I get asked all the time: “What if we did this?” and it’s usually followed up with “Do you think it’ll work?” or “What are the chances if we changed this?” …
I get it. We want the fastest possible route to success with advertising. It makes total sense. We’re out here spending money looking for more money. We want quick ROI and we want to keep costs low. This is the ideal scenario for a fantastic advertising system. There’s more to it, though.
👉 Let’s tag Tom Haverford in. He’s going to help us out.
Advertising is a system.
Sure, most platforms make it ridiculously easy to promote a post or product. The ease of possibility forces you to believe that the spontaneity is somewhat beneficial to what you’ve got going on with your business.
What if I told you there is a better way?
Shooting from the hip is a bad strategy. It’s always a bad strategy. However, it’s the easiest and most accessible strategy for most sellers. It’s really where most advertising platforms make most of their money. Your money.
They want to make you feel like it’s that easy (…it never is, btw) and the results are always worse when you do something ‘in the moment’ vs. actually planning and building out a system.
Change your advertising spend mindset.
Let’s start with the idea of budget allocation. Of course, it’s so easy for all of us to want to start super small to test if an ad is going to deliver the type(s) of result(s) we have in our mind. This can actually be dangerous, because you may never achieve a required level of statistical significance to actually make a data-driven call on something.
You might end up shoveling out a whole bunch of Abe Lincolns when you probably should have started with Andrew Jackson.
I’m not telling you to forget results. I’m telling you to evaluate your approach with intent far beyond the immediacy.
I’m telling you that you need to have a dollar figure available at all times, based off of your current business model – which you are willing to put towards prospected sales at any given point. I get asked all the time “what do you think I should spend on this ad” and my answer, every single time is the same thing “what do you have set aside?”.
If sellers haven’t set anything aside, then the system is already in flux.
💪 It’s all good though – it’s not too late to fix it.
We operate in an extremely noisy world in eCommerce. The results we want and the effort we’re willing to provide have to measure up. It’s absolutely imperative to realize there needs to be an advertising system in place for your business to grow.
Sure, there is organic growth. Yep, direct brand growth is fantastic too – but anticipatory spend is required to scale. You have to know what you are willing to spend to achieve those KPIs floating around in your head.
Understanding your buyer is crucial.
Man, it’s super easy to throw an ad up nowadays. It’s almost too simple, which makes it feel easy. Trust me, it’s not easy – and if you aren’t already familiar with who your ideal buyer is, this is going to be a tough point to make.
Think about it like this… there is a ‘certain type of person’ out there is buys your stuff. It could be a male. It could be a female. It could be a older gentleman. It could be a young teen girl.
See where I am going with this? Not yet? Okay, let’s get more granular.
It could be a vegetarian female living in Denver. It could be a dude who loves movies living in Nashville. It could be a politically inclined aristocrat who hates Dave Matthews (is that even possible, btw). Whoever it is, it’s somebody. The closer you can get to defining who or whom it is – the better off your ads will be.
Motivating your ideal customer to buy is a cheat code.
What type of stuff do they typically enjoy on Facebook? Where do they live? How often do they engage with ads? How old are they? I could go on and on. Sure, you may not know this stuff – but guess what? It isn’t too late.
It’s time to start digging. It’s time to do some good ole’ market research. It’s time to understand any pain points they are having, a common interest they share, or a blaring need in their space. You then need to project your product(s) directly onto them by entering the conversation at the right time.
Identify the pain point. Speak to the common interest. Fill the need.
Once you’ve got a decent idea of your ideal customer, it’s on!
🙌 You’ve know achieved next level status. You can now do some proper targeting. Nicely done.
Building the right audience, whether it’s through Facebook, specific keyword types on Google or product matching on Amazon – targeting wins. The right audience is out there. Potential customers are shopping (right now) and are willing to buy your stuff if you can get to them. Want to know how to get to them?
That’s right – you have to know your buyer (from the point above) and you have to get their attention.
Build ads that don’t feel like ads.
Once you know enough to start putting your feet in front of each other via ad design, it’s time to start building a plan. It’s time to start gathering creative assets, it’s time to start crafting the right videos, it’s time to start writing to the tone of your prospected buyer. Don’t be cheap on copy. Don’t use crappy graphics. Don’t use stock video.
It’s time to shine, baby. But don’t expect to hit it out of the park on the first try. If you do, I’ve got a job for you waiting 🙂
We recommend crafting multiple different ads and ad formats to reach your prospected buyer. Use different images, different language – all that jazz. You never know what will work unless you try numerous different approaches.
You have to start wide and then narrow it down. There is an art to building good advertisements. Think about it like this, the people you are advertising to are distracted. They are getting ads from other people, too. You have to stand out.
Be smart, test and adapt.
The part of advertising which gets massively overlooked is the data. Sure, some campaigns are going to flop and you’ll feel like you threw away your life savings (…which you wouldn’t feel this way if you properly planned for ad spend earlier – just sayin’).
Review the data. Don’t throw it away. Don’t think just because it didn’t do well, that there isn’t something to take away from it.
When you find an ad that works, double down! You deserve it. The proper course for success happens to include troubling through murky waters. That’s okay. You don’t have to do it alone if you don’t want.
If you need help, reach out to us – we’d be happy to see what you’ve got going on and if possible, suggest a few different ways to do it better.
Remember, if Tom Haverford can figure it out – you can too.