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Image by Glen Carrie via unsplash.com

For many of the business owners I talk to, the biggest problem holding them back is sales.

Sometimes it is a problem with their sales pitch not being good enough.

Sometimes they feel they do not have enough time to focus on acquiring new clients.

Usually, it is neither of these reasons.

The most common reason businesses have a problem with sales is because they don’t have a predictable and scalable method of speaking to qualified leads. Its 2021. It doesn’t have to be this way!

The famous digital marketing guru Gary Vaynerchuk has for a long time stated “whoever best leverages Facebook Ads wins”. He’s not wrong.

Facebook Ads offer a predictable and scalable way to increase your sales and grow your company.

This article will examine 6 reasons you should be using Facebook Ads in 2021:

  1. Your customers are on Facebook
  2. Facebook Ads for lead generation
  3. Highly targeted traffic
  4. You can re-target customers
  5. You can create Lookalike audiences
  6. Facebook uses AI to optimise ads

Your Customers are on Facebook

If you would like more customers, they are on Facebook.

Globally Facebook has over 2.7 billion active monthly users. In Australia over 16 million people use Facebook daily.

Previously I have heard the arguments that ‘my clients aren’t on Facebook’ or ‘Facebook is just for young people’. Both are incorrect. Now more than ever Facebook and Instagram present the best way to speak directly to your target audience.

Facebook Ads for Lead Generation

Often overlooked by service based companies and other Facebook Ad agencies, Facebook Ads present a unique opportunity for companies to fill their sales pipeline with qualified leads and fill their calendars with calls, appointments and sales meetings.

In the last month alone for one of our clients, we generated 194 leads. These are qualified leads that have submitted contact information including Name, Phone Number and Email Address and indicate the services they were interested in.

These leads have been fed into the client’s CRM for them to follow up with through calls and email campaigns.

Highly targeted traffic

Facebook Ads Manager gives you a high level of control over who sees your ad. This is a huge change from where marketing was 10 years ago.

Ads can be targeted using a combination of different variables, including location, demographics, behaviour, and interests. This enables a focus on people who fall within your customer demographics.

For some of my clients, it is common they want to target customers in locations close to their region or suburb. Often for us, it is Gold Coast as a region or niched down to suburbs such as Burleigh Heads or Robina.

Creating custom audiences for your Facebook Ads is highly effective and enables ads to be created that speak directly to your target market. These ads are more engaging and have been found to lead to higher conversion rates.

You can retarget customers who are the most engaged in your content

One of the most basic concepts in marketing is the Rule of 7.

What is the Rule of 7?

The Rule of 7 states that a customer takes on average 7 interactions with your company before they will buy from you.

Why is the Rule of 7 important?

We must not expect the traffic we gain from Facebook Ads will convert to sales the first time they arrive on your website. In fact, on average 98% of traffic will not convert the first time they click on your website.

As with every other form of selling, the sales are in the follow up! For Facebook Ads the follow up comes in the form of retargeting.

Retargeting is the secret sauce to maximising the return on your Facebook Ads. With the Facebook pixel correctly installed, anyone who has been on your website or previously clicked on your ad can be retargeted with another ad.

Your retargeted audience is already familiar with your company and is more likely to click your retargeted ads and convert to a lead or sale.

You can create Lookalike Audiences

From my background in SEO (Search Engine Optimisation), I cannot over-stress the value of people clicking on your website from a Google search. I recently wrote an article on SEO and Why SEO should be part of your marketing strategy in 2021.

Facebook Ads give you the power to supercharge this organic search audience.

One of the key features on the Facebook Ads platform that should not be overlooked is Lookalike Audiences. Lookalike Audiences give you the ability to take a group of users who have interacted with your ad or website and then build a custom audience of people meeting similar characteristics to send ads to. This makes your ad more efficient, as the people targeted by the ad share similar traits to the people who have already converted into leads or customers.

Facebook uses AI to optimise Ads.

Some of the most complicated AI (Artificial Intelligence) is used to run the Facebook Algorithm. The algorithm has been developed to give advertisers the highest possible return for their ad spend.

One of the unique things about AI is that the longer it runs, the more data points it can utilise to analyse and so the better it gets. The longer the Facebook algorithm runs the more accurate it gets in determining the type of person that will convert with one of your ads.

The use of AI within the Facebook algorithm presents two unique benefits for advertisers:

1) Over time, Facebook gains a better profile of its users and as such has better data on the people that would fall within your target audience. Gradually the targeting will become better refined.

2) The more people that convert through your ad, the better the Facebook algorithm gets at pushing your ad out, matching your ad with people with similar characteristics to those who have already converted. I see this happen to our client’s ads. The more people that convert through an ad the more efficient the ad becomes, and the CPC (Cost per Click) and CPL (Cost per Lead) reduce – leading to more conversions per dollar spent.

Conclusion

As the Facebook Ad platform continues to develop, there are more reasons than ever before to be utilising Facebook Ads. Facebook Ads offer a predictable and scalable way to increase your sales and grow your company.

This is just a quick overview of some of the benefits of using Facebook Ads for your business. These points only just scratch the surface, the list could go on and on. If you’d like to grow your business and reach new customers, Facebook Ads are essential.

If you would like to find out more about Facebook Ads or would like some help with your marketing, get in touch! We offer a variety of services from Coaching to Full Management, to suit any requirement or budget.

 

About the Author: Peter Austin

Peter is a business partner at Straight Up Digital with a wealth of experience in helping businesses maximise their potential online. When away from the office Peter enjoys sailing, camping and adventures

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About Straight Up Digital

Straight Up Digital is a full service digital marketing agency based in Burleigh Heads, Gold Coast, Australia. We specialise in Web Design, SEO (Search Engine Optimization), Social Media, Paid Ads (AdWords & Facebook Ads), Email Campaigns and Video Marketing.

Straight Up by name. Straight Up by nature. We prefer to tell it how it is and we aren’t afraid of the difficult conversations with our clients. Our goal is to become the most transparent and results focused digital marketing company of the third millennium!

We have been helping businesses for over 10 years across a variety of industries including restaurants, real estate, construction, manufacturing, certified trades, professional services, podcasts and events.

Whilst based on the Gold Coast we service clients all over Australia and around the World. If you have any questions about your website, social media or lead generation please get in touch.

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