One of the biggest mistakes new marketers make is trying to be all things to everyone.
Let’s take the wine glasses in this photo for example. If you were in a beautiful setting with this wine in front of you, would you look forward to savoring the wine and the view?
Let’s say, “yes.”
That’s your objective.
And the objective of the vineyard owner is simple. Enjoy our wine and beautiful setting. We’d love it if you’d share about it on social media (word of mouth advertising) and buy a few bottles.
No one is over thinking this.
Let’s translate this into a Facebook ad campaign to sell this wine. You see an eye catching picture like the one on the left with a headline that says something like, “Love California Pinot?” The accompanying copy says something like, “Enjoy a sampling of Central Coast Pinot for only $29.”
Notice they’re highly targeted. You get 3 bottles for $19. Any budget conscious wine lover is going to notice this ad.
When you click on it, it takes you to a page where you can become a customer.
That last part is essential. They take you to a page where you’re asked to do something. In this instance, you take a quiz about your taste preferences. That way, they can suggest wines suited to your palate.
If you want your ad to be effective, you need to get 4 things right.
- You need a clear and benefit focused headline.
- You need clear and action oriented copy.
- You need a great picture.
- You need to know what you want your prospect to do next.
For the purposes of this post, let’s focus on #4.
What’s your objective?
If you want your prospect to come to your website, what do you want them to do when you get there? Do you want them to simply admire your home page and then leave?
OF COURSE NOT! (Sorry for shouting…)
You want them to do something. Buy your product or service, sign up for your newsletter or webinar, take a quiz or otherwise engage with you.
The problem a lot of people make is they don’t think this through. They send people to their home page where there’s no call to action and then complain they tried Facebook ads but they didn’t work for them.
In actuality, they didn’t help their prospect get what they wanted.
Look at it this way, have you ever visited a website and left without buying anything or signing up for anything?
Of course you have.
You probably do it a hundred times a day.
So why didn’t you sign up or buy?
- You’re in browsing mode and you’re “seeing what’s out there.”
- You were being entertained…Buzzfeed anyone?
- You wanted specific information – movie times for instance.
Yet, if you have a problem and you want a solution, you sign up or buy, right? If you want to control pet shedding and you see a Facebook ad that tells you it has the perfect product to control shedding, you click and buy the Furminator.
If you’re a wine drinker, you may click and buy the 3 bottles for $19 deal.
If you sell services, the buying cycle usually isn’t that short. Most likely, people aren’t sure they need you quite yet or they’re investigating their options. Are you really the right health coach for them? Do they need a health coach? What does a health coach DO anyway?
When your prospect is likely to have questions like these, you want to send them to a newsletter page to sign up for more information. Or offer a webinar so they can find out more about your services and how you can help them be healthier – which then puts them on your email list.
Does that make sense?
It’s rare that people go from a vague curiosity to instant decision making when it comes to services. That’s why you want to get their email address so you can stay in touch.
And when you know what you want your prospect to do, it’s far easier to build your ad campaign.
Which one you choose depends on your end goal so decide that, and work backward.
Do you want people to come to an event? Do you want to reach people near you?
Here’s a quick video I did for you explaining it further.
Which Facebook Ad Objective will you choose?