Posted by Scott Bywater in Facebook Advertising Sep 17th, 2014 | No Comments »

Got this question come through the other day (my response to follow)…

“What about using Facebook advertising for a networking / training event you want people to attend (and collecting the details of those who do attend on the night).

I get that advertising your group with a free opt-in is a good strategy to get their details and then later ‘sell’ your events etc to them, what about using FB advertising to get bums on seats for the event itself? Or do you think FB is not a great way to advertise an event?”

My response:

Before I give my answer, let me just say that ANY BUSINESS OWNER could be running events (and they’re a great idea).

If you’re a hairdresser, you could run events on how to style your hair.

If you have a clothes shop, you could run events on how to look your best or how to dress for success.

If you’re an accountant, you could run events on how to save tax, or how to cut down on paperwork by 85%.

Ok, now let’s get stuck into the specifics…

While I have seen people get “bums on seats” from Facebook for an event, they have been very savvy marketers… doing a lot of testing.

If you want to go down this line, here’s what I’d suggest:

Make sure you get registrations on the web page, and then market to them afterwards to get them to the event.

Why? Because you’ve got two hoops you’ve got to jump through:

1. Registration
2. Getting registrants to turn up.

BUT here’s what I’d recommend for the majority of business owners:

Send people to an opt-in page with a special report offer.

Follow up with a series of auto responder emails (perhaps with video) that lead people into a seminar.

Not only will this allow you to get more opt-ins of whom you can follow up later…

When people do register, they’ll be more qualified.

They’ll know your information…

They’ll like you…

& they’ll trust you…

And you don’t need to be a super-savvy marketer, you can let your
super-duper content speak for you.

Test both approaches if you like (they can both work), but that’s what
I’d recommend.

Got any more questions on Facebook Advertising?

Hit reply and I’ll try and answer them on an upcoming email.

Posted by Scott Bywater in Facebook Advertising Sep 16th, 2014 | No Comments »

If you’ve tried Facebook Advertising and found it’s not working
for you…

But Google Adwords does…

This is probably why.

Google Adwords is like the new world Yellow Pages.

Facebook Advertising is like the new world of newspapers, although
you can test far more accurately and start with less money…

Think about it…

With Google Adwords, someone is looking for what you sell.

With Facebook ads, they’re not.

So while if someone looks up plumber on Google, they’ll go to
your page… get your number and call you.

If someone does the same thing on Facebook, that’s unlikely.

Particularly NOT if you send them to your home page.

Use Facebook to build a relationship instead.

Collect their email address in exchange for something of value.

Build a relationship educating new subscriber to what you have
to offer.

Sell once you have built more of a relationship, and a greater
degree of trust.

Just like newspaper advertising, Facebook Advertising works…
only it’s way more targeted and cheaper to test.

But you can’t advertise in the newspaper the same way as you
advertise in the Yellow Pages.

And you can’t advertise in Facebook the same way as you advertise
in Google.

Got more questions about Facebook Advertising?

Just hit reply and I promise to answer them personally.

Posted by Scott Bywater in Facebook Advertising Sep 9th, 2014 | No Comments »

“Everything old is new again”

One of my clients just got back from a Dan Kennedy seminar
in the US and repeated the one liner above to
me.

It got me thinking about Facebook Advertising.

I’ve been spending evenings and weekends learning this stuff,
and while it’s an incredibly powerful medium and there’s lots of
nuances to it like retargeting, likes, frequency, ad fatigue, etc.
in essence success on Facebook boils down to 3
things:

1. Focusing on the right target market
2. Ads / landing pages with a good hook & copy
3. Strong follow up

Sounds remarkably familiar to the old forms of lead generation,
doesn’t it?

 

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