I see a lot of ads in my Facebook news feed. I’m sure you do, too.
Being that I create Facebook ads, I take a special interest in them. I check out the image, the ad copy and what happens when I click on the ad. And I pay special attention to what kind of offer is being made.
There’s a lot to take into consideration when you create an ad so in order to keep it short, and simple, I’m going to focus on a few campaign strategies you can use to bring more customers into your business.
Refer a friend
As the name implies, you can use Facebook ad campaigns to get your existing customers to refer one of their friends to your business.
It goes something like this: Create an ad targeting only your existing customers, or the people who like your page. Make them an offer giving them something in exchange for bringing their friends to your business.
While there are many different ways you can design this strategy, the important thing is to collect the email or Messenger ID of both the customer and their friend. Then you will be able to send follow up messages and turn them into long-term customers, instead of just a one-time deal.
Free Session or Trial
My mentor always says the value is created after the experience. What he means is if you let people experience your product or service first, you enable them to see the value of it and they won’t mind paying for it later.
You may think giving away a free session, or trial is too expensive, and yes, there are some people who are just shopping for the freebies. But you need to think about the lifetime value of a customer.
How long does a customer typically stay with you? How much income is generated during that time span from from that one customer? Is the cost of a free trial or session greater than the lifetime value of one customer?
With this strategy you need to have a good sales process in place so you can convert those leads into repeat customers after they experience your product or service.
Target Specific Life Events
Facebook allows you to target people based on specific life events such as getting engaged or birthdays. This is huge because, let’s face it, people are having birthdays and getting engaged every day of the year. The big question is how to appeal to them.
For people with a birthday coming up so you could easily run a campaign where the birthday person is free, or discounted, when they bring a friend, or group of friends.
Brides-to-be can’t get enough of the wedding planning stuff. Capitalize on that by offering them something helpful like a checklist or a list of area providers they can download for free. Get their email or Messenger ID so you can follow up with more questions and send them helpful hints.
With life event campaigns, there will be a fresh supply of leads every day so you should run them all the time.
If you’re not running Facebook ads in this day and age, you’re leaving money on the table. At the very least, Facebook ads are a low-cost way of getting your brand seen by thousands of people and more importantly, your brand will be seen by the right people – the people most likely to purchase your product or service.
If you are running Facebook ads but aren’t getting any traction, take a look at what you’re offering, especially if you’re in a highly competitive business. Try sweetening your offer, or making it more relevant to your target audience. Finally, utilize Facebook’s Audience Insights tool to gain greater knowledge into your existing customers so you can target people just like them on Facebook.
Click here to view my video “How to Create a Custom Audience in Facebook Using a CSV file” that can be used with the Audience Insights tool.