With over two billion monthly active users, Facebook is home to just about anyone and everyone you know and don’t know.
Everyone from your neighbor’s dog to CEOs and CMOs use Facebook.
With such a large user base, it’s not hard to reach your target market.
But that doesn’t mean it’s easy to land big clients. In fact, it’s quite the opposite. People don’t browse Facebook for ads. And most display ads on Facebook don’t have a high CTR.
Facebook Ads are great for casting a massive net and landing a few clients.
But if you want the best clients that really grow your business, you need to use Facebook Messenger Ads to get personal.
Here’s how to land big-ticket clients using Messenger Ads.
Take An Account-based Marketing Approach
Landing big-ticket clients isn’t easy. And there are no shortcuts.
But the biggest way that people go wrong when looking to land a marlin in a sea of minnows is by using inbound marketing tactics.
Yep, you read that right. Inbound marketing is great, don’t get me wrong.
But when it comes to big fish, it’s not.
Let me explain:
The whole goal of inbound marketing is to open the floodgates and bring in thousands of visits and users with the hopes of converting a small percentage of them.
But big fish aren’t going to give you a million-dollar account deal from a wimpy Twitter ad. Heck, they probably won’t even see it.
Instead, you should be focused on using an account-based marketing approach. Account-based marketing is the idea of treating potential clients as their own market.
Marketo perfectly summarizes account-based marketing with their definition:
“Account-based marketing (ABM) is an alternative B2B strategy that concentrates sales and marketing resources on a clearly defined set of target accounts within a market and employs personalized campaigns designed to resonate with each account.”
Instead of using inbound marketing and casting a wide net, filtering leads through qualifications later in your funnel, you do that upfront.
You select target accounts that you want to land and then fully customize your marketing to perfectly fit their needs, rather than hoping that they will respond well to generalized ads.
And according to the latest data, account-based marketing works. 97% said ABM had a somewhat or much higher ROI than other marketing methods.
Account-based marketing is a proven way to land big clients. The statistics are endless for its proven worth.
By qualifying accounts and potential clients before getting them deep in your funnel, you can focus on higher quality advertisements.
On top of that, you know these leads are top-notch and are looking for products in your space. The only convincing you need to do is selling your brand over a competitor.
Plus, you spend a fraction of the cost on ads. Instead of running tons of ads in the middle of your funnel or trying to convert at the bottom, you only run ads to your select target accounts.
That’s thousands of fewer clicks costing you money that was never going to convert.
And even if ad cost is high, ABM is meant for big-ticket clients, meaning higher acquisition costs can be justified because your end client is likely massive when it comes to revenue.
Thankfully, though, ad costs are relatively low when it comes to Messenger. AdStage found that most CPCs are less than $1.00 and that many are even under 30 cents.
Messenger is one of the best places to land big-ticket clients for a few reasons:
- Ad costs are cheap, meaning acquisition is usually low, and reward is massive.
- Messenger isn’t being used by everyone.
- Facebook audience targeting is perfect for ABM tactics.
- Messenger allows you to get personal, which is critical for ABM success.
Ready to get started landing big-ticket clients? Here’s where to begin.
Develop Your Audience Targeting First
One of the most crucial aspects of a good account-based marketing plan is the audience you target.
Like we discussed earlier, this isn’t inbound marketing.
Meaning you don’t want to cast a net too wide to the point where pre-qualification doesn’t exist.
All of your accounts that you target should be highly specialized and able to convert on your offer.
Meaning they need your product and even actively use variations of it.
For example, you can’t target accounts that focus only on SEO if you run a PPC agency. They simply wouldn’t convert.
Plus, you don’t want all potential clients in PPC. You want the top dogs. The companies that would pay you millions a year.
To get started, you can use a custom Facebook Saved Audience. But before we dive into that, you’ll need to list out a few demographics and firmographics for your ideal targets:
- Company size (employees)
- Company revenue
- Income of target contact
- Job position of ideal targets
- Interests and exclusions
Using these five major sources of data, you can start to create small audiences on Facebook that will allow you to use an ABM-style approach to Messenger Ads.
Fire up a new saved audience in the Facebook Business Manager and give it a recognizable name for later:
Next, start by adding basic demographic data like locations, age, and gender:
Once you’ve done this, it’s time for the real work. The specific factors that will help you take your audience size down to only the most qualified big-ticket clients.
In the Detailed Targeting section, you can start to enter those demographics and firmographics that you outlined previously, like income, company size and more.
Adding just three variables using the “Narrow Further” option means Facebook will only add users to your audience that match all of the listed ones, rather than “at least ONE.”
Make sure to use the “Narrow Further” feature each time you add a new targeting option to keep narrowing down the pool.
For example, my sample audience size is now just a few thousand people.
That’s a great start for an ABM-style campaign using Messenger. It’s not too big to where you can’t customize offers and campaigns, and it’s not too small to where you won’t get any traction.
Having a few thousand targets on Facebook will help you collect potential clients that will net the biggest results.
Further down the line, you can further disqualify accounts if they don’t match your goals. But doing this pre-qualification and filtering ahead of time will give you the best targets to work with.
Create Cheap and Passive Brand Awareness
The first ads you run to your small selection of target accounts should focus on developing brand awareness.
Knowing how incredibly cheap Messenger Ads are, it’s a no-brainer.
Focusing on brand awareness is usually something to scoff at. Something that’s only for big brands like Budweiser or Pepsi.
But that couldn’t be farther from the truth. All of those brands started from scratch with no brand awareness. They didn’t simply become a big brand without focusing on building that brand.
When it comes to sales in any industry, brand bias is a huge driver of revenue.
The large majority of consumers and buyers are looking heavily at brand name when making a decision.
It’s even more important than pricing, free returns and shipping, reviews and discounts.
Brand awareness has the power to drive sales over the cheaper competition with better reviews and bigger discounts.
When creating brand awareness ads on Messenger, you want to focus on a short, clear and concise value proposition that explains your business with ease.
For example, check out this ad from Jasper’s Market:
This ad is meant to develop brand awareness, establishing them as the leading place for fresh produce online.
When a user engages with the message-based ad, they’re linked to the website with a simple welcome message:
Let us know if you have any questions about Jasper’s Market. Instead of asking them to sign up or provide info or use a coupon to buy, they are left to their own devices to become acquainted with the company.
When creating brand awareness ads with Messenger, here are a few key points to keep in mind:
- Your image shouldn’t be your logo: Instead, focus on positioning your brand in the eyes of consumers by showing the content of your company. For example, Jasper’s Market shows fresh produce instead of their logo.
- Your headline and body text should be a concise value proposition: What does your company do, and why is it the best?
To create a brand awareness ad with Messenger, you want to use the News Feed placement option, which can be used with the following objectives:
Brand awareness, reach, traffic, conversions, apps, messages.
In the Business Manager, create an ad based on one of those objectives and select the “Click to Messenger” type:
This will establish a Messenger Ad that shows up in the News Feed but prompts users to message you from it, like the example above.
Using these ads focused on brand awareness, you can start to drive Messenger engagement fast and funnel these accounts to the next stage.
Remarket Interested Users With Qualification Questions and Lead Magnets
Once you’ve created passive brand awareness ads, you can start to move in for the real, personalized communications that Messenger is built for.
With Messenger, you have two options for ad placement:
- News Feed to Messenger
- Sponsored Messages (directly to the inbox of users)
But the trick here is:
You need to conduct the first placement in the News Feed to have the option to use sponsored messaging.
Sponsored messaging is Facebook Messenger’s form of remarketing, allowing you to only display messages like this to people who have engaged with your ads:
Using sponsored messages, you can appeal using your personal profile or Facebook Page, and customize your messages with links, offers and lead magnets:
Facebook Ad expert Jon Loomer uses an ABM-style approach by qualifying users even further during the sponsored message campaigns he runs.
For example, he will ask target accounts:
Is this training right for you?
He further presses each account-based lead as to whether or not they are right for the program and if they will be worth it down the line as a big client.
This second stage after building brand awareness is your opportunity to learn more about your target accounts, disqualify more low-level accounts, and collect leads.
You can do this by asking multiple questions and by having genuine conversations with those who engage on your ads.
For example, you should focus on asking qualification questions on their company size, revenue, marketing spend, tools they currently use, etc.
All of these can tell you if they are interested and willing to consider your product and service. If they aren’t, dump them.
You might only end up with a few big-ticket clients through this rigorous qualification. But make no mistake, that’s exactly what you want!
To create remarketing ads with Messenger, you first need to set up a new custom audience based on Facebook engagement.
You can create an audience based on users who clicked your CTA, opened any ad, or sent a message to your page.
Save that audience. Now, you can head to Ads Manager and create a new ad, being sure to select Sponsored Message this time:
Now you can effectively create new ads that will initiate the conversation with real target accounts directly in their inbox that have engaged with you and have shown interest.
From here, be personal and respond to each message. You can’t afford to use a bot when genuinely trying to connect with an ABM approach to big-ticket clients.
Now it’s up to you to close the sale.
Landing big-ticket clients is one of the toughest tasks you’ll face.
And with saturated advertising networks, it’s become even harder without the proper connections.
But maybe you’ve just been using the wrong approach. Inbound marketing is great for driving smaller clients.
When it comes to big clients that can boost your revenue dramatically, it doesn’t work.
ABM instead helps you focus on each individual account, giving them the proper attention they need to fall in love with your business.
And Messenger is the perfect companion. Following an ABM approach, widdle down your target audience and develop cheap, passive brand awareness ads to get their attention. Then, start remarketing to interested accounts to keep pushing them down your funnel.
Landing big fish with Messenger requires a slow, methodical approach and a specific, highly-targeted audience.