Getting good quality leads from Facebook can be a hit and a miss. Facebook ads can work extremely well for some industries and sectors such as health/fitness, restaurants, and fashion brands. For others, especially B2B, not so much.
Not in the beginning, anyway. If you have been running Facebook ads for a while and are even generating leads from it but finding that lead quality isn't great or that they are not quite converting at a similar conversion rate to your Google Ads, this guide is for you. Below are some of the ways I was able to significantly increase the enquiry-to-signup conversion rate for a Facebook ads campaign and these techniques should work for you too; especially if you are running a B2B campaign, something that generally doesn't perform as well on Facebook. Note: While I have only referenced Facebook here, all of the principles apply to Instagram as well. 1) Review the Messaging Unlike Google Ads, where you have greater control of the quality and type of traffic coming through to your landing page by way of keywords, you don't have that option with Facebook. Instead, to keep the traffic quality high and relevant, you have 2 main methods — the interests targeting and your ad copy. Finding the right combination for targeting isn't an exact science and the only way to find what works for your campaign is to create lots of different audiences in separate ad sets so you can figure out which ones are performing the best. The ad copy is where you can prevent low quality leads from coming through by making your product or service's value proposition clear. For example, say you are promoting enterprise payroll software, and your ideal customer is a medium to large organization with a minimum of 2K employees. You can prevent leads from small business owners, single person operations and freelancers with an ad that clearly mentions something along the lines of "Suitable for companies with 2K+ employees". Include relevant qualifier text on your ads to keep Facebook lead quality high In fact, many users may not even read the ad copy so you could experiment with having an annotated version of the image with the text to make sure it isn't missed. Similarly, think about what expectations your potential customers have with an offering like yours and whether there is anything that you need to educate them about before they make an enquiry. For example, if free trials are common-place with payroll software (and, they are) and you don't offer one, it is best to say that in your messaging, implicitly or explicitly to keep lead quality high. 2) Evaluate Where Your Offer Sits Within The Marketing Funnel Depending on who you ask, marketing funnels come in all sizes and shapes. Some will say there are only 4 stages, your classic A.I.D.A model (Attention, Interest, Desire, and Action), while others conform to a more detailed plan with some additional stages thrown in. Regardless of which one you use as a framework for your marketing strategy, any marketing strategy or offer will fall into one of those typical customer life-cycles. And, the personality and disposition of the traffic quality at those various stages will vary. Expanding on our example above, users who are just starting to search for` payroll software are more likely to spend time reading a blog post on the subject (especially ones which offer buying help), or they could be registering for a webinar or downloading a whitepaper. The different stages of the marketing funnels and which techniques work best at each stage Users who are further down the funnel that may have decided to have a new large-scale payroll software implemented may engage with more sales-oriented content such as downloading a brochure while users who are nearing the bottom of the funnel, i.e.
Comments