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Facebook Ad Secrets For a Crowdfunding Campaign

Published by Salvador Briggman. Find him on Twitter.

Do you want to see a rush of traffic and support for your crowdfunding campaign?

You gotta look into Facebook ads!

The tips I’m about to share work for both Kickstarter and Indiegogo. It doesn’t matter if you’re trying to raise money for a board game, a design project, or a book.

When you apply the effective strategy that I outline in the video below, you’ll create profitable Facebook ads that will bring you backers and funding dollars.

Unlike some of the other techniques out there, this is a scalable strategy. You can continue to pour money back into the ads and get even more campaign backers!

The video below will show you how to get started (it’s not as hard as you think).

Woah! Light bulb moment, right?

Now, it probably makes sense why so many of the entrepreneurs who have come on my podcast rave about the effectiveness of Facebook ads.

This is a powerful way to accelerate the funding momentum of your Kickstarter or Indiegogo campaign. You just gotta add this weapon to your arsenal.

At the same time, it’s not all sunshine and rainbows. There are some things that you have to watch out for before walking down this path. I’ll go into more of that below.

Why creators fall into the “FB ads trap”

Don’t get me wrong, I love Facebook ads. The problem is that you can waste a lot of money running them. When you get it wrong, it’s almost like pouring money down a deep dark black hole that you’ll never get back.

I’ve had so many creators reach out to me, expressing frustration, anger, and a sense of hopelessness when it comes to their ads. I’ll get comments like:

“They just won’t convert!”

“I don’t get why people aren’t backing it!”

“Why isn’t anyone clicking on my ads?”

This is the deadly Facebook ads trap that you don’t want to fall into. Thankfully, there is a clear reason why this happens. I can sum it up in one word… misalignment.

In order for your ads to perform well, you need complete alignment when it comes to your:

  • Target audience: the people you are advertising to
  • Creative + Messaging: the short version of “offer” that you are presenting to FB users
  • Core offer: The effectiveness of the landing page, squeeze page, or campaign page that visitors are brought to

You need to have these three pillars set up correctly in order to reap the rewards of a profitable advertisement (which can be substantial).

You can have the right creative + messaging and the right offer, but if you’re advertising to the wrong people, it will go no where.

Obviously, you can’t expect many sales if you advertise a quality woman’s handbag to a bunch of dudes. Maybe some might pick it up as a present for their wife or girlfriend, but likely it won’t be many.

However, if you were place that same advertisement in front a bunch of females, the sales would skyrocket!

Does that make sense? Let me draw your attention to another example…

The fallacy of “build it and they will come”

The second pillar of this Facebook advertising system is the creative + messaging that you use to gain the attention of a FB user and get them to click on your ad.

By creative, I simply mean the image or video that you include with the ad. The messaging refers to the text or copywriting that teases the offer and why they should click the link to be taken to your website, page, or campaign.

When you fail to get this step right, you fall into the classic trap of thinking that just because you have a great product that people will check it out and buy it. WRONG!

For example, let’s just say that you single handedly invented the iPhone (that would be pretty amazing, eh?). You are now trying to tell everyone about this revolutionary phone.

You post a photo on social media, say that this is a “revolutionary device” and wait for the orders to pile in… except none do. Why not?

Because people:

  • Don’t understand how they can use it
  • Don’t realize all of the different benefits
  • Can’t comprehend why it’s so special
  • Don’t know who YOU are and therefore have no way to trust your claims

Likely, if people were to come across the image, they might think it’s some kind of calculator, or maybe a gameboy.

Simply by looking at the image of the iPhone, they don’t realize everything that it can do and how it can make their life better. You gotta tell them!

Not only do you have to create a great product, you also have to create an offer that underscores the core benefit that people care most about, whether that’s accessing the internet on the go, staying in touch with friends and family, or listening to their music from their cell phone.

Why your core offer matters…

Finally, you can get the first two pillars right, but you also gotta do well with the third in order to have a successful Facebook advertisement.

When people actually click on your ad, they are expecting something. Usually, they are expecting you to fulfill on your promise in the ad.

They don’t want to be taken to a website that has nothing to do with the promise or it’s difficult to find what they are looking for.

This core offer could take the form of:

  • Pre-launch landing page
  • Squeeze page
  • Sales page
  • Campaign page
  • etc.

Usually, this page is meant to either capture email addresses or facilitate a financial transaction (aka get them to back your project).

You can drive high quality traffic to this page, but if it’s only converting at something like .01%, then you need to work more on the conversion. You need to re-think how you can present your offer.

Otherwise, your ads just won’t be profitable. It will cost you $500 to make $100 in sales.

I talk way more about this in the video that I put together here, which goes into how to make an effective Facebook advertisement.

Not only will I share more tips with you, but you can also ask questions in the comments section.

The one thing I would ask is if you take a second to subscribe to the YouTube channel and give the vids a thumbs up if you like it. Thanks!

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