Before you start running the ad who are you targeting, it could save you a lot of money on ads

Transcript

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Hey, guys. James just here from Marketing Secrets for Electricians. Let's run some ads. However, before we do that, let's work out who we're going to send the ads to because it could save you a penny or two. So, here's what I hear a lot.

How do normal electricians like us, who are properly trained and licensed, who are not willing to cheat and take shortcuts, and who are wanting to own a successful electrical business? How do we compete against the big guys who own the market share, or the guys that charge peanuts for an electrical job? On top of that, we want to employ the best electricians so we can get off the tools and have plenty of time for other areas of life. That's the question. Join me and follow along as we search for the answers.

My name is James Wrest, and welcome to Marketing Secrets for Electricians. Today, I want to talk about like we're going to be running some Facebook ads to attract some clients. Yes. However, we're not going to be running ads to everybody. We want to niche down into the like interests of these people so we can find a unique or a less a someone who's more interested in the thing.

So, for example, if you have someone that's interested in electricians, handyman stuff like home renovations and real estate, this might be a better person to target than just targeting everybody. So, this is the distinction we need to make. So, today I'm going to look at that and a cool tool that I've got that we can share that actually makes it really easy. And we're going to be also testing this out in future episodes, this tool to see if it does actually make a better targeting. So, we're going to walk through the idea and then we're going to test it out and you're going to see some results.

So, this is kind of cool. I'm excited to show you. So, that being said, the last episode, we looked at how to resolve without the thing you hate. So, this first thing we're going to test is kind of keep your family safe from fire, power outages, or other electricians without draining your wallet. This is our first kind of test.

That's the shocking statement, the heading. And what we're going to do is we're going to go to a tool called Connect.io. Now, I've got a link in the description below. You will be able to get and have a look at that. It does cost money, but it's only a once of payment.

However, the tool seems to be quite a handy tool. And you'll see later on if this is actually worth investment because it is only a one-time thing. It's not an ongoing fee. So, let's have a look. This is kind of cool.

What it does is I type in lighting for example. In the search box, you'll see that it gives me all... So, let me back up a bit. This Connect.io connects to Facebook. So, you've got to integrate it with your Facebook once you've signed up or you can just see what I'm doing here.

It gives you all the interest. So, I'm interested in lighting and I might be... It gives you more interest than what you can easily find on Facebook. So, all these type of things, dry lighting, light, indoor lighting, intelligent lighting. So, what about the landscape?

For example, I might want to work outdoors with landscape lighting, LED lighting. And this is people who have interest in just lighting. And maybe another one we will do is... Let's have a think. So, electricians.

So, we're going to go like lighting, and DIY. Do it yourself. People will do it yourself, but they still need electricians. So, these are all the interests. And what I would find something that matches the customer that you're on.

So, if you don't know who your dream or your target customer is or the avatar that you're doing, you need to go back. I've got a couple episodes on that. If you have any questions, feel free to reach out. But that is the first point. You need to have a picture in your mind of the person you're targeting and the interests that they have.

And what you do is... So, we're going to do it yourself. Home improvement. Let's say that. So, now I've got selected four things I can find more suggestions.

And what I will do and what I've done is actually I've come up with 30 interests. So, 29 I think I came up with. So, you'll see here... This one here. So, you'll see I've got a whole bunch of interests.

30 of them. The right thing and the cool thing is I can apply this to an ad set. So, what an ad set is is something in Facebook which I will explain and show how it happens in the future episode. Not sure which one that'll be just yet. But anyway, what we've done here is we've gone through, we've selected about 30 interests.

And the test I'm going to be doing is these 30 interests. So, people are interested in giveaways, fire safety, landscape lighting. Electrician, there's some double ups because I have two of them here. But LED light, lighting, fire, safety, all this type of stuff. All these people that have these type of interests.

You can see the audience side here. We're going to grab... So, we're going to do a layer. That's one layer. However, I'm going to test one layer.

So, what Facebook will do will be going, "Okay, if this person is interested in electricians, send them an ad." Or if they're interested in these other things. So, if they're interested in one of these 30 things, 33 in this case, then send them the ad. Now, that's okay, but let's go a bit deeper. Anyone can kind of do that. Now, the test is here.

We're going to add a layer and a layer. So now, you should have three layers. And when you have three layers, now, if I divide them randomly, what you'll see is it'll split the 33 into 11 sections each. So, 10, 10, 10 and 9 in this case. So, now I've got randomly 10 in layer one, 10 in layer two and 10 in layer three.

What does that mean? It basically means that someone has to be interested in home safety and electrician and then lighting, for example. So, it has to be interested in... Facebook can find someone who's interested in one of these three layers. So, if they're only interested in home safety now, but they're not interested in an electrician, then we're not going to send them an ad.

And what this does is there's less people, A, there's going to be less people that are filtering down in this interest. But what you can do, if you'll find someone that they're interested in, you know they're interested in lighting, landscaping and electricians, this may be your prize perfect person. But you don't know that because until you test your ad, you don't know. So, you've got to test your ad to your audience. So, the first thing when creating an ad or with your marketing is who are you going to target?

So, you've got to find out who your ideal customer is, what their interests are or what you think their interests are. And then you can make an ad to suit, and then you can test it. And what you can do, so what I'm going to do is you can actually save the project, upload it into Facebook with a few clicks, and then you can run an ad to it. And we're going to go through that in the next couple of episodes as we build out this ad and make our first ad. But the first test is going to be, I want to test because this tool is handy and easy.

However, is it going to... So, for example, with Facebook, it may... ...be better than three layers of 30 things. And I'm going to split test the both of them and see which gives me a better result. So, am I spending $5 to get a result with one and $1 to get a result with the other?

So, our result being someone has purchased, the result is what you want the customer to do. Do you want them to purchase? Do you want them to opt in? Do you want them to view the page? Depends how you set it up.

But we're going to go through that in a another episode. But for now, check out this tool, Connect.io. I'll put a link in the description and give it a test, suss it out. Or you can just follow along and we'll get through and test this out so you can see it in action. And I will talk to you soon.

[MUSIC PLAYING] And if you're not sure about it, let's get on there and work this out because every electrical business needs to have a dream customer. And guess what? Because we're all individuals and different. Each business is going to have their own unique customer that they want to serve. So, look forward to seeing you there.