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How to Improve Your Ad CTR (Click-Through-Rate)

So people aren't clicking on your ads? It hurts, right? I know, I’ve been there. In the last few weeks, we've looked at the creative aspects of our ads, as well as our headlines with a brilliant hook to capture the attention of our ideal customer and audience. Maybe they are looking and reading the ad, but then they're not clicking that all too important CTR link click that's taking them over to the page that we want them to. This may be happening because the messaging is not on point. In this episode of Online Confidential, we’re focused on our messaging and diving into 5 strategies that you can use when evaluating your ad’s messaging.

Now, our message is a bit different from our copy. The message is the essence of the ad copy. Ask yourself, is it going to actually be resonating and triggering emotional responses with our ideal clients? Those people that we've put the ad out in front of, we've done all that audience research in our targeting, and they should be converting, but they're not. It's that messaging that may be a miss.

So today we're going to look at five things that you can review to help get your messaging in your ad copy on point so that people take that action that you want them to.

#1 Is it too formal?
Is it a bit stiff? Is it a bit rigid? We are on Facebook. We're on social media. This is a fairly casual environment. Yes, you do need to remember to stay on point with your brand, but on social media with our Facebook ads, this is where we can loosen it up a bit. We don't want to have it like they're reading a prospectus about going to college. We can slide down a bit into a more informal conversation. They're on social media and remember this is the platform where they are hanging out to look at what their sister or their friends are getting up to. And they're not using formal language. So be sensitive and be aware of the platform while remembering who your ideal client is and talk to them in a way that's a bit more relational and not so formal.

#2 Is the ad copy too vanilla.
This can be really tricky sometimes, especially when you are talking about business opportunities or ways that people make more money working from home. The kinds of things that we try and maybe skirt around sometimes. Therefore we make things too vanilla, or maybe you're not trying to skirt around anything and just the ad copy is still too vanilla. Now ways that we can make it a bit un-vanilla is when we really dig into a few points when you know your ideal avatar. One of the ways that I recommend my elite ad managers do some research to dig into avatars is to go and look at Amazon and go and look at book reviews or look at YouTube channels and see what people are saying in the comments. Look at those exact words that the ideal client is saying and use that in the ad copy. When you do that also dig in a bit further and amplify things a bit more. If there are particular pain points, look at twisting the knife. What does it actually mean to not be able to make ends meet? When you are only just scraping by and you're paying the bills each week. Maybe you're not able to get on that holiday or spend some time on the beach, and that's just not going to be possible. The best you can do is to just drive two hours into state and stay at a hotel there as your holiday. And what's that going to mean? The family memories that aren't going to be created, the experiences, or the the pina colada. Twist the knife, amplify things, and highlight even more what the benefits are, what their dreams are, what their goals are, and the impact that can be made when they achieve those dreams and goals.

#3 Posting too much jargon.
A lot of us can be caught up in the curse of the expert where we say, so this is what we do and what we solve, and what we fix. But it's all wrapped up in this jargon that we are using. For example, the ideal client, typically, isn't say, “Oh, I need to sort out my mindset.” They might be thinking, why do I always do this? But they're not using that word mindset. You have to change your mindset, shift your mindset, but they're still thinking about why they're doing what they do every day or the actions that they take, or why do they always find themselves in this particular situation? So remove the jargon from your ad copy and put it back into relatable terms. Go to Amazon, look at the reviews, see what people are actually saying and it will help you remove the jargon.

How to run facebook ads for clients

#4 Look at me!
Where we're talking about ourselves too often, all the people that I have helped, how I've been able to quit working the nine to five job, and how I now live on the beach and work remotely. And blah-blah-blah all of that stuff. That's about me, me, me. So we want to make sure that we keep it about our ideal client. You can evidence that by mentioning people that you have helped, like how Jackie has been able to quit her corporate job. And now she's working from home being able to enjoy a work-life balance, being able to be at home when the kids come home from school and being able to have holidays whenever she likes because she doesn't have to put in for a request from the boss. So taking it off of us, ourselves, our accomplishments, and shining the light on others around us sharing stories of those that we've been able to help and how these lives have been changed and how they're so similar. Those same benefits that your other ideal clients are also wanting to achieve.

#5 Say more with less
Look at the copy that you have written, and then look at how you can take out extra words. How can you condense things down so that it packs more of a punch with fewer words? Remember, more words don’t mean more impact. Think and ask yourself, how can I shuffle this around so that it's more precise, more concise, and achieves all the goals of having less waffle, less jargon, less about me, and being able to really speak to your ideal client.

When doing all of these things, you will see that you will naturally make ad copy more effective. You'll be reducing the jargon and you'll be reducing the waffle. What you have left is a message that is really going to resonate with your ideal audience. It's going to speak to them exactly and they’ll be saying, “Oh my gosh, you’re in my head. That's exactly where I'm at now and exactly what I'm wanting to achieve.”

Then they're going to click on that ad and head over to the landing page. Again, make sure that the landing page is congruent with your ad so that if your ad has that great click-through rate, meaning it's 1% or more, it's resonating with your ideal audience. You can see then if people get over to the landing page and then they're not converting as they should be, you go, well, the ad is doing its job. Let's line up the landing page to be congruent with the ad and see if we get those conversion rates increasing.

I hope you found this beneficial, go in and have a look at the copy that you've got running now and see how you can apply those five tips to the ad copy to improve your click-through rates on your ads.

If you'd like to know more about being an in-demand ad manager, head over and grab the ad manager guide at admanagerguide.com and discover the steps to becoming an in-demand ad manager and how I was able to do it. Go from $12 an hour to making seven figures, running ads for clients.

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Does your ad headline have a hook?

Does your ad headline have a hook or is it ho-hum?

So many ad managers end up also being copywriters, while a lot of us aren't trained to be copywriters, we just seem to slip into it. Therefore, knowing how to create some great copy, some headlines, particularly those that have great hooks, is essential to the performance of our ad campaigns.

Now, even if you are not writing them, and a copywriter or your client provides copy to you, you can have a great eye to see if you think it's going to convert or not. And as we always do, we test it with our ads and we get the data in. This will also help signal that if the click-through rates are a bit low, you might try a different headline.

So here are some examples because headlines are the second thing that people are going to see when they see your ad. The first thing we spoke about in our previous episode is the creative/image that as they're scrolling through, stops them in their newsfeed. Then they're going to look at the headline. Let's look at those hooks that we can use to create some awesome headlines.

The first thing we can do is use numbers, pretty simple, right? When we're using numbers, it gives our ideal audience a clear, defined goal that it's not going to be some big airy wishy-washy information and now they know that there is going to be like three keys to XYZ or three key ingredients to make an excellent pizza. So using numbers is a very effective way to create a hook in your ads.

Number two, we want to create a sense of urgency. We want people to take action now. This could be just as simple as sale ending soon or doors closing soon. Create that sense of urgency that your audience goes, okay, I'm ready to go and check it out.

Number three is to be clear about your offer. Oftentimes we can get caught up in all the words and everything that's going on. We want to refine it back and just be nice and clear. So an example of this could be a kid's gut health checklist, which is nice and simple. You’re talking to the ideal avatar parent who might be concerned about their child’s health or wellbeing. It's a gut health checklist, right? They know exactly what they're getting in for.

Number four is to ask questions because people love to be asked questions. Use that in your headlines, for example, dreaming of a perfect holiday? There's a number of ways that you can create some hooks in your headlines.

How to run facebook ads for clients

Now let's dive even deeper when we're creating our headlines. We want to make sure that they're congruent with the rest of our ad copy, as well as the page that we are sending the traffic to, because we don't want people to look at the hook, start reading the ad and then get disinterested, or we don't want them to click the link on our ad, go over to our landing page, registration page, sales page, and then not convert and make our numbers drop. We want to make sure that things are congruent between our ad and the copy and our ad and our pages that we're sending the traffic to. And so as we do that, here's a number of ways that again, you can speak even more clearly to your ideal audience with that hook.

Number one, make it brilliant. We all want to make it brilliant. Isn't that our goal? Isn't that what we're setting out to achieve? Sometimes it gets lost, and sometimes as I mentioned, we're getting so caught up in all the words that are going on that we just forget to say more with fewer words. So an example, we cut your tax bill in half. It’s a nice, clear, and precise message. It's brilliant. Instead of waffling on about various other things, remember what the ideal outcome is, what your audience wants.

Number two is put in unexpected wording, for example, the hippie HR manager. It's going to capture people's attention, pique their curiosity, and make them want to read more.

Number three is to tie in some emotional appeal because emotions really stir people to take action. So an example here could be, make dinner time enjoyable. This will speak to a lot of people at various points of where they may be with relationships. For example, it might be a parent who has little kids and their dinner times are not so enjoyable. Been there done that. Or it could be two older people who are sitting at the dinner table. Things are all quiet and it's not quite so enjoyable. They want to get some conversation going and make things enjoyable.

Number four is to emphasize a deal. This is as simple as sale now for 50% off. It's not creating the urgency that we mentioned previously, but it's saying what's happening now.

Number five is to present your USP. For example, the only vegan makeup for mature skin, nice and clear, right? It's saying exactly what your USP, that unique service proposition is and it's calling out your ideal audience.

Here's another interesting fact, which is that some of the best headlines are only five words long. Our Facebook ads are limited because things get cut off, especially on mobile devices and we really don't have that much room, so aim for five words. You can even do a test for that and see how it compares with headlines that are a bit longer.

When it comes to creating our headlines with all those points that I've mentioned previously, a great way to be able to bring things in and stay focused is to use some formulas for these headlines. So let's just have a look at some of these different formulas that you can keep in mind so that you can create some headlines with great hooks.

Number one is the steps to a result. As mentioned earlier again, having a number in there, so this could be three steps to glowing skin.

Formula number two is reasons. For example, four reasons why your bread is too chewy.

Number three is imagination. Imagine making six figures per year. That's another simple headline and what is it that you're ideal customer wants? Figure out what they want and then prompt them to think about it.

Number four is talking about urgency. An example here is, increase conversion rates now. Get whiter teeth now, or get curly hair now or whatever it is that your ideal client is wanting. What is it that they can get now? If they're getting a guide/PDF or an opt-in, what benefit is that opt-in going to bring to them now.

Number five is how to. Here we could say how to sleep better or how to improve your relationships or how to get your cat to eat raw meat. That's another way that you can, again, pique that curiosity. So those are five formulas that you can be using to create headlines with great hooks. To recap they are: steps, reason, imagination, urgency, and how to.

Copywriting is a lot like flexing and building a muscle. It may be a bit stiff and it may not be so easy flowing initially, but the more you do it, the more you're going to understand it. What I get my elite ad manager students to do in one of our exams is to do the fat 50 brain dump. I encourage you to do that as you're writing headlines or you’re just even practicing. I know it can hurt, but it's such a great exercise because it's going to really expand what you may just be thinking of. You might only initially think of a couple of things, but by going through all those previous points of using numbers, creating the urgency, being clear about the offer, asking questions, considering how to make it brilliant, putting in an unexpected word, tying in emotional appeal, emphasizing a sale or order, promoting the USP, all of these things combined with those formulas that I just mentioned the steps to the reasons imagination, urgency, and how to.

Go and write 50 and you will be amazed at the variation of headlines that can come up with. You'll be amazed at the headlines that may just come out of you and be very snappy. Remember to try and keep it short, remember aiming for a five-word headline.

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What is one of the best skills you can have as an ad manager

What is one of the best skills you can have as an ad manager, it may not be what you think. So being an ad manager, you probably think there were a lot of skills that are required, and yes there is. And you may think one of those skills is being a Facebook ad Ninja. Well, it is, but there is something that is even more important than being able to launch campaigns, measure the ROI, see what the click through rate is and optimize all the stuffs. One of the things that I've been talking with, and is it always something that comes back to me with the clients that I work with is communication.

You see a lot of people when they're working with ad managers, communication just falls off the person that who has been running ads just disappears. They don't hear from them or they have to, the client has to keep reaching out and asking questions and seeing what's going on, touching base to see if there is anybody still there running my ads and to get updates on what's going on. Now I get when campaigns go South sometimes you want to avoid those conversations.

You may not want to talk with your ideal clients or even when things are going really well. And you're busy with everything else. Sometimes the client communication can just slip through the cracks, which is a big mistake because it's, at those times when the clients start feeling like are they really giving my ads the attention they deserve or they really giving me the attention I deserve, I'm paying you to run these ads and all the negative thoughts start coming into it. Relationships are key to doing business.

When you communicate with your client, you are building up your relationships so that when things do get tough and admittedly they do with Facebook ads, not every campaign you launch is going to run out the gate and be 10 X ROI, a return on investment by the way. And so there will be ones that don't work. That's the name of the game. And when things don't work, it's being able to communicate with your clients and having that relationship to fall back on that they know that you've got their back because you're communicating with them.

That's, what's going to see you through and have a great longterm relationship because really the last thing you want as an ads manager is to be turning over clients every three months especially when you're working as a freelancer and you're working intimately with them. It takes a lot of time and effort to be onboarding clients all the time. . And then offboarding clients as well.

How to run facebook ads for clients

You really want to be working with clients for the longterm and communication is a key to that. So one of the things that I do when I start working with someone is I will communicate with them every day for 14 days. Just give them updates on what's going on with their ad account. Even if not too much it's happened. You've just been researching like audiences before the campaigns launched, or you've submitted copy off to the copywriter. You would just say, Hey, just touching base. We've got some copy and I'm getting created for your campaigns. We expect to have that back by Friday. I'll send that through to you for your review and comments, easy as that they know something's happened or the next day we've been dialing in, we found some great audiences.

We've been doing a lot of research here and looking into your previous data on your ad account. And we can see there's some great opportunities. And when we launch these campaigns that we would like to try, . So just communicating every day, because that first 14 days is really like a honeymoon period where you're setting up the relationship and the expectations. .

If you take someone on board and then they don't hear from you in the first three or four days and they're thinking, what on earth is going on? I haven't heard, I guess they're . Is there anything that I should be doing? It puts some doubt in, so be on the forefront with communication and just be touching base. Then as things are progressing and you're running their campaigns, a weekly report is something that clients love. They don't all read it, and they don't need to know everything that you are looking at when you're running the campaigns, all the conversion rates and everything like that, just a summary of this is where, how much the leads cost. This is how much it was cost per sale. This is how many sales that we're tracking.
And this is what the landing page conversion rate is like. Um, these are some areas that we”re going to be continuing to try some, um, audience testing with, or loading in some new copy this week, just a summary then as well saying what's happened in this last week and what you're looking at doing this week, whereas things have gone South.

What you're doing to overcome that and get things up to speed again. . Communication is gold there in your weekly reports as well. Then also just each week, a touch base at the start of the week saying, Hey, this is what we're working on this week, X, Y, Z. And then at the end of the week, do a wrap up. Because when you are working from home, things can roll over into the weekends so easily and you really want to take the weekends off. ? You want that to be your time? Not only because we're here to have this work life balance but also so that you can refresh and you can come into it being creative again on Monday.

So do a wrap up at the end of the way saying, Hey, . So as we discussed at the start of the week, we've done X, Y, Z, just signing off for the week. Do you have any questions? . And then they see a chance to come in with any questions, yeah great these are awesome. Answer the ones that you can and get back to the ones that you can't. I'll get back to you at the start of the week next week, and give you an update on these other questions. . So that is a great frame of it and then also, if there is something that's underway or in progress, or that's being actioned, if you do daily updates, just I have my clients in a Slack workspace, their own Slack workspace. And I might just say, hey, we've started working on this today. Um, I'll let you know how that goes, or we're anticipating, we'll be launching these ads today or any other back and forth communication that's going on.

Then again, just like we have the wrap up at the end of the week signing up for the week at the end of the day, saying, , just touching base at the end of the day, we've got X, Y, Z going on. . Now the key to this when, if you have 10 or 20 clients,
yes, that's going to be harder for you. But what I encourage you to do as an ad manager, where you're charging a higher rate, so you may think you need 10 or 20 clients or 10 clients for example charging a thousand dollars. You need to get 10 to make 10,000 a month. Well, that's where, when you're a bit more experienced, I would be recommending you as an ad manager, be charging at least $2,000 a month. Plus a percentage of ad spent. So even $3,000 a month and percentage of ad spend. So obviously you don't need to have that many clients to break that 10 K Mark. So, charge what you're worth and communicating are a couple of big things.

So obviously if you do have more clients, if you are working with 10 or 12 clients, get a VA on board, have someone to help you. That's going to be essential, especially with your communications and everything in the back end. Now, with that, that's where I would also recommend that you continue the communications. It's that relationship that you're building with with your client.

You don't want to assign that to somebody else. You continue to communicate and have you a VA or someone else to support you, who could do those other things in the back end, such as taking the daily data. . That's something that you don't exactly need to do. You're looking in Facebook all the time. You just outsource it. Have someone who can come on board and they can put all the daily data in and the weekly reporting that will save you hours, that you can put back into communicating with your clients as well, to build those relationships and have a happy ongoing clients. And that's what we love as ad managers.

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Have you ever wondered how much you should charge as an ad manager?

How much should I charge as an ad manager? That's a question I get asked all the time by members of my inner circle and other ad managers that I've been coaching over the years. So how much should you charge as an ad manager?

Well, that's kind of a bit of a long piece of string. It depends on a few various options, like who it is that you serve and what your experience level is like. And also what your mindset is like as I've spoken with ad managers over the years, and they've really struggled with charging higher prices, a lot of it comes back to their own mindset and what they think that they're worth.

You see a lot of ad managers and a lot of people in general, they struggle with the thing called imposter syndrome. And it's especially true for ad managers. A lot of us can feel like we get our worth from the results that we get with our ads. If things are doing great, we're riding high and you have that confidence to charge more but if things aren't going well, then it's kind of like, gee, should I even give them a refund? Well, that's a whole nother kettle efficient something for a whole nother episode. But coming back to our mindset and realizing what you're worth as an ad manager is one of the biggest things that's going to help you to decide what you can charge as an ad manager.

And we'll circle back to that one shortly, but first of all, what should you charge? Well, there's going to be various different levels, obviously when you're just starting out, you're not going to be charging $3,000 a month. Hello? Sorry. No, if you're new to it and if you've got, you know the learner wheels on. It's really not, integrous, if that's such a word for you to be going out and charging these high fees, if you don't know what you're doing.

So initial stages while you're learning you charge appropriately and you make it clear to the person that you're working with, that, yes, I am fairly new to Facebook ads but if you are happy to give me a go with this minimal charge and I'll give you my all and you don't have to learn Facebook ads, I'm doing all that for you. And I'll be able to apply everything that I'm learning into your campaign so that you can get the best results possible. And they'll go sure, yeah, that sounds great. I don't want to have to learn them, so please go ahead, feel free and do it.

So for myself, when I started out and I wasn't quite sure what I was doing. With my first client, I got paid $12 an hour to run Facebook ads. It's a starting point. And you know, I'm very glad to have had that experience. I've worked really hard by the hours I would have put in it was probably more like $4 an hour.

How to run facebook ads for clients
Because I just went above and beyond and seriously, that's sometimes what you need to do, especially when you're learning on the job as well. So you'll be putting in extra time to do that extra learning and then be implementing. So if you're starting out as an ad manager, hooray, kudos to you! Probably don't go with those thousand dollar marks.I would probably be benchmarking at a minimum of $500 a month to manage someone's ad campaigns.

And a great place to start is with a training program that I have for that, which is called the client attraction code. It's a fantastic strategy to help get you up and running with learning Facebook ads, as well as bringing great value to businesses. As they build audiences, you can go out, target their ideal client, start building that audience and be drawing them in and attracting their ideal client. So you can grab that over at jodymilward.com/tendollars. And that's a great place to start learning Facebook ads and offering that as a service to clients.

So from there though, if you have a client that is wanting to do lead generation campaigns,
that is someone who, or when they want people to opt in for a checklist or teach it or watch a webinar, then that would be a lead gen campaign. Now, in my inner circle, we had a couple of members recently who were working with clients who had like a $600 a month budget, which is not much wiggle room. It's about $20 a day.

So when you're doing lead gen campaigns at that level, yes, that could be something that you could again offer for like a $500 a month price point as you get to learn, because obviously that business owner, they don't have that big budget for someone to go all in spending, you know, $3,000 a month on their ads. They're just sort of starting out as well.

So it's a bit of a testing ground. So again, great place for you to learn but we need to make sure that the client would have those clear boundaries and expectations of like, well at $20 a day, we might get two leads in. We might get four, but there's a bit of testing underway. So when you are just starting out, don't overcharge and don't pretend to be something you're not, don't pretend to be someone who's been running Facebook ads for a long time.

You have all these case studies and success stories and stuff, be honest, okay, that's going to serve you so well in the long run. As you communicate with your clients saying yeah I am new to this. This is something that I'm learning, but I'm willing to do this at this reduced rate just for a little while, while you're getting your learner wheels off. And we can talk about increasing what your monthly retainer would be after you've, you know, worked with them for maybe a month or two and generating some results for them.

So that is a way you should be starting off as an ad manager and providing ad management services to clients and answering that question of how much should I charge? Now I know ad managers, who've been doing this for a couple of years. They know their stuff. They've gotten great results for clients, but they're still just charging a thousand dollars a month.

Now this is where I'm trying to teach them, educate them and show them that the value that they are bringing by running ads for clients and they're managing $5,000 a month ad spends they're generating leads and helping that business owner get sales and increase their revenue. So when you are doing that, when you are a Rainmaker for a business and you can do something,
that's helping them to improve their revenue, then you need to charge accordingly.

You are a very valuable asset to that business. And as you get the skills as you get the experience, and as you know what you're doing, then yes, charge a higher rate. And I'm not saying an hourly rate at all, go for a monthly retainer. And then that's up to you is how many hours are you going to do? I know for myself, I do put in a lot of hours and that's why like I charge a higher premium rate because as I like to say, when I kind of have a boutique style that I work with people it's very exclusive, very close. And so I give them the white glove treatment rather than the rubber glove treatment.

So when you're working and you have that kind of level of service, you can charge more and work really nicely intimately with people. And they know they're well looked after and well taken cared for. So if you're in that interim of like, I have just started out, but I don't have that confidence to be charging higher rates yet.

Look at what you've done. Look at the case studies, look at your own mindset, consider how you're viewing yourself. If you're viewing yourself as someone who is just, you know winging it and not getting results now, and then you need to look at your mindset and you need to, you identify that you have a very valuable skillset.

And by having that skillset, you're helping other people build their business. They need you! And so when you are a great ad manager, when you give it your all, and you do do your best, you are justified by charging those rates of what, $2,000 a month, $3,000 a month.

And then also this is where it's very popular with ad managers to either charge a percentage of ad spend on top of that monthly retainer, or possibly even a percentage of sales that have come in via Facebook. So you can see there, if you're charging $2000 or $3,000 a month and you work with a client that is, you know spending $10,000 a month and you're getting 10% of the ad spend so you get an extra thousand dollars. So you're rewarded for your hard work. What other businesses or careers can you get rewarded like that? Where it's like here, this is what I charge. And then I'm getting rewarded for my work. Sales, I know you get that with commissions but it's also a great benefit to being an ad and to be able to add that on because you're doing a great job and you should be rewarded for it.

Now you may be thinking most people can't afford to spend $2,000 a month for an ad manager. Well, if you have that conversation with someone where you are having a discovery call and you're seeing if they're a great fit for you and if they say, Oh, $2,000, I don't have that kind of money for an ad manager. Then they're not your ideal client. It's as simple as that. Some people will say yes, some people will say no. So what! You will find that with the rates that you charge, you will attract the right clients for you.

So if someone can't afford you, that's fine. You know, that's where they'll maybe need to go and hire somebody who is starting out an intern, so to speak. But if they're wanting someone else who is more experienced, then they need to pay for that service. And if they can't afford it, that's fine. You say, good luck. Look, I look forward to working with you at some point, when you are able in a position to be able to afford this management fee, that's it,

it's not the end of the world. There are millions and millions of businesses all around the world that you can tap into to offer Facebook ads as a service to, and between you and me, when you are working with people that are easy to say, yeah, sure. $2,000 a month. No problem, let's sign up! They're going to be sweet clients and away you go,it is possible.

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How to use Facebook Live as part of your video Marketing Strategy

If you are tired of creating Facebook posts that nobody sees (painful isn't it!) then you NEED to be using Facebook Live and video on your Facebook Page – it’s ‘crackalackin'! You can get ten times the reach of a normal static post by changing and doing a video post.


The two types of video that we're going to be talking about is Facebook Live, (oh my gosh, it is huge, you need to be doing it!) and video posts. I know some people aren't quite up to going live yet and that's cool. You'll get there.

Facebook Live. It is hot to trot! There is no doubt Facebook loves it. You may have even seen ads for Facebook Live around the place.

Facebook Live Video Marketing Cheatsheet
Download your Facebook Video Marketing Cheatsheet

 

Why do you want to use Facebook Live?

  1. Like I said, Facebook loves Facebook Live and they're going to reward you for going Live on Facebook by pushing your livestream out into people's newsfeeds.
  2. People are likely to watch your Live stream videos three times longer than just a normal video post. That’s a very important metric to Facebook who sees that longer viewing means it is an engaging video therefore we're going to show it into more people's newsfeeds. That is going to improve your reach and your engagement because also….
  3. People are ten times more likely to comment on a live video. Not only are they watching your lives three times longer, they're ten times more likely to comment. Again, that's an important engagement metric that Facebook looks at and will improve your organic (free) reach long after you've pressed the finish button on your Live Stream.

That's why you need to be using Facebook Live. If you're not confident in it yet, there's a simple hack that you can do. That is, when you put the details in and when you're ready to go live, you'll see that there's a little button just over near your picture and it will say “Public”. If you just tap on that and say “Only me”, then that will show your live only in your newsfeed. How is that? You can practice without worrying about anyone else having to see. It can just go live straight to your newsfeed.

You can have a few practices but promise me, promise me, you won't be hard on yourself. You won't look at it and go, “Oh, I'm no good. I'm just going to give up 🙁 ” Don't do that! Watch it, see how you could make things better and critique yourself constructively and then try again.

Another great hack for practicing would be to create a group with a couple of trusted friends that you can all be in and go live. Therefore, you do have an audience so you can talk to them, you can interact with them, they put comments in, so you can actually get a great feel for what it's like going live and having an audience. They can also go live in the group as well. It's a win-win.

That's another great way to practice going live, is to either do it privately, just to yourself, or create a group with some trusted friends and get the whole experience there.

Facebook Live is a really, really powerful tool for your marketing strategy. It's something that if you're a coach, a consultant, an author, a speaker or if you have a skill or hobby that you're wanting to share with the world, your ‘particular set of skills’, then you need to be doing Facebook Live. You really do!

Another way, to use video in your Facebook Marketing Strategy would be to  do a video post to your Facebook page. That would be where you could record yourself so you can get comfortable in front of a camera (if you’ve got a good camera on your smart phone just start with that), but you have the added bonus of being able to edit it. When it comes to editing, you could just use the simple free tools like iMovie for Macs or Movie Maker on Windows. Nothing big and complex. That's all you need to be able to edit your videos, cut it down to something nice and upload it directly to Facebook – that’s the important part.  Facebook will reward you with greater reach by uploading your videos directly to the Facebook platform (ie. NOT via Youtube) by putting it out into people's newsfeeds, getting greater reach and such.

Now, another option for your video marketing is, instead of doing static image quotes, you can create them in a video with tools such as Ripl.com or Animoto.com.  They're tools that are so easy to use and they can create fantastic, gorgeous looking video graphics that you can put on your page. You will see that you will get a far greater reach by uploading these as videos than just a normal static post.

 

Facebook Live Video Marketing

 

I’ve created a Facebook Video Marketing Cheatsheet, which gives you tips on how & why to use Facebook Live and tools that you can use to create a normal video post. In the Cheatsheet, there's an example where there's a static post that had about 119 people reached, and then a Facebook Live that had 1,117 people reached.  That’s an increase of 838%

That is just the kind of impact that using videos in your posts are making. That is massive, free, organic reach.

But wait just a second…. Here’s the kicker…

Facebook is building an audience of everybody who has viewed your videos. Not just one video, not just two videos, all videos. While these are going out into newsfeeds, getting free organic reach, Facebook is building an audience of everyone that's viewed them and that is really powerful. There is nothing like video to build up the know, like and trust factor with your ideal client, or your potential students.

That is a massive win. They're getting to know you, like you and trust you. Then, when you're wanting to do some Facebook ads, you've got a warm audience there already who have watched your videos which is going to reduce your costs to acquire a new lead or customer because you're not targeting cold traffic who don't know you from a bar of soap.  This ‘warm audience’ will be more likely to give you their email address when you ask for it.

So not only are you getting the massive increase in free reach, Facebook's putting all of your videos out there, and building an audience for you!

Oh my gosh, there's just so much gold in Facebook videos at the moment. When you've got a video that has seen massive reach, that has done really well, that people have commented with, you can put just even $1 a day with a Facebook Ad to get it out to a bigger and bigger audience.  Getting people to see your videos and build an audience for pennies!  Which again, will be building an audience that then you can retarget with the next step in your Facebook Marketing Funnel.

If you're not using Facebook Live or Videos already, or you're doing them half-heartedly, you really must to incorporate it into your marketing strategy. You will be amazed at the sudden jump in increase of reach that your page will get and the engagement that will come. It really will breathe some life into your Facebook page. You're going to love it!

Get your FREE Facebook Video Marketing Cheatsheet that has all of this information and more, tools you can use, how do you use Facebook Live, why to use Facebook Live, and how you can also create video posts and tools that you can use. Click here and grab the free download and incorporate video marketing into your Facebook Marketing Funnel – it is powerful. Powerful!

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3 things I’ve learnt in generating over $2 million dollars with Online Courses

Now, you probably think to make over $2 Million in Revenue selling online courses, my clients are big-gun online marketers….

Let me just tell you now, they are not.  You don't have to be a big guru with a huge marketing budget. One of the keys to having a profitable online program is to start where you are with what you've got.

 

By implementing the 3 strategies below and consistently put in the time and effort, you too have the potential to make a very generous living selling your online program to a global audience.   We're in a happy, happy place in time right now with technology that is available to us.

 

Pro-tip #1: Facebook Ads

One of the keys I've learned for my clients creating $2 million in revenue with their courses is to know how to produce converting Facebook ads. Facebook are an ATM Machine (yes I know that means Automatic Teller Machine Machine – but that's what we say right!).

My clients have generated these sort of sales just using Facebook ads. That's the kind of results you can get when they are done right. When they're done wrong, well that’s when people say, “This doesn't work, I give up!” My advice to you is: don't give up!  Keep testing and trying!



Where many people fail with Facebook ads, is that they don't know their audience.  This is ESSENTIAL to your business – full stop!  You need to know your audience.  And when you do, and you do your data mining in Facebook, then you're on track for some sweeeeeeet, low cost, high converting Facebook ads that bring in sales.   You need the right audience – which you have because you've done your research on Facebook, you know where they're hanging out and you target your ads to them.

 

Another part of successful Facebook ads is the right message. You got the right audience, and then you need to have the right message that's going to be speaking to them. So that your Facebook ads are resonating to them, it's identifying the problems, it's identifying solutions for their problems and it's striking a chord with your potential students. The right audience and the right message are two of the KEYS for successful Facebook ads.



Pro-tip #2: The “Landing Page”

Now, when you're investing in Facebook ads you're going to be sending the people who ‘click' on your add to another web asset (like your website_ to take further action.  In the case of online programs, a very effective strategy is to send traffic to a Landing Page.  This is a page specifically designed to offer the potential student a sliver of information from your online program that want to know – therefore give you their email address in return for that information.  You don’t want to be sending them straight to your homepage, you don’t want to be sending them to some sort of random page where there are multiple things to click on and take their focus away from the action you want them to take.  Also your landing page needs to reflect the ad they clicked on that sent them there.


It's like you've got on a plane to Thailand.  When you arrive, you expect to see Thai writing on the wall when you get there.   If you get off the plane and see Swahili written all over the wall you're going to turn around, get back on the plane and go talk to the captain!   That's the same sense of expectation we want with our Facebook Ads to our Landing Page.  It's got to have the same ‘ad-scent’. When people look at your ads and click the link on your ad, they need to go to the page that reflects your ad. It's got to have the same sort of image, it's got to have the same headline, it's got to compliment what's being said on the ad so that when they get there it is a natural progression. The ads pique their interest and the landing page is where they're thinking, “Yep, I just want this information.”


So you need a landing page that compliments your ad with one call to action. You've got to be precise and you've got to be clear, that's why you don't want to send people to a home page or another page that's got all widgets and banners down the side, or ads and banners all over the top (unless you're sending your audience to a blog post  – like this 🙂 ).  Your potential students are thinking, “What do I do? I don't know what to do, I'm outta here” and they bounce off your site and back to Facebook. So have a clear call to action – clear and concise. You can just copy the headline over from your ad, copy the image over from your ad, and then just have a couple of bullet points.





Another thing to keep in mind, is millions of people only ever access Facebook on their mobile device, so make sure your website is mobile friendly.  


That's why we keep it short, and when they have gone over to the landing page on the mobile, there's not a lot of scrolling, not a lot of things to look at, it's right there in front of them. ‘Tap, here's my email address, give me the information”. That's the next part, the third part that is a key for profitable online course, is the follow up series because really, the percentage of people that come over to your site and are ready to buy for the first time is really, really low, like 1%.  People that don't know you from a bar of soap generally aren't really ready to pull out their wallet and spend $500 or $1000 on a product.


Pro-tip #3

One of my clients generated $350,000 in sales in just seven weeks, selling a $997 info product. Not bad numbers hey? Now, do you think all of those sales came from straight off the bat on the first visit or direct from their webinar? No.  This is where Email Marketing comes into the equation.   


Your email campaigns are where so many of your sales are going to be coming from because emails provide you with an opportunity to build up a relationship with your potential students.  They'll sign up for something that piques their interest – ‘Okay, great, you've got some information that can help me solve this problem, I want to know more about it!’  So they sign up and but there’s a voice in their head saying, “Okay, so why should I trust you? Why should I invest my money into you? Why should I listen to you?”


That is where your Email series can help provide value (even though I'm really disliking that term at the moment. Everybody is out and they're saying, “Provide value, provide value” and lot of people are saying, “Well what is value? How do I provide value? Break it down for me.”) Providing value is giving them information that's going to help them solve a problem or achieve a solution to their problem. That's one of the ways that you can provide value.


Again, it's knowing your potential students, that through your email series you can speak into them.  That's where you're bringing information to help them, establishing a relationship, building the know, like and trust factor. It's such an important part of a profitable online program.


From there it's a natural progression.  People will start to see you as an authority, they will start to respect, they will start to trust you. Then, when you offer them a solution with your paid course, they're more likely to say, “I’m in!”.   You've given them a free offer from the landing page and then you've developed that relationship, and your authority through your email marketing.


From there, that's when sales will generate and really kick off and you will be building up a tribe of ambassadors who know you and love your program and then when you have another program to release, they're the first in line to get it from you. They’re raving to their friends about the difference that your course has made in their life.




So that is the three keys that I've been using, continually learning and tweaking to achieve over $2 million in sales with my clients and their online programs. Yes, Facebook ads are powerful! No doubt about it! But, before you invest into them, you need to have your landing page set up, you need to have your email series in order.  Otherwise if you're just doing the Facebook ads without these other pieces in place, you're not going to get such effective sales coming from them. It's part of that system.  You need a system in place to be able to promote your online course.


I do actually have a free infographic that helps map it all out for you. You can go to… 

https://jodymilward.com/fbfunnelflowchart  

…to get your copy to download.  That's going to help you get a visual like, “Okay, so these are the steps I need to do to create a Facebook Sales Funnel.” From there that is the foundation to putting this all together to get your online sales system working like a machine for your online courses.


Click here and grab that free flowchart to help you get that visual, and map it all out, and then think of how can this apply to your business, where can you improve it? Improve your landing pages, improve your email marketing, and from there, finding your audience, getting your message to your audience, honing in on where they are and what are their pain points. That's when you're going to start to see awesome results from your marketing efforts for your online programs.




I’d love to chat with you LIVE on my Facebook Page when in bring you some of the latest tips to help you build your business and sell your online courses.  Click here to Like my page & get notified when I go LIVE!


Jody

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Why Your Facebook Ads Don’t Convert & 3 Things You Need To Do To Fix It!

 3 KEYS TO ADS V1 Crayons

“I’m starting to realise how important copywriting is in my Facebook Ads”

 

…is an all too often comment from entrepreneurs with a product or service they are wanting to promote.

 

I know first hand just how awesome Facebook Ads are…

 

really awesome.

 

I've done Facebook Ad Campaigns for clients which have resulted in 10,000 leads and $350,000 in sales, built 7 figure businesses and seen 10x return on investment (ROI), heck even  5,500x ROI using the power of retargeting ads (but we'll leave that for another post).

 

But I also know if you have crappy copy, your Facebook Ads are not going to convert – or if they do, you will be paying a higher cost per click.

 

Trust me.  I’ve been there and done that.  I haven’t invested the time to write and rewrite ads, tweak headlines, test and test again and the results have been like a black firecracker in the night sky.  There’s been an excitement and expectation of something spectacular happening – hundreds of conversions for just pennies and sales galore… but *poof* money up in smoke and nothing to see.

 

You’re left with your jaw hanging, staring at your screen.

 

Then you kinda get over it and end up writing something like “I got what you want, just click the button and gimme your money.  Now.”

(ok, maybe now quite so abrupt, but you’ve thought it haven’t you…. Or maybe it’s just me….)

 

But the words you use in your Facebook Ad – every single word – are vital to the success of your campaigns and the profitability of your business.

 

The better your copy converts, the more you sell.

 

Simple huh?

 

Sure, your ad creative (image, video etc) is really important too but this post is about copywriting. Using words that pique the interest of the reader, prick their pain point, and promise a light at the end of the tunnel bring in profits.

 

I’m sure you have a fabulous product or service that will help be a solution for someone’s problem and improve their life in some way.  I love it!  But if you don’t get your message heard and sales in, then you aren’t going to help anybody and that is tragic for you and the hundreds or even thousands of people you could be serving.

So how do you write better copy in your Facebook Ads?

 

Well this where the private investigator in me comes out a bit.  You gotta spend sometime researching….

 

 

KEYS TO ADS FB AD SWIPE FILE BLOG IMAGE V2

 

1. KNOW Your Ideal Client.

If you’ve done the hard yards to put a program together or committed to providing a service, I would think you would have a good idea of who your ideal client is.  But sometimes, we need to take some time to refocus on our client and get really specific.

“I sell weight loss services to women” is kinda broad.  I mean your 22 year old single lady with no kids is less likely to engage to the message that you would give to a 43 year old mother of 3 (like me)

 

So that may just mean instead of having 1 ideal client avatar, you may have 2, 3 or more.  So take the time to research each avatar you’ll be targeting.  Come up with a name, where they live, career, kids, even print a picture of your ideal client to really bring it home.

 

If you have clients already, have a look at their Facebook Profiles.  Depending on the security permissions they have set, you may be able to see what Facebook Pages they like and get more information about their interests and where they are hanging out online.  This information will really help you when it comes to targeting the audiences you will serve your ads to as you can explore deeper with Audience Insights.

 

 

2. Know What Your Ideal Client WANTS.

One of the keys to copywriting that converts is to not write about yourself though at surface level that is how it looks.  What you’re really writing about is the reader – answering their questions and offering a solution.  Remember, you’re client doesn’t particularly care about you (sorry to bring you the harsh news!), they are thinking “What’s in it for me?”

 

Write copy that speaks to the reader’s feelings, desires, dreams and fears.  Tony Robbins said “Emotion is the force of life, it’s what drives us” and it’s certainly what drives your ideal client to click on your ad.

 

So how do you find out what they want?

 

Facebook groups are a fantastic place to start.  Find groups where your ideal clients are hanging out and listen to what they are saying.  What questions are they asking?  What pain points are they wanting to solve?  Depending on the group rules, you may also be able to ask strategic questions to help you better serve your clients – current and future ones.

 

So use the priceless information from Facebook groups as a framework to write the copy for your ads.  What positive change can you bring to your reader to help solve their problem?  Focus on that rather than the actual product or service.

 

3. Headlines Are KING!

According to Copyblogger, 8 out of 10 people will read your Headline but only 2 out of ten will read the rest of your copy.

 

Wowzers…..

 

So if you don’t have a Headline that makes someone tap on the screen and stop scrolling, then you’re in the Newsfeed Whitewash….

 

So armed with your Client Avatar and the questions from Facebook Groups you have an arsenal of ideas to craft a killer headline.

 

For inspiration to put it all together, check out Amazon and look at books that align with what you are offering.

 

What…more research?!

 

Yup

 

Book reviews are a goldmine for creating copy that converts.  People who loved the book often seem to provide excited statements which feature the benefits they have received from the book.  Also negative comments can also help to address issues which you can counteract in the copy you write for your product.

 

Be sure to also test the length of your headlines.  AdEspresso tested thousands of Ads and suggests that Headlines with only 5 words convert the best.

 

“If I had more time, I would have written you a shorter letter”

 

Benjamin Franklin and Mark Twain are some of the people who have been attributed to this quote.  It is a Copywriter’s golden rule and especially when it comes to Facebook ads as you have just seconds to capture the reader’s attention with a catchy headline and stimulate just enough interest to get that click.

 

I know it can be hard to get your creative juices flowing sometimes.  That's where it's great to look at and model what is already working for top online marketers bringing in 6 or 7 figures from their Facebook Ads.   So if you're needing some inspiration, click the image below to steal my Swipe File

 

KEYS TO ADS FB AD SWIPE FILE BLOG IMAGE V2

 

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How To Get Free Fans On Your Facebook Page

How To Get Free Fans On Your Facebook Page

How To Get Free Fans on your Facebook Page?! from Jody Milward on Vimeo.

So you've got a really engaging post on your page that is getting great engagement and interaction. Aside from saying “At last!”  what are you going to do with all those people who Liked your post?  Just let them scroll off into the News Feed never to be seen again?

In this little “How To” video, I show you how you can turn those casual Likes into Page Fans – for FREE!

Building up your ‘Likes' on your Page has nothing to do with being popular.  Social Proof is very important.  Who would you rather do business with?  Someone with 74 Page likes, or someone with 350 or 3500 Page Likes.

Also when you are wanting to promote with Facebook Ads, you will often find it is cheaper to promote to your Facebook Page Audience (which is a warm audience) rather than cold audience you have no relationship with.

 

Give this a try on your Facebook Page.  I'd love to know your results.  Join my private Facebook Group and let me know how it worked for you.  Just click on the link: https://www.facebook.com/groups/GoldilocksAcademyMastermind/

 

Know anyone who would find this info useful?  Tap a button below 🙂

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Claim Your Facebook Web Address

Claim Your Facebook Web Address

Have you claimed the Facebook web address for your page?
When you create a Facebook Page, it is given a URL something like facebook. com/27862354872683 (a series of numbers).  You need to allocate a specific Facebook URL or Facebook Web Address to ensure your Page is easily found so it will say facebook. com/yourpagename

In this video I show you just how to do that – because you want people to find your FB Page right?!

So be sure to check your Facebook Page and claim the Facebook Web Address you want for your page!

 

Did you find this information useful?  Please share and let others know of this key information to help them get their Facebook marketing just right!

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