How to develop a facebook ads strategy for lead gen funnels? Lead generation services are different from e-commerce and from high-ticket services.
The funnels are a bit more straight forward and if done correctly can bring incredible results for your business. In this article we will discuss the steps that you need to create a lead gen facebook ad funnel.
The Big Picture
The idea is to drive traffic from facebook to an irresistible offer (something of incredible value in exchange for contact information (name, email, phone).
Once you have the lead you’ll follow up with them via SMS and/or email for the lead to book an appointment.
The end goal is to get the person into your business, provide them with a great experience, and up-sell more offers.
The Value-Ladder and the Lead Magnet
In order to execute this strategy, you need to provide something of incredible value up-front. Remember, the main thing is to get a new client on board so this client chooses you over your competitors. And in order for you to do so this offer needs to be highly attractive.
Offers or lead magnets are what hooks potential customers to your funnel. They can take many shapes or forms but they can basically be of two types: sales-driven or content-driven. Sales is probably not the right word, but let’s use it for now.
What is meant is that you offer something of great value that involves the exchange of a product either for free or by a discounted price.
Free is ideal as an initial broad offer.
Keep your end goal in mind … get the person into your business, provide them with a great experience, and up-sell more offers.
If you have to “lose” a little money up front to make lots of money on the back end, why wouldn’t.
Landing Page Creation
If you are creating a funnel from scratch – rather than driving traffic to a landing page without an offer, you have to separately create a squeeze page where you will make your big offer. This squeeze page needs to be tight and clean, not with a lot of information. That’s what I feel performs best.
Second, in order for you to keep track of this conversion the next step in the sequence needs to be the thank you page. Thank you pages are important because otherwise you will never understand how many leads you acquired for your client – and you can’t do retargeting as well.
Follow-Up Sequences: E-mail Marketing and SMS
Have them call you
Email marketing and SMS are not dead – especially if you have a hot lead. If you have a lead you need to reaffirm with persistence that you have an incredible offer running and they need to take advantage of it.
Immediately after you acquire the new lead the goal is to send an e-mail and SMS so the lead books an appointment with you. If this doesn’t success 3 more emails should be sent following whatever sequence makes more sense for your business.
You Call Them
Last case scenario, if they didn’t book a call you can also call them directly so the client confirms the booking. Closer to the date when
CRM to Control what Goes On
If you already have an e-mail service provider with a CRM incorporated then you are all set to go. The main technical effort would be to easily integrate it. If, however, you do not have an e-mail service provider then the automation can be done via google excel sheets.
Zapier can be used here again. You will receive the new lead separately in your excel file and you can easily control it there.
Running Facebook Ads to your Funnel
Once you have the funnel set, it is just a question of running facebook ads to it. Fortunately, there’s a pretty simple formula for doing this …
First of all you need to take care of your facebook pixel and check if it is correctly set up. After this is done you need to start creating custom audiences, custom conversions and of course and ideally, track offline conversions. These files and optimisations are the starting point t.
There are a few other things I’d like to point out with regard to launching your ad campaign:
- Campaign Objective should be set to conversions. This means you need to have a properly installed tracking pixel and are tracking leads correctly!
- Ad Set Settings:
- Edit Placements: Only show on Facebook News Feed and possible Instagram if it makes sense to do so. You may split test desktop vs. mobile.
- Conversions: Set this to Lead (again, this assumes you have your pixel and tracking setup correctly)
- Audience: Make sure you target your ideal audience and the correct location(s)
There are also a number of other recommendations that need to be done in terms of the design and text of your ad.
Managing your Client’s Account
There are a number of steps that you need to take to manage your client’s account the right way. In the ebook we are preparing we will explain it in greater detail.