Market, Scale, Grow: Facebook Ad Marketing Strategy for Teacherpreneurs

196 | The Most Important Part Of An Ad Campaign: Five Essential Questions for Success

• Jenzaia • Episode 196

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This episode emphasizes the foundational work that goes into creating impactful ad campaigns. We dive deep into the importance of understanding audiences and what makes ad campaigns truly successful.

In this episode, we'll chat about...
✨ Five essential questions every marketer should consider before launching ads
✨ The importance of emotional connection in marketing messages
✨ How to relate offers to seasonal themes for better engagement 


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Speaker 1:

Hello, it is birthday week and I am really excited about it. I am apparently, according to my husband, who loves to remind me of how old I am getting, I'm no longer in my mid-thirties, I don't know. I feel like I'm at a crossover, where it's like the end of my mid-30s, beginning of my late 30s. I'm 37. I would love to know what you think. I feel like 30, and this goes for like any decade, but so 30, 31, 32 is your early 30s, and then 33, 34, 35, 36, 37 is your mid 30s, and then 37, 38, 39 is your late 30s, maybe even not 37, because what did I say for early? Are we dividing it equally? Because if we're dividing it equally, then it would be three. So 30, 31, 32, and then 33 through 4, 35, and then 36, 37, 38, and then we just have an extra year. We just have an extra year. Does middle get the extra year? So like 30, 31, 32 is early, and then 33 through 4 through 5, 36 is is middle, and then 7, 8, 9 is late. I don't know, I feel like that's the answer, but I don't like it. I don't like it at all. Anyway, thank you for being here Today.

Speaker 1:

We're going to talk about a question that I recently was asked by a client. We were on a strategy session and we had just gone through the beginning stuff, work that we we do before we even look at ad campaigns and we talk about, um, like, audience, your business, what your goals and your vibes are, all of that right or not, vibes, values, what your values are and so we had just finished all of that and then we're about to start talking about the ad campaign and she goes Okay, so what's the most important part of an ad campaign? And I was really excited that she asked it and especially that she had asked at that point because, like, oh well, we already did that, that's what, what we just finished, the. She was surprised too, and I'm not. I'm not surprised that she was surprised, because most people think that it's the audience that you're targeting on Facebook, or it's your images, or that there's some magical thing within the creation of your ads that makes the whole difference. But there isn't. Well, it isn't the thing.

Speaker 1:

The most important thing is what you do before, and that is getting very, very intentional and detailed about who your audience is, who not, and not your big audience, but this specific offer, whether it's a freebie or a paid something. Who is going to benefit from this and how are they going to benefit? So there's five questions that you really need to stop and, in detailed, be able to answer before you move on. So that first question is what is your offer? What, what, what are you doing? And again, it can be for a freebie or paid. This can be for a membership, a low ticket offer. It can be for a course, it can be for one-on-one services. What, what's your offer?

Speaker 1:

Being able to clearly explain what you do in layman's terms, without any jargon, without any blah, blah, blah, that's something anybody could understand. That's key and one of the ways that I really like to do that is kind of like an elevator pitch, but what I was taught about elevator pitches is if some, some, if you start with a question, then that can really help people. So something along the lines of you know, when you are searching for dog food and all of a sudden you are seeing ads for dog toys and dog food and dog sitting and dog walkers, they're just all of a sudden popping up everywhere and the person goes oh yeah, I hate when that happens. You're like that's what I do. That's what I do. I'm a person who makes that happen because I'm a Facebook ad strategist.

Speaker 1:

When you search for XYZ, I have infiltrated the system and I recognize ooh, they look for XYZ. I need to put my product that falls under Z. I Need to put that up. It's so weird that I said Z because I'm Canadian and I always say Zed, but anyway, xyz and this, that my product that falls under Z. I need to put that in their face. So, um, I really like the clarity and the simplicity that that brings, because if you're asking a question and you want the person to be like oh, yeah, yeah, I totally know that, then you need to ask it in a way that people are going to recognize. People are going to understand, they're going to be able to connect with it and whether or not you have a dog, most people understand. If they go, oh, I don't have a dog, you can be like well, you know, like you were looking for yoga pants or something, or a spin class or paint, like there's so many different ways that that happens Like every single product.

Speaker 1:

I did a single order from Walmart and now for the last three weeks I've been seeing Walmart ads and I'm questioning if that was worth my time. I'm like Walmart I know you exist. I don't need to see ads for you. Stop wasting your money. Keep the products like less. Put more into keeping your products less expensive and less into your marketing budget, walmart, anyway. So that's your first question. Can you clearly clearly explain what you do to someone? Question number two is what does your audience want more than anything?

Speaker 1:

And one of my very first clients she had a mindfulness freebie and it was for coaches who wanted to become more mindful and to journal. Like she wasn't teaching journaling, but she was like using journaling to help them develop their mindfulness and having that quiet time every day and self-reflection. And we were really struggling to get ad copy that was resonating with people and I so clearly. We were sitting in the basement, my husband and I, and I was texting her, um, and I remember being like so what? I feel like I texted her, so what? Like eight times in a row. And I also remember now that I'm really thinking about it.

Speaker 1:

I remember saying to her before we started I was like I'm probably gonna annoy you, like I'm probably gonna bug you so much right now, and then, just eight times in a row. I was like, so what? Like why? Was she like because they want to better understand their feelings. I was like, why? So that they can have clarity on their emotions. I was like, so what? So that they can understand the emotions? And I just kept being like, so what? Why? Who cares? And I totally cared and I really wanted to help her and what it did was get past that first level of thinking of like, well, everyone wants self-reflection, like they're.

Speaker 1:

We're putting this mindfulness thing out because people want to be more mindful, mind mindfulness. They want more mindfulness in their life. Um, but we really needed to cut past that first layer and the second layer and the third layer to really get in there of to the, the deeper pieces of the puzzle of things like, um, feeling more connected with their emotions and so that they would have a better understanding of the next steps in their business and and whatever it is. I can't remember all the specifics of it now. This was like three years ago, four years ago, but when you're thinking about what does your audience want more than anything, it's probably not going to be that first thing you think of. You're going to need to go deeper, like they want to save time. Yeah, everyone wants to save time. Why, so? What? So they can have more time with their friends and family. Yeah, we all want more time with our friends and family. Like, why? Why is that so important? So that they're feeling more balanced in their life. Teachers are really burned out and they want to get more time back in their school days so that they can spend more time with their family, so that they can feel more balanced and feel more connected to the people that are closest to them. Right, getting deeper beyond the thing that you could say like yeah, everyone wants that.

Speaker 1:

I have a friend who I remember saying to him we lived in Taiwan at the time I was like, oh, traffic's the worst. He's like that's a non-statement. I was like, what's a non-statement? And he was like something that everyone believes. I was like, oh, yeah, he's like you're not going to find anyone who likes traffic, so saying I hate traffic is just a non-statement. Obviously you hate traffic. No one likes traffic. And I was like, oh, I see what your point. And so that's the same kind of idea Like everyone wants to save time for, from things that are less important to just shifted towards the things that are more important. It's kind of a non-statement Um, everyone wants to save money or time, and hopefully both. Um, okay, question number three is how do you help them achieve this desire, what they want more than anything. So how do you help them achieve this desire with your offer specifically? So, going back to that thing you do, how does that thing help them achieve what they want? And so we're kind of like blending those first two questions together and really connecting your offer with their desires.

Speaker 1:

Sometimes I hear marketers talking about this as like the wrapping paper, and so maybe you need you know that your audience wants to help their students learn multiplication facts, and they want to be able to do it in a fun and engaging way. And then that wrapping paper changes. You have multiplication practice for spring and for summer and for fall and for winter, and you have multiplication practice for all different holidays, and you have multiplication practice for different like apple themes and bunny rabbits and eggs I don't know why I thought of that one, probably because I'm thinking about Easter eggs and you could have for, like, music-based ones. And so you have all of these activities with different themes and you're just wrapping your, what you offer, in different ways so that at different times of the year that it will entice people based on where they are in the season of life. Another great example for this is if you have some sort of goal planner and in January, goals fresh start, reset, you know, new year, new you or new year, same you, with goals, right. And then you can shift the marketing shift, the messaging shift, how you connect what you offer the goal planner, with what your audience wants more than anything. And you can say like quarter two planning, keep yourself online, like for your annual goals, like check in, create those goals. And then when summer rolls around, you say, like summertime, don't let the summer slow down, stop you. And then fall right, like we're going to fresh start for fall and renew, and when December and quarter three comes around, like prep for the new year. So there's all, it's one goal planner and we're just repackaging it throughout the year based on, like, what your people want, and so that's a big piece of this.

Speaker 1:

And then also, just how do you specifically do this? Like, what in your goal planner is different than any generic goal planner that you could come across? I did not create this, obviously, but the SMART goals, the specific, measurable, attainable, realistic and timely. That's a great example of that. I have no idea who created that. I've been being told about SMART goals since elementary school. I remember having to create them in grade seven. I remember having to create them in high school gym class. I remember being talked about in university and teacher's college Like smart goals are just one of those things that somebody created and you're like, yeah, okay, this makes sense and that's how they do it.

Speaker 1:

So what is special about your offer that makes sure that people are going to obtain what they want. So those are the two facets of question number three how are you packaging up your thing to match what people want right now in this season of life? And also, how is your thing special? I'm not the only person who offers Facebook ads right, I'm not the only person who does that, but I do have an expertise in the teaching business world. I'm a teacher business owner myself. I've been teaching in the classroom for 10 plus years. I totally understand that world. I also have a TPT store, so I understand the intricacies of Teachers, pay Teachers and how their platform has changed and how that has caused a huge change and a huge shift in marketing and Facebook ads in relation to teacherpreneurs. So that's a big part of what I'm able to do is I can understand very deeply the teacher business world and the and teachers as an audience, and I can make sure that my clients, who are teacher business owners targeting teachers in the classroom everything like really goes together.

Speaker 1:

Um, okay, question number three what is your audience's biggest obstacle in achieving success without what you offer? So if they didn't get their hands on your offer whether it's your freebie or your paid offer, whether it's a membership, a course done for you services what is their biggest obstacle in achieving it? So let's just go through like a whole gamut of things. The multiplication practice If they don't have your offer, then they might be creating multiplication sheets from scratch. We're not saving time, we're not saving energy, we are doing a whole ton of work right. The mindfulness journaling activities If they don't have that offer, then they might just be like flailing through and not ever be able to find that inner peace, inner calm. If it's the goal planning, maybe they're going about goal planning, in your opinion, a completely backwards way and they don't have a step-by-step process that really helps them clearly identify their goals and outline steps towards achieving them.

Speaker 1:

And then in the final, on my example, is the biggest obstacle that people face without Facebook ad services that I provide is the overwhelm of the Facebook ad platform Feeling like they're going to get their account shut down, that they are going to cause like Facebook to explode, and just like overwhelmed from a platform in and of itself. There's tons of acronyms in there, there's tons of like numbers and data and places you can click and different ways you can go about doing things and words that many of us have never heard before we go into an ads platform, like conversions and traffic. I mean, we know the word traffic, but not in the same context. So, just straight up, overwhelmed. So that's question number three what is or sorry, number four what is your biggest obstacle to achieving success without your offer?

Speaker 1:

And then the last question, question number five, is what do they fear will happen if they don't solve this? What is keeping them up at night? Or what are they talking about when they go out for drinks with their bestie? What is that biggest fear that they just like, cannot stop thinking about, cannot stop ruminating about what is holding them back if they are not able to solve it? So you really need to get deep, get emotional.

Speaker 1:

You don't want to say surface level for any of these questions. You really want to deeply, deeply know and understand that emotional piece of who you're serving, because that's how you will write blog posts, podcast episodes, emails, ad copy, instagram posts, reels, tiktoks. Every single piece of your marketing will get better when you deeply, deeply, deeply answer those five questions. So, just as a quick recap, question number one is what is your offer Like? How do you help people Elevator pitch, turn it into a question that anyone can really understand? That's my tip there.

Speaker 1:

Question number two what does your audience want more than anything? Number three how do you help them achieve this desire with your offer? What makes you special, different than anyone else? And also, how are you connecting those two things in this season of life? Question number four is what is their biggest obstacle to achieving success without what you offer? And then the last question is what do they fear will happen if they don't solve this? I really hope that these questions are helpful, that you're able to go deeper in your marketing, that you're able to tease out some of these emotional pieces that can help you create those angles, that information that are really necessary to take your marketing to the next level. Um, as always, thank you so so very much for being here and, um, yeah, have a wonderful, wonderful rest of your weekend.