Like any of your other high conversion Facebook ad, your Click-Through-Rate (CTR) is at a healthy level, but the conversions just don’t amount to the same sum. No matter how many times you have changed your ad image, it just doesn’t seem to improve.

I totally understand your frustration (everyone starts off as a newbie). The thing is changing your ad image will not help. But have you checked on your ad offer?

How Does Your Offer Affect Conversion?

Your offer is THE THING that attracts potential buyers to you. A lot of marketers and business owners tend to put one offer thinking that all buyers with the same traits will be interested in it. But it doesnt work this way.

At different phase of our purchase, we have different concerns. For example when you are searching for more information on the latest social media marketing to get to know what your company need, you wouldn’t be ready to go into a lengthy 1 hour video on how to use Hubspot.

That’s why it’s a little tricky to offer the right offer. Since there can be differing concerns within the same target group,  how can we identify individual concerns accurately and provide the right offer at the right time?Well, there is an approach to spotting your buyer’s concerns and behaviour that has been identified and used by countless of marketers around the world. You may have even seen or heard of it before, it’s called the buyer’s purchasing journey or buyer lifecycle.

After countless of research and approval from industrial practitioner, marketers now know that customer follow a process before- and after-purchase. We have used this model for all our successful Facebook campaigns:Buyers at different phase of the buyer’s journey are looking out for different things. Let’s see how it affects your offer.

Offers For Buyers Who May Not Have Awareness To Their Needs/Wants

What some companies do is to reach out to these buyer is to educate and bring to their awareness of their needs or wants.

A popular way to do this is through content marketing. You post out content to share with them how your product or service can be a solution to improve their lives, without directly selling your product or service. Interesting isn’t it? You can read more about content marketing here.

The best scenario is that your buyers have already identified their need or want. In this case, they will not hover around the awareness stage for long and jump straight to consideration.

When creating an offer for this group of buyers, consider these questions:

  1. How do your current buyers describe their challenge or goals?
  2. What are the consequences of not resolving their challenge?
  3. What are the common misconceptions regarding their challenge or goal?
  4. Where can you find your potential buyers? Consider both digital and offline platform

Source: Hubspot

Offers For Buyers Who Are Considering To Make An Investment

Now that they have realised their need or desire, your buyers proceed to search for the possible solutions. However, they may not be aware of any solution and is searching with keywords that describe their challenge, goals or criteria.

This conditions their minds to look out for ads that focus or use these keywords. This is where you play charades with your buyers. But don’t worry, you can reduce your game difficulty by asking your current buyers, or by putting yourself in their shoes, the board keywords they have googled before they make their purchase.

Here are some questions that can help you to create an offering for buyers at this stage:

  1. What categories of solutions do your buyers look out for?
  2. How do your buyers educate themselves on the various categories?
  3. How do your buyers perceive the pros and cons of each category?
  4. How do your buyers decide which category is right for them?

Source: Hubspot

Offers For Buyers Who Are Making A Decision Their Choice

At the decision stage, your buyers have narrowed their search to a handful of brand or products/services. Now, they are comparing the details and deciding on the one that suits them most.

Buyers who have reached this stage would know the technical, industry terms and are committed to purchasing the service/product. They just don’t know which brand to choose from. This is where your Unique Selling Point (USP) shines and captures the hearts of the buyers.

Before you create an offer for buyers at this stage, ask yourself these questions:

  1. What criteria do buyers use to evaluate the available offerings?
  2. When buyers investigate your company’s offering, what do they like about it compared to alternatives? What concerns do they have with your offering?
  3. Who needs to be involved in the decision? For each person involved, how does their perspective on the decision differ?
  4. Do buyers have expectations around trying the offering before they purchase it?
  5. Outside of purchasing, do buyers need to make additional preparations, such as implementation plans or training strategies?

Source: Hubspot

Offers For Buyers Who Needs An Extra Reason/Assurance To Purchase

Once your buyers reach this stage, it’s time for celebration! You have more or less won over a buyer.

Well, I said more or less because some buyers may have decided with your company but can be bought over by other companies if they suddenly come up with a promotion.

I’m talking about competitive industries with minimal product differentiation. This is where you can whip up some promotion to give them an extra cherry on the cake.

For Successful Converts Who Can Bring You Even More Profits

Your offerings should not only stop after they have become your buyers! Don’t underestimate the value that recurring customers can bring to your company. In fact, research has proven that a 5% increase in customer retention rate can increase profits by 25% to 95%. Why? Because it’s cheaper to retain customers than to acquire new ones, both in traditional brick-and-mortar and in eCommerce.

Your existing buyers stick with you because they trust and value you and your company. This makes them the ideal group of buyers to cross- or up-sell.

Here are some questions to consider to build your loyal customer base:

  1. Why did your existing buyers continue to choose your company?
  2. What other product/service can you recommend to your existing buyers?
  3. What motivates your buyers to recommend your company? How can you make it easier for them to recommend you?
  4. Why did some of your buyers disengage with you?
  5. What are your competitors doing that is snatching away your existing buyers?

So…Does Your Offer Match Your Target User’s Buyer Journey?

Now with this information, review through your offering:

  1. Which buyer stage fits my offer?
  2. Is this the right stage that I’m hoping to attract?
  3. What other offers can I curate for the specific stage?

A right match between your buyers and offers can make a world of difference. A world that allows you to spend lesser and gain more results.

Wait! Could Your Target Group Have A Behavioural Shift?

 If you are targeting a new group of users, or if you have not been updating your target group after a year, another reason for your low conversion Facebook campaign is because you don’t understand your buyer personas or they have changed.

Case in point: Let’s say if you are targeting travellers going to America, their behaviours might have changed due to recent happenings in America. Hint: Trump.

What exactly is a buyer persona? Well, it’s a profile that you set for your potential buyers. An imaginary figure that you hope to reach your ads to. The use of buyer persona has helped many SMEs gain better understanding their buyers inside-out and win buyer’s hearts.

Here is an ebook that explains more on buyer person:

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Shirley Yam
Shirley specialises in Facebook marketing and lead generation. Under Tangylab, she has helped local and international companies to achieve their marketing and sales goals through various advertisements and campaigns. She actively seeks to understand customer’s digital behaviour and is interested to share what she has learnt with others to help them optimise their digital efforts.