Are you a Facebook Ads Slut?

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Yep, I’m looking at you.

What I mean is: Are you expecting Facebook ads to bring you immediate sales or results?

Your ad has it all: punchy copy, eye-catching image…you even snagged a no-hassle approval from the Facebook ad gods.

Now you’re checking stats to see who’s clicking and who’s buying. But you have a problem: The clicks are coming in, but nobody’s buying. You’re sending all those dollars out, and nothing’s coming back in.

You don’t get it. What’s happening?

It’s that expectation of an immediate transaction that puts you in a “slut” mindset.  That type of transaction is driven by a direct give and take: I give you something, now you give me something.

In reality, advertising on Facebook isn’t a simple transaction based on money. It’s much more like a deep, meaningful relationship built on connection and trust—the kind of relationship you wouldn’t be ashamed to talk to Grandma about!

It takes time and energy to build the solid customer relationships that create sales, foster repeat business, and generate referrals. The good news is you can do it.

Remember How Your Customers Use Facebook

Facebook users don’t log-on to the social website because they want to spend money. They want to connect with friends, share photos, comment on movies or politics, or even just pass the time while their kid’s in soccer practice.

What does that mean for business professionals who want advertising success on Facebook? It means your ad is not a sure thing. You don’t get sales just because you pay money for ads. You’ve got to earn those dollars by offering a softer approach, one that convinces prospects that when they’re ready to buy, your business is the place to go.

So what do you do now?

You need to have a long term relationship mindset.  Here’s how to do it with Facebook ads.

Get noticed & start flirting. (Create awareness.)

You is to put your best face forward so the potential client or customer notices you.  At this stage it’s too early to ask for a commitment whether it be a sale or even a signup.  The goal is to attract attention and check the temperature to confirm there is mutual interest.

One of my favorite methods is creating an eye-catching, compelling Page Like ad.   When I write copy for these ads my intention is getting “ a head nod” so the prospect eagerly clicks the Like button.  

By clicking the Like button they are essentially saying “Yep, you are speaking to me”.  Later you can communicate with either through organic or paid page posts and entice more engagement.

An alternative is to offer compelling content. Of course you want the prospect to buy from you, but this tactic is about establishing yourself as a go-to resource and demonstrating why someone should trust you.

Some great ways to offer content:

  • A link to a useful blog post
  • A video that offers valuable how-to’s or relevant insights
  • A photo or slideshow featuring your irresistible products (i.e. A gourmet cupcake shop might show delectable cupcakes.)

Start a conversation. (Engage the prospect in a give and take.)

Now that you’ve established there is mutual interest It’s time to advance to the next round and strike up a conversation.  If you’re getting to know someone in a bar, you might offer to buy him or her a drink. Laws may prevent you from offering alcohol to engage on Facebook, but that doesn’t mean you can’t get this relationship off to an enticing start.

Ask yourself: What information or incentive does my customer need that I can offer?  What type of information best showcases my products and services?  

Then share that info or incentive in exchange for their name and email address. Having an email address allows you to continue the conversation off Facebook as well.

Ideas for starting the conversation on Facebook:

  • A high value coupon
  • A free guide
  • A free template or other download

Time to get serious! (Take the customer relationship to the next level.)

You’ve established chemistry by sharing information. Now what? Offering helpful content, like an in-depth webinar or a mini-course, will—at the least–keep you top of mind when it’s time to buy.

You might also sweeten the deal with special promotions or by offering a one-on-one phone/Skype conversation with you. After all, you’re asking for their hard-earned money, so you need to generate an action or offer that gets your potential customer excited.

The prospect might not take you up on that first offer. That’s okay—it doesn’t mean there isn’t love out there. Keep the conversations going and the stars will eventually connect, whether it’s through a direct sale or perhaps a referral.

I’m sure at some point you’ve wanted something but weren’t ready to buy at that specific moment. Like those shoes you repeatedly visited or the course you so wanted but something was holding you back.  Finally, one day, you pull the trigger and click the “buy” button.  And there are umpteen reasons why you didn’t buy initially but ultimately you did commit.

Your prospects, customers, and clients experience that as well, which is what makes a Facebook ad strategy a long-term deal instead of a one night stand.   

Are You Ready For Long-Term Love using Facebook Ads?

Building customer relationships on Facebook takes time and effort, but it’s an investment with a huge potential payoff in the form of dedicated clients.

I’ve witnessed this firsthand with my jewelry business. Even though I’ve closed the website for orders, I still receive custom requests almost daily. These are customers who have purchased my products in the past and want more.   However, it did not start out that way.  I had to work hard to create awareness of my brand, the products and over time I slowly convinced the “lookers” to be “buyers”.

Once in a while, you might get lucky (pun intended) and pick up short-term sales from a Facebook ad post. But the goal is to build long-term relationships—the kind that creates a healthy bottom line.

Don’t launch a Facebook ad campaign with a simple transaction mindset (don’t be a slut!); instead start with a long term relationship mindset that will help you attract new business, generate repeat sales, and build profit.

2017-02-01T19:04:37+00:00

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