Facebook ads are hands down one of the most incredible tools to grow a business! As a matter of fact 80% of the population is on Facebook and chances are they are YOUR customer.
Every business no matter what they sell or do needs to create sales and leads. The approach, process and positioning can look completely different across various business models. However, at the end of the day the desired outcome is the same – growth of profit.
The amazing tools we now have access to allow us to grow our businesses more purposely than ever before.
I’m speaking of tools like Facebook ads, Google ads, email marketing and of course other means of marketing like video etc. The list goes on and on.
The thought of all these different tools can be overwhelming (trust me I know this) but it doesn’t have to be.
Not every tool makes sense for every business, the key is to figure out what makes sense for your business.
Here are the points to consider:
- Who is my target customer?
- What is the best medium to reach them?
Facebook ads make sense for 99% of businesses, so it’s not a question of will it work for your business because chances are your target market is actively using it everyday.
The question is how you will leverage Facebook ads because the process has grown with great complexity. In this article we will talk about the various ways to leverage Facebook ads to grow your business.
I feel very confident when I say nothing can grow your exposure and customer base faster than Facebook!
Targeting an Audience Using Facebook Ads
Facebook’s targeting function is off-the-hook amazing!
You can target an audience by:
- Zip code/city/state/ location proximity to your business
- Interests (The pages they like on Facebook.)
- Family & relationship status
- Business & industry
- Fitness & wellness
- Food & drink
- Financial status
- Profession (Job role, position held etc.)
- Life events (New job, new relationship, just married, engaged etc.)
- Behaviors (Purchases, mobile device, travel, residential profile, charitable donations, automotive, travel, events etc.)
Crazy huh? You can literally hit your target market RIGHT ON THEIR HEAD!
In my career before becoming an entrepreneur I was an advertising sales executive. I sold print advertising in a local business paper and 1 ad could cost up to $4000. Yes, you read that right! And that was almost 10 years ago!
You paid big bucks for an ad in a newspaper and then you waited for a response.
No bloody more! Times have changed! You can actually see results like people liking your Facebook page, clicking your ad, or visiting your website in real time.
Not only that, but the cost of Facebook ads is incredibly inexpensive. It’s literally a no-brainer for most businesses.
If you have a Facebook page for your business and you’re posting but you never seem to get any interaction there is a reason for that.
Facebook has become a pay-to-play game.
Very few people that like your business are going to see your post in their feed unless you have a paid or sponsored ad.
Choose a Facebook Ads Objective
Once you choose your audience (target market) it’s time to decide on an objective. Yes, I know it looks overwhelming but don’t let it scare you away I promise you it’s not as scary as it looks!
I personally don’t prefer the “awareness” category. I’m a conversion girl myself! I like getting a solid return on my investments.
Conversion Ad Considerations:
- Send someone to your website to create traffic and perhaps get them to sign up for a free offer in an effort to build your list.
- Send someone either to your website or Facebook page to claim an offer or something you have for sale.
- Send traffic to an item(s) you have for sale on your website.
- Get people to visit your store location to claim a special offer.
- Use the conversion as the first entry entry into your sales funnel.
Use Remarketing Facebook Ads to Grow Your Business
Okay here is where things get interesting! As I said before the ad opportunities have gotten very complex over the past couple of years but the good news is the tools are just amazing.
Learning how to leverage them properly can be a great asset to your business.
The Facebook Pixel
No one can explain what the pixel is and how to use it better than Facebook in this less than 2 minute video, so check it out!
Once you have a Facebook pixel set up now what?
Let’s say you’re driving traffic to your website to get people to claim an offer or to sign up to receive a free download or something of that nature. Every person that visits your website is being tracked by the pixel.
There are 2 types of leads:
Cold: The first interaction with your business is considered a cold lead, they don’t know you yet.
Warm: The second interaction is considered a “warm” lead.
You can create an ad that first brings them to your website for whatever reason (to sign up or buy) and for a period of time (180 days at a time max) you can track every click.
Then you can retarget everyone that clicked your ad and visited your website with another offer, this is referred to as a custom audience.
Let’s face it, not everyone that visits your website will buy right then – but it doesn’t mean they won’t buy later.
Once again no one explains this process better than Facebook themselves – here’s another very quick and to the point video.
The Role a Custom Audience Plays in Facebook Ads
There’s some other amazing functions Facebook ads offer such as leveraging a customer list you already have.
Now unless you’ve been a really naughty business owner you’ve been keeping up with your customer’s email addresses. Email marketing plays a huge role in creating a profitable sales funnel so if you’re missing this piece it will be your first order of business.
You can take a customer list and load it up to Facebook and target just that audience with a specific offer.
Now this is powerful marketing!
You can also upload phone numbers if you don’t have email addresses. Additionally, Facebook users can be targeted by user ID’s, names, date of birth, location and even gender. (Can you say WOW?)
Creating a Facebook Ads Lookalike Audience
Once you’ve uploaded your customer list you can also ask Facebook to create a “Lookalike Audience”.
Lookalike Audiences are a way to reach new people who are likely to be interested in your business because they’re similar to customers you care about.
You can base your Lookalike Audience on a variety of sources (ex: people who like your Page, or visited your website).
You can also create Lookalike Audiences from people who’ve clicked your ad or visited your website.
Okay, so by now you may be hyperventilating and feeling a little nauseous. Hey, it’s okay I feel like that too sometimes and I study this stuff every day.
Truly it can sometimes feel like chasing a bullet because it’s constantly changing.
When I feel this way I change my perspective. Instead of being overwhelmed about the complexity I choose to be excited about the extraordinary opportunity for my business and yours.
Never EVER before was this type of marketing ever possible. Now you can grow your business faster than ever with even a moderate investment.
Create a Facebook Ads Plan
First of all, as I have said it is very easy to get overwhelmed in this process and it’s okay. Just don’t let it stop you from leveraging it to grow your business.
Instead you just need to sit down, gather your thoughts, and figure out what you want to happen. That is the first step. Please don’t just say I want more customers. Everyone wants that! You have to be specific so you can target correctly.
Before we create a sales funnel for a client we sit down and talk about it. Who are we targeting? What is our objective?
This is a learning process!
One thing you must know right now, rarely does a Facebook ad campaign perform gangbusters right out of the gate. It’s a process and it needs to be monitored, cared for, analyzed, and tweaked. It may take a little time but it’s well spent.
I think this is another thing that turns off many business owners because they want to just hit a button and be done.
Nope, it doesn’t work that way. Not only are we constantly testing campaigns but we’ll run more than one at a time, we’ll constantly change out images, text, you name it!
The human is an interesting creature and sometimes figuring out what gets them to click or sign up for something can take some work – but it’s well worth it!
Being that I have a small marketing firm we do have quite a few fancy research tools that helps us determine traits of a certain target market faster than a normal business owner would but still just the same it’s a ton of work for us too.
It’s not a perfect science, it’s a learned one. 🙂
Okay now that you’ve learned how the basic of elements of Facebook ads and how they can be used to grow your business – the next step is learning to create a sales funnel!