Facebook Marketing for Pet Business Owners

(Made Easy)

WHEN TO START How to know when your business is ready for Facebook Ads!

1. LIFETIME VALUE (LTV): You have a clear understanding of the Lifetime Value of a new customer (or at least the annual value of new customer). • Note: LTV of your product or service should be at least $500 to be profitable on

Facebook.

2. PROVEN BUSINESS MODEL: You have a proven business model (aka. You have a track record of selling your products/services successfully over at least a 6 month period).

3. MARKETING BUDGET: You have money set aside for a marketing budget.

DETERMINE LIFETIME VALUE OF A CUSTOMER

PET SITTING EXAMPLE ANNUALLY = approx. $500 (value of a new pet sitting client annually)

2 WEEKENDS: $22 per visit 5 visits over weekend (5 x $22) = $110 $110 per weekend X 2 = $220 1 WEEK: $22 per visit 2 visits per day for 7 days 14 visits over a week (14 x $22) = $308 Note: This is just an example (your numbers may be higher or lower).

DOG WALKING EXAMPLE ANNUALLY = approx. $3000 (value of a new dog walking client annually)

$20 per walk x 2 times a week

$60 a week x 50 weeks = $3,000

Note: This is just an example (your numbers may be higher or lower).

WHAT ARE YOUR SERVICES AND WHAT IS THE LIFETIME OR ANNUAL VALUE?

1. Service #1: ________________________________ Annual Value of a Customer: $_________ 2. Service #2: ________________________________ Annual Value of a Customer: $_________ 3. Service #3: ________________________________ Annual Value of a Customer: $_________

SECRET FORMULA (to guarantee profitability)

Use this formation to guarantee your Facebook Ads can be profitable!

When you know your maximum Cost Per Click – you know when to “turn off your ads” to ensure profitability. Example:

• $500 = LIFETIME VALUE OF CUSTOMER (LTV) • $100 = PROFIT ($400 IS YOUR COSTS) • $50 = ½ OF PROFIT IS YOUR MAXIUM COST OF ACQUISITION (COA) • (amount to spend on FB ads to get 1 new customer) • 20% = SALES CONVERSION (1 out of 5 leads convert to sales)

o How many leads do you need to convert a sale? • 5 LEADS NEEDED TO GET 1 SALE

o $10 cost per lead (COA / # of leads needed) • 5 CLICKS NEEDED TO GET 1 LEAD:

o $2 cost per click (Cost per Lead / #of clicks needed)

WORKSHEET: FB Ads Profitability For Your Business (Maximum Cost Per Click) A $_____________ = LIFETIME VALUE OF CUSTOMER

B $_____________ = PROFIT (LIFETIME VALUE OF CUSTOMER - YOUR COSTS)

C $_____________ = MAXIUM COST OF ACQUISITION (COA) = ½ of profit from Line B (amount to spend on FB ads to get 1 new customer)

D #_________ = LEADS NEEDED TO GET 1 SALE

• How many leads do you need to convert a sale? What is your sales conversion rate? • Out of 10 leads, how many usually convert to customers?

o 5 out of 10 = 50% sales conversion rate o 2 out of 10 = 20% sales conversion rate o 1 out of 10 = 10% sales conversion rate

E $_______ = COST PER LEAD (COA/ # of leads needed) – Line C / Line D

F # 5 = CLICKS NEEDED TO GET ONE LEAD (landing page should convert at least at 20%)

G $_______ = MAXIMUM COST PER CLICK (Cost per Lead / #of clicks needed) - Line E/ Line F

KEY: TURN OFF ADS WHEN YOU START TO SPEND MORE THAN YOUR MAXIMUM COST PER CLICK (to stay profitable with your Facebook Ads

MARKETING STRATEGY How do you fit Facebook Ads into your existing marketing strategy?

TRADITIONAL MARKETING This is true of all print, TV, radio and magazine advertising. You pay for EVERYONE to see your ad, regardless if they are likely to buy or not!

For example, out of 10 people, you could spend a lot of money showing your ads over and over again to 9 uninterested prospects – just to find the 1 that’s interested.

Facebook Ads are different! You can actually choose who sees your ads!

If you target your ideal customer, then you only pay when your ideal customer sees your ad! How awesome is that!?

Put FACEBOOK ADS to the “profitability test” Test the profitability of Facebook Ads against any of your other marketing!

Remove one of your traditional marketing items for one month – and see how Facebook Ads stack up and measure it…

Dollar for Dollar!

Money Spent Vs Money Made

5 KEYS TO SUCCESSFUL FB ADS 1. A GREAT offer 2. Copywriting / Imagery 3. Landing Page 4. Facebook Back End System 5. Audiences

1. GREAT OFFER - WOW IDEAS A great offer is something that when someone reads it…they say WOW!

So it’s ALWAYS more than a free consultation.

Local Service Business: Crazy Discount is a great way to start!

RULE OF THUMB FOR THE “CRAZY DISCOUNT:”

1. If you are sending out mailers – double discount 2. Match your Groupon Type Offer (at least in perception)

2. COPY WRITING AND IMAGERY - Job of the image – stop the scroll - Job of the headline – read the ad - Job of the ad copy – click to landing page

Are these 3 elements in the ad “doing their job”? Is your ad healthy?

KEY TO SUCCESS = HEALTHY AD: How to tell if your ad is doing well…

- Unique CTR (All) = over 3% - Unique Outbound CTR = over 1% - Relevancy Score = over 7

3. LANDING PAGE

Always send them to a special landing page (designed to go with your ad). Keys to a great Landing Page:

1. Congruency (picture and words on ad match picture and words on landing page) 2. Feels “Local” 3. Split Test to always be improving results

KEY TO SUCCESS = HEALTHY LANDING PAGE: How to tell if your landing page is doing well…

o Sales / Ecommerce – 1-5% o Lead Generation – 20%

4. FACEBOOK BACK END SYSTEM You don’t need any other third-party software to run FB ads. STEP 1: Create Campaign

Choose objective

• Traffic • Page Likes • Conversion

• Lead Generation - Voucher/Schedule a Consultation • Online Sales

FOR A CONVERSIONS CAMPAIGN - you need to set up your custom conversion first

STEP 2: Create Ad Set - Choose… - Daily budget - Start and end date - Scheduling - Audiences - Location - Age* - Gender - Language* - Custom Audiences - Detailed Targeting - Placement - Bid Cap*

To use custom audiences - you need to set up a custom audience first

5. PERFECT AUDIENCES:

• The best method for laser-targeting your "ideal customer" and choose audiences, without wasting money on the wrong people…

6 magical audiences:

- Custom Audience (works best if you have at least 1,000 in each of these audiences):

Web site Visitors FB Page Engagers Customer List

- Look A Like Audiences (start with 1% of US population = 2.1 million people):

Web site Visitors FB Page Engagers Customer List

3 SETTINGS you can use quickly to get better results in Facebook Ads…

- Age - don’t set them (trust the algorithm) - Language - don’t set it (don’t put English US) - Bid Cap – Use automatic or triple bid cap $

INSIDER KNOWLEDGE on the number one biggest mistake you can make with Facebook Ads and how to avoid it!

- Set up extra ad accounts (don’t put payment info on them) - Do this with business.facebook.com - This will protect you if your Facebook Account gets shut down (you will have a back-

up account to start using)

POWERFUL RESEARCH

A simple way to do quick research to guarantee your ads will go to your ideal customer!

Audience Insights >

Interests: Rover.com (or any competitor with a large enough audience on FB to be listed)

Research PAGE LIKES of a competitor (use these in “targeted interests” area of Ad Set)

PIXEL If you do NOTHING else after this webinar – you must set up your pixel!

“Facebook Pixel Helper” – Chrome Extension to check to see if the pixel is properly installed.

3 EASY STEPS TO SETTING UP YOUR PIXEL:

1. Go to Ads Manager 2. Pixel – generate code 3. Ask your developer to place the code in the header tag of all your web site pages.

INSIDE SCOOP ON THE ALGORITHYM The Algorithm is ALWAYS changing!

What is Facebook’s Main Objective? Hint: It’s not making money off your ad specifically

ANSWER! Keeping people on Facebook

The Algorithm gets “nervous” when people don’t like your ad – because Facebook doesn’t want people to log off of FB! If people don’t interact with your ads (very few likes, shares, clicks) – Facebook determines people don’t “like” your ad – and they don’t want to show them!

The worst thing that can happen is that people mark your ad as “spam” or “hide all.”

Facebook handles this by penalizing your ads…

1. Charging you more per impression/click 2. Not showing your ad to as many people (low “reach”)

THE SOLUTION… RUN GOOD ADS THAT PEOPLE LIKE (AND CAN’T WAIT TO SHARE)!

SIMPLE TECHNIQUES IN A NUT SHELL 1. Come up with Great Offer (your WOW idea – start with the Crazy Discount).

2. Send your ad to the right audiences (using the tools I showed you).

3. Make sure your Landing Page only does ONE thing with ONE call to action above the “scroll.”

ADVANCED TECHNIQUES Retargeting your ads!

- Use videos in your ads – retarget to people who have viewed them - Retarget to people who went to your lead page but didn’t fill out the form - create ads

designed just for them

2 SPECIAL OFFERS FROM WOOHOO AGENCY (PET BUSINESSES ONLY)! $297 - LAUNCH STRATEGY SESSION (normally $500) Discount for the first 10 businesses that schedule their slot! - Personal 60 Minute Facebook Consultation with Julie - Afterward Julie will compile and send you your Customized Marketing Launch Plan (PDF specific to your business with marketing launch plan) You will walk away with...

1. 3 ACTION STEPS: Julie will help you create a great strategy of where to start RIGHT now with Facebook Ads (based on your business marketing goals).

2. YOUR UNIQUE PROFITABILTY FORMULA: Formula will be customized for your business (so you know exactly how much to spend on FB - based on your specific business model).

3. YOUR WOW OFFER: The perfect "Wow" offer for your services.

4. FACEBOOK AD TIPS: Tips for how to write your FB ad and choosing images, so that your Facebook ads will be successful.

5. LANDING PAGE IDEAS: Ideas and suggestion for your web site (or landing page) so it will quickly convert into sales.

$97 – Pet Industry Marketing Files (normally $250)

You will get 5 Facebook ads and 5 Landing Pages for your pet business!

Just add your business name to the Facebook Ads and Landing Pages text.

Pet Businesses included: dog sitting, dog walking, pet groomers, dog trainers and dog day care owners

• 5 Facebook Ads for pet industry – text and 5 image options

• 5 High Converting Landing Page Funnel (ClickFunnels landing page funnel to go with ad)