Well first let’s talk about what you shouldn’t do:
- Don’t boost posts. Boosted posts tell Facebook you want the ad to go to people who are most inclined to engage with the post (like, comment, share). These are rarely your customers (they are bored people). It’s a waste of money.
- Don’t go straight into the sell. “buy my product / service” ads are expensive and are like asking someone who has never met you before to marry them. You’ll spend a whole lot of money and get very little (if anything) in return.
Now what should you do?
You want traffic – tons and tons of it. From that gigantic pool of new users you can then assess who your warm leads are and remarket to them. It’s that simple.
Now to not spend a fortune per click you need two things:
- Offer content that’s relevant to your customers – use a blog on your website as ‘click bait’. If you’re a hairdresser maybe “5 trends this Autumn” or “5 things you are doing that is ruining your hair”. A plumber? “5 daily mistakes you’re making that can cost you thousands in plumbing bills”
- Target your customers but don’t be too specific. Stick to gender, age and location. The more specific you are the higher the cost per click. You want 2p to 10p per click (so 2,000 – 10,000 new users a month for £200).
- Don’t get bogged down by the conversions and analytics – this traffic will have a high bounce rate and rarely convert initially. That’s not what we are doing here. This is their first exposure to you. 10% or so of these people will have a look around your website, and mainly more will come back as returning users.
- Make sure you have Google Analytics set up (ideally with conversion goals set up so you can see if people are contacting you more via email, a contact box or phone) and you’ll need a Facebook pixel to track the website data so you can remarket to them later (make sure you have around 35,000 page views logged before you start lead ads).
- A newsletter (with a big sign up button, and a pop up) will be great too – all those new users will sign up and then you can keep in contact and sell to them periodically.
- Make sure your blog pages are littered with internal links – you want to encourage people looking at your key website pages.
- Test, test, test – trial different content, see what resonates. A change in a blog can dramatically increase results.
Can’t be bothered? Let us do it for you. Social media traffic ads.