If youre like most people, you have limited time and you dont want to spend a ton of time figuring out Facebook advertising or setting up Facebook campaigns that may or may not work. You need revenue and sales now!
In this Lecture, I will introduce you to one of my all-time favorite strategies--the lead generation strategy.
This is also a great chance to get to know each other. Let's get started.
You may be asking yourself why you should even listen to me. And thats a great question to ask yourself. You shouldnt take advice from some guy who really doesnt know what hes doing.
When I started with Facebook Ads, there was a lot more clutter than plan. Facebook ads were relatively new and the Facebook ecosystem was changing at a rapid pace. Although Facebook makes frequent changes to the ads system, there most Facebook marketers have settled into systems that work. I developed my system by learning from some of the best in the industry and applying it to my own businesses.
Now, what you are watching and learning is a summary of what works, and a strategy you can immediately implement and see results. Ive left out what doesnt work, which is worth tens of thousands of dollars in saved marketing dollars to you!
It's important that you get some serious, immediate impact for you, your business, and your bottom line. You need early success, and you need to encourage the majority of your energy on activities that are going to drive revenue. Focus on profit producing activities that bring in sales.
I've tested a ton of methods to make sales from events to sponsorships to Google ads, Twitter ads, blogging, video marketing, Facebook advertising, print marketing, TV marketingyou name it! Absolutely nothing has created better return in most markets and industries than Facebook advertising when done right.
Even though Facebook ads can be extremely effective and cost effective, there are many strategies and tactics that are taught on Facebook ads that don't work. And, chances are that you've tried running ads on Facebook that haven't produced the results you wanted.
The good news is that there are strategies that work on Facebook. One of my all-time favorite strategies is the lead generation strategy. What I mean by lead generation is building your email list.
People are not on Facebook to shop. They are not searching for solutions to problems (thats what Google is for). They are on Facebook to keep up with family and friends and post about things they care about. People also look for interesting articles and videos and will, occasionally, click on ads for products and services that interest them.
I use Facebook for three purposes: 1) to build an audience and social proof, 2) to convert the audience into leads, and 3) to convert leads into customers.
If you havent worked with this system before, its hard to see that it works. I can tell you my story and how it transformed my business, but you may still be skeptical, or you may at least wonder if it will work for you.
Marketing doesnt work for a lot of people because they lack strategy, execution, great copy, or great images. They may have a terrible product or a terrible offer. They may be running the wrong offer on the wrong media, or their audience may not be engaged on that type of media. There are a ton of variables that exist in marketing. If it was easy, everyone would do it and see results.
But, when you combine a great strategy with great execution (along with great products and offers of course), you will see results.
I want you to get the most out of this book and get results from Facebook ads. Otherwise, theres really no point in taking it!
It's important that you commit to this course and take action.
The key to your success will be in creating marketing funnels, and tracking the success of your marketing funnels from offer to purchase.
If you are looking to launch a Facebook campaign quickly that is effective, heres an overview of the steps in the Facebook lead generation strategy. Its divided in two parts: 1) Pre-Facebook setup and 2) Facebook setup.
Part 1: Pre-Facebook Setup
Step 1. Define your target audience.
Step 2. Determine what you are ultimately selling.
Step 3. Develop a lead magnet.
Step 4. Set up your email platform.
Step 5. Build your landing page.
Part 2: Facebook Setup
Step 6. Set up your Facebook page.
Step 7. Set up your Facebook ad account.
Step 8. Set up your conversion tracking pixels.
Step 9. Build your Facebook ad campaigns.
Step 10: Test your marketing funnel.
Step 11: Measure your results.
Step 12: Engage your list.
Lets start with the end in mind, the end customer that is. Who are you trying to reach, and why? Who is your ideal customer and client? What are their problems? What solutions are they looking for to solve their problems?
In order to craft great products and great lead magnet offers, you need to understand who you are trying to reach, and you need to define this target in detail.
What makes Facebook so powerful is the ability to define your audience. You can narrowly target exactly who you want to work with and who will most benefit from your product or service.
You need to know what you are selling at the end of the funnel. Your entire funnel is based on what you are selling.
No matter what you are selling, your funnel has to be compelling throughout and ultimately convert into sales.
In order to collect email addresses, you want to create a lead magnet. A lead magnet is something of value that you exchange in return for something like an email address, to attract your ideal target marketing. Generally, a lead magnet is something that offers a solution to a problem.
I want to take a second to talk about the difference between direct and indirect offers. This is important to know and understand as you setup your offers. lead magnets, and ads.
Since we are focusing on driving email leads using Facebook, you need an email marketing platform to operate as your mission control!
The only goal you have for your landing page is to collect an email address by offering to the visitor your lead magnet.
This sounds tough, right? Well, I have great news for you!
You don't have to be a programmer to build out your landing page. You don't have to spend a ton of money or time building a landing page.
Building a landing page isn't as difficult as you might think. Don't get caught spending thousands of dollars to have a web developer develop landing pages when simple tools allow you to do this yourself quickly, efficiently, and effectively to get results.
In this lecture, I will go through how to build your page in LeadPages.
A thank you page doesn't sound too important, but it's critical. This helps you track your conversion and potentially deliver your lead magnet. Again, this doesn't have to be difficult, and there are great tools out there that allow you to quickly develop thank you pages. In this lecture, I will go through how to properly set up a thank you page.
In this lecture, I will go through how to set up a landing page in detail using LeadPages.
Setting up your Facebook business page is not difficult at all, and only takes a matter of minutes.
In this lecture I will go through in detail how to build a page like ad as the foundation of your Facebook ad campaigns.
As you can already see, there are a ton of variables that go into Facebook advertising. You have to develop a great offer, lead magnet, landing page, and ad. It all works together.
With your ad, you have images, copy, and headlines to deal with. It's important that you get your creative right so that your ad will convert! You will want to experiment with different headlines, images, and calls to action to determine which one delivers the best results.
The goal in building your ad is to make it very personal. Remember, people are on Facebook to interact and find things that interest them. So, focus on making your images, copy, and headlines very personal and engaging. Making the ad personal increases your click through rates and ultimately your conversions.
If you are just starting out in whatever business you are in, I actually recommend skipping building a website and just building a Facebook business page and landing pages to start. It's quick and easy.
Once your business page is setup and published, you will want to setup your Facebook ad account, which is straight forward.
In this lecture, I will take you through a quick overview on how to set up an ad account in Facebook.
Facebook's conversion pixels are one of the secrets to creating successful campaigns. It can help take an ad campaign from a failure to working, which means turning your audiences from likes into leads into sales into profit.
Conversion pixels are critical as they allow you to track the success of your campaign. Do not proceed without setting up conversion pixels!
Once your ad account is set up and you have your conversion pixel built, you are ready to start your first ad campaign!
The first step in building your email list is bringing in new, highly-targeted potential clients as fans on your page. This is the first step toward building trust with people. People who like your page took an affirmative step by liking your page, which means they think you have something that could be of benefit to them. This allows you to serve up articles, videos, and other valuable information in their news feed through your posts.
In the conversion campaign, you are simply focusing on an ad for your lead magnet in order to drive traffic to a landing page and convert them to an email. As you build page likes through your promotion campaign, you will drive more traffic and more opt ins.
Second, you should run conversion campaigns to people who like your page.
In the conversion campaign, you are simply focusing on an ad for your lead magnet in order to drive traffic to a landing page and convert them to an email. As you build page likes through your promotion campaign, you will drive more traffic and more opt ins.
Once you've fully built out your funnel, I recommend that you go through it a couple of times and ask a couple of others to go through it with you as well.
This will allow you to correct any issues that you may find in your funnel from errors in copy and grammar to broken links. When you build out a landing page that delivers a lead magnet, you want to make sure that everything flows seamlessly. You want to make sure that all of the right switches are flipped.
I recently downloaded a lead magnet from a fairly well recognized marketing expert. Unfortunately, he didn't have everything setup to deliver the lead magnet properly. It wasn't a huge deal because he corrected it, but only after several negative comments and a little embarrassment. It's definitely not the end of the world, and for him it's easily corrected. But if you're just starting out and haven't built the goodwill of your audience, my recommendation is to make sure that everything works correctly. You owe it to yourself and to your audience.
Make sure to test your funnel on both mobile and desktop to see how everything looks and flows on each. Today, roughly 60% to 70% of your clicks will come from mobile or tablets. If your site is not optimized for phones and tablets, you will miss out on conversions. Once somebody has clicked off of your site and moved on, they may or may not be served that ad again. You should always assume that you have one chance to capture that lead.
This information is critical to determine whether or not you are making money from your campaign. It also gives you the data you need to optimize. For example, if you have a high click rate but low conversion rate, there may be an issue with your landing page or LeadMagnet. If you have a high conversion rate, but low conversion on your offer, there is likely some issue with your offer or some discrepancy or inconsistency between your LeadMagnet and offer.
Once you start getting people opting in to your list, you need to engage them through email and become a great email marketer.
The topic of email marketing is broad. I was trying to keep the focus of this course on building your list, so a full rundown of email marketing is out of the scope.
But here, are a couple of tips on email marketing to get you going.
Now, it's up to you to implement this system in your own business.
I've done the best I possibly can to outline a system that works. The system is simple, and in no way is it a comprehensive Facebook marketing plan. This is a system that is designed to get you immediate results by focusing on one thing: converting traffic to email addresses and convert email addresses to purchasers of your products and services.
As you build your Facebook presence, your email list, and your business, you will want to begin implementing other Facebook strategies and tactics. You can use Facebook to retarget website visitors, directly promote products and services, promote blog posts and guest posts, and more. Really, there are endless options you have with Facebook marketing.
You will begin seeing information about Facebook. You will be tempted to dive into additional strategies quickly. As you get noticed, you will be lured by marketing firms, advertising agencies, and web development firms that promise you better results and better conversions. You will be tempted to say yes.
I've worked with business who used this method, got results, and then got distracted by shiny objects and promises of bigger and better. Then after months or years of frustration, they were right were right back where they started.
I can't promise you that you will get the same results I've had from this system, but I can promise you that focusing on implementing this system will help you grow your email list and create a sustainable business that lasts for years to come.
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