No matter what you do, you should start by maximising your options.
So let’s say you want to start getting clients.
You have an accounting practice.
Rather than picking just one niche, you pick several.
You write decent, although they don’t have to be the best, sales letters for each…
And you see which one works best.
Then once you hit a winner, you zone in on that.
Same goes with Facebook ads.
Create a campaign.
Perhaps some content to send people to from your initial ad…
Which you can retarget people back to another ad to get people to join your email address…
And a follow up campaign to get them to purchase your initial product, or to book a meeting to discuss your services.
But go broad with your targeting.
Create a dozen target markets. Run similar ads to each.
Then work out which targets work best.
Based on the 80/20 rule, 3 of them are likely to get the best result.
And then you can zone in on them, to leverage the winners.
Of course, depending on your business, FAcebook may not even be the best place to start at all.
I was chatting with a friend the other day about Facebook ads, and it became quite clear many people don’t understand the difference in advertising to prospects at different stages of the funnel.
The way you need to think is based on trust.
Yet most people are only advertising to people with zero trust – and there are other ways to get your message across with a higher potential return on investment.
For instance, upload your existing clients as a custom audience…
And then sell other things to them.
For example, let’s say you’re an accountant and you have a new insurance service.
Why not offer that to your existing customers via a custom audience ad you’re only paying for your clients to see.
Or here’s another one.
What if you had a gym membership…
And some people had cancelled.
Why not upload a list of everyone who has cancelled, and make a special Easter offer to sign back up without a joining fee.
Or how about all those people on your email list who have never purchased anything, but have clicked on your links about mens jeans (if you’re an ecommerce store)…
Why not promote a special offer on mens jeans?
Remember, you don’t only have to only advertise to cold prospects.
You can go warm too.
I heard something for, it must have been the 27th time the other day.
It was a real ‘aha’ moment
But the previous 26 times I thought nothing of it. It hardly even registered as important.
And truth be told, it was really simple.
In fact, a lot of the things I’m learning right now are dead simple.
But they are aha moments.
Like I’ve heard of the E-Myth, read it years ago, several times now…
But now I’m starting to implement it.
Likewise, I know about profit and loss, cost of good sold, etc.
But when you start looking at it every week, it pushes things to a whole extra level.
What does this have to do with marketing?
Well, you might know something as fact.
Let’s say you’re a web designer and you know the benefits of a new web site.
You talk to a customer once.
They don’t really get it.
Well, repeat yourself in follow up emails over and over and over again.
Use case studies to show how people are benefiting from new web sites.
Explain how slow load times can have an effect on how long people will stay.
Explain the downsides of old web sites on web site optimisation.
Keep coming up with multiple ways to hammer home your point, because eventually the penny will drop…
And your prospect will get it…
Or at least a percentage of them will…
And then you’ll have yourself a customer.
By the way, on the whole web site thing…
I’d suggest never getting a new web site until you’ve done an audit.
I’ve seen far too many clients invest in new web sites, thousands of dollars, only to end up in the exact same position they were in previously.
You MUST check out your analytics, how robots are interacting with your site, and so much more.
You need to audit your web site first.