How To Sell More Using Facebook Ads
In any case, advertising on Facebook works, when it is done wisely and yes, it can help us increase sales.
The necessary premise is that; on Facebook and generally on social networks – you cannot think of arriving. I.e jumping to be a salesman immediately and trying to sell your products and services.
It takes time, perseverance, and wisdom. Before selling, you need to get in tune with your user and understand what they are interested in.
Then establish a relationship with them. You need to know and understand your customers and use a creative approach to connect with them, engage them, and start conversing.
Keep in mind that the general use of social networks is to connect.
In general, advertising sometimes can be a pain in the neck because a lot of time needs to be invested in that activity. Most entrepreneurs don’t know their customers. They sell but they don’t know why. And they often end up believing that customers are interested in what they care about.
It is not so! Every business needs to do a lot of listening, a lot of observation devoid of our preconceptions. But we have a hard time giving up what we think. It’s a major case of hugging your idea even when it isn’t helping you.
Time for change.
We must work consistently and therefore we need to put effort and patience. We need to build a working framework that we will need to give our users the right content at the right time.
In this way, in different stages, we will first make ourselves known through useful and relevant content, then we will work on building relationships and trust, and only at the end will we be able to sell.
The funnel is an inverted pyramid, which represents the typical path of a person from when they know you to when they buy. It is a representation of the customer journey.
From the widest to the smallest part, many phases can be identified. In the upper part, that is the widest, there are all those activities that serve to generate opportunities, in the center that is defined as “lead nurturing” activities. And at the end, the real sales activities happen, in the narrowest path which is known as the final part.
We can offer these users videos – short and uploaded directly to Facebook, not linked by other platforms – in which we tell something about ourselves or offer useful advice. Then we can promote content that is on our site, for example, blog articles, podcasts, infographics.
At this stage, a good idea is to first publish our content on the Facebook page in an organic way – that is, for free – and wait for them to have some traction, that is, they begin to receive reactions, comments, and shares, and only then promote them.
If an organic post doesn’t get a good number of interactions then it most likely isn’t worth promoting. In addition, if an ad already starts with certain social proof it has a better chance of being interesting. If you plan to turn an organic post into an ad, remember to use images of the right size and are not more than 20% covered by text.
As for the objectives of the advertisement, we can take advantage of the Interaction with the post objective, which will show our advertisement precisely to those who are most likely to interact with it, or the Video Views objective or the Traffic objective, if we are promoting something that is on your site.
In principle, it is always better to use at least the Ads Manager because we have limitations with the “Highlight” button. Because in this type of advertising the choice of the target is the key to success.
In addition, the goal is the interaction, propose contents suitable to stimulate interaction and that can be strategically useful even on Facebook, without necessarily referring users to your site. For example quick tips or tutorials, or free events. And remember to work well on the visual aspect, because it is the image that strikes us and makes us stop scrolling the page.
Let’s move on to the next step, the consideration phase.
Here we are in the middle of the funnel, which begins to narrow because we have made the first skimming between those who are interested in us and those who are not. In this phase, our audience will be warm, made up of acquaintances who have had some information about us during the awareness phase.
In this case, we have to work with retargeting, that is, we have to propose our contents to those who have already had to do with us in some ways. In particular, we will target fans and visitors of the page and those who have visited certain pages of your site.
These are publics that must be built in the Ads Manager: page visitors can be selected by creating a custom audience, choosing Interactions on Facebook and then Page; for site visitors, a personalized audience is always created but this time is defined using the Facebook pixel, a small code snippet that is inserted in the code of your site and which is used to track visits and conversions.
And why do we choose this type of audience?
At this stage, we are working to get clients to take another step towards making a decision with you. It wouldn’t be optimal to do it with a totally cold audience. We can offer users low-cost offers, free activities, or so-called “content expansion”, i.e. ebooks, courses via email, etc., which respond to the interest shown by the user. For this, it is useful to know which pages they have visited on our site. Basically, we are asking the user to engage a little more in the relationship with us, for example by requesting an offer or by booking a free lesson or signing up for a webinar. In this way, we will acquire their contacts.
For this type to work, the most suitable ad goal is Conversions, but traffic can work as well and – in the case of offers – interaction with the post can also have good results.
If you know that your target uses Facebook mostly on mobile devices, try using the Lead Generation goal. This format allows you to build a form that the user can then fill out while staying on Facebook. In addition, this form is pre-filled with the information that the user has entered on Facebook – name, surname, email, telephone number… – in order to make data entry as less boring as possible for the user.
We have reached the bottom of the funnel, finally!
Yes, we are in the tightest part, in the decision phase. That is the moment in which you can offer users a product or service to buy. To the contacts we acquired in the previous phase, we offer a product relevant to the contents in which you have expressed interest.
For those who have already purchased, we offer a new or different product or an upgrade to the previous product. Here too, therefore, as you will have understood, retargeting comes into play, which in this case can take advantage of the personalized audiences that are created from your own mailing lists.
And you can also try to create a custom audience of people who have interacted with the posts and ads on the Facebook page in the last 15-30 days.
And another thing: remember that to have satisfied and loyal customers, you must also be present in the after-sales. In the meantime, answer the questions, comments, and any reviews. And then continue to create quality content for them too. A happy customer is the best advertisement you could ever want.
Keep in mind, of course, that this is a basic framework from which to experiment with ads. But then, by experimenting, you will have to analyze your results and understand what really works for your business.
Now if you want to do some experiments, you can do it yourself by paying attention because you can easily burn a lot of money without having any return.
Or if you prefer you can ask us. Go to (website link) and request a quote to support you in managing your Facebook Ads campaigns