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This blog post is part 4 of a 13-part series on '13 Steps to Becoming a Killer Facebook Ads Strategist.' Read Part 3 Here. This series is running weekly from June 9 - September 1.
We have taken some pretty important steps to becoming a killer Facebook ads strategist in just a few weeks. By the end of this series you will feel confident about running ads that connect and convert without wasting time and money. Hooray!
This week it's time to hone in on WHO we are trying to connect with and what we can offer them to solve their problems. Let me take you through my 5 Step Opt-in Formula to help clarify your intention. *An opt-in is also referred to as a lead-magnet, freebie, giveaway, etc. We view opt-ins as free worksheets, checklists, spreadsheets, swipe files, documents or anything that you give to a person in exchange for their email address.
Want to learn more about email marketing? Watch my free workshop that covers the strategies in this post.
So what is the 5 Step Opt-in Formula?
2) Problem Solving
4) Landing Pages
5) Email Integration
These are the five things you need to have in place before we start creating any ads. Your life will be so much easier and your future subscribers will feel valued and nurtured.
The most important thing you can do for your business and future followers is to research topics and trends that relate to what you want to eventually promote. Let's say that we want to do research on Facebook Ads because we eventually want to sell our Facebook Ads Services to small business owners.
So we are heading to Buzzsumo.com to take a look at trending articles on the subject.
Buzzsumo retrieves trending articles from the last 24 hours. We can also see where on social media these articles were shared. The top post looks interesting to me, so let's click on that because it has been shared the most.
After clicking on the post, we can see the 6 types of Facebook Ads that are being shared here. I can determine that this is relevant to what I eventually want to offer, and resonates with my potential audience.
This first step will help you gather actual data about your topic and eliminate what you 'hope' or 'think' your audience wants to hear. Research is key!
2) PROBLEM SOLVING
This research has given us some valuable information about Facebook Ads. How can we turn this research into an opt-in? Let's take a look. First, we know that people want to run ads that will win customers. We also know that people want repeat customers. Implied in the article is people fear wasting money on ads. Now we've got some opt-in ideas we can play around with. '5 Ways to Save Money with Facebook Ads' or '6 Examples of Winning Facebook Ads.'
Now it's time for us to create our opt-in. Will it be a swipe file of actual Facebook Ad screenshots? Will it be a checklist? There is a little effort and work involved in creating a unique opt-in, but if you follow the tools in our last step (Step 3), you can create a useful and stunning .PDF document that people can opt in to download and use. In the past, I have created the 10 Ultimate List Building Strategies and the Ideal Client Worksheet as opt-ins for my audience. What can you put together? Are the wheels in your brain spinning. Jot down the first things that pop into your mind.
4) LANDING PAGES
We've done our research, decided on what problem to solve for our audience and created the actual opt-in, now we need to put it all together on a landing page where people can give their name and email in exchange for the opt-in. We'll be covering landing pages as part of our series soon, but for now, I want you to determine where this exchange will take place. I use LeadPages landing pages, but you can also create a dedicated page on your website to explain and promote your opt-in. Here is what my opt-in looks like for my Free Resource Library.
Under the opt-in box, I explain a little bit more about what's inside the library and I also include a short introductory video on my free workshop on list building. Do you have the ability to dedicate a page on your website for this exchange? What help do you need to get this step done?
5) Email Integration
After someone gives me their name and email address, they'll click the pink button to join the free resource library. What happens next is automatic and amazing! I've integrated my email service provider with that pink button so that when someone clicks on it, they immediately get added to an email list I created called 'Free Resource Library Subscribers.' Once they get added to the list, they will receive a welcome email with their special link to access the library.
This all happens automatically because I've already done the work beforehand to set it up. What also happens after they click the button is they get redirected to a 'Thank You' page where I personally thank them for joining. *Note, this is also where I add my Modified Facebook Pixel from Step 2 of our series.
In the past, I had a form on a page of my website that wasn't integrated with my email service provider. When someone opted in, I received an email from my web host. I would then have to copy the email address and then paste it into a list inside my email provider.
This took up so much of my time! I quickly came to my senses and signed up with LeadPages, integrated that with MailChimp and everything happens automatically when I'm asleep or doing more important things. Win/Win! My subscribers don't have to wait for me to give them access to the lead magnet, freebie, giveaway, worksheet or checklist.
Take some time to ponder this very important part of the series. This is the nitty gritty, the meat and potatoes of what you will offer your very important people. If you need help, you can always ask me via email or inside the Girlfriend's Guide to Social Media Group on Facebook.
P.S. This series is now in ebook form, yay! If you want all these steps in one place download the '10 Steps You Need to Take Before Running Facebook Ads' here for free as my gift to you.