A prospect’s journey to becoming a customer starts with awareness of your product or service — to fill a need or fix a problem they may have experienced.
Facebook ads and sponsored posts are a very inexpensive way to make prospects aware of your offer, so you can get permission to communicate with them, with the goal of driving conversions, i.e., that magical moment when they become one-time buyer, and eventually a long-term customer and hopefully a raving fan.
With Facebook, you can target your audience by demographics, geography, and interests; clicks can be inexpensive — as low as $0.28 cents per click.
Meet your customers where they are… not where you are
If you’re a marketer, the goal is to meet your customers where they are. They’ve got a problem — or you can help make them aware of a problem, its consequences, and help them avoid it.
Here’s how help your customers begin customer journey starting with Facebook ads, driving results for your business and value to your audience.
The PAS Formula (Problem – Agitation – Solution) Formula in your copy is the simplest, most effective way to meet them where they are: wrestling with a problem.
Write a headline stating a problem. Elaborate. Promise a solution. It’s simple.
Here’s an example: SwingCaps is a nutritional supplement for golfers. Its advanced mobility formula helps golfers increase their range of motion, so they can “swing like they used to” (it really is an awesome product).
Create a Facebook Campaign using an Ad or a Sponsored Post
“Give ’em what they want”. The PAS Formula (Problem – Agitation – Solution) has been shown to be an effective formula for ad copy.
Create a Landing Page with a Free Download or a Video to educate your prospect
On your Landing Page, again you want to use The PAS Formula (Problem – Agitation – Solution). Elaborate on the Ad, build on what you’ve promised, but keep it limited to benefits. Remember the old direct marketing/lead generation adage: “The more you tell, the less you sell.” If budget permits, create a video. People love to watch videos!
That’s it! Be sure to end with a Call To Action that takes them to your website to learn more… or capture an email address, and create a “drip marketing” follow-up sequence where you can provide them more information until they’re ready to buy.
Facebook (or LinkedIn if you’re a B2B Marketer) is a great way to create top-of-funnel awareness, and drive traffic to your landing page… if you have multiple products. Create a different conversion funnel for each one.
Bonus Tip: They’ve already visited your website or landing page. By adding a small Facebook or Google Adwords script to your website, you can create a retargeting ad that will appear to follow them around as they’re surfing the web. This will keep you top of mind, and increase the likelihood that when they have a need, they will call you first.