At the time of writing, Facebook is the largest social network out there. This means that there’s a HUGE opportunity to connect with backers on the platform.
Everyone thinks that advertising is a one-click solution (no pun intended). You’ll pour some money into advertisements and instantly get more backers. That’s not true.
Initially, many entrepreneurs and small business owners lose money on Facebook and other advertising platforms.
Whether it’s their targeting or actual advertisement, they don’t know what it takes to convert clicks into customers.
There’s a strategy for creating high converting advertisements. I hope some of these tips get you started on the right path!
1. Your targeting is what matters MOST. Be as specific as possible.
The more specific that you get with your targeting, the better off you’ll be.
You don’t just need clicks or visits to your Kickstarter campaign. You need the RIGHT people to visit your campaign. This starts with targeting. The more targeted your advertisements, the more relevant your message will be to the audience.
It’s your job to understand WHO your ideal customer is. The more you nail down that customer archetype, the sooner you’ll start seeing a good ROI on your advertising efforts.
2. You MUST create a
Okay, well you don’t have to, but it’s going to significantly improve the performance of your advertising strategy.
When you put a on your website, you’re instantly going to be able to track your website visitors. You’ll be able to target custom audiences or re-target people who have viewed certain pages. You’ll even be able to create lookalike audiences that match these individuals.
The Facebook Pixel also allows you to track conversions. You can see how much it costs you to acquire an email address, a purchase on your website, or increase some other kind of metric.
3. Advertise to a Custom Audience
When the idea of advertising to “my own fans” or “my own list” first came up, I was like…huh?
Why would I pay to advertise to individuals who I already have a connection with? I shouldn’t have to pay to reach them!
But, this isn’t a business mindset. All that matters in business is the ROI.
If you spend $500 to reach a group of your fans, and you end up generating $2,500 in profit, then it’s a good business decision.
You can create a Custom Audience by uploading an email list, targeting individuals who have visited your website or specific pages, or users who are active in your app or game.
Put ego aside and take a second to learn a bit about Custom Audiences.
4. Make a Lookalike Audience
This is arguable one of the most powerful Facebook advertising features out there. Facebook can take the data that you have on your existing customers and create a lookalike audience that is similar to your backers or customers.
They’ll take into account variables like location, age, gender, and interests. You can create a lookalike audience from a Facebook page, custom audience, or a conversion tracking pixel.
The reason that a lookalike audience is SO powerful is that when your advertisements are more relevant to the targeted Facebook users, it will increase conversions and you won’t be wasting money.
Remember, the name of the game is accurate targeting. Lookalike audiences help you target the backers who care most about your company, project, or campaign.
5. Retarget Your Website Visitors
Not only can you create a custom audience, but you can also advertise to potential backers who have visited your website!
Maybe they checked out your website, but didn’t have a chance to subscribe to your email list or check out your campaign. You can re-engage those visitors with relevant Facebook ads.
Since they’re already are familiar with your site and what you’re doing, they’re far more likely to engage with your ads. Maybe they just simply forgot to pledge to your Kickstarter campaign. Now, you’ll have the chance to remind them, rather than losing their pledge forever.
6. Invest in Learning About Marketing
Facebook advertising isn’t going to be a “silver bullet” technique. You’re going to have to spend some time learning about the Facebook advertising system and how to use it most effectively.
If you’d like to learn more about using Facebook ads to smash your Kickstarter campaign, check out the podcast episode I did on Facebook advertising or you can look into Bryce’s online course, Seven Figure Funding, which breaks down how he raised $1.3 million on Kickstarter by using Facebook.
Don’t forget that when you learn the steps to MASTER Facebook advertising, you’ll also be able to apply this knowledge to your ecommerce or creative business once your Kickstarter campaign has finished.
Good luck!
