Over the past several weeks, I’ve received many questions about the approach I’ve been developing to help authentically grow the audience for your business.
In this post, I’m excited about sharing these strategies for audience building. It starts with content that communicates genuine care and builds on this. I call it “content that connects”. Combining content that connects and Facebook ads is a powerful way to grow your business.
A few weeks ago, I did a video titled How to Connect More Effectively with Ideal Clients. It walks you through strategies to help you consciously create content (blog posts, videos, etc) that communicates a genuine care for your ideal clients and prepares the ground for them to hire you.
Once you are able to do this, the next step is using small spend Facebook ads (starting with $1 per day) to have your content seen by a much bigger audience than would otherwise see it.
First of all, I think it’s important to take a patient and compassionate approach. Most Facebook ad campaigns try, in Seth Godin’s words, to “sell to strangers”. It takes lots of skill and often large budgets to make this work. It’s getting harder because so many people try to grow their businesses like this
With the Easeful Marketing system, you take a more relational approach and are more focused on helping people before they hire you. It’s less dependent on complex tactics and works well with small budgets.
Setting up your ad
First, you post your content on your Facebook business page. If you don’t yet have one, it’s free to create one. (Several people have asked – at this point you can’t run Facebook ads from your personal timeline.)
After you post your video or text post, you run a Facebook ad for building your audience. The two main types of campaigns I suggest are either a Video Views (for video) or Engagement (for text post). I suggest starting with a budget of $1 per day per ad.
Selecting your audiences
The most important part of the process is selecting your audience. You are paying Facebook to help your content be seen by 100’s or 1000’s of new people. I like to think of it as hiring a very affordable marketing assistant. It’s important you’re showing your content to people that are likely to appreciate it and feel helped by it.
For instance, if you work with leaders to help them be more effective and use an awareness based approach, you might consider things like leadership development, job titles like business management or executive director and well known teachers that your ideal clients tend to follow.
There are two primary ways to find and test out new audiences. First, you can find and test different audiences via the “detailed targeting” section of the Ads Manager dashboard. The second approach, if you’ve had your business page up for some time, is to let Facebook help you by using a Lookalike Audience. This means that Facebook tracks who’s been interacting with your page and shows your content to more people like that.
How to know if it’s working?
One of the main questions people ask is how to know if this approach is working or not. The people I’ve been studying with suggest that a good range of results is $.03 to .08 for a video view and a good range is in the $.08 to .13 per results for Engagement campaigns (text posts).
With these kind of results over time, an increasing number of new people will start interacting with your “content that connects”. From there, it’s a matter of learning how to cultivate this warm audience into paying clients.
What do you do once they start engaging?
Getting on new people’s radar is a “necessary but not sufficient” step towards getting new paying clients. In other words, your business can’t grow at any decent pace WITHOUT this type of audience building. However, it’s not enough just for good prospects to start to become aware of your business. You need to circle back around and invite them to do business with you.
Don’t worry, this can be just as authentic and relational as everything else you do in your business.
There are the top two ways I suggest doing this circling back around and sparking a conversation that will lead to more paying clients (I’ll go into more detail in future posts):
1) With each content post you put out, I suggest you end with an invitation to sign up for your newsletter. You can say something like, “If you like this video (or post), I invite you to join my newsletter to get all my tips and strategies. You can sign up at ___. ” This grows your list in an organic way and means there’s a growing number of people on your list who understand your work and how you can help them. Your job is getting comfortable to invite them to a conversation to see if your services could help them make desired changes.
2) Circling back around via a “retargeting” or “remarketing” ad. One of the features of Facebook ads is you can show ads just to people who’ve interacted with the content on your page or watched a video. These remarketing ads are similar to your newsletters where you share offers and invite people to explore the fit.
I’ll be sharing more about both strategies in upcoming posts.
In sum, learning how to create content that connects and then leveraging the power of Facebook ads is one of the most effective and affordable ways I know for building the audience for your business. You get to be helpful to people BEFORE they hire you and give them a sense of how you can help them, then invite them to a conversation to see if it’s a fit for them.
Again, I’ll be sharing more about this approach in future posts. If you’d like to learn more about growing your conscious business in an easeful way, I invite you to sign up for my newsletter.