How would you feel if someone randomly approached you out of nowhere and kept trying to sell you their product or service? Before you answer, keep in mind that this individual has no rapport or previous contact with you. Well, you’d probably feel quite annoyed unless the offer truly peaked your interest. Odds are you’d start to ignore them after a while and tune out. So if this is how you would feel then why are you doing this to your target audience via Facebook ads?
Why you shouldn’t lead with the sales pitch.
There is a common belief that on average, a brand must make eight points of contact with a customer before they will make a purchase. This generally gives the consumer a chance to warm up to the brand, learn what it’s all about and decide whether or not it’s relevant to them. With that in mind, why would you ask a user who is completely unfamiliar with your brand to buy from you? Given that eight touchpoints are required, it may seem like a waste to do so. Instead, we recommend that you use Facebook ads as an opportunity to connect with new users and gradually build rapport. Only then, should you make your pitch in order to truly increase your odds of conversion. If you’re unsure about how to do this, there is no need to worry. Here, we are going to present you with an alternative approach to Facebook ads that uses three tiers of ad types.
The three different types of Facebook ads you should know about.
We mentioned that you shouldn’t try to sell to new users right away, which means there are other uses for Facebook ads. Take a look for yourself – here are the three types of ads you can use:
Create a first impression. The first type of Facebook ad is intended to foster an introduction between your brand and new users. These can be as simple as promoting a popular blog post of yours or some other piece of content relevant to the user. Remember, this is just an introduction. It’s important that you don’t ask for anything in return with these types of ads. You don’t want to scare anyone off too early and cause them to tune your brand out. This is a great way to earn their trust and attention.
Promote a free resource. The second type of Facebook ad is one that helps to directly build your email list. If you already have a lead magnet on your website, then you can simply advertise it here too. These ads are meant to promote some sort of free resource offered by your business. In exchange for the free download. You will want to ask for the user’s email address.
Ask for the sale. The final type of Facebook ad is probably the one you are most familiar with. This is the one that directly asks for the sale in an attempt to immediately convert users. These ads are intended to promote special offers, deals or discounts about your product and service that encourage users to buy it.
Structuring these ad types to create a comprehensive Facebook ads strategy.
So now you know the three different types of Facebook ads that are available at your disposal. But if I’m not making sales then why should I spend money on Facebook ads, you ask? Generally, people have this concern when we discuss the first two types of Facebook ads mentioned above – especially the first one. The thing you need to understand is that each one works in sequence with the others. You will want to cascade the ad types users see in the following way.
Starting at the beginning of the process with a new user, you will want to begin with the first tier of ad types. Since this targets people who are unfamiliar with your brand, this is a chance to show what you know without asking for anything in return. People will like this since they aren’t being pressured to buy anything – they can simply enjoy the content.
After these users have been exposed to your brand a couple times, you can retarget your second tier of Facebook ads back at this group. Now, these users may recognize your brand and will encounter a free resource you’re offering. Since an additional step is required on their end (i.e., the email signup), the rapport you’ve already built will help your purpose. Once you’ve collected their email, you can contact them via this new communication channel and with the next level of Facebook ads.
So now that users have become even more familiar with your brand and have had a chance to consume some of your content, they are ready for the pitch. Again, you will want to retarget users who have been exposed to your second tier of Facebook ads. You can get even more specific and target only those who have actually downloaded your free resource in the previous step. Now let’s hope for your sake that these users go ahead and convert at this final tier of ads.
By following this Facebook ad strategy, you can significantly increase your odds in terms of conversions.
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