3 things you need in place before running your next Facebook ads campaign

I have Facebook ads on the mind at the moment. There's a couple of reasons for that...

...I'm creating a Facebook ads strategy for my sister's e-commerce brand. (I love collaborating with her!)

...I'm refreshing my Advertising on Facebook course on LinkedIn. This course is hands down one of my most popular courses with over 50,000 students having gone through it.

...And, I've opened up 5 spots for 1:1 Facebook ads coaching. If you're interested, fill out this form to apply: https://forms.gle/3hEqospJB3p9skB68

Okay, let's get into the good stuff.

Before we dive in, you need to know the difference between a cold audience and a warm audience.

You've likely heard of cold calling, cold emailing and cold DMs (happens A LOT on LinkedIn).

🥶 Cold audience: they have never heard of you. Don't know you exist. Skeptical about you and what you have to sell. (Have I mentioned that they literally have no clue you exist? LOL)

🥵 Warm audience: is somewhat familiar with you. They might have signed up for your newsletter, saw an ad you ran or even follow you on Instagram. They are a bit more comfortable buying from you.

You can see how very, very different each audience is from the other.

You'll waste your money running ads targeting cold audiences if you don't have three things in place (don't worry, I'm getting to that!)

The psychology of the cold audience.

It's kind of like when you go to a coffee shop for the first time.

You're a bit nervous. You don't know how good the coffee is, where the line starts, and the barista has no clue who you are.

Visit the same coffee shop a couple of times that week, and you're much more comfortable. You know the lattes are good, where the line starts, the barista even knows your name, and you even bring a friend next time.

The importance of targeting a cold audience.

The cold audience is the lifeblood of your business. It means you are attracting new customers and growing your business.

You're getting new people in the door of your "coffee shop", and they quickly become regulars.

Without new customers, your business stagnates and no growth occurs.

Majority of Facebook advertising efforts are targeting a cold audience. This is also considered prospecting, and targeting the "top of the funnel" (or TOFU).

If this is not done strategically you can waste a lot of time and money targeting cold audiences that never convert. And then they'll never know your coffee shop exists, sad 😥

How to properly target a cold audience.

How do you successfully convert cold audience peeps into paying customers?

There are 3 things you NEED to have in place...

1. Landing Page

Number one is a landing page. Also known as a sales page, this is a dedicated webpage whose sole purpose is to sell your product. This is where you send all your advertising traffic with the goal of having a conversion (aka sale) take place.

Let me reiterate, your landing page has only ONE goal - to sell your product.

Here's my course landing page as an example.

• It features one product - my 7 Days to a Paying Client course.
• It has an image of the product (in this case a mock-up).
• It highlight the value/what the person is getting.
• Features FAQs
• And has a check-out option.

I built this landing page on Samcart (highly recommend) but there are many options. You can also use Unbounce, your website provider (like Shopify) and your email marketing provider (like ConvertKit).

Your landing page has one goal, and one goal only: to sell your product. Make it clear, concise and compelling. There are a lot of great resources on YouTube to help you with this.

2. No brainer pricing

Next is "no brainer" pricing. When you're targeting a cold audience you have to keep in mind that they have no clue who you are, your credentials, or experience.

You need to craft a "no brainer" offer to overcome their objection of buying from you.

The idea of the "no brainer" concept is from an incredibly knowledgeable business coach, Maria Wendt.

The goal is to price your product in such a way so that people who don’t know you are willing to take the risk of buying it from you.

3. Mind blowing value

And then we have mind blowing value. Now, the goal isn't to swindle people into buying your product. It's to create a product/offering so good, so helpful, so full of value at a price so inexpensive, to NOT buy it would be a mistake.

That means immense value for a super low price. Aim for under $50, and if you're new, go for a lower price like $10 to create some momentum.

Many people don't like this strategy.

"I don't want to undervalue myself!"

"But I've spent so much time creating this!"

"This content is just too valuable to give away at that price!"

You need to think long-term with your pricing.

Here's the thing, when someone purchases a product from you a couple of things happen:

• You make sales immediately (yay for money to run your biz!)
• You are acquiring a new customer (aka growing your business)
• This customer become a raving fan and you provide them with continuous value with other courses and offerings.

The crazy value you add doesn't have to be time consuming. It can be worksheets, templates, ChatGPT prompts, scripts, anything!

Let's recap...these are the 3 things you need to have in place before running your next Facebook ads campaign:

1. Landing page
2. No brainer pricing (aim for under $50)
3. Over the top value (think worksheets, scripts, templates)

Then when you set-up your ad, target a cold audience. Remember, these are people who do NOT follow your page (make sure you have this option de-selected in your targeting section), have never seen your ads, and have never visited your website.

Implement those three things and you'll see an influx of sales and new customers! Yay!

Need some help? Apply to work 1:1 with me here. Spots are limited and we start October (just in time to get everything up and running for the Holidays!)

Questions? Need some help? Hit reply, I'm here to help 🫶

~ Megan