What could be easier, you write an eye-catching post on Facebook about your amazing best selling product. You hit the BOOST button to get it in front of huge numbers of Facebook users, for just a few quid and…… and….. and nothing happens! Your promotion ends, you can see lots of clicks and engagement on your post but you didn’t make any sales… why?
Because you are missing the fundamental tenant of selling to cold audiences online… the fact that 3% of people are ready to buy but 97% are not, and even if they were, they are not ready to buy from you!
You have to nurture trust and knowledge in your product, your business and even possibly yourself, before somebody will make the decision to buy from you online from a Facebook Ad.
It normally takes between 6-9 “touches” with a customer before they are in the “ready to buy” zone and it is your responsibility to get the customer there. Using a Facebook Boost is often just talking to 100% of the audience as if they were the 3% and hoping to convert a sale!!! You may get lucky with some sales but just look at the math, if your audience is 100,000 you are going to be spending advertising pounds on reaching 97,000 people who would never buy from you at this stage and you can’t even identify the 3,000 individuals that may be ready to buy yet! So you are paying to advertise to people who will never buy from you, hence the large cost with no results – even if your cold audience targeting contains your perfect demographic with interests in the sector you are in, you will still NOT be making sales!
Learning to communicate to the wider audience in a way which can lead them on a journey of understanding and positive exposure to your brand and offering is the key to starting an online sales funnel. With this approach you will be able to generate more for your advertising budget and move prospects through the 6-9 touch points in a systematic and measurable way, leading to measurable and predictable sales conversions for the budget allocated.
Making sales online is not hard, it just takes experience and time. It is similar to learning cricket, you can not expect to walk to the crease and hit a six the first time you bat. You need to learn the game, develop a strategy and make sure each ball you hit contributes to the winning score. This is also the secret of selling online, don’t assume one great advert on social media will transform your business, you need to develop sales funnels and conversion techniques over a period of time.
At Social Proof Media we provide the consultancy and services to build your sales funnels, saving you from waisting advertising money on Boosts and driving your online sales growth with an expert strategy.