My #1 LONG TERM Facebook Ads Strategy

0:00hi guys it's ben heath and in this video i'm going to talk about my number one long-term facebook advertising strategy there's so much advice out there about how to get results over the short run how to get something to work next week but actually if you if you approach things differently and focus on the long run particularly for certain types of businesses you can see far far better results and that's what i'm going to discuss in this video before i get into that just want to very quickly ask you to smash that like button click that like button on this video that'd be much appreciated and really help me out and of course

0:28subscribe to my youtube channel if you are new and haven't done so already okay so facebook advertising in the long term it's not something a lot of facebook advertisers think about they throw up an ad they want to generate leads and sales today they don't think about how can i do things now that are really going to help me in 12 months even six months which in regular life isn't the long term but in facebook advertising almost certainly is but in 12 months 24 months 36 months those sorts of those sorts of time frames because there are things you can do that make an enormous difference will be completely

0:59business and life-changing for you later down the line um that aren't focused on getting results tomorrow and that's what i'm going to describe here now the strategies i'm going to talk about in this video are quite specific to certain types of businesses so what what i'm about to describe really works well for anything that's expertise based when you're selling something that's expertise based so what's that going to look like that's going to look like most service-based businesses whether b2b or b2c you know people only want to work with and hire experts okay it's gonna be businesses that sell you know coaches consultants anyone that sells any sort

1:35of training um online courses information products um as i said service providers anyone who offers like a bespoke product something where you really want to hire an expert something a bit more expensive things above let's say the thousand dollar price point i know that category covers an enormous amount of businesses or service businesses basically ones that aren't commodities at least anything expertise based product or service training online that's a huge amount of businesses but that's what this is really for you can have long-term approaches for let's say e-commerce companies but the strategy is different that's more typically around acquiring customers in the short run and then

2:10being able to re-target and things like that over the long run as opposed to trying to generate a profit immediately all the time but that's what i focus on today i'm focused on those other businesses that can take a longer term approach and if you're an expertise-based business you know all the categories i've just mentioned are absolutely expertise-based businesses people want to hire experts in industry i'm certainly in that category so my business facebook advertising agency people want to hire us for our expertise that's why they want to work with us they believe we can get them better results than other companies or if they try and do it themselves

2:41and that's um that's what this is is all about what i'm about to describe so my strategy for doing that is is something that's called an omnipresence content campaign something i've talked about in the past but i'm going to break it down in a little bit more detail here so what earth is an omnipresence content campaign well the two components of that omnipresence we're going to try and make sure that your ads are constantly coming up in front of your prospects in front of the right prospects with an only presence content campaign that's the first part the first part is the idea that you're not going to advertise

3:12them today and they're never going to see from you for the next six months no they're going to see an ad today tomorrow the next day that's the only presence part and the content part again is fairly self-explanatory we're going to deliver value we're going to take a number of boxes that help you position yourself to that person as the expert is the only person they want to work with is the only logical choice you know i want the people that follow me um around facebook advertising content that when they're ready to work with an agency we're the only logical choice anyone else why would they even think

3:42about it because they know that i have the expertise my company is a position to get the best results possible okay that's what an omnipresence content campaign does so how does an only presence content campaign work so i thought about sort of how to how do i go about you know describing this and setting up and all that sort of stuff i think the best way is to show you basically an example so i'm in an example facebook ad account right here and i've got example ad campaign this is an only person's content campaign so when you create an online campaign you want to use the reach objective i'll

4:09explain more about in a minute but this is a reach campaign one of the only times i really deviate from a conversions campaign and let's click into the campaign and go to the ad set level okay and you can see what we've got here now the first thing before i get into specifics is you want to use an omnipresence content campaign and target a very specific group of people who that group is does depend on your business how long you've been in business and what you've done so far for example when i run omnipresence content campaigns for my own business i use my email list i've got almost 30

4:40000 people on email list very nice healthy audience and that's who i want those are people anyone on my email list has opted in for something they've opted in for my webinar for a lead magnet for something like that i know they're really interested in facebook advertising they're interested in what i have to say and those are just the people that i want to be putting my content in front of again and again and again so warm audiences make fantastic targeting options for omnipresence content campaigns now your warm audiences might be different you might not have a big email list but perhaps you could use you could do an online presence content

5:13campaign to your website visitors or maybe even people who've watched videos of yours on on facebook if you're a local business perhaps you're just going to do that to the entire local area like let's say you know for argument's sake let's say you're a financial advisor in a small town you might just omnipresence content everyone in the town okay that's a perfectly reasonable um approach to take i said for most businesses most i think you're going to see the best results from taking a warm audience and usually a fairly significant warm audience so an email list is just perfect omnipresence content campaigns often work really really well in conjunction

5:47with lead magnet campaigns so for example if i'm advertising for our facebook advertising services i might be running a lead magnet campaign getting people to opt in for our five part facebook ad template they opt in for that they're on our email list they get a great piece of content with a template and then once they're on our email list they're added automatically into our omnipresence content campaign we're going to retarget them for years you know obviously we want to convert them as soon as possible but we're going to target them for years and we know they're interested facebook advertising they might become a client next month they might become a client in

6:18six months time they might become a client in three years time you don't know when they're going to be ready and that's the thing with expertise-based businesses is you don't know when your prospect's going to be ready these are normally considered decisions you know when is someone going to hire you for your services well obviously when they need them which might not be now might be at a future point um when is someone going to go ahead and purchase that really expensive bespoke product from you when they need it when they've thought about it when they've saved up for it perhaps all that sort of stuff okay um so that's

6:49who are we going to targeting an email is absolutely best option you could have some of the other options that i mentioned but email is the best then how's it going to work so the structure is that we're going to have one um ad set per ad i know this is completely not the structure i usually talk about with conversion campaigns but this is something quite different that is done over the long run so one um ad set per ad how many ads well here i've got eight i've got eight different ad sets in here and my preference is about eight to fourteen different ads at any one time now yes that is going to

7:23take some time to uh to go ahead and create you know doesn't you know you're not necessarily gonna be able to create eight to 8-14 ads overnight but the rewards over the long run are absolutely fantastic so 8 to 14 different ads is what i want you to create for an omnipresence content campaign and then we're gonna have one ad set per ad i've just created eight here for for demonstration purposes so then what is in each one of these ads well there are a number of different boxes that you want to tick with your omnipresence content stack especially what i call it let's say you've got 10 ads

7:55those 10 ads are your only presence content stack it's your stack of ads that you're going to basically be having on repeat to your prospects the first thing you want to tick is demonstrating your expertise how do you do that deliver value video is nearly always the best way to go you can do it with blog posts you can even do it with like a facebook post that's just got a load of text in it you can even advertise like podcast episodes but really video is the best way to go so in your omnipresence content stack let's say you've got a ads i would want probably three of those to be

8:29content delivering value giving your prospects pieces of information that they can that will help them that they can use that perhaps they can then implement and get good results and they go oh i saw this video from so and so they advised i do this i did that and it worked really well you know what i think i'm just gonna work with them they seem like they know what they're doing i have that all the time the amount of times i speak to prospects and they're like oh i've been seeing some of your videos i actually implemented you know i started using lookalikes because of a video or i

8:59started doing this and this and it worked really well and then they go on to work with us that's so common so in the only questions content stack you want you know a good um 30 of it or so maybe a bit more to be value and content that's the first box to take okay so let's say that's those top three ads these are in a bit of a weird order don't know why but but there we go what other boxes do we want to take we want to tick the not only am i an expert because you've done that already we want to tick the i can deliver

9:29fantastic results for u-box okay there are lots of people you know you could put up you could have like only christmas content video of let's say take like usain bolt as an example right you could have content videos of him doing insanely fast sprints and that's fantastic like i believe that usain bolt is an expert at sprinting of course he is but do i know that he can help me get much faster at sprinting well that's a different thing okay so to tick that box what can we use client testimonials are absolutely golden for that if you have client testimonials particularly in video format that's a fantastic option to add your

10:07omnipresence content stack so you've got your value ads and then you've got your ads from clients of yours that said oh yeah i um started working with with this company um you know they've just been fantastic from day one they've really helped us get fantastic results they've really helped me achieve overcome this they produce amazing products look at their products if you're a portfolio-based you can also literally demonstrate you know if you produce entire product bespoke products like that you can part of your ads that can be demonstrating your your products and the fantastic work that you've been able to do um but you really need to get people to

10:44the point where they go ah it really worked for them probably really worked for me as well and it really helps if you have like a bit of a suite of these and if the people let's say you've got client testimonials the people the clients that you're choosing are quite representative of your target audience so for example people really resonate with someone else that's in their situation so let's say you know i'm a personal trainer okay and i see an ad that's from it's a client testimonial of another personal trainer saying i worked with this business they got me fantastic results yeah yeah that's going to really speak to me so

11:22the same applies so you want these client testimonial videos or perhaps like a portfolio-based ad that demonstrates your work and shows your prospects that you can get great results for them you can deliver a fantastic product for them you can really help them out those are two massive massive boxes to take the two most important then of course we want to tell people how the process works so let's say oh by the way let's go through this again so let's say the top three are content perhaps we'd have two testimonial videos next um and then we've got let's say say three left you're going to want one

11:54at least that explains your process how does it work if this is a considered purchase people want to know this stuff so i could have a video in my own example it's a facebook ads agency something along the lines of so the way we work with clients is when they come on board and we take them through this onboarding process we do an ad account audit we then do some customer competitor research we then implement the campaigns they get contacted x amount of time they'll be in touch with this person on our team demonstrate how it works if you're doing bespoke products you know show the process you know little videos

12:25that show how like let's say make bespoke kitchens little videos that show how you make your kitchens those things are fantastic when people know what steps a through g are about hiring your service or using your your uh purchasing your products it makes it much more likely to do so it really smooths the ride that's the next box to take show them the process and then of course we've got the direct call to action ads don't be shy at all to have some ads in there on impressive contact stacks saying things like we know you're interested in this we can help you do this come ahead and hire us here's the next

13:03step very very simple setup very simple setup but very effective and don't be shy to do that um i have you know i i've run ads like that in the past in my only presence content stack and whenever i do that we get flooded with inquiries we have them off now because we you know capacity issues and things like that but we get flooded with inquiries when we have very straightforward i know you're interested in facebook advertising look that's something we can really help you with we're expert agency we spend millions of dollars on the platform every year we've delivered fantastic results to previous clients if you're interested services go ahead

13:35and do xyz right that's really important so those are the four boxes you want to tick four different ad types you really want to take in an omnipresence content and campaign how many of each depends on obviously how many ads you're going to use but as i said you want more sort of content than anything else um you may only need one or two call-to-action um ads maybe one call-to-action ad in there direct call to action maybe only one explaining the process um and that sort of thing i had this question asked the other day about only person's content it's a great question at the end of your

14:11you know value ads so you know these three at the top here we're just sort of giving value can you also have a call to action in there at the end absolutely that's absolutely and i'd recommend it so at the end of your value ads when someone you know you're delivering lots of value so you're delivering a 90-second video with a great tip that people can implement you can say at the end oh by the way why don't you go ahead and you know book a call and we can maybe do that for you we can help you out with that we can get you on the path we can get someone

14:35out for a free quote something like that that's absolutely fine as well don't just think it has to be in the call to action ad itself so let's say you've got your eight eight to 14 different ads one thing that's very very important i'm going to click into this i'm going to go through all the settings one thing that's very important is go to the ad set level then you want to come down to this optimization delivery section and you want to click on select more options and then the frequency cap is very very important so frequency cap basically means how many times someone is going to see

15:04an ad within a certain time frame so the default is one impression every seven days now that means that per ad set facebook is going to limit that ad being delivered to the same person once a maximum of once every seven days so what how do you want to make this work so let's say i've got eight ads i'm going to change this to one impression every four days if i've got 10 ads it's one impression every five days 12 ads every six i'm sure you get the idea and basically just halfing that why am i doing that what i want and what i found works the

15:36best is that each day i want two of my ads on average to be delivered to a person so that every single day as they're going through life they're checking facebook to check and instagram they're gonna see two ads of mine in a day and if you think about it if you have eight ads and each ad is being delivered once every four days that's two a day okay i said if you've got more ads you've got 10 ads 12 ads then you can increase the uh the number of days okay one there he's quickly mentioned in reality does it mean that you're gonna perf like everyone in your audience is

16:12gonna see two ads on monday two ads on tuesday no it's not gonna work out like that there's no real way to fully enforce that maybe they see three ads on monday one ad on tuesday four ads on wednesday no ads on thursday but this is what we're trying to set up what you don't want if you had um a different frequency catch set up is just all of them to you know tons of impressions to one person in one day they never get another ad for a week you want that consistent drip feeding constant contact because it may well be that someone needs 50 impressions

16:42before they're ready to become a customer of yours that might be the case you know if that's two impressions a day that's 25 days you know three and a half just under four weeks it's not that long a time period someone might need a hundred impressions someone might not necessarily need that many impressions but perhaps they're just they're not gonna be ready for another three months if you advertise to that person now but stop they may not work with you in three months time they may work with someone else and that's very very important for expertise-based businesses because as i've already said when someone's ready to work with you is

17:11when you need to be in front of them and you don't know when they're ready to work with you could be tomorrow could be six months could be 18 months if you make sure you're in front of them all the time then it's it's far more likely they're gonna end up working with you and not someone else okay so that's how i like to uh to structure this let me close this down so other questions people might have about omnipresence content how often do you need to refresh the ads just depend on how many you have if i had 14 in here and i'm doing one

17:41impression every seven days versus eight when i'm doing one impression every four days um i need to basically refresh these ads more frequently if i've got less ads because you don't want ad fatigue to set in in general though i feel like these ads probably need to be refreshed every three months three to six months depending on the size of your audience okay every three to six months because you've got lots of different ads going it's gonna really delay the time period by which someone gets bored if you just got one ad and you're doing like three impressions a day someone's gonna get bored with that within three

18:15or four days but if you've got ten different ads they're only seeing each ad once every five days you know you might be able to run that for three months four months five months before people start getting bored with it so i would probably in an ideal world set your calendar you know set like a a week in your calendar every three months right got to create a whole bunch of new facebook ads and you'll get much quicker and more used to doing this the more you do it something along those lines if that goes a little bit you got sort of the six month mark

18:43that's also fine but you do want to refresh these at some point because again people can get bored and they're going to um switch off from them [Music] and that is basically the setup that is how omnipresence content campaigns work and the reason why they work so so well is because let's say i said someone joins your email list now and they on average see two ads of yours a day for the next six months no one else is doing that none of your competitors are bothering to do that you are going to become the only choice you're going to become the only choice you're going

19:21to be top of mind when they are ready to hire you hire someone who provides your service or whatever it is you provide they're also far more likely to pay your prices because you're who they want to work with they might find someone else cheaper but they'll pay your prices even though you're more expensive because you've demonstrated them that you're an expert you've demonstrated them that you can deliver results for people just like them um you've shown them how your process works and you told them to actually do it okay you've ticked those four boxes and that means you can raise your prices which if you're a service based business

19:51if you're an expertise based business if you offer a bespoke product you'll know that raising your price is such an important component of long-term business success not having to compete on price is everything absolutely essential so implementing this and ticking these boxes is um it really does that very very well so that's what i'd uh strongly recommend okay if that video has been useful please give a video a thumbs up that'd be much appreciated comment below to let me know comment below if you want questions by the way as well because i know this is probably a bit complicated there will be some before you go a couple of three things i want

20:25to quickly mention the first is a free webinar that i've created called three killer facebook advertising strategies to double or more your revenue now this webinar goes through three different sales funnels one of which is the only presence content campaign and it explains exactly how they work which one you want to use depending on your business which is very important there's no one-size-fits-all when it comes to facebook advertising webinar is completely free i think you get a ton of value from it link is in the description below go ahead and check that out help you improve your facebook advertising and performance big time you know these sales funnels we use

20:58with clients generating more than a million dollars with each sales funnel easily and strongly recommend it the other free thing is my facebook ads mastermind group so there's now over 47 000 members people who are facebook advertisers just like yourself looking to get better results this fantastic community engagement people asking questions getting them answered all the time i'm in there with live trainings every single week um completely free of course you're free to join the group again link is in the description go ahead and join we'd love to have you in there and there's no spam in that group or anything like that we moderate it very

21:30very closely anyone who spams is gone um because we want to keep it a really useful fantastic community for for everyone so um that sounds like something you want to be part of go ahead and join us help us get to 50 000 group members which is which is nuts a huge um number of people and um yeah we'd love to have you in there as i said if this video has been useful give it a like comment below to let me know comment below if you've got any questions and of course subscribe to my youtube channel if you haven't done so already click the little bell notifications to

21:57turn on alerts whenever i publish a new video which i do a couple of times per week usually and yeah i'll talk to you guys soon thanks a lot bye-bye