If you’re reading this article, you most likely have dabbed around on your Facebook page, trying to post content that will get you more customers, leads, visitors to your site or whatever your goal may be with your business.
Personally, we work with a lot of contractors who are constantly trying to fill their pipeline with leads for their salespeople. One great way, we have been able to help other companies fill their day with appointments has been through Facebook ads. Facebook is powerful. I mean REALLY powerful. I believe that within five years Facebook will overtake Google with its advertising platform. The ability to target your ideal customer is so easy and the wealth of targeting selections that are available (and being expanded upon) is simply amazing.
One of our clients is a turf installation company and they had a lackluster online presence. All of their business was derived from referrals, which is great, except when you want to grow your business and add more salespeople. Helping them rank first on Google for various geographic areas was great and we are getting several calls a day, but advertising with Facebook took their business to a whole another level. Instead of scheduling a couple appointments for free estimates a day, we are now scheduling 10-15 appointments every single day. Crazy thing is, there when they’re ready to add a few more salespeople, we can get more aggressive with our campaigns and create demand. They love us!
Enough of our client. Let’s focus on some strategies that will make your ads effective. We want you to have the highest return on investment as possible. Listed below are strategies that we incorporate into our own campaigns that yield great returns.
To keep this simple as possible, conversion tracking is when you paste a code onto your website, which is given by Facebook and then add it to your Facebook ad. Once this is installed onto your site, you will be able to monitor when visitors take specific actions on your website. If your goal is getting more people to fill out your contact form, add your pixel to your website and you will be able to track every time a form is submitted in Facebook’s insights dashboard. This will allow you to figure out if your ad is performing well and give you the ability to calculate your ROI for each ad. This can be used for contact forms, shopping carts, email optins, etc.
2. Create a Compelling Facebook Offer
Facebook allows you to create offers. They are super simple to setup and with the right type of promotion, they can get your phone ringing. Offers are a great way to attract new customers or even round up your existing customers.
3. Simple and Easy Call to Action
With advertising, you have to lead people. Create a hand holding experience that leads them to the next step. Figure out what action you want a potential customer to take. If you own a contracting company and want them to “Schedule a Free Estimate”, you can do that. If you are selling a weight loss product, you can say “Want to Lose 5 Pounds in 10 Days?” Creating an action that leads your potential customer to the next step is mandatory if you want your ad to perform well. Facebook knows the importance of call to actions and has now incorporated built-in CTA buttons.
Seven Facebook Call-to-Actions:
4. Optimal Image Size for Your Ad Type
Depending on which type of ad you create, there are different sizes you want to have your image. This important, because you don’t want an ad that you're spending money on looking all funky to potential customers. Here is a link for Facebook’s Official Ads Guide to find the optimal size.
5. Use Awesome Images
The first thing you see on an ad is the picture. This is hands down the most important element in your ad. Don’t just place a random picture because it looks good. Take time to think about what message you want to convey to your audience and how it should be represented with your image. We suggest using surprising, eye-catching images with women or animals. The highest click through rates are often from women smiling!
6. Test Different Versions of Your Ad
Some ads will perform well, some won’t. Continuously monitoring which ads are the duds and which are the studs will allow you to make decisions on how best to allocate your advertising budget. I suggest creating a few similar ads with slight variations that include your image, ad copy, headline, call to action, and colors used. You will be astonished to see how small adjustments can make a huge effect on your ads performance.
7. Use Text in Your Ad Image:
Facebook allows your ad to have 20% of the image as text. Take advantage of the 20% rule and fit as much text into your ad as possible, since the ad copy is limited. Also, the first thing users look at is typically your image. To check to see how much text you have in your image, check here.
As we all know, to get found online it’s all about the content you pump out. To stand out from other businesses it’s important to not only create good content, but content that separates your business from average to exceptional content. With the hottest phrase in marketing for the last several years being “content is king”, it’s overused, but it’s so true.
More than ever the quality of content is important. Of course the amount of content you put out is important, but quality trumps volume. What we’re finding works very well is video marketing. People love seeing people (especially women) and that isn’t going away anytime soon. Having video as a part of your online marketing strategy is HUGE right now. It’s the golden opportunity to separate your business from the competition. Ironically, Google is also putting a lot of “SEO weight” for lack of a better term into videos. When Google does something, you might want to follow it. Facebook is aggressively trying to enter into the video space too. The potential to market and get in front of people is limitless.
We are constantly seeing other players trying to build up serious momentum with video through live-streaming with platforms such as Periscope (a Twitter company) and Meerkat. All the players in this space know it’s the future and are trying to have video and social come together in a single platform.
We’re all busy. We all don’t have enough time. We all are nervous about making a video and getting judged on how well your script is, how articulate you are and the quality of the video. My best advice is to just start today!
A few ways we have seen video work well…
2. Use video through social media channels:
If you don’t have much content on your website, that’s fine. I still want you to get started today by posting it to social media - Facebook and/or LinkedIn. The more eyes that see your video, the better. The more people who see the video, the more you move away from obscurity and become known in your industry. Like I mentioned earlier, people enjoy watching people (this is why ⅔ of our news feeds are filled with videos.)
3. Live-stream video and build your followers:
Where do I start with live-streaming video? This is the future. This is hot! This is what it’s all about. Build up your following by talking about who you are, your mission, your company, etc. and have people know who you are. If you’re engaging and have interesting topics, people will follow you. Imagine having 10k people taking their time out to watch you live. That’s simply amazing. The power with that is endless. At this point you will become an authority in your industry.
This a quick (15 min.) article that I wanted to get out without revisions or editing. The point I am trying to make is don’t be shy and just do it. Shift your mindset from perfecting a video to just getting something out there and improve. Get your momentum started today, not tomorrow and start filling your pipeline through video. It’s free, it’s hot and it’s here to stay.
The foundation of any effective marketing or advertising campaign is knowing your ideal target customer also known as a niche.
Many entrepreneurs make the mistake of targeting a large audience (shotgun approach) and then find themselves disappointed with the results or cursing the advertising platform.Well guess what? It is not Facebook's fault if your Ads are too broad, generic, or are not speaking to your niche customer.
So what is a Niche
A niche is a targeted portion of an overall potential audience for a product or service offering.
A great example of a Niche:
In 1930 Betty Crocker had the difficult challenge of differnetiating her flour in the market. Being a baker she decided that creating a flour for bakers was her best plan of attack. After identifying this niche she was able to in those days scratch together the huge money it took to get her own radio cooking show nowadays you can setup for less than $20. While her popularity grew she took a simple idea of who to sell flour to a completely new level, when she created the very first cook book.
If your a Roseville plumber for instance and create an ad "Afforadable Plumbing Service - emergency service - call for a quote" on Google, or Facebook and it performs poorly it's not their fault it's yours or your marketers. I'm a world filled with endless ads in or faces "ad blindness" is becoming more and more common everyday. This is why it is important to get as specific as you possibly can. For instance it would be better for the Roseville Plumbers ad to say "West Roseville Water Heater Repair - 1hr response - Free Second Opinion " or "Leaking Water Heater Repair - 1 hr response - Free Diagnosis"
Another example for a financial advisor
Is your ideal client 35 or 65?
Single or Married/widowed?
Amount of assets?
Type of investments?
Aggressive vs Conservative?
Real estate or stock?
Income from dividends or high gross stocks like?technology or pharmacuitcal?
It's very specific details she as these that will narrow your audience and your lower overall advertising costs. The more relevant the ad is to your targeted customer the more cost effective your campaign will be overall. Lowering the customer acquisition cost (CAC) and increasing your lifetime customer value (LTV)
So what are these 5 Spokes....
So what spoke is the most important?
Is your business online, retail, or freelance these factors make a big difference in your online marketing approach. Wether you use 1 of the spokes or all of them your key to success is knowing who to craft your message too. To persuade someone in using your services you must first appeal to their logic, emotions, and their ethics. Practice these and you will see a huge improvement in gaining new clients for less money. We help businesses owners everyday create a pinpoint marketing plan that uses all of these spokes, which can then be automated through the best technology on the market.