Have you ever felt that running Facebook ads is a dark craft that only millennial geeks seem to master? While the majority is chasing new Facebook objects, the platform constantly changes.
Apple and Google recently disclosed that they would be limiting data tracking. Alongside Facebook’s divorce with both platforms after this announcement, generating leads has become even more complicated than it already was yesterday. This makes merely knowing no longer enough and execution the key. Action truly speaks louder than words right now.
So to be successful and join the elite, you must master these 4 pillars to high-quality lead generation for both Facebook and Instagram.
1. Landing Page
This is the centre of your universe, the point of absolute conversion, and the moment of truth for your clients. A good landing page is just like the art of storytelling; it follows a structure. Rarely does a landing page deviate from that structure, and this is what you should bear in mind when setting up your website.
It needs to have a vision while clearly setting an aspiration for your audience to see. A compelling landing designed by your property marketing agency should not only attract your prospects but also lead them to a specific product, service, or offer and encourage them to take action. Your landing page is your opportunity to create conversions and establish your customer base.
2. Traffic / Media Buying Skills
Are you driving a Toyota, or is your business a Ferrari? Generating and targeting traffic makes it crucial that you are an expert at understanding Ads Manager. This is not simply boosting a post on your phone — that is what amateurs do. If you drive a Toyota, please don’t be offended, they’re trusty reliable cars but if I’m racing at the Grand Prix in the game of life, then I need as much torque as possible.
Boosting goes wide, and right now, as media is becoming more expensive, you need to be more targeted with your approach. The only time you ever go wide with your property lead generation campaign is at launch — when you are trying to cast the widest possible net and looking to purely generate traffic.
- Have you Pixeled your website?
- Have you imported your database into Ads Manager?
- Have you created Lookalike Audiences of your database into Ads Manager?
- Are you using Conversion campaigns or still using Engagement?
Remember, social media is NOT the same as Lead Generation. You can be brilliant at social media, but turning your audience into tangible enquiries who convert into sales are separate skills.
Related post: 7 Ways To Improve Your Facebook Lead Generation
3. Messaging
Your copy should not only reflect your creativity, originality, and ability to see things from a different perspective. It should also magnify your desire to resonate with a larger audience and your ability to address more specific needs and concerns.
If you’re not getting the conversions from the content you create because it does not have the right messaging to evoke an emotional connection. When creating content for property lead generation, use captivating literature, vivid adjectives, and beautiful metaphors. Help them understand, feel and imagine as if words are dancing off the page. This spurs the appropriate discussions that you have been eyeing from your audience.
As campaign messages become increasingly cluttered, we encourage you to focus on only one key message at a time for potency and effectiveness. If you’re trying to communicate to the $1 million + buyer segment, then craft the message that is synonymous to their desires which are often lifestyle or exclusivity. Alternatively, if your project is proceeding to construction, then time-sensitive calls to action should be your priority. Never try to do both.
4. Offer
No matter how good your messaging and content is, if your audience does not see the value of what you are offering, you will get zero conversions. Yes, a good copy, be it in the form of a blog, video, or social media post can help draw your audience and encourage them to explore your offerings.
After spending my whole life selling, the difference between average salespeople and superstars is one thing: they always ask for the sale. This means your campaigns must always elicit a form of response – whether it is an email subscription or an enquiry – don’t cry to Facebook if you go home with empty pockets.
Final Words
Generating leads isn’t a dark craft nor reserved for clients with deep pockets, they just need to understand it’s a process that dovetails between psychology and understanding the buyer journey.
