Let s dive deeper with a real-life example from one of my clients.

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1 [DAY 1 IS HERE ARE YOU READY?] Today we re going to have you identify your customer's core desires, and map out how our products can meet those desires. It's SUPER SIMPLE and it s VITAL to the success of your Facebook ads! Most people tend to focus on describing their product s features at a more superficial level. What it is, what it looks like, what it does, how much it costs. But that s not REALLY what people want. Let s dive deeper with a real-life example from one of my clients. Let s say you sell baby and kids sunglasses and you happen to sell the most expensive baby and kids sunglasses on the market. They re the most expensive because they offer the highest level of UV/sun protection, and because they re made to be pretty much indestructible. If you pitch this product in exactly the same way as all the other kids sunglasses on the market that are less than half the price, you ve already lost. Why is this? Have a think about the Facebook ads you see in your newsfeeds. Usually they say something along the lines of, Are you looking for a widget? We are proud to make quality widgets. Click here to buy yours today.

2 Often, such statements are presented alongside a single product photograph (sometimes not even a good quality, professional photograph). Yes, that s overly simplified. But hopefully you get my point How enticing does that statement sound? Does it even capture your attention when scrolling your Facebook newsfeed? Let alone click through? I ll tell you what it makes me think (this is if I actually notice it ). It makes me feel like I m being sold to. I also have no idea what s in it for me. Obviously if I d already tried the widget and loved it, I d probably forgive the messaging and be happy to buy it. Advertising like this allows your potential customers to assume your product features and benefits are EXACTLY THE SAME as the alternatives, so then their purchase decision is made purely on price. Unless you run a deep discount business, you never want to differentiate your brand or products based on price. How else do you pitch your products then? First of all, you need to understand HOW your customers buy. Customer has a burning need, problem or desire and starts looking for a solution. Customer may have already tried various other solutions without much success. Is possibly feeling like a solution that works for her doesn t exist. Customer comes sees your ad at just the right moment. (How did you do that? We ll talk about audience targeting another day, don t worry ) Your images show people just like this customer, happily using your product in situations that look very much like her real life. So far, so good.

3 Then, they start reading your copy. They read about how your product was designed to solve a problem just like theirs. In fact, you can describe their situation PERFECTLY. It s like you were just in their head. The read about how the product can help the customer achieve their desired outcome (or solution). But not some generic, watered down version. Again, the transformation is described EXACTLY how the customer imagines it. The customer sees HERSELF in your ad. Your Facebook ad your text, your images, your offer, heck, even your call to action needs to attract, connect, educate and motivate action. And the best way to do that is to inspire your ideal customers to believe that their dreams are attainable. So here is your first task: Develop your Product Value Statement You need to articulate HOW your product moves your customers from their before state (their need, want or desire) to their ideal after state (their desired end result ). The Product Value Statement should describe the transformation your product enables, AND do it in a way that is emotionally appealing. (NOTE: this last point is incredibly important because as consumers, we all make purchase decisions based on emotion, not logic!) How to write your Product Value Statement: First, complete this fill-in-the-blanks statement: (your product name) enables (describe your ideal customer) to experience (their desired end results). Then, I want you to answer these two questions with a short 2-paragraph story: 1. Start by describing your customer s average day 2. Describe how your product CHANGES their average day.

4 For example, I think I can guess how you re feeling right now. Your baby is fussy and only sleeps if you re walking around and holding him. You re absolutely exhausted, running on empty, and you re feeling very anxious that something is wrong with your baby. Imagine if a simple change to your baby s nursery setup could provide the same soothing effect as you cradling him? Imagine if he could confidently settle and sleep all on his own? Imagine how you would feel, knowing your baby was happy, calm and settled? Task #2: Make a Compelling Offer Your Facebook ad copy (the text you use in your ad) needs to do 3 things: 1. Show that you understand your customers RIGHT NOW, 2. Make them a promise to deliver their desired TRANSFORMATION (through your product), and 3. Prompt them to take ACTION. That means to CLICK on your ad! So far I've talked you through how to achieve the first two points, but to get the click you really need to have a compelling offer. Sometimes the offer is simply to achieve the desired transformation, and sometimes it's an incentive (like free shipping for instance). Your task is to decide what ACTION you are asking people to take and write it in a short action statement that begins with "Click here to...". That s it, Day 1 is in the books and you ve now found the CORE desire of your customer (and it s not your widget)! Catherine x

5 [DAY 2 IS HERE] Yesterday we talked about figuring out what your customers are ACTUALLY buying their desired end result (not your product features!) Today we re gonna talk about how to demonstrate your customer s transformation VISUALLY. No I m sure you re all familiar with that old saying, A picture tells a thousand words. I mean, we all know that right? Visual communication is as old as time. Our cavemen ancestors would communicate by drawing pictures on the walls. Even now, as babies we see and understand well before we can speak, let alone read or write. The same goes for selling products online. Effective non-verbal communication is absolutely essential if you want to sell more products. Because for our ad to succeed, first we need to choose images that capture our customers attention quickly as they are scrolling through their newsfeed. But we don t want to capture just anyone s attention, we want to capture our IDEAL CUSTOMER s attention!

6 So today, we re going to take your new Product Value Statement that you worked on yesterday, and work out how to say it with images. By the end of this lesson, you ll have a very good understanding about how you can present your products in your Facebook ads so that you not only capture the attention of your ideal customers as they scroll through their newsfeed they will also grasp immediately how your products are just the right thing for them. The first thing to understand about image selection for advertising is: images communicate information AND affect us emotionally at the same time. How do you feel when you look at this picture? How quickly did you feel this way? Can you see how this image could be used to quickly elicit a strong emotional response and influence the viewer? If I were to describe this image with words, your emotional reaction would not be as strong and it would take more time for you to digest the information.

7 And as I mentioned yesterday, CUSTOMERS BUY BASED ON EMOTION. I m not talking about impulse-buying, I m talking about the physiological process our brains go through when we make a purchase decision. We actually use the intuitive, emotional side of our brain to make decisions! Pretty cool right? The second thing to understand about image selection for advertising is: if your image sucks, your potential customer won t even stop scrolling through their newsfeed long enough to notice it. So, if you want to capture your customers attention, you need to choose the right image. But how do you know what s the right image? You bring your Product Value Statement to life. That means, choosing images that show your products being used in context. Your customers need to be able to see themselves using or consuming your products, so bring that to life for them in your images. And this means you cannot use crappy, boring images and expect someone to wave a magic wand and produce a Facebook that converts. It won t work. No customer will excuse you for having hideous, boring (or worse, stock library looking) images. And the last thing you need to understand about image selection, specifically for Facebook advertising, is: this is a SOCIAL platform. People do not tend to go on Facebook with the goal of going shopping. So this is another plug for choosing lifestyle images images with people using or demonstrating your products. Yes, the photos should depict a more idealized version of your customers lives the images should always speak to the transformation, not the average day. Here s your task for today: 1. I want you to select 4 different images that fit the purpose. 2. Make sure they are vibrant colours that stand out. (Definitely no dominant blue please or you ll blend into the Facebook newsfeed!) 3. Crop them to 600 x 600 pixels square and save them as.png files Catherine x

8 [DAY 3 AD TARGETING 101] Over the last couple of days we dove DEEP into the core desire of your customers and how to appeal to them with a persuasive product value statement AND the most amazing images that truly tug at their heartstrings. Now, I want to show you exactly how you can FIND these customers of yours on Facebook. This is all about Targeting. How to show your ads to the right audience. Tomorrow I ll show you how to set it all up on Facebook, but today you ll learn how to find your ideal customers and target them with your ads. Task #1: The first thing you gotta do to make this all work, is to install your Facebook Pixel onto your website. What the heck is a Pixel? You might be asking Basically, it s a piece of code (or gobbledigook if you ask me) that you get from your Facebook Ad Account, and you need to go paste it on your website. It s a bit different for each website platform, but in 99% of cases it s very very simple.

9 To do this, first head to Facebook.com/ads/manager and select Pixels from the dropdown menu: Then you click the green Create a Pixel button and follow the prompts. You should see something like this which is the Pixel code that you need to copy and paste into your website.

10 Best thing to do next is to google how to install Facebook pixel on your website platform (ie Shopify) and follow the steps. I promise it s super easy. Having this pixel installed allows us to do some clever things with your ads, which we ll get to in a minute. So now let s talk about HOW to find your ideal customers on Facebook so you can show them your ads. The first strategy I want you to use works for new as well as established businesses, and it s to target the fans of other Facebook Pages. You can actually say to Facebook, Show this ad to the fans of this other Facebook page! It s really cool. And the Pages whose audience you target won t even know you ve done it. Now you can t actually target every single Page it does need to have a reasonably large number of Likers, and even then it occasionally won t show up to target. It s a weird and frustrating Facebook glitch. But in most cases, you can target other Pages. So to work out which pages you want to target, have a think about what brands, bloggers, magazines, industry experts or other organisations share the same or similar customers to you. Have a think about what products or services your customers buy BEFORE they come to you, AFTER they ve bought from you, and COMPLIMENTARY to you. Task #2: I want you to think of 10 different Pages (you may not target them all initially but it s good to have options just in case some of them aren t target-able) and comment below with your list. AND comment with the reasons why you think they would be a good fit. The second strategy to find your customers on Facebook is to actually upload your list of newsletter subscribers. Don t worry, this is totally kosher no-one s privacy will be breached. The reason we want to show our ads to our list is because not everyone sees or reads all our s. Also, marketing experts have known for ages that you get better results when your

11 audience sees your brand message in more than one channel. It reinforces the message and ends up being more effective. Task #3: So to set up your list as a Custom Audience in Facebook Ads Manager, you gotta choose Audiences from the top menu: Then select Create a Custom Audience :

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13 And then select Customer File. Then just follow the prompts to upload your list. Task #4 At the very end of the List upload process in the previous step, you ll be prompted to create a Lookalike audience click YES and follow the prompts. This is the 3 rd way you can target your ideal customers with your Facebook ads. Basically you are saying to Facebook, find me more people like the people already on my list. It s a pretty simple set-up just follow the prompts in front of you. And then the final way to target is called Retargeting and I m sure that s a term you ve heard bandied about before!

14 You can ask Facebook to show your ads to people who have visited your website before, which is super cool because these people are much more likely to be interested in your stuff than people who ve never heard of you before! And the reason we can do this Retargeting is because you ve already installed your Facebook Pixel on your website. So Facebook can track people who visit your website and they use this information to create a special Custom Audience. Task #5 To set up your Website Retargeting audience is exactly the same as the first tow steps in Task #3. Choose Audiences from your Ads Manager menu, and then select Custom Audience. From the next screen you choose Website Traffic:

15 Then select Anyone who visits your website from the dropdown list, give your audience a logical name like Website retargeting, and click the Create Audience button. And then you re done! Catherine x

16 DAY 4 Ad Set-up] First things first, I want to preface this lesson with a big HIGH-5 to you all for making it more than half way through the challenge! GO YOU GOOD THING! Yesterday we covered Targeting how to show your ads to the right people. Getting your targeting right probably determines about 50% of the success of your ad campaign, so it s worth spending time getting it set up perfectly! And over the first two days, you worked on your copy and your images, so you should have all the pieces of the puzzle ready to go to set up your ads. So in today s lesson, I m going to show you exactly how to set up your ad campaigns in the Ads Manager. First things first you need to find and bookmark Facebook s Power Editor, which is the main platform for creating and booking your ad campaigns. Go to Facebook.com/ads/manage/powereditor. Alternatively, find your Ads Manager and select Power Editor from the main menu in the top left corner.

17 Task #1 The first step to setting up your campaign is to click the Create Campaign button inside the Power Editor. The second step is to choose your campaign objective. Always choose the objective in Facebook that meets your end goal.

18 So, if you want people to go and read your blog, choose Traffic as your campaign objective. If you want people to view your video, choose Video views as your campaign objective. Whereas if you want people to go buy from your online store, choose Conversions as your campaign goal. That tells Facebook to show your ad to people within your chosen target audience who are most likely to end up buying. On this note, let me explain why we re setting our ads up in Power Editor and not hitting the Boost button. What happens when you Boost a post on your page, is you re asking Facebook to show that boosted post to people who are most likely to comment, like or share that post. Sometimes you get sales from it too but it s less likely to happen from a boosted post compared to an ad that is optimised for sales conversions. Task #2 The next step is the Ad Set, where you choose your budget, your audience and your placement.

19 The main thing I want you to learn is that, in the Ad Set, you want to target ONE audience only. Under any one campaign, you may have multiple Ad Sets each with one target audience. That means EITHER a Custom Audience, OR targeting the fans of another Facebook Page in the Detailed Targeting section.

20 The reason I want you to have one audience per Ad Set, and run multiple Ad Sets in each campaign, is so that you can split test the audiences against each other. If you add all the audiences in together, you have no way of telling which of those audiences is actually responding. So your ad campaigns end up more expensive and less effective. Here s an example of targeting the fans of another Facebook page in the Detailed Targeting section: Budget-wise, only choose a low daily budget for each Ad Set. I do $5 a day for each Ad Set, and after a couple of days I review the performance of each Ad Set and switch off the underperformers.

21 If you have selected Conversion as your Campaign Objective, you ll also need to select the Conversion event that you are optimising the ad for. In most cases it ll be Purchase. Task #3 And now for the fun bit! Setting up the Ad itself. I want you to set up a Carousel Ad that means choosing the option with multiple images: Now you get to add in all the text you wrote on Day 1 and images you selected on Day 2.

22 You can link each image through to unique URLs, or you can send them all to your home page. The bold heading text under the image should promote your special offer or your core product benefits. If your ad aims to get people buying, change the button to Buy Now. And that s it! Once you re done and you re happy with it, you go ahead and click that green button in the top right hand corner to send the ads live! WOW another HUGE day today!! Typically it takes most people several goes at it to get ads like this set up correctly, so stay positive and keep persisting with it. Till tomorrow, Catherine x

23 [WOOHOO! Day #5 IS HERE!] How often do you get to give someone $3 and get $10 back? Not often, right? Well, pull up a chair my friend, because today I m going to show you EXACTLY how profitable your Facebook ads can be! How much should I spend on my ads is probably one of the most common questions I get asked by my students and clients. Are you spending too much? Are you spending too little? Do you feel like ad spending is a big guessing game? Well, that s about to change! Today I am very excited to share with you the exact Facebook ads formula to give you clarity and confidence in your ad spend. Before I show you this ad spend formula, first you need to work out a few figures that you need to plug into the formula. Task #1 What is your revenue goal for sales that are generated from your Facebook ad traffic? Write this figure down.

24 (Note: you should not expect that ALL your sales come from your ad traffic there are other traffic sources to your website, like organic search, , referrals and so on. I would typically expect about 20% of your revenue to come from social media.) Task #2 What is your average order value? You can work out this figure by looking at the net value of the sales you ve had (ie sales value minus any postage or freight fees collected), divided by the number of orders you ve had in that period. Write this figure down. Task #3 What is your website s Average Conversion Rate? The average is around 2%, but some websites are lower and some higher. Some website platforms, such as Shopify, BigCommerce and Squarespace, will give you this figure in the analytics or reporting section of your website dashboard. If you can t get this figure from your website itself, you can find it in Google Analytics (if you have it set up). Write down your Conversion Rate figure. Task #4 Estimate your average Cost Per Click for your Facebook ads. This will be somewhat easy if you have run some Facebook ads in the past even Boosted Posts. To work this out, go to your Facebook Power Editor (Facebook.com/ads/manager/powereditor) and take a look at an ad you ve run in the past. There s a column in the Ads page view that tells you your Cost Per Click (CPC):

25 If you ve never run Facebook ads before at all, base your estimate on $0.50c per click just as a guide. Then write this Cost Per Click figure down. Task #5 Now you get to crunch the numbers and see EXACTLY how profitable your Facebook ads can be! I ve created a very simple but very cool calculator tool that shows you exactly how much money you need to spend on your ads in order to reach your revenue target. Here s the direct link to download the calculator for yourself: One REALLY BIG point that I want to make on this is that you should NEVER expect or rely on ALL your sales coming just from one source of traffic. As a rule of thumb, I would always aim for 20% from social media, 30% from marketing and 50% from a combination of organic search, direct and referral channels. Once you ve crunched your numbers, make a note of how you re FEELING! Because this is where the magic starts to happen. Where dreams become tangible goals, and you know EXACTLY what it takes to achieve them! Catherine x