Read time: 4 mins
In this week’s issue, I want to talk about how there’s one type of advertising campaign above all that will get you (and your client’s( leads consistently in your business as a Local Small Business Consultant or Digital Marketing Agency Owner…
Of course there are a couple different ad campaign objectives you can use for your business…
Such as a “conversion” ad campaign optimized for the lead event or even a “traffic” ad campaign…
But in all of my time running Facebook ads…
Nothing beats “lead form” ads.
So with that in mind…
Let’s dive in.
Why You Should Use Facebook Lead Form Ads
I’ve been using Facebook ads for over 10 years now…
And in all of my experiences, I’ve never seen an ad objective that Facebook offers work so well.
I’ve tried “conversion” ad campaigns optimized for the lead event on several different occasions…
And every single time, they’ve either not produced a single lead or their average lead cost was astronomical.
However, on the other hand, I’ve had a lot of success with the “lead form” ad objective…
I’ve gotten leads for as little as $0.23 each!
But normally I’m able to get leads for somewhere between $5-10 each.
Which in my opinion is still extremely reasonable…
And why you too should be using them for your own business and your client’s business.
Why You Should Get Leads Rather Than Immediate Sales
I think it goes pretty much without saying that you and your client’s should be building a “list”…
Email list to be more precise.
I’m sure you’ve heard the old saying, “The money is in the list.”
And of course it’s 100% true!
Which is why it’s so important to put “leads” (i.e. prospective customers/clients) onto your email list (and your customer’s too)…
Granted, not every lead is going to…
- Open any emails
Or… - Purchase a product/service from you or your customer
But the ones that do are worth their weight in gold!
Why???
Because they will likely purchase more than one time (given that there’s more than one product/service to purchase)…
And if you try to make a sale first…
Meaning, you send the person from your ad directly to your offer (product or service)…
Then you run the risk of them not immediately purchasing and losing that “lead”…
Basically wasting those precious ad dollars that you’re already having a hard time parting with.
You can always make a sale simply by emailing them after they’ve been added to your email list.
Building An Email List
Do you have to run Facebook “lead form” ad campaigns to build an email list?
The answer is no…
There are other ways to do it as well…
One such way is to build your list organically by creating and posting content to social media.
But of course it’s a lot more difficult to make sure your content is being seen by your ideal audience…
And from my experience, it’s much more inconsistent.
That’s why if you want to get more leads faster…
You want to (hopefully) get leads who are your ideal audience…
Then using paid ads is the best way to accomplish that.
More specifically, using Facebook “lead form” ad campaigns.
You’ve Got The Leads, Now What?
Email, email, and email some more…
That’s right!
You want to put those leads to good use…
And by that I mean you don’t want to put them on your email list and then wait too long to email them…
Or worse yet, never email them!
Believe it or not, it happens all the time…
Especially with people who are not accustomed to email marketing.
They are apprehensive about emailing them.
They feel it’s wrong to do so.
They’re scared that they’ll “lose” the lead (unsubscribe from their email list).
All of which is completely normal when first getting started…
However, I’m here to tell you that you need to put all of those fears aside and understand that those leads will come and go.
And that’s OK!
If you don’t email them, they’re worth absolutely nothing to you.
You won’t make a sale for your product(s) or service(s)…
And in fact, you’ll just be wasting your money on the ads themselves.
So what kind of emailing am I talking about?
Follow-up Email Sequence(s) To Make Sales
First things first…
You’ll want to get yourself an EMSP (Email Marketing Service Provider) like one of the following…
- ActiveCampaign
- Sendlane
- Get Response
- Aweber
- ConvertKit
- Keap
- Etc.
I’ve used just about all of them…
And I can say without a shadow of a doubt that ActiveCampaign is the most robust (and user friendly) in my opinion.
Whichever you choose…
Just make sure it has the ability to create email automations.
Email automations will allow you to create various follow-up email sequences for each offer (product/service) you or your client provides…
These email automations will be setup in a way to ensure that when a new lead is added to your email list…
They will automatically be sent emails that sell your product(s)/service(s).
You’ll typically want to make sure your first email automation is about whatever the lead had originally opted in for.
You wouldn’t want to put them on a list for your social posting service and then send them emails about your chatbot service.
Using Facebook Lead Form Ad Campaigns
Now that you fully understand the importance of generating leads and building an email list for your business…
Let’s talk a little bit about how to set this up…
I’m not going to go into all the intricacies of doing this in this newsletter as it would make this far too long…
Plus there are a ton of resources out there that you can use including videos on my YouTube channel.
With that being said…
Here’s a 10,000 foot overview of the steps required to make this lead generation strategy work properly.
Step 1: Create a Facebook Lead Form Ad
In this step, you will want to create a new Facebook ad campaign using the “Lead” objective, select your Facebook business page, agree to the terms, choose your target audience, set your daily budget, create your ad, setup a new lead form, and finally publish your ad.
Step 2: Get a Zapier Account & Create a Zap
In this step, you will want to create your own Zapier account if you don’t already have one. Then create a “zap” that will connect your Facebook lead form to your EMSP email list so that every time a new lead signs up through the Facebook lead form their information will be “zapped” over to your email list.
Step 3: Create Your Follow-Up Email Automation(s)
In this step, you will want to create at least one email automation with several emails written to convert leads into sales. Each email should be sent out no longer than one day apart. Ideally you’ll want to create additional email automations to make additional sales.
Now that you have a solid understanding of how Facebook lead form ad campaigns…
It’s time to get to work!
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