The Coach’s Guide To Facebook Ads: 13 Ways To Leverage Social Media For Better Ads
The easiest way to build better ads is to post content.
Many coaches take a dichotomous approach to growth. They build their businesses using paid ads, or, organically with content. The magic happens when we blend both.
After managing over 12 Million in paid advertising I’ve uncovered the power that content has on ad performance.
Content builds brand and personal brands are built through content.
According to Meta: “There's an 87% correlation between increasing audience size and driving more incremental purchases.”
The benefits go beyond brand size.
“70% of the potential ROI from video advertising comes from the creative itself.” - Meta.
So then,
What do you think is the best way to identify and test ad creative?
After generating 235,616 leads and 25,000 booked calls I learned it was social media content.
So when it comes to creating ridiculously successful ad campaigns the power lies in building a brand and using its insights to build better ads.
Here are 13 ways to leverage your social media for better ads.
#1: Audience Size.
According to Data2Decisions, Brand Size is the #1 Profit Multiplier. Social Media Content expands the size of your audience. As it grows, it flows into every item down this list, expands your captive audience, reaches new people, increases conversion rates, and more.
#2: Nurturing & Facilitating The Customer Journey.
85% of your audience will purchase after 90 days. Everyone is at a different place on their buying journey. Maintaining a social media presence allows you to meet these people where they’re at, and build rapport, intimacy, and connect with people that engage with your brand.
#3: Maintain Top Of Mind Awareness.
People will convert, later. But only if they remember you when the time comes. Many leads I acquire come days after I have commented or liked a post – because I was top of mind when they decided to make a decision. Content keeps you top of mind.
#4: Incremental List & Customer Growth.
In marketing speak we refer to this as “unattributed” leads or sales. Because we don’t know where they came from. As you run ads and expand your audience, your social media will grow, and your content will lead to incremental growth in email subscribers, and customers, naturally over time – and you might not realize where it “came” from. The inverse happens as well.
#5: Builds Retargeting Audiences.
The inverse of #4. As you post and grow your audience. You expand the size of your warm audiences that can be retargeted with paid ads. These are the highest converting and highest ROI ads you will run.
#6: Identify & Reach New Customer Segments.
“Content” has a higher chance of reaching new and unique segments. This is due to the fact you can post a new and unique piece of content every single day. Whereas your ads are likely focused around a single (or few) key messages. These pieces of content and segments have additional benefits I will touch on shortly.
#7: Identify High Converting Ads.
Create content, not ads. This is what elite media buyers do to create great ads. Organic content removes the guesswork behind high-converting ads. We leverage the insights and use the top content (or its signals/insights) to build our best ads.
#8: Test Hooks & Messaging.
Because content can remove the guesswork from ad creation – we can use it to test WHAT ads to run. Every post acts as a test that costs $0 in ad spend. We can test hooks, angles, messages, and creative concepts then convert the winners into our best ads.
#9: Tap Into Qualitative Market Insights.
Social media is an infinite resource for research and development. What posts do well and generate engagement? What people say or ask in the comments or DMs. These insights drive decisions. From what ads to create, new things to test, and even future products and offers to create based on consumer demand.
#10: Instant Feedback.
Specific and instant feedback is at your fingertips. Every platform has a unique set of engagement-driven features and tools. Polls, surveys, questions, etc. These allow us instantaneous feedback to drive business decisions.
#11: Overcoming Objections & Message-to-market Fit.
People buy for different reasons. We can’t cover all of these reasons within our ads even if we try. But we can cover all of these reasons through organic content. Our paid ads may bring someone into our world. But it might be a post 4 months from now that connected with someone that led to them buying. From unique message-to-mark fit, and overcoming objections, content fuels performance and compliments our ads.
#12: Establish Market Differentiation.
One of the few remaining unique differentiators (MOAT). Products can be replicated, funnels can be “funnel-hacked.” But your brand builds your credibility and establishes your position in the market in a way your competition cannot easily or quickly replicate.
“A product can be copied by a competitor, a brand is unique.” - Stephen King.
#13: Increase Conversion Rates.
Through observation, we’ve witnessed larger brands perform better than small or non-existent brands (based on social media followings). Think of comparing 2 restaurants or books on Amazon. One has 12 reviews and the other has 42,000 5* reviews – which do you choose? Brand has a similar holistic impact. As the brand and reputation grow conversion rates naturally increase.
Difficult to quantify but research by Les Binet and Peter Field has shown us it’s true.
And my experiences mirror their findings.
So, are you convinced yet?
Imagine this…
The exact same Facebook ad, funnel, and product.
Scenario 1: A new-to-market coach with 12 followers.
Scenario 2: Tony Robbins or Gary Vaynerchuk.
These ads will convert very differently. And it has nothing to do with the ad, the copywriting, the funnel, or even the product/service. It has everything to do with their brand.
Personal brands are built through social media content.
Therefore social media will improve your Facebook Ad performance.
Landon
P.S.
I recently taught my ‘Content To Cash’ system to a friend’s community of email marketers. Where I broke down my 5 step process for turning top-performing posts into winning ads to build your list and sell your courses.
If you’re interested in this private training…