Today we are talking about video and specifically how to get over your fear of being on camera. We have been talking in the past few weeks about how important video is not only in Facebook Ads but in your business in general. But many women are not brave about hopping in front of the camera.
Today I’m delighted to be joined by my friend and colleague SaCola Lehr. SaCola is known in the online world as a Video Launch Strategist and creator of “From Introverted to Video Powerhouse”, where she helps coaches, consultants, and other online female entrepreneurs bring their words and visions to life by using video.
In this quick video I’ll give you a long and short answer to that. Stick with me to the end, and I’ll give you the sound bite you are waiting for.
My answer, and I know you are not going to want to hear this, is “it depends”
It depends on:
What is your objective?
Get people to a webinar?
Send people to your blog?
Course sign up?
Attend an event?
Drive people into your retail store?
For any and all these objective you need to know your conversion numbers.
How many people will click on your ad (that’s your click thru rate)
Once that person gets to the landing page how many take the action you are asking them to take? (Landing page conversion rate)
Once they opt in, now many will buy what you are offering?
The first campaign that you are doing should be establishing all of these metrics. You know the price of your offer. Now you can back into what you can afford to spend to get a new customer.
Ok ok, but how much should I spend?
Facebook Advertising is not about throwing ads against the wall and hoping for success.
It’s a test and iterate process.
Especially if you want to grow your business – and I’m assuming that’s why you are here.
Think of all the things you can and should be testing.
The more variables you test, the more expensive (but educational) your testing will be.
So let’s lay out a simple strategy.
Test for one week – 7 days. – (It takes Facebook 48 hours for the algorithm to do its job)
Test 5 audiences
Test 2 versions of an ad.
This is already 10 ad-sets, at $5 per day for 7 days. That’s $350.
I rarely test at $5 – it’s too slow and there is not enough data to be reliable. The more data you gather and the faster, the faster can make improvements.
So that initial campaign could be $700.
I usually suggest we start with a budget of $500 at least to establish those important conversion metrics.
If you don’t already know your numbers, this testing period will tell you what your business model can support.
How much can you pay for a new lead?
What is your typical conversion rate from lead to paying customer?
And the most important figure – How much can you pay for a new customer? This is the golden ticket in Paid advertising.
You want to test with a plan, and prepare for the rollout. –
You are NOT throwing a few ads out and watching for the magic. It’s a test and iterate process.
The testing phase it for the purpose of learning as much as you can to prepare you for the rollout process.
What a good strategy should be doing for you
Building your email list with qualified prospects at the minimal cost per lead you can afford
Knowing that your FB Ads campaigns are going to get you 3x 4x 5x your ad budget or more. If you spend $100 (on your ads) to ultimately make $300, $400 or $500 wouldn’t you do that all day long? If you can 10x your ad budget back, wouldn’t that be the golden ticket to ongoing, reliable, predictable revenue…who doesn’t what that?
So. Can you spend $5 per day on FB ads? Yes, If you want to grow at a snails pace. I don’t. And none of my clients do.
And that magic number “how much do I have to spend”To be in growth mode and strategic, I would say $350-$700 for your first campaign.
So, if you ARE at that stage of your business and are looking for exponential growth, I’d love to help you.
Video is so important for your business, especially on Facebook, that I’m going to be doing a 2-part series. How is it important, you ask?
Facebook is favoring video posts in the newsfeed – so you will get more reach! A little background: FB wants to be more personal, engaging immediate and in the past year has placed a huge emphasis on video. In fact, Facebook is going after Youtube and will create its own TV channels.
But a few more points that are relevant to your business. The cost to advertise with video ads is lower because you will get more reach for your dollar of ad spend. More eyeballs! Your responses, click thru’s and conversions will be higher. I just convinced one of my clients to test a video ad to some of her proven audiences and the click through rates were double and the cost per click were less than half of her controls. We had a winner!
Here are just a few tips for your video creation:
Make it short. Wistia, (a video hosting platform), data showed that on average, people watch more than 80% of a video shorter than 30 seconds. I recommend no more than a minute for max viewing time.
Add captions: According to Facebook, captioned video ads increase video viewing times by 12%. Another study showed that 41% of videos were meaning less with out sound. Don’t be that guy.
Run videos that have done well elsewhere – your website or blog
So NOW is the time to start using video in your Facebook ads.
Once you have someone on your email list, or liking your Facebook page, or in your Facebook group, it’s easy to think you’ve “got them”. Meaning, they already know about you, and don’t need to hear about your newest offers or see your ads. Not true! You warm audience is the most important piece of your marketing strategy.