It’s first thing in the morning and you log into your Facebook account. When you scroll through your newsfeed, what do you tend to see and what are you looking for?
Most of us want to see photos of friends and their families, read posts about what they’ve been up to or maybe even check out the latest tales from your favorite celebrities. Or spying on what everybody is up too….
What you don’t want to see is some business interrupting your good time to demand your attention. Who wants to read ads when they are looking for some fun? Haha – no one…
So why are their so many businesses trying to catch your attention by flaunting their brands wherever you look?
Why are they in sales mode when clearly, you are not?
If there’s one thing that is pretty much guaranteed to turn people off, it’s unwanted ads populating their feeds. They don’t care who you are or how great your products are. They are on Facebook for fun. Right?
It would be different if they were searching on Google because they are obviously looking for something. It would be different on LinkedIn because that is a platform designed to help businesses build their brands and networks.
The plain truth of the matter is that no matter how well you target your ads, how useful your product or service, or how attractive your ad is, you’re going the wrong way about making a decent sale.
How to Create Facebook Ads Which Always Win Leads & Sales
Does that mean Facebook ads will never work? Of course not, or I would never have gained 113 leads and 12 customers in 7 days.
To make Facebook ads work for you, there are two important points to remember.
- Your ad can’t look like an ad (should be obvious by now)
- You’re working with a cold audience so don’t try to sell straight from your Facebook page.
Now, I know what you’re thinking. You’re wondering how your business brand and your ad will be effective if it doesn’t ‘sell’ and it doesn’t look like an ad.
While most business owners will continue trying to sell their stuff as normal, YOU come along and start giving to your target audience instead.
You give them information of great value and only when you’ve done that do you ask your target audience to take the next step.
It’s so simple that it’s almost unbelievable, but it works.
It captures the attention of your prospects because you are giving them what they want and, in turn, they will want to tap into more of what you can offer.
You can turn from cold prospects to hot new buyers in no time.
Here are a few steps to do make your ads work for you….
Step 1: Make Your Content Do The Work For You.
This is the first time many Facebook users will discover you and your brand so it’s important to start off on the right foot.
Whatever you share needs to hit the right note, so choose your content carefully. While you could use an infographic or a video, I’ve found that a blog post brings the best results.
It doesn’t matter what sort of post you use; case studies, tips, a how-to guide… They will all bring results if you make sure they tick these boxes:
- It is fun to read.
- It is involving, offering information the reader really wants to know.
- It has a natural relevance to your product or service.
How to Find Ideas For Your New Blog Posts.
Coming up with ideas for fresh, new blog posts on a regular basis can be challenging, I know. It’s even harder when those posts have to pre-sell your product or service and ease the reader gently towards a sale.
Don’t stress. Let me tell you about the strategy I use to come up with original and interesting new content ideas.
Use the news as your source.
Check out newspapers. Watch the news. Go online – there is news everywhere. Look through your industry bulletins. Even scan magazine headlines as you stand in the supermarket queue.
When you find something that sparks an idea, turn it into a blog post that makes the purchase of your product or service seem like a necessary choice.
Step 2: Have a Sequence To Convert Readers to Buyers
In this step you will convert people from blog readers to customers, and you’ll do it with a cleverly designed mini-sales funnel / sequence.
What is a sales funnel sequence?
Well, you can’t expect your blog reader to suddenly leap over to your website and make a nice, big purchase. You need to entice them along the path.
You have to gain their trust and let them know you, first.
The first step in the sequence is to offer a free download to your blog post readers. Let them dangle their toes in the water, before jumping right in.
Step 3: Create Facebook Ads Which Lead Readers to Your Blog Post
Now that you have written your engaging blog post and set up your mini-sales sequence, you have everything you need in place to lead a new prospect from stranger through to customer.
But your blog post is on your website and your target audience is on Facebook. How do you get your posts noticed?
Of course the answer is to create a targeted Facebook ad which takes the right people over to your blog post.
The right people?
Remember, your product or service isn’t for everyone, so there’s no point in trying to advertise to everyone, either. Save your dollars and promote directly to the people who need what you’ve got.
So what do you know about your ideal clients? The ones who are most likely to need your help?
Think about things like this:
- Are they married?
- Do they have kids?
- What sort of income do they have?
- Where do they live?
- Do they own or rent their home?
- What kind of jobs do they have?
- Where do they shop?
- What websites do they visit?
- What magazines and books do they read?
- Do they shop online?
- What groups do they belong to?
- How do they socialise?
- What keeps them awake at night?
- What are some products or services similar to yours that they might use?
The more you know about your ideal clients, the more accurately you can target them on Facebook.
So now let’s think about how to write your Facebook ad.
You know that the ad needs to tap into the needs and desires of your target audience. You’ve already written a blog post filled with juicy content that hits the mark, so you’re right on track.
Now you also know that your Facebook ad shouldn’t look like an ad. It has to look like useful content and not a sales pitch. Remember that it has to blend in with the kind of posts your audience is already reading.
Let me give you one important tip, here.
Keep the headline of your Facebook ad the same as the title of your blog post. Your readers will then know they are in the right place, and will be comfortable and confident to keep reading.
Once you have identified your target audience and created an ad to reach them, you will soon begin to see a flow of targeted traffic to your blog post. From your blog post you will see readers opt in for your free download, and that’s your mini-sales sequence working for you.
See how neatly it all ties together?
But we aren’t done yet….
Step 4: Retarget and Following Up
You’ve done some great work so far, but now is not the time to sit back and relax.
No matter how good your blog post is, or your sales funnel sequence is or even your Facebook ad, not everyone will take all those steps and become your customer.
They will run out of time, be interrupted or perhaps they aren’t even sure yet that they need you.
Why let them get away? You know that they are interested in what you offer, so why not follow up with them and encourage them to take the next step?
You can do that by creating what we call a retargeting ad.
For example, imagine the reader read your blog post but didn’t download the guide. You can create a Facebook ad which reminds them of the post and encourages them to return to download the guide.
Perhaps they downloaded the guide but didn’t take that next step, whether that’s to make a purchase or book an appointment with you.
In that case, you’d create an ad which retargets them, reminding them to come back and take that next step.
Of course, you might already have designed email sequences in Step 2 which do the same thing – encourage people back to take the next step. If you haven’t, take the time to write a follow-up email to your subscribers reminding them of the next step.
You are dealing with people who now know you and understand what you offer. You have established a relationship so they are very likely to read your follow-up email and take the action you want them to take.
This step is all about reaching people who have expressed interest in your products or services. It’s about working with the people who are already moving along your sales path and guiding them when they stop.
Step 5: Offering More Value and Monetizing
You should be seeing a steady flow of new leads and new customers into your business now
However, there will still be people who don’t respond to your emails or retargeting follow-ups. They need more convincing, so let’s give it to them.
You have a few options here, but they all revolve around the need to be constantly offering value to your target audience and customers.
- Create new content and share new information so you are contintually offering something of value.
- Regularly add new blog posts and blog content to feed the interest of your readers and retain their attention.
- Continue providing value to your blog readers by creating new and different download options to tempt them.
You can make money at the same time by approaching existing customers via cross-sells, up sells, and offering them new products or services.
When you continually offer value to your readers, you gradually build your database of leads and customers, and you have the opportunity to market to them whenever you choose to.
Your target audience may not be ready to become customers today when they read your post, but over time they may become ready. Never give up after your first attempt. Continue to offer value, continue to build trust and continue to give them the opportunity to become your customer.
Pretty darn simple – right?