Does your local business need more paying customers? Need a proven Facebook ads strategy?
In this article, you’ll discover three different levels of Facebook ads your local business should be using and learn which content and campaign types work best at each level.
#1: Run Top-of-Funnel Facebook Ads to Educate Your Audience
Level one of this Facebook ad strategy is at the top of the funnel and focuses on education, audience-building, and engagement. It’s one of the most important parts of your ad strategy but it’s often overlooked.
If your business is in a local market, you have a finite group of people you can serve. Some of those people will be looking for a business like yours but most of them won’t. In any given market, there’s usually about 3% of the population that’s ready to buy what you have. However, there’s usually another 15% that needs what you have and is open to buying from you but they simply don’t know it yet or aren’t ready to pull the trigger.
Most business owners focus on the 3% that’s ready to buy. However, that other 15% is critical to your business and they’re typically not being excited, engaged, or nurtured long-term. That’s what level one is designed to do.
#2: Run Facebook Ads to Present Your Offer
The types of campaign objectives you’ll use at this level could be the lead generation objective for Facebook lead forms, conversions, traffic, or messages, if you’re using Messenger lead generation.
Level-two ad campaigns are based on your Facebook pixel and are all about your offer. It’s the way your products and services are packaged and presented to get someone to engage, opt in, and convert. The karate school gives people the first month free along with an amazing karate uniform. That’s all they need to offer to really engage these potential prospects.
Your focus at level two should be on conversions, cost per lead, and cost per event (such as someone scheduling an intro class for the karate school, a call, or an appointment).
The types of Facebook ads you present at this level depend on what happens in level one.
The wellness and well-being type of parent has consumed content about that so the karate school knows that matters to them. The offer needs to be presented in a way that connects the dots. The messaging and verbiage should talk about the child’s well-being. When presenting the offer, you’d want to choose ad creative that evokes that feeling.
For those parents who are focused on an activity but not necessarily karate, you could do some type of comparison between the different sports. Show a child in karate versus a child in another sport and share the benefits the child in karate is getting.
For parents already interested in karate, truthfully presenting the offer directly to them could be exactly what you need to do. It doesn’t work for everyone though, so you really need to think about this in a one-to-many marketing mentality.
#3: Retarget Your Leads With Facebook Ads
Level three of this Facebook ad strategy is focused on retargeting people who’ve visited your website or engaged with you on Facebook or Instagram. Based on the actions they’ve taken, you engage them this final time. Level three is designed to scoop up any of those leads who were potentially missed along the way.
These ads circle back around to say, “Hey, it looks like you forgot to finish signing up for your free month of karate school for your child.” The messaging focuses on a sense of urgency, exclusivity, validation, and reassurance that taking your offer is a good move for them.
Extracted from the publication of Allie Bloyd on Social Media Examiner