Unless you’ve been living under a rock for the last ten years, you know that social media has created one of the best direct to consumer platforms for businesses to reach their target market.
As social networks like Facebook and Snapchat continue to expand their features, more and more opportunities are being made for businesses to advertise their product/service online and connect with the people that are likely to care about them the most.
However, with increased opportunity comes increased competition. In a March 2016 report, Facebook announced that over 3 million businesses worldwide advertise on their platform, and since then those numbers have more than doubled. To add insult to injury, social media users are more tired of ads than they’ve ever been, often they find them disruptive to their user experience and only 31% reported that they’d actually sit through an entire ad even if it was targeted to their interest; some even went as far to say that they’d rather sit through a television ad before they saw one in their newsfeed.
So, if an increase in competition is saturating the market and Facebook users are tired of seeing ads then why are so many businesses still using Facebook to acquire new customers?
Simply put, because it works!
If you’re currently running Facebook ads and aren’t seeing any results or you’re considering running ad campaigns and want to avoid the pitfalls that lead to high costs-low conversions then read and implement the three strategies below to learn how to create Facebook ads that engage your target market, compel them to act, and ultimately convert them from follower to customer time and time again.
Strategy 1: Create an ad funnel
If you go to Google and type in “How to create Facebook ads” you’ll quickly pull up thousands of links, all claiming to have the secret sauce to create ads that convert. What you’d be hard-pressed to find is any of those articles telling you what an ad funnel is and how to create one- that’s because ad funnels are the secret sauce for any and every Facebook ads agency and freelance marketer. Every ad campaign that converts on Facebook has a funnel as it’s foundation and once you know what an ad funnel is you’ll quickly understand why.
So, what is an ad funnel, you ask?
The easiest answer to give without leaving you feeling like you just took a crash course on the theory of relativity is this- an ad funnel is a series of ads or ad campaigns directed at a specific target market intended to move the viewer of the first ad from a follower to a customer.
As you can see in the photo above, Facebook ad funnels can get intricate. This funnel was designed for a client of ours that wanted to not only acquire new customers but also extend the life cycle of their customers through retargeting. The reason you see so many steps in the funnel is that its designed to overcome three core objections your brand will face before a potential customer is willing to make an online purchase:
- Social proof- Does anyone else think this brand is cool?
- Perceived value- What am I going to gain from watching this ad or clicking the link aside from an item that’s on sale?
- Trust- I haven’t seen this brand often, how do I know that I can trust them?
So, in step one, you see that there are two ads running simultaneously, a direct response copy ad and a short 30-45 second video, both leading to a blog post that delivers tremendous value. These serve dual purposes and have several campaign objectives- engagement and link click.
In both campaigns, you want to start with the objective of engagement, meaning, at first you are more concerned with getting a great amount of engagement on each ad than you are with getting link click conversions.
Because getting a good amount of engagement will overcome the first objection- social proof. If you focus first on getting enough people to engage in the ad then you’ll be more likely to get your link clicks at a lower CPC the second time around since psychologically the viewer will feel that if other people like the ad/offer then they will too. From there, depending on the length of time someone spent on a video or the length of time between the day someone read the blog post, you move them to the second stage of the funnel which is another ad that leads to a lead magnet aka an irresistible free offer that you give in exchange for an email address.
Only once you’ve given a visitor enough social proof through engagement AND delivered a ton of value through a blog post and a lead magnet do you run an ad that leads to a paid offer/product page. This strategy overcomes the second objection of perceived value.
The rest of the funnel is created to overcome the final objection which is trust. Data shows that on average a potential customer needs to see a new brand at least seven times before they make their first purchase, so while someone may watch your ad, opt-in for your lead magnet, and even shop around on your product page chances are they won’t make a purchase yet because they haven’t “seen” you enough times. To overcome that objection and gain their trust you can run a set of ads based on specific retargeting either from your product page, cart page, and even the thank you page of your website to extend the life cycle of the new customer.
This can seem like a lot to take in, let alone implement, but this by far is the number one reason why most businesses fail to make sales conversions through Facebook advertising. If you’re willing to put in the extra work to develop a funnel you’ll greatly increase your chances of success through Facebook advertising.
Strategy 2: Create Copy That Speaks Directly to Your Target Audience
Now you’ve got your ads funnel mapped out, it’s time to tackle the first ad by creating compelling copy that gets your audience to take the desired action. There’s an art to copy and the best copywriters aren’t cheap, usually charging $5000+, luckily there’s one tried and true tactic that you can implement into your copy that, if done right, will compel your audience to move to the next step.
To this day, storytelling is one of the best ways to move people to the desired action if the story you tell speaks directly to your target market. Telling your audience how great your product is or how much time/money it will save them is not enough; remember, you’re in competition with 3,000,000+ other businesses that are probably telling your target audience the same thing. At the end of the day, no one cares to read about what your product does, but they do care to read a great story related your product that resonates with them.
If you’ve never seen the man above in your news feed before his name is Tai Lopez and he’s currently one of the most successful online marketers of this generation. Many can’t stand Tai for the luxury cars and scantily clad women he sprinkles in his ads, but before the videos of him in his big Beverly Hills mansion surrounded by swimsuit models Tai started off with one simple video of him in his garage telling a story that resonated with millions of people worldwide. The story he told in his video was one of a man who grew up on welfare, lived with the Amish, and slept on a couch for years with $42 in his bank account while he struggled to figure out the key to success.
And one day, as he claims, he found it-knowledge.
From there, the rest of the copy in the ad leads to an offer to join his 67 steps to success program.
While the rags to riches story may be overplayed, Tai knew that his target audience was on the hunt for the one thing that would take them from the basement floor to the penthouse suite and he was the man that could give it to them. If Tai had chosen to tell his audience how great the product he was selling is without connecting with them through his story no one would have bought his program, but instead he chose to let his audience know that he was once in their position, he got out of it, and now he wants to help them do the same.
Whether you chose to be the character in the story or not, you want to make sure your ad copy touches on the pain points of your target market and moves them either from the avoidance of pain or towards the satisfaction of pleasure; that’s the kind of copy that compels.
Strategy 3: Utilize the pattern interrupt factor
Since the days of radio, we’ve been conditioned to accept ads as the price we pay for good entertainment, the difference now is that instead of having to sit through the ad to get back to whatever we were doing we can simply scroll past it. This presents a broader problem to business owners who wish to capitalize on Facebook advertising-how do you get your target market to stop what they were doing and pay attention to you?
You must create an ad that’s so visually captivating that it commands the user’s attention and stops them in their tracks. This can be done through a creative video that causes a pattern interrupt.
When you go to create your ad, you need to think about all the things that your target audience is drawn to, and I mean all.
Everything from their favorite color, the type of music they listen to, and the activities that they are interested in playing a role in creating an ad that will make your audience stop what they’re doing and pay attention to what you have to say. The best way to figure out all the things your audience is interested in is to either pay someone to do research on your target market or do it yourself with an activity that I call, The Brain Dump.
The brain dump is one of the quickest and most effective ways to come up with ideas to use in your ads that will create a pattern interrupt in your target audience and get them to view your ad.
Start by taking a sheet of paper and creating four separate columns as follows:
- People of Influence
Then, go through each category and write down at least twenty different things that relate to your audience and correspond with each category.
For instance, if you sell a high-performance coaching program for people in B2B sales you might fill out the categories like this:
- Activities- Reading personal development books, networking events, healthy living.
- Utilities- Hubspot, Linkedin.
- People of Influence- Brendon Burchard, Grant Cardone
- Desires- Higher closing rations, wealth, job security.
These will serve as ideas that you can use for not only your ads but your targeting as well. Whatever ideas you come up with, make sure they really resonate with your audience to interrupt their pattern and cause them to pay attention.
I know, Facebook advertising isn’t easy but if it didn’t work there wouldn’t be so many businesses pouring their advertising budgets into it. The key to creating successful ad campaigns is to design your ads and strategies in a way that engages, compels, and converts your audience into customers. The three strategies above serve as great starting points, and if you couple them with high-quality professional video then you’re sure to be successful with your advertising campaigns.
Try these three strategies and see how they work for you, if you need help creating high-quality video for you campaigns we’d be more than happy to help. At Business Video Washington D.C. we’ve served hundreds of business owners in the DMV area and we have all the technology and tools you need to make high-quality videos for your marketing needs.
Contact us by clicking here.
I manage Augur Marketing, an advertising agency and I have 30 years of organizational experience as well. Two skills that have been invaluable and which help to differentiate Augur from my competitors are efficiency and project management.
Most of you are asking what project management has to do with marketing and advertising. The simple answer is that an advertising campaign is a project and the best campaign managers have awesome project management skills.
Augur Marketing specialized in multi-channel advertising campaigns and focuses on generating leads and sales conversions. We use metrics (statistics, numbers) to clearly indicate what we are doing on client’s behalf and what is working. The metrics can include likes, pay per click, coupons turned in and video views.
A full multichannel campaign is significantly more effective than a single channel, for instance, just radio or just Facebook ads and can include social media advertising, promotional videos, search engine optimization (SEO) and search advertising (SEM), as well as promotional events, and email blasts.
The Secret to Successful Marketing Campaigns is Great Project Management
Managing a campaign is complex and involves a variety of working parts including multiple staff. Imagine leading a team of 12 bloggers, website developers, social media analysts, video producers, graphics designers, and graphics designers, as well as timelines, milestones, and all of the related tasks. To keep it organized I used to use a spreadsheet (GoogleDocs, Google Sheets) which worked well for small projects.
To keep it organized I used to use a spreadsheet (GoogleDocs, Google Sheets) which worked well for small projects. I strongly dislike Microsoft Project which almost immediately becomes cumbersome and makes project management even more difficult and significantly more time-consuming. The MS Project software is literally 1990s technology.
Thank goodness I found out about a new solution called BT Bullet which was developed by a company called BT Beyond. BT is a new business acronym which stands for Business Technology. This application is a God send.
It has an intuitive interface and was written with ease of use in mind. This is next generation software at its best and seems to almost have artificial intelligence built in. It interfaces with your contacts list and they can become resources, can be added to report distribution, etc. and has a fantastic report writer.
BT Bullet includes a built in bug tracker which of course can also be used for change management and customer support.
About BT Bullet (from the website)
“BT Bullet is a business technology operations solution that covers functionality for many of the components needed to coordinate requests by clients and developmentally deliver solutions using project management tools, organizational hierarchies, application and asset tracking, basic purchasing, integrated emailing, knowledge base capturing, and more.
BT Bullet is designed to meet many of the needs of Agile IT project management and development concepts, where product release cycles are more incremental and frequent.”
For more information about generating more leads and sales contact Richard Lewis, Technology Marketing Officer at Augur Marketing, LLC.
Win a Free Optimization Campaign
If you are not well search optimized then you are automatically losing customers to your competitors. This is especially important and true for local businesses. 85% of Americans search online before they make a purchasing decision. If they do not find your business in the top 3 listings then your competition just got that call or purchase instead of you.
The vast majority of business owners do not understand search engine optimization (SEO). Unfortunately, neither do the supposed experts. When a web developer tells you that your new website will be ‘searched optimized’ that is a half-truth at best. In a nutshell, the template driven websites all offer ‘search optimization’ but in reality, you need continuous active campaigns for your company’s website and offerings to appear at the top of search engine results pages. A template website will not do that for you.
Take the 2-minute challenge below to see how your company stacks up to the competition. If you want immediate help click here to sign up for guaranteed results. Your campaign will begin immediately.
2 Minute Search Optimization Challenge
Step 1 – Test search results on the specific name of your company.
- Go to http://www.google.com
- Type in the exact name of your company and the primary city where you do business
You will see the results appear in Google. Is your company listed in the top position below the paid Ads? If so then you have passed the first, basic and important hurdle to being found online. Great job! Move on to the second and more important test. See an example of this type of search on Augur Marketing below.
If not, then you need immediate help. Click here to sign up and get listed. If you do not then your competition is already grabbing your future customers from you.
In the example image above Augur Marketing appears in the number one spot below the paid advertising as well as on the right-hand side of the screen. We achieved this result without paying for advertising. There are also pages of relevant results including photos video, blog posts, and press releases.
If you see other companies with similar names listed in your search results understand how confusing that is to potential customers. You should absolutely make your company stand out from the crowd in searches. Click here to make your mark and stand out from the crowd.
Step 2 – Check Results Against Your Competition
This is the most important test. How do you compare online against your competition? Remember that most people who search are looking for broad categories and new, potential customers do not know your company brand or name. The typical search is similar to, as an example: italian restaurant, or rug cleaning service.
For this check on how well you are search optimized perform a similar search as above except that you will type in a product or service and then the name of the primary city that you do business in. For example estate law tysons, va or jewelry store washington dc.
Since this is the most common type of search you need to ensure that your company appears at the top of this list. Remember that most consumers do not look past the first 3 results. It is much tougher but possible to appear closer to top the in large metropolitan areas like Manhattan and Washinton, DC.
- Go to http://www.google.com
- Type in a service or product and then the name of the primary city or area that you are doing business in.
The example below is using a search for business lawyers in Arlington, Va. Note that it is important to use the city and state. In this case, there is also an Arlington, Texas and even though Google is good localizing searches you can still get mixed results if you don’t include the state.
For medical service providers, it is just as important or even more important to be listed well in directories (list of doctors offices). We (Augur Marketing) managed a search engine optimization (SEO) campaign for Dr. Shore Armani in McLean, Va. along with her website development and had phenomenal results. When we began the search optimization campaign she only had a few listings, none in the top 3 and all had incorrect information from her previous office location. There were also confusing results mingled in with Armani Exchange.
“Richard produced my Website, he gave me great ideas to improve my existing website which was made by another reputable web designer. The new site is fabulous with a great
Dr. Shore Armani, Internist
See the current outstanding results for searches on Dr. Shore Armani McLean, Va. here.
My Results Were Not in the Top 3, How Can I Improve My Search Engine Listing Position?
In a nutshell, you need professional help. Click here to begin your search engine optimization campaign.
Why Augur Marketing? Augur is not a branding or design firm. They just want to make you look pretty. We focus on your bottom line and generating new sales. We get results.
Augur managed a recent online advertisement for Money Mailer of Tysons which generated spectacular results.
We reached 8,468 locals who were already interested in the topic and generated 464 click-throughs to Chris Tomseth the owner of Money Mailer of Tysons. In addition to that 98 potential customers were sent to the ad via online searches in Facebook on that exact topic.
Watch short, cool videos.
- Search Engine Optimization
- Augur Marketing Overview
- Medical Practice Advertising Services
- Money Mailer of Tysons
Contact Richard at Augur Marketing, LLC.
Richard Lewis, Technology Marketing Officer
Augur Marketing, LLC
DC Office: 571-201-5272
Warrenton, Va Office: 571-533-7149
Remember the days when small town doctors grew their practice by face to face referrals only. Jim, the local barber would tell Mary at the diner and so forth. Well, those days are quickly fading behind us.
Welcome to the information age where every doctor needs to have a multi-tiered marketing strategy with a heavy dose of social media.
Some quick facts:
- “72% of internet users said they looked online for health information within the past year.” Source: 2013 Pew Research Center Report.
- “41% of people would choose a health care provider based on their social media reputation.”Source: DC Interactive Group’s Rising Use of Social Media and Mobile in Healthcare Infographic
- “60% of doctors say social media improves the quality of care delivered to patients.” Source:DC Interactive Group
In today’s environment, your success, let alone your survival, depends on a well thought out marketing strategy.
Every marketing strategy has to start with the goals for your campaign. Usually, the goals include generating awareness and buzz for your practice which will lead to an increase your clientele. The campaign goals for your practice can include educating the community, building a good reputation and promoting new services, and of course to increase sales which Augur excels at. Unlike branding agencies Augur focuses on your bottom line and the main goal of all campaigns is to generate leads and revenue.
Next, it is important to develop a marketing strategy to determine the demographics and size of your target market. Who is the target market for your services and does this market change if you offer new services? Is your target market local or is it regional or even national?
How are you going to reach your target market(s)?
First and foremost, you need a compelling website for your practice. Your website should have a well-organized and clean layout with aesthetically pleasing images and color schemes. Your online presence and especially your website is the first thing that potential patients will see of your practice and are an avatar and direct reflection of your image. You wouldn’t go on a date or meet your patients wearing old, rumpled, stained clothes and your web presence should reflect on your practice professionally. Top medical websites should include:
- Highly visible contact information
- Images promoting health or videos
- The philosophy of your practice, why you differ from competition
- Clearly defined services
- Accepted insurance plans accepted
- Downloadable patient forms
Professional Tip! The two things that are most likely to convert a potential client online are testimonials, and video when done properly. The video needs to be short, directly related to and placed directly next to the product or service mentioned. Websites absolutely should also have a contact form to capture future patient information which can then be added to your Customer Resource Management (CRM) software or which can be sent directly to your inbox for a response.
“Augur Marketing produced my website, and it is a great improvement over my previous website which was developed by a different reputable web designer. The site is fabulous and has a lot of visitors.”
Dr. Shore Armani. McLean, Va.
Your website could have all of the above but there is still a catch. Remember the phrase all “dressed up and nowhere to go?” What good is a compelling website if nobody knows that it exists. The majority of online health seekers began their sessions using a search engine such as Google, Bing or Yahoo. It is important to get these search engines working for you by ranking you at the top for medical search results.
“Eighty-one percent of users conduct online research before they make a purchase. Sixty percent begin by using a search engine to find the products or services they want, and 61 percent will read reviews before making a selection.” Source: SocialTimes
The key is search engine optimization (SEO)! The use of meta tags and backlinks used to be very important for higher rankings but this has now shifted to how relevant your website and how much quality content it contains. Relevancy is determined by how many reputable sites or people are sharing or linking back to your content and how fresh and relevant your content is. Many of the top websites include current blog articles about the latest medical topics which allow for comments and feedback.
Perform a simple check on your practice by typing the type of practice or specialty and then the city name into Google. For instance internist tysons corner va. If you do not see your practice in the top few results then you are automatically losing customers to your competition, those practices listed in that specific search result.
“50% of all mobile searches are conducted in hopes of finding local results, and 61% of those searches result in a purchase.” (Search Engine Watch)
Every marketing strategy should also include engaging social media marketing and cater to mobile users. Social media sites such as Facebook, LinkedIn, Twitter, YouTube are critical in creating a dialogue with patients or promoting your expertise. The conversation about your practice is happening online and it is better if you are a part of it.
Paid social media advertising through Google Adwords, LinkedIn Ads, Facebook Ads, Twitter Ads and YouTube video ads are time-saving and cost-effective ways to raise awareness and recognition for your practice. Remember to always focus on your target market who are becoming more tech savvy and are depending more on their mobile devices for their medical information. If your practice is in a large metropolitan area like Washington, DC or New York then you can reach thousands of locals by city, zip code, lifestyle, gender, age, and interests for a fraction of the cost of advertising on cable television.
“A multi-channel campaign (includes Social Media and radio for instance) has a 20% higher retention rate by consumers than a single method campaign.” Source: Comcast Cable
A social media strategy is critical for your success but you should never forget traditional marketing avenues. Patients still use both online and offline sources for the medical information. Per a 2012 Google/Compete Hospital Study, 32% of patients use TV for research, 20% use magazines for research and 18% use newspapers for research.
You should also consider email blasts as part of your marketing strategy. Targeted email marketing campaigns are very effective at generating more referrals. Per MedData Medical Technology Marketing Industry Trends Report, for every $1 spent, $44.25 is the average return on email marketing investment.
Augur Marketing offers full digital marketing campaigns for as low as $1,000 per month. Let our expert staff increase your online presence and sales. Use our convenient contact form or call 571-201-5272.
This article was published by Augur Marketing based in Washington, DC. Augur specializes in marketing campaign management which includes the most effective combination of website development, search optimization (SEO), social media campaigns video production, and radio and television. Please feel free to contact us regarding your marketing strategy. Unlike branding agencies and other marketing companies, we focus on your bottom line. Our goal is to bring you customers and to increase sales not just to make you look pretty.
Augur Marketing is pleased to announce the newly formed International Board of Advisors. Click here to view the webpage.
- Don Dubose
- Jennifer Lynn Randall
- Lina Safronova
- Mary Gotschall
- James Southworth.
Thank you all and welcome.
Said Richard Lewis, Technology Marketing Officer at Augur Marketing, LLC. “It is amazing to me that people with such amazing resumes have offered to be on the board. Each of them is either fantastic at communications like Don DuBose and Ms. Safronova, and / or marketing for instance both Mary Gotschall and Jennifer Randall whose careers include legendary customers and over 10 years of experience each. Jim Southworth is an Internet pioneer and international consultant.”
Augur Marketing specializes in multi-channel campaigns including social media, search engine optimization (SEO), branding, blogging, video production, press releases and website development and landing pages.
Augur Marketing Contact Page
Or Call Us Today for a Free Quote 571-201-5272
“Mr. Richard Lewis at Augur Marketing developed a new website for my company, NOVA Psychotherapy, LLC. He included an effective search engine optimization package that brings a large number of new customers to my business. He continues to maintain my website and provides excellent business recommendations on an ongoing basis.”
Judith Montville-White, LCSW
New website developed for Dr. Shore Armani, internist in McLean, Va. This website is heavily search optimized including keywords in the content, alt tags, and meta tags. Take a look at the fabulous image on the bottom of the first page, it portrays a great environment and healthy lifestyle. We will also use the website in future campaigns to promote the cosmetic injectibles offerings.