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I am ecstatic to be doing this week's version of Whiteboard Friday. Now, as a marketing consultant I get the pleasure
of talking to fellow marketers and business owners all the time, and one of the first
questions I ask them is what they're doing on Facebook, because I firmly believe there's
no better way to spend your money online right now.
Nine times out of ten, what they tell me is
this. "Hey, look Ryan, we spent some money, we got
some fans, we got some video views, we got a lot of clicks, but ultimately that return
on investment wasn't quite there, so we stopped." So I'm going to show you a framework today
that's going to help you get more return on investment from your Facebook ad spend. Before we get into that framework, there are
a couple of key things that I want to just check off right off the bat that might help
you. These are key mistakes that I see people making
all the time.
The misuse of Facebook technology. What that means is not having the pixel installed,
not using custom conversions, not using a tag management solution to help you out, and
not really understanding and using custom audiences the right way, because those are
ultimately what make remarketing and really what make this whole funnel thing really drive
through. We need to understand and use custom audiences
the right way, and I'm going to talk about that in here. We need between six to nine brand touchpoints.
Another thing, and I kind of call this the
SEO mentality, we think that just because somebody is interested or searching for red
shoes that means they want to buy it. It's not the case. Especially on Facebook, there's a completely
different mentality on Facebook, and we need to understand that. There's a lot of studies that show that we
need between six to nine brand touchpoints before somebody is an interested sales prospect
or lead, and...
We need to build that value, that relationship
and really build that purchase intent. We do that through content, which I'm going
to talk about in depth over here as well. The lack of trust in Facebook. Again, the SEO mentality that we're constantly
working against Google, Facebook is a complete opposite.
They have done an amazing job optimizing their
platform. All you have to do is tell it what you want
it to do and it will go out and it will find the right audiences. Just have faith in the process. Trust that Facebook will get it done for you,
and then you can focus on what really matters.
The Facebook marketing funnel framework This is the framework that I have drawn up
over here. It looks like your traditional marketing funnel. It's got your awareness, interest, consideration,
and purchase. But what's in it is specific to this process
and Facebook ads in particular.
Now I'm going to start actually not at the
top. I'm going to run you through the whole thing,
but I'm going to start here with interest, because this is where most people start. They build a landing page, a squeeze page
that says, "Hey, opt in for our free e-book," and they just start promoting it. They push it to fans.
They push it to audiences that they think
are interested in it. Unless you're a huge brand that has all of
these touchpoints and awareness taken care of, it's very tough because people don't know
who you are and they're not just going to start giving you their information and start
buying just because you put up a nice landing page. 1. Build your content whatever form works
best for you.
So what we need to do is build the content
on top of that. That's what I have right here. So you can I've got different types of content
that you can use videos, blog posts, webinars, e-books. Whatever it is, it doesn't really matter.
Create something that you're comfortable with. But what you need to focus on is really two
things. Making sure that it's on your website, because
then we can retarget people and get them down that funnel. Creating and building value for the people
that you're targeting.
So again, if you're Moz and you sell a bunch
of different products you've got your local solutions, you've got your keyword research,
you've got link building solutions we don't want to just create one piece of content. We want to create specific pieces of content
that are engaging to those little sub-niches of the audience and relevant to the product,
and that's key because it allows us to expand and scale this out. 2. Gather insights from people that are already
aware to inform your lookalike audiences.
Now once you've got that content built, what
I like to start doing is promoting it to what I call warm audience. These are people that are already aware. These are your Facebook fans, your website
retargeting list, your customer list, all of these people. You start by promoting the content to them,
and you start analyzing the data and see what's performing best.
Understand the audience segments that are
driving the most engagement, driving the most purchases right off the bat, because what
we can do is create lookalike audiences based on these and we can pivot into promoting this
to cold audiences. Again, this is really where you can start
to scale, because this is only going to take you so far. Unless you're a massive brand, it's not going
to take you very far. This is really mostly for data analysis and
getting some initial people into the funnel.
This up here, the cold audiences, is where
you really start to make your money. So again, lookalike audiences are a tremendous
thing. You need to trust in Facebook that what you
tell it to do, it's going to go out and find the right people. But there's other stuff you can do as well.
Again, because we're not taking a landing
page, we can actually go out and do some form of outreach to get more eyeballs on the page. We can go to Facebook groups. We can go to other Facebook Pages. We can say, "Hey, I've got this really great
guide, '19 Things To Do to Build Links for Local SEO." We can start to do some exchanges.
All we need to do is start getting people
to here, getting people to this content, because once they're on this content, they're in our
funnel. So let me show you how this works, and this
is where the Facebook ads really start to pick up and retargeting really starts to come
into play. 3. Remarket with an initial offer to move your
audience from aware to interested.
What we want to do is we want to set parameters
that tell Facebook, "Hey, anytime somebody's been to this blog post but hasn't been to
our landing page, show them this ad." I love to use video in this case, again because
video is a great way to build the brand, to hack those touchpoints, to get your face out
there, and to start getting some recognition. So I like to use a video that says, "Hey,
thank you for checking out our blog posts, our webinar. We really appreciate it. But we left some things out, and those things
are included on this page." That's how you can start to introduce your
offer and get people to your landing page, your squeeze page, or your product page.
4. Use another remarketing ad to move them from
the interested stage to consideration. We're not done there, because there are some
other things that we can do on Facebook to start really building this thing up and driving
a lot more conversions. Once we get people to the landing page, not
everyone is going to convert.
So what we can do is we can set up another
remarketing ad that's says, "Hey Facebook, anytime that somebody has been to our landing
page but hasn't been to the next page, which is our trial page, our thank you page, whatever
that may be, we want to run this ad." Again, I like to use video again, and we can
say, "Hey, thank you for checking out our landing page, but you didn't opt in. Did you know that we have a free trial? Did you know that we offer a discount? Did you know we have a free e-book?" Whatever it is that you're offering to get
people to opt in, run that. What happens is then you get your people in
your email sequence, your traditional marketing sequence. You run that on the side, but again we're
not done.
Because we found these people on Facebook,
they're still on Facebook. There's still more that we can do. 5. Build trust with ads that share benefits,
testimonials, etc.
If you've got a free trial that you're giving
away, a free consultation, whatever it is, a discount for your products, we want to tell
people about it. We want to make sure that they're taking advantage
of it, because again you know once you get somebody on email, you might have a 20% open
rate, you're cutting off 80% of people. But we know they're on Facebook, so what we
can do is run another remarketing ad that says, "Hey Facebook, anytime that somebody
has been to our free trial page but hasn't actually purchased, let's drive people to
use it." You can start talking about the benefits of
your product, start showing testimonials from people. Whatever it is that you can drive people to
use your product and really build trust in your product, you want to take advantage of
that.
6. Use your final remarketing ad to sweeten the
pot and ask for the hard sell. Finally, we're still not done, because we
still haven't asked for that hard sell. This is where we use our final ad that says,
"Hey Facebook, anytime that somebody has used our trial but hasn't been to our ultimate
checkout page, we want to run this final ad." What I did, I have a course that I use that
I sold using Facebook ads.
What I did, I ran a very personalized video
ad that said, "Hey, thank you for checking out my content. Thank you for attending my webinar. Thank you for checking out the free trial. Look it, there's something that's holding
you up from purchasing.
I am willing to jump on a call with you and
answer any questions that you may have." Obviously, that's not going to apply to every
business. But figure out a final piece of value that
you can add to those people to really drive them to purchase and ask for that hard sell. Again, this is kind of a quick overview of
this process, but the key point here is that this part from down here's automated. All you have to focus on now is building more
content and building more traffic to that content, because once you get traffic to this
content and you know tons of ways to do that, you can even rank it in organic search
and get people in your funnel that way all you have to do is focus on getting people
in here.
This whole funnel is automated, and it's a
beautiful thing. When you do this, it takes patience. You're not going to get as many email conversions
upfront, but it works. I'm telling you, if you just have faith in
this process and use this to your advantage, use remarketing with everything that you can
do, it will work.
Again guys, my name is Ryan Stewart. Hopefully you enjoyed this presentation. For more information, again there's a ton
of stuff on Moz. I have some stuff on my blog.
I appreciate your time. Take care..
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