The Ad Trick That Isn’t Meant to Be Common Knowledge
The Ad Trick That Isn’t Meant to Be Common Knowledge
What we all are hoping to happen when our ad is published is for a steady stream of new leads to come rolling through the door.
Make the Ads Manager a distant memory that we only use to check some metrics.
But what if these leads don't come as expected?
You will go into disbelief that you have to go back to the drawing board and spend even more time on the Ads Manager.
How do you make sure this doesn't become your reality?
What Nearly Every Business Does with Their Ads That You Should Avoid
Everyone starts off heading to the same destination: getting more leads and sales.
Then you wonder what the best way to do this is.
Naturally you will take a look at what other people are doing for inspiration.
This starts the downward spiral. You end up making a carbon copy of what is all over the ads manager, just now with your business name on it.
Of course, starting from something is better than starting from nothing. Except the only change made is trying to show off how you do this long list of amazing things.
The issue isn't what you can offer, yet it is that you offer too much. This actually confuses customers.
They are not sure where to go and what to do. If we don't understand something, then we won't invest time and energy into it.
What Separates a Successful Businesses Ads From Everyone Else's?
They keep it simple.
They do one 1, and 1 thing only.
It is crystal clear to potential customers what they offer and how they can purchase or get in touch.
Those who want to buy know exactly what to do, and those who don't want to buy know so pretty quickly.
This is why it is called 'direct response marketing'. Be direct. Don't beat around the bushes.
To summarise: offer 1 thing and give people 1 contact method.
The Main Problems You Will Face with Ads & How to Solve Them.
Once you have come to terms with keeping it simple, you will encounter 2 potential issues.
The first is your threshold. How easy it is for people to say 'yes' to what you are offering. The mistake businesses make is having too high a threshold without realising.
Are people more likely to say 'yes' to a 30-minute Zoom call OR to watch a 5-minute video?
The answer is obvious.
We all lead busy lives. People do not give up their time and energy if they do not think it is worth it.
You must gradually increase the barrier to entry, so people are more willing to accept.
Remember this: build rapport to get people through the door.
Are You Implementing These Types of Lead Generation in Your Business?
The second problem is more unknown to most businesses.
It will likely stay unknown to most for years to come.
Most businesses will do this:
- Have their product or service.
- Advertise it.
- Ask for the sale or commitment immediately.
Some people may be interested in purchasing straight away, but the numbers will be small if any.
Is there a method that gets you advertising to only the interested people?
Yes!
You just make one small change. When you run your first ad, you only provide FREE value to people, e.g., an e-book, article, or video. You do not ask for a sale.
Everyone who shows interest in the FREE value, can be tracked by Meta.
Now you can run a second ad aimed at just these people.
Broad OR Targeted: What Should Your Business Do?
The strategy outlined prior is known as 'retargeting'.
If you ever see the same or similar ads on repeat all over your social media feed, you are part of a retargeting campaign.
This can be annoying for some, just remember to not use your barometer of what is good as the be all and end all.
The figures support this method getting more leads and sales.
This is something that was never available to us in the past.
You now have to options:
1. Stick to just 1-step lead generation and keep spending lots more money reaching out to people over and over again.
2. Utilise 2-step lead generation and focus your marketing budget on those more likely to buy.
If you are unsure how to go about this or just want a second pair of eyes on what you have got, then get in touch for a FREE marketing analysis today:
