Set yourself up for success with Facebook ads
Before you jump right into spending money on Facebook ads, organic marketing is the best way to validate your offers with your audience before you start with ads. Knowing what your audience will put their hand up for with a track record of organic sales sets you up to accelerate growth through paid traffic strategies. With an offer you know people want to buy from you, Facebook ads can help you accelerate your business growth by consistently reaching more people than organic marketing or reliance on content going viral will.While Facebook ads are still the easiest way to reach your ideal clients on Facebook and Instagram, it’s not as easy as it used to be. You definitely need to have a strategic approach to get the most out of your ad spend.If you want to learn proven Facebook ad strategies to consistently grow your business with high quality leads head over to check out ADvisory
What offers are part of your customer’s journey to work with you?
When I create new Facebook ads campaigns I always know the plan of offers along the customer journey so I’m confident Facebook ads will be profitable.It’s rare for an offer to be profitable from ads to a cold audience straight out of the gate. It does happen, but it’s more of an exception than the rule.For this reason, your funnel must have different priced offers or ways to work with you that new leads can purchase that suit their stage so your investment in lead generation is recouped soon after they’ve opted in and anything they purchase from you afterwards is pure profit.
What lead costs can you expect from Facebook ads?
Let’s start with what it might cost to find leads on Facebook and Instagram. Lead costs can vary depending on your offer, especially if you want quality leads, that is, people who will buy from you again and again.
You won’t know what your lead costs are for your offers until you start running ads, but as a guideline, you might expect webinar leads to cost around $10, freebie lead magnet leads to cost between $2 to $6, and if you’re running a challenge leads could cost between $5 to $10 per lead.
This is an upfront investment to get new leads entering your sales funnels from your advertised offers.
If you plan to spend between $200 and $1000 every month to get 100 leads into your sales funnel, wouldn’t it be great if part (or all) of this cost was offset right at the time your new lead opted in?
This is when you want to include an irresistible tripwire, order bump and upsell offers to pay for your ad spend so anything purchased after opting in is more profitable.
When someone purchases from you they become a customer and existing customers are more likely to purchase from you again in the future. Buyers buy again which means you’ve got an engaged warm audience who will most likely want more.
What makes an upsell an easy yes?
When you’re using ads to expand your reach and attract new potential clients to your business, you don’t want to rely solely on sales from your signature offer to generate all of your revenue to cover your costs, pay yourself and make a profit!
Until you’ve built your list and have a warm audience of enough people who’ve engaged with your content, your offer will be in front of people who’ve never heard of you, don’t know what you do and don’t know why they should buy from you.
You’ve got to persuade an ice-cube-cold audience it’s a no-brainer to find out more about you and how you can help them level up.
That’s ok, as long as you have an offer they want and your upsells are an easy yes for them you can make back some or all of your ad spend from your Facebook ads.
Don’t make the mistake of creating an upsell as an afterthought.
Oh no, no, no, don’t do that!
The mistake many people make is creating their lead magnet first then their upsell.
You need to think backwards from the higher priced offer that you ultimately want people to buy and is the most profitable.
Every step your new lead takes after opting in for your lead magnet has to be intentionally created to solve a small problem, then another small problem, that actually creates a strong need and leads them to purchase your ultimate offer…
Like opening their favourite tub of ice cream…
Once they taste the first spoonful, it’s hard to say no to another spoonful.
What is a tripwire?
A tripwire in online marketing is a paid offer straight after opting in for a free lead magnet. It’s typically an offer that is easy to say yes to and affordable so it’s a quick decision to purchase. Tripwire funnels are the best way to turn freebie seekers into buyers quickly.
You can always test different pricing to see what your audience is prepared to pay. The idea is the price of the tripwire will cover some or all of the cost to win new leads.
This is the flow of a tripwire funnel.