Facebook is a MASSIVE platform with countless users who spend a ton of time on it.
Because of that, it’s prime for businesses trying to market their products and services to these people.
With Facebook ads, we are able to not only target the people who live in our areas, but we are also able to target people who are strikingly similar to our current customers.
I find a lot of people don’t have a ton of direction when they try it out and when they attempt it the performance falls flat. But it doesn’t have to be that way!
With that being said here’s what I think are the critical steps to running a winning ad campaign for a brick and mortar business:
Organize your best clients or best customers into the reasons why they came in and saw you.
What did they feel when they were looking for you?
How do they feel now?
Why is this the case?
You’re looking for specific pain points from them, to understand the reasons why they did the things they did and what made them choose you.
Organize the responses into a story using their specific pain points. The story should be written from the third person so the reader essentially follows their journey.
The copy here is critical.
Because you want to build a “That sounds like me” moment with your prospects.
In addition to that, you have to understand that we are speaking to the irrational and emotional part of the brain. The part that makes decisions almost immediately based on constructs from past experiences.
We call this the elephant and the rider. The elephant is the irrational and emotional side, while the rider is the one seemingly in control and the rational side.
Because of the way our brains work you have to motivate the elephant first with stories and emotional content to break the ice and then the rider can analyze after.
This is why people react so profoundly to stories!
You can learn more about this by reading “The Happiness Hypothesis”
Build the landing page. The crucial piece here is to continue to motivate the elephant to push forward and want to be part of what you do.
We do that by compiling success stories and testimonials/reviews on this landing page with established pain points from our story created as the copy on the page.
Create the Facebook ad. Using the copy you created in step 2 create an ad in Facebook business manager using a custom audience from your email list.
To create this custom audience upload your email list to business manager in the audiences section. Then create a 1% lookalike audience from that list.
Set the ad to your local area and don’t touch any other targeting parameters.
Why? Because a lookalike is already matched to be strikingly similar to your current list of customers.
If you don't have a list or audience available then target this campaign to your local area within 5 miles and set up 4-6 interests based on what your target market is interested in.
Look at influencers people like, sports teams they follow, magazines they subscribe to etc.
A short 15-second video that captures attention and breaks the mold works incredibly well for these campaigns.
Short, sweet, concise and speaking to the elephant!
The headline should be the most important sentence from the story you have. The most profound and impactful statement.
The last step is to organize your budget. I always recommend no less than $30 a day for brick and mortar businesses and for a more effective campaign I highly recommend $50-$100 a day.
And with this you have to let the ad run for at least 5-7 days to allow Facebook to work to understand the ideal person to put the ad in front of. They call this the learning phase.
In fact, a $1500 a month budget seems to be the sweet spot.