Facebook has changed in a big way, and if you are still running your ads like early 2015 you could not only be wasting a lot of money, but could even be putting your account at risk. The 7-Step Facebook Fast Start System is designed to generate more traffic, leads, goodwill, and customers – and also keep your account safe for the long haul. This is the system we use with all our agency clients, Facebook Navigator coaching clients, and our students at Facebook Ads University, and you can easily start implementing it into your own business!
Don’t be “That Guy”
Facebook has now become the online version of a party, coffee shop, conference, or event. Nobody likes “that guy” at a party who 30 seconds after shaking your hand starts to pitch you his business services and tries to set up an appointment with you right then and there. What do you wanna do when you meet that guy? If you’re anything like me, you want to turn around and run for the door as quickly as you can!
The crazy thing is, some of the biggest deals and sales have been made by two people meeting at a party or coffee shop…
However, in most cases the reason WHY these sales were made is because of a natural process: the two people met, became friends, helped each other out, got to know each other, etc. After becoming friends and seeing each other a few times, it was only fitting that they set up an appointment, which led to a new client or customer relationship being born…
With the 7-Step System you can virtually clone yourself or your brand so you can be showing up at parties, networking events, coffee shops, conferences, and events all over the world building relationships, making friends, then smoothly transitioning some of those people into subscribers and customers.
Step 1: Publish Epic (Facebook Friendly) Content
The first step is to publish some epic content which we call an un-gated blog post. It is a piece of content that someone can consume without having to opt-in or buy anything. This is put in place to start building goodwill (it’s like the handshake at a party).
The reason this is so effective is because even if the visitor doesn’t take action (subscribe, purchase a product, etc.) on their first visit to your page, you will have systems set in place to be able to track every single visitor and add them to your Facebook Custom Audience (Invisible list).
What if you don’t have a blog?
No problem! One way to do this same thing without a blog is a content with call-to-action video like the one below.
If you don’t have a blog and you still want to capitalize on this strategy, then you can create a content rich Facebook Video Ad. The main purpose of this video is to create goodwill. This would normally be a longer video than a video focused solely on conversions. Around 3-10 minutes long would be fine, depending on the content.
You can still have a call-to-action in this video, but the core objective is to build goodwill and brand awareness, knowing that you will be following up this ad with a more direct marketing link post image ad or short 20-60 second video focused on conversions.
Think about it as a 1-2 punch.
One of the great features of Facebook Video Ads is that you can create Custom Audience (retargeting audience) lists out of your video viewers.
*This used to only be possible when using the “Video Views” campaign objective. However, Facebook has recently updated this to include other Campaign Objectives, such as Website Conversions and Clicks to Website. Facebook will automatically create two new audiences inside your the Audiences section in your account: a “Viewed” audience and a “Completed” audience.
Below you can see the audience Facebook created from a recent video ad. The “Viewed” audience is all users who watched at least three seconds or more of your video. The “Completed” audience is all viewers who watched at least 95% of your video.
Step 2: Set Up Conversion
Pixels & Website Custom Audiences
Setting up Facebook Conversion Pixels and Custom Audiences are essential to tracking campaign performance , tapping into Facebook’s amazing targeting capabilities, and leveraging Facebook’s optimized conversion-based bidding.
Conversion Pixels are used for two purposes:
1. Tracking: A Conversion Pixel is a piece of tracking code that helps you to track important actions on your blog or website (visitors, purchases, opt-ins, etc.) and helps you measure the performance of your ads.
2. Optimization: One of the most powerful aspects of Facebook advertising today is that you can optimize your campaigns based off a Conversion Pixel. For example if your goal is to drive more traffic to your webinar registration, as you start to generate leads Facebook will find and target people who have similar characteristics, interests, and behaviors. The more leads you get, the better Facebook will optimize.
This is absolutely game changing.
Website Custom Audiences are used for two purposes:
1. Retargeting: You can create new Audiences based off website visitors who visited specific web pages. You can think of these new Audiences as “invisible lists” that you can now place other Facebook ads in front of. This means if someone lands on your blog post or something similar to that but doesn’t opt-in or buy, you can still track them and keep them on your list to retarget in the future.
2. Excluding Specific Visitors from Targeting: You use Custom Audience targeting to specify certain pages that visitors land on that you want to exclude from campaigns. For example, if you’re driving traffic into a webinar registration page you will want to exclude all visitors who land on your webinar registration confirmation page.
Step 3: Target Audience Research
This step is something you are going to be working on simultaneously with step one. While you are working on what content you are going to use, start researching your target audience. There are a few tools that are really helpful to do this…
1. Facebook Audience Insights
(Located inside the Ads Manager)
Inside Audience Insights you can search for affinity data based on other interests, behaviors, Facebook pages, custom audiences, and much more. You will want to spend some serious time in here looking up industry leaders, popular magazines, newspapers, products, celebrities, etc. that your audience is interested in.
2. Facebook Search
In this tool you can look up things like “pages liked by people who like ______” (example: pages liked by people who like your page or your competitor’s page.) It will show similar pages to what your fans like or what your competitor’s fans like.
3. Ads Manager Suggested Interests
Get inside the Ads Manager or Power Editor and start creating an ad. Even if you don't plan on running that ad yet, you will still want to get into the Audience Targeting section and start playing around. Facebook will suggest similar interests to whichever interest you select.
You can then create a spreadsheet (we use a Google Drive spreadsheet) and compile all of that data that Facebook supplies you with to get a better understanding of your target audience. Think about this as one big brain storm - and just start putting every result you see into the spreadsheet. The more names you have the more ideas you will come up with.
(NOTE: Want a more in-depth training on how to build a profitable Facebook sales funnel? Get my physical book delivered to your door + my 5 Facebook Fast Start video modules all FREE + a few dollars for S&H.)
Step 4: Start A “Like” Campaign
Like campaigns are a simple tool to use because you can set them up and not worry about them because they will be constantly running in the background. There are 3 reasons why a like campaign is useful.
1. Increases Social Proof.
The more likes and fans you have the more credibility you have.
2. You can Re-market to your Fans.
Once you have a set fan base you can run more promotional type offers to them.
3. You can Increase your “Friends on Fans” Connection Targeting Reach.
Example: You can target someone who not only likes Tony Robbins, but has a friend who likes Dominate Web Media. This is called Connection Targeting. If you use this approach, on the top of your ad it will say “Joe Smith and 27 others like Dominate Web Media.” This will give you instant social proof - which gives you higher relevance scores, higher click-through rates, and more conversions!
Step 5: Publish & Boost Facebook Post (Create Ads)
The next step is to create a Facebook post and boost it. You start by creating a post just like you would with one you aren't going to run ads to, then on the bottom of your post Facebook will give you an option to boost it right from your page. You can then select specific targeting to get your post out to your exact and ideal target audience. The image below shows an example of a post I have added that I can now amplify with the boost option.
Step 6: Repeat with Conversion-Focused Campaigns
Your next step is to do the same thing as step 5 - except this time specifically design an ad or post that is focused on generating leads or sales. For example you can have your ad link to a webinar registration, a lead magnet landing page, a sales page, a product, a software demo sign up, free trial offer, etc. Below you can see an example of an ad we have used to drive traffic to a live training webinar.
The key to long-term success and maximum profits with Facebook ads is to be smart with how you approach it, and really think about what frame of mind your target audience is in - how much do they really know you and trust you at this point?
Putting the right campaign in front of the right audience is the key. Remember “that guy” at the party who's trying to pitch you his business 30 seconds after meeting you? Don't be that guy.
Be cool. The one people leave the party thinking: "I'd like to hang with him or her another time - hopefully we see each other again..."
To make sure you are NOT like him, you may want to start your conversion campaigns only targeting to "warm" traffic - users who have already been introduced to your brand in some way. Maybe they have already been to your website or blog or are one of your fans.
This does not mean you should never run lead-generation campaigns targeting cold audiences - we do this all the time. I am just encouraging you to focus on having some campaigns dedicated to warming people up using content and video ads in addition to running lead-generation campaigns - this way you will always have campaigns warming people up and always have campaigns generating leads and sales!
Step 7: Analyze & Optimize
Your final step will be to start analyzing and optimizing your campaigns. The best way to do this is to use Facebook's reporting tool. In the image below you can see a screenshot of what the reporting tool looks like.
Inside Facebook's reporting tool you can see multiple things such as reach, clicks, cost per click, cost per conversion, video views, cost per video view, etc.
You can see what audiences and demographics are giving you the best performance, as well as which ad, video, or image is doing the best. What makes this so helpful is you can trim out what isn't working and keep the winners so that you know your advertising budget is only being spent on campaigns that are doing well.
You can also get a Breakdown of which placements are performing best, such as desktop compared to mobile, or right-column compared to newsfeed. Digging into this information is where the money is made.
Below you can see the customize columns section inside of Facebook's reporting tool. This allows you to decide what metrics to track.
7-Step Facebook Fast Start System Overview:
1. Publish Epic Content
2. Set up Conversion Pixels and Custom Audiences
3. Target Audience Research
4. Start a "Like" Campaign
5. Publish & Boost Facebook Post
6. Repeat with Conversion-Focused Campaigns
7. Analyze & Optimize
Would you like to see some real life demos and get your campaigns started and into profit even faster? For a limited time I am giving away my physical book the "Ultimate Guide to Facebook Advertising" FREE - where we send it right to your doorstep, plus immediate access to my Fast Start Training Video Trainings! All you have to do is chip in a few dollars for shipping and handling.