Facebook Ads

Facebook Ads Need A Different Strategy

Facebook Ads is of course a Pay Per Click advertising platform but it’s very different to Google Ads.

With Google people are actively looking for a solution to their problem.

So advertisers can basically say “here’s what I’ve got, come and buy it”.

Facebook Ads is very different.

People aren’t searching.

They’re scrolling through their newsfeed and your ad is basically interrupting them.

At this stage they know nothing about you so you have to woo them, impress them and gain their trust.

It’s a bit like a blind date.

I put a new Facebook Ads campaign live a couple of days ago.

My campaign is a seven step process.

It starts with the ads themselves.

I’ve produced a few, all with basically the same wording but different creative treatments.

I have no idea at this stage which will work best.

The ad offers a free gift – an ebook entitled “How to double your business in the next 12 months”.

At this stage I’m giving them something which I hope will be of interest to them.

When they click on the ad, they’re taken to a landing page where they fill in their details before being able to download the ebook.

The purpose of the ebook is to build trust  – I’m demonstrating my knowledge and expertise.

I will now send them a series of emails.

The first one simply introduces myself and thanks them for downloading the ebook.

The next one (two days later) details a case history of a client, showing what problem she was suffering from, my solution and the outcome.

The ultimate objective of the campaign is to get a phone conversation with these prospects.

If I have a chat on the phone, I may then get a meeting  where I may close them to become a client.

So each email has a link where they can arrange a no obligation phone call to discuss what they should be doing to win more customers.

The next email contains a video in which I explain a basic digital marketing campaign to grow their business.

The video introduces me to them so they can decide whether they like me and whether they’d be happy to work with me.

The next email is another successful case history.

The sixth and final element of the campaign is another email this time single-mindedly promoting the telephone conversation.

Will it work?

Well it certainly should but if it doesn’t I’ll tweak and amend it until it does.

If you’d like a Facebook Ads campaign implemented in your business, give me a shout on mikejennings@marketingsurrey.co.uk, call me on 014183 200387.

Facebook Ads

Facebook Ads Are Different

Facebook Ads are different to Google Ads and your approach should be too.

However both are great ways to generate leads and lead generation is the key marketing challenge for most SMEs.

Obviously each lead has to be converted, but generating the lead in the first place is still the primary issue.

A high converting website is vital. But you’ve got to find a way to get them to the website in the first place.

Google Ads has always been mechanism I suggest to drive traffic but these days Facebook ads is equally important.

So what’s the difference between Google Ads and Facebook Ads?

There is a huge fundamental difference between the two.

Google Ads are served to people who are searching for a particular thing.

They have a need and are looking for a solution.

They are in buying mode so you simply need to take them to a landing page where you make them an offer and ask them to buy.

Facebook Ads however is very different.

Your ad appears in their newsfeed while they’re probably relaxing.

They are not in buying mode and your ad is interrupting them from looking at hilarious videos of cats.

Your approach has to therefore be fundamentally different.

It’s too early to ask them to buy or make a commitment.

They don’t know you from Adam and there’s no reason for them to trust you.

You have got to nurture them over time – to let them get to know you and to trust you.

To create a sales funnel and guide them through it.

So how are you going to do that?

You want to start off by giving them something of value. A free download, a video, a podcast – anything that will make them take that first step of engagement.

Obviously you want their contact details in return.

Now you send them a series of emails which continue to give them value and which demonstrate your expertise and how you can help them.

How many you have in your series is up to you but at some stage you will have to ask for an order.

But remember they still don’t really know you so are unlikely to commit to a large purchase.

So start with a very low value product – £10 or £20 or offer them a free telephone call or free consultation.

Once they’ve made this initial commitment, you can take them up the value chain until you’re selling your high ticket products or consultancy.

You mustn’t rush it or you’ll scare them off.

So remember with Google you can go straight in for the kill, on Facebook you have to move them slowly through the funnel.

If you need some help with your Facebook ads or with setting up your funnel, just shout – mikejennings@marketingsurrey.co.uk or call 01483 200387.