Facebook Ads: Creating the perfect Founder Story Ad with Colby Flood (episode 102)

by April Buencamino-dy

Colby is the founder of Facebook Ads agency Brighter Click, who regularly 2x or 3x their client’s Facebook Ad revenues. They’re managing over 20 million in ad spend, and have managed over 75 happy clients! He’s also recently been invited to join the Forbes Business Council! AND become an Entrepreneur.com Leadership Network Advisor.

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Creating His Agency

Colby started out as a freelancer in marketing, doing a little bit of everything.

He eventually got into Facebook Ads for eCommerce companies and educated himself on things related to the marketing strategy. At this point, his agency began to scale and in 2021, saw a growth of 300%.

The Founder Story

The founder story is important because it adds the human element to your business.

Having a founder story that’s well-executed can tie-in your brand and the mission behind it. It also gives out that relatability factor which will attract customers to do business with you.

It’s a huge part of making your brand look and feel like more than just something offering a product or service.

Where It Works

Colby says the founder story works at the top of the funnel as well as the middle.

At the top of the funnel, the focus is on the actual founder, their business story, and mission behind the brand. This is generally static image posts, but videos are also good. Great Wrap from Australia is one brand Colby has worked with that had an amazing creative focused on their founder and their mission, which drove sales for the business.

At the middle of the funnel, use the founder story and tie it in with a testimonial or a UGC creative. This is not a common approach but Colby says it works based on what he has seen.

As to the type of business that can make use of the founder story, just remember that people like to buy from people. This means that founder story ads can be implemented by any business.

Elements of a Good Founder Story

Copy is important and should be done well. Photo shoots work but images that are organic-looking are also great to use. Videos are also effective.

Another thing to remember is that you can use the PR materials you have. These can become viral and drive purchases, too.

More Tips to Perfecting Your Founder Story

Colby has more tips to nailing your founder story and getting it out there:

  • Set up your tracking properly and make sure that it’s working the right way. Colby’s team uses Super Metrics for their tracking.
  • Break down your founder’s story. Present multiple angles and test each to see which one performs best, then see if you can combine them into one copy.
  • Based on the second piece, go and push out your story towards the direction of what’s working. So test those individual ads and look to put them together as well.

Insider Tips

If we’ve inspired someone to take their first step with Facebook Ads – what do they need to know to give themselves the best chance of success?

Go into Facebook Ads.

Focus on building out proper creative, proper copy, and then push that out on Facebook.

Once you’ve started of course you’ve got to ‘keep optimising’! So what’s your favourite way to improve Facebook Ads performance?

Focus on your creative.

Find the right angle with your messaging, and also the right structure. When you find something that works, replicate it so you can scale it out and grow.

If someone listening wants to learn more about Facebook Ads is there one cheap/free resource you’d recommend?

For Colby, YouTube is a great resource so learn how to search things on the platform.

He also recommends joining mastermind groups to be with people who’ve already done what you want to do. Two mastermind groups Colby is a part of are Ad Signals and Foxwell Digital.

Crystal ball time – what’s coming up in the next 6-12 months that we should be getting ready for in Facebook Ads?

This year, Facebook’s focus will be on three key things:

  • The algorithm
  • eCommerce tools, such as Facebook and Instagram shops
  • Instagram Reels

Interview Links

Colby on Social media:

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