Facebook Lead Generation: What It Is and Why It’s Important.
From YMG – Digital Marketing Experts in Chelmsford, Essex.
Leads keep the cogs of your business turning. They are the people you need to buy your products. You might be using cold calling or networking tactics for your lead generation, but there is a much easier way. Facebook lead generation can keep your leads ticking over nicely – while you sleep!
What is Lead Generation?
Lead generation is the process of reaching out to new people with the intent of nurturing them into potential clients or customers. You need to attract them with an advertising campaign and a great offer. The ad campaign leads to a form where the user exchanges their details for the offer, and agrees that you can contact them. Then you can work your sales magic to convert that new person into a paying customer.
Why Use Facebook Lead Generation?
Facebook is home to 2.23 billion active users worldwide. So, It’s highly likely your potential clients have Facebook accounts – no matter what demographic you’re targeting.
Facebook collects a lot of data on its users for advertising. Nearly every box on the about page relates to advertising. You can get very specific about who you target. Adverts work best when a user can relate to them.
If you’re a company who sells flowers, target anyone who’s changed their relationship status to engaged with a lead generation campaign about wedding flowers. Chances are the ‘engaged’ demographic are excited about wedding planning, and they are looking for vendors.
How a Facebook Lead Generation Campaign Works.
Facebook lead generation is the start of a marketing process. It pushes customers through the buyer’s journey. All campaigns follow the same path:
The above is Hubspot’s Inbound Methodology. Your lead generation process will fit in like this:
- Attract – Advert and offer.
- Convert – Lead generation form.
- Close – Emails/sales calls about paid products.
- Delight – Post sale contact.
You need a system in place which allows potential leads to progress into paying customers. Just like you would with cold calling, only with little or no human interaction. At least at first. Sound scary? Don’t worry, It’s not. We will go through it step by step.
Step 1: Create a Fantastic Offer.
Marketing is all about giving and receiving. A customer is not going to give their data for no good reason.
You’ll need to create an offer that taps into your customer persona and considers where they are on the buyer’s journey.
Your offer needs to be in proportion to the amount of data you’re expecting them to hand over. Don’t offer a £1 discount or 1 page, irrelevant “ebook” if you’re expecting a customer to fill in a 20 field form. Also, if your product is high value, your customer wants to know they can trust you. Show them you care and they can trust your expertise.
You need to create an offer that is valuable to the customer, but also doesn’t bankrupt you as a business. Remember your profit margins and customer lifetime values when offering a discount or freebie. When in doubt, put your knowledge into a free E-book/PDF. You’ll need a lot of man-hours to create it, but it isn’t eating into your profit margins every time you convert a customer.
Step 2: Create Your Data Collection Pages.
We recommend using ClickFunnels for your landing page. We love the drag and drop functionality. We also find it easy for non-designers to create fantastic landing pages.
Build your landing page. Keep the top of the data capture area above the fold. Make sure you include testimonials and some convincing copy to make sure your customers understand why adding their data will solve a problem.
Build your ‘thank you’ page. Keep it simple, but don’t be afraid to upsell. If you have a relevant add-on, you can put that here. Maybe put an offer for your high value course at a “super low price”. Or a small e-book package that costs less than £10 that’s only available for the next 10 minutes. You’ll be surprised at how well these upsell strategies convert.
Step 3: Create Your Nurture Campaign.
Once you’ve got the data, you’ll need to ‘warm up’ your lead. To do this, you’ll need to create an automated email campaign.
If you haven’t got an email provider, we highly recommend Mailchimp. It’s free to start off with, and integrates well with many different services. Like Clickfunnels, it has a drag and drop interface that’s easy for non-designers. You might need to get a bit clever with your templates, but it sticks very closely to Material Design, which is a set of design rules used by brands such as Google. This will help your emails be intuitive to use.
Mailchimp has an option to create a welcome email. This helps create a flow of emails that are automatically sent out at set intervals when a user joins a list.
Create your emails so they give value to a user. You could introduce yourself or your team and explain why you’re experts in your field. We also recommend including testimonials and case studies from other users who face similar problems.
Most importantly, use your blog posts to educate and inform your viewers. Put in your highest performing blog posts that relate directly to your promotion.
Marcus Sheridan from River Pools and Spas noticed a trend with his high-end pool sales. He filled his website with tips, tricks and FAQs about his products. He said:
“If I could get a lead to view at least 30 pages of my website, I would close said lead about 80% of the time assuming I went out on a sales appointment.”
Once your finished, make sure you integrate your list into Clickfunnels.
As you might have noticed, Sheridan also goes out on a sales appointment with the customer. You can still call and book meetings if that helps convert. If you have collected a phone number, you can always give them a quick call to see how everything is going. Companies like Hootsuite and Infusionsoft use this tactic. Alternatively, use software like ScheduleOnce to let your leads book a slot with you.
Step 4: Create Your Ad Campaign.
Go into Ads Manager on Facebook and create your advert. There are several elements that you need to consider:
- Pick an image that captures attention.
- Use copy that is mysterious, but not too vague.
- Use close questions – e.g. Do you know the 5 steps to keeping your shoes looking like new?
- Use clear call-to-actions.
- Tell users how your product solves their problem.
Step 5: Monitor, Maintain and Test.
Keep an eye on your campaign and make sure it’s converting. A/B test different versions and audiences to improve your conversion rates. Make sure you only test one thing at a time so you can be 100% sure of the results.
A few things to monitor and test are:
- Types of copy.
- Call to actions.
- Landing page layouts.
Monitor and track your results carefully to ensure you get the best results.
Setting up these campaigns can take a long time, but the ROI is high. You may want to get an agency to set up these for you. If you need help, contact us to learn about our offers.
YMG are a full-service digital marketing agency based in Chelmsford, Essex. We specialise in the sporting and fitness market. However, our elite sporting principles and services can be used to enhance any business.
YMG are the home of the Jargon Buster series, helping business owners to understand the technical terms of digital marketing.