22 Oct Building a Business on Facebook – The Facebook Strategy
Last time in our Building a Business on Facebook series, we spoke about how we came up with the idea, the plans for and also how we measured the marketing opportunity. This week, we’re focusing on creating a Facebook Advertising strategy for Melbourne Vegan Tours.
In the video above, I run through the exact exercise I do with clients when I first start working with them. I usually like to do this on a whiteboard or butchers paper, something about physically writing things and making a mess gives you the feeling you’re more creative and allows you to get emotional. Which is kind of the point of this session. It’s to get into the internal emotions and feelings that your business needs to connect with.
It’s not an easy task when you’re always involved in the business, which is why I often get a great response from this session when I do it with clients because it opens their eyes to be able to see the bigger picture and what their customer actually wants.
To break down this process of creating a Facebook Advertising strategy, I use the following steps:
- Outline the key audience personas for each product
- Break down the internal motivators and external objections for each persona
- Come up with solutions and ads to appeal to the motivators and help solve the objections.
Here is a breakdown of each step in a bit more detail.
1. Outline the key audience personas
Most business owners have a pretty good idea, whether it be data or supported anecdotally about who their ideal customer is.
For instance, a business’ clientele might be as basic as 25-45-year-old females. But often there are certain elements that separate personas slightly different. Are they single, married with kids, works full time? Often there are common attributes that clearly separate your overall audience and will also dictate the messages they see from your business. Use these common attributes to give your personas a title, something fun and easy to remember. EG ‘Corporate female’ or ‘Busy mum’.
If you have more than one product or service that you’re wanting to advertise, then you should do this exercise for each product as they will both have their own Facebook Advertising strategy.
If you’re a business that has tens or hundreds of products like an e-commerce store, then try your best to categorise these to limit the number of times you have to perform the exercise. If products are close enough to be grouped together, it’s advisable to do so as each new product will split your budget into more groups and restricting the amount you can dedicate to each product category.
2. Break down the internal motivators and external objections for each persona
This is where you will do the majority of your work on your Facebook Advertising strategy and is the toughest part of any marketing – getting into the minds of your customers.
There are some things you can do, however, to make this process a bit easier:
- Run a survey or questionnaire. I recommend when creating surveys to keep them short (max 3-5 questions) and ALWAYS have a question that is open ended and allows the customer to put as much or as little thought into the answer as possible. When people leave comments, these are gold to be able analyse the key themes of all the responses.
- ASK! It sounds simple right, but when was the last time you asked your customers why they chose you over your competitors? Record those answers or better still, if you can exchange something for a Skype call – record the Skype call! It’s a free and easy way to get meaningful data by asking the right questions and having a conversation.
Analyse testimonials (or seek more). What are the common themes that people mention in their testimonials and reviews?
Once you have an idea of what makes your customers tick, it’s time to list out the possible internal motivators that you business can talk about. These are things that are at a deeper level than the immediate external factors and objections people put up. The factors that when they sit back and think about, how it would help the achieve what they ultimately desire.
This might sound a bit ‘woo woo’ but it’s the KEY to a creating a good Facebook Advertising strategy. Take the following businesses for instance.
External objection: It costs more than a regular car
Internal motivator: This car will make me feel proud, confident and gratified that I can have a high-performance car without hurting the environment.
In-home espresso coffee makers
External objection: Instant coffee tastes bad
Internal motivator: I want to be confident I can make good tasting coffee for myself and guests and not have to rely on the local barista and exorbitant prices
External objection: It costs too much and takes to long to get there
Internal motivator: I want to be able to keep up with my kids and return to my body shape of my 20s/30s/40s
…you get the idea.
It’s separating what is clearly a deeper desire from the user, with an immediate objection you can overcome. Sometimes, certain customer’s desires will be much bigger than anything you can help solve. BUT, you can play an important role in doing so. For instance…
You don’t just help people find the best mortgage rate, you help people achieve their dreams of owning a home and raising their family in it. You’re helping to create lifelong memories, not just a home loan. Now, your home loan can’t control what they do with the house and how they raise their kids, but you play a role in allowing them to do so.
You don’t just sell kids clothing, you sell comfortable, natural and safe clothing that helps kids get a better night’s rest and the parents feel confident they’ve got the best clothing for their child. You can’t of course control any other factors around the children, but you can give them the best opportunity to get a good night’s rest if the other factors are taken care of.
You don’t just sell tickets to an event on the weekend, you sell an amazing date night idea that can bring two people closer together. You can’t control the other 6 nights of the week, but you can provide the opportunity for two people to be happier and enjoy themselves for the duration of your event.
So with this process, you need to think long and hard and record as many as you can. Some of them may be similar and that’s ok, you can use the same advertisement to touch on similar motivators.
It’s also important to identify one KEY motivator that will help attract and appeal to as many people as possible. I use that motivator in the first ad that people will see when they come across your brand for the first time. Because they don’t know who you are or what you do, you need to make an immediate impression on them and quickly build a relationship to allow you to continue the conversation further.
Now that we’ve covered the internal motivators, it’s time to think of the external objections that people often have when making a final decision. A lot of them are similar across many different industries with their own idiosyncrasies. Factors such as:
- Time – how long is it, when will receive it etc.
- Terms & conditions, contracts etc.
- Need to check with someone else
- Can I trust the business?
Ideally, everything you might have on a Frequently Asked Questions page on your website. Some of these may overlap but if there is one final element that is sitting between the person converting and not converting, then why wouldn’t you create an ad to answer it?
Repeat the above process for each of the personas and products you’re including in your Facebook Advertising strategy.
3. Come up with solutions and ads to appeal to the motivators and help solve the objections.
Now that we’ve identified the key talking points we want to touch on, it’s time to construct the advertisements for each of them and how we can best communicate with the potential customer.
Next to the list of motivators and objections, make a column for solutions and offers, a column for notes on the creative and another for example copy you can use in the ad.
Solutions and Offers
In this column, you want to list a solution or offer you can use in your ad that speaks to those motivators or objections.
The difference between a solution and an offer is minor, but generally, a solution speaks to internal motivators, while an offer usually overcomes an external objection.
For instance, here are some examples from the Facebook Advertising strategy I created for Melbourne Vegan Tours
Internal objection: I want to eat vegan food at somewhere new I can try
Solution: We introduce you to places you haven’t been and new meals you haven’t tried
Internal objection: I want to be ‘in the know’ and post a place that I can brag about on Instagram
Solution: Here is what well known vegan influencers have posted about our tours
External objection: The price is more expensive compared to eating individually at each venue
Offer: We provide incredible value. Including a fully guided tour with a knowledgeable guide about each venue and the local area. You get a bunch of goodies on the tour PLUS we donate 10% of the ticket cost to an animal sanctuary.
External objection: I could just eat at all these places on my own
Offer: You can meet new people. We create a comfortable environment to be able to meet, socialise and share vegan stories with other people to make the tour a memorable experience
Notes on creative
In this column I leave any notes around how I could imagine the ad coming together.
I first start with the medium that will help tell the message in the solutions & offers column as best as possible. Whether it be static images, video, carousels, slideshows, story videos it’s totally up to you, your creative resources and time you have available.
If you’re deciding between what works best, generally video is your best option BUT it’s not always possible or is going to be. Particularly if your brand relies on strong images to tell a story (eg artists, stylists etc.)
Leave as much or as little detail in this column, it’s basically to help you and the person creating the ads (if there is one) the ability to brainstorm ideas and drive the creative direction.
Lastly, I write what the caption would say in the ad and how you can use it to compliment the message in the creative (image/video). This isn’t the the final copy and can still be worked on once the creative is finalised, but it gives more direction as to what you want to achieve with the ad.
Now that we’ve gone through and created our Facebook Advertising strategy, next we’re going to lay out how all the ad fit together to help us build a relationship with our potential customer and drive them closer to the point of conversion – better known, as a Facebook Funnel.
We’ll be focusing on that next!
To subscribe to updates about this case study, hit the messenger button below and we’ll send you a message when we publish updates.
An upcoming training session to show how businesses can capitalise on the Xmas rush with the use of Facebook Messenger Chatbots.
Find out how to increase customer loyalty by delivering loyalty programs with Facebook Messenger Bots. Fully automated. Simple to implement.
In this article, we outline how we created the Facebook Advertising strategy for Melbourne Vegan Tours.
How can you use Messenger Bots to drive members at Gyms & Fitness centres? Find out more in this article I contributed to
Building a business on Facebook, can it (still) be done? We're going to put it to the test in a new series launching a brand new business
Here are some Facebook Messenger Bot Examples that you can use in your business and various industries. We regularly add to this list with new ideas
What is the ideal audience size for Facebook Ads
What do the Queer Eye Fab 5 have to do with Facebook Advertising? We’ll show you!
Facebook has again made a suite of changes to their platform with new features
Facebook now lets everyone see every active Facebook ad a page is using, regardless is you’re in their audience or not
Facebook Ad benchmarks and metrics that you should be paying attention to for successful campaigns
How to secure your first Facebook Ads client and grow your Facebook Advertising business
We’ve compiled this handy resource guide that presents the information we’ve compiled about the GDPR and how it affects businesses that market online, particularly on Facebook.
Catch up on the latest Facebook Advertising Updates for March 2018, including the latest on Facebook's Privacy breaches that affect Facebook Advertisers
These funnel templates are a great start and they’re ideal if you just don’t know how to lay out a system that allows you to be in front of the right people.
These are my Facebook Advertising Predictions for 2018. There are three key areas I can see Facebook focusing more on into 2018 and beyond.
This article covers some of the major Facebook Advertising changes that have impacted advertisers in 2017
The past month has been a big month of updates for Facebook Advertising Updates towards the end of 2017
In this article, I break down how I name Facebook Ads and arrange all levels of a campaign so I can easily keep track of their results.
In this article, I’m going to cover how you can speed up the impact with Facebook Advertising campaigns to start getting a return faster.
I review Nourished Life's Facebook tactics and how they went from humble online store to $20 Million in sales in 4 years.
Explore the latest Facebook Advertising Updates to stay on top of changes that affect you as an advertiser.
A list of key Facebook Advertising resources we use to help manage and succeed at Facebook Advertising each day.
How to optimise your Facebook® campaigns properly with the right data, the right information and tools you need to get results
Facebook Advertising Case Study, how we delivered a 2x return on ad spend and a 20% uplift in clients for a local yoga studio.
Find out how to customise Facebook Ads Reporting and filter the columns so you can determine the numbers that matter.
I believe that you always need to keep learning so I’ve listed my most popular resources and blogs that we learnt from when I first started, and continue to learn from today.
Creating a Facebook Advertising Funnel helps move customers from a cold audience towards the point that they’re ready to purchase.
Facebook now offers a Store Visits objective allowing physical based businesses to target people that are most likely to visit your store
Discover how to find the right audiences to target your Facebook Advertising campaigns so they are most likely to convert
How to take the social proof on your Facebook posts - the likes, comments and shares; and make sure you optimise them in your ads strategy.
Facebook Analytics is a new feature for businesses to get more analysis of not just their ad performance but of ALL your website visitors.
How do you determine how much you need to spend on Facebook Advertising and how much they cost so you can budget for your Facebook Advertising Campaign
At this upcoming event, we’ll take you through the steps we take with clients for Facebook Advertising and how you can make the most from Facebook Live.
I was recently interview on the Vegan Business Media podcast about all things Facebook Advertising and Facebook Marketing
We cover how you can generate business and drive a closer relationship with your customers using Facebook Messenger and automated messages.
Facebook Collections is an ad unit that features products below the image or video. In this article, we show you how to set up Facebook Collection Ads
Have you wondered how you can utilise Facebook Offers? In this article, we cover the steps on how to setup a Facebook Offer.
It’s easy to quickly run up a hefty Facebook Ads bill, follow our in-depth steps to setting up Facebook Ads that are successful
You’ve decided to go live on Facebook, but what do I talk about? Here are some Facebook Live Ideas you can use in your own business.
How to create social media content for businesses that are in ‘boring’ industries. Because not everyone has an exciting product to promote.
We answer the question of all people that are skeptical of Facebook Ads and how they can give their campaigns the best chance to be successful
Find out if this is the right webinar for you and how it can impact your business. Finding Social Media Content
Don't Risk The Success Of Your Social Media. Consistently find content that gets a response from your customers and produces results for your business! Join the free webinar now to find out how
What if you could use your resources and talents more effectively to get the MOST out of a single piece of content?
Do you know where to look for new posts to publish on social media? In this blog post we outline 6 areas we always look to provide fresh content.
There are reasons and then there is the reality. I'm here to help provide solutions for road blocks you have when finding content for social media
The sweet spot for Facebook advertising is when you can re-target your custom audiences to starting seeing some amazing results from your Facebook advertising.
This article will help you find the right social media agency for your business so you can get results from a knowledgeable expert.
Check out our list 13 Free Facebook Resources you might not have got around to checking out yet and could have a BIG impact on your business
You only have to look at the current stats and usage of Messenger to see that it’s making a big impact in how people are communicating. Find out more.
Choosing the right objective for Facebook Advertising has the potential to make or break your campaign. Make sure you’re not wasting money by choosing the one that is right for you.
Introducing our brand new online training course how to manage your Social Media in 20 minutes each day
Facebook Groups could be solution that could be right for your small business is to create deeper engagement with your customers
We profile Co-Schedule, a Social Media management tool that helped cut the time it took to manage social media in half
It’s a proven fact that Pinterest is one of the best platforms when it comes to converting your fans from just browsers to paying customers.
Whether it be a brand new or just expanding on your current channels, starting social media on a new platform is a critical decision. Take these steps to ensure your success
Facebook Canvas Ads provide an immersive experience to allow companies to showcase their products and tell their stories all in the one area. Find out more.
Facebook Lead Ads can provide a seamless method to gather qualified contacts and leads for your business. Find out more.
The key to your Facebook Advertising strategy is simple, easy to implement and once it's done it will completely change how you look at Facebook Advertising
What goals have you set for your Social Media Strategy in 2016? Perhaps venturing in to a new Social Media channel might be one. The question is, which one?
How to successfully use questionnaires in your business. Steps to design, capture and use valuable marketing insights for your marketing strategy
How many times have you seen offers on Facebook telling fans to share a post to win a weekend away? Or tag your best mate to win a prize pack? Chances are you’ve seen them and have been tempted to a) Enter it, or b) post a similar one to your business page.
The biggest opportunity that Facebook provides to marketers as it grows is the ability to tap in to the detailed data they have on it’s user base.
We’ve all seen the big blue tick on celebrities or major brands pages and wonder, how can we too get one? We’ve got some good news. Every small business page out there can get themselves a tick of verification.
Christmas day can get hectic. So the last thing you want to do is be rushing around last minute trying to plan content for your social media channels. Be on the front foot with these tips.
Picture this: You go and browse a gift for Christmas and then WHAM! it’s sitting in your newsfeed offering you an incentive to come back and purchase.
Got some down time over the holiday period? Why not kick back with an insightful tome to get you excited and ready to attack 2016! Here are 8 suggestions of books we’ve read, recommend and think every Social Media Marketer (that’s you) should read.
If you’re a small business and also a mad superhero when it comes to doing everything for it, chances are you’re in need of a break when it comes to the Christmas and New Year break.
Engaging with your fans and running competitions on social networks is becoming easier than ever. With both Twitter and Instagram now allowing access to chat back and forth with fans via private message means that not only can you swap information about the competition details, it means you’re allowed a more intimate chat with your customers.
Facebook verification is now open to all business pages with a physical location. Find out how to do it in 3 simple steps with this live screencast
Taking the time to focus on social media scheduling means you will save time, be able to promote your business to a wider audience & gain new followers. See our tips for why scheduling can be a game changer for your business.
Periscope is the new social media channel currently taking the internet by storm and has a number of benefits for small businesses.
It’s had a complete overhaul. With extreme competition from Facebook and Twitter, the grand plans for Google+ never really worked out they way they would have hoped - but that’s not to say you should be giving up on Google forever.
We’re constantly getting asked what is the best way to manage an Instagram presence with a limited amount of time. We’ve tested most tools for Instagram and compiled them in to an easy to read summary and analysis.