Facebook AdvertisingSimplified

Why Facebook Ads● Anyone can get in the game - not just big brands● Lowest cost of advertising compared to TV, Magazine, Radio, Google, etc.● No other platform or advertiser has the information Facebook has on all of us

○ This is why Facebook ads provides the highest form of targeting than any other advertising

Why your ads aren’t working

No strategy - most are posting a photo and book now which doesn’t work anymore

No message or story

Not interesting or engaging

Not targeted to the right audience

No nurturing a relationship - asking for marriage when you haven’t even met yet

FACEBOOK IS A SOCIAL PLAYGROUND, NOT A STORE

Establish your positionKNOW >> LIKE >> TRUST

Engaging and enticing education

They meet you, decide if they like you, and build trust

Build value of what they will get from you

Make an offer to connect

Book and do business because you are friends now

Rules of the Game for Advertising Online● Read and get familiar with Facebook’s Advertising Policies

https://www.facebook.com/policies/ads/○ If you get shut down that’s it. Very difficult to get your account reopened without knowing

someone at Facebook.

● Your website and/or landing page must include:○ Terms of Use/Service ○ Privacy Policy○ Available at lawtog.com for purchase

All social media and online advertisers have these requirements

Educate yourself on your local laws (Canada requires double opt-in to email list)

5 Steps to an Effective Ad Campaign1. Targeting

a. Who is the client - Demographics, Behaviorsb. Where - Where do they live; Where do they hang out

2. Ad Designa. Headlineb. Descriptionc. Image/Video Design

3. Call To Actiona. Ad ----> Landing Page ----> Emails

4. Landing Pagea. Send them to your page or website for more specific information and value

5. Nurture & Follow-up a. Get emailb. Send email sequence

Objectives and ConversionsVideo converts best and is lowest cost

● BTS● Slideshow● Showreel

Best Objectives:

● Increase conversions on your website (Facebook targets users who take more action to sign up for your list or buy)

● Get video views (FB targets users who watch more videos)● Collect leads for your business (Get users to sign up for your magazine

without leaving FB, which is what FB wants!)

1. TargetingWHO is the message for?

● Age - teens, 20-35, 35-50, 50+● Gender● Life events - engagement, new baby, divorced, etc.● What type of shoot - personal branding, Fabulous 50s, high school seniors,

etc.● Where do they hang out? - Facebook pages, groups, brands and leaders they

follow● Where do they live - Don’t target everyone in the US if you only shoot in TX

This is why BOOST POST is not effective unless your target clients are your fans.

1. Targeting - Audience (Location, Age, Gender)

1. Targeting - Audience (Life Events, Relationship)

1. Targeting - Audience (Interests)

2. Ad DesignChoose from Photo, Carousel (multiple images), Video, or Slideshow

2. Ad DesignHeadline

Description

Landing Page URL

3. Call to Action on every contact1. Ad2. On the landing page3. In your email sequence

How to build the relationship:

LEARN MORE >> DOWNLOAD >> CONTACT US

Ad Landing Page Thank You Page/Emails

Promote CONSULTATION >> BOOK

4. Landing PageGoals:

● Entice so they want for more information (video and images)● Get their email● Educate by sending magazine and starting a nurture sequence by email

Bonus:

● Install Facebook pixel○ Even if they do not submit their email, you can send them more information through further

ads in Facebook

○ Visitors become warm leads and are more likely to take action because they are familiar with you now

5. Nurturing the Relationship - 7 Email Sequence1st contact: Introduce & Engage; Send what you promised (voucher or magazine)

2-5: Position you as the right choice (go deeper on WIIFM)

What will this type of shoot do for them (remember your targeting in 1)

Behind the Scenes of this type of shoot

About You & Your Team/Studio Tour

Client stories & Testimonials

Products and Packages

6-7: Hook & Sell with Powerful Call to Action and Offer - Voucher/Consultation

No ConversionsIf your ad is not leading to consultations one of these is off:

● Targeting is not correct for the shoot you are advertising (e.g., 20 year old model photo/video for 50+ shoot)

● Your ad is not engaging - test another image/video, headline, description, CTA

● Your landing page is not enticing - Show them good reason to want your PDF● Your email sequence is not offering enough value

If you are getting consultations but not booking

● Watch the sales intensive● Watch self value videos

Advanced StrategiesDefine your audiences and retarget them with more ads determined by where they are in your sales process

● Cold: Never been exposed to your business○ Use the lead generation strategy taught here

● Warm: Have watched a video, visited your website, click on an ad○ Show more engaging content and ads to get them into your email sequence

○ Create an audience from the Facebook pixel you installed on your website/landing page or from viewers of your video

● Hot: Current or former client, subscriber on your email list○ Upload your current database and show them new services, products, events, etc.

Bonus Tips● Ads can run on Instagram simultaneously, reaching 2 networks● Design your ad for the HUMAN, not your brand. Know their needs, fears,

desires and use their language. Show them, don’t tell them.● Connect socially and emotionally. Respond to all comments and questions.● If someone trolls your ad either delete their comment or respond

professionally. No negativity.● Tell a story. Start the story in the ad, continue it on the landing page, finish it

in the download and email sequence. Bring it full circle and connect it to your viewer/reader.

● A good ad budget is $5-$10/day. Change your ad every few weeks or month or when it stops generating new leads.

Facebook Ad MentoringJoanna Ziemlewski

WEB: Soulscaping.com

EMAIL: info@soulscaping.com

www.soulscaping.com/fbads