Today I want to talk about the five things that you need in place before you start using paid advertising in your business. I know that a lot of the clients who come to me the first thing that they want to work on or they want my opinion on is whether or not they should be using paid advertising.
These could include platforms like Instagram ads, Google ads, Facebook ads, and even Pinterest ads. You have all of these different ways that you can use to market your business online using paid methods.
That’s why today what I want to talk about is the right way to get started using paid advertising and these are things that I think we need to visit whether or not you are already investing in paid advertising. It’s a lot of the things that I feel like we skip at the very beginning when we decide “Ok my business is making good money and I want to invest in paid advertising.”
So, I’m going to jump into the five different things that I believe you need to make sure that you always have in place before you start using paid ads. Before we start, I just want to say that this is for every single time you’re about to run a new ad campaign. Not just the first time and you do it one time and you never have to worry about it again. Alright so let’s jump in.
Okay, so the first thing that we need to get clear on and we need to have in place when we are going to be doing paid advertising is you need to be clear on who it is that you’re targeting. You need to be clear on who your ideal client is and what they need and want from you. This is kind of where reverse-engineering comes into play. Because you’ve got to know what the end result is and where you want people to go in order for this to work.
Think about what it is that they want, what is keeping them up at night, and what about what you’re going to be selling at the end is going to what makes them want to buy it. You need to know what makes someone, mainly your ideal client, go “OMG! This is exactly what I needed” or “How did they know that like?!” You want to them ask themselves were they listening in on my conversations or did they talk to my mom or something. It’s funny but oh so powerful!
I don’t care if you sell purses or you’re selling a service you need to know what makes your ideal client really REALLY want to be like “Okay they know exactly what I need and how I need it and they know enough about me to know what solution I need.”
A lot of time with your ads you’re going to be running these to free things and end up driving people to something that you want them to pay for. You’re going to be doing this because of course, you know that free things convert better with ads. Now, of course, there are for sure other ways that you can run paid ads too. You can run ads to paid things and all that kind of good stuff but we’re not really talking about today.
The first thing you really want to do is just really make sure you know who you’re targeting. I don’t mean just like you know where they live, their age group, and all that kind of stuff. You need to know like what is going on in their head, what’s keeping them up at night, what desires do they really have, and what are they dreaming about that they’re not telling anyone else.
Because if you can get clear on those things then what happens is that you are able to come up with copy that specifically speaks to them in your copy. This will make them stop their scroll and go “Wait a minute how do you know me so well?!” So, you need to know them so clear that when you create things they question how you’re so in tune with what their problem is.
The next thing that you want to make sure that you have in place is you want to make sure that you’ve niched down your offer and you have validated that people actually need it. So I am a big advocate of making sure that your product or service can convert for free before we pay to convert it.
And I know that not everybody agrees with that. Some people do just start their business and they jump straight into paid advertising which I have nothing against. But I’m just a firm believer that if you can’t make whatever it is that you’re trying to sell to people sell for free, and I don’t mean like selling your product for free, I mean like you know not using paid methods then it’s probably may not do that well with advertising it for money.
And the reason why you want to make sure that you’re validating your offer before you start paying to sell it is because you don’t want to be paying for all of the trial-and-error. You don’t want to be paying to figure out what works right for you. You want to already know those pain points that we talked about. That way when you’re doing paid marketing and paid advertising you are not trying to figure out what’s going to work to get their attention.
At this point you should be testing out you know what ad settings work best for your advertising versus okay who am I targeted and what do they need. So you want to make sure that you validated both your Niche and your offer and make sure that people actually want what you’re selling before you pay for something that may or may not sell the way you want it to.
Goal / funnel setup
Okay, so this next one I feel like a lot of us jump straight into first. But the third thing that I think you need to have set up when you start using paid advertising is you need to have a goal set and a funnel set up that fulfills that goal. So I’m not going to go too deep into this and I will do a future post where talk all about funnels and all that good stuff.
But I’m just going to go surface-level here with this okay. You need to know what you want people to do at the end of your paid advertising. It literally surprises me every single time when I ask my clients “Okay so what do we want people to do? So you run around this ad and you want to spend this money, which I like I said I’m all here for, what do you want them to do right away?” I ask things like “What are the steps that you want them to take so that we make sure we have the steps in place to fulfill whatever that goal is that you want” and they never know!
You know if you just believe in throwing money in a bucket and hoping that things happen with it that’s fine. I just don’t like that and don’t operate like that. So what I want you to do is the first thing you need to get clear on what do you want to happen. I believe that one ad campaign should have one goal.
I feel like if you are trying to do all these different moving pieces and combine things for whatever your reason you just end up confusing yourself you, confusing your team, and confusing the people that you want to buy something from you. So, think about what do you want them to buy? Do you want them to attend a webinar? I use the webinar as a goal by itself because I think a lot of people think that the webinar it’s not a goal that needs its own campaign and funnel. But, I believe that for this kind of marketing, it is an end goal. Then you should have another funnel that takes people from the webinar to the next goal. So that’s what I mean by one goal, one funnel, and one campaign.
Get clear on what your goal is and what do you want people to do. I get asked a lot “How many steps should my funnel have and how many pieces should it have?” And to be honest, I feel like it should have as many as you need but as few as possible. I know that’s not a clear and straightforward answer. But that’s the truth. I feel like some people put extra emails or whatever in their funnels because they feel like they need it. But do you really? The truth is that you want people to jump through as few hoops as possible to give you money.
I feel like this one this next one is a no-brainer. But I still wanted to touch on it because again I still have people who come to me with these kinds of things not planned out.
So the next thing or the fourth thing that you need to have before you start using paid advertising is you need to have a budget. You need to know how much money you are going to be spending on your paid advertising. I know it seems simple and I know it seems like you know just that thing that will come to you when you’re setting up your ads.
But no! You need to know your business and you need to know how much money you can spend on paid advertising. And if you want to have multiple different campaigns and you need to know how much money you’re going to be spending on each of these different things. So that when you come to someone like me and I’m like okay what’s our budget you can tell me like this is how much I have to work with, what do you think we can do with this? So get clear what your budget is a non-negotiable so that you don’t go above it and just go crazy and all that kind of
Copy + graphics
The fifth and final thing that you need to have in place when you’re ready to paid advertising is you need to have the copy and the graphics for your ad. So once you’ve done the other stuff and you’ve gotten clear on what the end result is, you know what the funnel is, and you know who the ideal clients this should be pretty simple.
You want to make sure that you have strong copy, great graphics, and you want to make sure that it speaks to that person that you want to buy whatever you will ultimately be selling to them. It’s important to have this especially if you’re not going to be the one doing your advertising.
If you’re going to have a virtual assistant or if you’re going to have someone else doing it then you need to make sure you have these things in a Google doc spreadsheet of some kind. This way they can literally just take the stuff and put it together. Maybe if you haven’t created the graphics because that’s not your thing but they already have the copy, that will make things so much easier. I just want to say make sure that you make it as easy as possible for whoever is going to be creating your paid ads, even if it’s you.
I hope that you enjoy today’s post on the 5 things that you need to have in place before you start paid advertising.