Most people use Facebook, making it the third most popular website in the world with 25 billion monthly visitors.
Why do you care?
If you are a marketer, advertiser, business owner, or you just need to get people’s attention, then you know being able to get in front of that many people is a big deal.
But a lot of businesses either don’t do Facebook Ads, or they do them wrong.
I’ve been working with Facebook Ads for the last year, so I don’t expect to be able to tell you everything I know about them today in this one article, but I do want to give you a brief overview of how they work for businesses.
Let’s look at a simple example first - selling a product.
You’ve seen Facebook ads that basically say, “here’s my product. Click here to buy it.” I know I’ve seen many of these from that online store Wish.com.
That’s the most basic form of Facebook Ads. The Facebook Ad takes the user from Facebook directly to a store page, the user puts the item in their shopping cart, and then checks out.
For low priced items, this is a pretty decent way to use Facebook Ads to sell your stuff, but for service-based businesses - businesses that ask their customers to spend hundreds or thousands of dollars - Facebook Ads need to be a bit more complex.
It’s pretty difficult to get a customer to go from Facebook to handing over hundreds of dollars, so a service-based business will have a longer customer journey.
In online marketing, we call this customer journey a “marketing funnel.”
Here’s how a marketing funnel works with a service-based business using Facebook ads.
Typically, your Facebook Ad will not do any selling.
That’s right, the purpose of your Ad is not to sell anything. Instead, your ad will probably give something away for free. We call this a “lead magnet.”
A lead magnet can be something like a free report, online training video, or anything else that gets somebody to give you their contact information in exchange for it.
You are basically trading your freebie for their email address or phone number so you can contact them later.
Once your prospect gets your lead magnet and hands over their contact information, you begin a lead nurturing sequence.
In practice, this is often a series of emails that are sent to the lead over a period of a few days. These emails are used to educate the prospect on your services and build a relationship with them.
If the lead is ready to buy, they might reply to your email which leads to a phone call. Then you can close the sale.
But if the lead isn’t ready to buy, you have to continue nurturing them. This means sending emails to them every few days until they are ready to buy.
This part is important to get correct. If you just send emails saying, “hey buy my stuff,” the lead will unsubscribe and all your work will be for nothing.
Instead, you need to continue giving value to the lead. This means sending emails that aren’t necessarily sales emails, but are content emails that are valuable to the reader.
This puts your business’s service at the lead’s “top of mind awareness.” This means when they are ready to buy, they are thinking of your business.
And because you’ve given them so much value in the emails you’ve been sending, you’ve not only helped them and developed a relationship, but you’ve also demonstrated your expertise meaning the sales process will be much quicker.
This is related to the concept of positioning which I’ll cover more in a future article.
And that’s the basics of using Facebook Ads for service-based businesses. I like to call this Facebook lead generation.
If you have any more questions about using Facebook for business, feel free to drop them in the comments below and I’ll help you out.