Over the weekend Neil Patel reported that 62% of small businesses fail when it comes to facebook advertising.
His article provides some wonderful facts and figures and if you want an in-depth analysis of that and all the problems surrounding Facebook advertising then go check out his post.
But if you want the shortcut on how to succeed, and how to fix your Facebook ads then stick around here because I’m going to walk you through it.
Table of Contents
2 Common Mistakes with Facebook Ads
The first big mistake that a lot of small businesses make on Facebook is advertising a sales page or a squeeze page to cold traffic.
The second big mistake that they make is the failure to understand content marketing.
And I’m going to show you how to fix both of those right now.
Top of the Funnel
The best way to start is to advertise free content. That can be a blog post as long as it delivers enormous benefit to your audience.
If you have a Facebook page, you share your content on there as a post, and then pay to boost that post for maximum exposure.
When people click through to read the blog post, they receive the Facebook pixel and become part of the funnel.
The free content is now your top of the funnel content.
Middle of the Funnel
Then you create a custom audience that is just the people who’ve read the blog post – and nobody else.
This is called a retargeting campaign.
This second campaign advertises the lead magnet – you ask people to subscribe to your email list.
And then finally a third campaign retargets just the people who have subscribed to your email list.
You advertise your product or your service to those people.
So you are gradually working people further down the funnel, and at each stage you are warming them up by delivering maximum value, in what feels like a very natural progression.
Facebook Ads Segmentation
You can also segment your audience and run specific campaigns for specific types of people.
Let’s say you have a website about mobile phones, and you have a section about iPhones and you have another section about Android.
If somebody lands on a blog post about iPhones, you know that they are interested in iPhones, and therefore all the campaigns that they see on Facebook are related to iPhones.
This increases your conversion rates; it increases your sales and your bottom line as a result because everything is specifically targeted to that person’s interests.
What if you’re selling information products? You might be selling ebooks or training courses.
I’m going to give you a strategy that works really well, and I use this myself.
Strategy for Information Products
Take two lessons from the first chapter of your training course or your ebook.
Turn one of the lessons into a free blog post, and use the other lesson as a lead magnet.
The free blog post will most likely be an introduction, it will help your prospect realize exactly what the problem is and how they need to solve it.
And then because the second part is the lead magnet it creates a very natural progression.
This makes subscribing to your email list feel like the next natural step for someone to take.
Or alternatively another way to run a campaign could be; take the best lesson from your course, one that delivers the best possible results in the shortest amount of time, and turn it into a lead magnet.
That piece of content will be transformational, it will move your prospect from A to B, and by the end of the lesson they will be able to accomplish something new.
When you structure your campaign like this, buying from you also feels like natural step.
Low Pressure Sales
This allows you to sell in a really low-pressure kind of way because you’re not trying to convince anybody that they need anything, you’re just providing the thing that they already know they need.
That’s the key to this; make the sales experience seamless so it doesn’t feel like selling.
We want to make it feel more like seduction.
And then when you do things this way, you also eliminate – or at least reduce, the chance of buyer’s remorse.