One of the areas I wanted to focus on was Facebook advertising. I was not disappointed. Nicholas Kusmich gave a highly informative presentation on the subject at Social Media Marketing World. He used a very impactful story to get the session started and then described his predictable profit process.
Predictable Profit Process
Kusmich discussed how to turn paid advertising into predictable profit. This focused on:
- Content
- Distribution
- Conversion
At one time, advertisers would place an expensive mass marketing ad (Superbowl) in hopes to attract the right leads. Now, Facebook allows you to target the right people with the right message.
With Facebook ads, you can target:
- Follow – Who do they follow
- Frequent – What do they read, what events do they go to, etc.
- Fund – What do they spend money on
Add Value
Kusmich emphasized that you must give before you ask. Everything you do must add value in and of itself.
Create lead magnets that lead to wins or immediate success. They should be Short, Actionable, Goal-oriented, and Easy.
Process
The process moves from Facebook ads –> lead magnet –> thank you offer –> retargeting.
Ad
The Facebook ads communication should have three parts:
- Look – images result in 80% success
- Hook – the enticing message
- Took – call to action. Points to a landing page with a lead magnet.
Lead Magnet
The Facebook ads should point to a landing page with a lead magnet. This also has three parts:
- Look – show an image of what you are giving away
- Hook – this is the connection page. Your results will improve if you put your personal image with a description of how the lead magnet will help.
- Took – call to action
Thank You Page
Take time to acknowledge them by telling them what will next transpire and how long it will take. This should include a video describing the lead magnet and what will transpire.
Provide an offer to an upsell and explain why the product is important.
Finally, provide a deadline. Create a sense of urgency by setting a 72-hour deadline.
Retargeting
Kusmich recommends sending three emails. The first email is the thank you email associated with signing up for the lead magnet. It is sent five minutes after your video is done playing on the thank you page. The next email is 24 hours later between 8 am – 8 pm. The final email is sent 24 hours after the second email, again between 8 am – 8 pm.
In addition, run three Facebook ads focusing on the offer.
This was a great presentation with a nice bonus package that I just downloaded. It is useful information that I can use to support others. There are themes in this presentation that are similar to others I have heard before or throughout the conference. The bottom line is that everything should lead to a sale. To get to a sale, you must focus on building the customer relationship. This means you must be willing to provide value regardless of the sale. Another theme is about targeting the right people. Finally, you need to have a system. With a system, you can measure to see if it running properly or not. Additionally, you can make tweaks to the system as you better understand it.
