On this week’s Dear Katie, I was asked: Can you take a look at my Facebook Ads funnel? It’s been running for a month now and I’ve gotten 1 appointment, which did not turn into a client.
Oh no! I hate when I get messages like this.
54% of marketers find that Facebook Ads are very effective for generating sales, and it’s concerning that the ads have been running for a month and only one lead was sent during that time.
Facebook strategies can fail for many reasons, so I was very curious to start digging into the person’s funnel to see what was going on.
I have to give you a bit of a background on the funnel because it makes a difference in how you approach a review:
Once I reviewed the funnel, my questions turned to:
What I found was that the person was selling CFO services for $3,000 a month. Most of the target business owners were dental practice owners with over $1 million revenue a year.
We’re finally getting somewhere, and the problem has become a lot clearer.
Even if you have the best lead magnet and targeting on the ad, this strategy likely won’t work well for one simple reason: the offer doesn’t align with their ideal prospect.
Think about it – there is SO much information out there today. High-ticket clients are typically successful business owners who don’t want more information.
What do they want?
They want someone to do it for them.
Just like you – you probably don’t want tips on how to build a website; you want someone to build it for you.
On the other hand, if your ideal prospect is someone who is into DIYing things and wants more information, then this strategy is more effective. For example, maybe you want someone to join your course. In this case, an eBook would align with their needs.
But most firms are looking for clients who do not want to take a DIY approach; they want clients to hire them and pay them well to do what they do best.
Full disclosure here: I have limited information. I’m not the ad account manager and I’m not looking at the email campaigns.
Here’s what I recommend just based on what I’ve seen and been told:
Facebook Ads are more complicated than they seem. There’s a lot that goes into it. Having a good niche is just a starting point. You need to also have a good offer and ensure that you’re aligning your assets with your ideal audience. Plus you need the right system on the backend to nurture the prospect until they show up for the call.
P.S. If you want help installing high-performing Facebook (better known today as Meta) ads, reply to my email with the words “FB ads” and I’ll send over more information.
And, that’s a wrap on this Dear Katie question.
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Now I want to hear from you. Do you have a question?
Until next time, cheers to your success!
Katie
Your offer may not align with your target audience’s needs. High-ticket clients often prefer services over information, so consider adjusting your approach.
Focus on results-oriented messaging. Highlight how your services can save money or improve outcomes, and include social proof and urgency.
Not typically. High-ticket clients usually want to hire someone rather than gather information. Consider directing them to book a call instead.
Ensure your ad targets the right audience by focusing on their specific needs and pain points, and tailor your offer accordingly.
Send them nurturing emails with case studies and testimonials to engage them and encourage them to reconsider booking a call.
Retargeting is crucial. It helps remind potential clients of your services and can include case studies to build trust and encourage action.