Founder of Super Spicy Media. Facebook Ads Expert. Alpha Female. Geek. Coffee lover. Full-time dinosaur.
Mojca works with 7-figure companies to help them build, launch, and run Facebook ad campaigns.
Mojca got started by launching a productized service ("Super Spicy Sessions") doing teardowns of social media profiles for her clients. When she launched, everyone in the Facebook advertising industry focused on Business to Consumer (B2C) ads because common sense said that Business to Business (B2B) Facebook ads were a bad idea.
Mojca invested 10% of her clients' fee for Super Spicy Sessions in Facebook ads and saw success, so she wondered why more companies weren't advertising on Facebook.
When asked why they don't advertise on Facebook, most companies respond:
These are bad excuses with simple solutions. Focus instead on the potential benefits of Facebook ads: a few years ago - before google, twitter, and Facebook - it was really hard to get a potential customer to see your ad. Today, you can get your message in front of exactly who you want for $10!
To grow your business, take advantage of this technology.
Even if you don't plan to advertise on Facebook soon, spend two minutes installing the Facebook Pixel - a code that lets you track your audience's behavior. You'll need it installed before you run your first campaign, and you'll have a much easier start if you've let Facebook collect traffic data for a while first.
Facebook campaigns usually fail by:
A typical Facebook Ad funnel, like any sales funnel, typically has three layers:
Each of these layers represents a separate campaign.
For each campaign, ask yourself these four questions to craft the perfect message:
Let's walk through each of those four questions for each of the three layers of the Facebook Ad sales funnel.
When reaching out to a cold audience, make the first connection through value. Give your audience something they want and you'll start building trust with them. Establish yourself as a professional with authority on a topic.
This is also where you can start tracking your audience with the Facebook Pixel on your site so you can re-target them later.
Give your audiences something valuable right away. Your promoted asset should be something they can implement themselves and start seeing results.
Blog posts and videos are great forms of assets to promote. A 5-minute video recorded on your phone is fine as long as you're talking about something valuable to your audience.
If you don't know what to promote, look at which of your blog posts have gotten the most traffic and start promoting them.
At the first stage of your Facebook Ad funnel, you're targeting a cold audience and want to try to reach as many people as possible.
There are two approaches you can take:
Note from Christian: advertisers are the true customer of Facebook. It's a fantastic service for it's intended customer.
Brand your promoted posts with your design (logo and colors) so people remember you.
Use a powerful headline that sparks people's interest. "How to get paid 100% Upfront" is a powerful headline that came directly from Jonathan Stark's audience.
Once you've captured someone's attention, your goal is to get them to make their first transaction with you by giving you their email address. This builds more trust and further establishes you as an authority.
This transaction separates people who might be interested but are just lurking from qualified leads that want more.
Make sure your asset is actually valuable to your audience. It can take the form of:
This asset should be another tool your audience can immediately use to get a quick win.
At this level of your funnel, target people that have expressed an interest in you. Look for:
What pain are you solving for your audience? What will their outcome be from this asset? What's their next actionable step to get that outcome?
Make sure your asset is clearly answering these questions and makes it clear what action you want your audience to take.
Once you've gotten an audience past the first two levels of your sales funnel, it's easy to make the final sale. Your goal here is to close sales.
Restaurants start you with a tiny appetizer then work up to the main course. It's hard to sell your premium expensive product (like your $5k consulting) right away. It's much easier to start with a small offering (a "tripwire product") and scale up later.
For the third layer of your sales funnel, try targeting:
The more specifically you can talk to your audience, the more effective you'll be able to sell them. If your audience at this stage is CEOs of construction companies, you can talk directly and specifically to them.
Communicate what your audience is going to get out of this offer. Show them social proof and testimonials. Use their own words in your copy.
Facebook ads can convert a complete stranger into a prospect by offering them value. A prospect with a lead magnet can convert into a lead. A lead converts into a customer 💸
This process is hard, so stay determined. Did your first blog post become viral? Was your first business amazing and really successful? It's going to take you a couple of times. Don't give up!
Facebook cuts long copy off at 2 lines. Is it worth doing really long copy? Your images also had a lot of text, which Facebook doesn't like.
I know it sounds weird, but people read long copy. We did hundreds of A/B tests between long and short form copy. Long form outperformed short form copy every single time.
Facebook's visual rule is not to use more than 20% of your image for text. Facebook limits the reach on text more than that, but images with text convert way better. Experiment with it - you'll learn a lot. In my experience, images with text-heavy testimonials perform well.
I'm sending out a beautiful PDF eBook of notes from every MicroConf Starter and Growth talk – both Speaker and Attendee. Want a copy?