START YOUR FACEBOOK AD CAMPAIGN WITH A LEAD MAGNET
Before you start a Facebook ad campaign you must first consider what you are selling to your audience. Below is a checklist for creating the perfect lead magnet.
1 -Get Uber Specific
Your audience wants uber-specific solutions to their uber-specific problems. Pick your lead magnet apart and scrutinize your product. Treat it as if it’s not good enough and then move the free-line and don’t give them a bunch of sizzle and no steak. The value you’re giving should be your best product for free.
2- Get your whiskers out of the way
Referring to the Joe Polish, “I love marketing podcast” the whiskers n ‘cheese episode #024. Understand your actual value and that just because you think your product is great, the people who you’re marketing to, don’t know this…YET. So, yes, the actual value of your lead magnet must be high, so show them the cheese (e.g., your product) and make sure you’re delivering on your promises, otherwise you’ll lose their attention. Be a good kitty and don’t show your whiskers.
3- What is your one big promise?
Make good on your promises and deliver what you promise. Make one big promise and then chunk it down, instead of making a bunch of little promises to build it up to be a big hunkin’ sandcastle that’ll wash away with the tide. Read “The One Thing” by Gary Keller if you are in doubt.
4- What’s your end result?
What do they really want, these uber-specific, uber-busy, uber-metro-sexuals? If you figure out what they want at the time, (like Eben Pagan does when he opens his cart, crashes the servers and then apologizes that you can’t purchase his product anymore) and you know how to serve it to them on the platter they want, then they’ll gladly give you their attention, their contact information and especially their money.
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5- “Give it to me Baby”
Just like Rick James says. They don’t want to ask, “Why do I have to wait 7 days to get your information? Give me the goods now!” Don’t make them jump through six different clicks. It’s like being on hold with AT&T or Comcast., By the time you get there you’re so upset and freaked out that you hang up on the rep because they can’t give you what you want within a relatively sane period of time; like within 2 hours. Give them what they want right away. They’ll respect you for it.
6- Change their state of mind.
That lead magnet should change their mindset and get them used to doing business with your company. You want them to engage with you. If you’re a restaurant you should be posting at least 6-8x a day on your Facebook page to always create a sense of intrigue and information and engagement with your fans. Your fans are your brand advocates, your brand advocates are free advertising, and your free advertising helps you sell even more of your product. So, just by engaging with your fans and changing their mindset you get free advertising. Isn’t that cool?
7- How fast can they consume what you have to offer?
Your lead magnet should be able to be consumed quickly so as to not detract from your sales funnel. If they can’t eat what you have within a relatively short period of time and enjoy it, then you’re back to the drawing board. Make it easy for them to get what they came for in 5 mins or less.
8- Do you look like Walmart or Bergdorfs?
If it looks free…well, it is. You know, when things look free they look funky and this is not a good thing for your brand. Funky stuff is best left to Rick James, for you, make your goods have a higher perceived value than the next marketer and you’ll gain their confidence in you and your product.
After you get your lead magnet together, consider your ads. I’ll go over ad strategies in more depth in the upcoming Social Buzz University webinar. Here are some reasons your ad campaigns may be falling short. Don’t worry! Yes, you can fix it!!
Facebook Ad General Rules for Successful Campaigns
As a rule, I want to see a good measure of clicks and/or impressions on Facebook ads.
Anything less than 100-300 clicks isn’t telling you anything.
Anything less than 5/10k impressions isn’t telling you anything.
Note: in Point #1 it might not always be obvious. I usually start out with a bid of $100 and then watch it closely if I’m doing CPC. So #1 is more the case with CPC. However, you may need to increase your budget with oCPM to get the initial impressions rolling in.
If you really pay attention to and follow these simple steps you can pick out exactly what’s going on and what you need to fix in relation to your projects. In general:
- No Impressions = bid higher
- Impressions & No Clicks = Ad Sucks
- Impressions & Clicks & No Sales = Offer Sucks
- Impressions & Sales & Clicks = Winner winner chicken dinner
If you’re not getting any clicks and no sales, then start over and if you’re getting clicks and no sales, you have the wrong offer for the audience or you are targeting the wrong market.