6 Facebook Remarketing Tactics That Work

Looking for a way to re-engage past customers and prospects on Facebook? Wondering how to use remarketing to deliver behavior-based messaging to specific audiences? If you’re looking to build successful remarketing funnels on Facebook, you’ll need to deliver unique ads to custom audiences segmented according to their browsing history and interests. In this article, you’ll […]

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– Your Guide to the Social Media Jungle

6 Facebook Remarketing Tactics That Work
Source: Great Social Media Feeds From Around The Web 1

Instagram Stories Updates, Pinterest Visual Search Ads, and the New Google Lens

Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show with Michael Stelzner, we explore Instagram Stories updates with Sue B. Zimmerman, Pinterest visual search ads with Alisa Meredith, […]

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– Your Guide to the Social Media Jungle

Instagram Stories Updates, Pinterest Visual Search Ads, and the New Google Lens
Source: Great Social Media Feeds From Around The Web 1

Facebook Ads Strategy: How Marketers Can Win With Facebook

Do you use Facebook ads? Want to make them more effective? To explore how to create a successful Facebook ads strategy, I interview Nicholas Kusmich. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It’s designed to help busy marketers and business owners discover what […]

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– Your Guide to the Social Media Jungle

Facebook Ads Strategy: How Marketers Can Win With Facebook
Source: Great Social Media Feeds From Around The Web 1

Entrepreneurs: Stop Wasting Time on Misfits

[NOTE: This post continues a series exploring the topic of entrepreneurship. While my focus has and will continue to be on Facebook ads, I have plenty to share about what I’ve learned while building my business.]

In the early days of my business, I did all I could to please each customer and potential customer.

Is my product too expensive? Here’s a discount code.

You want ongoing updates to this product without paying more? You’ve got it.

You’re unhappy with my product? I’ll spend several emails trying to make it right for you.

If you do this, stop. Please, stop.

By trying to please everyone, you’re wasting your time on “misfits.” This time could be spent serving your ideal audience.

Let’s take a closer look at the types of customers and potential customers who are misfits — sucking away your time, value, and money.

The Skeptical Shopper

Sometimes a potential customer’s first exposure to my business is via a product landing page. They’ve never read my content before. They haven’t attended a webinar. They don’t listen to my podcast.

They’re skeptical.

This tends to happen when a friend or co-worker recommends someone to my products. Or they run a search and my product comes up.

Most frequently, this will happen when considering to book a one-on-one call with me. I’ll get emails like this…

I’m considering booking a one-on-one call with you. The $497 price for only 45 minutes is really high. What kind of experience do you have to command these prices? Will it be worth my time?

In the past, I’d write up a long response trying to convince this person that I’m “worth it.” I’ve figured out over time that this is a bad approach.

My ideal customer is someone who doesn’t need to be convinced of my value. They’ve read my blog posts before — hopefully many times. They’ve attended my webinars.

The bottom line is that these people already know what to expect from me. They understand and agree with my approach. There won’t be any surprises.

Those who don’t know me are more likely to be disappointed. Had they been a reader of my blog, they may know sooner that my style and approach aren’t a good fit for them.

So when I get an email like this, I tend to send a response along these lines…

Thanks so much for considering a one-on-one. If you set up a session, I want to be sure you’re satisfied. I’ve found that those who are most likely to be satisfied are those who already read my content and understand my approach. If there’s any doubt about whether you should set up a call, my recommendation is to hold off.

I’ve seen it before. I convince someone to set up the call. It’s not what they expected. I’m not what they expected. They’re disappointed. Suddenly, we have to go through the process of determining whether to refund.

I just wasted my time, and I feel like crap along the way. No more.

My sales funnel is most effective when those looking to pay for something are loyal, long-time readers. They are much less likely to ask for a refund, and they are most likely to have a long lifespan as a member.

The Bargain Shopper

I get this kind of email often…

I love what you’re doing, and I’m a loyal reader. I know I need to sign up for your training program. I’m just getting my business started, and I have a very tight budget. There’s no way that I can afford the $297 right now. Any chance I can get it for $97?

Look, I feel for this person. I’ve been there. But for my business, it’s best to hold strong.

By offering a discount, I’m watering down the value for those who paid full price. And those who paid full price have reason to be upset when a discount is this easy to get.

Additionally, what ultimately happens is that those who require a discount take more administrative attention than those who don’t. More work for less money.

My response is usually something like this…

Thanks so much for being a regular reader of my content! Unfortunately, there aren’t any discounts available at this time. My recommendation would be to wait until your budget increases. I never want you to buy something you can’t afford. In the meantime, there’s plenty of free content to consume. Have you checked out my free webinar?

It’s the truth. I want you to be happy with your purchase. I don’t want you to pay for something you can’t afford. There’s plenty you can access for free in the meantime.

There’s a way to both stick to your regular price and keep those on a tight budget happy. Those on a tight budget will appreciate it, and they’ll be more likely to be a loyal customer later.

It’s possible that offering discounts makes sense for you. Do what works for your business. But it doesn’t make sense for me (with a few exceptions).

The Square Peg

You’ve heard the old saying, “A square peg in a round hole?” Yeah. As business owners, there’s temptation to try and make it work. Stop it.

Sometimes I’ll get an email like this…

I’m a regular reader, and I’ve heard about your Power Hitters Club – Elite community. It sounds amazing, but I’m just a beginner and I’m just starting. While I can afford the membership without a problem, but will it be worthwhile for me?

PHC – Elite is my community specifically for advanced Facebook advertisers. My ideal customer is someone who spends thousands of dollars per month on Facebook ads. That way, it’s easy for them to get enough value out of the $97 monthly fee to be worthwhile.

In this case, the potential customer is a square peg. It’s a bad fit. They’re unlikely to get enough value out of the community to make the $97 per month worthwhile. As a beginner, they’re unlikely to add much value to the community. Their beginner questions may actually take away value from others.

I would purposefully steer this person away from PHC – Elite. This type of potential customer is precisely why I created a PHC – Basic membership option.

The Dissatisfied Customer

We all get them. You can’t avoid them. No matter what you do or how great your product, there will always be dissatisfied customers.

I might get a message like this…

I just attended the first lesson of your Facebook pixel training program, and I am really disappointed. You were all over the place, and you didn’t answer my question. It was really difficult to follow in the webinar format, and it would be better with live examples. Is this going to improve?

My training programs are set up the way they are for a reason. It’s efficient. It’s easy to keep updated. And the webinars with slides keep me organized and on task.

This approach, of course, is not right for everyone. I understand that. And I won’t force it.

Handle it quickly. Don’t wait. Don’t waste time.

I may respond like this…

Thanks so much for the feedback. Even negative feedback like yours helps guide my product creation, so I do appreciate it.

Unfortunately, this program seems like a bad fit for you. This is the format that will continue throughout the rest of the program. Let’s take care of this now, and I’ll cancel your account and provide a refund. Sound good?

Your instinct may be to get defensive. Or it may be to grovel and do what you can to make them happy. Neither works.

Don’t try to convince the dissatisfied customer that they’re wrong and your product will be great for them. Take an honest look at their feedback and whether there’s any chance they’ll be happy going forward.

The money isn’t worth it. If they aren’t happy, give them the refund and move on. A dissatisfied customer is bound to provide more stress and maintenance that you just don’t need.

The High Maintenance Customer

Some customers are simply high maintenance. You get daily emails from them. They expect special treatment and want custom solutions. Be very careful before giving in.

A potential one-on-one customer wants a custom solution. They want two hours instead of 45 minutes. I get an email with their login credentials asking to log into their ad account. They want me to record the session and request a written report after. I’m sent five documents to review ahead of time instead of the simple questionnaire that I provide. They want an “urgent” appointment time that isn’t available on my calendar. Oh, and they want me to sign an NDA (which I, of course, never do).

All of these things are well beyond the structure of my one-on-ones. I have everything set up the way it is for a reason. It’s how I can be most efficient and help the most people in the least amount of time.

While I could come up with a custom solution for them, I don’t. Instead, I help them understand that this is the nature of my service and this is what you should expect. If it isn’t acceptable, don’t book your time with me.

By caving, I would create more stress and dissatisfaction for myself. It’s not worthwhile.

By being firm and clarifying expectations, one of two things happens: 1) They go away or 2) They accept my terms and are satisfied with the session. By being up front, they accept the terms and change their own expectations.

The Bad Community Member

This is for businesses with memberships built around a private community.

It’s rare, but occasionally I’ll get a bad community member. They’re combative and argue constantly. They spam your community. They publicly complain about not getting the help they need when they provide no help to others. In the end, they provide negative value.

It’s one thing if a member simply doesn’t participate. That’s a zero value member. But the negative value member is a huge problem.

If you don’t do something about the negative value member, they will slowly erode the value of your community. They will make it less desirable for those in it. And you will lose money by continuing to accept money from this one person.

Set very clear expectations for behavior. Have a moderator who can swiftly handle negative value members when they happen. Put out the fire before it starts. And take conversations offline if necessary.

Finally, don’t hesitate to cancel and refund a negative member — even if you don’t typically offer refunds for memberships. Having them around can do way more harm than good.

Your Turn

The bottom line is that we need to look long-term vs. the short-term dollar. Adding a few dollars now for a customer who is a bad fit is bad for your business. Steer these people away whenever possible.

Any other examples you’d add? Let me know in the comments below!

The post Entrepreneurs: Stop Wasting Time on Misfits appeared first on Jon Loomer Digital.

Entrepreneurs: Stop Wasting Time on Misfits
Source: Great Facebook Feeds From Around The Web

How to Create Conditional Answers for Facebook Lead Ad Forms

Facebook lead ads are a great way for marketers to collect email addresses without sending users to an external website. This is now enhanced with conditional answers for Facebook lead ad forms.

When creating Facebook lead ad forms, you can ask for generic information that can be pulled from a user profile (first name, last name, email address, etc.)…

Facebook Lead Ad Forms Questions

… or you can ask custom questions.

Facebook Lead Ad Forms Questions

When creating a custom question, you now have options of short answer, multiple choice or conditional.
Facebook Lead Ad Forms Questions

Let’s take a closer look at what conditional answers are, how to set them up, and ways that you can use them with your Facebook lead ad forms.

What Are Conditional Answers?

Conditional answers allow marketers to ask a series of questions that provide different answer options based on the answers given in the prior question or questions.

Note that these aren’t conditional questions. Conditional questions would be something like this…

Question 1: Do you work for an ad agency?

ANSWER: YES

Question 2: How many people work for your agency?

ANSWER: 20

In the example above, the second question wouldn’t make sense for those who answered “NO” to the first question.

For conditional answers, the questions will be the same, no matter the answers that are given. But the answer options provided will change depending on the answers provided in the prior question.

So here’s one example of using conditional answers…

Question 1: Would you like a t-shirt or a sweatshirt? (T-Shirt or Sweatshirt are options)

ANSWER: T-Shirt

Question 2: What color would you like? (Red and Yellow are options for t-shirt)

ANSWER: Red

Question 3: What size would you like? (Small, Medium and Large are options for red t-shirt)

ANSWER: Small

Another example would be if you allow people to register for a webinar but provide options for date and time.

Question 1: In what month would you like to attend this webinar? (June and July are options)

ANSWER: June

Question 2: On what day would you like to attend this webinar? (5, 9, 12, and 19 are options for June)

ANSWER: 12

Question 3: At what time (EDT) would you like to attend this webinar? (11am and 2pm are options for June 12)

ANSWER: 11am

How to Set Up Conditional Answers

Now you’re ready to set this up. Let’s use our examples above to move forward.

When you select to provide conditional answers, you’ll be asked to upload a CSV file.

Facebook Lead Ad Forms Questions

This process is not intuitive. It was confusing to me at first what needed to go into that file. Understand that the file will only include the potential answers. You will provide the questions later. So you should map this out prior to creating the CSV file.

Let’s go back to the t-shirt and sweatshirt example. There are different colors and sizes available depending upon whether someone wants a t-shirt or sweatshirt. So you’ll want to create a file where there are columns of possible answers for each question you’re going to ask.

For the t-shirts and sweatshirts example, the document would look like this…

Facebook Lead Ad Forms Questions

Note there are multiple rows for both “T-shirt” and “Sweatshirt” in the first column and the individual colors in the second column. This is so that you can generate each answer scenario.

For example, if you want a t-shirt, there are only red and yellow options. If you want a sweatshirt, there are only green and black options. In any case, you’ll then have options of small, medium or large.

After uploading the CSV file, you’ll then be able to enter your questions.

Facebook Lead Ad Forms Questions

Let’s get a t-shirt.

Facebook Lead Ad Forms Questions

Options for colors then appear. We want a red t-shirt.

Facebook Lead Ad Forms Questions

After selecting the color, we can then choose from available sizes.

Facebook Lead Ad Forms Questions

For reinforcement, now let’s set this up for the free webinar.

Here is what the CSV file will look like…

Facebook Lead Ad Forms Questions

Different days are available, depending on the month; different times are available depending on the day.

After uploading the CSV file, we’ll be able to enter our questions…

Facebook Lead Ad Forms Questions

I entered all three questions that I want to ask. Note that at this moment, you can only select an answer for the first question. The dropdowns for the other two are grayed out.

Let’s answer “June” for the first question.

Facebook Lead Ad Forms Questions

Answer options will now appear for the second question. Let’s select “12” for June 12.

Facebook Lead Ad Forms Questions

And now two options will appear for the webinar on June 12.

Facebook Lead Ad Forms Questions

How You Might Use Conditional Answers

Admittedly, the examples above may not be the easiest to execute. If you’re selling sweatshirts and t-shirts, a lead ad may not be the best solution (it’s not ideal for e-commerce). And for the webinar, you’d need to have automation in place to sign someone up based on their answers. While likely possible, it’s complicated.

We’ll need to keep this simple. You have two or more questions that you want to ask this audience that is registering for something. The answer options you provide will depend upon the answer given to the prior question.

For me, I might want to learn more about someone’s experience level with ads and what they use it for.

Question 1: What level Facebook advertiser would you consider yourself? (Answer options: Beginner, Intermediate, Advanced)

Question 2: How do you use Facebook ads? (Beginner options: I haven’t used them before, To promote my business, Other; Intermediate options: To promote my business, Other; Advanced options: To promote my business, I work for an agency, Other)

I admit that it is challenging to come up with examples where the questions will always remain the same. This is new, though, and I’m sure that use cases will be easy to find as we go.

Your Turn

What do you think of conditional answers for Facebook lead ad forms? How might you use them?

Let me know in the comments below!

The post How to Create Conditional Answers for Facebook Lead Ad Forms appeared first on Jon Loomer Digital.

How to Create Conditional Answers for Facebook Lead Ad Forms
Source: Great Facebook Feeds From Around The Web