This is part 3 of 3 in a series about creating Facebook Ads for lawn care.
Out of all the things we’ve talked about in this series, THIS is probably the #1 thing that stumps lawn care owners.
You have to know:
- What you want to accomplish with the ads
- How to choose your target audience
- What benefits you’re going to sell
- If you’re going to do any promotions
- If you’re talking to leads or clients
In this article, I’ll be showing you everything you need to know in order to create perfect Facebook Ads.
Plus, there will be a special gift I’ll be giving away later, so just keep reading!
What are you trying to accomplish?
This step is extremely important, because it helps determine your target audience and what your ads will look like.
You need to decide if you’re trying to get more:
- Client upsells
- Client retention
This decision alone will determine the rest of your campaign. The good news is that most of you already know the answer to this question (even if you don’t think you do).
Here’s how you decide:
Conversions = More Revenue
If you’re trying to make more money, you’ll want more conversions. This just means you’re looking to turn more people (AKA leads) into clients.
Do this by giving away a valuable piece of content for free.
For example: give them your top 5 lawn care secrets.
Client Upsells = More Consistent Revenue
You’d choose this option over the conversion one, if you’re trying to create more consistent revenue within your lawn care business.
The problem with new conversion is they sometimes don’t work out. It’s not necessarily anything you (or they) did, you guys just weren’t a good fit.
The benefit of upselling current clients is that they already love you! They’re loyal to you, and they’re not leaving any time soon. These are the clients you’ll want to upsell.
Upsell them by creating an exclusive sale or upgrading incentive.
Client Retention = More Consistent Revenue + Referrals
So this option is very similar to client upselling, except it’s more specific. If you’re looking to increase your client retention (with more consistent revenue), while still making more money- this is your option.
Client retention is easy, once you know what to do.
Consistently give your clients valuable content. This content can even be something as simple as humanizing your business (putting the faces with the names).
Post pictures of your team in action and introduce employees of the month, birthdays and even company anniversaries. Show your clients why YOU love your lawn care business, so they can love it for those same reasons too!
In turn, offer client referral programs. Give them your lawn care business’ magnets with a coupon for every successful referral they send your way.
Not only does this create a deeper, more meaningful relationship with your clients, but it also gives you even more like-minded clients! Typically, the good clients refer other good clients.
Coincidentally, once you choose what you want to accomplish, you’ll inevitably decide who you’re talking to - leads or clients.
How to Choose Your Target Audience
The big difference between Facebook Ads and traditional advertising is the ability to actively see the effectiveness of your audience selection - with minimal effort on your part.
Traditionally, you had to either specifically pick a genre of publication to post your ad or you had to release it to a large audience… neither of which is very effective.
Now, there’s a much more productive and efficient way to choose your target market - Facebook Target Audience. After you set up your target audience, Facebook will tell you if there are any issues with your selection.
Here’s an example of what that’ll look like:
When you choose your target audience, consider:
- Where you live (small town or metroplex?)
- Who your target market is
- What you want to accomplish (more leads, more conversions, more upsells?)
- What benefit you’re trying to sell
If you have any further questions about choosing your target lawn care audience, please see step 3 of part 2 in this series.
What Benefits Are You Going to Sell?
Once you have your target audience chosen, you can decide what benefits you’ll sell.
Getting inside of your leads and clients’ minds is a VITAL aspect of converting and upselling with long lasting retention rates.
You have to know what your clients want, so that you can sell them the BENEFITS of your services - you know, the ones they actually care about.
This is important to note, because most lawn care businesses are trying to sell their services. It’s the wrong way to sell, because your clients don’t care about what you’re selling. They care about what it’s going to do for them - the deeper benefit.
So when you’re creating an ad, ask yourself, “so what”. Keep asking until you can’t answer anymore. This may take several times to find the DEEPEST BENEFIT, but it’s well worth it! Be as specific as possible in the answer, so that you can really get to know the lead or client.
Q: How will my services benefit my clients?
A: They won’t have to mow their lawns every Saturday morning.
Q: So what?
A: They’ll save time.
Q: So what?
A: They’ll be able to sleep in and spend that time with their family.
THIS is the benefit you’re going to sell to your leads and clients on Facebook Ads. They’re the things that are going to stand front-and-center in your ad.
Are You Going to do Any Promotions?
Whether you’re trying to gain new clients or upsell your existing ones, you need to decide if you’re going to do any promotions.
There are a few factors that come into play to help you determine this:
- Your branding
- Your target market
- Your finances
- Your area
- Your cost of acquisition per customer (if it’s high, you probably won’t want to do a promo)
- Your competitors (well… somewhat)
All of these factors will play into this decision. Now, I can’t tell you what’s right for you and your business. Though, I will say that it’s generally in your favor to do a promotion of some kind.
Promotions don’t have to be anything fancy or expensive. Your goal is just to create something to catch their attention:
- 10% of your first 3 services
- 20% of your first service
- 40% off the first service of your upgraded package
- 40% off 1 of your services for each successful referral
- 1 free service for every 3 successful referrals
Some of these promotions are higher dollar than others, but it kind of gives you an idea of what yours should look like.
While promotions aren’t an essential part of your business, they’re certainly a useful one. It definitely helps you make money more quickly.
A word of caution: Don’t use promotions too much. They’re useful - but like most things - use them in moderation. You don’t want leads waiting for your next big sale before they convert. You also don’t want people to join you for the deal and then drop you. Be cautious!
Understanding how to create successful ads prevents you from having to hire a marketer to do it for you. Some larger lawn care companies may find this to be beneficial. But, most small to medium sized lawn care companies can’t budget for it… and you shouldn’t have to.
Once you understand the basics, Facebook Ads are fairly simple to set up. The best part is that after you set it up, they essentially run themselves.
I promise, if you follow these solid tips, you can be making sales and generating leads TODAY.