6 Essential Building Blocks To A Facebook Campaign That Converts
Whenever we create a Facebook ad campaign for financial advisors, there are certain ingredients that we build into every single event campaign. It’s all interconnected, it flows together. All good things.
Everything from the very first image to the last email the audience receives has a specific goal and job to do. Our methods are based on proven ad writing copy and techniques used by top ad agencies and digital marketing thought leaders, like Ryan Deiss of Digital Marketer. The goal of advertising is to get people to ACT and to place their money into whatever product, strategy, or program you are selling.
The following building blocks are the basis for any Facebook ad campaign whether you are a financial advisor, attorney, or have a business in any other industry for that matter.
Our ad image experts specialize in developing high converting ad designs and do over 200 ad designs a month that are proven to catch attention while scrolling through their newsfeed and makes them stop looking at minion memes and pictures of their grandchildren and notice your ads.
We use colors and font combinations that grab your attention immediately. The ads are designed to be very visually appealing, have very specific sizing, and font requirements that ensure we aren’t overloading them with too much text. Straight to the point.
This market is very competitive and so there are some nuances that make the difference in getting your ads shown. The way your ad image, copy, and destination page work together is very important because a “relevancy score” is given that shows how relevant your content is to your audience based on how they interact with your campaign.
Extra!Extra! Read the Headline!
Headlines are the gateway to getting people to read the rest of your copy. We test various ad versions through “A/B Testing” when we run each campaign to determine what combo of copy and image resonates best with your audience.
Shorter headlines are easier to read and get straight to the point. We want things to be as easy as possible for people to understand what we are offering in their area. The easier it is to understand what they should be interested in, the easier it is to persuade them to register.
Ad Copy: Good Words
We are good at what we do but what really makes the campaign successful is our ad copy. Without good ad copy, no one will care about your ad and no one will click on it. The first time a potential prospect uses your “product,” which in our case is a workshop, is by imagining their experience in their mind.
We are writing copy that is used to answer the question that everyone is thinking…“what’s in it for me?” If your prospect cannot imagine using your product before they buy it, or attend your event, then they’re going to click out of the page.
We do this by writing questions that make them think and answer. Asking questions of your audience creates a desire for an answer to those questions. This creates an open loop that makes the brain grab on tight. It acts like a “pop quiz” and keeps the audience glued.
For example, the question “can you afford to lose half of your 401K or IRA to taxes?” That’s a powerful question. It makes people envision losing HALF of their retirement savings. They automatically answered that question in their head, “No!” This isn’t meant to scare people, it’s a very real possibility unless you go about planning the right way.
Can you read it?
One of the things that we always take into account with our ads, headlines, and landing pages, is readability. Throwing out lots of $10 financial buzz words that sound good and impressive might seem like a good idea to you, but they make the copy LESS readable and has the opposite effect. (hint: they don’t register)
Balancing copy that incorporates financial terms crucial to planning for retirement, with easy and short syllable words, will help tune the audience in with the message. It’s easier for them to read. People do business with people that make things easier for them. This includes the ads they see.
Be The Expert
I recently wrote a blog post that touched on the importance of creating authority. Some digital marketing companies don’t promote you as the keynote speaker or the expert in your area. How do you expect to grow your company and your authority as the go-to advisor in your community if people don’t know your expertise? The answer is you can’t and won’t.
People follow credible, knowledgeable subject experts. It’s basic human psychology. To establish authority quickly, you need to establish yourself as an expert.
In the book Influence by Robert Cialdini, he discusses how studies show that physiotherapists are able to persuade more of their patients to comply with programs if they display their diplomas on the wall.
Talking about various licenses you hold, media appearances you’ve made, the weekly radio show you broadcast, helps to instill trust and make people ACT. The credibility aspects of campaigns are crucial, and we essentially are showing your “diploma” on the wall.
Just Do It: Call-To-Actions
Call-to-actions are by far one of the most important parts of the campaign. If you don’t have a call-to-action or drive the audience to ACT (remember, this is the entire goal of advertising) then it doesn’t matter how good your copy is.
We make it very easy for people to register for your events by using buttons to RSVP. There is no confusion on what they are registering for, and how to get registered once they are on the landing page.
In 1925, E.K. Strong created the simple acronym, A-I-D-A, in the “Theories of Selling” in the Journal of Applied Psychology for the four stages of the sales process. It’s a very basic acronym, but is crucial to running successful advertising. We move people through this process that has been the basis for successful Fortune 500 company campaigns and small businesses for almost 100 years.
The first letter, “A,” stands for Attention. If you can’t get people’s attention, then no amount of money you spend on advertising will work. The ad images do this for us.
“I” stands for Interest. Once you have their attention, then you have to create interest. Good headlines and copywriting methods grab the attention of our audience, makes them read the ad, and ultimately click through to the landing page where they learn more about the event.
“D” is for Desire. Once we have gotten their interest with some of the benefits of attending the class, we lead them through the landing page on how it will solve their problems or how they could be detrimentally affected by NOT attending your workshop. This creates that burning desire to hit “RSVP” and attend. We leave them thirsting for more, and wanting to know how to gain the retirement they deserve.
Finally, “A” stands for Action. This is where they take the act of signing up to attend your event. Everything we’ve done up to this point has been to get them to take action, and the call-to-action button prompts this response.
All of these pieces come together across each campaign and are key in converting people from just scrolling through Facebook, to actively engaging and turning them into a potential client.