how to promote content to drive more sales with facebook ads
TRANSCRIPT
How to Promote Content
to Drive More Sales with
Facebook Ads
By: Aaron Zakowski
Aaron ZakowskiCEO & Founder, Zammo Digital Marketing
I help leading startups accelerate user
acquisition and achieve scale through
Facebook Ads. I have managed over
$1million in Facebook ads generating
over 180,000 leads and signups for
clients such as eBay, InVision, Cuisinart,
Webydo, Treehouse and many more.
A Few Of My Clients
Don’t Sell To Cold Leads
on Facebook
Don’t expect people to take out a credit card
Free Trial Offers and Mobile App Installs
work really well on Facebook
But what if people need a little longer to
learn about your product or service
before they convert?
WARM UPCold Leads First
2-Tier Sales Funnel
1) Promote Awesome Content to Cold Leads
2) Sell Your Product to Warm Leads
Promote Awesome Content
to Cold Leads
• Cookie more prospects for
Retargeting
• Introduce cold leads to
your brand & products
Promote Valuable Content
• Provide value (Helpful but incomplete)
• Prove your expertise
• Build a relationship
• Don’t be overly promotional
What Kinds of Content to Promote
• Blog posts, Ebooks, Videos, Webinars,
Free Downloads
• Content has higher CTR. Make your ads
look like content.
• Create evergreen content
How to Promote Content
on Facebook
Target Lookalike audiences and Interests
(Exclude your Retarget lists)
Campaign Objective =“Clicks to Website”
Bidding
CPM vs CPC
(Test them both)
Placements:Right Column, Mobile and Instagram
Great promoted content should also
generate organic shares which lead to
even more traffic and warm leads
Example: Lewis Howes
SELLTo Warm Leads
Use Retargeting ads to sell to
website visitors
Optimize your retargeting campaign for
“Website Conversions”
Exclude people who have already
converted
Budget Allocation
75% Content Promotion
25% Direct Response sales via retargeting
Summary
1) Don’t sell to cold leads
2) Promote awesome content to cold
leads via Facebook Lookalike Audiences
3) Sell to warm leads with Retargeting
Thank you!Aaron Zakowski
Email: [email protected]
Blog: AaronZakowski.com
Twitter: @AaronZakowski
OR
Download My Free Ebook
www.ZammoDigital.com/ebook