Let us give you a quick look at what marketing means so you understand the difference between running ads and running effective ads to produce results.
Welcome to Chapter 2! Let's get this show on the road, shall we?
You signed up for a course on Facebook and Instagram ads and are probably waiting to see a bunch of technical Facebook ad-stuff where all the magic happens.
Well the magic is coming, but you aren't going to see that for a bit. In fact, it's going to be a while before you're actually taken to the Facebook platform. And here is why. Before we teach you the ropes of running ads, we’re going to walk you through some learnings that are going to make you stand out from the crowd.
Our goal for you isn't just to teach you how to run a few ads; it's to equip you to help businesses grow through marketing. And in order for you to do that, you need to be able to do more than someone who has just watched a few Facebook tutorials on Youtube.
You need to produce results. And here’s the catch - running an ad does NOT automatically equate to results.
Just because you can hit the boost post button on your uncle's company Facebook page doesn't mean you’re an ad marketer. It just means you know how to hit the boost post button.
We need to let you in on something -- something a bit hush hush. Digital marketing has a bad name (there, we said it). Sadly but truly, most businesses that have tried a Facebook ad expert or agency will tell you that their experience with working with marketing professionals has been terrible.
This is largely because most digital marketers consider paid advertising to be a tech skill. They think that if you understand the platform and the technology behind it, you are qualified to run marketing campaigns.
But that could not be further from the truth.
Marketing is a creative skill that requires innovation and experimentation. It requires an eye for design, communication and even data. But most of all, it requires people’s skills. Didn’t see that coming, did you? Well, before all the introverts out there start breaking their laptops in mass protest, let me explain myself.
Why people skills? Well, because marketing is literally all about people.
It is the art, I repeat: the ART of understanding people. Their needs, their challenges, triggers, influences and goals. It takes empathy, kindness, and even concern at times, to really understand people well enough to be able to market to them. To add to that, it takes an understanding of the business you’re marketing for, its goals and its vision. And then, when you add an understanding of the platform and the technology, you have a complete ad marketer.
This is why we haven’t started this series with the technology behind ads. Over the next few episodes we’ll dive into some business fundamentals of understanding brands, its audiences and how marketing can actually help grow businesses.
5 years from now, when you’re killing it in the ad space with clients all around the world, send us a thank-you letter. And some cash.