In an earlier article, I wrote about the fuss that Facebook has been in recently due to perceived mishandling of data. It got so intense that Mark Zuckerberg ended up testifying in front of Congress for two days.
This event has led Facebook to make changes; Click Here if you missed that article.
Now that you know what happened, how are you going to make it work for you? There are going to be changes in what Facebook shares with us and some changes in what we can do.
What You Need To Know:
First, the days of getting free or cheap traffic from Facebook to your offer are gone. Facebook makes you pay to reach people, even those who have already liked your page.
You might say “that’s not fair”, well maybe not, but it’s the reality.
What this means is that you’d better have a plan for monetizing your ads. Just running ads and hoping they work is going to cost you money.
Instead of looking at what an ad cost you, you need to look at your Return on Ad Spend. In other words, how much you made on the money you spent.
This is the new reality, so make sure you follow a system that is proven to work.
Step 1: Target the Right People
The right people may be different than you think if you’re doing lead generation work. Facebook has an incredibly powerful algorithm that keeps getting better at getting results, but it takes more data and a larger audience than most people realize. Again, this is for Lead generation, getting new prospects.
When you’re selling you use smaller audiences, but I’m going to suggest that you have an audience of at least 40,000 people if you’re advertising locally and around 100,000 to 200,000 people if you’re not advertising locally. If you’re advertising nationally a small audience might be 1,000,000 people.
If you’re in an industry with less than 10,000 people nationwide you may need to adjust your strategy, there are ones that work but we aren’t going to be talking about those strategies in this post.
Step Two: Match your Message to your Market
Many times when people come to me and they aren’t getting results they want, the first thing we look at is the audience to message match. There are different strategies if you’re talking to a cold, warm, or hot audience, and it all starts with the messaging. A hot audience message won’t work to a cold audience and vice versa. Click here to read about audience temperatures and what that means.
Step Three: Use an Effective Facebook Strategy
First, this means knowing what the end looks like. It’s one of Stephan Covey’s 7 habits, and it amazes me how many people miss this step. If you want a phone call, appointment, or sale, what steps do you have to take to get there?
As Dan Kennedy teaches, asking a person who doesn’t know you to call you as your first step is asking a lot. How can you structure your offer so that doesn’t happen? Next, one of the key parts of your Facebook strategy is to move people off Facebook as soon as you can, or at least get other contact information so if they stop using Facebook as regularly you can still reach them. Below is a diagram demonstrating this process.
Step 4: Create a Facebook Friendly Offer
There are 2 parts to a Facebook friendly offer; first, will Facebook approve your ad? Especially now, Facebook won’t let you call anyone out where it looks like you know something about them that you shouldn’t. This is really a challenge in the medical field. Asking about pain or any medical condition will get you in trouble, as will anything financial. Struggling with Debt is going to cause you issues.
The second component is: will your prospect do what you ask? When you’re talking to a hot audience they may call you and set up an appointment, but to the person that never heard of you, that’s not likely to happen. You need to offer intermediate steps that progressively lead to a call or sale.
Step 5: Set Up your Retargeting
For as easy as Facebook makes it sound, setting up and using retargeting is one of the biggest challenges Facebook marketers have. There are 2 parts again, first is setting up the technical components. Getting your pixel and putting it on your website and landing pages, by the way, that may be 2 different steps.
When you’re using a landing page program like Leadpages you need to enter your pixel on every page. Next in the implementation process is setting up the conversion tracking, which is another level of complexity, and then once you have your tracking set up and working how do you use it? Making sure this is done properly can be the difference between Facebook being an expense or an investment.
Let me be clear, Facebook wants you to succeed. The more success you have the more money you’ll spend on Facebook, but you have to follow their rules and when you do they reward you.
As you can see there is a system to succeeding with Facebook.
There are many opportunities when you’re using Facebook for marketing and we’ve been seeing consistent results with our clients’ campaigns.
Make sure you’re following a proven system with your Facebook marketing so that Facebook is an investment and not an expense.
If you would like help setting up your Facebook Marketing Machine, we offer a complete Done With You Coaching program. We work side-by-side with you to design and create a system just for you. We record the entire process. You get to do the work with me or one of my team watching over your shoulder. Not only will you have your Facebook Marketing Machine up and running, but you’ll know how to measure the results and how to make adjustments too. For more information go to https://gosocialexperts.com/done-with-you-facebook-funnel-creation/.
Have a great day