There’s a popular belief out there that if you have a problem, the solution is to throw money at it. This simply isn’t true. Many small business owners figure all they need to do is invest $10-15K into Facebook Ads and their businesses will magically grow. Wouldn’t it be amazing if it were just that simple?
It’s not. Facebook ads can be a powerful tool when used as part of your overall marketing strategy. But they are not a complete solution – or the first solution – when it comes to growing your business.
Before you even think about running a Facebook ad, you need to be dialed into what your business is and who your ideal customer is. If you don’t put in your due diligence ahead of time, Facebook ads will fail. You’ll be out thousands of dollars and join the 62% of small business owners who say Facebook ads don’t work.
But here’s the thing. I don’t think that Facebook ads don’t work. The problem is that business owners are putting all their eggs into one basket and not getting the results they want.
Facebook ads can be incredibly effective. But they work as part of an overall marketing plan and not a standalone strategy. So before you start throwing stacks of cash into Facebook ads hoping it pays off, let’s talk about the things that have the biggest impact when it comes to growing your subscriber base.
3 Things You Can Do To Build Your Audience
1. Clearly define your niche.
It’s a huge myth that if you go abroad, you’ll have a larger customer base. The problem with this? When you try to appeal to everyone, you aren’t going to appeal personally to any one person. When you really take the time to identify your ideal customer, you can talk to them in a much better way.
For example, if you say your ideal customer is a mom, I immediately wonder: Is she a stay-at-home mom or a mom who works outside of the home? Is she a first-time mom? Is she the mom of toddlers or teenagers? Is she a mom who prioritizes organic food and chemical-free cleaning products? You can imagine each of these women has different problems, interests, and desires. Yes, all are moms. But if you try to target all of them with your messaging, you’re not going to get the results you want.
Having a clear niche allows you to be more searchable, identify more keywords, and get very specific with your messaging. Then, when you do implement Facebook ads as part of a plan, you’ll be able to target your ideal customer so much better. The riches are in the niches. It’s time to stop going broad and go deep instead. Take the time to build the right audience for your business.
2. Make sure your messaging is direct and consistent across platforms.
Take a good, long look at the copy on your website, in your emails, and on your social media accounts. Make sure it’s clear, conversational, and fun. Does the copy on your social media match what is on your website? Does your copy directly speak to the pain point your product solves? Those points are the reason someone clicks through to purchase.
I can’t tell you how often I’ve reviewed websites in my coaching group and found the copy to be too professional and wordy. Even worse, the product is often hidden. Your customer is not a private investigator. Don’t make them click around through several pages to reach a description of your product.
Realize that it’s okay to seek help. If you find writing copy challenging and struggle to get your message across clearly, consider hiring someone who can. This will not only increase your organic traffic via keywords and SEO, but it’s also going to help your conversion rates.
3. Have a plan to capture customers
Did you know that multiple studies have shown a person has to see something seven times before they buy? How can you make sure that after someone views your product, they get an immediate follow-up to remind them of their interest?
You need a juicy offer ready on your homepage immediately after your potential customer clicks through. After all the effort you put into getting someone to your website, make sure you have a high converting offer to get them on a list.
Once you’ve captured their info, reach back out with a text, email, an invitation to a live stream, or even send a short video. The key is that you can now contact them proactively with offers and more information.
Subscription box owners who depend solely on Facebook ads to generate traffic find themselves on a constant treadmill of churn. They struggle to retain subscribers because they didn’t take the time to make a connection. The subscriber doesn’t know that business. They’ve not invested in that subscription or the subscription box owner.
Facebook ads are an effective tool to use as part of your overall marketing strategy. Think about it like building a fire. You have to start the fire and add the logs yourself. In this case, the logs are free organic traffic. Gasoline comes in handy when you want your fire to burn hotter and faster. Facebook ads can be your gasoline. Remember, gasoline won’t sustain a fire by itself.
Focus on defining your niche, creating clear copy, and having a plan to capture your customers before you start thinking about Facebook ads. There are so many free, organic ways to drive traffic and get subscribers. Spend time and effort there first.
About the author
Sarah Williams is the CEO and Founder of two 7-figure businesses, Framed by Sarah and Launch Your Box, where Sarah has worked with thousands of subscription box owners and those wanting to start a subscription box, providing in-depth training that takes them through each step of starting, launching, and growing their business. She is also the host of Launch Your Box, which launched this past fall. The podcast has already been downloaded over 100k times, is in the top 1% of podcasts globally, and in the top 20 entrepreneurship podcasts in the U.S. Connect with her on Facebook @subboxwithsarah.