Content Guru

Copywriting For Memorable Brands

  • Home again
  • About me
  • My Portfolio
  • Latest Posts
  • Talk to me

How To Drive Maximum Results From Your Facebook Ads Campaign

30/07/2018 by Melissa Leave a Comment

      • Facebook clicks are not results. They’re opportunities.
    • How many more clients can a Facebook landing page convert?
    • How to calculate if a Facebook landing page will be a profitable investment:
  • 4 elements of  a successful Facebook ad landing page: 
        • Get your campaign landing page right and you’ll start seeing Facebook advertising in a new and super-profitable light!

You know how ‘likes’ don’t pay the rent? Well, guess what? Neither do Facebook ad clicks.

Let’s assume you’ve created a good looking ad with a strong message. Your audience targeting is spot on, and you’re getting thousands of impressions and receiving hundreds of clicks to your website. At this point, most marketing newbies will think they’re doing really well. But… will it pay the rent?

Facebook clicks are not results. They’re opportunities.

The true success of your Facebook campaign relies on your ability to get your target to take a second action after they’ve clicked your ad. You need them to either call, enquire, subscribe or buy. They’re the only kind of conversions that matter.

The true success of your Facebook campaign relies on your ability to get your target to take a second action after they’ve clicked your ad.

Now for the bad news… your typical website only manages to encourage action in 1 to 2% of visitors.

So let’s say your Facebook ads drive 100 people to your website this week, this means your website might only manage to get 2 people to take any action.

That’s 98 lost opportunities.

Of course, this doesn’t mean your campaign will be a complete loss. If you’re a savvy marketer, you’re already planning to run a remarketing campaign to chase down everyone who clicked your ad but didn’t complete an action. But that’s the long game.

A website typically converts no more than 2% of your visitors

To get profitable, you need to increase the opportunities you convert from your ad campaign. And that means you’ll need a sales landing page.

How many more clients can a Facebook landing page convert?

According to the Unbounce Conversion Benchmark Report 2017, after analysing over 605,000 landing pages, even the worst landing page converts 2.6% and the best can convert up to 27% of visitors. Let’s assume you’re somewhere in the middle… that’s a helluva lot better than 2%, right?

Of course, a good landing page isn’t free. It might cost you somewhere in the region of $500 over a 6 month campaign period. So, if you’re serious about your marketing and maximising the return from your advertising dollars, let’s do a quick check to see if investing in a landing page is going to make financial sense.

How to calculate if a Facebook landing page will be a profitable investment:

  • Let’s be conservative and say your landing page takes you from your usual 2 conversions per week, to 10 conversions per week (for the same advertising spend)
  • That’s an extra 8 conversions a week
  • Multiply that by the 6 months you plan to run your Facebook campaign
  • That’s an extra 192 conversions in a 6 month campaign period
  • Conversions aren’t revenue (yet), so what percentage of enquiries do you typically convert into clients? 25%?
  • That’s 48 extra customers you’ve received thanks to your landing page
  • Now, let’s talk dollars: how much profit do you make from a typical client?
  • Calculate 48 x your average profit per client
  • So, assuming your landing page costs $500 for that 6 month period… does it pay for itself, plus some?
    • If yes, what are you waiting for??
    • If no, you might be in a low margin business, so you need to increase the volume of traffic coming in, to offset your investment.
      • NOTE: to help you, check out this cool AdSpend calculator – it lets you play around with your numbers, see all the variables involved in achieving a profitable advertising campaign.
      • P.S. Although Facebook charges on a cost per thousand impressions (CPM) basis, recent studies show the average cost per click (CPC) for an Australian Facebook ad, is currently hovering around 0.80c

Are you starting to see how profitable a landing page can be?

Creating a landing page takes a bit of work, or you might want someone to help you design and optimise it. Otherwise, if you’ve got an eye for design, you can DIY it and use a service like Unbounce which offers a monthly subscription service.

So, if you’re going to give this thing a whirl, what important elements do you need to have in your landing page layout?

An example of a good landing page for lead gen
An example of a good landing page

4 elements of  a successful Facebook ad landing page: 

The key to a profitable landing page is displaying a consistent message that matches your advertisement. So ensure your landing page has:

  1. The same message: Your landing page should use the same (or similar) headline. Repetition is important as it’s the headline that originally hooked them in.
  2. The same look & feel: Keep everything consistent with the same the hero image and color palette of your ad. Anything else will create a disconnect.
  3. The same language: Keep the grammatical style and tone of voice exactly the same as the ad.
  4. The same offer: your ad was a promise, so your landing page needs to follow through to confirm that promise. You need to reiterate what they’re going to receive when they sign up. Keep that excitement and move them forward!

Cover these steps off, and your landing page will be a finely tuned, high-converting machine that’s in perfect alignment with your Facebook advertisement. Remember what we’re trying to achieve here is a frictionless transition, from the ad to the landing page, right through to the final ‘cha-ching’ moment.

Get your campaign landing page right and you’ll start seeing Facebook advertising in a new and super-profitable light!

 

If you’d like to engage a professional to run your Facebook advertising, I’ve got a great team who can help. Shoot me an email and let’s chat.

[gravityform id=”2″ title=”false” description=”false” ajax=”true”]

Filed Under: Digital Marketing

How small eCommerce stores can win the online game

20/02/2018 by Melissa 2 Comments

  • Keep on nibbling at their market share… it’s working.
  •  Digital brands don’t just do things differently; they think differently.  
  • Be helpful, be passionate, be profitable
  •  Personalise your marketing, find your tribe with digital 

If you think the online retail market is saturated, and you can’t compete with the heavy hitters in your industry – you’re wrong!

Statistics show it’s a great time to be a small and hungry eCommerce store. Consumers are shifting away from department stores and big online brands, preferring a more customised and personal experience with smaller stores… like yours!

Keep on nibbling at their market share… it’s working.

  • Major brands are being cannibalized by the rise of smaller, direct-to-consumer newcomers. And while most of these direct brands are small, the impact on incumbents has been “pronounced and severe,” 

 Digital brands don’t just do things differently; they think differently.  

  • Where traditional big brands typically engage customers as buyers, digital brands engage customers as users

Be helpful, be passionate, be profitable

  • Digital brands focus on making their customer’s life easier – and being helpful pays.
  • Digital/usage focussed brands have a strong customer base who are willing to pay a 7% premium, are 8% less likely to switch brands, and are twice as likely to make a spontaneous recommendation to a friend.

 Personalise your marketing, find your tribe with digital 

  • Don’t waste marketing dollars on traditional media – work smarter, use your strengths, and connect online. 
  • 95% of advertisers use demographic data, including personal data, location, and interests, to target prospects they know almost nothing about.
  • 66% of digital advertising spend next year will go to the most customized targeting platforms on the web: Google Search, YouTube, Facebook, and Instagram


Sources:

https://www.axios.com/warby-parker-blue-apron-casper-popular-fb8df1b8-9454-4752-a1ce-33226f66a875.html

https://hbr.org/2018/02/the-most-successful-brands-focus-on-users-not-buyers

 

P.S. If you’d like to have a chat about your digital strategy…. Shoot me a message!

 

[gravityform id=”1″ title=”false” description=”true”]

Filed Under: Digital Marketing

You have a good looking website but no traffic… now what? 

22/10/2017 by Melissa 1 Comment

  • You need to invest in digital marketing.
      • Digital marketing is targeted.
      • Digital marketing is measurable.
      • Digital marketing is scalable.
        • What can digital marketing do for you?
        • Some truisms when it comes to marketing (and life)
      • YOUR ACTION POINTS FOR ONLINE SUCCESS:
        • If you’re still sitting on the fence about investing in digital marketing
        • If you want to chat about which types of digital marketing we are seeing the most return from right now, and what method is the best fit for your industry and budget, give me a call.

Some of my clients come to me with a great looking website, but they’re frustrated no one is visiting. They feel as if they’ve paid for an awesome new billboard – but it’s plonked in the middle of the desert where no one can see it.

And they’re right.

There are over a billion websites on the internet. It’s no longer enough just to have a website. You need to find a way for your customers to find you.

how to boos traffic when you are a website in the desertYou need to invest in digital marketing.

There’s a number of digital strategies I recommend to generate new business for my clients, but, before I get to the what, it’s important to know the why.
[Read more…]

Filed Under: Digital Marketing Tagged With: Facebook Advertising, Google AdWords

How to choose a WordPress theme (without 6 months of pain & procrastination)

24/06/2017 by Melissa Leave a Comment

      • Here’s a few quick tips to consider before you start:
  • HOW TO CHOOSE A WORDPRESS THEME FOR YOUR WEBSITE
      • AFTER YOU INSTALL THE WORDPRESS THEME, DON’T GET A SHOCK IF…
    • Still struggling to choose a WordPress theme?
      • Nobody dies if you choose the wrong WordPress theme.
          • P.S. If you need help on which theme to choose, leave me a message and I’ll give you my honest opinion and/or a kick in the ass. It’s always easier to fix someone else than to fix yourself, right? 😉  

Thinking about a WordPress theme for your blog or business website?

If you’re an over analyser like me, you might worry if you choose wrong that your website is going to suck, and your business and every dream you ever dared to dream will be dead. DEAD, I SAY!!!

Luckily, you’re dead wrong. And so was I when I built my first WordPress website. I made it far harder than it had to be. So learn from my experience and let’s get practical and more importantly, lets get started!

[Read more…]

Filed Under: WordPress

Are your eCommerce product descriptions hurting your traffic & sales?

09/02/2017 by Melissa Leave a Comment

If you’re missing some crucial keywords in your product descriptions you could be missing out on a lot of organic website traffic and sales. [Read more…]

Filed Under: Uncategorized Tagged With: ecommerce, online business, SEO

  • 1
  • 2
  • Next Page »

Want me to write for you?

The trick to building your brand voice is knowing where the line is, then dancing across it.
Are you ready to boogie?

Hell yeah, I'm in!
  • Home again
  • About me
  • My Portfolio
  • Latest Posts
  • Talk to me

Copyright © 2022 · Parallax Pro Theme on Genesis Framework · WordPress · Log in