EP 373: What’s Working Now on FB and Instagram Ads For Paid Ads
You might be wondering what works for Facebook and Instagram advertising.
If that’s you, and if you're not sure if you should be running paid ads, then you’re going to love today’s episode.
Nicole started her journey in college, completing a BA in Broadcast News and Production. From there, she went on to work at new stations, specializing in marketing and commercials.
Although Nicole loved the fast-paced television industry, the corporate world wasn’t quite for her.
Nicole has always been a self-starter. She paid her way through school as a freelance copywriter. When the time for a career transition, she realized that there was a huge need for people with her skills in the online marketing space.
Now, she runs a full-fledged marketing agency, helping business owners implement marketing strategies that convert in today’s online landscape.
Here’s what she had to say…
The Magic of Lead Generation
“What I’m seeing really work, no matter the level of your business, is lead generation,” Nicole explains. “Lead generation has been crazy successful for all of my clients.”
Most people aren’t ready to buy your product after seeing only one ad. So instead of focusing your advertising on immediate sales, she guides her clients through collecting customer contact information and delivering value.
“We, as consumers, are getting smarter,” Nicole continues, “We're buying a lot more online, and we're wanting more of that personal connection with who we're spending our money with.”
It’s a marathon, not a sprint. Each time you generate a new lead, you funnel your customers into the buyer’s journey. It takes time.
That being said, Nicole is seeing an average of 15-40% conversion rates within 90 days for her clients.
“Lead generation is a great space, if we can be patient,” she says.
Pair Your Advertising Strategy with a Solid Content Strategy
“You don't want ads to be over, I would say, 40% of your sales a month,” Nicole advises, “because ads are kind of that back-end thing.”
Some people think they can pour all their money into advertising, sit back, and wait for the sales to roll in.
That’s not how it works.
While advertising can be a huge source of sales, it’s only one facet of a successful, multi-faceted sales plan.
Pairing your advertising strategy with a solid content marketing strategy will extend your reach and deliver more value to your customers.
“What I love about ads is it's that extra asset to your business that can allow you to scale without you having to do anything extra,” Nicole explains.
How iOS Has Changed the Advertising Game
iOS 14 transformed the online advertising world. While this has been frustrating for some small business owners, Nicole believes it can actually be a good thing.
“Now, it means actual marketing strategists have to do their job…with more detailed targeting,” she says.
Nicole’s agency has done plenty of testing with multiple customer avatars. What they’ve found is that the ads that use a more detailed customer avatar actually have more success.
“It brings in higher revenue, because it’s more customized to them.”
This is why it’s so crucial to have a clear understanding of your audience. The more you can call them out personally, the easier it is to make sales.
Listen to the full episode above, because Nicole delivered so much value-packed insight into how to make online advertising work for your business.