If you want to grow your eCommerce business, there is no source of customers that is more consistent and scalable than paid advertising.
Facebook advertising is how many of my clients, like Kristy and Laura, are seeing massive growth in their eCommerce websites from a handful of orders making pocket change each month, to very consistent, profitable monthly sales.
Now, most people tend to focus their efforts on the new customer attraction phase of their advertising. And whilst attracting new eyeballs to your online store is incredibly important, there’s an eCommerce Facebook Ad strategy that has the potential to completely knock your sales out of the ballpark!
This eCommerce Facebook ad strategy that I’m seeing work so incredibly well with my clients has changed the way we look at advertising and makes a 10x ROI on advertising spend look completely normal!
It’s never about 1 campaign…
Most small business owners are quite risk-averse when it comes to spending money on advertising.
And I understand it’s scary to commit to paid promotions when there’s no guarantee you’ll get a return.
So what do most people do?
In an attempt to conserve funds, they put up one ad trying to win over new customers.
The (somewhat misguided) expectation is that they can attract potential customers who’ve never heard of the brand before, and expect them to buy off one ad.
Remember these two important things
#1. Facebook is a social platform. People don’t go there with the express purpose of buying.
So hitting up those who don’t know you from a bar of soap with an advertisement asking them to buy from you is probably not going to stop them from scrolling their newsfeed!
#2. Think about how your customers buy. This is not the same as ‘how do you sell’!
The 3-part Facebook ad campaign
What’s the goal for your ad campaign? It’s to help your potential customers to make a purchase decision with you, right?
To achieve that typically means engaging with them before they buy, during their purchase experience, and after they’ve already bought.
Which is why I get my clients to run three different ad campaigns.
Ad #1: Capture attention & generate interest
The first thing you need to do to build your audience of paying customers is to get your brand in front of people who don’t know yet.
You want to exclude your existing customers, email subscribers and Facebook fans from this ad’s audience, and instead target people who look the most like them.
TIP: For help working out what to say and what images to use in this ad, grab my FREE Perfect Ad Template!
Ad #2: Retarget your warmest audience
Re-target to people who have engaged with your brand. The easiest way to do this is to re-target people who have already visited your website.
This ad should definitely be aiming to close the deal! My advice is to include an incentive or promote a special offer.
Ad #3: Loyal customers are your most profitable
The most profitable phase to focus on is the loyalty phase. Existing customers are more likely to purchase and spend more money per transaction.
Use special deals, promotions, and complimentary products to increase retention and lifetime customer value, and show these ads to your past customers rather than to those who haven’t bought from you before.
Don’t make this mistake
Unfortunately, too many business owners think the sum total of their marketing efforts end when they get the customer to make their first purchase. So they never follow up with buyers or continue to add value or continue to make offers.
And they lose most of their potential profit because of it.
Creating loyalty segment is actually easier than you might think, as I’ve spoken about before, here.
Tag team your ads with email
Here’s the secret sauce for ya! The strategy that consistently sees my clients massively and quickly scaling up their sales.
I want you to combine email marketing with ads # 2 and 3 mentioned above.
That means a potential customer receives an offer from you on email as well as being retargeted by your ads on Facebook.
And it also means, sending specific offers and promotions to your past customers via email as well as Facebook ads. This should be different to the newsletters you might send to everyone on your email list (remember, you’ll have lots of non-customers subscribed to your email list).
Need some help with your Facebook ads?
Click here to talk to one of our eCommerce marketing specialists today.