The Ultimate Guide to Getting Your Facebook Ads to Work

Who is this for?

This is for all the entrepreneurs who are taking advantage of today’s technology to build their ecommerce brand with facebook ads, and who believe in making a positive impact on the world.

The meditators, yogis, optimists, and/or kind-hearted people who truly seek out a way to do good in the world.

The world needs you, and we need you making REAL money so that your positive impact can be greater than you could have ever imagined.

This is for you.

Who am I?

I’m an Ex-NASA scientist and Co-founder of Love + Light Social, the World’s First Facebook Ad Agency Exclusively for Conscious Entrepreneurs building Ecommerce Brands.

I was born in Mexico, raised in South Texas, and got my street MBA while living in my car and brushing my teeth at gas stations in Austin, Texas.

Now, I’m married to Idia, the love of my life, my business partner, and mother of my fur child Luna, the labradoodle pup. 🙂

I’ve had the the privilege of helping ethical, sustainable, and mission-driven entrepreneurs:

* Increase their online revenue by 15x in 8 months.

* Quadruple their website conversion rates.

* And double their revenue from Facebook ads in 60 days.

Throughout my work, my team and I have developed The IMPACT Method, The World’s #1 System For Growing Online Sales for ethical, sustainable, and Mission-driven Brands.

And today, you’ll be learning how to get your Facebook™ Ads to work so you can reach the masses, grow your empire, and change the world.

Let’s dive right in!

Why Facebook?

Why Facebook vs. Google Adwords, or billboards, or radio, or magazines, or anything else.

Simple.

Cost.

Facebook is the cheapest and fastest way to find and acquire your customers in a predictable, scalable way.

But not for long.

See, this has happened before and will happen again.

When Google Adwords first launched, you could advertise for pennies on the dollar.

According to Statista, in 2017 Google made 95.38 BILLION dollars in ad revenue compared to 0.07 Billion in 2001.

Now, in 2017 Facebook brought in $12.68 Billion in ad revenue in the US.

That’s 7.5 times less revenue than Google, or about as much revenue as Google brought in back in 2006.

Imagine if you had taken advantage of Google Adwords 12 years ago!

Back in 2006 when it was SO CHEAP to drive traffic and sell out your products.

You can do that right now with Facebook!

It’ll be another 5 years (and for some of you less than 1) before advertising on Facebook gets as competitive as Google so the clock is ticking.

Ecommerce: A Brief History.

1995, Jeff Bezos sells the first book through Amazon.com.

1995, eBay launches in San Jose.

1996, Walmart and Sam’s Club launch online stores.

1999, Overstock launches in Midvale Utah.

1999, Alibaba launches in Hangzhou, China.

1999, Zappos starts selling shoes online.

1999, Nike gets into ecommerce.

2002, Wayfair begins selling home goods online.

2004, Blinds.com starts selling blinds online.

2005, Etsy Marketplace goes live.

2005, Zazzle personalized gift marketplace launches.

2007, Staples launches the office supply industry’s first online catalog for contract customers.

2008, RMS Beauty launches their non-toxic beauty brand.

2010, Glossier launches their skincare brand for millenials.

2010, Boom by Cindy Joseph launches their pro-age makeup line for baby boomers.

2011, Macy’s begins offering international shipping to more than 100 countries.

2011, Home Depot offers the ability to buy online.

2011, Target launches its own ecommerce store.

2011, Teespring starts selling shirts online.

2013, Flat Tummy Co starts selling teas, shakes, and lollipops to help with bloating.

2015, Ashley Furniture launches online.

2017, The Queen Pegasus starts helping ladies get magically long eyelashes.

Do you see the patterns in the timeline?

There are 4 main patterns I want to draw your attention to.

Pattern #1: Marketplaces

The first ecommerce companies like Amazon, Alibaba, and eBay are all marketplaces, meaning they don’t sell anything themselves.

They are a place or an online market for people to sell their products.

Pattern #2: Product Niche

The second type of ecommerce companies to emerge are “product niche” companies.

Zappos – product niche: shoes.

Wayfair – product niche: home goods and furniture.

Blinds.com – product niche: blinds.

Pattern #3: Retail Brands

The third type of ecommerce store to emerge are “retail brands.”

Retailers like Nike, Staples, Home Depot who are already well known and have a customer base start coming online.

Pattern #4: Mission-Driven Brands

The fourth type of ecommerce store is the “Mission-Driven Brand”

Brands like RMS beauty, Boom by Cindy Joseph, Pact Apparel, and 4Ocean are examples.

What is a Mission-driven Brand?

Let’s break it down.

A brand is what your customers say about you, how they remember you, and the reason they buy from you.

A mission is an important assignment or thing that needs to get done — like saving the ocean from plastic, purifying our cosmetic and personal care products, and creating sustainable products ethically.

So a Mission-driven brand is a business that a group of people with a shared interest remember because of the important things they are getting done.

See, unlike retail brands (Nike, Macy’s, …), when a Mission-driven Brand launches online, they don’t have any recognition yet, no customer base, nothing…

Some of them start with an audience (Insta followers, Facebook groups, email lists, blog readers, Youtube Subscribers …), but usually no past customers.

Why is this important?

Because the landscape has DRASTICALLY changed.

I’ve met people (more than I’d like to admit) who are trying to build an online marketplace, a general online store that sells everything for everyone not realizing that they are competing against giants like Amazon, Target, eBay, Walmart, …

And competing with them isn’t going to fly because they have up to 20 years of a head start!

If you’re out there trying to build a product niche brand (meaning you sell organic acne skincare, or natural haircare, or non-toxic beauty products) make ABSOLUTELY sure that you think about why people would keep coming to you when Sally’s Beauty, Sephora, Macy’s or some other massive retailer creates a “generic” version of the product you sell.

Or that isn’t going to end nicely for you either.

Look, here’s what you have to understand:

Times have changed.

There’s more competition than ever, and it’s easier than ever for ANYONE to create a new product and sell it online.

With the help of technology like shopify, facebook, and google, the market moves FASTER than ever.

And your brand needs to be more than just a product or a product line.

Your brand needs to be on a MISSION.

And, you need to be leading the conversation on how people can join you on the mission.

See chances are, you started your brand for a reason. It probably wasn’t to make money — although we both know that money is a critical part of running a business.

All that mission-driven brands do is is communicate that reason, and allow people to contribute to the mission through purchasing their products.

Examples of Mission-Driven Brands:

Boom by Cindy Joseph

Mission: To help baby boomers embrace their age, and look beautiful.

Products: Organic makeup & Skincare

Reason to remember: Cindy Joseph is a 60 year old supermodel who embraces her age, doesn’t dye her hair, and built a line of organic cosmetics for you.

RMS Beauty

Mission: To help women protect themselves from toxic chemicals and claim their right to healthy beauty.

Products: Organic cosmetics

Reason to remember: Rose-Marie Swift has been a makeup artist for over 35 years. Her work has been featured on Vogue, Glamour, and Elle. When she fell ill because of the toxins in the makeup she was using and working with she learned that cosmetics contain heavy metals that could cause serious health issues, so she started a line of organic color cosmetics for YOU.

4Ocean

Mission: Stop the 16 Billion pounds of plastic that enter the ocean every year

Products: Bracelets made out of recycled plastic

Reason to remember: 2 surfers devastated by the amount of plastic in the oceans are doing something about it, and you can too.

See the pattern?

Okay one more.

Pact Apparel

Mission: Fair trade organic cotton clothing at a fair price.

Products: Organic cotton basics and undergarments for men and women.

Reason to remember: “We believe in individuals and the collective power of conscious consuming. When we ask questions like “who made my clothes” and “what are they made from” we become more aware of the impact of our shopping decisions. At Pact, you can feel confident knowing we value kindness towards humans, planet and clothing that’s as comfortable as being yourself.”

Can you see it now?

See, back in the day the REASON why people remembered an ecommerce store is because they thought it was more convenient to buy online than to drive down the store to get what they needed.

But nowadays people can get ANYTHING they need online and probably get it with 2 day shipping.

So unless you can teleport your product into your customers’ hands, or you have a budget as big as Amazon’s, then your customers won’t remember you for how convenient you are.

Instead, today’s successful ecommerce brands are on a MISSION giving customers a very specific reason to remember the brand and contribute to the cause.

The reason is not convenience.

The reason is your mission as told through a story — like why the founder started the company.

Let me repeat that.

The REASON people will become your raving fans is your mission, the story you tell about your mission, and the ways in which you allow your customer to contribute to the mission.

 

Make sense?

The #1 mistake to avoid when selling products on Facebook.

The number 1 mistake that I’ve seen after auditing hundreds of facebook ad accounts is leading with a direct response marketing strategy instead of a social one.

Think about the last ad you saw on a billboard, radio, TV, or magazines…

Did it have an offer in it like, “BUY NOW,” “CALL US TODAY,” “GET OFF ON THE NEXT EXIT.”

I bet it did.

That’s called direct response marketing.

Meaning the ads entire purpose is to get an immediate action from you.

This kind of marketing works. Heck, it even works on Facebook.

BUT.

Facebook is a social platform, and it rewards ENGAGEMENT.

Clicks are good, but comments are better, and shares are GREAT.

Facebook loves when your ads get ENGAGEMENT, meaning people are clicking, commenting, AND sharing.

When it comes to digital, direct response ads are made to get clicks: “Click here,” “Shop Now,” or  “Sign Up.”

See, when people come to Facebook, they don’t come to SHOP NOW.

They come to chat with their friends, stalk people’s profiles, and like cat videos.

They like, comment and share STORIES: a wedding, a baby born, a success, an inspiring tale, or a tragedy.

They don’t like, comment, and share direct response ads asking them to BUY NOW.

Just like you don’t reach for your smartphone to dial the number of that lawyer you saw on a billboard.

Because why would you?

You’re in the car to drive, not to buy.

So it’s the same thing on Facebook.

People are there to be social, not to shop.

That doesn’t mean they won’t shop, because they absolutely will.

It just means that direct response marketing alone is not the best way to sell your products on Facebook.

What is the best way to sell products on Facebook?

We call it the IMPACT Method.

The IMPACT Method

The IMPACT Method is a step-by-step methodology that leverages the power of authentic advertising strategies, Facebook, and ecommerce to generate sales and create a positive impact in the world.

The entire process is customer focused, value-based, and market tested.

The I stands for Immediately ROI

The M stands for Mitigate Risk.

The P stands for Polish Your Marketing Assets.

The A stands for Attract New Customers.

The C stands for Conversion-Optimize Your Website

The T stands for Thrive & build your Tribe.

Step 1: Immediate ROI

Look, if you have an infinite budget you can skip this step.

Otherwise, you want to make sure your Facebook Ads are immediately profitable, drive traffic, and get you customers.

What you have to understand is that there are different kinds of audiences you can target with your Facebook Ads.

You can target people who have never met you, people who landed on your website homepage, people who added to cart but didn’t purchase, or you can target past customers.

Someone who has added to cart but didn’t purchase is way more likely to purchase than someone who has never heard of you.

Would you agree?

So the way you can start seeing an immediate return on your ad spend is by focusing your facebook ads on the groups of people who have showed the GREATEST intent to purchase.

The people who are furthest along in their customer journey.

If you have a limited budget, this is the best way to start generating sales!

Obviously, the more traffic your website has already the more successful this strategy will be, but even if you have no traffic.

You’ll want to set up these ads first, because when you start driving “cold” traffic to your site…

Meaning people who have never met you visit your site…

You’ll want to make sure you have the ads in place to follow-up and remind them to purchase.

Step 2: Mitigate Risk

Some people think entrepreneurs are CRAZY.

That we take crazy financial risks.


But look, you and I both know that we may take risks, but those risks are calculated.

In this step of the IMPACT method, we focus on mitigating the risk that your customers won’t listen, won’t click, or won’t buy from you.

What if one of your best friends rang your doorbell today and said,

“Listen, I need your help. My mom is sick, and I’m afraid she’s going to pass within the next few months. I’m moving back home to spend as much time as possible with her.

The problem is that I’ve been building my organic beauty brand and it’s TAKING OFF.


We’re at $100k months and I NEED someone to man the ship while I’m gone.

If you come in and man the ship while I’m gone I’ll make you a 50% owner of the company.”

Would you take the offer?

I bet you would.

Or at the very least you would consider it.

Now, imagine that your friend made you this offer in a language you don’t understand.

Like he was speaking penguin, or whale, or something crazy.

Would you even consider the offer?

Of course not!

You’d just think he was crazy, and maybe you’d try to find him some help because he’s your friend.

Look, lots of brands out there today are making some damn good offers to their customers, but they’re speaking in a language their customer doesn’t understand.

So it’s no surprise the customer doesn’t click on the ad, or if they click they land on the website, and bounce.

See, the way you mitigate the risk that your customer’s won’t listen to your offer or buy is by taking the time to learn their language so you can make your offer in a way that compels them to buy or at least consider it.

So how do you learn your customers’ language?

Easy.

You talk to them.

Yes, you’ll be surprised at how simple the IMPACT method is.

It’s really not rocket science — seriously, I studied rocket science and worked at NASA so take my word for it.

Anyway…

Just talk to your customers.

Send them a survey, an email, call them up on the phone.

Ask them questions and record their answers.

Learn their language from their answers and use it to communicate your product’s offer in a way that makes sense to them.

It’s really that easy.

Step 3: Polish Marketing Assets

What are your marketing assets?

Your video & image creative, content, and website/ad copy.

Now that we have your customers language we want to polish ALL of your marketing assets so that they present your brand, your products, and your offers in a way that makes sense to your customers.

The key assets we need to successfully advertise on Facebook are:

  • Brand Video
    • Founder video
    • Celebrity endorsement
    • Product demonstration
    • Customer testimonial
  • Engaging Content
    • Blog posts
    • Quizzes
    • Ebooks
  • Image Creative
    • Photos of real people benefiting from your product
      • These people must be of the same/similar age range as your customer

 

Now here’s the #1 mistake to avoid when it comes to polishing your marketing assets and creating your content ESPECIALLY for Facebook…

Over-selling.

When every single post, ad, and message you share with your audience is a “Buy Now,” or a “Just released this month’s collection,” or “Check out our new [insert your product name here]…”

You will sound like that friend who only calls you when they need something.

One too many calls and you’ll stop answering.

Wouldn’t you agree?

Makes perfect sense in person, but for some reason as soon as we go online, many brands think it’s okay to push products, promotions, and offers in EVERY single one of their posts, and every single ad on Facebook.

Then they wonder why people won’t buy.

Because they’ve become like that friend who only calls when they need something!

It just doesn’t work.

You know what does?

Adding value, engaging people, inspiring and uplifting people.

Building real relationship with your audience through story-telling and authentic communication.

The only reason why brands don’t do it is because they get lazy.

I’m no exception.

You think I enjoy sitting here for hours writing this message to you?

I do actually, but I’ll tell you, getting myself here will sometimes feel like getting to the yoga mat when I’m sleepy, tired, or just plain don’t want to.

See, I know exercise is good for me, but being lazy just feels better in the short-term.

Long-term, I’d just get fat and out of shape.

Don’t let your brand get fat and out of shape.

Create valuable content.

Engage your audience.

And then pitch your product, your offering, and your new collections.

Step 4: Attract New Customers

Here’s the thing with Facebook…

It’s not a marketplace like Amazon, Wholefoods, or the farmer’s market.

It’s more like a park.

A place where people come together for a fun time with their friends or their family.

To toss the frisbee with their dog.

And you can probably agree with me when I say selling at a park is nothing like selling at a marketplace.

At a marketplace you can just set up a little granola stand, and people will come to buy it.

Have you ever had someone walk up to you and h and you a flyer while you were walking?

Did you take it?

Maybe you did, just to be polite…

But I bet you tossed it in the first trash can you saw.

Now have you ever seen those street performers?

You know the ones that hang out in parks, and do flips over each other, dance, play music, or do something INTERESTING and ENTERTAINING…

You know the ones that get surrounded by a crowd of people who cheer them and record them for all their friends to see.


Well those street performers aren’t out there just to put on a show.

They need to make a living too!

But they don’t walk up to you with a flyer.

They ATTRACT you with an INTERESTING and ENTERTAINING performance.

The best ones will engage the audience, and make them a part of the show.

And by the end of it, when people are cheering, and everyone’s excited…

What happens?

PEOPLE PAY THEM.

Not because they asked, but because they put on a show, and they asked.

See, Facebook is a GIANT PARK.

And your brand needs to start putting on a performance to ATTRACT customers instead of walking up to them with flyers promoting your products.

How do you do that?

Video.

Use video to tell your brand story and engage your customers in the reason they should buy from you.

We like to use founder videos for this because most of the conscious entrepreneurs we work with have a real REASON why they are building their brand.

Maybe you were sick, and healed yourself with organic products.

Or maybe you were inspired by your kids to create something, and other mom’s or dad’s could appreciate you for it.

Or maybe you just see something that needs to change in the world like saving the sharks, or cleaning up our oceans, and you would do EVERYTHING possible to help.

Maybe you just saw a REAL problem, and solved it.

Whatever it is.

Tell your story!

Attract your customers, engage them, and then, make your sale.

Step 5: Conversion-Optimize Your Website

I met a man the other day who told me he hired a web design agency to build him a BEAUTIFUL website.

And the website was actually BEAUTIFUL – the design agency did a great job.

Here’s the thing.

The site was converting at .38%…

According to a study conducted by Word Stream, the median website conversion rate for ecommerce is 2.5%

Meaning this gentleman here was paying 15 times more for a sale than he could be.

In other words, he could spend $66 on a website converting at 2.5% OR he could spend $1000 on a website converting at .38% and get EXACTLY the same amount of purchases.

Now this man wanted our agency to drive traffic to his website, and I advised him on the fact that driving traffic before optimizing his website would be a BIG MISTAKE because it would cost him 15 times as much to acquire a customer.

See, driving traffic to a website that’s not converting is like pouring water into a leaky bucket.

And paying a professional to design a beautiful website is like painting the leaky bucket with bright colors…

It still won’t get the job done.

Optimize your website to convert at least at 2.5% and aim for 10% or higher.

The way you do that is easy.

Simply focus on the key steps your customer must take to complete a purchase.

  1. Home page
  2. Collections or product page
  3. Add product to cart
  4. Visit cart page
  5. Initiate Checkout
  6. Purchase

Each one of these steps is critical!

Calculate how many people are dropping off at each stage.

Here are the targets you want to focus on hitting:

From homepage to product views: 40%

From Homepage to add to cart: 14.5%

From Homepage to purchase: 2.5%

Obviously if you can do better, then go for it!

But this is the bare minimum, believe me, I’ve seen much higher conversion rates for ecommerce websites so make sure you’re hitting these numbers before you keep paying for traffic to your site.

 

Step 6: Thrive and Build Your Tribe

Building a Facebook group is as important if not MORE important than building an email list!

Let me ask you something…

What’s the most important part of your business?

Did you say your product?

Did you say your brand?

Both of those are important, but nothing is more important than your customer.

With the creation of the internet, and the emergence of ecommerce titans like Amazon and eBay, people can buy almost ANY product they want or need at the click of a button.

But what they can’t buy is the feeling of being connected to other people.

The feeling of being connected to others is that feeling you get when you’re having thanksgiving dinner with your family.

Or when you’re hanging out with some friends at an event.

The feeling of being connected has recently become SUPER valuable, and has resulted in an explosion in the number of Facebook groups.

According to Wordstream, there are now more than 100 million facebook users that are a part of a Facebook group.

Add to that the fact that in 2018, Zuckerberg and his team have deprioritized the visibility of your business page’s content and prioritized the content coming from Facebook groups…

And growing a Facebook group is now more or at least as important as building an email list.

Like an email list, a group is an asset that will allow you to communicate, share updates, and promote your brand.

Unlike an email list, it allows you to ENGAGE and add value to your customers in a conversation that will keep you top of mind and generate sales for you.

So if you’re serious about growing your brand you NEED to be building & nurturing your tribe through a Facebook group.

 

Call to Arms

If you could take away just one thought from this entire book, it’s this:

Make a positive IMPACT in the world.

Don’t just go out there trying to sell your product.

Give back, add value, engage your audience…

Focus on people. Not on you, or your products, or your brand.

Make serving your people your priority, and make a positive IMPACT in the world because the world NEEDS more ethical, sustainable, and mission-driven entrepreneurs like you.

And Facebook will reward your brand with traffic, sales, loyal followers and fans for life.

How to Get Your Facebook Ads to Work

  1. Implement the information you learned in this post.
  2. Share this post with your team, and/or other mission-driven entrepreneurs who can benefit from it.
  3. Request a Free Facebook Audit — Facebook Audits are time intensive, but we make time for a few of them a week because we know that if we can just get your ads to work, more people would benefit from your brand and the world would be just a little bit better.

 

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