If you've ever found yourself pondering how to stretch a $1,000 monthly ad budget to its maximum potential, you're in the right place. Imagine you're running a high-ticket service business, and you want every dollar to count.
The big question: Should you spend your precious ad dollars on Google or Meta (Facebook and Instagram)?
Spoiler alert – my vote is for Meta, and here's a play-by-play guide to show you why and how.
Before diving into the steps, let's understand why Meta (Facebook and Instagram) may be the better option.
If you're in a high-ticket service sector, competition on Google can drive costs per click (CPC) sky-high, sometimes reaching $20, $30, or even more per click. With $1,000 a month, that only gets you about 50 clicks.
On the other hand, Meta offers a unique framework that lets you build brand awareness and generate leads more cost-effectively.
First things first. Divide your $1,000 budget into two main categories:
1. Brand Awareness (10-15%)
Purpose: Think of this as the "billboard strategy." This small portion of your budget keeps your brand in front of potential customers consistently.
Investment: $100 - $150 per month.
2. Lead Generation (85-90%)
Purpose: Directly target potential leads and funnel them into your sales process.
Investment: $850 - $900 per month.
So, let's start with step one of our social media advertising strategy: Brand Awareness.
1. Create Engaging Content
Video Content: Grab your smartphone and shoot a video showcasing your expertise, behind-the-scenes moments, or customer testimonials. No need for a big production – authenticity wins.
Posts: Use visuals that best represent your brand.
2. Run Brand Awareness Campaigns:
Objective: Aim for video views, engagement, and reach.
Execution: Set up a campaign on Meta (Facebook and Instagram) targeting users likely to be interested in your services.
Optimization: Over time, track the metrics like video views, engagement rate, and reach to see what resonates with your audience.
Key Takeaway: This phase builds a recognisable brand presence, much like billboards on the highway.
Moving on to step two of our strategy: Lead Generation.
1. Create Compelling Copy:
Messaging: Make sure your ad copy directly addresses your target audience's pain points and speaks to the benefits of your service.
Consistency: Use the same messaging and tone as your brand awareness ads to maintain a cohesive strategy.
2. Choose Your Campaign Type:
On-App Lead Form: Meta's lead generation forms allow users to submit their information without leaving the platform.
Website Conversion: Drive traffic directly to your website for conversions.
3. Optimize for Performance:
Monitor: Regularly check the performance metrics such as cost per lead (CPL), click-through rate (CTR), and conversion rates.
Adjust: Be ready to tweak your campaigns based on what data shows is working well.
Key Takeaway: A unified message across both awareness and lead generation campaigns boosts your brand’s credibility and increases conversion rates.
The genius here is combining these two campaign types to create a seamless experience for the user. Start them on the awareness journey and slowly guide them toward becoming a lead.
Key Takeaway: Combining brand awareness with lead generation builds a solid, multi-touchpoint strategy that’s more likely to capture and convert leads.
Finally the key to a successful advertising strategy is continuous improvement.
Key Takeaway: Your strategy should be dynamic, evolving with insights from ongoing campaigns.
Remember, every big brand you see today started small. Just because you’re beginning with a $1,000 budget doesn’t mean you can’t make substantial waves.
Use these steps to make every dollar work harder, smarter, and more efficiently for your high-ticket service.
You've got this. And remember, as I always say, you're only one shift away from the breakthrough you've been looking for.