Let's dig right in...
1) Determine your objective:
What are you trying to accomplish? Collect names? Sell products? Book appointments? Drive people to an event?
Get clear about exactly what you want and what would constitute a success in your mind. If you spend $1,500 and generate at least $1,500 in sales, this equals breakeven. Do you continue with those results?
Having a clear vision up front makes the entire process flow and more importantly work so much better!
2) Get clear on your audience:
Who wants to hear your message?
Busy moms who are interested in a healthy family lifestyle?
Burnt out male executives looking to improve their energy levels?
Single women over the age of 40 who want to lose weight and are interested in destination wellness retreats?
The tighter you can be on these parameters, the better you will be able to reach your ideal client.
So think about...
Where do they live?
Do they read books? What kinds?
What groups or organizations do they belong to?
What sports teams do the follow?
What television shows do they watch?
Where do they like to eat?
Do they have kids?
You would be amazed at how far you can drill down and deliver your message to exactly who wants to hear it. Take some time to think this one through.
3) Create an offer they can't refuse:
What are you bringing to the table?
50% off if they purchase within the next 48 hours?
A free initial session?
A bonus product with initial purchase?
Excellent copywriting skills are critical in order to properly convey the message and create a frenzy of activity around the campaign.
Make sure your offer is too good to pass up then use retargeting tactics to reach back out to people who may have clicked onto the landing page but did not take action.
4) Create an ad set featuring high quality graphics and visual appeal:
Generally, high quality pictures of people looking directly into camera work well.
Use a tool like Canva to get a professional photos with the ability to create graphics like a pro!
You will want to create at least three ads along with three separate versions of text. You may want to test three landing pages as well.
Be sure to educate yourself as to the advertising rules of Facebook, Instagram, LinkedIn or whatever platform you are using:
Here's where it can get a little dicy. Rules can change daily, what worked today may not be as effective tomorrow and if you make a mistake it will ensure your ads do not get approved (at best) or your account gets shut down (at worst). Make sure you have the knowledge base to do this step with knowledge and certainly.
Mari Smith has some great tips, tools and pointers or if you want to turn the entire process over and are in health & wellness, we can help you from start to finish at http://www.commonsensehealth.org/
5) Launch, test, tweak retest until it works then scale:
The common fallacy is that you just "run an ad" on these various platforms and if you make money it works and if you don't it doesn't.
Nothing could be further from the truth.
If you are not testing...the audience, message, graphics, placement, offer...you are not doing what you need to ensure the best results.
Here is a recent campaign that we are running for our client, Powell Metabolic, that has...over a 9 day period...generated 263 high quality leads/appointments.
If you are in the Phoenix area and know someone interested in relieving pain while losing weight in the process. These guys really knock it out of the park! But I digress.
Make no mistake that all of the above 5 steps were followed (as well as crafting a number of lead pages that convert...too much to cover in one article, I'll break that out separately in an upcoming post) and that the campaign is being watched daily for signs of fatigue or potential opportunities to expand.
When preparing your own campaign strategies and execution, be sure to sufficiently educate yourself as to the various aspects of the 5 steps, which will help you have the greatest potential for success.
Social media ad campaigns, if thrown together haphazardly, can lead to disappointment, but can be highly effective when well planned and expertly executed. Take the time to educate yourself and perhaps get the help you need to make your campaigns successful ones.
Kim Peterson is a passionate Health & Wellness Advocate and the Founder and CEO of CommonSenseHealth.org. Since 2009, CSH has been helping to establish an online presence while generating leads and sales for Health & Wellness clients worldwide. Prior to CSH, Kim was the Founder of Light Force Therapy, a company that rapidly became a multi-million-dollar leader in the light therapy industry.
Kim has built a network of 120,000 + highly engaged subscribers, fans, and followers which produce consistent sales and expands daily; and speaks on how to build relationships via social media in such a way that will dramatically improve your (and your team’s) overall results while opening doors to opportunities you never knew existed as well as Living Up to Your Fullest Potential, TODAY!
To inquire about booking Kim to speak or lead a training, please click here and offer a few details in the message area. Kim will get back with you personally to discuss.
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