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The Facebook Ads Hack 99% of Business Owners Ignore · Marketing For Tradies

• 0:00
  SPEAKER_00: This is the marketing hat that has been proven to get more leads, customers, and revenue per dollar spent than any other marketing strategy, but that 99% of business owners completely ignore, while the top 1% use it to dominate their local markets.
• 0:14
  SPEAKER_00: It's not a new social media platform, it's not a secret Google algorithm hat, and it doesn't require you to be a marketing genius to set it up.
• 0:21
  SPEAKER_00: And today I'm going to show you exactly what it is and how you can use it to get more leads and jobs booked for your business.
• 0:29
  SPEAKER_00: Welcome to Marketing for Tradeys, the podcast where we help trades and service-based businesses with straight-up marketing advice to get more leads and win more jobs.
• 0:37
  SPEAKER_00: I'm your host, Shannon, and my agency has helped over a hundred businesses go from inconsistent work and relying on word of mouth to getting a steady flow of jobs coming in every single week.
• 0:47
  SPEAKER_00: In this podcast, I'm walking you through simple practical strategies that actually help you grow your business without a guest ball.
• 0:54
  SPEAKER_00: So let's get into it.
• 0:55
  SPEAKER_00: So okay, so let's start with the math of a normal marketing campaign.
• 1:00
  SPEAKER_00: Let's say you run Google Ads, you get 100 people to click on your ad.
• 1:04
  SPEAKER_00: If you have a great landing page, 10 of those people may call you or fill out a form.
• 1:08
  SPEAKER_00: That's a 10% conversion rate, which is a solid result.
• 1:11
  SPEAKER_00: But what happens to those other 90 people?
• 1:14
  SPEAKER_00: You paid for those clicks, they were actively searching for your service, they live in your area, but for whatever reason, they didn't inquire.
• 1:22
  SPEAKER_00: Maybe the kids started crying, the boss walked in, they wanted to get another quote, they closed the tab and left.
• 1:28
  SPEAKER_00: For most businesses, those 90 people are gone forever.
• 1:32
  SPEAKER_00: That is a massive leak in your marketing bucket.
• 1:35
  SPEAKER_00: You're paying to acquire high-intent traffic and then you're letting them walk out the door.
• 1:40
  SPEAKER_00: I'm gonna share with you is simply this.
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  SPEAKER_00: You don't let them walk away, you follow them around the internet.
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  SPEAKER_00: So you've probably experienced this before where you've searched for a product or service, and then you've ended up on social media.
• 1:53
  SPEAKER_00: And whose ads do you see?
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  SPEAKER_00: The person or business that you were searching for originally, even if you didn't inquire.
• 1:59
  SPEAKER_00: This is what we call retargeting or remarketing, is another common term.
• 2:04
  SPEAKER_00: And we use meta ads in order to get in front of those 90 people who leave your website or landing page and don't inquire.
• 2:11
  SPEAKER_00: When those 90 people leave your website, they go back to their normal lives.
• 2:16
  SPEAKER_00: And what do they do in their normal lives?
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  SPEAKER_00: They scroll on Facebook and Instagram.
• 2:20
  SPEAKER_00: So because they visited your site or landing page, which hopefully has a Metapixel installed, it leaves a tracking code on that prospect's device.
• 2:29
  SPEAKER_00: And when they open Facebook that night, the first thing they see is an ad for your business.
• 2:34
  SPEAKER_00: When they open Instagram the next morning, they see another ad for your business.
• 2:37
  SPEAKER_00: And to that specific person, you suddenly look like a massive, omnipresent company and they think, wow, these guys are everywhere.
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  SPEAKER_00: They must be the best in town.
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  SPEAKER_00: And it just reminds them of the service they originally searched for if they weren't ready to take action straight away.
• 2:52
  SPEAKER_00: But the key here is that you're not everywhere.
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  SPEAKER_00: You're only showing ads to the people who already visited your website or landing page.
• 2:59
  SPEAKER_00: And that's why it's really cheap and effective traffic because you're buying the highest converting attention on the internet, which is people who have already interacted with your brand, telling Meta exactly who to show your ads to.
• 3:12
  SPEAKER_00: And this converts at a much higher rate because they're people who are already in the market for the service that you offer.
• 3:18
  SPEAKER_00: So now you might be wondering, what do you actually show them?
• 3:20
  SPEAKER_00: Well, you don't just show the same call us now ad over and over again.
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  SPEAKER_00: You use a specific three ad sequence designed to build trust and overcome objections.
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  SPEAKER_00: So ad number one is the testimonial.
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  SPEAKER_00: They already know what you do.
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  SPEAKER_00: Now they need to know you're good at it.
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  SPEAKER_00: Show them a video of happy customers, a screenshot of a five-star Google review.
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  SPEAKER_00: Social proof is the fastest way to build trust.
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  SPEAKER_00: Ad type number two is your product or project gallery.
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  SPEAKER_00: Show them the quality of your work, a before and after photo of your bathroom renovation or a time lapse of a retaining wall being built or whatever service that you do, and let the work speak for itself.
• 3:56
  SPEAKER_00: Don't be there trying to convince someone, just show someone.
• 3:59
  SPEAKER_00: And ad number three is the why us guarantee.
• 4:02
  SPEAKER_00: This is where you overcome their final hesitation or remove risk from them moving forward.
• 4:08
  SPEAKER_00: So something like a guarantee of outcome, time frame, or perhaps even a warranty on the services that you provide.
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  SPEAKER_00: You want to position this in a way that just reinforces the trust and credibility of your brand and that you can do the job well and get it done.
• 4:23
  SPEAKER_00: So we worked with a landscaping company recently that was getting pretty decent traffic, was struggling to close big jobs.
• 4:30
  SPEAKER_00: So we've implemented this three ad retargeting sequence to many, many service-based businesses.
• 4:36
  SPEAKER_00: Almost every single time, cost per acquisition decreases, lead volume increases, and average lead to sale timeframe decreases because a lot of the leads are coming in pre-sold.
• 4:47
  SPEAKER_00: Because those ones that are maybe a little bit more hesitant and haven't taken action straight away are seeing these ads and it's reinforcing trust and credibility in the reason why they should move forward now.
• 4:59
  SPEAKER_00: So the benefits are not just lead volume and reduce cost per lead, even though that's great, but it's also ability to sell to those leads gets easier because they trust your brand more.
• 5:08
  SPEAKER_00: So if you're spending money on marketing right now, you really need to get that meta tracking onto your website and landing pages.
• 5:14
  SPEAKER_00: Even if you don't run the retargeting campaigns yet, start collecting the data so you can retarget them later.
• 5:19
  SPEAKER_00: You can also do retargeting with customer lists and you know quotes that didn't convert and all of these different things, but having that tracking on that website and landing page enables you to create these retargeting campaigns from people who never even interacted with your brand, who never left their details in the first place.
• 5:36
  SPEAKER_00: So before I wrap up this episode, let's just recap on everything I've gone through today.
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  SPEAKER_00: Number one is that if you're only relying on first touch conversions, you're wasting around 90% of your ad spend right now.
• 5:48
  SPEAKER_00: Because if 100 leads go to your landing page or website and only 10 convert, and you're not running ads to the other 90% who didn't convert into leads, then you're leaving money on the table.
• 5:59
  SPEAKER_00: Number two is that omnipresence and showing your business on different platforms through retargeting to the exact people that you know are already in the market for your services is a really cost-effective way to make your business look like the biggest player in town and build trust and credibility for your brand.
• 6:15
  SPEAKER_00: And number three, with retargeting, don't just continuously ask for the sale again.
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  SPEAKER_00: Build trust with testimonials, improve your quality with project or real project work and galleries, and overcome objections using risk reversals and guarantees.
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  SPEAKER_00: And above all, stop letting your good or best leads walk out the door and wasting your ad span by not having this strategy in place.
• 6:36
  SPEAKER_00: Implement this strategy and definitely let us know how it helps your business.
• 6:41
  SPEAKER_00: Or if you want this exact retargeting sequence built for your business, the tracking the ads, the strategy, use the links in the description to book a call with our team.
• 6:49
  SPEAKER_00: We'll plug the leaks in your lead generation and sales funnel so you stop losing the traffic you already paid for.
• 6:56
  SPEAKER_00: Thank you for tuning in to the Marketing for Trade's podcast.
• 6:59
  SPEAKER_00: If you got something out of this episode, don't forget to like, follow, and subscribe, or leave us a review on whatever platform you're listening on.
• 7:06
  SPEAKER_00: And if you're a service based business owner who'd rather have someone handle your marketing for you, book a call with my team using the link below and let's see how we can help.