Do you have trouble trying to convert your ads into the traffic that is needed in order to keep your brand afloat? You might have the best idea in the world, such as selling your dog food made from your great grandfather’s secret recipe, but if you do not have the same expertise as your non-supportive family in this endeavor, that dog food may go to waste.
Not only can a properly run ad campaign help prove your family wrong, but help you learn the proper techniques and strategies that are used to build your brand. Stop the laughter and dissent! While you might be the black sheep in a family who is both angry at you for selling out a family secret and filled with expert Facebook advertisers, but a little bit of practice and some education can prove them wrong and grow your band beyond your wildest dreams.
Don’t let your lack of expertise, inexperience, and family’s disappointment hold you back. Convert your ads, and in return unleash your brand into the world! It may just be the first good decision you make!
KNOWING YOUR AUDIENCE
An important step to begin with is to establish who your audience will be. This will help you dictate every single step hereafter. Advertising to the wrong audience makes about as much sense as talking sense into your sister who refuses to help you realize your dream of becoming the Bobby Flay of dog food, and I’ll be doggoned if I let that sort of negativity hold me, or you, back. Advertising to the wrong audience means you’re screaming into the void. So sit back, think about your product, and ask yourself, Who is most likely to purchase and enjoy this product?
Think about this question long and hard. A car salesman isn’t going to spend his time trying to sell his product to a five-year-old, so don’t try to sell your dog food to a person with a cat. If you’re selling a service, think about who is most likely to use the service, and ignore the parties who will not use it. These will be your money maker, your service provider, and the people who are most likely to spread the word about your brand when your family refuses to do just that.
FINDING YOUR VOICE
Every company has a voice that works for his product, It can have a formal tone meant to attract the big wigs of the business world, or a casual tone more friendly with the average consumer. A formal tone is more likely to build a brand with the general public. Who wants to sell dog food using only language politicians and aristocrats can relate to? Many products are likely to appeal to the average American with a casual, more conversational tone. You don’t like being talked down to, so don’t talk down to potential customers. Reel them in, get to know what appeals to them, and use that tone to attract more in the future.
ESTABLISHING A VIABLE AD CONVERSION STRATEGY
Once you have established your audience and your tone, it is time to implement a strategy. In order to properly convert your ads, it is important to understand that not all ads are created equal, and each successful ad campaign is written with a specific goal in mind. As many people implement their strategy, they gravitate toward a funnel process. This method helps you capitalize on your brand and hone into a target audience. As the name implies, this strategy starts out with a wide-reaching concept and shrinks it down to a specific, viable audience, like a water working its way down to the bottom of a funnel.
TOFU (Top of the Funnel) Stage
Here, potential advertisers are trying to reach the widest audience that their concept can reach. This is where you’ll bring awareness to your brand as a whole. The focus on the product of your brand will come later. Think of it as the open house. Hundreds may come through, look around, and possibly even gain interest in the property, but the most important part of doing it is to get them inside and establish a broader audience. Without the support of loved ones who could use their expertise to really help you out, however, this stage may be the only hope you have of branching out.
MOFU (Middle of the Funnel) Stage
This is where you try to get your audience to consider your product. Ideally, this is where potential clients consider trying out whatever your brand entails. In the open house analogy, this is where those the interested parties start asking questions. Is it a good location? How are the schools? What do the utilities cost? Inevitably, much of this may be mindless banter, but by reeling these people, some are more likely to take the next step and do what so many others fail to do–commit to your brand,
BOFU (Bottom of the Funnel) Stage
Here is the decision stage. This is where you hook your audience in and secure their business. It is a direct plea, perhaps a link or phone number. Ideally, they’ll invest whatever it is that your brand needs into your brand, be it time, money, a visit, or something else. It’s where the people looking at your house call the realtor and start laying the groundwork for an offer. Here, if you are selling a service, you may offer a free consultation or sample of what you do. Or, if you are selling a product, you may give potential buyers further motivation to try your product out. Perhaps, this may be a free sample, an exclusive discount, or maybe an incentive meant to get them spreading the word to others.
You’ve hooked a broader audience. You’ve gained their interest. Now, it is time to sell them in a way your family said you never could. Now, it’s time to reap the benefits.
DOES SIZE HELP CONVERT ADS?
Despite what the supposed experts who pollute your bloodline may imply, the length of the copy matters. Knowing how to utilize that length, however, is just as important. Someone who is perusing social media is less likely to stop and read giant paragraphs. Conversely, someone who wants detailed information won’t get it from one or two sentences. In a world of 280 characters or less, short, concise copy has its place. Still, that doesn’t mean that longer copy an inherently taboo idea. Knowing which is more likely to work is confusing, but lucky for you, Facebook has a tool called split testing, which tests different ads and confirms which ones perform the best in certain situations.
Tracking the ads that do and don’t convert will help you think the next time that you’re writing copy. Split testing can help you prove your family’s most pointed judgments wrong and come back to their good graces.
SUPPLEMENTING YOUR WRITING TO CONVERT ADS
Your writing is important. It helps communicate exactly what it is that you are trying to convert your ads into. However, drawing peoples’ attention to the brand, its products, and the proper information is equally important. This is where you can use that graphic design minor that your family insisted was a waste of time and make eye-catching imagery that’s guaranteed customers eye. Don’t have experience? Use Facebook’s helpful features which can help you use their simple templates to make professional-looking quality. A flashy image or video has been proven more likely to draw the attention of the average person scrolling through their social media feed far more often than a solid wall of even the most perfectly-written text. Find a way to grab your audience’s attention. If this is a challenge, don’t hesitate to use Facebook’s tools to fake your way into something that does.
CONVERT ADS AND PROVE YOUR FAMILY WRONG!
Your relationship with family and friends may not be where you want it to be. That doesn’t mean that converting your ad into a successful venture should be stressful. Prove them wrong! Implement a successful ad campaign! Continue your family’s legacy of pristine advertising on Facebook and convert your ads, today! It may not only help your business thrive, but mend some broken bridges in the process.