A marketing funnel is the most valuable marketing strategy your business can have. Although it is time consuming to set up, once done, it will run itself and generate lots of new leads. In our previous post, on creating a marketing funnel, we discussed landing pages, email capture, hooks and identifying your ideal client. If you have not yet read the first email you can do so here.
Assuming you have now identified your ideal clients and have your landing page ready to go, let's move on. It's important to get these stages done first, so, if necessary, go back to the previous post.
Your next step is to set up your ads. You can do these on a variety of platforms. However, for today, we will focus on Facebook.
The first step is to open up the Facebook page which is specific to your business. If you don't have that, please set up a business Facebook page before anything else. It really is important to be prominent on social media.
On Facebook start by creating a normal post.
First of all choose an image, which correctly represents the freebie you are giving away. Make sure the image is clear and the correct size. If there are people in the image, then aim to make them the same age and gender as your ideal clients.
Now for the copy. The text on the ad (or copy) needs to be snappy and appealing. Through a lot of testing, we have found the best format for copy is to state three problems that really resonate with the client, and express these as questions, then to offer your freebie and finish with a call to action.
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The reason for asking three questions is to create something called a "Yes Set." Once someone has answered yes three times they are likely to also agree to the call to action.
The word "here" should contain a link which will bring the potential client through to your landing page, where they can enter their details and automatically receive the freebie.
Now to target your advert. In the previous blog post we talked about identifying the characteristics of your ideal client. Now we put this into practice.
Once you have created your advert, it is time to boost it. Boosting it means that you pay and the advert will be shown to people who fit your target demographic but do not necessarily like your page.
Click on boost at the bottom of the post and you will be brought through to this screen.
You are given a few options in which to boost the post. We recommend targeting to a specific audience.
Now target to the specific ideal customer you identified. Target based on age, location, gender and interests. For example, you might know that most of your clients are women between the ages of 50 and 70, living in the local area who enjoy travel, specifically cruises, and reading. Facebook is wonderful because you can be so specific.
Now it is time to set a budget. We recommend starting small so you can test what does and does not work.
Getting the advert right takes a lot of trial and error. A/B testing is very important in all areas of your marketing and luckily Facebook makes A/B testing very simple. A/B testing is when you test 2 posts against each other. You change just one thing about the post, for example the image or the copy, and run it at the same time as the first post you created.
At the end of the campaign, Facebook will tell you which post had more interaction. The best post will have the lowest cost per click. You can view this is Ads Manager.
By constantly performing A/B testing you can create the most effective advert.
Now you've learned how to create your advert, you can just relax and wait for new email addresses to come in.
In the next Marketing Funnel email we'll talk about how to convert those email addresses into clients.