I’ve heard a ton of excuses “Why Facebook Ads don’t work”
- “That they’re not for “my business”
- “They’re too expensive”
- “My customers aren’t on Facebook”
- “Our Product is too expensive for Facebook Ads”
Since 2012, Business owners have realized the true power of Facebook Advertising and they have never looked back.
Biggest brands on the planet invest boatloads of cash into Facebook ads, fishing for their “ideal clients” in the vast ocean that which is Facebook.
Ok. Why all the “fishing” metaphors? Well, I was thinking one day of Facebook as an Ocean.
With all that space and all those different species, how does a fisherman know where to fish? Better yet, how does he know where to fish knowing he can’t continue to waste resources and time fishing in the wrong spots?
He does his research!
We as marketers need to understand how to maximize our resources for our “fishing trips” or what we know as ad campaigns.
You must use the right bait
Do you know what the fish eat? Are you even fishing for the right fish with your bait? Or is this bait attracting all the wrong fish?
All very important and relevant questions that must have answers so you can understand how effective you are on your path to reaching your goal.
Spend time deciding on the right “bait” content. It’s the initial offer your potential customer sees when they scroll past your Facebook ad. It’s also is the introduction into your process. Where it goes next can tell you whether it’s was the right option for your sales funnel.
No matter if you are a restaurant giving away a voucher for a “BOGO” dinner or you are a department store running a clearance sale on furniture, using coupons to drive foot traffic. What matters is that your bait content is “sexy” and attracts customers.
Boring Bait = No engagement
I was in one of my favorite marketing groups for DAN HENRY’s Facebook Ads For Entrepreneurs Course when a discussion started up about a roofing company that needed help with some bait content.
The lady had shown her ad through a screenshot for peer review and advice. And of course, the peanut gallery showed up in force. I was reading the comments looking for a pattern and quickly found what most people were complaining about. It was her bait content.
The company was giving away a “free roof inspection”, which honestly seemed quite boring to me. No one scrolling passed “free roof inspection” is “pumped” about clicking on that link, reading the content, filling out multiple forms, checking email for a quote that has more questions and holes in it than the roof itself just to get a “free roof inspection”.
One group member suggested that she offer a “video roof inspection” where a customer can watch the entire process to see what the roofing company had found.
Here’s the Bonus. Not only do the roofers show the client the damaged areas from the safety of their couch, they gave the client a “before” video for comparison at completion. This also built incredible trust and loyalty because the company clearly cares to do the job right and is open and honest about their process.
Facebook knows it’s users
Your customer, whoever they may be, is inevitably human. He or She have fears, desires want dreams and emotions just like the rest of us. They experience happiness and pain just like everyone else.
Undoubtedly, man is a creature of habit and can always be counted on to repeat history which works favorably for the business owner.
Your customer has a favorite restaurant, grocery store or a department store. They go to their favorite gym, fill up at their local gas station, buy wine at their favorite wine shop. They support a team or follow a celebrity on Facebook. They use a certain mobile device. But as Ernest Hemingway pointed out in his Iceberg Theory, most of what we consider to be the “real us” is hidden below the surface, therefore it’s hard to really know how the public perceives your offer until you get results.
Again, lucky for business owners, Facebook knows just about everything there is to know about us from our location history to our baby’s first pictures.
Start building your email list today
But what if the customer still didn’t buy after you spent hours re-writing your sales copy, you’ve tried a host of different images, taglines, etc. As the frustration starts to set in, you nervously check your analytics and… Nothing still.
Timing is as important as the offer itself. You’re not going to sell bathing suits in November, same as you won’t sell too many winter jackets in the spring. You can’t close a customer who’s not ready to buy just yet. But does that mean we forget about these “tire kickers”? Absolutely Not.
Getting these customers to engage with your content at this point is as important as ever. Considering they will be ready to buy eventually, you want them to think of you when they are. And in any sales funnel, we know that at the “Awareness” stage, you want the customer to become familiar with your service offerings as well get tons of value from the engagement.
You as a business owner need to realize how important your email list is to your company and your bottom line. A large opt-in mailing list will be the “Traffic you control” giving you a chance to leverage your past buyers into returning customers.
Failure to plan is a plan for failure
One of my favorite things to do is to doodle a sales funnel sequence on a white board and back up a few steps and look at “Big Picture”. Taking a high-level look of your sales funnel can help you identify problems and give you a better view of the playing field.
Sketching out all the steps of your funnel will show you the roadblocks or best of all, keep you from going in the wrong directions with costly results. You may want to ask some of these questions:
1. Where does your client land when they click the ad?
2. Do customers go to a landing page or your home page?
3. Do customers see a popup offer or is your offer an image banner hidden in the sidebar or footer?
4. Do your Call-To-Action buttons inspire …well… action?
5. What do you copy say about your brand? How does it relate to your brand?
6. Do your taglines jump off the page? Or do they read like a legal document?
That’s just a few of things you should have planned before you give Facebook a red cent of your ad budget.
You should always be testing the steps of your funnel to constantly improve the user experience. When a client is put through the stages of your funnel, any snags along the way can result in abandonment. Mind you, your ad money had been spent at that point.
It’s very important to understand how your customers get to and move through your funnel for you to be able to optimize and improve your conversion rates.
To help you round out your Facebook Ads campaigns, I’ve created a helpful guide Called “7 Secrets to Supercharged Facebook Ads” that gives information on how to fix what’s broken and optimize the rest. No need to stop the entire funnel and rebuild. Fix what doesn’t work and continue to test, test and test.