are three basic benefits to social media advertising that it has over traditional mediums (e.g. newspaper, radio, billboard, etc).


Social media advertising allows you to target specific demographics, age ranges, interest ranges, jobs, hobbies and personality traits with your product. Have a homemade coffee blend? Market it to java-loving hipsters between the ages of 18 and 25. Own a custom picture-frame company? Market your frames to photographers and grandmas based on their interests in photography and pictures of their grandkids. The possibilities are endless.


There are literally no bounds to social media advertising (other than the bounds of the internet). Social media advertising can reach anywhere, anytime, to anyone in the entire world (provided the audience you’re targeting is on that particular social media platform).

For example, from Boise, Idaho you can market your heavy-duty soap business to coal workers in the middle of Ukraine. From your home office in La Grande, Oregon, you can market your handmade alpaca sweaters to hipsters in the northernmost parts of Canada (if there are any hipsters in Northern Canada, that is).

Bottom line, anywhere, anytime, anyone. There are no limits to the demographics, ages, locations, or time slots you can target using the social media platforms’ highly-functional targeting algorithms.


Social media allows for immediate response by the viewer of the ad. In the past, when a customer saw an ad in the newspaper, there was nothing they could do (short of pulling out their phone and making a time-consuming phone call) to respond to the ad or make a purchase. Same with radio and broadcast television.

Social media, on the other hand, allows for immediate response to your product by the viewer of the ad and, if you plan it right, even an immediate purchase. No non-internet advertising medium offers this and it is a powerful sales tool.

Data and ROI

Ever been frustrated at the newspaper, radio, and television’s inability to tell you exactly how many people have seen your ad and responded to it? Well, that frustration’s old news on social media.

All social media platforms have built in (and free!) tools to quantify and report exactly what the reach and response to your ad has been. You can see how many people saw your ad, if it’s a video how long they viewed it for, what type of people liked it the most (e.g. women between the ages of 45 and 65) and even how many people clicked on it to learn more hopefully taking them right to your website. All of this data is gathered by social media and can be downloaded and printed right off for your records or analysis and calculating ROI.

The Basic Theory Of Social Media Advertising

Alright, you’ve convinced me! I need to be advertising on social media. But how do I go about it?

Well, before you log into Facebook to create your first advertisement you’ll want to think about these four things:

  1. Product
  2. Package
  3. Persona
  4. Action Point


What is it that you’re really selling? Is it coffee? Is it furniture? Is it dog food? No. You’re selling comfort. You’re selling social status and acceptance. You’re selling health and wellness for your pet. Social media advertising works best if you boil down your product to the most basic, fundamental and emotional desire that is being filled with your product and focus in on that. E.G., if you’re selling furniture, you’re not selling furniture, you’re selling comfort and rest. If you’re selling craft coffee, you’re not selling coffee, you’re probably selling good taste, class, and the status of drinking something not Folgers and MJB.

So what are you selling? Really thinking about your true emotional product will help your campaign to be far more effective on social media and on other advertising mediums as well.


Once you’ve figured but what you’re really selling, you have to figure out how exactly to sell it. Think about the grocery store: it’s not always the best product that gets the sale, sometimes it’s also the product with the most appealing packaging.

Your online packaging is essential to how many people click on your ad and make a purchase. That being said, how are you going to package your product? Are you going to package your product as a blog post? As a photo? As a video? People on social media respond extremely well to imagery. Too much wordy text is a great way to get people not to buy your product.

Thinking about your packaging might involve being a little bit creative. Are you selling comfortable furniture? Maybe you should take some pictures of your brother relaxing comfortably in your chair. Selling craft coffee? Grab some of your friends, get them dressed up like hipsters and have them take a big old sip of your coffee and sigh and capture it on video. Have fun with this step. Be creative. People will be more interested in your ad if you do.


You’ve got your product and packaging. But now you have to ask, who are you selling your product to? Every product has an ideal customer. You’re not going to sell dog food to gourmet cooks (unless that gourmet cook has a pet schnauzer he likes to talk to while he bakes his organic braised leeks with mozzarella).

So who is your idea customer, the type person who is likely to buy your product? Are they old or young? Male or female? Gay or straight? If you’re selling paint, this customer may be 30+ contractors or people who are interested in home-improvement. If you’re selling purified water, they might be 20-35 year old health-nuts or people who live in cities with poor water quality (a clever google search may reveal which cities these are).

In marketing-language we call these theoretical people “buyer personas” and Hubspot has a great article on how to craft these for your business.

Action Point

So you’ve caught the attention of someone with your awesome ad. But what do they do now?

The action of the customer after they’ve seen your ad is called the “action point”. Getting your customer from the point of attention to purchase with as much ease and as little time as possible is essential to killing it on social media advertising.

So what is your customer’s action point? Do you want them to go your website? To like your Facebook page? To make a purchase? To contact you for a consultation? Social media platforms have different built-in action points that can be customized for the particular needs of your campaign and with a little forethought you will be able to smoothely and quickly transition that would-be customer into the quickest way to making a purchase.

Three Steps to Creating Your First Facebook Ad

Okay, you’ve come all this way and you haven’t even logged into social media. That’s great! The good news is that you’ve done all the hard work already and you haven’t even clicked on a single button! It’s all just imputing data from here.

Here are your first steps in creating your first social media ad.

  1. Create a Facebook Business Page
  2. Create Your First Campaign
  3. Choose Your audience and media
  4. Decide on a budget for your ad
  5. Upload Your Media and Post

Note: I’ll be using Facebook as your flagship social media profile for a couple reasons.

  1. Facebook is still the broadest and most all-encompassing social media platform out there.
  2. Facebook’s advertising capability is by far the most developed. In the 2017 election Donald Trump’s social marketing manager attributed his Facebook campaign directly to his victory in the election. It’s a powerful tool.

Create A Facebook Business Page

If you haven’t already, go to and create a profile for yourself. Or get someone more tech-savvy to do it for you. It’s a simple process and all you need is an email address and a name. Then, after you create a personal page, navigate to the top right menu bar and click “create page”. Create a page for your business on Facebook. Hubspot also has a great 5-point tutorial on how to do this effectively if you’re interested in a walkthrough.

Spend however much time you want and customize your profiles much as you want. Ultimately you don’t have to spend much time customizing to run an ad. If you want, just get the basics up (profile picture, basic description, etc.) and let’s move on.

Create Your First Campaign in Ad Manager


In the top right corner click the menu and scroll down to the ad manager. Once the ad manager comes up, don’t panic. It’s less complicated than it looks. Ignore all the mass of bells and whistles and graphs and click on the Create Ad in the top right corner.

When the next screen comes up, again, don’t panic when the fifteen or so options come up to choose from. These are simply the different types of ads you can run. With Facebook, you can “optimize” for a bunch of different goals including more likes on your Facebook page, messages to your Facebook account, traffic to your website, and more. You can explore these options at your leisure.



For now we’re going to send people to your business’ website. Choose “Traffic” as your campaign and enter a name for your campaign below. Use something simple like “Test Campaign” or “My First Campaign”.

Choose Your Audience

On the next page of the campaign skip all the sections up to the “Traffic” section. Under the “Traffic” section, it’s going to ask you where you want to drive your traffic to. Choose “website” and move on to the “Audience” section.








Remember your persona you thought about earlier? It’s time to use it.

In this section, you can choose an audience based on location, age, interest, etc. The options are almost limitless. If there is an interest someone has liked or subscribed to on Facebook, it’s probably on the list of traits to target by.

Go ahead and play around with these options and narrow down your audience to the ideal people who would be in ideal situations and interests to purchase your product. Use your persona information that you came up with in the planning phase.


Choose Your Budget

The way budgeting works on Facebook is pretty simple. You pay Facebook, Facebook delivers your ad to the people you want.

Imagine Facebook like a newspaper delivery boy: he shows up on your doorstep, you give him the paper, tell him you only want him to deliver it to people on M Street with new cars, pay him, and he delivers the papers. Clean, simple, easy, effective.

The only thing that you have to choose is how much to pay him. The more you pay him, the more houses he’ll visit.

A good starting point is to run your ad for about a week and to invest $15. This will give you a very basic understanding and will deliver your ad to about 2000-3000 people. It will give you a mess of data to work with and show you how the Facebook advertising works at its most basic level.


Practically, skip all the sections after the “Audience” section until you get to the “Budget” section. In the selection bar, choose “Lifetime Budget” and enter in your amount next to it. Then use the calendar tool to choose how long you want to let it run. Ignore all the other options and leave them on their standard choice. Click “Continue” to move onto the next page.


Upload Your Media and Post

So how did you decide to package your product? Here’s the point where it’s relevant.

On the final page of your campaign creation, you’re going to upload your media. So whether you chose to use a single picture, a series of pictures, or a video, here’s where you upload it and create the look of your ad.



In the “Format” bar, select which media type you’re wanting to use and how you want it to look. If you have multiple pictures, you can create a carousel, a slide show, or a collection.


After choosing how you want your media to look, use the next section down to upload your video or photo.

Note: Facebook has specific image and video sizes required to be used on Facebook. If your photo is too big, it can be cropped down using the built-in cropping tool.

After uploading your media head down to the “Links” section. The links section essentially tells Facebook where you want your ad to send people when they click on it. In this case, we chose “website” earlier in this process, so in the box labeled “website URL” enter in your business website. That way when people click on your ad they’ll be delivered right to your site to learn more or buy (if your site is set up for eCommerce).



After this, enter a brief description of your product in the “text” box. When you’re writing this description, think back to your “product” theory; e.g., what you’re really selling. You want your text to sell not just your item but your real product as well.

So, going back to the alpaca wool sweater example, a good description for selling them to lumberjacks in Northern Canada might be:

Hand-made, cold-weather alpaca sweaters for rough, rugged weather shipped right to your door anywhere.

Lumberjacks are looking for something durable and warm to work in. And the fact that the sweaters can be shipped anywhere in the world would be appealing to someone who lived in a remote location like Northern Canada.

Play around with this description a little bit and come up with something you would like. If it helps, try to put yourself in the place of your target persona: would I be interested by this offer? Would this appeal to me if I were this person I’m selling to?

After you enter your description, write your Headline in the box below. Your “Headline” is the name or brief description of your product. So keeping with the alpaca sweaters example, your headline might be Rugged Hand Made Work Sweaters, Shipped Anywhere. Brief, quick, and to the point.

After you’re done with this, scroll down past the next sections and click the big green “Confirm.”

And you’re done! As soon as your ad is approved, your picture and text will be delivered right to the proverbial doorstep of people who you specified in your audience. Your money is now working for you 24/7 for as long as you selected it to run for.

If you’re interested in analyzing the data from your campaign, AdExpresso has a great article on how to use the Ad Manager to monitor and tweak your ad campaign that picks up right where this blog post leaves off.

But for now–like the AdExpresso article says to do–sit back and have a cup of coffee. You did it! Your small business now has fully-functioning social media campaign running while you sip your cup of joe. You’re well on your way to getting your small business fully-digitized and snagging all those eager-to-buy online customers floating around on social media. Congratulations!