Coffee Break, Funnels & Ads
Grab a coffee and dive into these marketing and sales funnel strategies + tips to help you grow your freedom based business.
FACEBOOK™ ads are a fantastic option for business owners looking to advertise because they’re cost-effective, relevant, and interactive! However, it can take some serious fine-tuning and know-how to get them to work how they should. And, with every other part of running a business on your plate, it can be easy to ditch a non or underperforming FACEBOOK™ ad for something more familiar.
You started advertising on social media to get more consistent leads… not to throw money at an ad only 4 people have interacted with — right? Well if that’s where you are, don’t worry! There are a few common (and correctable) reasons your FACEBOOK ads aren’t bringing consistent leads into your business.
You’re using the wrong campaign objective:
Under the term ‘FACEBOOK™ ad’ there are actually 9 different campaign types to choose from! Selecting the right objective for your campaign is critical because it determines who sees the ad and how it’s set up. FACEBOOK™ places your ad in the newsfeeds of people that are most likely to take action based on the objective you select.
You can choose from:
- Page Post Engagement
- Page Likes
- Clicks to Website
- Website Conversions
- Video Views
- App Installs
- App Engagement
- Event Responses
- Offer Claims
Choosing the Page Likes will drive people to your FACEBOOK™ business page and encourage them to ‘like’ it. This is a relatively small ask of someone and can be a great place to start if your company page is brand new. However, this kind of campaign doesn’t drive traffic off of FACEBOOK™… meaning there will be no real incentive for people to get into your sales funnel! Page likes rarely translate into a constant stream of leads.
To get a constant stream of leads from your FACEBOOK™ ads, you’ll want to drive traffic off FACEBOOK™ and directly to your sales funnel. Clicks to Website and Website Conversions both sound like they could be the way to go for that objective, so Digital Marketer.com recently did a test to see which was more effective. Website Conversions won hands down by increasing leads 5x over Clicks to Website. You can check out the study here. Just remember to add your base FACEBOOK™ pixel with a standard event to your landing and thank you confirmation page to get the most accurate tracking results.
Your creative isn’t scroll-stopping:
On average, FACEBOOK™ users spend approx. 20 minutes a day on the platform — but it’s not all at once! We’ve gotten in the habit of pulling our phone out to check out a notification or two, see a funny video, and then go back to what we’re doing. Because of that short window of time, the FACEBOOK™ ad creative is paramount. Not only does it have to meet all of FACEBOOK’s rules (found here), it has to be enticing enough to stop someone mid-scroll. Think about the last ad you stopped for… what made you stop? What was the image? Did it have text on it? The creative is the first thing someone sees as they’re scrolling by, so it has to grab attention.
Your copy doesn’t connect:
Ah… writing. It’s rare for a business owner to say — that’s my FAVORITE task! But even though it may feel like you’re back in high school, the ad copy is extremely important to focus on.
If your FACEBOOK™ ad isn’t pulling in the leads you want, think about who your copy is talking to. Does it use the language your ideal client would? Often when we’re uncomfortable writing we take a really formal approach — but ads don’t have to be formal! They should speak directly to who you’re targeting.
No matter if your ad copy is long or short, it should be immediately compelling — just like your creative. Does it hook readers as they scroll by? Or ask them an intriguing question? Your copy should prompt immediate action from your ideal client as they read it.
Once you have the body of your copy nailed down, don’t forget to check the headline. That is what appears directly under your ad creative — and it’s likely one of the first things a scroller will read. Make sure it’s clear (more clear than creative) and attention grabbing.
Your targeting missed the mark:
FACEBOOK™ advertising lets you drill extremely far down into your target audience. You can choose age, gender, country, likes, interests, etc. It can get really tempting to work up your ‘dream’ client in the targeting section. While everything should be done with them in mind, remember that a little bigger pool gives you more opportunity to land leads. Consider what’s essential for them to be your ideal client. Do they have to be a female entrepreneur? Great! Select female — but maybe they don’t HAVE to like the top influencer. Take a look at other interests and influencers as well!
Be prepared to set up multiple audiences and run tests. It’s unlikely you’ll hit the perfect audience out of the gate, so try different audience combos until you find one with the most interaction. Keep in mind that this can change based on what your offer is as well.
Your ad isn’t relevant to your audience:
This can mean two things: you have an audience that tested high for one offer but doesn’t seem to be into this one, or your offer doesn’t cater to your ideal client at all.
As you’re crafting your offer, make sure you’re asking who will be using it and how to reach them. Not everything you release has to be for your ideal client or for the same audience, but make sure you’re changing your target audience based on your offer.
Once you think you have it nailed down, check your relevance scores in ad manager. You receive a score between 1 to 10 after 500 impressions have been reached, and you should be getting at least a 7. Getting lower scores means the targeting, ad creative or copy are off the mark. Plus, lower relevancy scores also increase your ad costs!
You don’t have a strong CTA (call to action)
What is the whole point of your ad? What do you want people to do right away after they interact with it? If the answer to that is not clear to you — it definitely won’t be clear to your scroller. Check out your ad copy and landing page copy to be sure the next steps are crystal clear. Compelling copy can get them to stop, but if they don’t know what to do after they stop you still won’t grab the lead. Don’t be afraid to have a direct call to action — Download now/click here/grab yours here all encourage the reader to do something once they’ve stopped on the ad. If the offer is targeted to them and it’s something they find relevant there’s a high chance they’ll act on your call.
You set it and forgot it:
FACEBOOK™ ads are not the crock pot of the marketing world. They need to be checked in on regularly to make sure they’re performing as expected! It can take some time to see exactly what’s resonating with your audience and what audience is responding best to your offer.
As you test, be sure to only test one thing at a time — otherwise you won’t know where the leak was! Start with creative, then copy, and then audience. You can also create multiple ad sets with different audiences so you can see if certain ones respond to different copies or creatives.
Don’t throw in the towel! This is all part of the process.
You don’t give it enough time to optimize:
Also, FACEBOOK™ pixels take some time to warm up and get seasoned! They’re built to learn who is likely to take action and who is not — saving you time and money in the long run. Advertising on FACEBOOK™ is not a short-term game. The testing process and period takes time to perfect.
Your landing page doesn’t match the message in your ad:
So you stopped a scroller, grabbed their attention, and got them to click on your link — yay! But now where do they go? If your landing page doesn’t match the message in your ad or doesn’t live up to their expectations, they’ll leave.
You can tell if this is happening by checking your click rate on FACEBOOK™. Are people flooding over to your website and then not taking action? Ideally, your conversion rate should be 25-30% at a minimum.
Look at your landing page with a critical eye. If someone ONLY saw your business from your ad and that landing page, would they get a good picture of what you offer? Is your offer clear on both platforms? Is your call to action obvious on the page you send them to from the ad?
Understanding and fine-tuning your FACEBOOK™ ads can be time-consuming and daunting, but don’t give up on it! They may be challenging at first, but they REALLY WORK. Seriously, how amazing would it be to get $2, $4 or even $10 back for every dollar you invest? It’s possible with FACEBOOK™ ads.
If this all seems a little too far out of your wheelhouse I’m here to help. Achieving a consistent stream of clients is not a pipe dream with the right strategic plan… and I can create that plan. Apply for a free strategy call and we’ll get to work!
>> BOOK A STRATEGY CALL<<
I know, the term ‘sales funnel’ shows up EVERYWHERE! Facebook groups, ads, and blog posts. It’s said to solve all problems, but what the heck is it?! it can seem like overwhelming tech jargon, but it’s actually rather simple with the right tools and it’s a total game changer for your coaching business. People swear by them for a reason! So let’s dig in…
Sales Funnels: Coaching Edition
Simply put, a sales funnel is the journey a potential client takes from the moment they first see your content or website through when they become a paying client. The best sales funnels make this process super simple for the client and require as little effort from them as possible.
Let’s say someone saw an ad for your business on Facebook. Your free offer (a PDF checklist for supplements) made them curious, so they clicked over to find out more! After all, there are SO many kinds of supplements out there. The ad takes them to a landing page where they’re able to download the handy-dandy checklist and learn more about you. Once they enter their info, they’re redirected to a page that offers a 1-on-1 call with you to discuss their health goals and supplement questions. After watching your brief video and learning about the call, they bite and enter their credit card information! Awesome, right?! Plus, this all may have happened while you were sleeping or hanging out with your family.
Basically, when people buy from a coach, they need to know, like, and trust them, right? Well, the right funnel allows them to get to know, like, and trust you prior to your “ask”. It allows you to interact with the potential client without physically having to get involved (yet). That saves you time, earns you money, and puts qualified leads directly in your inbox. This allows you to continue to communicate with the potential client and invite them to work with you. It can also become more complex with upsells and downsells, as well as multiple levels of premium package offers such as webinars, packages, or events.
All in all, a sales funnel in a coaching business is used to generate awareness, nurture the relationship, and build demand for your service or offer. Moving a customer through the funnel consists of strategically planned steps that educate them about your offer while building trust (and awareness).
As they move through each step of your funnel, a number of prospects will drop off. This is normal and good because it weeds through the clients who wouldn’t be a good fit. But the right sales funnel retains client’s who can’t wait to work with you! read more…
Picture this: you’re scrolling through your Facebook newsfeed and a video of people tossing their phones across the street and then picking them up to reveal no damage starts playing. You stop and watch it, even for a second, right? Why? Maybe because you just dropped your phone yesterday (guilty), but mostly because videos are engaging. In fact, they’re far more engaging than images or text. Videos immediately make a connection and give a coaching business a platform to tell their brand’s story in a compelling way. This is vitally important for any online coaching business, but increasingly so for those just starting out. Especially when trying to build a following and an email list.
In the attraction phase (getting eyes on your new brand), you want to convert as much cold traffic into warm traffic as possible. Why? Because warm traffic is far more likely to engage with your content and eventually purchase your product or service.
Engaging videos help with this goal because they snag cold traffic and are more likely to keep them watching. Facebook track and records this action, so you can quickly retarget people who have watched your videos, turning them into warm traffic. You’ve already established that they are interested in your content because they have watched your video so your marketing dollars are being put to the best use possible. Plus, by using your video to promote your opt-in, you’ll also build your email list!
New research confirms the suspicion that videos are the way to go. In fact, Tubularinsights.com predicts that over 80% of internet traffic will be video driven by 2018… 80%! Facebook is not one to be left behind (as you may have noticed) so they’re putting a lot of emphasis on the medium by making it easier than ever to get interaction on your videos. They’re doing this by preferring videos in their organic reach algorithm, and with a super low ad cost per video view. According to DigitalMarketer.com, that phone case video is likely only costing the business between $0.01 – $0.06 per view!
Not All Videos Are Created Equal…
But not all videos are created equal, so let’s dig into the best practices of Facebook video marketing:
- Upload your video directly to Facebook instead of linking out to another video sharing platform. Youtube has its time and place, but this is not it. As Forbes recently noted, a Facebook video now has 10x the reach of a Youtube video.
- Create a hook. What about your video is going to make someone stop scrolling? While videos automatically play, the user has to pause on the video for at least 3 seconds for it to count in your data. So think about a compelling hook AND thumbnail.
- Use Closed Captions. Let’s be honest… we’ve all scrolled through Facebook at work/in a meeting/during dinner. No matter how interesting the video looks, someone’s not going to click it if they’re supposed to be listening to a profit/loss report. In fact, Hootsuite reports that over 85% of videos are watched with the sound off! Utilize Facebook’s free closed caption feature so your message isn’t lost to someone taking a quick peek during desert.
- Do not make it too long. Remember, people have a short attention span. Shoot for short, punchy videos that last between one and two minutes. Longer videos between three and five minutes may work, but the longer the video the more chances there are for people to drop off. As usual – test, test, and test again. Specific niches and audiences may be different.
- Create multiple custom audiences in your Facebook ads manager account. This helps you test and fine tune your ideal client or viewer. Try separating out 50%, 75%, and 95% of video watched. Obviously, the more of the video they watched equals the more interested and engaged in your content they are. The 95% audience is the most qualified audience that you can retarget and create a lookalike audience from.
- A lookalike audience is simply a new audience that Facebook creates for you from the group of people who got highly engaged in your content (like that 95% group)! Facebook will look for other people with similar interests or behaviors and create a new audience for you to target. That new audience obviously has a WAY higher likelihood of loving your content than cold traffic… how cool is that?!
- Don’t stop there. Just like on a website, you never want a visitor or audience member to reach a point where there’s no natural next step. Once they’ve watched your video be sure to retarget viewers with ads that build on your original messaging and encourage them to take the next step. They should also already be in your funnel and on your email list.
What Content Should You Have In Your Videos…
That’s the logistical part of your video…. Now let’s talk about the content. Start to think about the feeling you want your audience to walk away with after they view your video. Hope? Inspiration? Discontentment? Create a compelling story in your video to evoke that emotional response.
- The hook. This is the all important 3 seconds – you need to grab their attention to keep them watching. You can start with a question “do you want…” or “are you ….” But make sure to bring attention to a pain point which connects with emotions and agitates their struggle. For instance, “Are you stuck in a soul crushing job watching as everyone else is able to make it out on their own?” This not only grabs their attention, it lets unqualified leads pass right on by, because it’s obvious what your message is relating to.
- The story. This is the “been there, done that, now I’ll help you” part of the video. Provide value, tips, and educate with your content while making it obvious that you know their struggle. It’s easy to see successful people and wonder if they really know what your struggle is, so if you’ve been there, take them on that (short) journey. This not only builds on the know-like-trust factor, it establishes your authority.
- The call to action. This part is so important because it invites them to continue on the journey with you. It should be the natural next step of the story you’re telling them. The hook gets them to stop, the story gets them to relate with (and trust) you, and the call to action gets them to act. This initial action should be very soft, meaning free content. One to two minutes is long enough to get someone invested enough to get a guide, cheat sheet, checklist, or free training, but likely not purchase a $997 course.
Obviously, Facebook videos are good for a lot more than funny cat moments, and they should be a critical component in any marketing strategy. Of course, Facebook videos can’t do all the work on their own. They need to be supported with ads and funnels to recruit viewers and convert them into customers. This winning combo attracts ideal prospects, increases visibility, builds your authority, and moves viewers through your funnel faster.