Facebook has grown into the leading platform now for digital marketers to use to grow businesses, with many marketers seeing incredible ROI. One of the reasons that using Facebook to double your business is because of the data it has – not just on you but on all those who fall into your target audience.
We now live in a data-driven world where if it moves it can be measured. Businesses are finding the old marketing methods are not returning the results they used to simply because targeting everyone demographically or geographically will always return minimum results. It’s now all about behaviour, and understanding the behaviour of your prospect.
What Facebook has allowed us to do is to dive deeper and target WHO our ideal audience is based on their behaviour. When you have a product or service to offer I can guarantee that not everyone is ideal for you. You need to consider these key areas first:
- Where does your prospect hangout? [behaviour]
- What age group/sex/occupation
- What do they enjoy reading [behaviour]
- Who do they follow [behaviour]
The list is not endless, but the more you can define your audience, the more chance of success you will have.
Rock Solid Offer
Once you have defined your audience, you then need to create a rock solid offer. Consider your product or service:
- Is it tried and tested,
- is it priced for value,
- is it guaranteed?
- How will you deliver it? Online or in person?
Hone these details down. And if your product or service is new – I’d suggest offering it for free in return for some feedback so you know you’re on the right track.
Dialled in Sales Message
Now you have your product – consider HOW you will communicate that to sell it to your prospects. Getting this part right can often take time and sometimes even though it’s your business, you may not always be the best person to write this.
Times like this it’s worth working with a professional copywriter to get your messaging right. Consider the pain that your prospects have – and how you fix that pain. People will often buy emotionally if they have a pain and you are the person with the right solution for them.
To tap into their emotion you need to first understand their problem.
A Mechanism to deliver
On average only 5% of your website traffic will ever buy from you. So a big mistake would be to direct your prospect to your website. Not because it’s not a good website (I’m sure it is), but because now you have the interest of a prospect, you want to take them straight to a page of content where a) there is no temptation to navigate around the rest of your website and b) first and foremost you want to take them to a page giving them more information directing them to consume specific content and take specific action (CTA).
Instead you need a solid mechanism to drive your audience to so that they can consume your content, for example a VSL (Video Sales Letter) or a Webinar, or a low value product.
Again, this is where a good copywriter will come into their own.
So once your prospect has consumed your content, then you need a rock solid tool that will capture every single prospect and put them into your CRM.
There are a number of different options available, and it will depend on where you are at in your business as to which tool will be best for you.
Entry level tools include Aweber, Mailchimp, Get Response, where as if you’re serious about marketing using Facebook on a regular basis for lead generation then you should seriously consider Infusionsoft, a marketing and CRM tool all in one.
Infusionsoft will capture prospects and allow you market and nurture these prospects easily within their campaign builder. Maximising your opportunity to increase sales.
Once your ad goes live, you’ll start to get leads opting into your product but they may not necessarily buy straight away. That might be for many reasons, but mostly because they’re not ready to buy just yet. That doesn’t mean they won’t be interested in the future.
By having a follow up mechanism in place it allows you to continue growing the relationship with that prospect so that ultimately when they are ready to buy, they will come back to you – all because of the value you’ve given them throughout their journey so far.
So my thoughts here are – if you haven’t yet considered using Facebook for lead generation, then now is the time to do it. It’s the best place to target your audience and get your message in front of the right people.
PS: Facebook Live – maximise it while it’s free
A few months ago Facebook launched what they call Facebook Live. It gives you the opportunity to get real time feedback on your message/product or service, and allows you to “livestream” to your audience, either on your personal page or in the groups.
It’s a really good tool and a lot of people are maximising it to grow their brand and their business. But be warned that the chances are that this Live function will not be free forever. In fact it’s suggested that it may well become a paid for service as soon as 6 months from now. So make the most of it while you can.
If you have any questions or would like to chat with me about anything I’ve mentioned here, please do get in touch. I’ll be happy to help.
PPS: Some of the links above are my affiliate links, so if you click on them I’ll get a very small commission.