UWR 020 If you are not running these FB Ads you are leaving a tonne of money on the table

Now, of course, we all know that we should be running some kind of lead generation ad in our business. That’s pretty kind of normal advice in terms of growing and scaling a business is that we want to have some kind of lead gens ad. And by lead gen ad I mean an ad that you are running that basically in some way gets people to interact with you and leave you their details. So usually their email address in exchange for something. That something might be direct to a call or it might be an opt-in, a PDF, whatever that is, but running some kind of ad in the business to generate leads.
Of course, we know that we should be running that kind of ad is standard. Some of the other ads that can make a big difference to our bottom line that we perhaps particularly if we are still running our ads ourselves, particularly we’ve not outsourced those, that it might be really good for us to have a think about running. So I’m going to run through those with you today.

First one that I want to speak about is running some sort of ad to people who are already on your list. They are already on your email list, but they’re not clients, they’re not customers. Inviting them to A, whatever your call is called, a fitting call, a discovery call, a consulting call, whatever that call is that you have that essentially that sales call. Inviting everyone on your list into one of those calls. You want to be running an ad like that all the time to the people on your list and of course you want to be making sure in Facebook that your custom audiences are set up so that you can run ads to people on your list and so that it is constantly being refreshed. So that as new people are added to your list, they’re getting added into this custom audience within Facebook. So that you can run adverts to them so that you can run Facebook ads to them and start trying to get them into the next stage.

So getting them on a call with you. If you’re not running ads to people who are already on your list, inviting them to the next stage, which is generally speaking of call, then you are leaving some money on the table with those people. Of course, you should, as part of your weekly email newsletters, be inviting them via email as well. That’s just another kind of by the by. If that is not part of your process, I highly encourage you to have that. What we do is we have it as a PS on our emails that go out. PS, you want to take the next steps. These are the various options for you and one of those things is to invite them to a call. So that is a big one.

The next ad and number two, that I highly recommend that you have a think about how you can implement in your business because again you’ll be leaving some money on the table if you don’t. Is retargeting those people who you have already spoken to on fitting call. Who were from your perspective a good fit but they were on the fence after the call. They were humming and hawing and they’ve gone away to think about it. They’re not quite sure. They need a little bit more time to decide. Running ads to those people and particularly things like case study ads or testimonial style ads can be a really good way to get them to be warming up to the idea of working with you a bit more.
And in those ads your call to action. Maybe for example, to get on another call, it might be a quick kind of 15 minute call rather than your … I say a usual 45 minute call or whatever that is, but you want again to be encouraging them to move along the next stage of the process. You already have spoken to them. You know that you’d be able to work well with them. You know they’re a good fit for your business. Inviting them, nudging them forward via retargeting ads can be a great ad to run as well.

Those are two we’ve covered so far. So people on your list. Inviting them into a fitting call, inviting them into sales call, inviting them into discovery call and two, retargeting those you’ve already spoken to on a fitting call who are pre-qualified, you know that you’d like to work with them, you know that you’d be able to do great things with them, but they were on the fence at the end of that call and you haven’t managed to move them forward. Running testimonial or case study style ads to those people could be a really good idea as well.

Now the third type of ad that might work well in your business is retargeting people who have visited the page to book a sales call with you but did not go ahead and book the call.

Now, there are lots of reasons that can happen. I have some people might visit that page and decide that actually they’re not right for your business that it didn’t speak to them but you know what it’s like we lead very busy lives. Some people may have gone to that page and they just haven’t had a chance to actually book it yet. Some people may have gone to that page and they just haven’t booked a call with you yet, but it doesn’t mean that they don’t want to. It doesn’t mean they don’t intend to. They may have gone to that page … What I sometimes do is I go to pages and I bookmark them so I can come back and look at them later. And then sometimes I forget to go back and look at them later.
So people that do things like that, it can be a really good idea to target those people that have visited that page to book a call but have not actually booked a call. And if you have a sophisticated CRM, you should be able to set all this up with tags so that, there’ll be pixeled when they go to the book a call page, but they won’t have a tag that says they’ve already booked a call with you, for example. So retargeting again, those people can be a really good thing to do because they’re the people that maybe visited your page and thought, “Oh yeah, I need to do that.” And got distracted by the 300 other things, whether it’s business, whether it’s kids, whatever it might be, and didn’t actually go through to booking a call. So that’s a third type of ad that can be really powerful to run in your business as well.

The fourth type of ad that I highly, highly recommend people run in their businesses is less of a direct call to action type ad. It’s a content sharing ad, essentially Making sure that your main piece of content for that week, whether it be your podcast, you’re weekly live show, a blog post, whatever that is. Making sure that that is shared to everyone who is on your list because even if you send it out by email, email, open rates are incredibly low. So getting it in front of those people on Facebook through Facebook ads, not spending a huge amount, maybe a pound or two pounds a day, just a very low amount, but to get it in front of some of those people on your list can be a really good idea as well.
Perhaps running it for seven days, so each seven days you run a new content. Share piece of content to everyone on your list via Facebook ad to get your good content in front of them and of course in your content you may have a call to action, so whatever that might be, then they would kind of pull in that way as well. So I highly recommend those four types of ad in your business. If you are not running those ads just now without a doubt, there will be some money being left on the table.

To recap those again, that is people on your list, inviting them into a fitting call, a sales call and making sure that you’re encouraging them. Take the next steps with you. Retargeting those you’ve spoken to you already on a fitting sales call … But we’re on the fence, but you know that you’re a good fit for them. Getting them testimonial style ads on case study ads in front of them can be a really good thing.

Retargeting those who have visited your page to book a call but have not yet booked a call with you. Again, getting some good things in front of them can be really helpful as well. Again, whether that be testimonials or whether that be just encouraging to come back and saying something like, “Oops, you didn’t book a call. Come, and let’s have a chat.”

And then the fourth one that content sharing. So making sure that your main pillar piece of content that you are producing each week is getting out in front of the people in your list. They may not open it in emails, they may not see it in emails. So making sure that that gets in front of them in some other way as well can be really incredibly helpful as well in your … I highly recommend if you are not running those types of ads to have a think about where these can fit into your business, how they can fit into the overall ecosystem of the marketing that you’re doing.

Of course, as I mentioned in the beginning, we all want to be running lead gen ads anyway regardless to get people into our list, to get people into our ecosystem, to get people to know, like, and trust us in our business. But on top of those, I think some of these other ads can be incredibly helpful. I’m not saying that you need to spend hundreds and hundreds and hundreds and thousands of pounds on ads on a monthly basis in your business, but it’s really a good idea in this day and age to have some budget for ad spend and evaluating what that needs to be in order to hit the targets that you need to hit.

So you know what is your conversions need to be, what do you need to be getting in terms of people on your list, people booking calls, people converting through. What does that all look like for you and understanding that so that you know how much you do have to spend on Facebook ads for every pound that you put in. How many pounds do you get back out? What does that look like?

I hope this episode has been useful in understanding some Facebook ads that you might want to consider running so you are not leaving money on the table.  Thank you so much for listening. 

Until next time, let’s find the clarity in your numbers. Increase your wealth and get more money in your pockets.


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About the Author

Annette Ferguson 

Owner of Annette & Co. - Chartered Accountants & Certified Profit First Professionals. Helping online service-based entrepreneurs find clarity in their numbers, increase wealth and have more money in their pockets.