3 Facebook and Instagram Marketing Strategies That Convert : Social Media Examiner

Asking yourself whether ads still work on Facebook and Instagram? Wondering what’s working for other businesses?

In this article, you’ll discover three ad strategies proven to convert on Facebook and Instagram.

3 Facebook and Instagram Marketing Strategies That Convert-Social Media Examiner — *This article was co-created by Allie Bloyd and Michael Stelzner. For more about Allie, scroll to Other Notes From This Episode at the end of this article.*

The Case for Facebook Ads

It’s no secret that Facebook ads and Instagram ads have changed in recent years.

Costs have gone up, targeting has become more complex, and marketers have had to keep up with radical changes to the Facebook Ads Manager.

But Facebook ads and Instagram ads are still highly effective. They’re still the biggest fish in the pond; Facebook alone has around 2 billion daily active users and plenty of ad inventory to sell.

A Facebook ads campaign still delivers what it’s always promised: high return on ad spend and low cost of customer acquisition. But you need the right strategies to tap into this market.

3 Facebook Ads Strategies That Convert

We’ve collected three Facebook ads campaign strategies that will get you results on Facebook or Instagram.

They’re designed to work with the specific ad types and content trends on both platforms but you could also adapt these tactics to use on other social networks.

Some of the strategies require more time, while others are fast but take technical skill. All can be used for any business, in any industry.

Just remember that your return on investment is only as good as your execution. Whichever strategy you choose, you’ll need to put in the effort and expertise to win your audience over.

#1: The 5-Day Challenge Strategy for Facebook and Instagram

A 5-day challenge is a short series of tasks for your audience to complete.

The challenge should be in your area of expertise; for example, a personal trainer could run a 5-day fitness challenge.

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Five days is long enough for people to make a real commitment without demanding too much of their time or investment. Over the 5 days, your participants will learn about your business and by the end of the challenge, they’re ready to become customers.

The most effective challenges are usually free to join. That’s because they have a very high return on investment. If you feel like the content you’re offering is worth more, then consider offering just a small sample as part of the free challenge.

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Particularly Good for…

Challenges work well for any business that has an educational component. That could be anything from learning to cook, practicing mindfulness, or coaching small business owners.

Almost every business has an educational aspect. If you sell products or done-for-you services, you might be wondering what you can teach people. You just need to be creative!

Think about the benefits of your product or service. For example, if you sell vitamin supplements for health, run a 5-day challenge for healthy habits.

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How to Run a 5-Day Challenge

The first step is to use the Facebook Ads Manager to create ads for your challenge.

You can run a 5-day challenge based on purely organic content, but the audience will be smaller. It will be much easier to reach more people with a targeted Facebook ads campaign.

Create lead ads that focus on conversion. Here’s what to include:

Basic contact info, including name, email, and phone number. You’ll use this to remind people about the challenge and follow up with more marketing content.
A private Facebook group. Tell people that most of the content, chatter, and encouragement will come from your private Facebook group. Using the group means that once people have responded to the original ad, you don’t have to keep paying to talk to them.
Benefits. Challenges can be, well, challenging. So remind people of all of the benefits they’ll get from signing up. This also helps lay the groundwork for selling later on.

As soon as someone signs up, you should start communicating. Send them reminders about when the challenge starts. Repeat the invitation to join the Facebook group. Most importantly, start upselling. Encourage them to sign up for an introductory call, more product information, or even a paid tier of the challenge.

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These communications do two things. First, they justify the data you collected by actually providing people with useful reminders and content. Second, they help you make money immediately. You can start gaining revenue or promoting your core offer right away.

During and after the challenge, you need to keep offering value. Share free content, run live events, and build relationships with potential customers by talking to them in the comments. Your goal is to turn every participant into a passionate advocate for your business.

Why It Works

Five-day challenges work because they’re an effective lead-qualifying and lead-nurturing system. Everyone who chooses to sign up is already committed to your brand on some level. Every step of the challenge commits them even more.

Plus, challenges are endlessly reusable. Once you’ve created the Facebook ads and figured out a content schedule, you can repeat the challenge, bringing in new customers each time. Use a platform like HighLevel to sync all your landing pages, communications, and content in one place, and you can automate even further.

So Why Isn’t Everyone Doing It?

Here’s the hard part about 5-day challenges: you have to show up, too.

You have to be in the Facebook group, running livestreams, and replying to comments. You have to be available with advice, encouragement, and expertise.

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You can automate the process as much as possible but there will always be a human element.

That’s why most businesses don’t run challenges back-to-back all the time. Instead, figure out a frequency that you can cope with. A single, well-executed challenge is worth much more than three half-hearted challenges.

#2: The Low-Ticket Tripwire Strategy for Facebook and Instagram

A low-ticket tripwire is a small, inexpensive purchase that introduces a new customer to your marketing funnel and starts the process of cross-selling or upselling to higher-value purchases.

This works something like loss leaders in brick-and-mortar retail. In a loss leader campaign, the store sends out ads for a very cheap version of a product. When people come in looking for that product, then the sales staff are ready to upsell them to a more expensive version.