Facebook Ads Need A Different Strategy

Facebook Ads

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.