As a dad, my life has been a whirlwind of responsibilities and joys. But amid the chaos, I always yearned to break free and do what I love. This journey has taken me through over 20,000 hours of building and ranking websites, running SEO and SEM campaigns, and diving deep into digital marketing. Today, I want to share a part of this journey with you, focusing on one of my favourite aspects: Facebook Ads.
From Stormy Weather to Facebook Ads
Just yesterday, the weather was a warm 25 degrees, and today, I'm bundled up in three layers as a storm rages outside. This unpredictable weather is much like the ever-changing landscape of digital marketing. It can be challenging sailing, but the challenges make the journey worthwhile. Now, let's talk about Facebook ads, a field I've been passionate about since 2017.
Evolution of a Facebook Ad
I've spent countless hours perfecting a Facebook ad in the property investing space. Over the years, our processes and content creation have evolved significantly, leading to better cost per lead and a more streamlined client experience. Adapting to changes and refining our approach is the key to this evolution. Our focus has been on the real estate market, particularly targeting foreign investors interested in Melbourne property.
Creating Engaging Content
The business owner we work with has embraced video content, creating long-form updates on the market, tips, and advice. Her natural authority in the space makes it easy for me to chop up her clips, add captions, and run them as ads. This approach has personalized the brand, making her more approachable and trusted. We brainstorm content ideas monthly based on market shifts, price changes, and area-specific news. Recently, we've pivoted to creating ads focusing on what not to do in the market. This approach has humanized the brand and made it more relatable.
Personalization and Testing
One of the biggest lessons I've learned is the power of personalization and testing. We always have four to six new ads running at any given time. This allows us to test different approaches and see which ones perform best. We continuously pivot based on performance, whether it's image ads, videos with captions, or other variations. This strategy ensures that we're always optimizing for the best results.
Finding Your Niche
For anyone looking to establish themselves as an authority in their field, whether it's pest control, financial services, or property investing, the key is to capture and deliver your ideas effectively. Base your content around your service and focus on solving problems in your niche. This will naturally attract an audience and build your confidence in the topic. When you're confident about something, it shows, and the world takes notice.
The Power of Technology
In today's digital age, technology makes it easier than ever to get your voice out there. Whether through Facebook ads, Google ads, or SEO, delivering value to your audience is crucial. This value exchange—time or money for meaningful service—can turn your passion into a profitable side hustle. Finding a specific niche can help you stand out. For example, a financial advisor might target single mums in Melbourne, offering tailored advice post-divorce. You can build an engaged audience by creating a micro brand and sharing valuable content. Once you have their attention, you can offer micro courses, services, or checklists to solve their problems quickly.
Turning Passion into Profit
The digital marketing journey has taught me that turning passion into profit is possible. It's about delivering value, solving problems, and continuously refining your approach. Whether through Facebook ads or other strategies, the key is to stay adaptable and always look for ways to improve.