Last week at an in-person event I jokingly said that I keep going on about how people need to have their foundations in place before they spend money on Facebook and Instagram ads, so that’s what this episode is about.
I really want people to get the most from their ads budget and that only happens if you have all of your foundations in place.
So, what do I mean by foundations and what exactly do you need to have in place?
The first thing you need to know and remember is that Facebook & Instagram ads amplify. So whatever is already happening in your business and marketing will be amplified.
This is why I keep saying that your foundations need to be right and that Facebook ads can’t save your business. Whatever it is that you’re doing needs to be working before you spend money on ads.
Tune in to hear more
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Transcript
Welcome back to the new school of marketing podcast. I’m so grateful to you for tuning in. Before we dive in I would love to pay respect and acknowledgement to the palawa people of lutruwita who are the traditional owners of the land on which my business operates and pay my respect to their elders, past, present and emerging.
It’s the start of the school holidays here in Tasmania, which is always a tricky time for any parents running a business. This is my second round of school holidays and my daughter actually wanted to go to the school holiday program which makes things significantly easier for me. She just loves spending time with friends and learning new things. And my son is usually at daycare three days a week so there’s no real change for him.
If you’re a parent and juggling school holidays and work, I feel for you. It’s not easy but I’m so grateful that I get to choose how I spend my time during school holidays and I’m not forced to send my kids away. It really is a privilege and I’m also lucky that my daughter chooses to go to the school holiday program.
Anyway, last week I had the opportunity to host an in-person workshop where I spoke about using Social Media for ROI, not burnout, which was really fun. During this workshop I mentioned that we don’t have to keep reinventing the wheel and we can reuse and repurpose our content. You have to keep saying the same thing over and over in different words in a way. I jokingly said that I keep going on about how people need to have their foundations in place before they spend money on Facebook and Instagram ads, so that’s what this episode is about.
I really want people to get the most from their ads budget and that only happens if you have all of your foundations in place.
So, what do I mean by foundations and what exactly do you need to have in place?
The first thing you need to know and remember is that Facebook & Instagram ads amplify. So whatever is already happening in your business and marketing will be amplified.
This is why I keep saying that your foundations need to be right and that Facebook ads can’t save your business. Whatever it is that you’re doing needs to be working before you spend money on ads.
The second thing I want to mention is that while a lot of this episode is also applicable to an ecommerce business, what I’m talking about is mostly focused on online courses, coaching and service providers. I will talk about funnels and lead magnets, which are somewhat applicable to ecomm businesses but my main aim is to support service providers and course creators.
So let’s look at your foundations, how do you know that you’re ready for Facebook ads?
1) Your offer already converts and sells
The first one is to make sure that your offer already converts, and when I’m speaking of an offer I talk about every offer in your funnel. From your free download, webinar or other lead magnet through to your paid offers.
If your current offers aren’t converting you need to figure out why and address that first before you send more traffic to it. Have a look at whether you currently have a traffic issue or a conversion issue?
2) You have launched before and your funnel works (but you’re struggling to replicate the same success)
This one isn’t totally necessary but it does really help of you have some solid data, otherwise your Facebook ads for your launch turn into a market research exercise rather than a proper launch.
So ideally you have launched before and you know that your funnel works. You know that each part in the funnel does what it’s designed to do and at what level. You know that if you add people into your funnel that you’ll reliably convert people into buyers and at what rate.
Of course there will be some changes as generally organic traffic converts at a slightly different rate than cold traffic, but if your funnel does a good job of nurturing people you’ll be able to see sales come out at the other end.
I’m making it sound rather impersonal and machine like, but don’t forget that you’re attracting people. Real human beings. Facebook ads and launching is glorified maths really, it’s a matter of what you put in at the top and can expect come out at the other end, but it’s what happens in the middle that really counts. That’s where the magic happens and you change them from subscribers to buyers.
3) You know your audience really well and how you can solve their problems or ignite their dreams
This next one is really important. You absolutely need to know who your audience is and how to best speak to them. You need to know who they are, what their problem is, or what their dream is so that you can present your offer to them in a way that compels them to take action.
Knowing your audience helps you create the right offers, both free and paid, plus it also helps you create your messaging in a way that attracts them.
4) You want to scale but are stagnant
And lastly, you’ll know that you’re ready for ads if you’ve launched a few times but are struggling to grow your launch because your audience is not growing. Scaling your launch often comes down to growing your audience and attracting more people into your network.
To scale faster it’s important to get more traffic and more leads faster and organic social media often takes longer. Facebook & Instagram ads can speed up the process of bringing in leads and thus scaling your launch faster.
Of course there are other parts that are just as important. For example, you should already have your Pixels installed, your landing pages should be optimised, you have a budget for your ads etc.
But all of these things don’t matter as much if your offer isn’t actually already selling. They’re just technicalities.
In a nutshell, if your offer is ready, your funnel is set up and you’ve tested it a few times so you know that it works and people convert to buyers you’re ready to invest in Facebook ads to scale your launch.
Now, I want to add one more thing.
You may be ready to invest in Facebook ads, BUT you may not be ready to work with an ads manager and fully outsource your launch.
If your offer is under $500 you’re much better off running your own ads if you want to keep a portion of your revenue from your launch. Your advertising budget will be able to get you a return if your funnel does its job, but outsourcing would put a strain on that and you might not be able to make a profit from your launch. A good ads manager charges a significant amount of money and you generally need a 2 to 3 month lead up to a launch which would add to your advertising budget.
I generally don’t take on clients with an offer under $1000 because it can be rather tricky to actually make them money from a low ticket offer and they’re much better off running ads themselves.
I also think the DIY route is a better option if you’ve never advertised before. Or at least a done-with-you option, so that you know what’s involved in running ads and you have an idea of what to look for in a good ads manager.
All up Facebook ads can really help you scale your launch and bring you a ton of leads. In fact, one of my clients just had their biggest launch yet and over 82% of their leads came from Facebook.
If your offer is proven, your funnel is converting at a rate that you’re happy with and you have an advertising budget to support your launch I would say do it. You’ll learn along the way and can build upon each launch.
Thanks for joining me on this episode of the New School of Marketing podcast, I hope this episode was helpful and I can’t wait to share more marketing tips with you next week.
If you’re ready to take your business to the next level with Facebook and Instagram advertising, make sure you visit www.newschoolofmarketing.com to download practical free resources, plus subscribe to the podcast and never miss an episode. I can’t wait to go on this journey with you. Until next time, take care and market your business every day.
