Facebook is ultimately designed to create intent on the back of market research via Data Science
When we can't use DTC principles, it doesn't mean that we still can't use Facebook Ads to scale our business
Here's how you have to think about Facebook in your business
Different business models require the use of different business practices
Often we see difficulties when trying to apply the baked-in Standard Operation Procedures of one business, as a fix to our own unknowns as we grow & develop
The use of Facebook can be pivoted for any biz
The primary objective of any Facebook marketer should be to get the vast majority of their spend out of the Learning Phase
The Learning Phase is Facebook's way of telling you that their internal data science has enough information to do predictive modeling with your ad account
Even in Purchase campaigns
In Conversion campaigns designed to drive repeated and projectable sales
Those sales
Are still only leads
A "purchaser" isn't a "customer"
A Purchase is just the high integrity inflection point
For high-ticket, we just have to shift that point a bit
When trying to make money with Facebook...
It is NOT a good idea to optimize to:
Add to Cart
Initiate Checkout
View Content
or Link Click
- these are parts of the sales funnel
The Funnel ENDS at the beginning of the Customer Journey... in High Ticket, we have more touchpoints
We have to remember that our funnel, relies on users to behave in a predictable fashion
The best way to make these journeys predictable is to maintain the integrity of how users begin them
When we focus on upper funnel events, we create an inherent disruption of that integrity
Facebook is a business amplification tool
If you are successfully generating revenue with your current business, then the easiest way to make Facebook work for you is to use it to amplify what works
When doing High-Ticket, we can focus on these pillars in the customer journey
To unpack how we most reliably make money:
What is the last step before you get paid?
What happens before that step?
How do you get people to take the step that preempts the "getting paid"?
Now we have a few options of where to optimize our Facebook Ads, and what to prioritize
The secret to success is knowing your numbers
Knowing that the Sales Funnel ends
at the beginning of the Customer Journey
With respect to our efforts as front-end marketers with ads:
The sales funnel is ALL ABOUT QUALITY
but the Customer Journey is about QUANTITY
Let's breakdown the math here in an example:
If a Sale is worth $1000
If 1 in 10 sales calls buys, a call is worth $100
If 1 in 10 webinar viewers signs up for a call, a webinar viewer is worth $10
If 1 in 10 webinar signups views the webinar, a webinar signup is worth $1
In the sales funnel, when we drop the quality we can assume that all downstream rates will easily depreciate quickly
HOWEVER
In a Customer Journey
because we already have multiple disqualifying touchpoints
these ratios will tend to shift far less
& that's a massive opportunity
When we scale our business w/ paid media
We will NOT EVER see the FUNNEL metrics
Stay the same
Especially when those metrics were established with a funnel that was developed with a Sales Funnel that did not rely on creating intent
This is essential to know when planning media
It is completely unrealistic for anyone to get these numbers exactly right
But it is essential to have an understanding of them
We need to work towards a projectable goal
We need to understand if we are on track to that goal
We need to be able identify successful progression
For High-Ticket projects
we have to understand that the Facebook Ads side of the funnel has its own costs, much of which we cannot control
but in the Customer Journey, we can absolutely project and measure the impact of our marketing
This information is VITAL
Facebook should never be the primary source, or the only source, of monetizable attention for your business
In order to use Facebook properly, and confidently scale your business... it is vital to look at how it fits into your business model
Think of Ads as a Volume knob
When we run offers where the Facebook Ad CPA is far too high for us to rely on machine learning...
We have to realize that running ads directly to make sales is not an option for use
That doesn't mean we cannot run Ads
We do not need to focus on the end of the Customer Journey
Facebook Ads are far more complex than just driving sales and trying to get a good ROAS
Facebook, like all marketing channels, exists in a complex ecosystem of online and offline touchpoints
We have to be mindful of what work we are truly asking it to do for us
Now go print $$
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