Seven Steps To Facebook Marketing

Interestingly, this week, The Huffington Post published an article sharing the many benefits of Facebook Advertising.

They broke them down into six easy steps.

Now, I thought it was rather interesting, and my only problem with it was that they were missing the seventh key point. The most important part of any Facebook ads campaign hands down.

So, I’ve decided to share their points (in my own words) and then add my key seventh step.

Let’s get stuck in.

  1. Recognise the value

This was very basic, rule 101 stuff.

It simply highlighted the benefits of running Facebook ads. You know the key stuff; generating leads, creating cash flow and nurturing relationships.

It also said: “For every dollar you spend on Facebook marketing, you can get back $2, at least, with the right campaign.”

It was simply selling the benefits of building a funnel.

  1. Narrow your niche

This was a very good point all about being highly specific with your niche.

The better you know your audience, the better your results are going to be, especially if your audience are a small hungry group.

Facebook allows you to really drill down (with surgical precision) to find your audience. Age ranges, locations, interests, behaviours – it goes incredibly deep.

Also, the better matched your advert to your audience, the lower your conversion costs will be and the more your advert will be organically shared/liked.

Targeting the right market is critical if you stand any chance of driving strong conversions.

  1. Run lead-magnets

The Huffington Post explained what lead-magnets are, I never thought I’d see the day.

If you’re not familiar with a lead-magnets, it’s simply something of value that you can give away in exchange for a prospect’s email address.

Generally, it’s a report/checklist/video-series, but it could also be free training sessions/health review, etc.

It’s key that you target it at your niches pain points and needs, in order to make it incredibly desirable and scratch their itch.

  1. Continuous content

They make a great point here, they say:

“Don’t try to get Facebook users to buy instantly. The direct response techniques that we’ve learned in the past don’t work on Facebook, people are on Facebook looking at baby pictures or at their ex-girlfriend or boyfriend. They’re there to interact for social reasons, not to buy.”

I couldn’t put it better myself, it’s critical that you continue to engage with your prospects and nurture them, rather than jumping in pushing sales patter down their throat.

There’s numerous ways to publish content, whether that’s through blog posts, podcasts or even Webinars.

The beauty of Webinars is that you can give lots of value, pull your audience closer to you and then offer them a paid-for product/service to scratch their big itch, in a subtle way.

  1. Stay in touch

Another solid point here, by using Custom Audiences and either uploading your customer/prospect list in, or by simply using website traffic code sat on the ‘thank you/tripwire’ page for your lead-bait, you can start to retarget your customers with adverts.

This will allow you to follow up, constantly nudge them up the path of your value ladder – get in front of them as much as you can!

  1. Design is key

They make a brilliant point here.

It’s a bit of a pet-hate of mine, people go to the effort of setting up an advert but then when it comes to the ad image, they use some horrible picture that doesn’t fit and makes them look shoddy.

Even worse is when they create a real duff looking landing/squeeze page that look like it’s been put together in ‘Paint.’

There’s an array of online tools for creating beautiful images and stunning high-converting landing pages (that have already been tested).

Clickfunnels, Leadpages and Optimize Press are a few that jump to mind.

  1. Test, test, then test some more.

Now, The Huffington Post didn’t include this one; this is mine.

But it’s the most important part of any Facebook advertising campaign!

On all my most successful campaigns, I’ve spent 10% of my time setting up the audience/advert/landing pages and 90% of my time tracking the results, testing and tweaking.

It’s really easy to split-test different elements. Whether that’s the images on your adverts or the headline on your landing page – there is software that can do all the heavy lifting for you.

Verdict.

An interesting one this week; seven key points for anybody who’s looking to run Facebook ads or are new to it, but I can’t believe they missed out the most important part!

Until next week,
Emma x

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