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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:

  • Price
  • 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.

Example copy

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.

Next Up…

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!

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