As business owners our primary goal is to provide value to our clients and make revenue. Ultimately to make the most net profit possible.
At the same time, we understand there are multiple facets in achieving this manner. Seeking out our ideal customer and leading to our business and brand.
The issue with this that we are pulled in multiple directions trying to determine how to get business for our business:
- We try and provide affordable pricing for our clients
- Pay our marketing guy or gal
- Run Ads on Facebook and Google
- Pay lead agencies x amount of dollars per lead
The overbearing problem that we have is that after we do all of these steps to get a customer and perform our services a lot of time we find ourselves barely breaking even and more situations than some actually being in debt; after performing that job you may find your self questioning:
“Am I in the right business?”
So In this quick post I am going to share with you 3 reason your flooring company’s Facebook ad is not converting well. Let’s get into it.
reason #1
Your Ethical Bribe Is Not Enticing
Alot of us business owners should take the time to think of potential hooks that our businesses can afford to get our potential leads to take action to inquire further on how to do business with our brand.
For the 3 reasons, your flooring company’s Facebook ad is not converting well post I want you to know that you are messing up by not focusing on getting your client to the next step in your sales funnel.
This is done by way of an ethical bribe. Do not attempt to make the sale on the front end.
Due to flooring installation being such a high-ticket offer, you as flooring company Owners have to understand that your goal in the ad should be focused on getting your potential client further in your nurturing process and ultimately in front of one of your sales associates.
You should not be trying to sell them through the ad.
The ads’ sole focus should be to get them on the phone with your appointment booker, in your storefront, or with your sales rep at their home.
Here is an example of an ethical bribe that has been proven to work in flooring ad campaigns:
“Set a FREE In-Home Estimate.
-Book Now”
Reason #2
You CTA Button Does Not Work
A simple problem that I have noticed when working with my fellow flooring owners who are running Facebook ads or any other ads for that matter goes as followed:
At times they forget to ensure that their call-to-action buttons work.
I know it sounds simple and I’m sure you would never do something so silly.
At the same time, it is a simple thing to miss out on sometimes, especially when running the day to day of your business.
Be sure to go through a checklist of your ad before you publish it.
It is essential to do this. Because at the end of the day you are spending the hard-earned money of your business.
If your ad’s CTA is not working, you could be wasting tons of money. Of course, this depends on your campaign objective.
Example: “say your ad objective is traffic to a website (clicks to your website page). Every time a potential prospect clicks the link on your Facebook ad or any other ad platform your brand is charged a “cost-per-click”.”
Here is a quick checklist to help improve ad efficiency:
- Review copy for grammar errors
- Ensure multimedia content is properly optimized for ad parameters
- Your Copy is clear and directive
- YOUR CALL TO ACTION BUTTON WORKS
reason #3
Your Ad Media Is Not An Attention Grabber
A lot of us enjoy the flexibility and simpleness of finding a royalty picture of a floor to put in our ad post.
Or we may enjoy taking a quick snapshot of the finished floor after we lay the final nail or staple.
With these photos, we decide that it will be great content to post as our ad creative.
Although photos are better than text alone; videos have been said to capture audiences’ attention more so than text and pictures combined.
According to (Meytin, 2018) “82% of internet traffic comes from videos.”.
With that understanding, as a floor company owner, you should provide your marketing department or ad agency with video content of your projects and sales process (if its fluid).
Allow for them to use them as ad creatives when you run them.
Bonus
You are not targeting the right audience
Okay, I know you are busy and that this post was entitled 3 reasons your flooring company’s Facebook ad is not converting well.
At the same time, I would be remised if I did not share this final point with you pro bono.
As business owners, we have to know our target audience.
If we are not targeting the correct audience our ad will not convert no matter how great the media, the copy, or the call to action is.
We have to ensure that we are penetrating the appropriate audience with our advertisement campaign.
Here are a few points to consider when building an audience as an ad manager:
-Who is my product for
-What is the age of my audience
–What are their interest
-What is their annual income
-Plus a plethora of other question
Ultimately as a business owner in the flooring niche, you will need to test a few different types of audience groups to narrow down which consist best of your ideal customer type.
We hope that this is impactful to your brand and help push you in the right direction.
Comment below and tell me which of these points you have struggled with the most when developing your ad campaigns.
If you need further aid, click below and reach out to us to schedule a quick chat.
Until next time it is Joshua, your most direct marketer!