If you’re in business at all, you will get some value from today’s blog post, but this will be especially focused on wedding photographers or any wedding professionals, so if you’re in the wedding business… This is for you.
You know you can longer ignore social media, especially Facebook. Now, if you’re trying to grow a following on Facebook, you’ve probably noticed that organic reach is down.
There’s nothing you can do about it, it will only get worse.
Ideally you’d be able to reach all the people that liked your page, but there’s so much content being published on Facebook, that there’s no way they can put everything on every single feed.
So, how do you overcome the fact that you can no longer reach as many people organically? You pay for reach.
Just “boosting your post” won’t be enough. You need a strategy… and that’s exactly what I’ll share with you today.
There are 4 main parts to a Facebook advertising campaign (or any other online advertising campaign for that matter). You need to think about your landing pages, your targeting, what your ad will be designed, and how to track conversions properly.
1. Landing Pages
Getting people to a page that is designed to convert traffic into leads and sales is very important.
The landing page is simply the page on your site where you’re sending traffic to. That is it, but you need to make sure that you’re sending people to a landing page that is designed to convert.
Now, a conversion can be anything. We say that a conversion occurs whenever a user does what we wanted that user to do.
Conversions are usually leads and sales.
That’s what will help your business grow, so those are the two conversions that should matter to you the most.
Let’s say that you’re getting only 100 targeted visitors to your landing page every month. If you’re landing page converts 5% of those visitors into leads, you’re getting 5 new leads per month.
At that point it will depend how many of those are actually buyers. It depends on your offer and on your ability to sell to those prospects.
Your landing page should have 2 main purposes…
- Getting conversions
- Pre-qualifying those conversions
#1 is pretty straight forward, but what do I mean by “pre-qualifying conversions”?
If you want a great percentage of your online generated leads to convert to buyers, you need pre-qualify them. This means that the offer on your landing page should be directly related to the product that you’re selling.
This will make a lot more sense in a little bit.
Now, where do you send traffic to? What should your landing page look like?
There are 3 main types of landing pages that you can use. They all have different purposes. So you should test a lot to see which of them convert the best for you.
A content page is essentially a blog post. The key here is creating a piece of content that is somehow related to what your targeted conversion is.
So if you’re a wedding photographer and the goal of your campaign is to get people to book a free consultation with you, your blog post should not only be about wedding photography but also with some buyer intend.
3 Things to Consider When Looking for a Wedding Photographer is a great example of what I just described.
You’re going to be providing value to people looking for a wedding photographer, and at the same time offer your readers the opportunity to book a meeting with you.
This is called native advertising.
The call to action on your blog post can either be a featured section on your page (just like the image below), or if you want it to be even more “native” you can simply have links at the end of the paragraphs or sentences to the consultation booking page.
You have to test and see what works best for you.
If your landing page is a blog post, you should get more people to like and share it, and potentially get more free exposure.
Lead Capture Page
A lead capture page is a somehow different from the first type of landing page that we looked at.
For this example, you’re a building an email list of potential buyers that you can market to.
Email marketing is a whole new topic that I’ll discuss more about in the future, but here’s how it works in a nutshell:
- You send traffic to a lead capture page
- Visitors give you their contact information (name, email, phone, etc.)
- You give them something of value (for free) in exchange for that information (video series, e-book, newsletter subscription)
- You build a relationship with them by sending them free valuable content to their email (blog posts, videos, interviews, e-books, monthly newsletter)
- Occasionally, you send them a “pitch email” where you’re trying to sell them something (wedding photography or catering services).
What you’re essentially doing with an email marketing campaign is warming up these leads that you’re generating from Facebook (or any other traffic source).
Here’s what a lead capture page could look like:
In this example, we’re giving away a free e-book or free guide in exchange for their contact information.
Here I’m using the same title, but you could use something like:
The Ultimate Guide for Hiring a Wedding Photographer – 7 Things to Consider When Looking for a Photographer for your Wedding
I think you get the idea. Think about something catchy, and provide a lot of free value upfront.
These are people that are signing up for your email list, you own this list, you can do whatever you want with it!
Now, let’s talk a little bit about the landing page.
You should have the title and sub-title on the top of the page, in big bold letters, to make sure that your visitors now exactly what they’re looking at in a couple of seconds.
I usually divide the landing page into two columns. I write a short and engaging description of what they’re getting with this free e-book on one column, and on the other one an image of the offer and the signup form.
Below, you can also include a “as seen on”. The logos on that example page are irrelevant, it makes more sense to include logos of blogs, magazines, papers that you’re business has been featured on that are relevant to your target market.
At the bottom of the page you can also include a few testimonials.
Setting up this landing page is a bit more complex than just adding a blog post to your site. You’re going to need 2 things:
Email Marketing Software
I recommend that you use GetResponse, since it gives you a 30 day free trial. You can easily create a form and add to your page. They have great training on how to use their software (http://support.getresponse.com/tutorials). It’s very straight forward.
Here’s what you want to do once you have access to your GetResponse account:
- Create a new list: the list will store the leads generated from your marketing efforts.
- Create an autoresponder: having an autoresponder series is extremely important. Not only do you need an autoresponder on day 0, in order to deliver the “free e-book”, but you should also have a follow up series for the next few days/weeks.
- Create a “thank you” page: once a visitor becomes a lead, he/she should be redirected to a thank you page so that you can track your conversions on Google Analytics and from the Facebook Advertising platform.
- Create a form: GetResponse allows you to create a form to generate the leads. I would recommend that you ask, at least, for their name and email. Their phone number might also be useful, but people aren’t always comfortable with that.
The software is very easy to use, but if you need in-depth guidance on setting up this system on GetReponse visit the link above.
Landing Page Creator
GetResponse has their own landing page creator. I believe you can have one active landing page (created on their platform) for free.
What I’m currently using for 99% of my landing pages is a page builder for WordPress. So if your site is on WordPress, I highly recommend that you download this free plugin (Page Builder by SiteOrigin): https://wordpress.org/plugins/siteorigin-panels/
The Page Builder by SiteOrigin is extremely easy to use. You’ll get used to it pretty fast and it lets you create this exact type of landing page. Here’s a short video showing how it works:
You can also send the Facebook traffic directly to a sales page. This is the lazy way to do it. I highly recommend that you consider using one of the two landing pages discussed above.
If you’re communicating your message the right way, there’s no reason why you can’t be driving traffic directly to a page where you’re offering your photography, catering, wedding planning services.
“Are you getting married any time soon? Let us help you plan your wedding”. This could be the headline of your ad, and then you’d send them to a page outlining your services, prices, packages, availability, testimonials, and so on…
Again, I’m not going into a lot of detail about this type of landing page because I don’t like it very much.
Now that you have your landing pages ready, you need to choose your target audience correctly. The Facebook Advertising platform is very complete, but it’s also very easy to use.
However, for people that have never used Facebook Ads before, it can be a little bit confusing.
So, to make sure that you don’t make any mistakes, I’ll show you exactly how to find your target audience.
Go to Facebook.com and navigate all the way to the top right corner of your screen. When the menu shows up, select “Create Ads”.
Now, you need to select the objective of your campaign. I recommend you use one of the following
- Boost your posts: this type of objective usually results in a lot of engagement on your post, mostly likes from my experience. But if you create an interesting article and title, you’ll also get extremely affordable clicks to your site. Usually, if I’m just driving traffic to a blog post on my site, I choose this objective.
- Send people to your site: this campaign will get you the most clicks to your site. I’ll use this objective for this short tutorial, since it’s one of the easiest to setup. You should get the cheapest clicks to your website with this objective.
- Increase conversions on your site: If you’re using the second landing page that I talked about, I recommend that you use this objective. There’s an extra step involved, since you have to copy and paste a code to put on your “thank you” page, but it will get you the cheapest leads.
Once you select your objective, you have to tell Facebook what your landing page is (where they should send the traffic to).
Don’t over complicate your targeting. Here are a few things to consider:
- Choose your target location. Wedding photographers may be able to travel around the country, but if you’re renting out a wedding venue, you should only be targeting people that are closer to you.
- This is up to you. I suggest that you use historical data from your business, and select the age range that makes more sense to you and your wedding service.
- When you get phone calls asking for your service are they usually from women or men?
- Relationship status. This is obviously the most important filter. Go to More Demographics > Relationship > Relationship Status > Engaged. Yes… A lot of people are engaged on Facebook, but they aren’t really engaged. But there’s nothing you can do about it. You care about that people that click on your ad and visit your landing page. That’s why there are 4 main parts to this strategy.
Before creating your ad creative, you need to choose the budget for this campaign. If you’re starting out and just want to test the platform, I suggest that you start with $5-$10 USD (or equivalent) as your daily budget.
As you adjust your daily budget, Facebook will give you a prediction of how many people you’ll be able to reach, given your target audience.
So let’s say that with $5 USD you reach 1000 people. If you have a click-through rate (% people that click on your ad) of say 3%, you’re getting 30 daily visitors to your page for $5.
That’s not a lot. But it’s a start.
I would send at least 100-200 unique visitors to your site, before making changes to your campaign. That will depend on your exact targeting, ad creative, objective, landing page, etc…
Test it out and track how people respond to your ad (more on this below). Then adjust your campaign according to your data.
Before we move on to the creation of your ad…
Don’t expect to get amazing results with $5. It’s definitely possible, but not very likely. You need to test a lot. All campaigns are different, and you have to adjust it as you go.
But focus on the return on your investment.
Let’s say you’re a wedding photographer and you usually charge $2000 per wedding. If your marketing budget is just 5% of that… You’re willing to spend $100 to acquire a customer.
If you’re paying Facebook $0.20 per click, you’re getting 500 extremely targeted visitors to your site. According to the marketing budget set above, you’d have a conversion rate of 0.2% (which is extremely low!) to get a customer from $100 ad spend.
Hope this part wasn’t too confusing. I want you to focus on the return that you can get from Facebook advertising. And that you need to spend a minimum amount to see some sort of results.
DISCLAIMER: I’m just trying to help you get started with Facebook Ads. It takes time to get it to work. I’m not responsible for the money that you spend, make or lose.
3. Ad Creative
The ad creative is very important. This is what your potential customer will see first. You need your ad to be engaging and interesting so that people click on your ad and visit your site.
There are 5 main parts to your ad:
This is the title of your link. You only have 25 characters, so make sure that you’re filtering your target audience right away. You know that the ad will be shown to people that are engaged, but Facebook has no way to determine if that’s true or not… Make sure you’re qualifying them from the get-go.
2. Text (Description)
This is the description that goes above your image. Facebook allows you to have 90 characters in this section. I suggest that you qualify your potential visitor even further. Make sure that you’re being clear about what you’re offering and what the landing page is about.
The image should be obviously related to what you’re offering. You probably have a lot of pictures that you own the rights to, but Facebook has a lot of free images that you can use. As well. I like to include some text on my images as well, since it grabs the attention of the users a lot better. Remember you can’t use more than 20% of text on top of your images.
This is the button that goes on the bottom left corner of your ad. Choose the one that makes more sense for your campaign’s objective, and one that makes sense with your landing page.
5. Newsfeed Link Description
Some people don’t use the link description. But this is an opportunity to communicate with the Facebook user, and to really explain what landing page they’ll be seeing
Here’s an example ad, that you can use:
This is not a perfect ad. It’s actually very far from being perfect.
You should test different titles, descriptions, images, to make sure that you’re getting the most value from your advertising dollars.
Facebook allows you to create copies of the same ad, but with different images. I suggest that you have at least 2-3 different images when launching a campaign.
How do you know if your campaign is producing results? You need to put a tracking system in place.
With Facebook you can track lead conversions very well. If you’re using landing page number 2, with a thank you page, you can copy a tracking pixel from Facebook.
Whenever you generate a lead, Facebook will know that that lead came from your campaign. This is very important, because generating a lot of clicks, but no leads, becomes useless.
Here’s the complete guide for setting up conversion tracking on Facebook: https://www.facebook.com/business/help/435189689870514
I believe Facebook is in the process of launching phone call campaigns and phone call tracking, but right now, a simple way to track phone calls, is to subscribe to a call tracking system.
Yes, it costs you more money, but if you really want to track your results, you might need a phone tracking system.
I use CallTrackingMetrics you can buy multiple numbers, listen to the recordings, track the number of calls, and much more.
There are hundreds of call tracking programs out there, but this is the one I use and it’s working very well so far.
I hope you enjoyed this introductory guide to Facebook marketing. It’s especially focused on advertising for wedding professionals, but these are principles that you can apply to other types of businesses.
If you have any question feel free to comment below and I’ll do my best to help you out.
I’ll see on the next one!
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