Your Launch Failed, Now What?

Wouldn’t it be nice if just creating a valuable product was enough to make digital sales? What if your recent launch failed?

That would mean that all of your knowledge and experience could go to use helping those who need it most. It would also mean that the best-selling products were also always the best quality.

Unfortunately, it isn’t quite that simple.

But there is one key factor that will help you skyrocket sales. And once you have this asset, your marketing will become more cost effective, your conversion rates will increase, and you’ll sell your products like hotcakes.

That one factor? The attention of a targeted audience. An inattentive audience is often the cause of why your launch failed.

As Gary Vaynerchuck put it during Synergy Global Forum 2017:

There’s only one currency. It’s not called Bitcoin, it’s not Etherium. There’s only one currency. My friends, that currency, is attention.

Attention is certainly a valuable asset for any digital marketer to hold in his back pocket. But where many people go wrong is thinking they can quickly buy up attention whenever they want it. As if such a valuable thing is so easily bought.

But it’s not bought. It’s earned (at least, the type that will return results over the long run).

Keep reading to find out why the “quick fix” strategy won’t work and what to do instead, in order  to greatly increase your chances of success.

Why Short-Term Strategies Don’t Work

Sure, you can run paid advertisements whenever you’d like. In fact, you could get one up and running within the next hour if you’d like (this Facebook Ad checklist will help you walk through the steps).

But will it work?

Paying for ad placement is not the same as getting results.

The problem with the “quick fix” strategy is that your audience sees you as a complete stranger. You’re not a “friend” on social, you’re not an influencer, and you’re not someone to trust.

At least, not yet.

This is why conversion ads that ask for a sale typically don’t perform well if they aren’t supported by a larger and more comprehensive Facebook marketing strategy.

Instead of focusing only on sales this week, we actually want to use a strategy that will continually build your audience and simultaneously convert prospects to customers at a lower cost.

How do we do that?

Gary Vaynerchuck has it right again when he says…

“Give value. Give value, Give value. And then ask for business.”

Invest In Your Audience

Rather than just popping into the feed with an offer, try investing in your audience instead.

There is no shortcut. The truth is, building up an audience who knows, likes, and trusts you takes time.

Consider this…

Just as you wouldn’t expect to meet someone in the coffee shop and instantly invite them to take a long camping trip with you, neither would you invite a cold prospect (a stranger!) to invest thousands of dollars and 6 weeks of their lives on your digital course.

Your ask needs to match your current relationship (in business, online, and in real life).

And this takes an investment of both time (consistency) and money (ad spend).

As you consistently show up in the newsfeed with valuable content for your audience, you’ll become a trusted authority. They may even see you as a friend.

Then, it’s time to ask for the sale.

How To Focus On Building A Solid Audience

So, let’s get to work.

This post will give you some ideas on what you could promote to build up a relationship with your audience, but we’ll touch on the basic strategy here.

First, show up consistently.

Just as you wouldn’t canvas all of your social media platforms with sale offer after sale offer, neither should you promote sale after sale via advertising.

Second, get creative.

Experiment with video, images, blog posts, podcasts, and testimonials. See where you get positive engagement and shares.

Finally, keep it fresh.

Rotate content regularly so there is always something being promoted. This will ensure that your audience doesn’t only see you one time and then never again. For example, promote a blog for a week, then switch it out for your next blog and be sure to promote the new post to people who have engaged with your previous post. This way, you’re staying top of mind.

Of course, there is always a time and a place to ask for the sale.

Start investing in your audience today, and that time will come in the very near future. You will no longer have to wonder why your launch failed.

In the meantime, why not find out what the “7 biggest mistakes you’re making with your Facebook Ads are”, and how to fix them:

Growing your list, for the brands who are a little too “hip” for white papers, reports, and webinars… 

We’ve got your back.

We’ve put together a go-to list for unique, out-of-the-box ideas for attracting prospects and turning them into leads using Facebook Ads.

Don’t get me wrong. Webinars, case studies, and reports all work well as lead magnets. But you won’t find those on this list.

This collection is for brands who want to spice things up!

We’ve seen all of these ideas work for our clients (plus, they’re all a lot of fun).

But before we jump in, let’s cover a few basic Facebook ad principles to help you get the best results for growing your list from whichever idea you put into action.

First, it’s important to understand that warm audiences convert better than cold. So, when asking for something from your audience (even an email address or other personal information), you’ll find that those who have interacted with you before will be more likely to exchange information or money for something they perceive as valuable than someone who has never heard of your brand before.

For that reason, you can think of these ideas as a middle milestone for your prospects.

Use these ideas to move colder prospects closer to a sale by inviting them to engage with your brand at a higher level… one that requires more commitment on their part.

They’ll need to exchange some information for the offering, but these offerings also might require some time on their part to really implement. So, they’ll typically work better with audiences who have had some exposure to your brand already.

And they’ll help cold prospects become warm prospects, so you can more easily market to them in the future when you’re ready to ask for a monetary exchange for a product or service.

Ok, back to the ideas!

The following are 5 unique ideas for growing your list using Facebook Ads.

Growing Your List - Timely Checklists: 

If you’re ever at a loss for what to promote, just take a look at the calendar.

Seasons, holidays and industry events could all serve as inspiration for a unique lead magnet or promotion.

We’ve seen good results using seasonal, holiday or other “timely” checklists.

Is there something your prospects should do around back to school or Halloween time? Can you help them get prepared for an upcoming industry conference?

When the season, holiday or event is on your prospects mind, it’s easier to enter the conversation with a helpful checklist (and it’s easier to get your prospects to share since the event is already on their mind).

Here’s an example of a holiday specific checklist that will help in growing your list. In this instance, warm audiences performed better, resulting in 329 leads at a total of $3.86 per lead. 

Note: remember to test different audiences, images and copy! All of the campaigns in the previous example made the same offer, but some performed significantly better than others.

Plans

Can you create an experience for your audience and help them walk through a challenge, each step of the way?

Consider putting together a digital kit to help them achieve a small goal.

Try meal plans, lesson plans or planning pages.

These kits could include a plan to follow for a day, a week or a month. It’s a good way to help the audience engage deeply with your brand and develop habits that they’ll want to continue (with your help).

Giveaways

Giveaways can get people talking about your brand and sharing the opportunity with their friends.

This is also a good way to develop a targeted list of people who are interested in a specific product, which means you can market that product to them again later on using Facebook’s retargeting options to show your ads to people who visited the giveaway page!

Ask the Expert

Are there questions that your audience asks over and over? Do they feel awkward asking in a public forum or on your social media pages?

Ask The Expert campaigns send prospects to Messenger where they get to ask you anything they want.

This is a nice way to engage with prospects on a personal level, but you can also create a process for responding where you’re sending prospects to blog posts, downloads or other goodies to get them closer to becoming leads.

Challenges

Why not create a challenge to inspire your audience to take action and reach a goal?

Run the challenge inside their inbox or right inside a Facebook group.

Make it fun with videos or live streams. Invite everyone to interact inside the group for added engagement!

So there you go…

5 unique ideas for growing your list using Facebook ads. 

Which one do you think your audience will love the most?

In the meantime, why not find out what the “7 biggest mistakes you’re making with your Facebook Ads are”, and how to fix them:

Do you know the signs that it’s time to try Facebook ads?

"In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create."

- David Ogilvy

In the last 20 years, the internet has made just about everything infinitely easier.

From ordering food to finding a date to seeing a doctor, consumers can access virtually any product or service they desire with unprecedented ease and convenience.

Conversely, the same is true on the business side.

Creating a product or service and offering it up to the right people has never been simpler.

But selling that product or service… that’s a bit more challenging.

As it has become easier and easier to make offers online, the competition has gotten fierce.

For many businesses, social media advertising is a viable solution and could lead to some impressive results (as long as you’re following the right strategy).

But is it for you? Let’s find out.

Following are 7 signs that you should be running ads on Facebook.

#1: It takes your customers more than one visit to make a buying decision

Most businesses fall into this category. People typically won’t make a purchase the very first time they are exposed to a product or brand. This isn’t true in all cases, but consider this… how likely would you be to drop $50,000 on a car you’ve never heard of or seen before?

Sure, that’s a big purchase…

But work your way down. Are you more likely to spend $20,000 on an unknown brand? $5,000? What about just $500?

Even smaller purchases requires a level of trust that is difficult to establish on the first touch.

Facebook Ads makes it easy to keep in touch with people who have visited your page, checked out products, or even who have abandoned their cart.

You may not have turned them into a customer the first time they stumbled across your site, but with a strategic campaign that nurtures and moves them along the customer journey, you’re more likely to turn that prospect into a customer at some point down the line than if they never run into your brand online again.

#2: Customers Can Easily Purchases Online

The less friction between seeing an ad and the customer getting what he or she wants, the better chance they will take action.

For example, it’s easier for most customers to enter their information online once they decide to make a purchase than it is for them to pick up the phone and order via an inbound call center.

Although this isn’t a hard and fast rule (we have clients who run local services who require customers to call or stop by), it helps.

(If you're interested in promoting a local store on Facebook, check out this post for more ideas).

#3 Your Business Is Scalable

If you’re able to service more customers without greatly increasing your costs, you may be a good candidate to try Facebook ads.

That’s because it’s possible to increase your profits while advertising without having to increase costs per goods sold.

For example, if you sell a digital product that won’t run out of stock, and if an influx of customers won’t strain your current team, you can scale your business using advertising and still maintain the same (or greater) profit margin.

#4 You Want To Target a Specific Niche? Try Facebook Ads

Facebook makes it easy to target a very specific avatar. If you know that your ideal customer falls within specific demographics, it only takes a few clicks to find them and show them timely messages.

The better you know your avatar, the better you can target them. Do you want to reach customers in the greater New York area who are between the ages of 25-55? Easy.

Want to target moms living in the U.S. who have children in grade school? You can do that too.

Whoever you want to reach, you can find them on Facebook, giving you a great reason to try Facebook ads

#5 It’s Time To Build An Audience

Facebook advertising is a great way to build an audience. If you are gearing up for a launch, an event, or otherwise want to build up an audience that is familiar with your brand, try Facebook ads; they can work for you.

Besides running ads to drive traffic to a sales page, ads can be used for a number of reasons. Try Facebook ads for building an audience using native video, or sending traffic to content on your website. Or, boost social posts to stay front of mind.

#6 You Have a High Converting Landing Page

If you have a landing page that converts well, why not send over more traffic?

If you try Facebook ads, they can give a quick boost of traffic that would otherwise be difficult to get organically.

If more targeted leads will lead to more customer conversions, you may benefit from paid ads. However, be careful. Simply sending traffic to a page that isn’t converting well won’t do any good.

Check out this article for more tips on optimizing your landing page for ad traffic.

# 7 When the Lifetime Value of A Customer Is Higher Than Advertising Costs- It's Time To Try Facebook ads

When deciding if paid ads will work for you or not, the bottom line is… is this good for business?

To answer that, it’s important to consider the lifetime value of a customer.

Calculate the profit on the initial sale, but also consider future sales.

Because you experience an acquisition cost every time you acquire a new customer, but pay significantly less (or virtually nothing) to sell to the repeat customers, it makes more sense to try Facebook ads when you can continue to sell to that same customer for a long time to come.

If the expected lifetime value is higher than what you’ll pay to turn that prospect into a customer, it’s worth it!

So… are you ready to try Facebook ads? If any of these 7 signs resonated with you, it’s worth taking a look! 

In the meantime, why not find out what the “7 biggest mistakes you’re making with your Facebook Ads are”, and how to fix them: