READ BELOW FOR DETAILED POSTS ON FACEBOOK ADS,
ONLINE MARKETING, & CONTENT CREATION
ONLINE MARKETING, & CONTENT CREATION
THIS MONTH'S FREEBIES - Click Below.
I can’t tell you how many funnels I have going on at any one time. And not just for this blog and business, but for two more of my passion projects in totally different industries. In this post, I’m going to give you my 5 step strategy for hacking your funnel (and these steps works for any industry).
WHAT’S A FUNNEL ANYWAY?
Think of your business as a large glass vessel with plenty of ice cubes at the bottom. These ice cubes are your offerings - things you can sell to people who want them. Now imagine the large glass vessel has a smaller opening at the top in which an actual funnel can sit on top of. Are you seeing it?
Now imagine a steady stream of the most amazing water coming down through the funnel and surrounding the ice cubes. The steady stream of water are your potential customers/affiliate partners/peers, who are now part of your business and surrounding your offerings. This is called a sales or marketing funnel, and it’s what makes your business a business.
THE FIVE STEP FUNNEL STRATEGY
Now that you’ve gotten the concept of a funnel down, we have to ask the question, “How did the most amazing water (customers) get to our funnel to float among our ice cubes (offerings)? That, my friends, starts with Step 1 in our funnel hacking strategy.
STEP 1 - Create the most amazing FREE offer
How can you provide something worth so much value, that people who don’t even know you, and who haven’t seen your ice cubes, will fall head over heels to jump inside your funnel?
The answer to that is to think of what you are willing and able to give them for free to join your funnel with a name and email address. Here are a few examples:
Thinking about your customer’s desire will work wonders here. Are they struggling with something? How can you help them?
Once you’ve got your offer designed, it’s time for Step 2.
STEP 2 - Create a standalone landing page to communicate the offer
Landing pages are one of my favorite things to create. Most of mine convert at 60%, meaning that if I’m sending people to a dedicated landing page to read about my offer, 60% of those people claim the offer by giving me their name and email. This conversion rate is key, and this is my simple rule for them:
“When talking about your offer (especially in a Facebook Ad), attract them with clear details about your offer, so that by the time they get to the landing page to claim the offer, they’ve already decided they want it.”
The landing page should then be short and sweet, with no distractions or other buttons, and nothing else for them to do but opt in to your offer. I almost NEVER send anyone to my website to claim an offer. I always send them to a dedicated landing page using LEADPAGES. *Click my affiliate link to learn more.
Let’s take a look at an offer on a dedicated landing page.
As you can see, there is no navigation bar for people to click on. There are no other buttons besides the one they get to click on to claim their print and coupon. I highly recommend using Leadpages to create all of your landing pages for higher conversion rates. It’s been a game-changer in my business. Watch the tutorial video in the PS.
STEP 3 - The thank you page (so underutilized)
This has to be my favorite step in the funnel. The ‘thank you’ page can be used for so much more than just a default page saying thanks. Use this page to upsell to your paid content. Send them to a podcast episode on the topic to learn more. Invite them into a private Facebook Group. You’ll be so glad you did. Get creative. Here’s a thank you page for the free print and coupon offer above.
Again, simple and clean. They can click the button and head directly to my Etsy shop to browse my other prints. Seamless, right!?
STEP 4 - Automated delivery of freebie
Automation saved my bacon over the years. I can’t believe I ever did business without it. An email service provider will help you automate your funnel. Imagine having someone opt into your freebie while you’re on vacation or sleeping, and getting your freebie automatically from your email service provider. You set things up on the backend to automate this process, and you can even write emails ahead of time for any time period you choose. My favorites are Drip and Kajabi, but there are a ton for you to research.
STEP 5 - Content marketing
This step is critical for continuing to attract people to your funnel, as well as nurture the new leads who’re already inside the funnel. Weekly blog content promoted through a weekly email sequence is valuable. Daily sharing about you and your business on social media (driving people to your freebie landing page) is going to help convert more people into leads and then into paying clients. *Don’t forget to read our 90- day content planning strategy blog post here.
Your funnel is unique to you and your offers. Test new ideas out each week. If it starts to convert organically, you can start putting some ads spend behind it! What do you think? What’s missing in your funnel? Let me know in the comments below.
Once you begin running ads on Facebook, it’s time to audit them and see how well your Facebook Ads are performing. What’s a good Cost Per Lead for a cold audience? What’s a good Click-through-rate? We’ll dive into these numbers in this post.
CPC - COST PER CLICK
Everyone wants to start with cost-per-click, but that’s not where I start, and in fact, I rarely even look at that. There are a host of other very important statistics to look at to determine whether or not your campaign is successful or tanking. If I had to give you something to shoot for...it would be between .20 cents and .40 cents depending on what your campaign objective is.
This is the key number to look at and you want it to be around 1% and above. You want the target audience to be clicking out to your webinar registration page, lead magnet optin, or online calendar. While some of us do look at CTR (ALL), it only indicates that your target audience clicked on the ‘more’ button to read more of your content, or on other areas of the ad to like your page for example, but they didn’t click out to your landing page and perform the call-to-action. However, if CTR is below 2%, it means that the audience you chose didn’t think your ad copy or headline spoke to them. Time to test another ad creative or audience.
RESULTS + COST PER RESULT
For conversion campaigns (which we recommend 99% of the time), you’ll be looking at your conversions or results and the cost of those results or leads. First, it’s important to make sure your campaign is converting. I like to turn my audiences off when they reach 500-1000 people if they haven’t converted. I’ve determined ahead of time what I want my cost per result to be. New leads at $3-$5, webinar registrations $5-$8, etc. This will really be determined by your budget, the cost of your eventual product, and what you’re to pay for leads.
Something magical happens after Facebook’s algorithm has reached around 1000 people. It now understands who is interested in your campaign and finds more of the people likely to convert. But sometimes you just know, depending on what your campaign’s objective is, whether or not a campaign is not working (no clicks at all) around 300-500 people reached. Time to test something else.
CPM - COST PER 1000 PEOPLE REACHED
This is an important metric to pay attention to. If it costs you way above $30 to reach 1000 people (I’ve seen some campaigns at $100 per 1000 people reached), it’s time to test something else and see if you can get it down.
I hope you feel more confident looking at the numbers on your campaign! As always, I’m here to help. Schedule a time to chat with me if you have any questions! Click here to schedule.
Facebook Ads for Real Estate Agents can be tricky at first glance. You likely don’t have your own website, and your email list is probably something you don’t own and can’t take with you if you decide to work elsewhere.
In this post, I’m sharing how real estate agents can build their own email list and market themselves using Facebook Ads. *Note - check your real estate company’s policies if you have questions on how to market yourself.
One of my clients, John, hired me to run Facebook Ads to generate leads for a new community being built in his area. We put together a simple campaign you can use to generate leads and promote your properties.
CREATING YOUR OWN EMAIL LIST
If your real estate company allows, create your own email list using an email service provider of your own. Think Mailchimp, Active Campaign, or Drip. There are many choices and this list is invaluable when it comes to growing your real estate business.
For John’s campaign, we were able to run a Facebook Ad to a landing page to capture First Name and Email Addresses for people interested in getting the map of the community of properties he was selling. Those names and addresses were added to his Mailchimp account, and they were automatically sent the map and a phone number to call to schedule a showing.
This is the process for running successful lead generation ads on Facebook, and is a compliment to what your real estate company may be doing to promote properties.
BUILDING YOUR OWN PERSONAL BRAND
The process works the same for building your own brand as a real estate agent/broker. Create your own Facebook Business Page, offer something of value for free, design a Facebook Ads campaign and collect email addresses. In the future, you may decide to sell a book, an online course, or something else related to real estate, and you’ll have a built-in community that you can market to anytime.
Have you run Facebook Ads as a real estate agent? What are the issues you’ve faced?
Does the thought of doing a Facebook Live or showing your face on Instagram make you feel sweaty and breathless? I get it!
As an introvert myself, the thought of showing my face on social media made me very uncomfortable in the beginning. In fact, I would point my camera phone to whatever I was doing, and talk about it without my face in the picture at all.
But when you’re the face of your business, you have to get comfortable with showing your face. Over the years, I’ve gotten a little bit better about being on camera and even going live on Facebook and Instagram. Here are a few things I shifted in order to get cozy with showing up as myself.
FALL BACK ON THE CONTENT
As a content creator and educator, I can always fall back on the content I’m sharing. I blog once a week, so I have something to share. But then if I want to take it a step further, I can shoot a short video about the content and post that to Youtube. I can then take that same content and make a commitment to going live once a week talking about the same content. I found that if I’m just being spontaneous and jumping on social media without a plan, it was so much harder.
MAKE IT ABOUT THEM
It’s a whole lot easier to take the focus off of you and onto the people you’re serving. You’re showing up for them. You’re adding value to their life and business. You know you can help them, educate them, serve them. AND they need/want what you’re sharing with them. Imagine if you didn’t show up at all… who would be missing out on your style of communication? All of us!
DO IT CONSISTENTLY
Whether you’re going live, sending out a newsletter, blogging, recording video for Youtube, or marketing your business any other way, make sure to stay consistent. I know it can seem a little lonely when no one responds to your newsletter, or even shows up on a LIVE. It’s ok my friends. Don’t let that stop you.
Are you committing to showing up in a bigger way for your business this year? Are you going to let being an introvert stop you? Let me know what your biggest challenge is with marketing your business as an introvert.
I steered clear of Dynamic Ads for a very long time and only recently began using them for my Shopify store. This post is going to take you through my strategy. Now, before you begin diving into my strategy, you must first have a Facebook Catalog uploaded to Facebook. Read about how to do that here. If you have a Shopify store, this is an excellent article on how to use plugins to create a catalog. Read this first!
And finally, before we get started, I want you to think of Dynamic Ads as an excellent way to RETARGET people who have viewed your product but DID NOT purchase the item. It’s a very powerful way to close the sale with someone who has viewed and even added your product to their cart.
My Shopify store has been an experiment for me to dip a toe in ecommerce, but to also learn how to successfully use Facebook Ads to spur online sales. I’m used to running ads for myself and clients to generate leads for webinars, email marketing, online courses, coaching, consulting, etc. so asking someone to spend money directly from an ad is something I really wanted to learn.
Because of my lead generation background, I was already comfortable with creating initial, or what I call ‘trigger’ ads, to generate awareness for my products. Below is an image of an ad I recently ran for one of our products.
These trigger ads run for $5/day with the idea that we want to get as many eyes on this ad as possible. The goal is for them to click out to view the product on my shop’s site and begin to add this product to cart and even purchase my product. BUT this doesn’t always happen. To my surprise and frustration, people add products to cart way more than they actually purchase the product!
This is where our Dynamic Ads come in. We have to now run a new campaign in tandem with our ‘trigger’ campaign and RETARGET anyone who viewed or added my product to cart in the last 14 days. So, again...we are running ads for a longer period of time, letting people view and add to cart, then retargeting people with Dynamic Ads.
Dynamic ads are amazing! When you set up a dynamic ad, it will AUTOMATICALLY show the product THAT SPECIFIC PERSON added to their cart...what?! Yes, and it is truly something that I am now a big fan of. If a person added the jacket in the above ad to their cart, they’ll see a dynamic ad with this image and a text that says something like… ‘hey, looks like you left something comfy and cozy in your cart. Check out now!’
The point is, you’ll run two campaigns alongside each other. You need the trigger ad to drive traffic to your store, and the dynamic ads to retarget then to get the purchase complete.
What do you think? Do dynamic ads make more sense? Will you use my strategy for your shop? I hope you do. Let me know in the comments below.
Every December I arrange a special business planning day where I strategize the next 90 days in my business. This usually includes closing out December details, and focusing on January joys and beyond. This last December, it only took me an hour to plan 90 days of content for 2 blogs I manage.
WEEKLY FOCUS FIRST
The key to creating a full content calendar is to focus on the weekly content. When you have a weekly focus first, all the other content falls right into place. Think about the next 90 days or 12 weeks. What topics, services, products, trends will you be writing about for your audience. Write out 12 blog post titles based on this information. This will be your weekly content.
SOCIAL MEDIA/NATIONAL CALENDAR
Now that you have your 12 blog posts nailed down, consult social media trends and the national calendar to fill in your content. Think of your blog content like a bouquet filled with big, beautiful blossoms. This social and national content is the filler to support your blog topics or your brand themes (which we will cover below). Is it National Donut Day? How can you create a meaningful, educational, entertaining social post about this? Fill in all the national, social media trends, and holidays you’d like to include in your content calendar over the next 90 days.
What brand themes make up your brand? Things like 1) Education 2) Fan Share 3) Behind the Scenes 4) Clients/Business Process. These ideas are what you share to bring value to potential customers. Play around with these themes. Take a look at what you’ve posted on social media over the last month and see what resonated well with your audience.
In less than an hour, you’ve got content you can share on a daily basis if you want, or repost to a different social media platform each day. The key is to stay consistent, bring value first, and lead with a weekly focus and fill in with social trends and brand themes. You’ll have a weekly blueprint that looks similar to this:
Sunday: Fan Love - Introduce your newest follower, latest customer, most engaged fan
Monday: Blog post is live!
Tuesday: It’s National ‘blank’ day! New Social Trend Update
Wednesday: Behind-the-scenes of ‘xyz’ (next week it’s webinar slides, the following week it’s IG strategy)
Thursday: New product news/new service/client love
Friday: Trend of the week
Saturday: Quick tip/Education/Motivational quote
Stay consistent with this process, and you’ll have a full 90-days of content mapped out in under 1 hour. And if you really want to be a content ninja, batch your blogs, social post images, and social post captions, so you can wake up and have your posts ready to go. Your brain will thank you for helping it get to the finish line fast.
If you have a business around a sensitive topic, translating your product, service, or result in a Facebook ad runs the risk of getting flagged by the Facebook bot behind the curtain. I’ve had clients in some of these industries, and I’ve learned how to write Facebook ad copy for these sensitive topics that I want to share with you.
One of my clients was a doctor teaching women how to use the power of food to feel more energy while experiencing less inches. Facebook is very clear about protecting its users from feeling ‘any type of way’ when seeing ads in their timeline. If they see an ad that makes them feel overweight based on the images or wording used, the ad may not pass the review process.
This goes for any attribute. When we use words in ad copy like ‘you’ followed by attribute words like ‘struggling’ ‘tired of’ ‘busy’ ‘frustrated,’ etc. Facebook may put a red flag on your ad and may disapprove your ad.
Here’s what we did at the beginning of my client’s ad copy to eliminate the potential for ad disapproval:
““Pinching an inch? I’m pinching a lot more than that!” 😢
What if I told you it’s not about the diet and scale, but about the inches? And what if I told you there was a way to create MORE ENERGY to do what you love, while creating LESS INCHES around those stubborn areas?”
The first line in the ad copy is a statement that’s designed to stop people from scrolling and read more. Note that the statement doesn’t say, ‘ Are you pinching an inch?’ It’s making a statement by ‘a someone out there’ that the potential reader can relate to.
In the first paragraph, we are crafting an ‘idea’ around losing inches and having more energy. It’s the result my client gives her clients. But it’s done in a way that doesn’t point the finger directly at the reader. We’re merely explaining an idea or introducing a concept they may not have thought about before. If they do relate, they’ll continue to read, and possibly opt-in to a lead magnet.
RELATIONSHIP EXPERT/SEX THERAPY
I have to admit I was a little concerned about how I was going to get this client’s ads out the door without any problems! But got them out we did, and generated amazing leads at a great price for her. Here’s what we wrote at the beginning of the ad:
““We just don’t connect the way we used to.”
Relationships don’t always feel like “sweaty palms” “racing heartbeat💓” and “weak in the knees” experiences. Especially when the kids have baseball games, the dog gets sick, work is overwhelming...and (there’s no time left over for you) on and on.”
You can start to see my pattern in writing ad copy here. I like to start with a statement or a question, followed by further evidence that the reader should click to read more because they relate, or scroll on past if they don’t.
We’re never directly pointing to our reader and saying that they have this problem and need our help. We’re getting them to relate to the idea, feeling, or story that we’re sharing with them.
AESTHETIC PRACTICE - BOTOX, BBL, LIPOSUCTION
This is a wildly popular industry in our country, but advertising on Facebook for these services has to be handled with care! For most of your businesses, I would advise you to share the process of your work, take people behind the scenes, etc. But here, we have to be careful or your ads will get disapproved. Facebook doesn’t want to see nudity, needles, or the like.
For ad copy, follow my lead above and write something that gets them to relate and entertain the idea you are laying out for them. Ad copy for botox could say:
Plump, ripe lips. They’re all the rage!
Our clients love our approach to lip rejuvenation: Quick procedure, smoothed-out lines, and a youthful firmness. $50 off. Click below to get coupon code.
Nowhere does it say, ‘hey, you. Your lips are wrinkled and old looking. Why not come in and we’ll fix you right up!” We’re giving them a visual of what their lips could look like, along with why they should get it done, and offering a discount. All within a few lines of copy. As for images, tasteful is the way to go. There are plenty of free images to find that can help the reader ‘relate’ to the result you’re going to give them.
So what do you think? Do you have more confidence in writing ad copy for your next Facebook Ad campaign? Learn this skill, and your ads won’t get flagged! Good luck!
*If you're ready for one-on-one help with your ads before they go LIVE, schedule a free 15-minute phone call. I'll help you get on track!
Have you been dabbling in Facebook ads for yourself or friends? Do you want to know how to do it professionally?
You're in luck! I've been managing social media and running Facebook ads for years (even before business pages were a thing, gasp!). It has been the most rewarding career, and I've been able to meet and work with people from all over the world.
If you're serious about running Facebook ads for other businesses, you're gonna want to download my free Facebook Ads Agency Starter Kit. It is packed with templates for my contract, campaign documents, targeting documents, ad copy examples from real campaigns, ad images from real campaigns and so much more.
Why did I create this? First, many of my clients came from bad experiences from previous 'Facebook Ads Experts' who didn't really know what they were doing. They spent more than they should have. They didn't let the client see what ads were going out. They honestly gave us professionals a bad name.
Second, I have learned from some of the best names in the business and have developed a system that works seamlessly for both myself and my clients. We know what works and what doesn't work on Facebook. We know what to do when and if ads get rejected. And we run ads each and every day, which makes us nimble when Facebook decides to make a change to Ads Manager.
So before running your next campaign for yourself or a friend or a business, learn how to do it professionally by downloading my Facebook Ads Agency Starter Kit here.
You'll be so happy you did, and will have the confidence to go out and get your first paying client!
Instagram Stories have quickly become the marketer’s tool when it comes to showing behind-the-scenes, quirky, raw + real, in-the-moment, footage to followers. Add to that the ability to ‘Highlight’ a story and you’ve got a marketing/product/brochure/catalogue of sorts. But how can we use them in a way that is ‘on-brand’ while still being all the things mentioned above.
I have a few Instagram accounts that I use to test and try different things, and I love diving in and seeing what new thing I can learn and teach to you. Recently, I began adding stories to my main account in a haphazard kind of way, and will be using the strategies in this blog to figure out how to brand them more in line with my business.
In this post, you’re going to learn how to create a branded stories highlight, and how to add it to a highlight on your profile.
NAVIGATING TO STORIES
A little background on Stories. Instagram Stories are found by navigating to the Feed tab (house icon, bottom left). Then tap the camera icon on the top left as shown in the following photo.
From there, you can upload photos from your camera, take a video or photo, add stickers and all the fun things Stories provides. However, if you’re making content specific for Stories outside of the native app, you have to follow a few restrictions. For instance, Stories have their own size at 1020 pixels by 1920 pixels for an aspect ratio of 9:16. Since this post is about ‘branding’ our Stories Highlights, we will be creating these elements outside the app.
CREATING A BRANDED STORIES HIGHLIGHT
I’m using Photoshop to create a branded highlight for my Emma Fox brand @emmafoxco on Instagram. You can use any photo editing software you choose. Canva.com is a great alternative. Make sure you make your new document the right size at 1020px by 1920px, and start making your creation. Here is an example of how I’m branding my highlighted stories.
Here is another example.
A few tips to keep in mind. You can see from my examples that my logo is in the center of the image. When we save this image as the brand for our highlights, whatever is in the center will show up inside the circle. Here’s what they look like on my profile for Emma Fox.
ADDING YOUR BRANDED IMAGE TO A HIGHLIGHT
Ok! Now that you are settled on what your brand will look like, it’s time to actually add it to your Highlights. Remember, you’ll first create a Story and then your Highlight. For this post, I’m going to create a BTS Highlight, which stands for Behind-the-Scenes.
From here, it’s time to tap on your profile picture which will show all the stories you’ve posted. Now it’s time to finally brand our highlights! Are you ready?!
You’ve done it! Now repeat the process for all the Highlights you want your followers to see. Remember, Highlights stay on your profile indefinitely until you delete them so you have a greater chance of getting more traffic to your website, more eyes on your promotion, etc. Regular Stories only stay on your profile for 24 hours, so this is a great opportunity for you to have some fun and be strategic.
View my new BTS Stories Highlight in action with this video.
Rick Mulready is THE go-to guy when it comes to Facebook Ads and keeping up on all the trends. I was fortunate enough to chat with Rick on his podcast about one specific campaign I ran that generated a 60% landing page conversion rate at a very low cost!
Click Here to Here the Entire Episode
You'll learn a lot in this episode that will make you think about Facebook Ads in 'big picture' format. Because Facebook Ads can be so powerful for your business, it's important to dive in to them strategically, and have an end goal in mind. You'll learn things like:
✔️Why I rename my images to match the topic of my campaign
✔️The 5 steps to creating a high-converting landing page
✔️How you can profit from a low 'test' ad spend
✔️The importance of having a closed-loop campaign
I've also got you covered with a checklist at cannononlinemarketing.com/rick that you can use to create your next high-converting landing page, create a closed-loop ad system, and design business strategy on a low budget. Listen below!
Let me know what you think of this episode! I had a lot of fun with Rick and can't wait to bring you more case studies as I test more things out (*hint - Messenger bots are my current test!).
If you'd like to chat about Facebook Ads, I have FREE 15-minute calls and I'd love to dive into your specific issues!!! Pick a time to chat on my calendar here.