Facebook® Ads are on everyone’s mind and are such a great way to take control of your online sales – but why is it that they work so well for some, and not for others?
Well – there are actually a lot of answers to that questions, but the one I want to focus on today is getting into the correct mindset. Facebook advertising is fairly unique in its context and if you are approaching it in a similar way to Google Adwords for example, you aren’t going to win!
The important thing to understand here is the customer journey – or funnel as you will often hear it referred to. The funnel represents the different stages we need to move the customer through before we can make a conversion or sale.
Here is the basic structure of a sales funnel and the steps you take your customer through:
- Awareness – your customer has never heard of you before. Doesn’t know you, doesn’t care about you
- Consideration – they have now heard about you and it’s your job to make them want to buy from you
- Conversion – If you have successfully moved them through the first 2 phases of the funnel, then it should be relatively easy to make them buy!
So, why is this different?
Well, Facebook ads are what is called display advertising – Google ads (for example) are Search advertising. When you search for something in Google, you know you have the problem – you have already gone through stages 1 and 2, so when you find the product you are looking for to solve your problem, you are highly likely to complete step 3.
Facebook ads – and indeed any display ads – are different in that you don’t yet know you have the problem or desire for that product.
It is our job to get in front of our audience and take them through the funnel, one step at a time. We need to interrupt their precious scrolling time to make them realise they have a need or desire for our product.
And THIS is the mindset shift we need when advertising on Facebook. I’m really sorry to break this to you, but no one cares about your business!
So, how are we going to make them care?
Well, the great thing about FB ads is that they kind of do the job for us. With the power of the pixel and the ability to retarget, we can stay in front of anyone who has shown in interest in our business or product.
The first thing you need to do is install your FB pixel. Follow the steps in this blog post to pixel perfection!
Understanding the funnel concept and how to move our customers through it are what will take you from feeling like you are throwing money away to turning your sales on and off like a tap!
Are you ready to take your ads to the next step? Book a FREE 20 minute consultation with me to discuss how you could be making more sales!
Have you cracked the funnel system? Let me know below!