This is the most popular question I get. Always. And the answer is fun…it depends.
So, let’s talk about what it depends on, so you can get clear on what would actually work best for you. Sound good?
First of all, what is your business?
If you are a local, brick-and-mortar store, then you can have a call to action to call you or show up at your place of business to receive a discount, or a special deal.
But that same kind of one-off deal isn’t going to work for e-commerce…like, at all…
And truthfully, any one-off ad marketing is going to cost you a lot of money, and not really get you where you want to go. You should be thinking in campaigns.
Here is a loose structure of campaigns that WORK….WELL 🙂
This is the ad that is going to go to a completely cold audience.
If you’re not sure what a cold audience is, they have never in their lives heard of you before.
The type of ad you set up for an awareness step is going to be a short Facebook live video about a frequently asked question in your industry, or something you teach. If you perform a service, maybe it’s a time-lapse video of you performing that service, like Microblading. (If you’re in the Microblading business, there’s a full on marketing course for you here)
You’ll want to use the objective of “video views” for this one.
You can retarget in a number of ways, but first, what is retargeting? It’s getting an ad in front of someone that has already been “warmed up”. Really all that means is they have heard of you. We know that because they’ve seen a video, or been to your website, depending on what retargeting method you are using.
In this case, we used “video views” as the awareness step, so we can now create a custom audience of people that have JUST seen that video! Cool, right?
When you retarget, I suggest offering something of value for free.
We call it a “freebie” in the industry. It should be able to be consumed within 4-7ish minutes.
So, it’s not an entire course, or a long video. It’s a checklist, a guide, or something to help people make informed decisions about what you are selling.
Now, when you offer this, they receive it in exchange for an email address on your landing page.
(If this is starting to get a bit fuzzy, don’t sweat it, I have a group that can help you out right here)
So, do you see how this campaign is going? We showed we are valuable without asking for anything. Then, we retargeted and offered something of value for free, in exchange for an email address…
Now, we’re going to ask the qualified lead to take action.
Call To Action-
Here is where you retarget again, but this time it’s just people that have signed up for your freebie! So, we know they are qualified leads or they wouldn’t have wanted your freebie…make sense?
You do this by creating another custom audience based on who the pixel picked up as a “lead” (we get into this in my courses…no biggie).
Now, the ad will be asking them to become a customer (in more eloquent terms, lol).
And there you have it! Sales! And once this campaign is running a bit, you are automated. What does that mean? It means you don’t have to do anything but keep an eye on it, and cash checks!
I’m not going to say you shouldn’t change up your freebie, because you definitely should, but we get into that in the group as well.
This is a short rundown of why not all ads are created equal.
It should never be about ONE ad…
It should ALWAYS be about a campaign, and directing traffic and behaviors.
If you don’t know what you want them to do…
THEY won’t know what you want them to do…even if they would LOVE to work with you!
If you have questions, feel free to leave them in the comments!