Today, we’re sharing how to earn more money from the Facebook ATM by getting all up in sales retargeting.
As you might already know, the StrADegy system involves three phases:
Connect -> Commit -> Close
Or, in layman’s terms, branding -> lead generation -> sales retargeting.
That means yes, today we’re starting at . . . the end. We’re doing this puppy in reverse.
Say whaaaaat, Bond?
Most people think that to sell something, they first need an audience . . . but that’s like inviting a bunch of people over for a party and then asking, “What do you want me to make for dinner?” You need to get your menu (i.e., your offer) right first!
Even though Close (i.e. sales retargeting) is the third phase in the StrADegy model, when it comes to actually implementing and running ads, it’s where you need to begin.
Think about it this way. Your sales funnel is like a bucket. If that bucket is leaky, when you pour water into it and then walk ten steps, half of the water’s gonna be gone. <— The water in this analogy is leads, of course, but also tears. 😭
So you’re losing out on opportunity because you’re not plugging the holes of your leaky bucket.
The Close phase is all about plugging that leaky, lead-losing bucket. That is the sole purpose of sales retargeting.
And you do that in two ways: first, by making sure you have a scalable, sellable offer, then using sales retargeting to get the greatest possible number of humans hitting your sales page to make purchase decisions.
💥 Boom 💥
We’ll talk details on those two pieces in a second—but first, a little more on why it’s crucial to start with the Close phase.
Why Start with The End in Mind: Sales Retargeting
Like I mentioned, The StrADegy System has three phases: Connect. Commit. Close. That’s the order in which your customers are interacting with you—but it’s not the order you’re going to follow when building your Facebook ads strategy.
Listen, you’re already spending money (or time or effort) bringing people to your sales page. Wouldn’t you want to make sure you’re getting the biggest bang for your buck in the process?
More revenue = more ad spend.
More ad spend = more fuel for the system.
And more fuel for the system becomes a beautifully predictable machine that turns your digital attention into revenue (on autopilot) all thanks to Facebook ads.
More revenue -> more leads -> more revenue -> and on and on till the cows come home. Focusing on sales retargeting ads in the Close phase first fuels your entire ads ecosystem, giving you more revenue to allocate to future growth. It means you have a business on your hands, not a really expensive hobby.
It also means you’ll have money to put into the Connect phase, audience growth, and overall branding over the long term, which enhances the predictability and stability of the whole system. The more success you have with this system, the more that success perpetuates itself.
Get Your Offer Right
And now that you’re all like, “Truck yeah, Bond. I’m in. Let’s scale this B!”
It’s time to pump the brakes.
You have to have the pieces in place before you can start building this beautiful city on a hill.
If you’re gonna get to creating your sales retargeting ads… First, you need to make sure your offer is something people give an ish about. Like, obvs.
If you’re not solving a problem, if your product or service doesn’t have an outcome that people want, you’ll never be able to use Facebook ads to sell it regardless of how good your retargeting ads are.
You you can’t fix what’s broken in your sales process with Facebook ads. You can only amplify it.
So if your sales process doesn’t work, running Close ads is just going to make things worse. If you don’t implement the Close phase successfully, you’re just gonna end up putting more money in that Facebook ATM, and instead of churning out crisp hundies, that machine is going to be spitting out receipts with error messages on them. All freakin’ day.
It’s Not About Having Fun
And you know I’m all about that yacht life, party on Necker Island with Richard Branson kind of fun. (That’s a story for another day.)
You need to start with Close, but unfortunately, people mess up the order of operations. All. The. Time.
It’s a mindset thing. “But, Bond… It just feels weird to start with sales retargeting! I mean, I gotta build a list and warm ’em up…!”
Why sales retargeting and implementing the Close phase first is hard is because it requires you to stop playing around. You can amplify a post and hit the boost button all day and think that you’re having success, and building momentum, because of metrics like engagement, comments, reactions, shares, and clicks.
It’s just more fun to play with making ads in the Connect phase—the ones that get clicks, and comments, and shares, and alllll the engagement. It’s way chiller to click around a bunch, and put together a branding offer with a pretty little bow on it . . . but if what you’re putting out there isn’t working (i.e., it ain’t making you bank), it’s not going to do you any good for your bottom line.
In fact, I had this very conversation with a client last night sitting at a table overlooking the ocean in Kona-Kailua. [Client] you’re NOT allowed to spend any-more-dang-money on your freaking branding and warming people up. If you don’t have a sequence to sell people on your -ish after they come into your world via engagement… NO ADS FOR YOU!
You need to first focus on actually having a sellable, scalable offer. Like, one that doesn’t require you to slave away at your computer the moment a sales transaction comes through. (Yes, service providers . . . I’m looking at YOU!)
A lot of people do have offers that are sellable—that gives their customers the transformation or results they’re looking for. But a lot of these folks shy away from the Close phase and launching their sales retargeting ads when it comes to Facebook ads because it requires them to take a good hard look at their business and come to terms with a basic fact:
“Oh man, my offer is solid, but I actually don’t have a business that’s scalable.”
Want an example? A service provider trying to scale their graphic design offering by running Facebook ads . . . but they only have room for two more clients at any given time. WHY ARE YOU RUNNING FACEBOOK ADS?
It’s important to have systems that can fulfill new demand for your offer, whether it’s Tuesday afternoon at the office and you’re in front of the computer, or Sunday afternoon brunch with your family on Mother’s Day. (You did take your mom out for Mother’s Day, right?)
So make sure your offer is great, AND that you can actually deal with the new clients/customers your Facebook ads might bring in. And if not, you need to fix your -ish.
I see so much of this out there:
Presell, so you can validate your offer, and the hordes will come bashing down your doors!
** Insert eye roll here **
But so many people misinterpret that as just “Put out a potential offer.” No. You need to make sure that offer SELLS.
In order to create a predictable system with Facebook ads, you need to look at your business model, and look at your sales process, and figure out where it’s broken.
And man, that’s hard work!
Nobody REALLY wants to do that!
They want to play on social media and talk about the fluffy things.
But you have to. You’re going to have to have conversations with your customers to understand what they’re looking for—figuring out where your message is hitting or missing. Survey your audience. Talk to your past customers. Figure out the top three reasons people aren’t buying. Then take that information and go in and fix your sales funnels. You may need to rewrite your entire sales page.
But I’m not trying to rag on you all day, so here’s a success story to lift your spirits! Sara Christensen of Kickass Masterminds is a The StrADegy System vet who realized she had to get her business’s margins up before she could even THINK about spending scarce $$$ on Facebook ads:
Whatever it takes, get it done. Fix your ish. Then go forth.
I’m Ready to Go! What Now?
You’ve cleaned things up. You have a scalable, sellable offer that’s going to make would-be customers squeal with delight. Fantastic.
Now you need to get on board with sales retargeting using the Facebook pixel, because if you don’t, you’re leaving money on the table.
Why? You may think you’ve laid it all out perfectly for your would-be customers right there on your sales page, but there’s a good chance you’re leaving them hanging in their understanding of your offer.
It’s easy to assume, “Oh, just because a customer hit my sales page, they have a complete understanding of my offer. They know precisely the results and benefits my product/service will deliver.”
But honestly? We all know deep down that’s BS.
It’s pretty egotistical to believe that just because somebody spends a few seconds on our sales page, they have all the information they need to make a buying decision, and they’re stupid if they don’t. (Even though I def’ wish that wasn’t the case!) #guiltyascharged
So, it’s our responsibility to give them more education about our offer, so they can make an informed decision (ideally, to buy the damn thing!).
For example, if I know that my program, The StrADegy System, can help people save money, spend less time on Facebook ads, and avoid hiring for expensive ad manager roles… it’s my responsibility to educate those people about it.
So ask yourself, “Am I giving people the information that they need to make the buying decisions that will give them the results they’re looking for?” A lot of the time, a potential customer needs more information to make a purchase decision. They need to:
- See the product in use
- Understand its benefits, not just its features
- Read success stories or testimonials
- Get answers to outstanding questions they may have
And hell, sometimes it’s just bad luck. Maybe your potential customer saw your sales page, then had to bounce because they got distracted when their triple soy mochaccino was ready at the bar. So tell them again.
Maybe they were on their phone and didn’t have their wallet on them and couldn’t buy right then. Tell them again.
Maybe—and I swear I hear this one at least once every damn week—they were waiting to pick up their kid from school and had to close their phone when their little angel blasted in through the sliding door of their Honda Odyssey.
Don’t leave those people hanging.
What If My Audience Is Tiny?
One objection I hear over and over again from people is that they don’t think they have a large enough audience to make retargeting worth it. They think they have to start with the Connect phase, and build up that audience first.
Well, they’re wrong AF. You don’t need a lot of people in your audience to be able to push an ad live. How many people do you need to create a retargeting audience? Twenty. TWENTY. That’s it. Of course, your ads are going to be more expensive, because you’re using a very targeted pool of people. But at the same time, IT’S ALSO A VERY TARGETED POOL OF PEOPLE . . .
If you’re not executing on sales retargeting ads successfully, you’re leaving money on the table. Simple as that.
Think of it this way. Let’s say you have 1,000 people hitting your sales page each day, and 1 percent of those people are buying. Well, dude, if ten people are buying, why wouldn’t you want twenty to buy? Or say, forty? Sales retargeting ads can help your customers make better buying decisions, which then increases the number of people who convert, and I don’t think I need to tell you why that’s a good thing. (Hint: it involves having more revenue.)
Here’s a stat that will blow your freaking mind:
Website visitors who are retargeted with ads are 70 percent more likely to convert on your website.
So why settle?
If you want more proof that sales retargeting works, check out this Facebook convo over on my page, where tons of people weighed in on how retargeting got them to hand over their hard-earned.
Think Long-Term, Baby
You’ve seen the marketers who pump that “magical” five-day funnel. You know the ones I’m talking about. The ones who say, “Just get a ton of people into your ‘challenge,’ then sell them for a week, and then it’s raining dollar bills 4 life.”
Cool. And what do these folks’ results look like?
Launch -> launch -> launch -> . . . dead stagnant.
The Close phase of The StrADegy system is about . . . not ending up with that result. It’s about having a long-term vision, y’all.
It’s about building a brand with a legacy. 🙏
In my brand, I’m very particular about thinking long-term. I spend a lot of time trying to cultivate understanding around my product and optimize my message, so that the right folks are more likely to buy and get results from the thing, and stay with me for the long haul.
So where does sales retargeting come into all this? If somebody doesn’t convert that first time, by not using sales retargeting, you’re not just giving up on them as a potential sale. You’re giving up on the potential ROI for years to come by not having that person in your brand ecosystem.
And when you do that, you do your audience and yourself a huge disservice.
So think about lifetime customer value.
And here’s the thing. Not everyone you target with your sales retargeting ads needs to become a paying customer.
Damn straight. Your job is to educate people to become raving fans, even if they don’t become customers. Because instead, they can become referrers of your product or service. I know so many people who don’t actually buy certain products—but they do talk up those products to others because of all the marketing they’ve been exposed to, and those other people go and buy.
So no, the ROI of your Facebook ads and your Close phase retargeting isn’t always going to be directly measurable. And that’s okay.
Lifetime value. Ecosystems. It’s all connected. It may sound like woo—but it’s true.
Head on over to the Facebook Page and join in the conversation this week all about sales retargeting: