How to test the audience

Transcript

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Welcome to Marketing Secrets for Electricians. Thank you for tuning in today. We're going to look at advertising and in particular the audience. So we're going to look at an audience strategy and we're going to be using this on Facebook, but we're going to do a bigger overview. So hopefully you get an idea as to what is happening and can use this strategy essentially anywhere, not just limited to Facebook.

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 Rest and welcome to Marketing Secrets for Electricians. Now, what is this strategy? So essentially we're going to run the same ads or whatever the ad is. We're not interested in the ad in this episode.

We're more focused on the actual audience. So what I mean by audience audience is and if you look at Facebook, it's like a group of people who are interested in a thing. But let's let's step out of Facebook because, you know, Facebook may not be around forever or Facebook's kind of out of our control as to what they do. So we can put ads on Facebook and put on YouTube. We can put it somewhere else.

I want to take it out. Let's go back before the Internet. Well, where would your audience be? So, for example, if you're a fisherman, would you go to the fishing store? If you're into working out, would you go to the gym?

If you're interested in electronics, would you go to an electronic store? So these are essentially three different audiences that you could highlight. So what you'll do is we will grab one ad. So the same ad say say we're offering a free or not even free, like whatever the thing is, just get a free quote. For argument's sake, give us a free quote to the fishermen.

And what you do is you go put a sign up or an ad in on the so they have a notice board or something at the fishing shop where you get all your tackle and your lures and all that type of stuff. You put that ad up there. You also put the ad up on the gym. So they could do at the gym. They got a notice board.

You might put the ad up there. And then you've also got the electronic store and you might put an ad up there. So now you've got the same ad up in front of three different audiences. And that's great. The other thing here is you want to measure the differences.

So maybe one ad or one audience has 10 people call you in a month. The other one has one and the other one has a hundred. Where would you then continue to spend your money marketing for customers? Where would you put the money down? Would you spend it on the one that gave you one, one lead, or would you put it on 10 or a hundred?

You'd spend it most of your money, your turn. So you stop, say the fishermen that didn't get in that gave you one ad, the gym gave you 10, but then the electronics store in that month gave you a hundred leads. Would you then continue to spend money on the one that gave you a hundred? Yes. You turn the other two off and then you just have the one that gives you that extra money, extra those extra costs for your money.

So that's kind of how you might do it. And you could do that with like, not just those three things, but anywhere there's like a group of people that is considered an audience and they might have a common interest in whatever that interest may be. Now coming into Facebook's world, the audience is basically, you can target people who like fishermen fishing. You can target people who like to go to the gym. You can target people who like Arnold Schwarzenegger and going to the gym.

So there's like, you know, you're combining two together. And then you can target people who might be interested in some kind of electronic gadget or something. And this is how we're going to move forward doing some ads in the following weeks. So we're going to run a series of ads. The first one is we're just going to throw, do a video, throw it out there and we're going to say, offer them something.

And this is going to be to 10, 20 different audiences. And this is from, so this strategy I'm going to be doing is from Frank Kern and is it being in the market? Is in space for a very long time. And he uses this strategy himself. And this is where I got it from.

So in Facebook, we're going to be using just one ad testing, one ad against 20 audiences or so 10, 20, whatever you want. It doesn't really matter. And then you still show that ad, you know, find out what works and what doesn't. And there's two different types of ads who are going to be running. Like it's going to be the one ad that we're going to have.

Two ads, really, but we're going to have two different types of audiences. So we're going to have one where we're going to tell Facebook, we want a conversion, which basically means we want to send this ad to people who are most likely going to convert. So a conversion might be they give you email, they might make a payment, depending how you set this up. So right now we're just wanting them to give our email. So we're going to get a conversion ad and we're going to tell Facebook, OK, find people who are most likely to give us their email in exchange for the thing.

That we're giving away. So that's like the first one. And then the other one is going to be a video view ad. So we're going to do two ads with the same 20 or 10 to 20 sets of audiences. I'm going to run these ads to each and see which one works.

The other one being conversion. And then we've got audiences, sorry, video views for the same audiences. So the video views is basically we're just going to be giving away free content, free value for the people that you're going to be serving. So, for example, you're in electrician. What do you know that your customers want?

What questions are they asking? What problems do they run into? You're basically just going to give that information or I'm going to give it away for free as to what I find they may be needing help on. And that's basically it. So we're going to have one which is a direct ad.

So the direct ad is like, hey, get this thing and that's it. So it's then then that's a conversion. And then the other one is video views. So we just want them to watch this video and get to know us because we're brand new in this space. Nobody really knows about us.

So we want to help build the audience and build people's engagement and go from a cold traffic. So someone who doesn't know anything that it's a warm to hot weather actually made a purchase. And that's why we're doing those. So because some people might be ready to buy or do the thing right now. People, they don't know you.

They want to build trust. And if I was to walk up to you on the street and say, hey, give me a thousand dollars and I'll rewire your house or whatever the thing may be, you'd be like, I don't know. Why would I give this guy a thousand dollars? I don't trust him. Some brand I'm just walking up.

Whereas if I'd known you for two, three years and I've been your friend for a while, I'm like, hey, I'm electrician. You need your house. Why be a thousand dollars? Which one would you more likely do? So one is building a relationship.

One is just kind of. Some people will just take a purchase and will want to do the thing because they're ready to buy right then and there or ready to take action or they've got that need. Other people, they may not be so sure. They may be thinking about it. They may just like not need an electrician or, hey, you're an interesting guy.

I'm going to follow you. Whatever the thing may be. So this is the strategy going forward. If you have any questions, go to marketing secrets for electricians dot com. Let me know.

Hopefully that made sense. And I'm going to be doing a detailed step by step in the members area there. So if you want to do this strategy on Facebook, I'm going to be going through sharing my screen and going, OK, we're going to do this. We're going to create this audience. We're going to create that.

Here's the ad. Put it together and send it out and you'll see step by step what I'm doing. So hopefully that helps and I'll talk to you soon. Have you ever wondered how that electrical contractor came to be so popular? Have so many customers and what they did to get there and let's face it, a bit jealous that your business isn't quite there yet.

Well, I'm doing a interview video series where we're interviewing these electrical contractors, getting the gems of knowledge and what they've learned over the course of time that they've run their business to get it to that point. We're not only going to cover how they got there, but what what pitfalls they ran into along the way. So you don't have to go through them yourself. You can go straight to ideally having that success or implementing things straight away that lead to your business growing a lot faster than it otherwise would have. So if you're interested in getting and listening to this video series course, you can go to marketingsecretsforelectrician.com and I'll see you there.