A 7-Step Plan For Generating Leads With Facebook Ads
Do you want to generate more leads from Facebook?
Interested in using Facebook ads to promote a lead magnet?
Facebook ads are a great way to build a database of people who are interested in what you offer, because the reach and targeting options are exceptional.
In this article, you’ll discover how to set up a lead generation system with Facebook ads.
1: Get to Know Your Ideal Customers
Facebook is a crowded space and you have only a split second to get someone’s attention. You need to craft a message that will stop your target audience from scrolling past.
You can do this only if you know your audience well. Find out what matters to them about the problem you can help solve, how they feel about it, how they feel after solving it, what questions they have, and the language they use to talk about it.
Gather this information from conversations with customers (or prospects) and from listening to conversations in relevant Facebook or LinkedIn groups, online forums, and on Twitter. This information will help you create more effective ads and landing pages.
2: Create a Freebie Your Customers Will Love
Giving away something valuable to your target audience will help you attract your ideal customers in a non-salesy way. Offer a free gift that will get people one step closer to solving their problem (or achieving their dream). This freebie is often known as a “lead magnet.”
You want people to accept your gift and actually use it. That way they’ll quickly see you as an expert who offers value and start to trust you. The best freebies are quick and easy to consume (a short checklist, template, or video) and focus on helping with one small part of the problem or dream, or an introduction to how you work.
They’re also designed to make a great first impression and relate to the product or service you offer. (This is the first step in a journey that leads to you offering your paid product or service.)
If you’re not sure what to offer, collect the most common questions you hear, ask your audience on social media what they would find helpful, or have real-life conversations. It might be tempting to offer a generic “10 Top Tips,” but this is a real chance for you to stand out from the crowd.
3: Set Up a Squeeze Page and Thank-you Page on Your Site
You need to get your freebie out to as many people as possible. To do this with Facebook ads, you’ll need to host your offer on a web page that allows people to opt in and give you their email address for delivery.
The best type of web page for this is called a “squeeze page,” because it squeezes the visitor to make a decision either to opt in or leave. It has none of the usual navigation associated with a page on your website.
There are many software options available to help you build these pages quickly and easily, including Leadpages, ONTRAPORT, Instapage, ClickFunnels, and the Thrive Themes plugin. These tools have tried and tested templates and will seamlessly integrate with your email marketing provider.
A simple page often provides the best results. You want to clearly convey the benefits of your freebie to visitors. The more you talk about how the results will make people feel, the more likely they’ll say yes and opt in. Here’s a standard layout for a squeeze page.
Remember to include a privacy statement explaining that you’ll keep their data safe and not spam them. Also provide a link to your terms and conditions. Don’t add pop-ups or any tricks designed to stop visitors from leaving the page; your Facebook ads won’t run if you do this.
You’ll also need to create a thank-you page to serve visitors who opt in to receive your freebie.
4: Add the Facebook Pixel to Your Squeeze and Thank-you Pages
The Facebook pixel is a piece of code (called a “cookie”) that Facebook provides. Once it’s in place on your website, you can track actions that take place on your web pages and link them back to your Facebook ad accounts.
Note: To build Facebook custom audiences for retargeting, you also need to add your pixel to the squeeze page and every web page you own.
5: Choose Your Ad Targeting Options
Before you start creating your ad, you need to know who you want to see it. When choosing audiences to target, the goal should be to define your audience as distinctly as possible from the rest of the Facebook user base.
You can choose from 50 different filters, grouped into three main categories:
Demographics: age, gender, location, relationship status, age of children, type of house, employer, industry sector, income level, subject studied at college, etc.
Interests: broad interests or more specific interests related to Facebook pages liked, keywords used in conversations, etc.
Behaviors: small business owner, frequent traveler, user of specific device, etc.
If you don’t know much about the specific demographics or behaviors of your ideal customer or client, interests targeting can be invaluable. Typically you’ll get better results from focusing on specific interests (based on Facebook pages liked or engaged with), rather than broad interests.
To pinpoint pages your audience might be interested in, consider what books and magazines your audience reads, associations they belong to, events they attend, and influencers they follow. Also, look at competitors they might like and businesses that offer products and services similar to yours.
6: Create Ads That Appeal to Your Audience
Now you’re ready to create your Facebook ads and attract visitors to your squeeze page and into your email database. This is where you get to jump out of the page (figuratively) and talk to a whole new audience.
7: Review Your Results to Find the Best-performing Combination
After running your ads for two to three days, you should have enough data to analyze your results. Whether you used Ads Manager or Power Editor to create your ads, you can access your results in Ads Manager.
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