Ten Steps to Ensure a Successful Facebook Ad Campaign

Hi everybody. I'm coming live to you from my laptop for the very first time. So let me know how it goes. If I don't see your comments, I apologize. I just did an entire practice session which I thought was the real deal. The worst part is this is not the first time that I've done this. I always do a Facebook Live and then think I did a Facebook Live, but then I actually really do the Facebook Live. So if I seem like I've practiced, because I have, today I'm here talking about 10 steps to a successful advertising campaign, specifically a Facebook advertising campaign. And one reason I wanted to talk about this today is because a lot of people have been coming to me asking about Facebook ads and a lot of them don't have a funnel set up yet. And that is like the number one most important thing of having or before running your Facebook ads. Because if you just run an ad and you want to collect information about people, you need to figure out what you're going to do with that information. It's not enough to just get emails without a plan. You really need to know the other 90%. Since I consider the Facebook ad just to be about 10% of the entire process today I wanted to talk a little bit about the other 90% and what it really is. A sales funnel, which is a term that a lot of people get a little bit weird about. I've mentioned before in blog posts. I just call it a trust funnel based on a book that I read. That's all it is, it's just steps. So you start with like the biggest part of the funnel and then you work your way down until people trust you. And you know, that's the entire point of the sales funnel. So just don't get intimidated. We're going to go through some of the different steps and how you can get started building a funnel and knowing when you're ready for those Facebook ads. Once you've got the other nine pieces in place. So the most important thing to remember when you're building out your funnel, when you're thinking about different opt ins, different lead magnets, how to work people through, just do it in a way that feels good for you and feels good for your business. You want to make sure that you're doing it in a way that allows you to shine. Step into your zone of genius. Make sure you're in your most engaging channel. Because if you're trying to do a webinar and you're really uncomfortable on webinars, you're not going to be able to sell the way that. That you would if you're in a more comfortable situation. So stick with what you know, what you feel good about. Of course, it's great to step out of that comfort zone once in a while, too. But make sure that you're selling in a way that feels really good to you, because your potential client is really going to see that as well. So the first step that I tell everyone, and this is the hardest step, because everybody wants to just jump in and, like, do it right now because it's so exciting and so fun. But make sure that you're doing your research. If you haven't surveyed your market and you don't know what they want, odds are that you are going to fall flat. You're going to spend way too much money on ads that aren't going to convert. You want to make sure that you're surveying first. So what I try to do is get answers from at least 10 to 15 people. And you can either do it on a virtual coffee date. Those are my favorite places to connect with people. Not to sell, but just to chat and get a feel for how people are feeling about your products. You can send an email to your list. You can ask in Facebook groups. Like, there are so many opportunities for you to get 10 to 15 people to answer your questions. And what I typically ask are, like, what's your biggest problem when it comes to X? We'll say, like, losing weight. If you're a health coach, what are your goals for your fitness in 2017? How would you feel if your problem was gone? What do you wish to accomplish after you reach your goals? Like getting the very specific verbiage of how people are talking about. It is what you will literally take from your survey and put into your ads and into your lead magnet and even into your sales page. The more you can connect with people and have them be like, oh, my gosh, that's me. That's my problem. This person understands me. They can totally help me. The more likely that your stuff's gonna convert, Right? So definitely start with the research. This is the biggest step. Hey, Erin. The biggest step that people usually overlook is research your target audience and then moving forward with the rest of it. So once you've done your research, you know what people are looking for, you know what verbiage they're using, then jump on the opposite end all the way down to the offer, and start working your backwards or your way backwards. You want to reverse engineer from the very bottom of the funnel, like where you want people to convert and, you know, start working with you, spend their money and then work your way back up. So the biggest key to this is making sure that everything is in alignment from your offer to your landing pages, your lead magnet. If I'm repeating myself, I'm sorry. I get really excited about this stuff, apparently. And then make sure you're targeting the right people who have similar problems. It all works together. That's why it's super simple. You just do what feels good to you and don't get over. Over. Intimidated. That's not the word I was looking for. Don't get intimidated by gurus that are saying, follow my perfect 10 step process to find 100k in 2 days. No, just do what feels right for your business and that's where you're going to find your people and that's where it's going to feel good and where your business is going to grow and it's going to be awesome. After I've created the offer for people and we start working backwards, then we go jump back to the other side and we start thinking about a lead magnet. So if you've done your research, you know where you want to end up, then the lead magnet is starting to build that value. It's starting to get them interested. Hey, Kelsey. So when you are thinking about your lead magnet, this is literally people's very first introduction to you. So you want to make it good. It's your first impression. It's your first opportunity to give something away to them and where you're going to build trust with them and show your expertise and show that you're trustworthy. It's that very first step of offering something of value to them in which they will give you something back, like an email, like their attention on a webinar. You know, it's, it's something like that where it's an exchange. So you give them value, they give you their lead or their themselves as a lead. So it needs to solve a problem for them or address a problem for them, a pain point for them, get them interested. Hi, Casey, how are you? And some different ideas of ways to build up a lead magnet. Ideas are like a free call, maybe a strategy call. Depends on what your final offer is and what's going to make sense. Again, work your way up what makes sense to that final piece of the funnel. So is it a webinar, Is it an email address, is it a free call? Just start thinking your way through some of those things and then you can come up with an idea for a rock. And leave magnetic. So once they've clicked to get your lead magnet, the next step is your landing page. So the landing page needs to feel the exact same as lead magnet. You want to keep that trust, keep that consistency. A lot of people, you know, there are so many templates out there, they work, but you want to make sure that they match the rest of your branding and your messaging and your tone and everything. Because that consistency is what's going to really help drive that trust, create that trust and keep it. And another thing that I see that you should do on your landing pages is get rid of everything else. If you're designing it yourself and it's in WordPress or however you're doing it, you don't want navigation, you don't want anything distracting like your main goal. Yes, Casey, I don't know, maybe you need a landing page, maybe not. Depends on what you're working on. You don't want them distracted by anything. They have one goal on that landing page and that is to convert. So whether it's signing up to your webinar, giving you their email, just one thing, and then on the next page, which is what we're going to talk about next, the thank you page, that's when you give them more information. So once they have opted in on your landing page and they moved over to your thank you page, then you can give them some more information. The thank you page, to be honest, is one of the most overlooked pieces of the funnel. It's a lot of people. It's that 30 second afterthought, like, okay, good, I got their email. We're done, we're good. Now I can focus on the other stuff. Your thank you page is where you can give them a lot of information about how to take the next step, what to expect from you, what kind of value you're going to continue delivering to them. You know, why did they just join and why should they stay on their list on your list? It's also a really great opportunity if you do a double opt in for people to tell them to expect an email from you. Maybe check their spam folder if that's been an issue. Make sure they add you to the safe list. You know, it's that next opportunity to show them what they can expect and why they should stay on your list. And you can also give more information about yourself, like how they can keep in touch with you. It's a really great place to promote your Facebook group, if you got one. And just, you know, again, more trust, more relationship building. It all works together. So if you're running a Facebook ad and if you've got your offer, you've got your opt in, they've gone to your landing page, they've found your thank you page, then you need to start thinking about your targeting for your Facebook ads. So you want to make sure you've researched your audience well enough back in the very first step to know what they're interested in. There are some different tools that you can use to figure out your demographics that typically go to your website. Like, I know mine is women like 25 to 34 are my largest visitors to my website. So then when I'm creating an ad, I can take that information and add it to my targeting. One really cool thing about targeting, which has changed in the last, probably last couple years or so, I guess that's kind of like a million years in Internet time. But when I first got Facebook. You are not old Casey. You're ridiculous. When I first started using Facebook ads, it was only based on like the information that you put in your profile. So if you said you liked rock climbing, all of a sudden you're getting rock climbing ads. When I was engaged, I got all bride related ads, like, ooh, use this, planning your wedding, do this, do that. And then the second I got married and I switched my status, it was all like, here's your baby crib. Start advertising for baby stuff. So it's like it used to only be based on what you filled out in your profile. And I was, I got creeped out by it, so I like deleted everything. And then Facebook started working with third party data in order to target behaviorally. So if you've recently bought a car, Facebook knows you bought a house, Facebook knows they know approximately how much your mortgage is, so you can target people. So, so specifically that Facebook, Facebook ads are amazing for anyone because I guarantee you that of like the 3.3 billion people, I don't know if that's the right answer, but of everyone that's on Facebook, people that are in your targeted audience, they're there and you can find them. So that's why Facebook is like the absolute best platform for targeting. If you know exactly who your audience is, you can get right in front of them and it's awesome. Creepy, but awesome. So then another step, like, once you've done all the other stuff, you've got them opted in, you've targeted them with ads. Make sure you're continually getting in front of them with your email list too. A lot of people are like, yay, I Got opt ins. Yay. I have an email list now. What do I do? So they just sit on a little shelf and a lot of people don't really do anything with them. So what you want to do with your email marketing is not just send them a weekly newsletter. You want to send them on like nurturing campaigns and relationship building campaigns and continually getting them to feel like, oh my gosh, my friend Ali just emailed me. You know, like once people are on that level, that's when you're really going to start converting. So it's not just about one weekly email and then, you know, not doing anything other than your content. But if that's where you need to start, that's great too. But just think about a funnel and what's going to keep moving them towards the end goal, which is purchasing from you, becoming a customer. And some ways to do that are like tell stories in your email marketing, offer value, give them more freebies, say hey, I just made this new opt in that you might like since you liked this other thing that you downloaded. Make sure you are showing that you care about them and you know who they are and what they're interested in. That's what's going to help them take the next step. Thank you, Casey. Mama means business if she's got lipstick on, apparently. So once you're seeing how people are responding to your emails and what they're clicking through to and how they're responding, that's when you can do some more retargeting also in addition to some other stuff too. But retargeting is like the absolute most important thing you can do for your funnels and for helping people convert. Because think about when you go to Amazon and you look at something and then it follows you around the Internet for like until you buy it seems like in my case it works because you're constantly getting that top of mind awareness. People are remembering you, they're thinking about you. If people weren't ready to buy then, but then they get an opportunity later, maybe their kid was screaming and they didn't get to finish filling out the cart. You're giving them continued opportunities to take that next step. So once you've done all that, we've already gone through nine steps. So the final test, final test, final step, which is testing is really the most important to get those low cost conversions to keep your ads running smoothly. You want to test, I say test everything. Test different audiences, test different targets, test even different ads, different graphics. The more you can test. That's what marketing is all about just making sure you're getting inside the head of the people that you want to buy from. You try a picture of just you in the ad, maybe try a stock photo in the ad, maybe a custom design graphic. Like you don't know what's going to really resonate with your people until you've given them opportunities to try different things. And Facebook will use their algorithm to show the ads that are performing the highest a little bit on their own. So you can run three ads at the same time and Facebook will naturally figure out which one is going to be the highest performing one and go from there. So if anybody has any questions, Those are my 10 beautiful steps to a successful Facebook ad campaign. And I love talking marketing. I get really excited about it as you can tell. So I do. Casey, I do have this awesome info in written form. I have it on my blog which I should. I'll paste in the comments afterwards. And I also have a couple opt ins about this kind of stuff too. So if you have any questions, feel free to email me. If you're interested in working through your own funnel, I have a deal going on right now for $499. So for 90min you can work through your funnel. We'll go through all the different steps, figure out what you need to do before starting your Facebook ad campaign because I know that's where a lot of people struggle. I would love to help you work through this stuff because as you can see, it's my favorite. So let me know if you're interested in talking more. Other than that, I'm going to sign off and talk to you guys all soon. Thanks.