Running ads to your target audience will be a fruitless endeavor if you do not craft an appropriate offer; something that is relevant, enticing and irresistible. Ultimately, understanding how to create a successful Facebook ad starts with your audience and a specific offer for them.
Luckily, there are a variety of strategies for creating and promoting enticing offers, all of which are proven to enhance your ad’s performance.
This article will cover some of the most common and effective strategies to help you craft your offer and to create an effective Facebook ad campaign.
To begin, let’s answer some critical questions about your customer and how it relates to your offer.
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First Step – 3 Crucial Questions
Before you craft any successful offer, you must first and foremost think critically about who your target customer is.
It’s important to also note that your ad campaigns should not be general. You’ll want to create a variety of campaigns, potentially with their own unique offer. You’ll want to make customized messaging and followup ads that are specific to the stage that your prospects are on within the buying cycle.
Advertising 101 Guideline: If you try to sell to everyone, you’ll sell to no one.
Let’s dive deeper and answer some helpful questions to understand your audience and the type of offer that would resonate with them:
- What is a specific and current pain or issue that a subset of your target audience is having?
- For example, you’re a chiropractor and some of your customers have lower back pain caused by sports.
- Why are they buying or would they buy your product/offer?
- Be specific: For example, you provide lower back pain relief for athletes in just one session or in less than 30 minutes.
- How are you solving that pain/issue?
- For example, you solve their problem because of your extensive experience or perhaps you have some new, novel technique.
If you can answer these questions confidently, then you’ll already be out-competing businesses that just run generalized Facebook ads that simply have the same messaging for all of their customers.
So be aware that running the same recycled ads and offers to all of your customers, as if they were the same person with the same intentions for purchasing, will be most likely result in an unsuccessful ad.
Your prospects and customers are not the same person and they buy into your offer(s) for a variety of different reasons and motivations!
- Craft your offers so that they are specific and focused on resonating and connecting with your prospects in customized ways.
Recommended Read: How to Find & Target Your Cusomter in Facebook
Customer Segmenting: One Step Further
Clearly identifying your customer subsets, the different pains they experience and the different reasons that they will purchase your offer is necessary. However, further segmenting your audience can be another effective tool for creating hyper-targeted audiences, competitively boosting your Facebook ads’ performance.
So, how can we further segment our already segmented audience? Keep reading for some quick tips and ideas!
Imagine you’re a runner and sport enthusiast that’s interested in new tech-savvy products. Now pretend you see an advertisement for a new smart watch that offers an enticing new metric for tracking your training performance and health.
But imagine further that this advertisement was somehow linked to another interest of yours, say for example your favorite sports team or separate hobby.
This would inherently resonate on a deeper level with this customer. Recognizing this psychological component of association in the buying process is a useful strategy.
This is the power of segmenting. It’s a hyper-specific strategy that uses outside interests and data and ties it into some other, seemingly unrelated, offer.
Types Of Offers
Good offers are specific, provide an actionable way to solve some problem and can be quickly “consumed” by your audience. Follow this format and your offer will be good. But there are still a variety of offers depending on your objectives, industry, business and budget.
Every offer and Facebook ad that you run will deliver a digital package, which will follow a sales funnel format (this is the sales journey that your traffic will take throughout the buying and offer process).
Some sales funnels will be longer and require multiple follow-ups, sales pitching and guidance (i.e., expensive products and services, such as coaching).
However, some journeys will be quick and straightforward, such as offering something of high perceived value (that is of low cost to you) in exchange for a customer email.
This type of offer is a lead magnet and will be the first offer model covered in this article.
Lead magnets are exactly how they sound, they’re enticing/irresistible free value offers meant to attract new leads. Commonly, there will be an email opt-in for the prospect or customers to claim/receive the offer.
These types of offers are extremely useful and should always play a role within your digital marketing portfolio. And creating a simple lead magnet is easier than ever. Let’s look at a few examples below.
Common lead magnet can include:
- A free PDF download, checklist or cheatsheet
- A free tutorial, eBook or guide
- A free report or audit
- Event tickets
- A free sample (chapter in a book, audio clip, etc.)
- A useful quiz or survey (check out Outgrow if you’d like to implement these!)
- A giveaway
- Exclusive access to some membership area or Facebook group
- A free trial or coupon
- A free consultation
There are many types of lead magnets and choosing one will depend on your industry, business and ultimate objective. But a huge benefit of having a good lead magnet is it starts the customer relationship in a low-friction, value-giving way.
It should be something that is quick to implement/digest and actionable for the customer – but something that doesn’t give away everything related to your core offer. It’s like a teaser, a high-value introduction of your business or brand to build trust and start a relationship.
It should be something that solves a real problem, something that offers a quick win for your prospect.
It’s also important to remember the power of being specific. You’ll want to customize your offer and messaging to get higher returns.
You can further amplify your campaigns by adding timelines, numbers or data into your promise. For example, “Grab Your Copy of the Facebook Ads Blueprint That Gets Me 30 New Leads for (Dentist Offices) Every 7 Days!”.
Either way, lead magnets are highly valuable for the customer. So it’s an offer type that you should always be brainstorming.
The Free + Shipping Model
The free + shipping model is a fantastic strategy. It was popularized by Russell Brunson (founder and CEO of ClickFunnels) and has proven to be an extremely effective way to capture new leads and to quickly convert cold traffic into paying customers.
Essentially, you – as the business owner – will offer something to your potential customers completely for free (something cheap and small in value for you) and the customer only has to cover the shipping.
The secret is twofold.
- First, it’s important to set the shipping cost to at least break-even so you can cover the costs of the actually product shipping
- Next, you can implement one time offers and one-click up-sells on the back end of the checkout process.
This is the true power and value of the free + shipping system. It’s really a numbers game here, because a certain percentage of people will take you up on the extra offers, which can dramatically increase your average cart value.
You can also add multiple up-sells (2-3 order bumps).
Although, keep in mind, that with each additional up-sell, the percentage of people that convert will drop. Still, it’s all increasing your cart value and making this type of campaign a highly profitable one.
It should be noted also that one of the greatest benefits is that although the customer feels they are getting something for free, they’re actually making a micro-commitment with your business.
- This means they are gong to be way more likely to purchase from you and to trust you in the future.
It’s extremely difficult (and rarely a profitable campaign) to try selling a core offer directly to a cold audience. This is the true utility of lead magnets and free offers. They’re fantastic strategies to quickly build trust and authority while fostering a longer-lasting customer relationship.
But what if your core offer is something very expensive ($1,000+)? In this scenario, it could be useful to implement a webinar funnel.
Webinars are extremely popular these days. There’s actually a good chance that you’ve probably seen one. The reason being is they can be an extremely profitable solution for selling higher-ticket items.
Statistically, they will convert at a much lower rate (naturally, expensive things sell less). However, they’re fantastic at building a relationship while establishing authority and rapport.
These types of offers are great for selling digital products, educational items or services and coaching packages. Again, using a webinar effectively requires that the core offer is something expensive (usually over $500-1,000).
Here’s the basic format:
- You’ll start with an ad
- There are other ways to generate traffic, for example through your website and SEO
- This ad will lead to a webinar registration page
- After registration, prospect will proceed to the webinar training
- This may be immediate or at a scheduled time and date
- After this, the sales process and followup sequences will begin
- Re-targeting ads
- Email followups
- Phone calls
If you’re selling something around $3,000 or more, then hopping on the phone to close the deal is most likely a requirement at this point.
OK, so that about wraps it up on some of the different types of offer strategies. Although there are other types (such as product launch funnels), this provides a great starting point for any business to start implementing and creating effective Facebook ads.
Give Value & Quick, Actionable Solutions
For any Facebook ad or digital marketing efforts, it is essential that you focus on what value you’re adding to your customer or prospect.
People desire quick, actionable solutions to their problems. So if you can provide them with this (via an effective lead magnet or offer), then creating the customer relationship will be a natural and rewarding process.
So before you launch any new Facebook ad or marketing campaign offer, always ask yourself: “What value am I providing and is this something that can quickly solve a problem for my prospects?”
Remember Who & What
Your audience buys your products/services for a variety of different reasons, so you must map out and identify specific messaging and offers that individually appeal to each of those customer segments.
This is how we create a Facebook ad campaign that’s effective and high converting.
If you know your audience and you provide customized messaging, offers and communication with them, then you can achieve fantastic success using Facebook ads and social media marketing.
Leave a comment below about any other types of offers you’ve had success with!