How I Use Facebook Ads to Attract 1000 Clients Daily: Expert Speaks

How to Use Facebook Ads to Attract New Clients; Expert Speaks

After establishing my agency’s headquarters in downtown Norfolk, Virginia, one of my first marketing experiments was to launch a Facebook ad campaign promoting our web design and development services.

Let’s move the budget ahead a few hundred bucks… and it is probably obvious what happened afterwards.

I terminated the campaigns.

Although few, the clicks we did receive weren’t generating any fresh leads. Money was wasted on it.

I dismissed the notion of paying for advertising and instead concentrated on creating a grassroots network of sources for referrals.

Well, it appears that my decision to avoid adverts was successful. We managed to get by without spending money on leads.

However, a few months ago, I was asked if I would reconsider using paid advertising to attract clients in light of the phenomenal success I’d been having promoting my email course, Charge What You’re Worth.

I answered that I would go back in time if I could, knowing what I know today about Facebook marketing. This is why:

I was the issue, not the advertisement.

I believed I could easily purchase project leads when I set up my first campaign, entered my payment card information, and established a daily budget.

I believed that if I placed advertisements in my local region that were confined to people who liked specific business-related terms, I would inevitably stumble across someone who was actually wanting to commission a new website or web application.

Many people make this error, especially independent contractors who want to dabble in paid advertising.

It’s critical to understand that Facebook advertising are passive advertisements.

You do not specifically target Internet users who are actively looking for the goods or services you provide, in contrast to Google AdWords. If I create a Google AdWords campaign in Norfolk, Virginia that focuses on “web design,” then everybody who sees my ad is presumably in my target demographic because they’re looking for businesses similar to mine on Google.

Like other passive ad platforms (display networks, LinkedIn, etc.), Facebook advertising are displayed to users who aren’t really interested in what you have to offer. Facebook, however, has sufficient user data to permit you to run advertisements that specifically target residents of southeast Virginia who “like” their local Chamber of Commerce.

Be aware that while the people who see a passive advertisement, such as a sponsored post on Facebook, may be in your target market, they are almost definitely not thinking how you want them to. If they’re on Facebook, they’re psychologically disoriented and looking at their friends’ new babies and other things.

Many new advertisers overlook this.

They run advertisements with the assumption that individuals in their target demographic will already be thinking about them when they see their advertisement.

They then advertise their goods and services before giving up.

What are the Problems Before Embarking on Facebook Ads?

1. Determine your Advertising Objectives:

It can be tempting to jump right in and begin creating advertising and landing pages, but you must first decide what you want users to accomplish.

This might seem clear at first. a little bit too plain.

However, as was mentioned earlier, people will click on your adverts without purpose.

They’ll undergo a mental examination.

Therefore, you can’t pitch the same thing to a drive-by Googler that you might. You must provide something new, something that causes very little resistance.

(Note: This is the main reason why most people who foolishly create Facebook advertisements, like me in 2011, fail.)

Being the project leader shouldn’t be your aim.

Those of you who have been following my work for some time undoubtedly already know what I’m about to suggest.

You wish to establish a connection. You want to woo someone patiently even though you know they won’t hire you. Ever. That’s fine too.

You want to develop a following that will eventually either hire you or, more likely, recommend you to others,

 Putting together

The bare minimum you’ll require is:

A page on Facebook (which is different from a personal profile). If you advertise yourself as a studio or an agency, it should be for your company. If you’re a solopreneur without much of a brand, you can just make a business page with your name on it. Here are my suggestions for naming your freelance business.

a technique for making landing pages. These would just be straightforward static pages with embedded email opt-in forms, if you were a web designer. Not tech savvy or consider yourself to be a designer? Visit LeadPages.

a system for email marketing. Although Mailchimp is effective, Drip and ConvertKit are far more potent tools. They provide strong lead scoring capabilities and native connectivity with a variety of CRMs, which will simplify the process of converting contacts from audience members to project leads.

2. A Webinar or Seminar:

Initially, I was hesitant to include seminars and webinars in my manual, mainly because they require a little more setup work and there is a chance you won’t receive the desired outcomes.

Keep in mind that you are preventing someone from seeing lovely pictures. They aren’t really considering their timetable at the moment.

A webinar or seminar is in progress. They expect you to appear and be present.

Additionally, they need the individual you want to watch the webinar to dedicate their time and attention. Furthermore, it’s unlikely that if they don’t know you, they will take the time to check their schedule to see whether they are available for your event.

But I used seminars to start my business. Hosting instructional seminars and exploiting them to broaden our network allowed us to make a fortune.

Try holding an in-person lecture if you have the time and resources to instruct nearby business owners. You will require a location to hold it, as well as a presentation. You should also feel at ease speaking in front of others.

For the majority of newbies, I wouldn’t advise using a seminar or webinar as a lead magnet. But once someone is already on your list and has gone through your email training, they make excellent introduction offerings. By that time, they’ve already made up their minds about your value by ignoring your emails or unsubscribing, if they haven’t already.

Advantages: Your audience is captivated. What you’re saying cannot be sped up or scrolled through. Attendees can ask you questions and receive immediate answers because it is a two-way conversation.

Disadvantages: Requires attendance and you to commit to time. Allows you to not “set it and forget it.”

3. A Whitepaper, Report, or PDF:

The most typical type of lead magnets is this one (lately, though, email courses are gaining a lot more traction).

In exchange for anything of instant value, such as a report, checklist, worksheet, etc., someone submits their email address.

A common error is to obtain an email address, add the recipient to their primary list, and then send the desired content. Most people, however, don’t follow up with emails specifically focused on the downloads. The new subscriber is simply added to a list for general newsletters.

Send emails that provide further information or insights into your worksheet or free report if you plan to generate one. When I sell Double Your Freelancing Rate, I follow up with my customers with more than two months’ worth of emails that delve further into the course’s material and show them how to apply it to their own businesses.

Anything you send them is likely to wind up gathering digital dust in their downloads folder if you don’t remind them of the value they received from you and provide them with other things of value.

Advantages: Depending on the offer, the value is provided instantly (as opposed to gradually, as with an email course).

Disadvantages: Your interaction with the subscriber will inevitably be more one-sided and transactional. However, this can be minimized by just adding an email course after distributing the downloaded.

4. Videos or Series of Videos:

Last but not least, you may create a movie or series of videos that take the place of an email course but essentially achieve the same goal.

Although I haven’t yet done this, many marketers produce 3-part video series that direct viewers toward a call-to-action for their good or service. It’s unquestionably more intimate than an email course, and you can prevent jumping ahead if you utilize a video hosting service like Wistia.

Advantages: Similar to an email course, but more intimate. A seminar or webinar could be transformed into a video that viewers can subscribe to.

Disadvantages: Adjustments are harder to make (you’d have to reshoot the entire video), and some of us are camera-shy.

Please refrain from using your webcam if you do plan to do anything with video. Invest on upgraded machinery. I use a Canon 70D to film my videos, and a Rode NTG3 shotgun mic with a pop filter in front of it and a pre-amp to record my audio.

Creating a landing page;

The next stage is to put up a page that pitches the offer after we’ve developed our lead magnet or offer.

Your landing page’s sole objective is to persuade visitors to accept your offer and provide their email address in a form.

You want to structure this page so that it functions as a “squeeze” page, meaning there should be no navigation. There aren’t any external links. Nothing else needs to be done but accept your offer.

Even if you’re not technical, Lead Pages is a terrific resource for both the design and hosting of these landing pages if you need assistance setting up your landing page. It enables you to rapidly set up an opt-in form and interfaces with a variety of outside email marketing providers.

The most crucial element of your landing page is the copy.

People need to be stopped in their tracks, given clear information about what they will receive, and convinced that your offer is worthwhile.

This can be challenging, particularly if copywriting isn’t your strong suit. But first, some advice:

What you say in your advertisement should be repeated in your headline. Avoid the error of having a gap between the advertisement someone clicks and the website they arrive at.

Avoid using clichés. Be succinct. Back buttons are the user’s worst enemy. Inform them of what they will receive. A free, nine-lesson course that covers [the course’s objectives] has taught 14,475+ [social proof] freelancers how to charge more.

Social evidence in the form of a testimonial, either from someone who has actually used your offer or something a previous client stated regarding your capacity to provide value. “I just wanted to let you know how great I think your course is. Thank you for providing your readers with this excellent knowledge for free when you could have easily charged for it.

Get through whatever reservations the user may have. What evidence do you have that this is for them? that they’ll pick up a new skill? Consider any potential objections that someone may have and address them.

Make sure that your call to action is appropriate for what you are presenting. Your button should read “Send me lesson #1!” rather than “Sign Up.” What you say you’re offering and the actual deal you’re making should be clearly related.

I want to recommend two authors to you if you’re not an expert at creating persuasive sales copy because they were key in my learning how to do it.

I utilize Sean D’Souza’s “7 red bag” paradigm from The Brain Audit into every piece of sales copy I create.

All of Joanna Wiebe’s books, including those on writing compelling headlines and calls to action.

making your advertisement

It’s now time to construct your first Facebook advertisement.

You have an offer, and the landing page on which it is presented “sells” it.

Your advertisement’s goal is to persuade viewers to click through to your offer rather than continuing to browse through cute images. Thankfully, Facebook ads that are displayed in newsfeeds mimic other posts. They don’t appear to be commercials. (We won’t be focusing on the right sidebar ads.)

You have a block of material at the top of your ad that serves as the “status update” for your advertisement, which I refer to as the teaser. Here, the language should be concentrated on the advantages of the advertisement or at the very least show empathy for an issue that the target audience may be experiencing.

You can’t exactly say “Learn how to develop a profitable restaurant website — free email course!” as the ad image because Facebook doesn’t let you include too much text in your advertisements. After extensive testing, I discovered that pictures of individuals function best, especially if they are staring directly at the camera. Keep in mind that Facebook advertising mimic real newsfeed updates. Would a friend of yours update their status with a large, commercial banner?

The connected page’s title and description are presented to you at the end. Here, I merely put the short description of the email course along with its name.

Forget about creating the ideal advertisement.

As you experiment and look for the ideal funnel from view to opt-in, your initial few hundred bucks may be spent. It’s alright. It reminds me of paying for data.

However, it’s crucial that the advertisement fits into your larger sales funnel.

Your advertisement needs to be clicked on by the appropriate audience.

Your landing page’s purpose is to persuade visitors to your offer.

The purpose of your lead magnet is to cultivate a potential customer or source of referrals.

Every component of this funnel serves a purpose, and as you start to gather data, you should actively adjust and improve each stage of the funnel.

Establishing a budget

Many new advertisers have a tendency to simply pour a large sum of money into their advertising budget without truly knowing if they’re getting a return on their investment.

Thankfully, you’re not offering a $9 eBook for sale. Since you sell expensive consulting, you can usually afford to spend a sizable sum on bringing in a new client.

I usually don’t mind spending more than 10% of a client’s value to acquire them. This may sound excessive, especially given that the average client is worth more than $10,000. However, compared to other business models, a 10% acquisition cost is extremely good; in my opinion, the mark of an experienced freelancer is one who recognizes the significance of investing money in order to generate income.

You should familiarize yourself with the following ideas:

What you pay Facebook for each click is known as the cost per click. Facebook typically costs you per 1,000 impressions on a CPM basis, however they effectively display your cost per click. However, be aware that a better advertisement will result in more clicks, which will reduce your cost per click. Having said that, getting the appropriate clicks is more important than receiving plenty of clicks.

Cost per conversion, or cost per lead. This is the sum of money you are shelling out to entice someone to accept your offer. This is closely tied to the conversion rate of your landing page; for example, if 25% of visitors choose to take advantage of your offer and you’re spending $2.50 per click, your cost per lead would be $10.

Cost per qualified lead is the amount of people who opt-in who become qualified leads and engage in conversation with you about a project. We’ll examine what this truly means when I go through a few formulas at the end of this post.

Cost per client – This refers to the individual who clicked on your advertisement, chose to download your lead magnet, started a conversation about a project, and finally converted to a client. If you pay $10 per lead and 10% of those qualify themselves by discussing a project with you and 10% of those go on to close, your cost per client comes to $1,000. You’re doing alright if a client is valued at $10,000 or more.

The average lifetime worth of a client is their average financial value to you.

Realizing the full extent of each of these costs will take some time. However, your objective is to raise conversion rates in order to reduce the cost of each phase in the funnel. The easiest thing you can do is boost your qualifying lead to client conversion rate. To do this, I suggest signing up for Double Your Freelancing Rate, a group dedicated to teaching you how to market better.

I should add that not every person who enters your funnel will become a project lead. That’s totally OK. The majority of referrals come from previous clients because you provided them with value in the past; therefore, anyone who enters the funnel but doesn’t convert into a client (either because they can’t afford you, don’t have a project, etc.) can still be a source of referrals for you and your company.

Putting in a safety net and other pointers for obtaining more leads at a lower cost.

Many businesses run advertisements, receive clicks, and are content to just scrape together a single-digit conversion rate.

Not every person who clicks on your advertisement for your email course will choose to sign up. And depending on who you are targeting, the cost of acquisition can occasionally be quite high.

Here are some strategies you may use to get more leads for less money:

Strategy 1: Ads to those who haven’t yet opted in.

This is an obvious choice. Spend a few bucks every day on a campaign that seeks out visitors to your landing page who did not provide their email addresses. Because these ads have far greater click-through rates and Facebook ad rates are lower on retargeted visitors, it ends up being less expensive per click.

Here, I’m trying to attract visitors to my landing page who didn’t look at the confirmation page. Two custom audiences are created as a result: “People who have seen my email course” (those who have gone to the URL of my email course) and “People who have opted into my email course” (those who have gone to the confirmation page that users receive after choosing my course).

I would INCLUDE the audience of “People who have seen my email course” and EXCLUDE the audience of “People who have opted into my email course” while running an advertisement.

Strategy 2: Ads should be run without a clear call to action.

I’m now running advertisements to attract readers of websites like Smashing Magazine, A List Apart, etc. that promote my essay on how to launch a freelance business.

You might be astonished to learn that I’m simply paying for visitors to read my blog post rather than promoting a landing page.

Why would I act that way?

Social media sites are flooded with blog post shares. The majority of the articles in my feed are from content websites. I may offer value without requesting anything in return by sharing an article. I think you’ll enjoy this, so here it is. I’m not attempting to collect email addresses.

Shares, comments, and likes for these advertisements are frequently high. In fact, I optimize my blog promotion advertisements for interaction rather than clicks when I run them. There is no email wall standing between the user and the content they are interested in, even though I still receive a ton of hits.

They’ll eventually come across an advertisement for my email course. They are more likely to sign up for my course if they already believe I can provide them with something of value. Additionally, it is now much less expensive to buy these leads.

Strategy3: Use advertisements to raise the caliber of your current leads.

The final strategy I want to share with you is something that is frequently disregarded.

Once they’ve obtained what they’re after, such as an email address, the majority of advertisers halt their advertising campaigns. Why would you pay for advertisements when you can now reach them for free?

But if the advertisements are for case studies, in-depth articles, or anything else that can improve the quality of a lead, you should think about continuing to run them to people who are progressing through your sales funnel.

Imagine if you paid $10 to acquire a new lead. They are not a qualified lead at this time because no project is available. They are simply navigating your email course.

You’ll be sending them instructional emails on a regular basis, but you may also include supplementary content that highlights your knowledge and experience. Even if it might add a few dollars to the cost of getting that lead, if it increased their likelihood of becoming a customer by just 5%… How about you? For a few money, would you boost your chances? Indeed, I would.

Some formulas that you can use for easy ads campaign:

You should now have a clear knowledge of how to construct an offer, pitch it with a landing page, and direct visitors to that landing page as a result of this tutorial. Finally, I’d want to leave you with a few formulas that you can use on your own.

Formula One:

 An email program that schedules appointments with prospects for you.

Make an email course that demonstrates how to perform the work you often perform.

Teach them the fundamentals of writing copy for conversions if you’re a copywriter.

Teach them how to manage their own advertising campaigns if you’re a marketer.

Show them how to design a straightforward web page if you are a web developer.

This isn’t something you’re doing to “give away the farm,” but rather to show someone your technical know-how and business problem-solving skills. Your ideal client isn’t someone who prefers to do everything themselves and spends a lot of time and effort, for example, developing their own sales copy. You want them to automatically rule themselves out.

After they’ve finished your course, invite them to a meeting with you for 10 to 15 minutes to go over their next course of action. Potential clients will essentially schedule themselves on your calendar without any effort on your part if you just include a link to your availability (using a tool like Calendly).

Making it clear that ONE they run a business and have better things to do than attempt it on their own and TWO the gap between your experience level and theirs is… enormous are two things you want to emphasize during this meeting as you provide personalized and strategic advice on what their next steps should be as a result of taking your course.

If you do this correctly, you’ll have a client conveyor belt that runs automatically.

Formula Two:

 Create your own networking or lecture group

Entrepreneurs enjoy networking. They enjoy being around their friends. They enjoy discussing their company and relish the prospect of gaining new customers.

By founding and running your own networking group, you can establish yourself as an authority in your community. This group can receive business information from your local and regional areas, educational seminars, and more.

I’d advise making a hyper-local advertisement targeted at luring business owners that wish to expand and promote their enterprises. I recommend using this strategy in my post on “hacking” networking, and you can utilize Facebook ads to grow your network of insiders even more.

On your list, you’ll find “wantrepreneurs,” mortgage brokers, college students, and Avon reps. I became alarmed when attendees at my events to include individuals who didn’t really meet the criteria for potential clients. Why are they in this place? We don’t want to attract folks like them.