“I want to run Facebook ads!” said an eager potential client.
“You’re not ready.” I replied.
I’m not crazy for turning down a client. I’m saving my sanity, her disappointment and a lot of wasted ad money.
I’ve learned to spot a business that isn’t ready to hire a Facebook Ads Expert from a mile away. And because I have integrity, I will let them know they are not ready.
I also give them some tips to help them get ready because, of course, I want to work with them under the right conditions!
So, if you are wondering if you are ready to hire an ads expert, let me give you the protocol that I look for when consulting with a potential client.
Business Backend System
A business needs to have a backend system in place and running smoothly. Essentially, this means the business is actually set up like a business, not a hobby. It has the ability to track customers, results, revenue, goals and KPIs. This means having solid funnels, email sequences, processes, and even a team in place where everyone is clear on their roles and expectations.
If you start running ads without having your backend systems in place, you’ll likely bring in a whole lotta leads who fall off the deep end because you didn’t have a streamlined way to keep track of them, keep them engaged, and move them through your funnel.
A Way to Nurture People
Once people have purchased your product or opted in for your challenge, keeping in touch is important. Maybe they didn’t buy on the first ad click but if you are able to nurture them with emails or in a Facebook group, they may buy in the future.
Certainly just as important, if not more, those that did purchase need to feel seen and appreciated. Thank you emails, confirmation emails, what the next step is in the process, where they can learn more about you and how they can stay in touch with you are all ways of nurturing the people who took action on your page. Making them feel like a person, not a number, will encourage them to stay connected with you.
A Business Page on Facebook
You will need a business page in order to set up a Business Manager account and an Ads Manager. It’s also helpful to post to your Facebook page on a regular basis (see the next item).
Organic Marketing to Get Proof of Concept
Facebook ads work best if we know what is already working with your audience. Organic marketing can provide that proof of concept. I like to analyze the social media posts, blog posts or videos that have performed well for a business to see what is working organically. This can help paid marketing campaigns be successful with less testing because we already know what kind of message your market reacts and responds to.
Speaking of testing, understanding that ads take time and adjustments before they start running efficiently is important. Before hiring an ads expert, make sure you have an investment mindset.
This means you understand that results may not happen immediately and you are willing to let the expert do the work of tracking data and making adjustments accordingly.
Ads are an investment into your business, not an expense. If you are scared to invest, it’s not the time to work with an ads expert. People without an investment mindset get nervous and stop ads before they are optimized, resulting in lackluster results.
It is really important to have money to spend on ads and your ad expert. If you are using the very last of your credit to fund your ads, I recommend waiting. Making big financial decisions under financial stress usually doesn’t end well.
Make some cash first so it’s not so financially tight for you. Organic marketing can work in the meantime. Yes, it’s slower but isn’t that better than going bankrupt?
Ready to Hand Off Ads
Finally, are you ready to hand off control of your budget and ads to an expert? It all sounds great, and can be, but if you have a hard time letting go of control, please don’t hire the help until you are really ready to release control.
So, are you ready to hire a Facebook Ads Expert?
If not, go back and put the systems in place that I spoke of here.
If you are, let’s chat. I’ll help you get better results with faster turnaround times.