Business owners, the Holiday season is upon us! You can tell just by walking down the street and seeing (early?) decorations. Consumers will soon have their wallets out, looking for the best deals and brands to interact with. Now’s the perfect time to advertise and capture the attention of consumers who haven't heard of you or your offers before. But don’t do what many other business are doing by just advertising discounts in your ads. Leave that to your marketing materials AFTER you’ve connected with your customer. With all the competition during the holidays, you need to stand out from the noise.
The truth is, there are a few psychological steps involved in taking someone who has never heard of your business and turning them into a buyer, a fan or a loyal customer. It's all about sequence and providing value BEFORE trying to make the sale.
Whether you have launched FB Ads before or are brand new to the process, below is the exact process I implement to create effective ad campaigns for any market. Here is how I handle my FB ad campaigns to ensure they convert for my clients in my business.
6 Steps to Go from “Awareness” to “Sale” on Facebook
#1: Awareness - Most people only go as far as this step, which is why you may not see the desired ROI.
People must know you exist before they buy from you. Well, there are 2.5 billion people who log on to Facebook several times a day – maybe some of those people fit into your market audience. Any business on the planet can put a few bucks behind any post you create in FB and VOILA! You're showing up in people's newsfeed. Awareness created.
#2 - Engagement - It's not enough for people to see your ad in the newsfeed. To buy from you, they need to take the next step and click on something, right? Here is your chance to create a connection. Create content that gets people to watch your video, click on the ad, comment on it or give it a reaction.
This step is important, because you don't want to waste advertising dollars selling to people who aren't interested. That’s how this strategy quickly becomes ineffective. When someone engages with your ad (by clicking on it, watching a video, engaging with your FB page or even visits your website) FB allows us to create segmented audiences of those people.
“A huge mistake people make when they create ads is selling to everyone on FB, and that can be costly and unsustainable.” – Melina Moreno, Social Ads Made Simple
#3 - Subscription - To the audiences who have shown interest in you (the engagers from above), it's time to give them more access and value.
This is where you introduce any kind of email or messenger opt-in so you can deliver a piece of content to keep encouraging and supporting their journey (value!). Offer tools you have in your business that they can download to give a prospect a quick win?
#4 - Mini Conversion - People's most valuable resources are their money and their time.
At this point, someone saw your ad, chose to engage with it and took you up on your subscription offer. For this segment, it's now appropriate to offer them a low-barrier way to learn more from you, or something free that is a little bit of a time investment but gets them closer to their desired transformation.
Some examples of this are a webinar, joining your FB group, a 3-day challenge, or a discounted offer (under $20) to give them a taste of your main offer.
#5 - Excite - Now the customers who have consumed your Mini-Conversion offer should feel excited! They attended your webinar, they joined your FB group, and have a few more quick wins under their belt!
This is the point where it's clear to them that they have benefited from your content, product, service and actually see the value in your business for their journey. Now’s the last step…
#6 - Shut up and take my money - They buy your main offer 🙂
That is the six-step process to creating FB Ad campaigns that convert, watch the video below for answers on ad budget, how many ads does it take to pull this off, and my advice to anyone who wants to get started with an online business.
If you have any questions, you can find me at (PM me for some checklists and resources I created specifically for you guys) or catch me in the Office Depot FB Group!
But… but… "Do FB Ads Work?"
How many times have you heard (or said) that? There are 2.5 Billion active, DAILY users on Facebook. If utilized correctly, Facebook is one of the premier (and more cost-effective) places to generate awareness, leads and buyers for your business. Full stop.
Is your business claiming any of that FB real estate yet?
The truth is people can't buy from you, if they don't know you exist. FB ads put a spotlight on your message, product or service, and give your brand an opportunity to connect – not just ask for an email address.
We pay FB however much we decide and they show exactly the message we create, to exactly the audience we choose, and FB always does exactly that. So technically, FB adsalways work, maybe they just aren't converting for you, yet.
Melina is the Founder of Social Ads Made Simple. She has created and successfully managed ad spend for a variety of businesses since 2015 and provides 1-on-1 coaching and consulting to help businesses grow through using paid traffic strategies. After 15 years in sales and 10+ years in the marketing world, Melina's paid traffic methods evolve with the ever-changing digital marketing ecosystem. You can learn more at Social Ads Made Simple or simply ping Melina in the Office Depot Facebook group. *The 6-step process above was learned from community sessions at DigitalMarketer in Austin, TX.
All content provided herein is for educational purposes only. It is provided “as is” and neither the author nor Office Depot, Inc. warrant the accuracy of the information provided, nor do they assume any responsibility for errors, omissions or contrary interpretation of the subject matter herein.
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