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HERE’S WHY YOUR FACEBOOK ADS AREN’T WORKING

February 2, 2018

Why? Because sales happen in a holistic ecosystem. And without a Facebook ad strategy that respects the ecosystem, your ads are set-up to fail from the start.

 

THIS STRATEGY SYSTEM OF RUNNING ADS INCLUDES THREE KEY PHASES: CONNECT. COMMIT. CLOSE. 

 

The stratedgy is a 3-Part Facebook advertising strategy for turning attention into revenue using Facebook ads.

 

Instead of haphazardly creating random boosts we can build a curated customer journey that creates new revenue on autopilot with this simple Facebook advertising strategy.

I know it’s tempting to just hit boost and send a random Facebook ad out into the universe and hope for the best. (i.e. engagement, conversions, sales).

And, it works—sometimes. 

 

HOW DOES THE STRATEGY SYSTEM WORK?

The strategy system isn’t a crazy tactic or short-term marketing hack—it’s a foundational, time-tested Facebook advertising strategy to complement any sales process.

We’re  going to use the magic of Facebook tools and automation triggers.

 

 
HERE’S THE 3-PHASES OF THE STRATEGY SYSTEM:
 
WE’LL CONNECT WITH NEW AUDIENCES BY RUNNING ADS THAT BRING ATTENTION TO YOUR BRAND TO GET FRESH NEW EYES ON YOUR BRAND.
 

The goal is filling our audience full of people who are ready to smash the like button, engage with our videos, and consume our content.

We’ll then ask these new audience members to commit to your brand with ads that ask them to exchange their time, energy, and resources for our content.

The goal is getting people onto our list by creating a start-to-finish sequence of automated ads exactly ‘x’ number of days they found us online.

Lastly, we’ll close our newfound leads by running ads that present smart, highly-relevant, and sequenced offers guiding them towards the point-of-sale.

The goal is serving up our best offers to the hottest leads at exactly the right time so we can maximise revenue.

 

The strategy system isn’t complicated. In fact, it’s based on the basic framework that salespeople have been using for centuries.

most businesses aren’t using all three phases of this system.

They’re so focused on lead gen (i.e. commit phase) that they’re forgetting the other two crucial pieces of the customer journey.

 

THE AUDIENCE TEMPERATURES WITH FACEBOOK AD TARGETING WHEN  A FACEBOOK ADVERTISING STRATEGY IS IN PLACE.

 

 

THE 3C’S: CONNECT. COMMIT. CLOSE.

CONNECT: ENGAGE WITH NEW AUDIENCES & DRAW BRAND ATTENTION
 

During the connect phase of this strategy, the goal is to create focused, targeted, cold audience attention—and warm up these ideal clients to your brand and offers. This is where we create connection and engagement (before we ever ask for anything).

Too many businesses jump straight to phase two and serve ads to cold audiences leading to sky-high conversion costs… and lukewarm leads who are not yet ready to buy.

Instead, by deploying connection ads in to new, cold audiences, we can drive up engagement rates, raise our relevance, and created warmer (i.e. cheaper!) leads in the long run.

 

Here are some examples:

  •  A video that tells your compelling brand story (or captures your on-air rant about what’s wrong in your industry)

  • An interview with a client that establishes your ability to help people get results

  • A screen-capture training that will attract, educate, and entertain your ideal audience.

  • An authority-building post that shows your credentials and basically tells people why you are the best in your space.

So we’re not asking for anything with these connect ads. we’re just attracting attention, creating brand recognition, and establishing trust…

… and, behind-the-scenes I'm using facebook tools to create custom audiences to serve up more ads to these exact people who viewed or interacted with our ad.

 

COMMIT: ASKING FOR MICRO-COMMITMENTS FROM THE WARM AUDIENCE
 

Commit: asking for micro-commitments from the warm audience

Ok. so, we’ve started sharing your branded content with the world. We’ve started connecting with people, at scale. We’ve started to bring new people into our audience (whether they’ve liked your page, commented on our ad, or just viewed a bit of our video and then added to a custom audience of facebook wizardry).

 

Now it’s time to turn those warm, audience members into red-hot leads.

 

How does that process work? 

 

Once people are added to our custom audiences, they’ll start to see triggered ads that offer content, resources, and valuable downloads.

We’re not asking people to pull out their wallets yet. In the commit phase, we’re simply retargeting warm audience members and asking them to make a micro-commitment to your brand.

This is all part of the curated customer journey. No more spray-and-pray 'shot gun' marketing tactics—with the strategy system, we're using 'sniper' tactics - everything is intentional and strategic.

Our new audience sees an engaging series of video ads and content that establish your brand, your values, and your expertise.

If they watch more than 3-seconds of our video ads, engage with our content, or visit your website, they’re added to our custom audience.

Then, they’ll automatically start seeing our targeted lead gen ads since we’ve set those up to deploy to new people entering our custom audiences.

 

CLOSE: PRESENT OFFERS, OVERCOME OBJECTIONS & TURN LEADS INTO CUSTOMERS
 

By the time our audience members enter the close phase, we already know they’re highly engaged and likely to buy because we’ve built a foundation of trust and primed them to make a value-based investment.

They’ve already interacted with your brand multiple times during the connect phase.

They’ve already entered into our sales funnel and become more receptive to your proposed solutions.

And now they’re ready to see what we have to offer.

So, now we’ll launch a sequence of strategic, targeted ads to our red-hot leads.

That’s the magic of the strategy: we’re able to make this irresistible offer at the perfect moment—right when your audience is at the peak of engagement.

This keeps you from pitching too early (which leads to high conversion costs and low earnings per lead).

 

What type of ads are going to create these sales?

here are some examples:

  • A video that teases our offer and asks for the sale

  • A video testimonial from a past customer success story

  • A case study revealing incredible results 

  • A post answering your top faqs

  • A post addressing common objections, fears, and hesitations

  •  

  • And because we’ve tracked everything using the black magic of the Facebook pixel and Facebook custom audiences, we’re ready to serve ads to people who are whipping out their wallets.

 

 

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