Podcast: Play in new window | Download
Subscribe: Apple Podcasts | RSS
In today’s article, I’m going to talk to you about the 3 elements you’re going to have in place before you can ever be successful with Facebook Ads (any advertising for that matter).
So far, in previous articles, we’ve covered:
- Advertising On Facebook, click here to catch up.
- Facebook Ads: Choose A Profitable Niche, [YOU ARE HERE]
If you said a Facebook account, you’re only like .01% right! The problem is, most businesses…
… think, to be successful, is just a matter of just getting their name out there.
They think if I just spend enough money on Facebook ads, throw enough ads out there, I’ll eventually capture my audience’s attention and they’ll do business with us!
So, they spend thousands upon thousands of dollars on ad spend, but when the smoke clears, the needle never moved.
Not even an inch.
And that’s typically when they tell me Facebook ads don’t work for “my business, we’re too special.”
One of the reason’s Joel Rimmer, one of my clients, was able to be successful out of the gate, within 7 days of launching his campaign…
Is because he and his team took the time to develop these 3 elements, working behind the scenes, to bolster their results in tandem with the campaign itself:
One, you need a strong brand.
Joel’s business had been around for 80 years. A business doesn’t survive that long without a strong brand!
Two, you need a blog that encapsulates your brand. This isn’t about gorgeous graphics or whatever.
Joel’s blog wasn’t anything special in terms of design but it did an incredible job at communicating their message in a way that’s attractive to their audience.
Lastly, you need a product or service to sell. In other words, an offer that your audience can get excited about!
If you’re going to use any type of advertising, then you of course need something that’s worth advertising!
I repeat, the offer you’ll be advertising needs to be compelling and exciting enough that your audience wants it.
Surprisingly, most businesses don’t take the time necessary to make sure their message is outstanding, so their brand falls flat on deaf ears.
There’s too many businesses advertising online now so average just isn’t going to cut it anymore!
I asked Joel his thoughts on our process implementing the Proven Facebook Ad Formula. And here’s what he said,
“Eric has really helped us integrate new social media, email marketing and digital marketing strategies.
There are many avenues to promote and market your business. And it’s hard as a business owner to know which way to go…
…where to spend your advertising dollars…
…and we know that we need to promote….
The world’s been changing. The old ways of marketing are
definitely changing. The newspaper, radio and television.
And digital is where…
…for our business and most businesses…
…where a lot of people are getting information is online…
…where they are researching products.
And we need to redo the way we market and how we promote our business so that people in our market understand what we have to offer and why they should do business with us.”
Are you getting this?
I agree what Joel said is true, don’t you?
The good news is that with all the changes comes a lot of opportunity. Our clients continue to show us that making the leap from offline advertising to online can result in explosive growth for your business, moving forward.
That is, if you implement proven Facebook ad formulas like Joel. That’s why I believe Facebook can work for you, too.
I documented our process and put together a FREE report that you can download here that lays out the entire Facebook ad campaign strategy we deployed for Joel.
OK, let me take you through the steps that’ll help you get the most out of your brand, website and product or service.
Let’s get started: by choosing a niche.
If you already have a niche and your brand, blog and product or service is well established… then you may be tempted to skip this.
However, my advice would be don’t: we’re going to be covering some fairly advanced concepts here. And you might decide that you actually want to reconsider your current strategy once you’ve thought it through…
The Truth About Choosing the Right Niche
Your niche is your subject matter. This is the topic you’re going to be tackling with your blog.
Therefore, the niche is also the industry you’re product or service fits.
For example, you might decide your niche is going to be fitness. That your product is going to be barbells.
The two inform each other because you wouldn’t want to have a website about sewing and sell barbells from there!
More importantly, this also informs your audience because you’ll be targeting people who like to workout with barbells.
For example, you might target men interested in fitness between the ages of 25-35.
Alternatively, you might go the opposite route and focus on women, the elderly or even teenagers interested in fitness.
Ultimately, the whole point of a ‘niche’ is to find subject matter and products or services that’ll have relative niche appeal.
In other words: something that isn’t going to interest everyone.
This is important because it’ll allow you to focus your resources on a smaller group.
Moreover, you’ll spend less on advertising because you’ll have a clearer value proposition that’ll attract your target audience in droves.
The Most Important Little Detail That Determines Campaign Success
Facebook Ads use a PPC format. PPC stands for ‘Pay Per Click.’ Essentially, PPC tells us we’re paying each time someone clicks on your ad.
The amount you pay is related to the maximum budget you set, when you create a campaign.
Plus, the number of other advertisers targeting the same audience with their ads.
Interestingly, when two advertisers both have ads targeting the same audiences on Facebook, they’ll enter a bidding war.
Precisely, the advertiser with the highest maximum ad spend wins. And will pay the smallest amount needed to beat the competition!
For example, if there are two advertisers trying to advertise to the same audience.
Advertiser A has a 20-cent maximum bid and advertiser B has a 50-cent maximum bid…
… Advertiser B will win and will pay 21cents for each click.
The more popular a niche, the more you’ll pay to have your ad shown there.
Make sense?
Again, the more popular a niche, the more competing products or services you’ll have to contend with.
No doubt your audience has seen thousands of barbells in their time.
However, has your audience seen a barbell set aimed specifically at women, with a more feminine design?
Has your audience seen a barbell aimed specifically at older people with stiffer joints?
By going niche, you can solve a more specific problem and be the best choice for a particular person.
This is better than trying to be the generic choice for everyone.
Pick a popular niche and then hone in on the specific demographic within that niche – the niche within the niche.
Of course, you also need to think about what topics you know well…
…what topics you’re willing to write about and what topics you’re passionate about.
Trust me: if you try and sell a product or service you have NO passion for, you’ll be making business much harder for yourself.
Make Sure Your Brand and Facebook Page Align So You ONLY Attract Hot Buyers
As you can see, the best strategy is NOT to try and appeal to everyone but to try and hone in on a very specific type of buyer.
Almost there, you now need to consider one more aspect before you can go about launching your Facebook advertising campaign:
That’s your Facebook Page.
And in order to create a great Facebook Page, you’re going to need to think carefully about your brand.
Brand is incredibly important in every aspect of internet marketing and especially when it comes to social media marketing.
That’s because your brand embodies the message you communicate what your business is all about to your target audience.
Ultimately, your brand builds trust and authority with your audience so people want to follow you.
Remember: we’re targeting a specific audience.
You want the right kind of person to know instantly that yours is a brand they should be interested in.
That they should buy your products and services. A strong brand has that kind of effect on people.
A strong brand doesn’t mean fancy logos and graphics.
Instead, a strong brand communicates what your brand is all about…
… in a way that is subtle and simplistic.
One way to communicate this, is to think about what your company’s mission statement is and what you want to accomplish.
For instance, let’s say you’re selling barbells to women: What’s your mission statement?
What’s the philosophy you want all your products and services to follow?
Perhaps it’s power and beauty?
So, you need to communicate a message that evokes a sense of power and beauty.
And if you get this right, then your brand should instantly appeal in a very visceral way, to certain members of your audience.
Your Facebook Page needs to incorporate words and images that align with your brand.
It needs to look professional if you’re going to have any chance of building trust with your audience.
And you want people to assume that your products and services will be of equally high quality.
Once you have a logo you’re pleased with, you want to keep colors, fonts and other graphics consistent across all of your social media accounts.
It’s important that your social media accounts have the same brand name, the same logo, the same color palette and the same types of content.
This brand consistency will help your audience better understand what your business is all about.
And whether they should be interested in what you have to offer.
Furthermore, it’ll enhance your professionalism because you’ll have a clear and polished image your audience will feel comfortable responding to.
Now that you’ve identified your mission statement, chosen a good niche to enter into and have a clear brand identity…
… the next step is to establish basic demographics for Facebook Ad targeting.
If you’re going to have a successful PPC campaign, then one of the single most important things to have in mind is your target demographic.
In other words, you need to be sure that you’re showing your ads to the right people in order to ensure viewers are going to convert into buyers.
Otherwise, you’re just wasting your money. And this is where this FREE case study comes in.
Here, you’ll learn our Proven Facebook Ads Formula, that’s working for our clients in various industries as I write this.
Most importantly, you’ll see how to apply our formula with your own campaign, your own page and your own brand.
You’ll learn the ‘what’ but also the ‘how’ and the ‘why’. Ultimately, when you properly implement our formula, you’ll learn how to generate fans, followers and turn them into excited customers!
Go download the FREE case study now while its available because you’ll learn insider information…
… on how our clients are cashing-in on the power of Facebook’s advertising platform, big time!
More importantly, how you can too. Click here to download your FREE case study now!
About the Author
Eric Dahl is the owner of Dahl Integration Marketing. Author of the Funnel Vision Method™ and Creator of the Funnel Vision Method Masterclass™. He’s also a World-class Sales Professional, Digital Marketer Certified Funnel Expert, Automated Marketing System and Funnel specialist.
He created Dahl Integration Marketing, LLC to help Entrepreneurs world-wide get leads, clients, patients and referrals systematically. So they can finally realize their dream incomes predictably... without the costly guesswork and technical challenges.
For more information about the Funnel Vision Method and how you can implement it to grow your business easier and faster visit www.dahlim.com.
