In this post we will show you how to leverage Facebook and Instagram to scale a 7-figure business in 3 steps – from building your accounts to building your campaign funnel strategy. Building your social platforms and organic reach is the foundation, which you need before you can leverage Facebook and Instagram to scale a 7-figure business. Having a good flow of follower growth, engagement, and organic reach is vitally important to ensuring you are able to build brand trust through your social accounts, which in turn will help boost brand awareness, and in turn sales. Building a Scalable Social Strategy Step 2: Leveraging Facebook & Instagram Ads to Scale After scaling the social pump, building your branding and social foundations, it’s time to scale your business by leveraging Facebook and Instagram ads. A perfect Facebook and Instagram scalable marketing strategy includes campaigns aimed at potential customers within each of your conversion funnels: brand awareness and audience building, first time conversions, and last, but by no means least, remarketing conversions. Brand Awareness & Audience-Building Stage These campaigns have one objective: staying relevant to your potential shoppers while building brand awareness. The only way to really understand how social media brand awareness campaigns influence your organic traffic is by turning off all your Facebook and Instagram ads simultaneously. That’s 100% of our 7/8-figure online businesses who budget for the conversion stage with both Facebook and Instagram ads. So, what does a perfect remarketing conversion ad strategy for Facebook and Instagram look like? There you have it – how to leverage Facebook and Instagram to scale a 7-figure business, from growing your organic reach to using remarketing campaigns to automatically boost sales.
Combining Facebook and Instagram can be a powerful business scaling tool. Not only does it allow you to identify and target your ideal customers and leverage your content engagement to boost sales, but by combining these platforms into your marketing strategy you can lower cost per conversion rates as well.
According to Facebook case studies, MVMT Watches saw a 20% lower cost per conversion and UGO Wallet had a 45% better cost per installation, by running ads across Facebook and Instagram.
Another brand, Saturday Morning Pancakes, revealed to Brilliant Business Mom podcast that by using Facebook and Instagram ads, she was able to go from $500-1,000 a month to $1 million in a year. The trick to getting these types of results with these mega platforms is to leverage your ads in different ways, depending on your desired result and what stage of the conversion funnel the potential shopper is at.
In this post we will show you how to leverage Facebook and Instagram to scale a 7-figure business in 3 steps – from building your accounts to building your campaign funnel strategy.
Building a Scalable Social Strategy Step 1: Prime the Social Pump
Probably the slowest and most frustrating step for eCommerce entrepreneurs is boosting the initial growth of their brand’s social platform. After all, you need a starting number, a winning formula, to scale up from. Building your social platforms and organic reach is the foundation, which you need before you can leverage Facebook and Instagram to scale a 7-figure business.
Having a good flow of follower growth, engagement, and organic reach is vitally important to ensuring you are able to build brand trust through your social accounts, which in turn will help boost brand awareness, and in turn sales. How? It gives your brand ‘social proof’ – an impression of what your brand represents, how people relate to it, what you’re selling and the feedback from your product sales.
Think about it this way. Let’s say you have a great ad running on Facebook, talking about how you’ve been selling great products for 10 years. But before clicking through to your product landing page, the user checks out your Facebook page, only to find you have less than 1,000 followers who only engage with posts to complain. What kind of impression does it give the potential shopper? Not a very good one.
There are two main ways you can hustle in order to scale up your ‘social proof’: using micro-influencers and building human connections.
Building your influencer reach by reaching out and engaging with influencers is slow-growing, but it also can do wonders for building your overall social brand awareness. After the initial sweat and tears, as your brand and list of influencers grow, your collaborations will start to happen organically over time, as you build your brand awareness and grow your eCommerce brand.
Now, when it comes to influencer marketing, bigger is not always better. Micro-influencers are those Facebook pages and Instagram accounts that have around 2,000 to 25,000 followers, who are more likely to engage back with their followers and keep it real. Plus, in our experience, the bigger the influencer follower base, the lower engagement percentage is in relation to the number of followers. Add this to the fact that micro-influencers will cost you less and be easier to connect with while being a lot more niche-segmented, you’re sure to get better ROIs in these smaller segments.
If you’re taking the ‘all I need is to shove Facebook ads down my potential shoppers’ throats without engaging with them’ approach, you’re missing the mark. The thing is, you need real fans who regularly engage with your content, and in turn to scale that up, you should be engaging back. You know, talk back to them like human to human; keep it real. Why? Because this creates your brand’s strong social presence, AKA social proof, which helps to build trust, reach, and brand popularity, all of which ultimately drive sales.
What gives 7-figure businesses a one-up on huge eCommerce brands is their unique opportunity to connect with their shoppers and potential customers, engaging with them to form real human relationships. This not only gives you valuable insights into your shoppers beyond the data that you can use to scale up business through product launches and highly-segmented marketing campaigns, but builds a long-term customer base.
So how can you be more ‘human’? Where relevant, you should be replying to followers’ comments, questions, posts and messages. Facebook and Instagram are ‘social’ media after all: people expect – and value – a brand that socializes with them. And you don’t need your eCommerce brand to do it. Just look at one of our top merchants, owner of the successful Babes and Felines, Ciera Rogers, who was able to leverage her personal Instagram brand to build her $700K business.
The thing is, as we grow our business and sales increase, it’s easy to forget these pump-priming fundamental basics. However, if you lay the foundation from the beginning and then scale up your activity…