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Facebook Ads Are Different

Facebook Ads

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.