If you asked me what the Number 1 most awesome marketing superpower is, I’d say:
The ability to stop bullets with your mind.
(Pictured: Marketing, probably.)
But, if you asked me the next most awesome marketing superpower is, I’d say:
The ability to generate targeted leads on demand.
If you want to keep your business growing, you need to keep your pipeline filled with leads – people who’ve “raised their hand” and shown their interest in what you’re offering.
Online, this usually means email subscribers or people who visited your website and requested more information about your offer.
Facebook is currently one of the hottest opportunities around for getting new leads and subscribers online.
Aside from the fact that there are more people using Facebook than there are people living in the United States, their platform gives you a mind-boggling ability to target users by interests and demographics.
Facebook ads are also still relatively cheap compared to other platforms.
Still, if you don’t know what you’re doing, it’s easy to end up wasting money trying to generate leads with Facebook ads.
So I reached out to experts I know who are absolutely killing it with Facebook ads, and I asked them the following question:
“What’s your best tip for generating more leads or email subscribers with Facebook ads?”
Here’s what they said:
Amy Porterfield, Author of Facebook Marketing All-In-One For Dummies
“Say you already have an email list of at least 1,000 people. You can upload that email list to Facebook, Facebook will match your email list with their database and voila! You’ve got a targeting opportunity with your best, fastest-converting leads.”
Amy Porterfield is the author of Facebook Marketing All-In-One For Dummies and has been named by Forbes as one of the Top 50 Social Media Power Influencers. She is a sought-after speaker and hosts the Online Marketing Made Easy podcast.
Mari Smith, Author of Facebook Marketing: An Hour A Day
Mari Smith recommends optimizing your posts to maximize the number of people who see them.
“Highly shareable content is the holy grail of social media marketing, and doing your best to optimize for shares is my number-one content creation tip. As people scroll the Facebook news feed, your content has to make people pause and read. The promise of your content must be thumb-stopping. What you deliver has to inspire people to respond with, “OMG, I must share this now!”
The Facebook news feed algorithms reward active advertisers and engaging content. The more reactions, comments, and shares your posts get, the better their reach. This goes for both organic and paid (your advertising dollars will go further).”
Often referred to as “the Queen of Facebook,” Mari Smith is one of the world’s foremost experts on Facebook marketing. She is a Forbes’ perennial Top Social Media Power Influencer, author of The New Relationship Marketing and coauthor of Facebook Marketing: An Hour A Day.
Peg Samuel, Social Diva Media
Peg Samuel shared the primary benefits of Facebook ads: The ability to target the perfect demographic for your offer and you don’t need a big budget to do it.
“Facebook Ads is highly targeted for you to purposely gain attention of your desired demographic with guaranteed visibility. You don’t have to have deep pockets to have an impact with your ad campaign. When executed correctly the ROI can be very real.”
Peg Samuel is a speaker, successful entrepreneur, Professor at NYU and founder of the boutique agency Social Diva Media. Author of Amazon #1 Facebook Marketing Like I’m 5.
John Haydon, JohnHaydon.com
If you want to generate more leads from your posts, John Haydon explains how to give them a BOOST.
“Here are five tips for Boosting Posts with the BOOST method:
- B – Boost Your Best
- O – Observe Engaged Fans
- O – Optimize Content
- S – Synch Channels
- T – Test and Measure
B – Boost Your Best
Decide which posts you’ll Boost, based on high engagement rate AND how relevant it is to your current marketing goals.
O – Observe Your Engaged Fans
You want to get your posts in front of people who:
- Want to see it.
- Won’t hide it.
- Will comment, like and share it.
O – Optimize Your Content
There may be cases when your best performing updates aren’t directly related to your promotion. If so, simply edit the post description (or status update) and include a call-to-action and link to your campaign landing page. Make sure your edits feel natural and aren’t forced.
S – Synch With Other Marketing Channels
The best type of plan is a well-orchestrated plan.
- SEND AN EMAIL: Send emails to a targeted group of subscribers.
- BLOG ABOUT IT: This kills two birds with one stone – creating more reach for the update while sourcing high-quality content for your blog.
T – Test and Measure
Developing a habit of testing various approaches to Boosting posts to find out what works best for your community.”
John Haydon is one of the most sought-after digital marketing experts for nonprofits and charities. He has helped hundreds of nonprofits achieve their best marketing and fundraising results.
John is a trainer, coach, consultant, speaker, and author of Facebook Marketing for Dummies
Brian Carter, The Brian Carter Group
Brian Carter emphasizes the importance of testing multiple ads and ad types, using lead magnets and having a solid email followup in place to convert your new leads into customers.
“Over the last few years. we’ve created Facebook ad lead gen programs for 20 clients in multiple industries. In our experience, there are multiple factors in Facebook ad lead gen success.
You need to choose an ad type: lead ads or conversion ads. One is not better than the other. If you want the lowest lead cost AND the high quality leads that convert into a customers, you should test both ad types- results will differ for every campaign. Often some of our ad targets perform better with lead ads and others do better with the conversion-ad-to-landing-page approach.
Lead ads require a piece of technology like Connectio or LeadBridge to get your leads into your email provider (Aweber, ActiveCampaign, MailChimp and the like).
If you use conversion ads we strongly recommend you split-test your landing pages with at least 3 variations (using a platform like LeadPages, Unbounce, Clickfunnels or other). Why? Because in our experience this generates 5x as many leads on average, without increasing your ad budget.
Whichever ad type you choose, you must test multiple ad targets (ideally 5-10) in separate ad sets. Why do you need multiple target audiences? Because on average, our best targets get 17x as many leads as the worst ones.
You need a lead magnet (ebook, checklist, cheatsheet, quiz, webinar, etc.) if you want people to cough up their contact info. Some lead magnet types get shared more than others. Some are better at low cost lead gen than lead quality. Some don’t yield a lot of confirmed emails. Some generate leads but not sales. Quizzes can be fun for your audience, are the most shared lead magnet type, especially on Facebook (http://briancartergroup.com/internet-marketing-strategy/quizzes-get-more-socialmedia-shares-than-other-kinds-of-lead-content-on-facebook/?hvid=2LEXh
) and get you low-cost leads ($0.30 each is our best so far), but they can get you lower quality leads that don’t convert to customers. The lead magnet must start to do the job of the salesperson if you want a low cost-per-sale. Gigantic ultimate guide ebooks take months to create and if they don’t generate interest, that’s a lot of time wasted. Webinars also take a lot of time to create and hone- they are powerful, but a big time commitment. In our experience, the best-of-all-worlds lead magnet type is the 5 Mistakes/Myths/Lies Ebook, because it can be created relatively quickly and it starts to do the sales job for you ahead of time. I have a guide to how to create this ebook type here: http://briancartergroup.com/8-tips-for-lead-magnets-that-sell
Finally, you need an automatic email follow-up series that continues to push why they should contact you or buy. Create a series of 5 messages to do this, and create a similar retargeting ad campaign for those who don’t open the emails. This will maximize your sales value from the leads you’ve harvested.
Internationally Best-Selling Author, Speaker and Consultant
Brian Carter is a 15-year digital marketing veteran and popular keynote speaker
(with clients like NBC and Microsoft, but also small businesses and franchises)
who delivers entertainment, motivation and practical takeaways. His Brian Carter
Group offers results-focused implementation, ideation and innovation to
boost profits for growth-minded businesses
Jake Rush of ToneDen says you should start with getting your audience data game on point by testing different audiences to find out which audience produces the most high quality leads for the least cost.
“You need to get your ad in front of the right audience. In Facebook ads, not all audiences are created equal. Test different data sources to examine which one will generate the most leads for your business.
There is an abundance of information about people that care about your product or brand all over the internet. From website visitors to Facebook Page engagement, utilize all of this data to find the target audience that performs best with you ad campaign.
Testing only one audience or guessing which audience is best for your campaign will have you leaving leads on the table. By split testing target audiences and re-allocating your ad spend toward the best one, you can generate more leads for less money.”
Jake is an experienced Advertising Operations Engineer at ToneDen.io, a social marketing platform for marketers everywhere. He is certified as a Facebook Blueprint Planning Professional and is skilled in social advertising, product marketing, and customer success for B2B SaaS.
Ian Cleary of RazorSocial recommends a two-step approach to lead generation using videos, retargeting and landing page optimization.
“Create a valuable video with content that is related to your email optin. Build an audience of people that watched at least 50% of the video and retarget with an ad that drives people to your optin page. Use a highly optimized landing page and split test it. By doing the two step approach you’ll get advertising to a more relevant audience so you’ll get a better click through rate and lower price ads. By optimizing you landing page you’ll get a better conversion.
Although you have a two step process with payment required for the video ad and your normal ad you’ll end up with lower cost overall.”
Ian Cleary is the founder of RazorSocial, a content marketing and social media consulting firm. He is also a sought-after keynote speaker and his blog was awarded best social media blog by Social Media Examiner for three years in a row. He writes on social media and content marketing topics for Entrepreneur and Forbes.
Like Ian above, Andrew Hubbard is big on using video content to boost conversions on Facebook – specifically, using Facebook Live and retargeting to get people to opt-in to your email list.
“One of the most effective strategies I’m seeing right now is using video to deliver free, highly relevant content to your audience before asking for an email address. More specifically, delivering content via regular Facebook Live broadcasts. Facebook is favoring Facebook Live heavily when it comes to free organic reach at the moment, and they can be easily turned into ads as well.
Your goal is to ‘warm up’ cold audiences with your live videos, and then retarget those video viewers with ads designed to get them to join your email list. By using this strategy you’re building trust with your audience by giving them free content before you ask for anything from them.
Here’s how you can implement this in your own business today:
- Start doing regular Facebook Live broadcasts from your business page delivering content that is relevant to your target audience
- Turn those broadcasts in to ads with the ‘Video Views’ objective
- Re-target people who have viewed at least 25% of your video with conversion objective ads where you promote a lead magnet (also test 10s views, 50% views, and 75% views)
Just remember, the key here is to do regular Facebook Live videos and to test lots of different ones. You’ll find some videos will be much more popular with your audience than others, and those are the ones you really want to promote.”
Andrew is a Facebook ad strategist who works with leading online entrepreneurs to scale up their lead generation and sales using Facebook advertising. You can learn more about Andrew at AndrewHubbard.co
So there you go, 8 tips for why and how to use Facebook ads for lead generation. Are you using Facebook to bring in new leads already? Do you have a favorite strategy or tactic? Let me know in the comments!