Every time I learn something new in the world of Social Media, I always share it with you first and this is no exception.
If you were on my recent online training you know about it already, but I wanted to make sure you have anchored it in because this is not only going to get your Facebook Ads to convert but it will also help you successfully promote your business in Facebook groups.
I recently read a study that said 80% of all Facebook Ad campaigns fail.
This is coming from Digital Marketer, one of the foremost authorities on all things Social Media. And those used to be their own stats until they turned it around.
On the training I shared with you that the reason why your ads are not converting might be two-fold.
1.) They are not set up right.
2.) You have not fully considered who your person is and that there may be more than one.
That is what I want to talk to you about today. These ad campaigns fail because they are too broad addressing a generic ideal client profile (sometimes also referred to as a “persona” or “client avatar”).
The conversion rate increases dramatically when you consider that you potentially have more than one ‘buying personas’ on your hand.
What do I mean by this?
For example, let’s say,…
You are a health & fitness coach and you are targeting women ages 30-49 who have a desire to improve their health. Now that is a fairly broad or generic description of your target market, would you agree?
So you want to get a bit more specific, identifying who is this woman, what are her needs and how can you provide a solution.
- Is she a busy stressed out corporate executive who works long hours and is looking for an efficient exercise routine?
- Is she a working mom who wants to put healthy food options on the table and is looking for recipes that are quick to turn around?
- Is she a woman who wants to shed excess weight and get back into a fitness regimen?
Would you agree that you’d talk to each of these women differently if they were sitting in front of you?
It’s no different when you target them with a Facebook Ad. To capture all 3 personas you would create 3 different ads and you would probably also target different pages.
Before you run an ad consider who are your ‘buying personas” and what kind of “hooks” (= incentives or benefits) you can come up with that promise a solution to their problem so they’ll click on it.
Always remember when writing your ad copy it is about the person you are speaking to. It’s not about you.
- You are addressing 1 specific NEED they have
- You are PROVIDING 1 specific solution to this need followed by
- A distinct CALL TO ACTION that tells them exactly what it is you want them to do next. (For example DOWNLOAD, SIGN UP, LEARN MORE,…)
At the end of the day your copy comes down to this simple formula which has to be directed at the RIGHT person.
The above is not just true for your Facebook Ad but also for how you promote your business in Facebook groups.
Think about it for a second: We are not the same, we are individuals with different NEEDS, WANTS and OCCASIONS….
So if you write a generic post where you just address one of your personas and post that same post in 10 groups in the span of 2 minutes not only are you missing out but it also looks like you have no real interest to engage with your audience.
NO JUDGEMENT here, I’ve done it when I first started out but I do know better now and I want you to know this as well.
Remember, people come onto Social Media to be SOCIAL and not to be sold to.
It’s about building relationships and establishing trust. People buy from those they KNOW, LIKE and TRUST.
You see where I’m going with this? If you have a habit of just driving by without engaging then how can you establish this kind of a relationship with your audience?
Instead of doing a quick pop-in in 20 groups 3 times a day, try this:
1. Pick 4-6 groups that really resonate with you.
2. Show up not just on the promo days but offer value every time you are there, help people out and start conversations.
3. Fine-tune your posts for each group, so they are aligned with its tone and culture.
4. Think about WHO you are addressing in terms of your ‘persona’ and make it personal.
It’s a sure fire way to stand out from the crowd.
Trust me on this one. It’s what will set you apart from the many others in your field.
Try it and let me know in the comments below how you are getting on.
Much love,
Simona
Simona Ksoll is a brand marketing strategist & business mentor positioning coaches and entrepreneurs to stand out in a crowded marketplace so they can become visible to their audience and grow their business. Follow Simona on her official page and join her private Facebook Community to connect with entrepreneurs from all over the world.