Facebook Lead Generation
3 Pro Tips for Facebook Lead Generation
At this point, it doesn’t matter whether Mark Zuckerburg is in or out, Facebook continues to gain momentum. With over 2 million users in the US and nearly 2 billion users in the world, it simply has the reach no other platform or publication can claim.
The sheer beauty of creating a Facebook lead generation campaign is because the company has always had the foresight to gather user data from Day 1. (We’re not talking about the privacy issues that have been surfacing recently.) We’re talking about the fact that they can provide much more than just demographic information which is critical to efficient campaign spending.
Today, we’re going to share three valuable tips that will help avoid making costly mistakes and get the biggest bang for your buck.
Tip#1- Know Your Target Audience
So many advertisers try to be all things to all people and that rarely works anymore. We refer to it as the “shotgun approach”, which works in some situations, but is a poor choice for small budgets, niche retail or vertical markets.
When you know your audience, a lead generation campaign can be fine-tuned. Once the budget is determined, the “Facebook universe” can be sorted and narrowed down using a variety of filters, such as geographic area, interests, gender, age and sometimes income level. Basically, the more you know about your potential customers, the more successful the campaign will be.
For example: Let’s say you are selling a luxury brand of ladies shoes. You would not direct the ad to all ladies, right? You would select an age bracket, income level, interested in luxury, specific major markets and anything else that will help narrow down the audience. While it is more expensive to use several sorting options, so the cost to reach each person is a bit more. Yet, the campaign will be more effective because you are connecting with a targeted audience. Therefore it will result in a more effective campaign. Chances of selling high-end shoes to those who love high-end shoes are much greater than selling to a universe of “ladies”. Understand?
Tip#2 - Repetition is Key
Another concept most advertisers don’t often comprehend is the power of repetition. Many feel they have to reinvent the wheel to keep potential prospects interested. Just the opposite is true.
Years ago, when Nielson ratings were practically the only analytic available, it was statistically shown that a prospect had to see/hear/listen to a message a minimum of three times before genuinely noticing the message one time. That was back when the average consumer was exposed to about 500 advertising messages a day. Today, that number has grown to a whopping 5,000 advertising messages a day. Since your advertising message is competing for attention, repetition is important. Repetition builds equity in your brand and your message. Use the same look, logo, tagline, and format for your promotions. The content can and will change as each season approaches, however, use the same lead generation campaigns more than once.
Did you know? It is common for a company to grow tired of their advertising message more quickly than their customers.
Tip#3 Have Your Sales Funnel in Place
Another common mistake advertisers make is not completely developing their sales funnel. Some think, “Let’s worry about getting the “yes” prospects and not worry about the rest.” Honestly, that thinking is not effective on so many different levels.
The most important thing to remember is not everyone is in the buying mindset the moment they see your ad. In fact, according to many marketing experts, there are 6 defined stages in the buying process:
- Problem Recognition
- Information Search
- Evaluation of Alternatives
- Purchase Decision
- Post Purchase Evaluation
Your ad will be seen by viewers who will be in every one of those stages. The chance of any ad catching an entire advertising audience in the fifth stage is slim to none. So you must have your sales funnel completely prepared and ready to move prospects through the funnel until they buy. This takes time, money and patience yet are well worth the effort.
If your ad, message, and offer are what people are looking for, then you will reach a percentage of buying consumers at exactly the right time. However, you have to keep the consumer conveyer belt moving toward the fifth stage. Within time, the “no’s” and “maybe’s” will turn into customers or will drop out of the funnel.
Now you have an inside look at why your past Facebook lead generation campaigns may not have worked as well as expected. We have other tips and tricks up our sleeves and would love to discuss the possibility of using our services to increase your lead volume.