If you are looking to get more leads at higher quality then this blog is for you! I am going to cover the hard truth about how to get more leads from your offer, and of course how to convert those leads into higher quality clients!
first you need to understand this
There is too much noise in the Facebook feeds nowadays. So many advertisers are marketing trying their best to get your attention and preach you the same exact message everyone else is.
To be honest your future clients are seeing the same thing. We are so easily creating ads that have certain offers luring people into the funnels and asking them for some form of... Financial commitment.
Yea, me too!
But what you are going to have to understand whether you agree to this or not is not everyone is ready... That is #1, and #2 not everyone trust that you can help them!
Most of my clients that I talk to, tell me that their clients have tried to seek help already before only to find out that success isn't given.
brand awareness comes first!!!
In order to win the hearts of your customers, truthfully you are going to have to treat this like a relationship.
You do not want to start off too fast because in the end things just don't work out now do they?
In the beginning you need to give value. You need to scratch an itch that your customers have in order to fully get their attention and begin to earn their trust that you can help them.
This is the only way to truthfully be able to win their heart, and have them open their wallets to you ready to purchase your services.
It's not going to be easy. Trust me. But if you do it right, and if you set up a system (i.e. CRM, email/bot nurturing, provide value in your ads, videos, blog posts, the whole nine yards of everything) you will grow a brand and importantly establish yourself as a dominating business in the industry. Guaranteed! Guaranteed! You will see success but you have to give value first in order to earn the hearts of people!
Provide content to your audience on Facebook. You don't even have to let them leave the platform. Create a video giving value, giving useful information, on how to help them in the pain or problem that they are having. From there you can build an audience of trust and remember that is just the beginning!
Don't expect to create 1 or 2 posts and give value then immediately run them into an offer. It doesn't work that way. Now I'll admit you may have some (very few the least) who will sign up but chances are you didn't give enough value. Think of it as a date. The first and second date you are not going to ask them to marry you now are you? (well at least most of us won't) But... You need to give them more value.
Now in order to create interest you need to do the following.
1. Ask them a question and find out what it is that they want.
2. Now go get that answer or solution and provide that to them.
You may have 5 different types of clients that need 5 different type of solutions because they have 5 different types of problems. Go get all of them and bring them back to them.
Drive people to your blog posts, or create more videos that address these problems and give them the solutions to them so that you can continue to build good will and trust.
Establish yourself as the dominating authority in your industry. Establish yourself as the dominating authority in your industry.
Don't tell me, show me...
In order to create desire for your services they need to be solution aware FIRST. They need to understand that it is you that can provide a solution to their problem and you have done so for so many other clients before.
This requires Case Studies, Testimonials, social proof reviews, videos, blog posts, everything you can get your hands on to get feedback from your clients to prove to other people that you have helped them.
Now some of your clients won't be willing to give you testimonial videos just for the sake of it, so you need to give them a reason to do so. Such as, a FREE bottle of wine, or something that can give them the motivation to praise you.
Even if you do a great job, and help their life, they are still not obligated to provide a testimonial video. Now, let's face it. I bought an Iphone X, and I like the phone. However, I am not obligated to take time out of my day to provide a case study about the phone now am I?
Same goes for your clients!
Create an IRRESISTIBLE offer
Now it's time to run a live Facebook ads campaign. This campaign will be specific to obtaining a goal. What is your goal out of this campaign to be?
I want to get 400 Leads and my target Cost Per Lead should be roughly $10. I want to get 325 applications out of this campaign and have at least 230 booked appointments.
This is the numbers factor that will allow you to set the pace on what you should spend and how much it will take to get things to work.
Some marketing agencies tell you what you should spend or include their budget into the fee. I don't get that. How is it possible to even know how many leads you want and what your expectations are out of the campaign.
What if you want 10,000 leads? That amount of numbers probably won't cover the spend and the fee of course.
Create an offer that your market wants. If you do not know what to create, go back to your survey funnel and understand what it is that you market needs.
Create an offer that solves a very specific problem and you will get the right people into your funnel plain and simple.
Now that you have an market that understands your brand, trusts you, and follows you. It won't be hard to scale your business as long as you continue to provide value all the way up until the phone call and beyond!
use market call outs!
Not sure if you know this... But marketing call outs is a very important way to help distiguish who it is you are wanting to target.
Ideally, you do not want to target the wrong people because what happens is they may click your ad. Waste your money.
Then... Worse, they may even take their time to sign up on your funnel or landing page and then book a call with you knowing that they have no intention of even going forward with your service.
That not only wasting your money, but it also wastes your time, which is more valuable in my opinion!
By using a marketing call out, you will have the chance to speak to the market who you want! But before you do that you need to come to an understanding!
Not everyone is a good fit!
Not every one has an iphone. Some people have other type of phones. Therefore not everyone is a good fit for your service.
Some people, just are not right! I hate to say that, because we all want "everyone" to be a good fit. This is for everyone, I mean is it?
But it's not! And the moment you come to an understanding of this, the easier it will feel when someone says "no."
how we used marketing call outs!
One of our clients was running a campaign. The lead signed up and went through the entire funnel and filled out an application then booked an appointment!
Only after getting this lead and others on the call. He appeared to be speaking with people who were jobless, and didn't have no employment background.
The leads were crap and wasn't really able to afford his service so we had to do something quick in order to help him get better quality people into his funnel.
So it wasn't that hard we just need to change up our message. Inside of Facebook you can only do so much when it comes to targeting, and interest/behavior. So all we had to do change our marketing call out to something more specific.
Are You a Busy Professional Working In _____ Area?
Once we used this call out the leads he was getting was night and day. He was getting great quality leads from people who was in his working area who actually had business executive jobs and could afford his service!
We started to dial it down even better once we started to get a better understanding of his market and what their specific needs were through his application form.
Are You a Busy Executive That Never Takes Time To Do a Check-Up? (and the image was a man getting a checkup at the doctor's office)
Now we really hit gold! Because we were speaking directly to the market we wanted to attract into his funnel.
The Cost Per Lead started to increase a little bit, but the quality was so much more better therefore the Cost Per Sale was LOWER!
Another client was targeting specifically people who had injured themselves in the gym and was looking to make a change to their health by recovery exercise. Notice the call out on the image that we used to attract people who was tired of getting injured!
Using market call outs works!
Market call outs works great charms when it comes to getting great leads into your funnel.
But, it is only one part of the entire process, where there are other important parts that you need to consider to use in order to get the best quality lead possible!
If you want to find out how to target the right avatar using all of the steps, I suggest you click here to fill out a form and I would be more than happy to show you! I am honest, I am going to bride you on our ads management program which you will be very interested in, if you want to have my team set this all up for you!
Learn More by clicking here now!
FACEBOOK ADS IS DYING?
Not at all. However the costs in the auction, the bidding for placement in the feeds has significantly gone up!
Studies predict that ad costs have went up at least 13-27% by the beginning of the year. That is a significant INCREASE!
But I created a blog post that will help you overcome some of these struggles and how Facebook is rewarding it's advertisers who use "certain strategies" and certain platforms in their feeds. Understanding "why" Facebook rewards us is going to be the key element to the success of your marketing campaigns!
So listen up!
Facebook messenger ads!
You may have seen this enough everywhere!
Messenger ads. You have them in the campaign settings where you can select your objective. You also have them in the ad set settings (like the image above) where you can select where you would like your destination to go. Such as messenger placement or now "What's App."
So what does this mean?
it means facebook would love for you to keep their users on your platform
You see, Facebook temporarily loses it's users when you take them off of their platform. That's why you may see ads that keep users on the platform, and promoted posts that gets engagement, shares and comments.
This shows the users a "Positive Experience" and by doing so they will reward you for that! You will start to see your costs get cheaper and cheaper, and your impressions will go higher and higher.
That means more exposure for cheaper costs!
Running Messenger Ads keeps it's users in the messenger platform, and it also helps you start a conversation with your potential customers so that you can help them make decisions to financially commit to your products or services... Prematurely...
You need to focus on conversational marketing!
Conversational marketing is the new form of marketing as of 2019. This is the day in age where you can lead your customers into a personalized 1 on 1 conversation in messenger.
THIS IS POWERFUL!
Big companies already now have messenger sales departments whose purpose is "only" conversations in messenger.
If you do this correctly, you will see a significant increase in Cost Per Acquisitions depending on your offer, and targeting of course!
conversion ads still work but you need to think out of the box
Facebook has rewarded us with the ability to run ads in a square size format. So therefore you are able to get link post ads in the feeds that can cover up just about the mobile screen. This in turn exposes your brand to people and can increase your CTRs.
Now what you want to focus on is the creative... What type of image will attract the user, and what type of offer will get them to click?
Sell the Impression with the Image/Video
Sell the click with your copy!
The copywriting has to be in line with the amazing offer you are giving away. Be sure to focus not on the conversion but the click then the funnel or form will in-turn sell the conversion.
Take a look at the blog post above.
The "Left Ad" was the one that got the more clicks, at the cheapest costs.
Because I told a story... I used First Person View... And of course, I created a "Fear."
Consider this when you write your copy and you may get higher CTRs which will in turn get you cheaper costs!
Scale your business through Facebook Ads by using these 6 Tips!
Tip # 6: Install YOUR Facebook Pixel
Tip #5: OPTIMIZE FOR YOUR BEST PIXEL
We have seen some of the best results come from optimizing for your best pixel. As long as you are able to get at least 50 conversions within a 7 day window you will use Facebook's algorithm to your full advantage. If you are not able to get 50 conversions within that 7 day block, then it may be best to optimize for landing page views until you reach that target as what happens is Facebook will still kinda randomly target users based on engagement on the post and clicks vs just targeting the likely people who they believe will convert and fired that pixel.
Tip #4: Separate Your Ad Set by Gender/AGE
In most ads you can talk differently to women than men in the ad. It will help give you a better click through rates in which would reduce your costs and it may even help you get more qualified clicks too. You can also separate them by age group. Don't worry so much on potential reach, just try your best to speak to the market of your ideal client within that age range and you will find out how much ads spend you can save by toning your message to match the market!
Tip #3: Upload Your Email List To Facebook
About how many of your customers actually open your email? Out of those who open your email about how many of them actually take action on your offers?
Upload your email list to Facebook and promote your email list via Facebook Ads. It helps you get more engagement with what you are promoting and increase the chances of your content being seen.
Tip #2: Split Test Your Ads
You can see in the image above Audience 13 USA was a little more expensive cost per click that the Audience 13 in Mexico. This highly could be due to competition. But good thing we split tested it because the USA audience gave us more conversions!!! Get my point? You have to split test multiple ads and also ad sets so that you can leverage your data to make more accurate decisions. Some ad sets will not work. Some will. And the ones that will you need to through your budget to them, and reduce budget to the ones that are not working!
Tip #1: Don't Guess! TEST!!!
A lot of times we guess instead of testing. What we think and what actually happens are more often two very different things.
Look at this ad image below. Had no idea this would actually convert for us on a massive level but it did! I was about to delete this to be honest. Good thing I didn't!
First Find the Problem
If you are running Lead Generating Facebook ad campaigns. And you are either getting no leads at all or just expensive leads. You are going to first need to find out the problem. There are either two reasons why an ad is not working.
1. The Ad is getting NO Clicks, therefore no traffic is going to the page thus no leads.
2. The Ad is getting clicks, but no one is taking action on the landing page and signing up.
The Ad is Getting Little to No Clicks
Check your metrics and see what is the Link Click Through Rate. (LCTR)
This is the determining factor to see if anyone is clicking on your ad or not. Thus you can see from the image above the ad that got more clicks was the one that got the highest LCTR thus the cheapest Cost Per Link Click (LCPC).
The most expensive ad was the one that got a 0.28% LCTR. Thus giving me a expensive $7.75 click. Ouch!
So I turned that ad off, and then keep running the one that got the 1% LCTR.
It is normal to get a LCTR of at least 1%. If you can get a 2% or higher LCTR then you should be getting some good traffic to your funnel thus cheaper cost per clicks and leads.
How To Fix It?
To increase the LCTR (which will give you cheaper cost per click thus more clicks thus more leads) you need to focus on the image or video you are running. By changing the image or video can get the attraction you need to read the content on the ad and produce you a click.
Next focus on the copy. Is the copy giving them a specific call to action and reason? The most part of this is the image or video but the second part comes down to the copy.
The image or video will attract the audience, and the copy will determine the type of audience who clicks!
Getting Clicks But No Sign Up?
First off, if you are getting clicks. The LCTR is above 1% and you are driving traffic to your funnel. But when they get to the landing page they are not converting. We need to assess the reason why?
1. Does it work? (test it, and make sure. Sometimes that's all it takes to find an error)
2. What does the ad say, and then when they land on the page what does the page say? Does the page take them further into the conversation promised on the ad?
Are you promising them apples on the ad, and then when they land on the landing page the are learning about oranges. Remember... They didn't want oranges, they wanted apples.
3. The funnel just plain sucks. It's okay. You don't have to change the entire funnel. Some tweaks such as headlines, and call to actions (CTAs) on the buttons will do the trick. Split test your AB and test the small things out. Headlines and CTAs.
How to Fix Your Funnel?
1. Split test the landing page with a different headline (tip: you can test headlines in the ad first and see what is hot, then put them on the landing page)
2. Split test your call to actions and make them very specifically clear.
3. What is your promise? You don't have to repeat yourself but you can from the ad to the funnel however, continue the conversation where it was left off. (long form ads to long form sales letters work really good if you got your targeting right!)
4. Just hire us, and we will do it for you! :) Learn How!