Want to grow your business with Facebook advertising?
You will need these 3 phases to generate leads, follow up, and convert them into customers.
Let’s get started!
Phase 1 – Setting up your Facebook ad campaign
At Zenfusion, we have 7 primary ad strategies we use to help our customers to get results with Facebook ads.
To help you move forward, I will give you one of our best lead generation strategies.
We call it the “Lead Accelerator.”
Step 1 – Choose an offer to present to your market
A good offer can make a business! Through rigorous testing, we have discovered that these 7 offers drive more conversions and sales from Facebook ads than any other offer.
Offers give your prospect a reason to take action. Review all of the offers below and choose which one best fits your circumstances.
7 Killer Offers for Facebook Ads:
- Lead Magnet
- Free Consultation
- Free Trial
- Free + Shipping
- Quiz / Survey
Our team has tested these 7 offers on Facebook extensively and found they outperform most others.
Step 2 – Build your Facebook Lead form
With the Facebook lead ad, we have found that you can get more qualified leads, because you are able to ask more qualifying questions that with an opt-in form on a traditional landing page.
We recommend asking for the following on your lead form:
- Full Name
- Email Address
- Phone Number
- At least 1 custom qualifying question
To set up your lead form, go to your Facebook page and create a form under the publishing tools tab.
Step 3 – Set up your Lead Ad Campaign
The Facebook campaign objective you will be using is the Lead Campaign. This is the campaign type that supports the lead form you created in Step 2.
Step 4 – Choose your audience targeting
Trying to find the right audience can be overwhelming because there are so many options that Facebook give.
The best thing to do is start with a 1% or 2% Lookalike Audience based on Customers, Leads, Website traffic, or even people who like your Facebook page.
In this case, Facebook is going out to find people like those who have already expressed interest in your audience.
Step 5 – Write your ad copy and find emotionally enhanced images
Finally, it’s time to set up your ad.
The ad that your prospects will see is really made up of two primary parts.
- Your ad copy
- Your graphics or video
If you are concerned about writing ad copy, try to focus in on the timeless AIDA (Attention, Interest, Desire, Action) marketing formula when writing your ad.
Use it by writing your ad copy using this 4 part template that is based on the AIDA marketing formula.
- Call out your audience to get their attention (Ex. BUSINESS OWNERS: )
- Ask them a question to get them interested (Trying to grow your business with Facebook ads?)
- Give them an offer that is desirable (The FREE Article shows you our proven three step process for getting results for your business with Facebook ads!)
- Put in a simple call-to-action (Click “Learn More” NOW!)
We have now tested this formula with over $10M in Facebook ad spend.
After your Facebook campaign goes live, you will want to check it every day in the Facebook ads manager to make sure it’s bringing in leads consistently and for a reasonable cost per lead.
Phase 2 – Automated Email Follow up
Your Core Automated Campaign is the Email Follow-Up Campaign that your new leads will come into from your Facebook ads.
This campaign will follow up with leads to get them to take the next step in the sales process.
The automated email campaign starts when a prospect comes into your email marketing software from your Facebook ad.
- Prospect Opts-In on your landing page or from a Facebook Lead ad and is put into a specific follow up sequence in your email marketing platform.
- You deliver on your promise from the ad with an email.
- Follow up for 3 to 5 days with email and one offer that will get them to the next step in your sales process.
- If the prospect does not take the offer, move them to a new list and send email broadcast to them every week (Details on this next).
Don’t make this too complex of a follow up to start with.
In most cases, I recommend starting with the basics.
- 1 email that delivers your offer (Lead magnet, PDF, Report, Etc.). This is the offer that you made from your Facebook ad.
- A 3 part email series that offers the opportunity to take the next step in your sales process.
That’s it. Of course, the campaign will need to have an action that starts it. The lead coming into your email marketing campaign is the start.
The 3 email follow up series:
- Email 1 – Presents the offer and talks about the benefits and gain of taking you up on it.
- Email 2 – Presents the offer again and talks about the logical benefits of taking you up on it.
- Email 3 – Presents the offer again and presents it as scarce or being taken away.
- GOAL – Prospect takes the offer or goes into the Broadcast List
Phase 3 – The Email Broadcast Game Plan
When you have leads that have come through your entire automated email campaign, but have not taken the next step in sales process (the low dollar purchase or the appointment), then you should send a broadcast to your leads every week.
This email SHOULD NOT be a weekly newsletter! Weekly newsletters teach your list not to open your emails, so don’t send them.
I have developed a 4 part email broadcast game plan that is simple.
Each week you can choose one of these 4 types of offers and send a broadcast email to your list.
- A Core Product or Service
- A Foot in the Door / Tripwire offer
- A Lead Magnet or Re-Engagement offer
- Valuable Ungated Content
Cycle through these offers and make sure your follow up with your email list every week.
Wrapping things up, remember that in order to get results with your Facebook ads you will need a solid strategy for getting leads (like the one I gave you above in Phase 1).
The key to converting these leads into sales is that you will need to follow up with your automated email campaign (Phase 2) and your weekly email broadcast (Phase 3).