At Easy2Access, we have spent a significant amount of time and effort into experimenting with different kinds of Facebook marketing strategies. A lot of it was trial and error and truth be told, we are still learning more each and every day. That being said, there is a lot of insight that we have learned in the process and we would like to share a little bit of what we know now, in the hopes that your brand too can benefit from our experience.
First Thing’s First, Be Clear with Your Objective
Facebook offers many marketing objectives for you to strive for, such as brand awareness, reach, traffic, page likes, products or leads. If you provide a product or service that frequently requires a quote to be sent or for more information to be discussed between your brand and your potential customer before a sale is made, then a lead generation campaign is the most profitable way to exploit social media.
Now Read: 5 Ways to Increase Your eCommerce Conversion Rate Now
The Power of Facebook Lead Generation Marketing
Facebook lead generation is a powerful tool that combines targeted audiences and compelling copy to attract potential new customers who are looking for a product or service just like yours. Facebook gathers potential purchase and intent or interest data from its users’ behaviour, which makes it a very useful tool for finding your ideal audience.
Once you have a good idea of exactly the type of audience you want to target, you need to create a lead generation form that gathers the type of information you will need to bring the user closer to a sale. This is known as qualifying a lead.
Above is an example of a lead generation campaign which we recently ran for Harvey World Travel Highway. As you can see, the form has a lot of information which serves two purposes; to educate the potential lead about the benefits of the package and to screen time-wasters by clearly stating the cost implications involved.
Then, there are just a few questions about their personal info which Harvey would use to communicate with those who filled in the form. This data is then transferred to a leads database which Harvey will use to quote, follow up and nurture a strong working relationship.
Understanding Audience Targeting
Facebook offers a wide range of targeting metrics to help you find the audience most likely to interact with your brand and make an order or purchase. The best way to find your ideal audience is to look at the kind of users who are currently loyal to the brand and to target users who fit a similar profile. There is a lot of trial and error involved here, which highlights the importance of A/B testing.
Now Read: What is Remarketing? (& How Can it Benefit Me?)
Automation Through 3rd-Party Add-On Providers
Once your campaign is set up and running, you can log into your ad manager and access the leads gathered at any time, in the form of a csv. or xlsx. Format. This can be a schlep over time though, plus you run the risk of letting hot leads go stale if you do not get into contact with timeously.
Our solution to this is to use automated systems that immediately notify us when a new lead comes in so that we can make contact with them right away and discuss their needs. Our multi-layered system includes an integration with Google Sheets that adds each new lead form entry to a working spreadsheet that can be accessed anywhere in the world by users who are provided with the link to that sheet.
Furthermore, we have integrated a notification process which sends an email to all the concerned parties, advising them that a new entry has been added to the form and a handy link to take them to the spreadsheet of leads. This means that once your campaign has been set up, your budget allocated and your audience targeted, all that is needed is for the automation integration to be set up and you have a hands-free leads generation machine running from there on out.
Monitoring & Optimising Your Lead Generation Campaign
If you find that the quality of leads is not fitting in with the type of clientele you are trying to target, or that your cost per lead is too high, then it is vital that you keep tweaking the audience with split A/B campaigns until you find that sweet spot.
Get the Results You Deserve With Your Very Own Lead Generation Campaign
If you would like to get started with a high ROI lead generation campaign on Facebook, expand your reach and grow your business then chat to us today!
