Today’s topic is all about Facebook Ads for a new business. And the business that we’ve been focusing on together for the last couple of weeks is a hypothetical child care center. This is a continuation in this multi-part series of how do you market a business from scratch?
What are the step-by-step tactics, strategies to go from having no business to having a business that opens with revenue from day one, and in all reality revenue pre-day one. When I’m analyzing what are the best platforms and what are the best ways to start to drive your targeted eyeballs quickly.
In particular, targeted eyeballs of the ideal persona, so I keep referring back to that document we did, which feels like forever ago. It’s that document of who are the ideal personas that you’re looking to attract. Facebook is the big behemoth, is the perfect platform to grab attention. It’s a perfect platform to put your message out there which we’re going to talk about or to generate leads to sell them things, it’s just such a diverse platform. They continue every single day, it seems like they just continue to roll out more and more features which make it just more sticky.
If you look at Facebook and their business model is driven by ads, the way that they’re able to continue to charge more for ads, it’s supply and demand. As more and more people are using the platform, there are more eyeballs for marketers. So it is such a great platform to use to get traction for a new business.
Let’s go through the step by step to go from having nothing to being live on Facebook.
The first thing that I want you to consider and think about first is with a new business, the whole play is all around branding. You need to make sure that you’re focusing a lot during the first month or two when you roll these ads out in the Facebook platform, to be focusing again on getting your name and message out there.
If you re-listen to the strategy video that I did around the three-by-three strategy, which was not designed by me, it was designed by Dennis Yu, a Facebook marketing expert. I’m a huge proponent of that particular strategy because what you’re doing is you’re leveraging nine really short videos. And again, these videos can be done with your iPhone or your Android. This is not you’re having to go into a professional studio, and kind of do all of this craziness. That’s not what we’re looking for here, not at all. It’s meant to just start to kind of get the message out there.
The really quick recap of that strategy is the first three videos are awareness-driven videos. Those are the why videos—why did you decide to start this child care center? Why—all of those awareness pieces they’re kind of meant to pull at the heartstrings.
The second three videos are about engagement and that is how—you’re aiming to just get people to start to engage with your videos.
Then the third set of videos is around conversion—what. What is that action that you want them to take?
However, for the first month or two, I need you to be focused more on the why videos I need you to be running Facebook video ads, in particular. It is an amazing way to generate really low-cost eyeballs, we’re talking pennies per view. The beautiful thing with Facebook and I’ve used Rochester, New York, as an example—childcare centers tend to attract a pretty tight area of where people live and/or work. So, you can run those awareness videos, the “why” videos, to all the families and Facebook allows you to add different levels of targeting—that’s when this persona document comes in handy.
I’m trying to not overcomplicate it, but I’ll give you some more advanced stuff in just a minute.
You could be running these videos to parents, moms, or dads that live and/or work within 10 miles of where your center is opening. Literally, you could be running these videos for $10 a day, for example, really inexpensive stuff and be grabbing all those eyeballs. You could be seeing how many views you’re getting hundreds and then it’s going to turn into thousands and even potentially 10s of thousands. If you execute those videos well, that will start to drive the interest in the how and the what sets of videos pretty rapidly.
What you’re doing with Facebook, and this is a little advanced. This typically is not something that as an owner of a center, for example, that you would want to try and execute yourself. Even for people that are listening, I’m trying to give you enough of the meat where you could execute it yourself. I mean, historically, you want to be leveraging an agency that knows what they’re doing. But will you be dealing with those videos as people are watching the videos? One of the neat things with Facebook is that you then can run ads to people that are watching x percentage of your video.
So, if they’re watching 50% or 70%, you could be putting them in a different bucket. As they watch part of that video, they then can move into the next piece. They’re going to start to see the next video and the next, and you’re kind of taking them through a little bit of a virtual sales funnel based on how they’re interacting with your videos.
What you wouldn’t want to do is if somebody only watched the first three seconds of one of your videos, you wouldn’t then want to show them one of the “what” videos and try to get them to take some kind of an action because they still don’t know, like, and trust you. Just because they watched a few seconds, that really doesn’t mean anything.
You need to keep pushing the why videos and if they do end up engaging at some point, then they can kind of continue to go through your funnel accordingly.
So, for the first month or so I want you to be focusing on these three by three video strategy with Facebook.
What I would then pivot to is after you start to have a little bit more of a robust sales process So if I were opening up a childcare center, for example, I want to start running, I mean branding videos and things like that. I mean, six months, I mean four to six months in advance. So you’re getting your name out there, you’re telling your story, you’re getting people to engage, you’re giving fun tips on activities that parents can do at home, you’re just giving out valuable content to really start to build your digital tribe.
You can also start to mix in our Facebook lead ads. That is something that basically is you’re running an ad and you could say something along the lines of ABC Childcare Center is opening on XYZ date. We’re now taking the first portion of founding families and then you want to be giving some kind of really special offer and you would simply say, fill in your information and we will contact you.
Now the thing you have to keep in mind with Facebook lead forms is that you want to add a couple of extra guess criteria fields to ensure that the people that are filling out your ads are actually qualified. One of the upsides to the Facebook lead ads is that you can definitely get some good quantity because it integrates with Facebook and people can literally just click one little button.
The downside is, if you don’t add qualifying questions, you could just have some people that are blindly clicking on the ad. Now hopefully you’re doing a good job from a targeting perspective. You’re ruling out people that shouldn’t be seeing the ad, but there’s always going to be some people that see the ad that they’re not apparent or they have their settings on Facebook wrong or whatever it may be. Not everyone is going to be a slam dunk that you’re showing your ads to. But, if you start to execute the three by three video strategy, you focus on the “why” videos and you start to ease into things.
What you’ll find is that when you start to deploy the conversion videos and some of these Facebook leads forms are that your conversion rates are going to be higher, they’re going to be higher because you started to build some trust online already by giving out some valuable content by telling your story, versus just instantly running videos that simply say, I mean, come and enroll at our center.
Now, as you start to kind of get a flavor for Facebook ads, you can start to really segment out your audiences. If you look back at that persona document that you put together, in a perfect world, you’d be running three, four, or five different audiences at the same time and running a very specific ad to that audience. You could be running an ad to single mothers, single fathers, or grandparents. Now, if you think about that, if grandparents are in your target persona, which sometimes is the case, grandparents may pay for child care or they might see it and then tell their kids about it.
Would you think that they would resonate more with an ad that says “Attention parents! We are now enrolling and become a founding family”, or an ad that says “attention grandparents, you know, you want the best child care for your grandchildren”. Click to learn more. Obviously, that second ad is going to resonate a lot more, the conversion is going to be higher.
You want to start off a little bit more broad and kind of get a flavor of Facebook. Start to run those videos and start to track things. As you continue to get more and more dialed in, obviously, you want to continue to be more advanced with your targeting. You want to start trying out landing pages—someone sees an ad, they go to a landing page, all of that stuff as you go through the process.
Now, I’ll end with this piece—the most important piece of this entire equation is not what I just taught you. The most important piece is your follow up and we’re going to talk about that in a future episode in the very near future.
However, if you are a follow-up game that is less than optimal, you might as well just throw your money out the window. While these are leads, and they’re warm, they’re not just going to magically start handing over your money, their money.
You’ve got to call them, email, you’ve got to text them, call them again, and text them again. People are very, very busy—they don’t just click on a form for the sake of clicking on a form. They’re filling it out because they’re interested. You’re gonna have to warm them up a little bit. So keep that in mind.
I hope you enjoyed this episode on leveraging Facebook ads. So it’s kind of Facebook ads 101 and getting the needle. Moving tune back in here tomorrow for some more topics on ad buying for a new business.
Get out there, make a change, and take some action.