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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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When is the Best Time to Post on Facebook

When Is The Best Time to Post on Facebook?

This is a question I hear often.  There is no point standing in a room and sharing a fabulous message when the room is empty.  So why would you post on your Facebook Page when your Fans are not on Facebook?  You need to time your posts to go out at just the right time – when your audience is active.  This way, they are online and ready to engage with your posts straight away.  When Facebook sees your posts getting instant attention, their algorithms will push your post further out into the Newsfeed – increasing your organic reach (i.e. FREE!)

So in this little “How to” video, I show you the Ninja tactic to know – not guess – KNOW, when your audience is online and when is the best time for you to post.

Want to discover up to date Facebook Marketing Strategies to grow your business? Click the link to join my FREE Facebook group where I'll bring you the latest news and answer your Facebook Marketing questions.  Click the link below to request access…

Goldilocks Academy Mastermind Facebook Group.

Did you find this information useful?  If so, please feel free to share…

 

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Videos are Hot on Facebook

Get Massive Organic Reach on Facebook With Videos When You Do It Right!

Videos are HOT on Facebook right now – BUT this is one major thing you need to know!

Posted by Jody Milward on Sunday, September 20, 2015

Are you tired of posting quotes and images that aren't getting seen.  You can still get great organic reach with your posts and the secret weapon – Videos!
There is no doubt that videos are hot on Facebook but before you start sharing videos across from Youtube – stop right now!  Facebook wants to leave Youtube in the cyber dust when in comes to video content so if you're sharing Youtube video to Facebook – then you're wasting your time!  You need to upload your videos directly to Facebook for maximum organic reach.
What do you do if you don't have any videos to upload?

Share a video from another Facebook Page to your page.  Recipes, inspirational and yes, even cute cat videos are great to share over to your page.  Just look for Videos that have had a lot of views already so when you share it to your Page, it's already proven that it's what people want to engage with and Facebook will put it out into people's News Feed.  You will also find that by doing this, when you do your next post you'll be more likely to have an improved reach as the video has created momentum for your next post.

Have you been posting Videos to Facebook?  Have you found it improve your organic reach?

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Facebook News Feed Preferences

Tired of missing posts you want to see!  Customise your Facebook News Feed preferences and see the posts that matter to you.

Have you ever found yourself scrolling through your newsfeed and suddenly thought “Hey, I've haven't seen a post from (insert name here)!”  So you look them up and you see they have been posting!  Facebook's algorithms have decided that you're not really interested in what they post so therefore out of the 1600 or so posts you may see each day – these won't be one of them (along with another 1300 posts from your connections).

This is where Facebook News Feed Preferences come in handy.  You can select up to 20 Personal Profiles or Pages that you want Facebook to always show in your news feed.

If you're on a Laptop, this is how you set your preferences:

  • Settings > News Feed Preferences
  • Click on People
  • Then click on the arrow next to Following on the right
  • Select > See First

To select Pages you want to see first:

  • Settings > News Feed Preferences
  • Click on People
  • Then click on the arrow next to Following on the right
  • Select > See First

Now, if you're one of the 399 Million who only access Facebook on their phone (crazy numbers right!)  Here's how you do it:

  • Tap on your ‘More' icon (at the moment, 3 lines in the bottom right corner of your screen)
  • Select > News Feed Preferences
  • Prioritise who to see first
  • Tap on the Profiles or Pages you want to see first.

Remember you can only select 20 to see first in your News Feed.

 

 

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Posting Predicaments!

Post Facebook

“How often should I Post on Facebook?”

This is another contender for the #1 question that people have when it comes to promoting their business on Facebook.  Some pages post once a week, once a day or even 26 times a day!  The real question is “How often does your ideal client want you to post?” If you're posting great content which they want to see and engage with, then they will welcome your posts  (but I do think 26 in one day could be wearing out your welcome and burning you out in the meantime!).  If you only post on Facebook 3 times a day and your content is missing the mark for your audience, they will probably hit the “Unlike Page” feature pretty quickly.

Your Facebook page provides a way for you to connect with your community, and establish relationships.  If you were trying to build a relationship with someone, talking to them every now and then would be slow road to friendship.  The same applies on Facebook.  You need to regularly provide conversation to your Fans to build a relationship, establish trust, earn the right to then promote your product and have them happily provide their most important asset, their email address, to you.

There is on average 1500 potential posts which can appear on a persons Newsfeed every day.  If you post once a day, it may well be like finding a needle in a haystack. Another statistic for you – your Page posts will only have an organic reach to approximately 16% of your Fans. So unless you're Hugh Jackman, only posting once a day (while preventing social media death to your page by not posting), is like Social Media Coma – the lights are on but nobody's home. However, the number 1 rule for to post on Facebook is content!  You need to create posts that your fans are going to like, comment, share or click on.  This tells Facebook that people are ‘picking up what you're putting down', and you get the big thumbs up which will get your posts into the newsfeeds of your fans for further organic reach.

So what posts do people engage with you say?

1.  Well, have you ever noticed the loads of positive, encouraging quotes in your newsfeed?  That's not by accident.  The number 1 thing on Facebook that gets engagement is quote images.  People ashare things that will make them look good.  So post at least 2 encouraging/inspirational quotes a day.  Make up your own or goolde some.  Images always get more engagement, so head to picmonkey.com or canva.com or wordswag.co for a couple of easy peasy programs to help you create image quotes that POP out of the newsfeed and increase engagement.

2. Have you noticed how crazy popular reality shows are?  That's because people connect with people.  Your fans want to connect with you.  I'm not saying to get out the phone and start recording the next argument you have in your house (definately not!) but every so often put a photo of you, your life, up on your page.  It could be a behind the scenes business shot – people love backstage access!  You will definitely want to upload a short video to Facebook – this could be something encouraging, inspirational or again something behind the scenes.  Facebook loves video and you will see your reach and engagement go through the roof.  I love video as it also makes it personal.  Your fans see and hear you so when you post to them in future, they start hearing your voice and mannerisms, further establishing their relationship with you.

3.  Share the love.  Facebook likes it when we play nice.  Facebook likes it when we play nice and give kudos to other pages. So another fantastic way to increase your organic reach is to Share a post from another page to your page. Look for a post which has had high engagement with likes, comments and shares and remember to keep it complimentary to and inline with your brand. For inspirational posts, check out the Zig Ziglar page on Facebook – over 3.2 million followers with high engagement on the posts = a winner to share!

There are a number of programs that can help you with your posts, one that will help you prevent your hair from going curly, is Postplanner.  This is a fantastic App which can find great posts for you to post and share directly from their app.  The cost is minimal and for the hours it can save you, you'll be grinning from ear to ear!  You can find it here (just letting you know this is an affiliate link, but I wouldn't recommended it if I didn't use it and I know you will love it!)

See you on Facie!

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Profile? Page? Please?!

Ok, number 1 rule for Facebook for Business is you you need a Facebook Page.

This may come as a bit of of a surprise to a number of folk out there – but one of the most common questions people starting out on Facebook have is:
What's the difference between a Profile and a Page?”  This is probably the number 1 question which gets asked time and again because their on Facebook and they think they are one and the same.

So let's have a look at it…

Here is my Facebook Personal Profile.  You can see it's my Profile because it has my name and details about me. Also there is no Like, Invite Friends to Like or Call to Action Button – as you don't have these options on Personal Profiles.  Personal Profiles are where we post to catch up with friends and family and wish each other Happy Birthday rather than picking up the phone and calling them! (If you do that – stop it – pick up the phone and call your mother! 😉 )

Jody Milward FB Profile Image

 

 

Now that we know what a Personal Profile looks like, here's what a Business Page Looks like

Facebook Business Page

 

You'll see where my name is, there is a description for the ‘entity'.  Mine says “Business Person”  but there are a number of options for you to chose from, depending on how you set up your page – Local Business, Company, Brand etc….

I'm sure your little eyeballs have also noticed the Likes, Share and Call to Action Button – which I have chosen “Sign Up”.  These buttons are KEY features for your Business Page to increase your following and connect with your community.

“Ok, that's all great, but WHY do I need a Business Page to promote my Business on Facebook?”

Well that's a great question.  Let's see why…

1. Facebook doesn't approve of people using their personal profiles for ‘pimping' to their friends.  Ultimately Facebook is a social platform – where people catchup and hangout.  If people are using their personal profiles to promote their products or services – it reduces the quality of the users experience and that makes for an unhappy Facie.  Facebook is focussed on quality user experience, so they are endeavouring to keep their users newsfeed as engaging as possible and managing the marketing posts to people don't get bombarded with “BUY NOW” messages and ensure quality content.

So you need another reason?  Ok then…

2. Google spiders Facebook Business Pages.  This means that Google looks at and tracks the posts on your business page which helps your SEO.  Active Facebook Business Pages can rank higher in a Google search than many static Websites which means your Facebook Page could make it to the first page of Google long before your website does – woohoo!

Still need convincing?…

3.  You can't advertise using a Personal Profile.

If you're hoping to get on Facebook make a couple of posts which ‘go viral' and ride the wave of sales without putting any money into marketing, then I suggest you sit down and wait for the Tooth Fairy to bring you $2 when your teeth start falling out 🙂  If you're in business you just can't afford not to spend some money marketing, and Facebook is an extremely effective platform to use the ‘refractor beam' to laser in on your ideal clients, increase brand awareness and connect with your potential clients for a fraction of the price of other marketing options. Even Google is advertising on Facebook – so what does that tell you?

So I trust you're now convinced to create a Facebook Page for your Business – so how do you do it? – Easy peasey.

Create Facebook Business Page

 

Simply go to your Facebook Personal Profile and click on the little downward arrow over to the left.  Choose “Create Page”  and away you go.  There will be a number of options to chose from which you can change later on.

However when you choose the name for your page, don't get too creative!  You want to choose a name thats easy to remember and easy to spell.  Also keep in mind what you are doing now, is not what you maybe doing 5 years from now.  So it may be a good idea to use yourself as the brand (as I have done) that way, you have an open platform to market what ever you like over the years instead of being restricted by your current interests.

One very important little note here is this – you can only change the name of your page ONCE!  So have a think about what you are going to call your Business Page and think twice before you change it.

 

 

Cheers

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Facebook FOMO

Are you suffering from Facebook FOMO?

Have you heard that people can make money on Facebook and you want in on the action? Firstly, in case you’re not familiar FOMO it’s the “Fear Of Missing Out”.

 

The good news is you certainly can get in on the Facebook action.   Facebook Marketing is a powerful tool for someone who wants to promote their business on Facebook.

“But what if I don’t already have a business?” I hear you ask? Well, lets investigate that option for you because obviously if you want to be making money you have to have a product or service. So let’s do a bit of research (I was after all a Private Investigator!) and look at the very first steps to take before launching a business on Facebook:

 

  1. Your Product or Service.

One of the most powerful aspects of Facebook is the ability for you to build a community.   You can have hundreds, thousands, tens and hundreds of thousands of people following you, looking to you as the expert of your field. So that then begs the question – do you love it? If you don’t love your existing business, perhaps you can do something with your passion or hobby that’s been sitting on the sidelines. I’ve seen people who were promoting health and nutrition products lose the fire because this niche wasn’t their passion – they were passionate about bookkeeping (crazy I know – I’m sooo not a bookkeeper!) You want a product or service that you love and can easily rave about – that is infectious and people will come to you like bees to honey! If you don’t know what your perfect product or service is, take some time to think about 5 things that you love, are obsessed with, can easily talk about and have a great interest it. This is a great way to identify the product or service for you.

 

  1. Is there a Market for your Product or Service

Again, my P.I. background has taught me that research saves much heartache! Do some super sleuthing to see what the market is like for the product or service you are interested in selling. You can easily do this by Google search, Facebook Search (using the little search bar at the top) and using the Google Keyword tool . this is a handy tool where you can put in the words “electric foot warmer” and you will see how often the term is searched and if it’s a low, medium or high keyword (high – searched a lot and a lot of competition in the market place!)

A Google search is great value to see what else is out there – what others are doing and also to help identify what you can do different. You need a USP – a Unique Selling Proposition. What can you do differently that will set you apart from the rest. The marketplace is crowded and you need to stand out; because average is dead.

The most unique thing of all is YOU. There is only 1 you – remember that and use it to your advantage. Incorporate your qualities into your business and branding because people do business with people.

With love

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