We’ve all recognised that Facebook is a great way to connect with your marketing targets. I mean, 2.41 billion people can’t be wrong, right? But Facebook’s ever changing algorithm can make it tricky to organically connect with your audience, so you’ll need to get a little more strategic when using this powerful marketing tool. Even with our team of experts, we are constantly faced with challenges and our information can become obsolete if we don’t stay updated. (Pass onto your marketing coordinator if you think they might find this valuable).
Here’s some tips on improving your lead generation.
1. Segment your audience profile
Facebook’s step by step guide makes it easy to segment your audience so that you are reaching the pointy end of your total target numbers. You can segment your audience based on behaviors, interests, demographics and with a combination of all of these, you’re further honing in on your leads, targeting only those people who are most likely to be converted into sales.
Facebook’s suggestions on the three ad image best practices are; choose an image which is best related to your product or service, use an image which is bright and eye-catching even at a small size, and avoid images which have small details or text and opt for something simple instead. Although these are great principles, on the whole, don’t discount things such as a bold value proposition cleverly inserted into the image, or call to action.
3. Qualify with a question
When building in response forms to your lead generation strategy, ask your audience to answer questions before submitting them. You can customise these forms in a number of ways – short answer, multiple-choice, or even conditional, where you can create a set of questions with conditional answers that change based on how someone answered a previous question. By further digging down into what makes your audience tick, you’re further qualifying your leads.
4. Retargeting leads
Facebook allows you to build in a code, or embed a pixel to the back end of your page which then attaches itself to the visitor’s browser and then shows them a customised ad that you’ve created just for them. This hopefully then encourages them to click your personalized ad and visit your post-click landing page to download more information or fill in a form. The ads are displayed in the users’ news feed which makes them hard to ignore.
5. Smaller audience targeting is actually better
It’s referred to as hyper-targeting – Facebook advertising lets you target users by age, sex, language, location, workplace, education, interests, and more. So use these to target only those you’re trying to reach and tailor a specific message to each. You might use an ad in a different language, or even a combination of behaviors, demographics, and geolocation to reduce and refine your audience, and create a series of ads for each of those segments.
6. Learn to use a lookalike audience
A lookalike audience is a group of targets similar to your ‘source audience’ or the audience you have created initially. This lookalike audience won’t contain the same people as your source audience, and up to 500 lookalike audiences can be created from one single source audience.
7. Have a sales process.
Every salesperson knows the basic buyer’s journey, and Facebook works the same way. If they don’t pick up, doesn’t mean they don’t want to buy, they’re just not ready. You can always go back to door knocking. I could talk all day about this topic and will expand on this in another blog. It really deserves its own spotlight!