Do you think your lead generation efforts are going in the right direction? If no, you should start considering Facebook. A platform that’s almost synonymous with social networking, Facebook is a tool every marketer needs to have in their social media marketing arsenal.
In this blog, we will discuss proven ways to boost your Facebook lead generation strategy. So, let’s discuss them one by one.
1) Create your Facebook Audience Wisely
On a social network that attracts over 2 billion daily users, your social media marketing efforts will not bear results unless you are specific about the kind of audience you want to target.
Your targeted users are the ones who will see your sponsored posts in their sidebar, newsfeed and Facebook advertising network. For this, it’s essential that you understand well how Facebook targeting options work.
Facebook offers three kinds of options when it comes to creating an audience for campaigns:
a) Saved Audience
If you understand your target audience well, you can create an audience, save it and use and reuse it in campaigns. With this option, you can choose your audience’s demographics, interests and behaviors and use them later in future ads. This saved audience will appear in your Audiences page.
b) Custom Audience
Here, you can reach people who have already shown an interest in your product/service/business. You can create an audience using your existing customer list, email marketing list, people who visited your website, downloaded your app or game or took specific actions or the ones who interacted with your business offline.
After you have created a few custom lists of the target audience, you can create a lookalike audience to focus on an audience similar to the audience you targeted earlier.
Now, let’s assume you had targeted IT managers of large enterprises in Delhi NCR region for selling your laptops. You can use lookalike audience to target a similar audience: IT managers in some other location. Or you can select IT managers that weren’t in your earlier list that Facebook’s algorithm will find out using other criteria.
A recommended option would be to create a lookalike audience using your mailing list. Once you get the hang of who all are taking interest in your business, you can create custom audiences to target more specific groups.
2) Run Contests and Give Away Something for Free
Everyone loves freebies and your target audiences stand as no exception. Contests and giveaways can be used as a way of introducing your product/service and increasing awareness about your brand. Once you have gained their attention, find ways of nurturing this relationship and guiding them through the customer journey.
There are many ways in which these contests and giveaways can be organized. You can ask your users to download your app and get free samples of your product.
Alternately, you can also ask them to fill a form to share their contact details and offer e-books, cheat sheets, short online courses, reports, white papers in exchange. Because these contests are engaging, people are more likely to participate.
3) Harness the Power of Videos
Videos can be a powerful way of captivating the attention of your audience. Video ads can be judiciously used to attract your users and make them buy, or at least consider, your product/service.
According to a study by Adobe, users that watch demo videos are 1.8 times more likely to buy a product/service than non-viewers.
You can harness the power of videos in many ways: you can create a video to show how your product looks like, invite people to participate in an upcoming webinar or try to evoke a positive sentiment around your offerings.
What’s essential to remember is that Facebook users, on an average, watch only one-third of a video. So, it’s good to keep your ads as short and as relevant as possible.
4) Run Dynamic Facebook Ads
If you’re an e-commerce player, you can target dynamic ads to retarget your users and get better returns on your ad spend.
Dynamic ads are a powerful tool to target users in all stages of sales funnel: those who have browsed your products, those who placed products in their shopping cart but didn’t complete the transaction and those who have purchased some of your products.
You can use Facebook Pixel on your website or Facebook SDK in your mobile app to track which of your products were browsed by the user and the ad will reflect the same products. These dynamic ads can feature either multiple products in a carousel format or a single image format to display products relevant to the customer in any stage of the sales funnel.
With dynamic ads, you can promote all your products without the need to tailor every ad, reach the right user at the right time and push hesitant users into making the purchase.
5) Leverage Mobile to your Advantage
According to a study, an estimated 94% of Facebook’s advertising revenue comes from mobile. It, therefore, makes perfect sense to create an ad that’s optimized for mobile devices. And if you’re targeting millennials, you should especially focus on mobile ads.
But before you create an ad, take a look at your landing page-is it responsive to mobile devices? What if you create a mobile ad that directs the user to a page that’s hard to read unless opened on a large screen.
Also, if you are creating ads for both mobile and desktop platforms, tailor the ad to suit the platform.
6) Upsell and Cross-sell wherever possible
According to a study, 32% of the customers buy again from a company within their first year of being a customer. So, while you may not find it worthwhile pitching to the existing customers, the best sales opportunities often come from these individuals. Running paid campaigns for cross-selling and upselling can increase the lifetime value of a customer and create a loyal clientele for your business.
One effective upselling tactic is to target users based upon their past purchases. For example, if someone purchased a sofa from your online store, you can follow up with an offer on a lamp or table that goes with the sofa.
You can even incentivize these customers with personalized offers such as discounts or gifts so as to push them into making the purchase.
7) Harness the Potential of Content Marketing
While you can entice the existing customers through upselling or cross-selling, cold leads shouldn’t be targeted using ads alone. Using the right combination of content marketing and Facebook ads, you can turn cold leads into qualified prospects.
So, instead of offering your cold leads a sales offer right away, you can go slow and nurture these leads through content marketing i.e. by sharing valuable content with them from time to time.
For instance, if you are an online retailer who deals in apparel, you can publish articles related to fashion and lifestyle on your Facebook page which you think your target audience will find compelling and informative.
Once certain users have read a couple of these articles and even downloaded one or more of your e-books, you can treat them as warm leads and target them with more sales-oriented ads.
Can you think of any other way of boosting your lead generation on Facebook? If yes, scribble your thoughts in the comment section below.
Author’s Bio: Sumeet Anand is a PR as well as Digital Marketing Strategist associated with UnboundB2B, who specializes in Email Marketing, Social Media Marketing, and Content Marketing.