When it comes to advertising on Facebook, most people are like Christopher Columbus…
They don’t know where they are going.
They don’t know where they are when they get there.
And they don’t know where they went when they get back!
Good ol’ Chris was an entrepreneur, and like many of you he was looking for a new way of doing things (finding a new trade route to India) and also looking for Gold (aren’t we all?).
When most entrepreneurs turn to Facebook for advertising, they expect to find an easy route to more customers and money for their business, however most find that their experience does not live up to their expectations and end up going home empty-handed.
Several times each week our agency gets contacted by a company that tells us that they are ripe and ready to market on Facebook, and they hear that we’re the guys to usher them to the ‘new world.’
“Don’t we just pay your fee and you create a ‘Golden Ad’ that will have customers banging down my door?”
Ok, enough of the Columbus puns for now…
I have to level with you. While it’s our job to make advertising on Facebook look easy, there is a lot of thought and preparation that must happen even before you put an ad up that’s likely to convert well.
While Golden Ads that convert like crazy are the end goal for most advertisers, there are some very IMPORTANT steps you must take to create them.
Where should you start?
1st Steps To Creating Golden Ads That Convert
First things first, you must identify who you will be targeting? Our experience is that most business owners and marketers take this for granted. The biggest mistake is that they think too broad, something like: “18 to 65 year old, men & women, that breathe air.”
While your product or service may be something that the masses may indeed want or use, it’s best to narrow down your market so that you can craft your marketing message in a way that speaks to the potential customer in a way that aligns with their needs.
There are a multitude of tools and strategies that you can use to help you to identify who to target like Google Analytics (if you have traffic coming to your site), TowerData (if you have an email list), or using customer surveys.
Once you have figured out who you will be marketing to, next you will want to know what type of content they enjoy and engage with? Cat videos are great and all, but unless you are selling cat toys, they will not really help you to understand what types of messages will connect with your audience.
Answer some of these questions about your ideal customer:
- What types of books and magazines would they read and subscribe to?
- Who are some of the experts or celebrities in this niche that they would follow? [NOTE: Try to identify the experts or celebrities that only true aficionados would know and follow.]
- What are some of the companies and/or websites that they are purchasing from?
Unlike Columbus, we now know where we’re headed and we are starting to understand what we’re going to do when we get there. It’s now time to start building your audience and looking for your gold.
We’ve shared just a few of the steps that take to creating Golden Ads that convert every time, but there’s more that needs to be done to insure success. The image below is what we use to outline this strategy for our agency clients.
It’s all a bit much to explain in one blog post, so this week we will be hosting a very special free training to walk you through this strategy. Click here to register for the upcoming training on How To Create Golden Ads That Convert.
>> Click Here To Register For Our Upcoming Training On How To Create Golden Ads That Convert Like Crazy!
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