I Have seen many advertisers try to do a Facebook ads promotion and right out the door FAIL.
The thing is, with Facebook ads. If you are promoting an offer to "Cold Traffic." It's a hit or miss... Why?
1. The audience is not quite familiar with your brand (They don't know you)
2. The audience therefore doesn't trust you yet!!! (Trust is not given, it's earned!)
3. You are promoting an offer to a percentage of traffic who are not looking for your services. (Lets just face it, some people are not interested)
What happens if you continue to promote like that, you risk ad fatigue, & ad blindness!
This is an awesome example heat chart of a website that has a little data on where eyes are focused on on a page. Notice on the left, no one is hardly looking at the ads on the left.
There are some people who have random success with Facebook ads, but that tends to dry up eventually.
Create a Strategy Based Around Your Offer!
FIRST! You want to create TONS of value!!!
You have got to give value to people to gain their trust. Then give more value to people to start building good relationships with the audience so that you can present offers relevant to the information they were most interested in.
For an example... Lets say that you offer a 28 day Fit & Lean Challenge. This is how an ideal content strategy is used:
1. Present Video Ads to people on Facebook showing your gym, clients having fun and getting some great workouts.
2. Present healthy video meal recipes, workout tips from home, and any other type of useful information you can give that the audience can benefit from.
Now ideally when you present this content you want to stress where the content came from. So for example, if you gave them a green smoothie meal recipe on a blog, you want to educate them about the importance of signing up for your 28 day program where they would get a full meal recipe book that includes 48 delicious healthy recipes, 7 day meal plan, and grocery lists.
If this was a case study about how one of your clients lost 13 lbs within the 28 days and how many of your other clients lost anywhere between 10-15 lbs. You want to educated them that their results came from the 28 day program.
If you wanted to write a blog about a 30 minute ab workout, you want to let them know the importance that the 28 day program includes 27 different types of ab workouts, leg workouts, butt workouts and so much more!
Content Is Key!
Structuring your content around the offers you promote will help spike their "interest" into joining the program and you will start to receive organic traffic contacting you with questions regarding the program, price, schedule, etc...
As this happens it is important to give content heavy advice to your audience and measure the types of content people are engaging in most.
By doing so, you will spend less money on Facebook, while gaining more trust, and credibility with your brand. Facebook will reward you for this!
This is one of the key things that is missed when doing Facebook ads for most businesses. They want to jump right into the sale to an audience who is not quite ready to commit because that trust is not earned yet!
Trust is something that is developed over time through giving value, spiking interest, and providing social proof that your services are indeed legitimate...
You need to get my AIDA Formula! My AIDA Formula will indeed show you how to set up a KICKASS engagement Funnel with your Facebook ads.