Advertising on Facebook isn’t as easy as all these agencies and gurus claim it is. There’s a lot to learn, and with the lack of proper training out on the market, business owners become stumped and overwhelmed. Wasting time, money, effort, and energy on something that’s supposed to work like a charm can be very discouraging. It makes it seem like Facebook marketing is all hype.
Let’s not forget who we’re talking about here; we’re talking about Facebook. Facebook has close to nearly 2 BILLION users. Each time a Facebook user logs in and starts scrolling down their newsfeed is a business opportunity for you. The same people that login to Facebook throughout the day are the same people that spend money every single day on products and services in their community. All you have to do is show the right person the right message at the right time.
Here are the simple steps it takes to do just that.
This guide is going to cover exactly what you need to do to get started marketing your business on Facebook the right way. We’re going to cover how to drive local, relevant traffic to your website, how to create an offer, how to set up your ads on Facebook, and how to use the proper targeting options on Facebook. By the end of this guide, you’ll have everything you need to get started running ads on Facebook properly.
Step 1: The Offer
Advertising your cleaning services on Facebook may seem like a scary yet alluring idea. The real power of marketing on Facebook lies in being able to effectively interrupt your prospect with an offer that is so compelling that they can’t help but click on your ad.
Before you start advertising of any sort, you need to have an incredible and highly compelling offer. It doesn’t matter how good your website is or how much you spend on marketing. If your offer isn’t compelling, the race is over before it started.
The best way to craft an offer is to put yourself in your customers’ shoes and figure out what you can do for them that will provide them with the most value. Keep in mind that value does not necessarily mean free. Often, the best offers are not free. Think about what you can deliver to your customer that will make them worry less, or something that gives them a real benefit. Now figure out how much that is going to cost you, and craft an offer that you are comfortable with under the premise of acquiring a new customer.
As the saying goes, “he who can pay the most for a customer wins.” The idea here is to acquire new customers at a low entry point. Perhaps your margins are 20 percent on new customers as opposed to 40 percent for loyal customers. Again, your offer needs to be very appealing, and the quality of the product or service that you provide must surpass the customers’ expectations. The offer can make or break not only the ad but the whole marketing strategy. Once you have a fantastic offer, then and only then can you start thinking about any marketing.
Step 2: The Landing Page
In case you didn’t know, a landing page is any page on your website that the user “lands” on. When someone clicks on your ad, the only goal of the landing page should be turning visitors into customers.
To do that effectively, you need to understand how to make a landing page convert. As I said, any page that a visitor lands on is technically a landing page. However, when we are paying for traffic, we want a landing page that converts at the highest rate possible. There are several fundamental differences between standard landing pages and high conversion landing pages.
A high conversion landing page contains several essential elements that work together to gain the trust of your prospect and convert them into a qualified lead.
Conversion elements include:
● Persuasive web copy
● Short videos
● Trust-building imagery
● Value proposition
● Powerful Call-to-action(s)
Your call to action is the most critical element on a high conversion landing page, and it should be repeated several times on your landing page. Making your call to action highly visible and compelling is key to making your page convert.
For more information on building a kick-butt landing page, check out our blog on “9 Secrets to High Conversion Web Design.”
Step 3: Creating Highly Engaging Ads
With Facebook ads, the first impression means everything. This is your first, and arguably most important touch point with the users. Before users see your landing pages, they will look at your ads. Your ads are your first impression; the ad copy, imagery, and call to action all need to work in coordination with each other to achieve our end goal. Top performing Facebook ads all have four things in common.
They’re visual, relevant, have an enticing value proposition, and have a clear call to action. Users don’t only favor visual content, but Facebook prefers visual content as well. More often than not, video ads tend to outperform regular image ads because of their high level of engagement.
Facebook’s algorithm highly favors shared and highly engaged posts, along with visually stimulating images. Videos are more likely to be shared than most written content pieces.
Your ad needs to be relevant! You need to appear in front of the right audience, at the right time, and say the right thing to turn prospects into qualified leads. The value proposition needs to be very enticing and highlighted in your ad copy. Adding things like time-limited promotions can boost the performance of the ads. A clear call to action is another vital part of the ad. Users need guidance when it comes to making purchasing decisions, and a clear call to action is the perfect way of getting the ball rolling.
Facebook Advertising Pro Tip: Keep the ads short and sweet, include a deal or discount to encourage users to book your services, and create urgency. For example, “10% Off All Upholstery Cleaning For The Next 8 Hours, Book Your Cleaning Now.”
Facebook has become an advertiser’s dream come true (to a certain extent). It’s a potent tool to acquire new customers. Depending on how far you’re willing to drive to clean carpets, hardwood floors, or upholstery, you can set that radius on Facebook and advertise to your local community. You should run different ad campaigns promoting each of your services. A commonly overlooked yet compelling targeting method is income targeting. Income targeting allows you to target those in or around your area with a guaranteed income or net worth. This is handy for specific services that those clients might need. Advertise the right thing to the right person, and you’ve got them.
The goal of an online marketing system is to take users on an enjoyable journey from start to finish.
Facebook ads are the first touch point and need to not only grab the attention of the end user but get them to take your desired action. Your offer and ad copy will need to convey your message in a way that inspires users to click on your website. Your Facebook ad sets the tone, and your site keeps it going. Once users are on your landing page, convince them that you’re an expert in your field and that you can help them solve whatever issue they’re having.
Putting your visitors at ease and having high-conversion elements on your page is a sure fire way of maximizing your chances at a conversion.