In this short guide we’re going to cover the main things you need to do when using Facebook Ads to promote and sell anything.
Here are the milestones along the route that we’ll cover in this guide:
- Create your Lead Magnet
- Create your Landing Page
- Send Traffic towards your Landing Page
- Nurture Leads and Convert
Let’s hit the road now:
1. Create your Lead Magnet
A Lead Magnet, or what some call an “ethical bribe”, is anything that’ll compel your customers to trade their email address for. It’s permission to start a relationship, build trust and prove that you know what you’re talking about.
The most common example for a Lead Magent is an ebook or pdf they can download. These can be a couple of pages long to a full-length book, so they may take some effort to create.
A template or checklist in Word can also be used as a Lead Magnet. Other examples would be a downloadable tool, a free trial of your product or service, a webinar, or a series of free training videos.
The Lead Magnet should be a solution to a problem they’re experiencing now with immediate action steps for them to get results and should also have a high perceived value. The best form of proof is showing your customers that your information actually works. For you, it helps them move down your marketing funnel towards becoming actual clients of yours. You have to be very specific here and address a very specific problem of a very specific target market to be successful with your Lead Magnet.
2. Create Your Landing Page
Once your Lead Magnet is sorted out, you need to create your Landing Page. This is where your prospects will go to when they click on your ad. It is also where they will enter their email address to get the Lead Magnet.
A Landing Page is like a web page that has no menus and no distractions to the visitor. They only have two actions to take: enter their details and download the Lead Magnet. We’re getting them to take the first action and move further down our marketing funnel and closer to becoming a client.
The amount of detail we collect from the visitors depends on the perceived value of the Lead Magnet. Remember that the less we ask for (email address is the minimum) the better chance we have of a conversion. Think about when you come across a form with 10 fields; would you fill it out or click the Back button?
There are a few tools to create Landing Pages that are very user friendly, such as LeadPages, Unbounce, Instapage, ClickFunnels and OptimizePress. Which one you use will depend on your budget and technical skills. I personally recommend ClickFunnels.
3. Send Traffic towards your Landing Page
Now all we need is traffic (no pun intended) to your landing page. And this is where our Facebook Ads come into play.
The Ads (notice this is plural, so we can test different ads and optimise based on results) need to tell your target market that they can solve their problem downloading your Lead Magnet. Always talk about benefits, never about features. Remember it’s all about them, not you.
As discussed in my article “3 Things You Must Know Before Starting Your Facebook Ads”, you should target your perfect buyer in your ads. Facebook helps here with many targeting options. Just make sure your Lead Magnet is absolutely relevant to your target market so it fits like a glove.
We covered this in my post mentioned above but in summary, we want to keep talking to those people who came to our Landing Page but did not download our Lead Magnet. To do this, we use Retargeting, which will follow them around Facebook with ads reminding them to download our Lead Magnet and the benefits of doing so.
If they do download the book, we follow them with new offers and education to continue the relationship with them.
5. Nurture Leads and Convert
Once you’ve started the relationship with your prospects, by downloading your Lead Magnet, their level of trust in you is now higher. It’s time now to push them to the next level of the marketing funnel by either offering them a low end product or asking them to fill out an application or getting them to schedule a call. We do this by using email and Facebook Messenger.
To follow the email path, we build a relationship by giving them valuable infotainment, meaning we send them entertainment education that gets them to know us and trust us more, but more importantly, gets them excited to read our emails.
Finally, you remind them of the service that you provide and tell them what step to take next.
You’ve arrived at your destination! You now have converted your lead into a client using a repetitive process that can be automated.
If you want help to go down this road, hire me and I can do all the work for you.
Click here and schedule a 15-minute chat with me to get your Facebook Ads running fast.