When the clicks from Facebook ads come in, they come in fast, but they do not create sales.
Looking at your analytics for what feels like the millionth time today, you can see that you have received some major traffic from your Facebook advertising campaigns. However, none of the ads seem to result in sales. You check your website to make sure that it is working properly. It is. You make sure there are no spelling mistakes. There are none. Then you begin to get mad at the actual customers. They clicked on the stupid ad, they should buy the product!
However, it is not the customer’s fault – it is yours. There is something about Facebook advertising that you didn’t think about, and is keeping you from achieving your profit.
You Are Trying to Sell to People Who are Not Ready to Buy
It is significantly harder to sell to someone whose goal is not to buy. You traffic from Facebook ads comes from users who are on the social network to enjoy their time, socialize and most of all be entertained. They clicked on your ad out of interest, and probably with a low purchase intent. People simply do not go on Facebook to shop and buy products. Users are on Facebook to talk to friends and family, watch funny videos, and find out which Game of Thrones character they are. The way they use Facebook is very different than the way they use a search network such as Google. A good analogy is that users on Facebook are in a coffee shop chatting with each other whereas users on Google are in a mall alone actively searching for products. Facebook users may genuinely be interested and want your product, but at the moment they won’t purchase it because they are more interested in being entertained. For this reason you need to have a different strategy about Facebook ads than other forms of Internet advertising.
You Have the Wrong Goals for Your Facebook Ad Strategy
The difference between an ad run on a search network (Google, Bing, Etc.), and an ad run on Facebook is how it intersects with the users mindset on each network. You need to create marketing goals that align with the users goals of the particular network. With a search network the users goal is to find a solution to their problems. They want a solution now. With Facebook the users goals are to be entertained, and the ad essentially just entertained them more than their news feed. Your goal for Facebook ads should be to get their contact information efficiently and by providing value so that they can have good feelings toward your company and get back to being entertained on Facebook. You want to make this as fast and efficient as possible. Let’s look at any example with a users experience with show advertisement, which demonstrates the difference between typical advertising on a search network and Facebook to demonstrate this point.
- On Facebook the user is being entertained sees an ad that is more entertaining than their feed, clicks on it and is taken to a page with the product. They have the offer to buy, but they are just not that interested at the moment. They wanted to find out a little more based on the ad, but not to waste their time getting their credit card out and making a purchase.
- On the search network they are specifically looking for new shoes. They type in a search which shows ads for shoes. They click on the ad and will purchase the shoes because that is what their intent is.
Stop trying to sell to users who are just trying to be entertained and browse!
Adjust Your Facebook Advertising Goals From Immediate Sales to Receiving User Information for Future Marketing Efforts
When using Facebook for advertising you need to adjust your marketing goals so that you consider it a success when you receive the users contact information and can continue to market to them. This way you can reach the user when they are not on Facebook in an entertainment mindset, and can continue to market to them over and over for relatively cheap. Trying to sell to them immediately will just annoy them and give them no other option but to leave your site and go back to Facebook. You have wasted the money you spent on that click. You want to play the long game here, so you need to adjust your marketing goals from Facebook ads accordingly.
The basic strategy is: create an offer on a landing page (the page where the user is taken after the ad) where a user provides you their contact information (usually just name and email) and they receive something of value return. No credit cards need to be taken out, no real thought from the user to complete the interaction, just good emotions towards your company and user contact information for you. With their information you continue to market to them and build a relationship via email, remarketing and blogs until they are in the buying mind frame.
How to Achieve Your New Goals With Facebook Ads
You want to create an offer that the user can only receive if they provide you their information. This allows you to continue to market to and build a relationship with the customer until they are ready to buy.
Step One: Plan your value offering
You need to make a great offer to the customer to get their information. Many companies falsely believe that customers just give their contact information willy-nilly. From experience I can tell you this is not the case. You need to provide an offer that in the customer’s mind where the perceived benefits of the offer outweigh the perceived cost of providing their information. Remember these are perceived costs and benefits; the users perception of the value and cost is all that matters.
Some ideas for your value offering:
– Free eBooks
– Free Webinar
– Free 30 day trial (with no credit card required)
You want to test out a couple of value offerings to come up with the right one.
Step Two: Build Your Marketing Machine
Now that you know your value offer you need to create your marketing machine. This marketing machine will allow you to capture the leads, and continue to market to them in two different channels.
Here are the steps:
- Set the targeting on Facebook to target your appropriate demographics.
- Create an eye catching and interesting Facebook ad that gets clicked on.
- Create a landing page (the page the user is taken to after they click the ad) with the value offering. When the user clicks on the ad they should be taken to the landing page with the offer. The landing page will have three specific parts of it that are vital:
- A form that the user has to fill out in exchange for your value offering.
- A line of code for retargeting (you get this from Google – here is the link with how to add remarketing code).
- A checkbox that is pre-checked for the user to opt-in to your email list.
Make your landing page clean and easy to understand exactly the value you are offering.
Step Three: Get To Marketing
The user has probably clicked on your ad, gone to your page and left. At this point it is time to start marketing to them! This is done primarily in two ways:
- Remarketing – You know those ads that seem to be following you everywhere? They don’t just seem to be following you everywhere – they are following you everywhere! Those ads are called remarketing ads. That line of code you placed on site from Google now allows you to continue to market to your customers as your ads follow them around and keep your service or product top of mind. If you follow them around enough you will catch them when they are in a buying mood.
- Email – When someone is on your email list you can market to them regularly. Be ethical and don’t spam your email list or people will unsubscribe. If your emails provide value they will probably be opened and read. I have found email marketing to be a highly valuable asset.
What has been your biggest Facebook success to date?