Updated: May 15, 2019
If you can't get attention, you've got nothing!
We see a lot of companies launch a solid funnel, have automation in place, a great up-selling strategy, retargeting campaigns ready, allocated have a strong budget and analytics installed...but they can't seem to generate top-of-the-funnel results. Why?
There is a general lack of understanding on two key concepts:
a) Not knowing how to target the right audience (understanding key demo)
b) Not understanding how to create a compelling attention-getter
On point A. If you are an established business, you'll invariably have email addresses of those who has purchased your product/service. Facebook allows marketers to use these addresses to create a "Lookalike" audience, so instead of trying to manually determine what your client profile is, Facebook will allow marketers to create a target audience that is virtually identical to those who have proven to want your product/service.
It does this by analyzing thousands common data points with a sophisticated algorithm which can correlate common interests, age, location, income, etc. This takes a lot of the guess-work out of trying to identify the common characteristics of your ideal audience.
If you don't have this information because you don't collect email addresses or you are a new business, you should definitely take the time to comb through your clients, profile them closely to determine who you should be serving ads to. It's an important exercise for every business, not just those looking to create Facebook ad campaigns.
If you're selling to the wrong people, you're throwing your money down the drain.
The 2nd part isn't as simple, however there are proven strategies for generating attention.
✓ An interesting visual: This could be video or a graphic, but with the white noise on Facebook, your first job is to be worthy of a brief pause.
✓ An interesting question: Something that earns an additional few "beats" of interest.
✓ A compelling story: The story about a struggle with this problem.
✓ A USP statement: Unique selling proposition for how your product/service resolves this problem differently.
✓ A Hook (CTA): This can be a financial offer, a free download, etc., but a call-to-action is required to create an effective campaign.
Advertising Creativity is an iterative process with a blend of imagination and metrics. We recommend running split testing on your ads with different messaging or visuals on a small (but equal) budget and determine which ad is creating the most conversion based on what your goals are.
For example, one ad may receive less clicks but generates a higher volume of leads than another that's more visual but less compelling of a message.
Like all iterative processes, this takes time, attention and patience. Some of our best producing ads didn't generate much traction in the early phases, but gained momentum which created tremendous results!