What kind of retargeting do you do on Facebook? You might want to give Facebook ads another chance if you’ve ever been upset about how little money they brought in. In today’s guest-hosted Whiteboard Friday, Ryan Stewart talks about how he uses remarketing and focused content creation to get more sales from the ads he runs on Facebook.
The business funnel framework for Facebook
This is the structure I’ve drawn over here. It seems like the usual way to sell something. You are aware of it, interested in it, thinking about it, and buying it. What’s in it, though, is only used for this process and Facebook ads in particular.
Okay, I’m not going to start at the top. Even though I’m going to tell you everything, I’m going to start with this because this is where most people begin. They make an opt-in page that says, “Hey, sign up for our free e-book,” and then they start advertising it. They tell people about it. They try to get people who they think will be interested in it to buy it. People don’t know who you are, so they won’t give you their information and start buying just because you have a nice landing page. Unless you’re a big brand that takes care of all of these touchpoints and knowledge.
Check Out 6 ways listed underneath:
- Make your stuff in any way that works for you.
That means we need to add the information on top of it. That’s what I have here. It must be on your website so that we can find people again and move them down the path. Making things that are valuable for the people you want to reach. As we said before, we don’t want to just make one piece of content if you’re Moz and you sell a lot of different goods, like local solutions, keyword research solutions, and link-building solutions. We want to make specific pieces of content that are interesting to those small groups of people and related to the product. This is important because it lets us grow and scale this up.
- Get information from people who already know to help your viewers who look a lot like you.
Now that you have the information ready, I like to start promoting it to what I call a “warm audience.” These people already know. People on this list are your Facebook friends, people who visit your website, people who buy from you, and other lists. You start by telling them about the topic, and then you look at the data to see what’s working best.
Figure out the types of people who are most likely to connect with you and buy from you right away. From there, we can make “lookalike” audiences and start advertising to people who haven’t seen your ads yet. This is where you can start to scale because this is only going to get you so far. Not unless you have a huge name, it won’t get you very far. This is mostly for looking at data and getting the first few people into the loop.
- When you remarket, make an offer to move people from being aware to being interested.
We want to tell Facebook, “Hey, show this ad to anyone who has been to this blog post but not our home page.” Again, I love using video in this situation because it’s a great way to build the brand, hack those connections, get your face out there, and start getting known. I like to use a video that says, “Hey, thanks for checking out our webinar and blog pieces.” Please thank you very much. Some things, though, were left out, and they are on this page. That’s how you can start telling people about your offer and send them to your product page, landing page, or squeeze page.
- To move them from being interested to being likely to buy, show them another advertising ad.
That’s not all, though. There are still some more things we can do on Facebook to start building this up and getting a lot more sales.
People will stop on the page, but not all of them will convert. We can make another remarketing ad that says, “Hey Facebook, we want this ad to show up whenever someone has been to our landing page but not to the next page, which could be our trial page, our thank you page, or something else.” Again, I like to use video, and we can say, “Hey, thanks for checking out our landing page. You didn’t opt-in, though.” Did you know you can try us out for free? Did you know that we have a deal?
- Ads that talk about perks, testimonials, etc. will help people trust you.
We want people to know about any kind of free trial, consultation, or discount on your goods that you feel like giving away. We want to make sure they’re using it because once you get someone on email, you might only get 20% of them to open it, which means you’re missing out on 80% of people. But we know they’re on Facebook, so we can show them another remarketing ad that says, “Hey Facebook, let’s get people to use our free trial page whenever someone has been there but hasn’t bought yet.” You can start talking about how your product will help people and sharing reviews from real people. You should use whatever it is that makes people want to use your goods and trust them more.
- You should use your last branding ad to make things more appealing and ask for a sale.
Last but not least, we’re not done yet because we haven’t asked for the hard sell. This is where we put our last ad, which says, “Hey Facebook, we want to run this last ad whenever someone has used our trial but hasn’t been to our final checkout page.” What I did was use Facebook ads to sell a course that I use. What I did was show a very targeted video ad that said, “Hey, thanks for watching my video.” Thanks for coming to my lecture. Thanks for taking a look at the free sample. Look around, something is stopping you from buying. I’m ready to get on the phone with you and answer any questions you might have. That won’t work for every business, that’s clear. However, find one last thing of value you can give them that will really make them want to buy, and then make the hard sell.
As I said before, this is just a quick rundown of the process. The most important thing to remember is that this part from below is automatic. You only need to focus on making more content and getting more people to visit that content. Once you get people to visit it, which you can do in many ways, including ranking it in organic search results and getting people that way, all you need to do is focus on getting people in this funnel. This whole tube works on its own, which is great. It takes time to do this. You won’t get as many email sales at first, but it does work.
I promise you that this process will work if you believe in it and use it to your advantage. Do everything you can to use advertising.