07 Jun Getting your first Facebook Advertising client and growing your Facebook Ads Business
Facebook Advertising’s growth in the past 2-3 years has been phenomenal. It’s opened up opportunities for businesses to grow, reach people that couldn’t before and better drive the online conversation with people they want to convert.
In 2017, Facebook had announced that the number of advertisers had grown to be more than 6 Million accounts. While this is staggering, it’s still less than 10% of the overall 70 Million Facebook Pages. This in itself, creates an amazing opportunity for businesses wanting to help others manage their Facebook Advertising for them.
The biggest aspect of Facebook Advertisers that businesses have is a lack of understanding.
It’s this point, that we’re going to focus on when helping find new customers to manage Facebook Ads for.
To clarify, I don’t advocate running ads without learning them yourself! Using someone else’s money to start your learning process around Facebook Ads is not only selfish, but it’s a poor way to do business. I believe that if you want to learn properly, you need to have skin in the game and lay it on the line. It’s now easier than ever to come up with a product that you can test with Facebook Ads. I started by designing my own simple T-shirt business (a Game Of Thrones inspired one if you’re interested) and used my hard-earned to run ads to it. I made some money, lost some money but most of all I gained experience in setting up ads, running tests, making mistakes and discovering successes. This learning curve was invaluable to me a few years ago when I was starting out learning more about Facebook Ads.
Ok, now we’ve got that out of the way, it’s time to get your new potential Facebook Ads client’s attention. The biggest piece of feedback I get from people that are new to Facebook Ads, is the lack of understanding how it all fits together. They’ve heard bits and pieces about targeting opportunities, tracking sales and have even interacted with ads themselves but above it all is a lack of understanding and clarity on where they need to start for successful Facebook Ads.
To help clarify some of the information they’ve been seeing about ads, the easiest way is to give a small, easy win that hooks them into wanting to know more.
Two of the easiest hooks you can use to show people are:
- Installing the Facebook Pixel installation
- Setting up Facebook Product Catalog Ads
I’ve used these two hooks successfully to get new clients on board and bring them through my on-boarding process. The best part is, it’s simple, quick and free to discover businesses that need your help.
What you need to start to find a Facebook Advertising Client
Steps to identify a Facebook Advertising client
- Start by focusing on a particular niche or industry that you feel confident you can understand and that you can get results for. Make sure they also abide by Facebook Policies and that they can advertise on the platform.
- Make a list of businesses you want to target. Download my free tracking template here. (ignore links here, I’ll insert them myself)
- Visit their website on a desktop with the Pixel Helper installed
- Check to see if it is firing and tracking events. Download my pixel checklist here. (ignore links here, I’ll insert them myself)
5. Go through the process to purchase or convert to what they’re offering. This might be purchasing a product online, signing up for a download or event through to basic actions like contacting or choosing to be contacted.
6. Throughout the process, take note of which events are firing in your tracking spreadsheet. You want to look for the following events:
- Within Microdata, check to see if they have Schema setup (this can be an additional on-sell to your offer)
- Standard events, – View content, add to cart, initiate checkout, purchase
- Whether the events are associated with a product catalog (if there are more than 5 products on their website)
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How to contact them to offer Facebook Advertising services
It’s time to contact them to let them know you can help. Start with why the Facebook Pixel is important to them. Most businesses don’t understand that they need the Facebook Pixel installed so that’s the easiest place to start. Help them understand that the Facebook Pixel is vital to:
- Build audiences of people that are interested in your company
- Re-target browsers that didn’t convert and recoup lost business
- Track conversions and behaviours on your website
- Measure results of your Facebook Ad campaigns
- Help Facebook find out more about the ideal audience for your business
Then tell them how you visited their website and noticed that they didn’t have the Facebook Pixel or Product Catalog setup properly and that you can help install and finish the process for them.
It’s all part of your overall Facebook Advertising service that you can then promote to them once they reply to your initial contact.
Here are our top 7 tips for contacting people and getting a response:
1. Record a screencast – A video showing them you browsing their website and that the Facebook pixel isn’t firing properly gets noticed and trust much better than other mediums. Business owners get contacted by SEO spammers all the time so you need to show them you’re legitimate. An easy way to do this is to record a quick screencast video and upload it as an unlisted video to Youtube.
2. Put your money where your mouth is – if possible, purchase or convert to their product. It’s not always suitable, but ideal if you can. It’s a good lead in to use when you contact them and makes you more likely to be responded to if you’re an existing customer.
3. Contact them via email first – Try to address the decision maker. This requires you to do some research, potentially in their about section or some searching on LinkedIn, Twitter or Instagram to find the email and the person you need to address.
4. Follow up with a phone call – yes, I know, super old school right! 🙂 I’m not sure where we lost our way with online marketing but we’re still human beings that creating a relationship and link with actual people is in our nature. Ask to speak to the person you emailed and if they had a chance to go through the video. Chances are they probably didn’t or they said they saved it to look over (or sent to their marketing person, at which point see if you can get their details). Explain a little bit more about it, your business and how they can help.
5. Send a message to their Facebook Page – If you can’t get an email or phone number, a Facebook Page is probably the next best option given the topic of your communication. Because you need to contact them from a personal Facebook profile, it also means that they can easily determine if you’re trustworthy or not. Mention that you wanted to send them a tip for their website, do they have an email they can send it to.
6. Give value first – Most people that approach business owners go in there with an ulterior motive. They make them panic and use that anxiety to force them to take action. You will get better results and MUCH better clients, by offering a simple, no obligation tip. In fact, when we contact businesses we don’t even tell them how much or what it will cost to implement the tip, just they should do it and it’s really easy to do. It’s in our follow up communication that we mention if they need help doing it, to reach out and let us know.
7. Check the Pixel helper AGAIN – make sure you do this before you contact them again to follow up. Learn a lesson from our mistake. We emailed without checking the pixel helper again to follow up and they actually implemented the lesson we sent. Great to know…but it didn’t paint us as wanting to actually help and just to get their business.
How to bring them on as a client
If they contact you to see if you can do it, ideally you want to be able to do this in person with them because you know it only takes seconds to implement. If it’s logistically impossible to do it in person, try to get them on a Zoom or Teamviewer so you can get control of their machine and do it for them.
Determine which programs and software they use for their business. (FYI we’ve got a tool in our bonus pack to help you do this) This will help you prepare whether you need 3rd party apps or need to do some more research to complete the task quickly.
Before you meet (ideally), ask if they can add you as a partner in their business manager to their ads account. You need ‘Advertiser’ level access to be able to copy their pixel code.
Depending on what you want to upsell the clients to when you meet up, you can charge for this service or do it as ‘act of goodwill’ in exchange for you being able to promote how you can help further. You need to make this judgment as a business and sometimes use it as a case-by-case basis. I have seen people sell this service for up to $199 and make a nice side income with it though…
Once you’ve installed the pixel or product catalog successfully, don’t stop there! Go to their audiences section and setup audiences for them so the pixel starts to populate them. Ask if they have a particular url/event or conversion they want to track and set that up for them in the audiences section (and custom conversions if required).
Wow them with your knowledge! Show them clearly and easily how you can implement the opportunities you’re opening for their business. We’ve never had a negative reaction to this and this is the BEST way to then lead in to describing how your business can help capitalise on these opportunities.
What next? How to grow your Facebook Advertising client base
Download our free BONUS pack that we used to get our first client, and still use to bring in new clients every month. This bonus pack includes:
- Email templates & scripts to send to people
- Tools I use to record screencasts etc.
- Spreadsheet to track potential clients
- Facebook pixel checklist
- How to install a pixel to be Facebook and GDPR compliant
- How to analyse the systems a site uses
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.
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
Catch up on the latest Facebook Advertising Updates for March 2018, including the latest on Facebook's Privacy breaches that affect Facebook Advertisers