Are You Using Facebook Ads to Generate New Sales Leads for Your Business?

Facebook Ads

You should be. It’s easy.

This article will discuss optimizing your Facebook Ads for capturing leads. I’ll give you ten best practices on optimizing your ads for engagement, and then focus on lead capturing strategies – and why Facebook Ads’ targeting tools are changing the way we’re generating leads online.

Let’s get started.

 

Optimizing your Facebook Ad for Engagement

Let’s get this over with so we can get to the good stuff. If you’re not already implementing these ten strategies below, do it now, and watch your Facebook Ad click-through-rates increase.

Image best practices:

  • Pictures of people (specifically a smiling, wholesome woman) generate more engagement than anything else
  • Pictures of animals and babies take 2nd and 3rd
  • Odd-looking or humorous images cause Facebook users to do a double-take, increasing their chance of reading your headline or body copy text
  • Avoid complex images. Keep it simple and devoid of text

Headline Best Practice:

  • The word ‘free’ and dollar values work to grab the eye of Facebook users
  • Focus on attracting the eye, let your body copy convince the user to click

Color and Detail Best Practice:

  • Avoid blues and whites as they’ll cause your ad to blend into the existing Facebook color scheme
  • Use red, green and orange: bright colors that attract the eye. Red encourages click-through as it makes the heart beat faster (giving the illusion that time is passing faster than it is). This encourages people to act impulsively
  • Don’t be afraid of borders. If your ad’s landing page image is blue, keep the same image, but throw a colorful border around it
  • Details, like borders, shadows (even increasing the green and yellow gamma on your image) have proven to increase click-through-rates. Sometimes it’s the little things that make the biggest difference.

 

Lead Capture with a Contest or Landing Page

Okay, on to the fun stuff.

Integrate your Facebook Ad with a corresponding contest or landing page to generate qualified leads. Use the ad to get them interested (with an awesome value proposition, CTA, and image) and a solid landing page (with USP, image and list of benefits) focused on the email generating call-to-action.

Contests

Contests are a fantastic way to generate qualified, valuable leads, provided you optimize them intelligently and offer the right prize.

Choosing a prize is about finding the happy medium between putting your business out of… business, and offering something nobody wants.

I recommend gift cards. No, they’re not the sexiest thing ever, but they work. A gift card allows you to promote your business as a whole. Anyone interested in any of your products will engage – and only people interested in your products.

Yes you’ll get results with a cash prize or an iPad, but I strongly recommend not doing this. You will, of course, generate a bunch of leads, but how long do you think they’ll stay subscribed to your email list after the contest is over?

A gift card ensures the people who enter your contest are actually interested in what you’re selling. Ask yourself, do you want 1000 leads who have a 2% chance of converting, or 500 leads who have a 10% chance of converting? (For those who hate math, the answer is 500…)

Landing Pages

Traffic Facebook users to a landing page optimized for lead generation. This means offering a reward for the lead, like an ebook or a white paper.

Ebooks are a great way to generate leads. Your business is probably already generating content (you should be, if you’re not). Compile this content, whether it’s a blog article, case studies, or a how-to-guide on balancing your own checkbook, and email-gate it.

Email-gating is simply requiring a visitor to your landing page to provide an email address before getting access to your awesome content. Your landing page should be built around selling this content.

Remember, you’ll get better click-through if your unique selling proposition (USP), value proposition, and image are the same in your landing page as they are in your Facebook Ad.

A/B Test both Facebook Ad and landing page to see what strategies work best for your target audience.

 

Targeting an Audience of Awesome Leads

Facebook Ad targeting is what makes Facebook Ads worth doing – it’s what makes the ROI make sense for small businesses. Facebook Ads can be targeted with a previously-unheard-of specificity. I’m talking targeting an ad at Facebook users who have just sold a used truck. Or targeting not only people in a relationship, but people at different stages of their relationship, or who have just gotten engaged, or who are doing long distance.

Target your Facebook Ad intelligently and you could be seeing a CTR of .1% or higher. Don’t target it and don’t be surprised when you’re getting .02.

For lead generation, we don’t want to target Facebook users by their car-history. Instead…

Target by lookalike audience

  • Import a contact list of current customers, leads, or previous contest entries from your CRM or database
  • Create a lookalike audience, in which the characteristics of your original list are matched with Facebook users who have never met your business
  • Target your Facebook Ad at this audience of people similar to those you know are interested in your product, service, or offers

Targeting by lookalike audience not only increases Facebook Ad CTR (as its made up of people very much like your existing customers) it also gives you a valuable, qualified list of leads more likely to convert in the future.

 

Target by Precise and Broad Category Interest

If you’ve already gone the lookalike audience route, or are looking to change up the details of your business leads (going from small business to middle, or CEO to marketing manager, for instance), target by Precise or Broad Category Interest.

Let’s say you’re using an email-gated ebook (on A/B Testing) for lead generation.

 

Targeting Facebook users by Precise Interest could look like this:

Specific Interests

Provided you’re targeting all english-speaking countries, and your spend budget is set at a maximum of $20 dollars/day, you can expect around 50 qualified clicks. If your landing page is optimized (let’s say at a 20% conversion rate – which is reasonable if you A/B test well and put some time into it) you can expect at least 10 qualified leads each day.

Let’s say you’re using a contest (giving $250 in maternity and baby supplies to new mothers) to generate new leads.

 

Targeting Facebook users by Broad Category Interest could look like this:

Broad Interest

You could also target women with a 0-3 year old baby. This means your ad is only seen by your target audience. The leads you’ve generated (perhaps for an upcoming push into the maternity sector) are perfect for an email marketing and lead nurturing campaign in the coming months.

And once you’ve generated this list of leads, do a lookalike audience on it and start all over again.

 

Conclusion

Hopefully you have a better idea of how to use Facebook Ads to generate leads online. Targeting well ensures your leads are the kind you want. Compare the rate we worked out above with what a lot of lead generating companies charge, and see if this isn’t awesome.

Have you had success, or frustrations, with Facebook Ads? Start the conversation below.

About James Scherer

James Scherer is a social media expert and blogger for Wishpond. Wishpond makes it easy to run social contests and promotions on Facebook, Twitter, websites & mobile.

Comments

  1. I actually found this article rather helpful. I haven’t got much into advertisement yet, but I had heard that Facebook wasn’t a great ad platform, and you blew that theory out of the water.

    Thanks for the tips!

  2. Samuel joyce says:

    Excellent post James!!Pretty unique and cool ideas to promote business through Facebook ads.. This is really great information to use. I will try it!!
    Thank you so much….

  3. @Shawn Hartwell – Glad you found value in the article! I think Facebook Ads get a bad rap, as unless you put time and energy (and great targeting) into them, you do get some pretty miserable conversion rates back. Focus on targeting though, and every lead you do get is a solid one. I wrote a free ebook (at corp.wishpond.com/facebook-ads-ebook) if you want a comprehensive guide.

  4. @Samuel Joyce – Good to hear you enjoyed it. Thanks for reading!

  5. A really interesting article, thank you. A good feature for anyone to read if they’re new to Facebook advertising and want to expand their audience effectively!

  6. Now, that you have found out the credibility
    of the business lead available, it’ time to be clear with the objectives.
    This is because they are already sold on the network marketing and MLM industry.

    While you are holding your home parties,
    you can offer each guest an incentive to provide
    you with the names and phone numbers of at
    least five people they feel would love to try your product.

  7. I could discuss this forever, and I will never be able to convey the amazing potentials
    of this option. Due to a number of studies done by the expertise, it
    is clear that site visitors only dedicate a few seconds to browse a page.
    There are currently more than 63,000 organizations
    using Good – Search, which is powered by Yahoo.

  8. Always train at least two employees on feeding methods.
    For the past few decades, the solution to forward-looking
    computer network hardware was simple: faster switches and beefier cabling.
    Under this section, gamers can upgrade to the Premium Account feature.

  9. Keeping the Javascript simple also helps to pull content closer to
    the top of the page. If one page has no relation
    to another, the internal link will be unable to improve the indexing.
    Now you may ask, how do I make a backlink pointing to my website.

  10. Helping People To Live Debt Free and Truly Wealthy.
    you use it for health care; however, once you reach the age of 65 you.
    Thus, if the ILIT is designed as a grantor trust (as most are),
    the insured.

  11. Think about starting your search locally versus nationally.
    The goal is to have the overall living space strike the proper balance between engaging and stimulating for special needs individuals and warm and
    inviting for visitors. With the advent of computer technology this has become quite convenient, owing to the 3D
    animation.

  12. A person essentially help to make seriously articles I’d
    state. That is the first time I frequented your website page and thus
    far? I amazed with the analysis you made to make this particular publish incredible.
    Great process!

  13. I believe everything published was very reasonable. But,
    what about this? what if you added a little content? I am not suggesting your information isn’t solid, however suppose you
    added a title that makes people desire more? I mean
    Are You Using Facebook Ads to Generate New Sales Leads for Your
    Business? is a little boring. You might look at Yahoo’s home page and note
    how they write article titles to get viewers to open the links.
    You might try adding a video or a picture or two to get readers interested
    about everything’ve written. In my opinion, it might make your website a
    little livelier.

  14. Now, the page you are despatched to, via the link, is used to give you valuable information. Page should be laid
    out in 2-3 columns, left side includes additional links to whitepapers,
    videos, case studies, etc that are specific to this page only.
    You will LOSE business partners rather than gain them and an inadequately prepared network marketing webinar is no exception.

  15. What’s up, I want to subscribe for this weblog to get most recent updates,
    therefore where can i do it please help.

Speak Your Mind

*