Generating leads is the Holy Grail for online selling. The more leads you generate, the more likely you will find new prospects. Here are some tips on how to generate leads using Facebook ads.
The first step for someone who wants to use Facebook ads is to set up Google Analytics. This is important because it will allow you to track an ads success. It can also provide you immense insight into who you are attracting with your website and your ads.
Determine how you will handle leads as they come in. Your conversion rates will be higher if someone who is highly skilled at closing or converting those leads is contacting your prospects.
Set up a landing page where you will send your prospects. Do not send traffic to your regular website and hope to get satisfactory results. The landing page should be setup without exit navigation and with good landing page design principles employed. This means designing an experience for the viewer that will achieve your business goal. The design should guide the visitor toward completing one specific action, using persuasive design and psychological triggers as devices to increase conversions.
Your landing page should have four main design techniques in play. First a little technique called Encapsulation. This technique is used to draw your visitor’s eyes and create a tunnel vision effect. A classic type of picture to use in encapsulation is something that creates a frame for the feature in the distance. It pulls your eye towards that target.
Use contrast and color to make important elements stand out on your page. What you want seen on the page needs to stand out from the surrounding elements. For instance, if you have a predominantly blue page, than a contrasting color such as orange would stand out on the page.
Lead the viewer’s eye with directional cues that point to the focal area of your landing page. These help to guide your visitors towards your conversion goals, making the purpose of the page obvious as soon as they arrive.
If you have a human on your landing page, pay particular attention to where their eyes are directed. If they are looking directly back at the audience, then the audience is less likely to read any text on the page. However, if the eyes are directed at the text, viewers are much more likely to read.
Finally when setting up your landing page, make sure that you leave white or blank space. The purpose of this important white space is that it will allow your eye to focus and help you emphasize what matters most, which is your call to action.
Keep It Simple
The conversion objective on your landing page should be to get the viewer to fill out a form. Keep the fields brief so you don’t lose them on this step. Include a brief description of the opportunity, but remember to leave them wanting more information. Add a testimonial and the photo of a happy buyer as social proof (remember where he/she should be looking) and make sure that once a prospect fills out the form, they are taken to a separate thank you page on your website.
Set up goals for your landing page in Google Analytics. A goal lets you track how many viewers come to your landing page. It tracks where they come from and how many of them complete your desired conversion objective. Having this set up will help to determine how effective your landing page is to converting traffic. One tactic that is beneficial is to set up multiple variations of your landing page for testing purposes. As you see which are testing higher in Google Analytics, you can leave the landing page that isn’t converting for the one that does.
Set up tracking links using Google URL builder. Define the channel of your leads, the medium and the content of your ad. You simply plug these into the URL builder and it provides you with a tracking URL. The tracking URL contains specific elements that get passed to Google Analytics so that you can track the effectiveness of individual ads.
Now write your Facebook ads, creating ads that keep your target audience in mind. You should have at least one new ad per week and you will turn off any that aren’t performing. Employ Power Editor to optimize your targeting and expect to spend money to get great results.
Using Facebook analytics and tracking link you set up, you can follow your campaigns in Google Analytics to see which ads are resulting in conversions. Not every ad will be a homerun, experiment with your text, photos and targeting to help you understand what delivers the most leads for you, continually making needed adjustments that resonate with your target audience.
Once you turn your ads on, you should expect to see immediate results. Start analyzing and tracking the time of day and days of the week that most of your leads are generated.
Using Facebook to generate leads is the smart way to build your business.