Customer acquisition is crucial to building your business. If you don’t pull in qualified prospects and sell to them right away, you’re doomed.
Building a list you can tap for cash is like digging a well. It’s hard and may take a while, but you start benefiting immediately—and you can go back to it again and again when you’re thirsty.
In recent years, everyone’s favorite social site, Facebook, has emerged as a significant way to build a dependable list fast. In this video, filmed at the Titanium Mastermind in the Dominican Republic, Daven Michaels takes you through the relatively simple process of building an effective Facebook ad to bulk up your list.
IT ALL STARTS WITH A TARGET AUDIENCE
Before you toss an ad onto Facebook, you have to know exactly who you want to target that ad to. Target audience specificity is a must.
Knowing your target audience helps you pick the parts you need to build make an effective ad: landing page, graphics, autoresponder —all the little pieces that help people raise their hands and say, “I’m interested.” And of course, you need the offer you want to put them in front of.
One of the best things about Facebook is that you can filter the members who see your ad using a variety of methods: age, location, hobbies, gender, buying habits, and interests, just to name a few. So if you already have a small list, you can load it up and create a “lookalike audience.”
This lets you look closer at their buying habits, so you can create a bigger list.
STARTING THE PROCESS
Once you’ve got all your ducks in a row, head to facebook.com/advertise and click “Manage Your Ads” (we assume you’ve already signed up and are ready to go). Then click “Create an Ad.” Now the rubber hits the road.
First, enter your ad’s URL. Super simple.
Another super simple thing about Facebook ads is split-testing. That’s where you test multiple versions of the same ad, each slightly different, to determine which draws more interest. Art, headlines, colors, CTAs, price—they call all be split-tested. All you have to do is have a way to identify each version, so you know which one gives you the best results.
As Davan points out, one way to do this on Facebook is to use different images to catch peoples’ eyes. It doesn’t cost extra, and it’s easy. Just upload up to six images, and send lots of traffic to the ad. Facebook rotates them and tells you which one is the highest performer.
If one does much better than the others, make it the new control, rinse, and repeat. It’s not complicated, but it can increase your leads by hundreds of percent per quarter.
NEWSFEED ADS OR SIDE PANEL ADS?
Facebook lets you decide whether to run newsfeed or main ads, with smaller ads on the side. Both are simple and easy to recognize. The newsfeed style typically performs better—but hey, you have the opportunity to split test this, too.
Next, add your headline, ad text, and description for your newsfeed link.
Finally, you can do your targeting; remember that? You can be quite granular, even to the point of choosing single women in Jacksonville, FL aged 20-50 who are interested in boxing and like to buy chocolate, just as an example.
Lastly, you set your budget—and you’re good to go. Your first Facebook ad is live and it’s active. Now the leads can start rolling in.
To access other business basic strategies, and learn to master those that help you start and build your business, check out our MOBE Silver Masterclass. To learn more about the Silver Masterclass, click HERE.
Traditionally, all Facebook ads were displayed in the right-column. They consisted of a small picture, a headline and a few lines of text.
In more recent years, Facebook has advocated the use of news feed ads, which mimic the look of a regular Facebook post and appear in the news feed.
From a marketer’s perspective, which ad type is better – news feed ads or right-column ads?
ADVANTAGES OF NEWS FEED ADS
News feed ads beat the problem of banner blindness that affects the right-column ads. They appear in the same place as friends’ posts, and they look exactly the same.
For this reason, they engage the user more, and they are better trusted by the user than right-column ads. All of these advantages mean they convert better at the end of the day.
While right-column ads limit you to a headline and a few lines of text, news feed ads allow you to include as much text as you want. You can even write a long-form sales letter if you want to, and insert your landing page link throughout the ad to capture more clicks.
Finally, the picture on a news feed ad is much larger than the right-column ad. This means more clickable area for people to access your landing page.
DISADVANTAGES OF NEWS FEED ADS
There are still disadvantages of news feed ads when compared to right-column ads.
For a start, it requires that you set up a Facebook page. This only takes 5 minutes, but it means you need to think about a content strategy for the page as well.
News feed ads can bleed clicks. Some people will just like or comment on your ad, but not click on it. Some people will click on your Facebook page rather than your destination link, which again highlights the importance of a content strategy for your page.
You will likely get negative comments on news feed ads. In this case, you are free to just delete them.
Finally, Facebook will assign you a relevance score based on the engagement on your ad. It rewards ads that users like and comment on, which raises the bar for the quality that is expected of your ad.
News feed ads are a tougher game than the traditional right-column ads, but it’s worth it for the better conversions.
The MOBE Gold Masterclass goes into more depth on this topic. It will show you how to start Facebook marketing and build a consistently profitable business using a Customer Acquisition Process. To learn more about the Gold Masterclass, click HERE.
Have you heard people say they tried Facebook ads, and now they’re convinced they don’t work? Or that they’re extremely expensive?
You really can get targeted leads and make a lot of money with Facebook without breaking the bank, but you need
to know how to do your ads properly.
Before you do break the bank going about your ads the wrong way, watch this video, filmed at a Bonus day during
the Platinum Mastermind in Curacao. Tiji Thomas gives you 2 tips for better Facebook ads.
TEST SMALL, NOT BIG
You may think that doing Facebook ads requires you to have a big budget, but it doesn’t.
The secret to success with Facebook is to test in small quantities. Scale up your ads after you find something that works, not before.
You may hear a lot of people complain that they spent a large sum of money on Facebook ads, and burnt through their whole budget without seeing any results. This isn’t because there’s anything wrong with Facebook ads. It’s just because they tested big, rather than small.
Instead, test each ad for as little as $5. Try different images, different copy and different audiences.
You don’t need a big budget for success with Facebook ads, but you do need patience. Testing small might be slow, but it’s better than being left with no money and stuck.
BRING VALUE TO THE MARKETPLACE
A Facebook ad should not be a plea for people to click on your link. It should be adding value to the marketplace in itself.
In other words, brand yourself, explain the value you have to offer, and promise some free content on the other side of the ad. It could be a webinar, a free training or even a book.
This will be your front-end offer. It conveys trust, gives away value and creates a following to which you can sell more products later on.
The MOBE Gold Masterclass goes into more depth on this topic. It will show you how to do social media marketing and build a consistently profitable business using a Customer Acquisition Process. To learn more about the Gold Masterclass, click HERE.
The image accounts for 75% of the success of your Facebook ad.
A good Facebook ad image has two purposes. The first is to attract eyeballs. The second is to pull people further into your funnel by pre-framing your offer.
How well it does this depends on whether it includes all of the winning elements of a Facebook ad image.
A packaging company did a study about what features of the packaging are noticed first by consumers.
They found that consumers notice the color of the packaging before they notice anything else. This is because it’s the easiest information for the brain to process.
When you’re testing different ad images, optimize the color first before testing other elements. This is what will get people’s attention.
THE SHAPE AND OBJECT
The packaging company’s study found that the shape and the object are the next two things that consumers notice.
The same goes for your Facebook ad image. After you’ve found the right color, start thinking about the object in the image. Is it a male, a female, or little kids? Is it a picture of a seminar room?
Choose something that pre-frames whatever your offer is.
The last feature that consumers notice on packaging is the words. This is because words take the longest time for the brain to process.
Especially on Facebook, people’s attention span is short. They’re only going to read your headline if the color and the object in your ad image get their attention.
However, if they do, the next thing they’ll look at is the words. This is your opportunity to create some interest and move closer towards getting a sale.
The MOBE Gold Masterclass goes into more depth on this topic. It will show you how to do Facebook marketing and build a consistently profitable business using a Customer Acquisition Process. To learn more about the Gold Masterclass, click HERE.