In this article, I will share strategies and ad combinations that will help detailing companies achieve 10x growth in 2024 through Facebook and Instagram targeting in a relatively short period.
Key Points 🎯
Let’s look at the key points to consider to achieve such results:
- Overall Project Strategy
- Creatives, Offers, and Audience
- Standing Out from Competitors
- Traffic Direction
Overall Strategy
By overall strategy, I mean a detailed action plan that will allow you to timely improve and optimize your ads, hypotheses, offers, creatives, and everything else that determines the success of advertising campaigns and profitability.
Planning
It’s important to have a clear plan with several action options (Plan A, B, C, and even Plan X). This will allow you to respond flexibly to changes and maintain high efficiency in advertising campaigns.
Analysis and Adaptation
Regularly analyze results and adapt the strategy. Use analytics tools to track key performance indicators (KPIs) and make informed decisions based on data.
Creatives, Offers, and Audience
For detailing companies, I recommend using three target audience (TA) segments:
- Owners of premium cars
- Owners of mid-range cars
- Lookalike (LAL) audience
Segment 1: Owners of Premium Cars
Here it is important to emphasize that you are not just a garage but a premium salon with a wide range of services, high service level, and quality. For this segment, I recommend the following types of creatives:
- Designer banners
- Carousels of work results
- Video creatives
- Neuro-creatives with design
Examples of Creatives
- Designer Banners: Premium banner designs attract the attention of luxury car owners. Use minimalist and stylish visual solutions.
- Carousels and Videos of Work Results: Show the final result and quality of work to increase conversion. Demonstrate before and after, highlighting details.
- Neuro-Creatives: Overcome banner blindness and attract attention. Use psychological triggers and elements that evoke an emotional response.
Segment 2: Owners of Mid-Range Cars
For this audience, designer creatives and premium elements might be off-putting as they associate with high prices. Instead, use simpler and more accessible visual elements.
- Simple Creatives: Use before-and-after photos, simple videos, and customer reviews. Emphasize the affordability and value of your services.
- Neuro-Creatives: Change the style and adapt it to a broader audience. Use more friendly and down-to-earth visual solutions.
Segment 3: LAL Audience
This is the audience that is most likely to buy your service. To create a LAL audience, you can use data from Instagram followers, leads, and website visitors.
- User Base Collection: Based on data (from 100 people), create ads for a similar audience.
- Creative Adaptation: Use the same combinations as for other segments, but consider the specifics of the LAL audience. Emphasize the popularity and demand for your services.
Standing Out from Competitors
Standing out from competitors is a key factor that decides in 90% of cases. People pay attention to what they haven’t seen before.
- Unique Offers: Create unique selling propositions (USPs) that make you stand out from competitors. For example, a warranty on completed work or a free diagnosis.
- Address Audience Pain Points: Work through ads with the fears and pains of the audience, encouraging them to buy. For example, show how poor service can damage a car.
- Creative Photos and Videos: Add extreme content (fires, crash tests), exclusive cars, and complex case restorations. This makes your company stand out and attracts attention.
Traffic Direction
Depending on your capabilities and project data, consider different scenarios:
- Situation 1: You Have a Website and Instagram
- Use Direct messages or drive traffic to the website. Constantly improve the website, and set up a bot or assign a person to handle inquiries for messages.
- Situation 2: No Website, but You Have Instagram
- Drive traffic to messages or use quizzes, which are simpler to use and do not require constant testing. Quizzes help segment the audience and increase conversion.
- Situation 3: You Have a Website, but No Instagram
- Create and optimize Instagram as it is the company’s business card. It doesn’t take much time, especially if you have photo and video content. Drive traffic to the website, use lead forms and quizzes.
- Situation 4: No Website and Instagram
- Use quizzes and lead forms. They are quick to set up and effective at the initial stage. You can add other types of traffic later.
Conclusion
The main thing is to choose the right strategy. Good results can be achieved in each project, even from difficult situations. It is important to use different approaches and not stick to one combination, as all projects are unique.
If you want your project to be handled by a specialist with extensive experience in setting up targeted advertising, or if you have any questions, sign up for a free strategy session.
