When I first started using Meta ads, reaching a huge number of people made me think that I was doing a great job. Big numbers easily swayed me and when I ran out of my marketing budget with absolutely ZERO conversions, I realized that selling to everybody - doesn’t work.
Unless, of course, you have a couple of millions to throw at brand recognition ads like big companies do.
Instead, we have to rely on a different approach, so let’s answer the basic question first:
Why do people buy anything?
There are two reasons really:
They are either running from the pain or
They are running toward the desire
So how can we use this?
Get to know your target audience. I know, I know, there is more than one audience you can target, and I am assuming we are being reasonable here and not talking about the whole world.
However instead of testing them all to see which will give us the best results, we can further narrow it down and save our budget by doing some research first.
The simple reason is that it’s much easier to sell to someone already interested in our product.
Jeffrey Gitomer said: “People hate to be sold to… but they love to buy!”
So if you put an appealing offer in front of someone interested, without sounding salesy and desperate for their money - the chances that they’ll buy are much higher.
So how do you conduct effective research?
Unless you are selling something completely new to mankind, you’ll naturally have some competition.
Over time the word “competition” got that negative connotation, but we can use it to improve our business tremendously.
Here is how to use your competition for the greater good.
Go on their website, find reviews, and see what kind of people are generally interested in that product or service.
Get to know the language they are speaking, and the words they are using.
Are they students, retired, or maybe couples?
Our goal is to make them think “Hey, that’s me! This guy gets me!” after seeing the ad we tailored specifically for them.
Feeling understood builds rapport at first sight and increases the chances that this customer will buy from you again. We all have brands we trust, right?
And the world is divided by some epic brand rivalries:
Samsung vs iPhone
Coca-Cola vs Pepsi
Microsoft vs Apple
BMW vs Mercedes
Just to name a few…
The fact is that they love to compete for customers like this because they are the ones getting money.
If you want to get more loyal customers and use Meta ads more efficiently, download our free guide here. If you are more interested in what we can do for you, get in touch.
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