It’s no secret that Facebook is, by far, the most popular social media platform in the world, which also means it’s your single largest opportunity to connect with hot prospects in your target market.
But, there’s a catch.
And here’s where most people go wrong…
They expect what worked yesterday to work again today.
Unfortunately, that’s just not how things go in today’s quickly evolving environment where Facebook’s rules and regulations are CONSTANTLY changing.
You’ve got to be diligent to stay ahead of the curve.
So, on that note, let’s talk about the best practices for driving Facebook traffic in 2017 (and beyond).
There are seven main things that you need to know, starting with…
Let’s face it: competition on Facebook is more fierce than ever.
Everyone’s News Feeds are filled to the brim with ads and offers.
That means in order to get attention and clicks, you MUST stand out from the crowd.
This is especially important as the ever-increasing competition is constantly driving up the prices to advertise, so you’ve got to make every penny count.
So what’s the best way to stand out?
Well, it all comes down to laser-targeting your audience and speaking directly to their REAL, deep-seated pains and frustrations (and not the surface-level features and benefits most advertisers focus on).
More on this in Rule #6.
If you want to produce a source of income as a “solopreneur,” then you need to build an actual business.
What do I mean by that?
Well, first of all, you can’t just drive COLD traffic to an “opt-in or leave” capture page anymore.
“Hypey,” gimmicky stuff isn’t allowed on Facebook these days, and you must be completely transparent about your business model.
So if I ask you what kind of business you have, and you say, “I just want to make money online,” then you’re in serious trouble.
That kind of mindset will get you banned from Facebook!
People in this “get rich quick” category usually only have two or three status updates on their Page and are primarily running ads.
Thus, instead building a legitimate business asset on Facebook, it looks like they’ve just created a disposable, “burner” Page.
Facebook doesn’t like to see that.
They want to see real engagement and links to a full-fledged site.
They want to see people who are investing in their businesses, not just another “me too” affiliate slapping up the same capture page twenty other people are using.
Using generic pages and ad copy (that dozens of other people are using) is a big factor in low relevance scores.
When people are seeing the same ads and offers over and over again, they get sick of it and understandably start thinking, “I don’t want to see this anymore.”
Then all they have to do is click the “Hide post” button and your ad relevance score will go way down and your cost per click will go way up.
So getting clear on what type of REAL business you want to build, long-term, is one of your first steps.
You need to become “brandable.”
As I mentioned before, gone are the days of tossing up a generic capture page with nothing more than a catchy headline, hoping somebody is going to opt-in so you can blast them with sales message after sales message.
Facebook looks at that as a form of trickery.
You want your face to become well known.
That way, when you advertise, people will recognize you as a leader, and they will recognize you as somebody that’s not just another marketer hiding behind a screen, trying to sell them something they probably don’t need.
Look at successful entrepreneurs that are running Facebook ads, like Ray Higdon, Eric Worre, Pat Flynn, Lewis Howes, and Frank Kern; they’ve all created their own personal brand.
When their ads show up in your News Feed, you know exactly who they are, right?
You are not saying to yourself, “I wonder who this is? I don’t know, is this just another random marketer?”
The people having the most success on Facebook are the ones who focus on building relationships with their audience.
And they’re not just randomly making unrealistic promises like, “Do you want to make six figures using this weird, ‘little-known’ trick?”
That doesn’t have longevity or integrity.
Those successful people I mentioned always get high relevance scores because you already know who they are.
Which isn’t an accident.
They take the time to build their presence so they’re not just someone that you’re being exposed to for the first time wondering…
“Is this guy really a guru? Does he really know how to make money or is he just trying to sell me something?”
You have to provide VALUE to your audience to build up a relationship with them.
And the best way to do that right now is through Facebook Live, and it’s something you can easily do every day.
At Elite Marketing Pro, we’ve been doing this for awhile, so now our cheapest cost per lead is actually from our video audiences.
You may not get that response right away, but as you build up value with live broadcasts, your audience is MUCH more likely to opt-in and you’ll get higher relevance scores on your ads.
If you are just starting out…
My best advice is to get comfortable being uncomfortable.
And that means embracing the fact that you are going to kinda suck at first.
Yeah, it’s true—we all do.
But, here’s the most important thing: when your audience first starts to see your ads, they will already know who you are because of your Facebook Lives.
You are not just some person they haven’t heard of before.
They can put a face to your name and see you as a trustworthy person.
You’re in this for the long haul, right?
So commit to doing Facebook Lives, even if you are terrible at them right now.
Trust me, you’ll get better!
If you have any desire to build a business on Facebook, then you need to know that TRUST has to be earned up front, before you can try to start to monetize your audience.
You need to become data driven when it comes to Facebook ads.
I see this all the time…
Somebody claims they’ve spent $200 on Facebook ads and got no results, so they claim that Facebook ads don’t work.
And when I take a look, I see they’ve run seven different ads.
They’ve spent $10 here, $20 there.
They’ve got some leads here, maybe they got a sale.
But they spent two hundred and they didn’t even get close to covering their ad spend.
So I tell them, “You haven’t spent enough on your ads to be able to get enough data.”
They respond, “What would I want from the data? I just want profitable ads.”
This is the wrong mindset.
With Facebook advertising, you must become data driven now.
Back in the old days you could buy some cheap clicks and usually the affiliate commissions you would get in return were large enough you could pretty much count on making some money.
Now, however, you have to find out which of your ads are working before you can run a successful campaign.
You may go through $20, $30, $40, or $50 before you see ANY profit or any money made on those ads, period.
This can cause decisions to be made emotionally.
And that’s one of the WORST things you can do when it comes to online advertising.
Decisions on your ads need to be made on data; they need to be made scientifically.
In fact, you should not be making decisions on whether to start or stop your ads.
You should let the data do that for you.
Going forward, you cannot afford to get emotional about your ads; you need to be tracking your data.
What To Track
At the very least, you need to be tracking:
- Cost per click
- Cost per lead
- Sales and overall profitability (once you start getting sales)
As you get a little further along, you want to ask:
- How can I lower my cost per click?
- How can I lower my cost per lead?
Then test and tweak; test and tweak.
Always with the data, not with your emotions.
You cannot just run an ad for $20, not get a sale, and say, “This didn’t work, I give up.”
It’s not going to work like, you’ve got to let your data make your decisions now.
Know your audience; they’ll help you write better ads.
I see so many people advertising blog posts to the MLM audiences.
And it’s clear from their ads that they are not talking to the real PAIN points of network marketers.
And when I ask them what kind of problems are network marketers having, and what kind of solutions are they looking for, they have absolutely no clue!
A lot of them have never actually done network marketing before!
And, honestly, that’s perfectly fine.
But in order to appeal to that audience, and get them to click or share, you need to speak to the specific pain points this particular audience feels and struggles with.
You can’t just put out an ad that says…
“Click here to grow your network marketing business.”
That’s not going to work—it’s far too generic.
There are too many people vying for your prospect’s attention.
You need to study your audience before you advertise to them.
If, for example, you are running blog post ads to network marketers, I would spend some time going through a couple of network marketing books on Amazon, finding out what problems network marketers really struggle with.
Another tip: go through the Better Networker forum and see what people are complaining about.
Find out what their pain points are and really get to know that audience before you start crafting your ads.
Once you understand their pain points, it will make your ads significantly more effective.
It’s worth noting that we practice what we preach here at Elite Marketing Pro.
We do Facebook Lives every single day.
Through this practice, our audience is consistently seeing us in their News Feed and are experiencing that we deliver value.
That’s how you build relationships.
And, to reiterate…
When you make an offer to a warm audience, they are going to respond more than an audience that doesn’t know you or what you’re about.
So it’s essential to put yourself out there and start building relationships right away!
Ready to get started?
As you’ve learned, it can take a fair bit of trail and error to analyze your data, optimize your ads, and create a winning campaign.
However, I do know a shortcut…
Which has helped dozens of marketers quickly create profitable campaigns (often within just a few days).
And that’s taking us up on an over-the-shoulder tour of…
Our most highest-converting audiences, ads, landing pages, and offers
Here at Elite Marketing Pro, we’ve put together a point-for-point tutorial revealing our exact advertising process in a 100% FREE traffic workshop…
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Until next time,
Elite Marketing Pro