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Transcript

Facebook Ads Not Working? THIS Is Why! · Marketing For Tradies

• 0:00
  SPEAKER_00: So many businesses lose jobs that they should have won, not because they're more expensive or there's something wrong with them, but simply because the prospect forgot about them.
• 0:08
  SPEAKER_00: People need to see things at least seven times before they take action.
• 0:11
  SPEAKER_00: One of the biggest problems with Facebook and Instagram ads and broad scale campaigns is you're going out to a broad number of people, like you're throwing a net out into the ocean and hoping that you catch something that's worth your while.
• 0:26
  SPEAKER_00: Just showing ads to people who are possibly ready to buy, interested in what you sell, and more likely to take action.
• 0:34
  SPEAKER_00: The reason that it works so well is welcome to Websites That Convert, the podcast where your website stops being a liability and transforms into your greatest asset.
• 0:43
  SPEAKER_00: I'm your host, Shannon, and I'm going to guide you through the strategies and insights you need to build a website that not only attracts but converts.
• 0:52
  SPEAKER_00: Let's dive in.
• 0:56
  SPEAKER_00: So many businesses lose jobs that they should have won, not because they're more expensive or there's something wrong with them, but simply because the prospect forgot about them.
• 1:04
  SPEAKER_00: If you're running ads, you're spending money to get clicks and get leads.
• 1:07
  SPEAKER_00: But the thing is that not everyone is going to inquire the first time that they see you.
• 1:12
  SPEAKER_00: In fact, studies have shown that people need to see things at least seven times before they take action, depending on how urgent the job is, of course.
• 1:19
  SPEAKER_00: So in today's episode, I'm going to share with you a secret strategy, a very cost-effective strategy, in fact, to stay front of mind for these people.
• 1:27
  SPEAKER_00: And it's one of the cheapest ways to double your conversion rates without spending significantly more on ads.
• 1:32
  SPEAKER_00: And it's a strategy that some of the biggest companies in the world use.
• 1:36
  SPEAKER_00: Actually, if anyone's doing marketing properly, they are using this strategy.
• 1:40
  SPEAKER_00: So it's going to make your business look even bigger and more professional, which will help you book more jobs as well.
• 1:45
  SPEAKER_00: So the strategy I'm sharing today is what's called retargeting.
• 1:49
  SPEAKER_00: So essentially, what it does is it creates an audience of people who have interacted with your business somehow.
• 1:55
  SPEAKER_00: So that could be that they've looked at your website, either the whole website or a specific page, a landing page that your ads are running to, which is what I would recommend doing if you are paying for ads, interacted or viewed your social media accounts, or did something to show that they're possibly interested in what you have to sell.
• 2:15
  SPEAKER_00: What retargeting campaigns do is bucket all of those people into an audience on Facebook, and then you create ads that only show to those people.
• 2:25
  SPEAKER_00: So one of the biggest problems with Facebook and Instagram ads and broad scale campaigns is you're going out to a broad number of people, like a you're throwing a net out into the ocean and hoping that you catch something that's worth your while.
• 2:41
  SPEAKER_00: With more targeted campaigns such as Google, what you're doing is you're fishing with a line in an area that you know that the fish you're trying to catch is in.
• 2:49
  SPEAKER_00: And you're using the bait that you know that fish likes.
• 2:52
  SPEAKER_00: So you're more likely to catch that fish that you're looking for.
• 2:56
  SPEAKER_00: Now it's not to say that Facebook ads can't work or that you're not gonna get that fish that you're after, but it's just less likely you're gonna catch a lot of other stuff in that net too, and possibly you could pull it up and there's nothing in there at all.
• 3:09
  SPEAKER_00: So instead of throwing that net out into a big ocean of possible people, you're just putting a net into a pool or a pond of people that you know are interested in what you sell.
• 3:21
  SPEAKER_00: So that's what retargeting campaigns do essentially.
• 3:24
  SPEAKER_00: So you create an audience of people who have interacted with your brand online somehow, or even are in your customer list, and you show ads only to those people.
• 3:34
  SPEAKER_00: So you're not using a huge budget because this group of people are relatively small, depending on how many people are in that audience group, it's much smaller than a broad-scale Facebook campaign, which again is going out to hundreds, thousands, millions of people possibly.
• 3:51
  SPEAKER_00: So retargeting is really about just showing ads to people who are possibly ready to buy, interested in what you sell, and more likely to take action.
• 4:01
  SPEAKER_00: The reason that it works so well is like I just explained, it's a smaller number of people that have already put their hands up as being interested and in the market for what you have to offer.
• 4:12
  SPEAKER_00: So you don't need a huge budget because you're only showing ads to this small group of people.
• 4:16
  SPEAKER_00: So you can get away with five, ten dollars a day, depending on how big that audience is, and you're just replenishing that audience through the funnel and capturing them with the pixel to keep putting people into that audience so Facebook knows who to market to.
• 4:32
  SPEAKER_00: Now, the reason that this can get really good results is because studies have shown people need to see things at least seven times before taking action.
• 4:40
  SPEAKER_00: Obviously, this depends on how urgent the service is and the nature of the business and the offers that you have.
• 4:46
  SPEAKER_00: But if you think of it from the customer's perspective, where they've maybe they're looking at a bathroom renovation, for example, they're searching on Google, say 50% of those people are ready to book in their quote.
• 4:58
  SPEAKER_00: They go to your landing page or your website, they inquire with you.
• 5:01
  SPEAKER_00: That other 50% of people that found you and landed on that page or went to your website may not be in the mindset of actually taking action right now.
• 5:11
  SPEAKER_00: So if you put yourself in the shoes of a customer that's interested in working with you, most of these people are going to go to Google, search for let's say a bathroom renovation specialist in their area, your business comes up, they click on your ad, they go to your landing page, and then a percentage of those people are going to inquire straight away.
• 5:30
  SPEAKER_00: Let's say 20% of people put their details into your form.
• 5:34
  SPEAKER_00: Those other 80% of people, if you don't have a retargeting campaign set up, you've basically lost them.
• 5:40
  SPEAKER_00: Unless they remember your business name and they search you again, or they search for the service again and your ad comes up and they happen to click on that one specifically again, then your chances of actually converting them into a lead is quite small.
• 5:54
  SPEAKER_00: So it's really important that for those 80% of people, you have a strategy to stay in front of them, continue to reinforce their interest, and just have a way of staying front of mind for them.
• 6:05
  SPEAKER_00: Because just because they didn't convert the first time doesn't mean that they're never going to convert.
• 6:10
  SPEAKER_00: Yes, there will be a percentage of them that don't ever convert, but there's going to be a percentage of them that simply get distracted, they end up on social media, they're scrolling, and then your business comes up, reminds them that they were looking for a bathroom renovation specialist, they get back to the landing page, they leave their details and they convert into a lead then.
• 6:28
  SPEAKER_00: We see that happen time and time again.
• 6:31
  SPEAKER_00: And then there's a percentage of people that just need more time, they need to see the ads multiple times before they take action and decide that you are the service provider that they want to inquire with and get a quote with.
• 6:42
  SPEAKER_00: And then there's gonna be those people that just never inquire at all.
• 6:45
  SPEAKER_00: But if you don't have a remarketing strategy in place and you're putting at least a little bit of budget towards retargeting them across social media platforms, you're only gonna convert those 20%.
• 6:56
  SPEAKER_00: That's all you're gonna get from your campaigns.
• 6:58
  SPEAKER_00: And that means if you're investing, let's say$3,000 per month in ads, you're gonna get a much higher cost per lead than if you were to implement a retargeting strategy that's gonna convert double the amount of people, make you look like a professional service provider in a bigger business than you actually are, and creates an ecosystem of this audience of people who are interested in what you sell.
• 7:24
  SPEAKER_00: So that's how retargeting works.
• 7:26
  SPEAKER_00: We use it across all of our marketing systems because we know that it gets better results with only a small increase in ad spend.
• 7:35
  SPEAKER_00: And if you put this into your business, I can almost guarantee you're gonna look way more professional, get better leads, get more leads, and have a lower cost per lead because it works so well in capturing that traffic who are interested in what you sell but haven't taken action yet.
• 7:51
  SPEAKER_00: So if you want to get a better cost per lead on your marketing campaigns, you want to get found by higher quality prospects and generate more leads overall, implement a retargeting strategy for your paid ads on Facebook and Instagram.
• 8:08
  SPEAKER_00: Create an audience of people who've looked at your social media, your landing pages, your website, or interacted with your business somehow online.
• 8:16
  SPEAKER_00: Create an audience of those, create ads that are going out to those people and make sure your conversion tracking is set up as well and drive traffic back to your landing pages, back to your website, generate more leads through that, and you will see a better return on your ads bin.
• 8:30
  SPEAKER_00: So I hope that's been helpful in today's episode.
• 8:33
  SPEAKER_00: Sharing with you a very, very low-cost strategy to get better results from your advertising campaigns and generate more high-quality leads for your service-based or trades business.
• 8:44
  SPEAKER_00: Thank you for listening to websites that convert.
• 8:46
  SPEAKER_00: If you found value in this episode, please give us a five star review on Apple Podcasts and Spotify.
• 8:52
  SPEAKER_00: Follow us on all social media.
• 8:54
  SPEAKER_00: And if you're a service based business owner that's looking to double their website conversions, book a call with my team using the link below.
• 9:02
  SPEAKER_00: I'll see you in the next episode.