Generate Leads Using
Social Media Marketing
If you’ve ever tried doing social media marketing, your story might go something like this…
You’ve been posting regularly on Facebook but nobody is engaging with your posts. And even worse, Facebook isn’t even showing your posts to your followers. So you spend some time and money designing some good looking ad; you launch it and wait patiently.
Some time passes and you go back to check your analytics… you see an underwhelming amount of clicks and, chances are, you didn’t get any leads either. So what went wrong? That’s exactly what we’re here to talk about.
This article is going to focus on Facebook because it is the largest and most popular social network. However, many of these techniques can be applied to many different social media platforms.
Organic Reach vs Paid Reach
As a Business, you can use a Facebook Page to connect with your followers for free. This is known as organic reach because you don’t have to pay for your followers to see your content. But as depicted earlier, Facebook will likely not show your content in your followers’ feeds because their algorithm predicts what each of your followers want to see, thereby limiting your reach. (We’ll talk about strategies for improving organic reach, a little later).
Facebook has robust advertising capabilities, allowing you to put ads in front of an audience of your choosing. The most powerful attributes of Facebook advertising are its targeting abilities, which in the end will save you money and make your ads more effective. Facebook allows you to target an audience based on their age, gender, geography, behaviors, job, interests, and many other criteria. Very powerful.
How to Make an Effective
Facebook Ad Campaign
Facebook advertising can be extremely effective. A properly focused campaign can at least double your potential revenue.
If you’ve ever run a Facebook Ad Campaign, you know it’s not as easy as just creating a nice ad and expecting leads to come flooding in. You probably spent a few hundred dollars with little results, and maybe told yourself that Facebook advertising is ineffective and a waste of money.
So what’s going wrong?
The Problem is Your Campaign, Not Advertising
One of the biggest things new advertisers fail to realize is that Facebook is interruption marketing. Facebook ads are passive, meaning people aren’t actively searching the internet for your product or service, (unlike Google Adwords).
You must realize that people on Facebook are casually scrolling through their feed looking at baby pictures, cute animals, and the like. They aren’t in the mindset you want them in. They’re mentally checked out. This is important to realize.
Your ads might be shown to people who are in your target audience. But your audience is not necessarily in the mindset to respond to your ad.
What’s Should be the Goal of Your Ads?
You might say “Leads, duh?”. This is a little too obvious. But as we’ve established, Facebookers are passively looking at your ads. You need to make your call-to-actions very frictionless and easy.
For instance, a call-to-action asking someone to fill out a form to get a quote on your service is quite a large commitment. Users don’t want to be sold to. Let’s think about who’s seeing the ads…
People who probably:
- Don’t know who you are.
- Don’t trust you.
- Doubt you know what you’re talking about.
Your primary goal shouldn’t be to get a lead. You want to create a relationship and build trust with your audience.
By building trust with your audience, they are more likely to eventually hire you, or become a referral source.
Creating Your Lead Magnet
So, how do we engage an audience, create a relationship, and build trust ?
Before you start on the ad, or even the landing page, you need to have an offer. You need something to attract your audience that is frictionless. Something that allows them to quickly leave their email and go back to looking at their cute kitten pictures. Remember, your audience doesn’t want to be sold anything.
The purpose of your lead magnet is to cultivate your audience members into becoming a customer or referral. Here are a few ideas for frictionless lead magnets:
- Free Educational Email Course
- Free PDF / Whitepaper / Guide / Cheatsheet / etc…
- Free Video Series
- Free Seminars or Workshops
A lead magnet is a great way to establish yourself as the expert with your audience, which will help ease them into becoming a customer or referral source.
Targeting Your Audience
Like we’ve mentioned, Facebook has a powerful system for targeting your audience. We’re not going to talk about the different attributes you can use to target your audience (there are too many to cover, try for yourself). Instead we will talk about ideas and tips to remember when targeting your audience.
Don’t Make Your Audience Too Big
Bigger is not necessarily better. You want your audience to be as targeted as possible. When your ad is relevant to your audience, you’ll spend less to get better leads.
You can install a “Facebook Pixel” in your website, allowing Facebook to track your visitors, which allows you to do something called “Remarketing”. Have you ever been to a company website, and then later see their ads in your feed, or at other websites? You’ve been remarketed!
Remarketing is the most targeted way to reach your audience. If a prospect has been to your website, then you know they are already interested in your business. You can even exclusively target visitors who have been to your website, but haven’t completed your lead magnet, which allows you to reconnect with them and prompt them with your lead magnet.
Using Lookalike Audiences
A “Lookalike Audience” is when you input a list of Emails or Phone Numbers, which Facebook analyzes to generate an audience that has similarities to your imported list. This is a super powerful way to target people similar to those who have already completed your lead magnet, or purchased your products.
Creating Your Ad…Finally
Now we’re finally getting to where we can actually start creating ads. Some things are more important than others when creating a Facebook ad. Here is what Facebook says the priorities are:
- Identify your business goals
- Identify your audience
- Choose a topic
- Choose an image
- Write your copy
Consumer Acquisition found that the effectiveness of an ad is 75% – 90% dependent on the imagery used in the ad. Your image is vital, so you should test a lot of images to see what your audience finds compelling. Here’s a guideline to help when choosing imagery:
- Bright and eye-catching.
- Use happy people.
- Use bold colors. And stay away from blue and white color scheme, it’ll make your ad blend into the Facebook App.
- Overlay your value proposition.
- Children and pets are eye-catching, but be sure to closely tie it into your campaign.
- Funny or Odd. Again, be sure to closely tie it into your campaign.
Possibly the most important part about your ad copy is the offer. But keeping that in mind, here’s some copy writing tips to consider.
Knowing Your Audience
It’s important you know who your audience is before you start writing your copy. There are two major segments into which your audience can be separated: TOFU (top of funnel) and BOFU (bottom of funnel). You might recall us talking about funnels on Day 1.
A TOFU ad leads your readers into understanding or knowing the need for your product/service. Like this:
A BOFU ad leads your readers into paying customers. This means your call-to-action might be a purchase, sign-up, or a lead form, like this:
But BOFU ads will likely be ineffective unless you’ve established that your viewer is ready to make the purchase or sign-up. This can be accomplished by targeting users that have already completed your lead magnet, or who have already visited your website.
Understanding where your targeted audience is within the funnel allows you write ads that are effective.
Tips for Writing Compelling Copy
- Write for the click. Your copy should compel your user to want to click.
- Keep It Simple Stupid. Stay focused on a single topic.
- Use Numerals and special characters. Using these will draw your readers eye. Example: “Save $100+” instead of “Will save you a lot of money”.
- Show Empathy. Get inside your reader’s head.
- Focus on the Customer. Don’t Use the Word “We”. Rephrase to use the word “You.”
Testing, Testing, Testing
Creating great ads takes experience and doing a lot of A/B testing. Don’t trust your intuition. Testing your ads is a critical step in a successful campaign. Facebook has insightful analytics on how each ad is performing, allowing you to which ads perform the best. I can’t stress enough how important it is to run a bundle of ads to see real data of how your audience is responding.
Landing Pages Are Crucial for Conversions
A common mistake is to link ads to the homepage of your website. Ads need a landing page that directly relates to the ad campaign, or your conversions will suffer. On Day 5 we’ll take a deep dive into optimizing landing pages for conversions.
So How Do I Get Organic Reach…?
Organic reach allows you to reach your audience for free, but it can be difficult to initially build an audience. And even after you’ve built an audience, getting Facebook to actually show your content to your followers isn’t a straightforward task. Let’s dive in…
Building Your Audience
You have to have followers to get any organic reach. So how do you build an audience? There are no silver bullets, but here’s 7 useful tips on building your audience:
- Fill out your page information with searchable information.
- Invite family, friends, & employees to like your page.
- Share the page on your personal profile and ask family, friends, and employees to do the same.
- Promote Facebook on your website.
- Promote your Facebook Page at your brick & mortar location(s).
- Run some Facebook “Page Like” or “Engagement” Ads.
- Post Valuable Content & Be Active.
Increasing Your Organic Reach
So you’ve started building an audience, but you now need to reach those followers. As we’ve mentioned, Facebook will likely not show many of your posts to your followers. Though the Facebook Algorithm is proprietary, we know that Facebook monitors how much users engage with your posts. It uses that to gauge to determine how much organic reach your posts will get.
Your Posts Needs to be
Valuable, Educational, & Entertaining.
I want you to put yourself in the shoes of your follower. They’re on Facebook probably looking at photos of family, friends, cat photos, etc. Your audience isn’t going to engage with posts that are trying to sell them something.
If every post is just about your services/products, you’re going to get poor organic reach. You’re posts need to be shareable, educational, and useful. Your content needs to valuable in the eyes of your follower. Valuable content looks different from business. Be creative and engage your audience.
Pro Tip: Use Live Video! 300%+ More Reach.
So you’re posting great content and still want more organic reach? In 2017, Facebook favors Live Video as its preferred type of content. Using Facebook Live Video will increase your organic reach by as much as 300%.
Running Interactive Contests
Anytime you can get your followers to post about you on their feed, it is going to drastically increase your organic reach. Run a contest where your users post pictures based on your requirements, and tag your page for some kind of reward or discount? Be creative!
Growing your organic reach takes time and you just might find it’s not the best marketing strategy for your business.
Check Out the Other Articles in this Series
#1. Introduction to Online Marketing
#2. The Importance of Search Marketing
#3. Generate Leads Using Social Media Marketing (Current Article)
#4. Successful Email Marketing
#5. Optimizing Your Website to Get Leads