My ethos has always been to work with small to medium size businesses and to be able to show them how they can harness the power of Facebook ads without having to break the bank. And not only show them that Facebook ads can be affordable, but they can also produce a great return on investment and rapidly become a permanent fixture in an effective sales funnel – constantly driving traffic, leads, enquiries AND new customers / clients.
I offer Facebook campaign builds from £150 but, nine times out of ten, I don’t just work with a client on a single campaign. The first campaign tends to show the power and affordability of Facebook ads, and from there we develop their Facebook ad strategy and start to implement more and more campaigns, with varying objectives, to focus on audience build AND sales.
The Full Facebook Strategy Package that I have created has been borne out of the experience I have had with so many clients. Whilst each client benefits from a bespoke package, completely tailored to their business and their required outcome of Facebook ads, there is also a similarity in each, in terms of time span and campaign builds, which has enabled me to see a clear package emerge.
This is not a one size fits all strategy, and I recommend that all clients considering the Full Facebook Strategy Package have an initial consultation call with me first, but it does give an indication of the process that would be implemented over a three month period, as well as the costs involved.
So, what does the package include:
- Create and install your Facebook pixel
Having the pixel installed on your website is vital for running ads. No, you don’t HAVE to have it, but I would strongly advise against running any more than a Facebook Page Growth campaign without the pixel, as you won’t be capturing any audience data (for future use in retargeting).
- Create your (warm) audience website (so we capture who is visiting the website currently)
- Create your (warm) social media audiences (Facebook and Instagram)
- Create your (warm) contact list audience
- Create your lookalike audiences (these are the people that most closely match your warm audiences)
- Create a demographics audience (using information you give me that defines your ideal client)
Creating your audiences in Ads Manager means that you will be totally ready to fire up your ads. Your website audience, with the pixel installed, is grabbing the Facebook ID of every single website visitor and storing it, and I can’t tell you how valuable that will be to you.
And the lookalike audiences that Facebook can create are audiences whose demographics and interests are similar to those of your existing followers, and often prove to be some of the best “cold” audiences in terms of targeting.
A well built demographics audience can also be a game changer when it comes to driving traffic and raising awareness. If you have an understanding of your ideal customer (ICA) which can be based on age, sex, education level, job title, but even go as far as knowing where they shop, who they follow on line, what shows they watch, what magazines they read – then this all helps to build out a highly targeted demographics audience.
- Build a Facebook Page Growth Campaign
You can find out why I think this is such a great campaign here.
- Build a traffic ad campaign
If you haven’t had the Facebook pixel installed on your website for very long then a campaign to drive traffic is REALLY important. Facebook needs to understand the types of people that click through to your website. This process is often referred to as “seasoning” your pixel. A brand new, “unseasoned” pixel has never collected any date. So if you want your ad shown to people who are likely to click a clink, Facebook doesn’t know who those people might be. It’s basically guessing, which ultimately could mean that you end up paying a higher cost per link click.
- Build a conversion ad campaign for your chosen lead magnet (with the conversion being reaching the thank you page)
I’m a huge believer that Facebook ads are not a standalone solution – they should form part of your sales funnel. And the other key element of your sales funnel should be email marketing. Therefore building your email contact list is essential, and something that Facebook ads are well equipped to assist you doing.
Having a lead magnet that offers value to your ideal customer is the ideal way to bring new contacts to your list.
Creating a conversion ad campaign, that effectively promotes the lead magnet, will bring contacts that may previously not have known about your business and offers you the opportunity to nurture them through email marketing and take them on the path to becoming a customer.
- Build a traffic campaign specifically for your product / service / membership / programme
- Build a conversion ad campaign for your product / service / membership / programme
In the third month, this is where we would focus on the specific “thing” that will bring in revenue. Very often that’s a tripwire product (an irresistible, low cost product that is sold with the main purpose of converting a prospect into a customer, and leading into a higher priced sale). However, it can be a product, service, membership, course…
Driving traffic to the specific product / service is essential, partly to build a specific audience for retargeting, but also to ensure that you are raising awareness of that specific thing.
From there, creating a conversion campaign will drive the purchases and offer the opportunity to see the true return of the ads in terms of what is spent on Facebook to achieve each sale.
The end of the three month package period generally doesn’t mean the end of our period working together. From here we would assess the next stages, look closely at the analytics to understand what ads and what audiences performed best and create an ongoing strategy to keep building on the momentum of your Facebook ad success.