06 Nov 13 proven strategies to generate leads from Facebook
This is a very detailed post with lots of ideas (you won’t remember them all)
Download a one page summary of all the strategies by CLICKING HERE
This post is not about tricks that used to work in 2011, or how to increase the number of ‘likes’.
I’m interested in one thing only – how you generate either sales, or leads from Facebook.
The internet is rife with unqualified advice on ‘3 hot tips to get more Facebook likes’ – but when you investigate, there’s little more than opinion.
So below are real case studies – from some serious digging about how you can generate sales from Facebook. You’ll find something here if you’re a pro, or are just looking for some new techniques to try.
1. How to profit with a 1/89 conversion rate
Noah Kagan from Okdork has spent over $2million on Facebook ads. So he knows a thing or two about how they work. Noah has some sage advice on advertising in his post after spending such a huge amount:
How to target who to advertise to.
Noah advocates an innovative way to find out who to target:
1. Find 10 of your best customers, and find out all of their likes on Facebook – make a list.
2. Narrow down the list of likes to the 2 that seem the most popular and relevant, amongst your customers.
3. Visit your competitors – find who like them on Facebook – and work out what they like also – make another list.
4. With your list of what your ideal customers like – and their demographic, start to select your audience – through geography, sex, interests(Noah recommends sticking with around 10k max).
5. With your advert, make it seem less like an ad – and more like a post that somebody would have posted.
From the above strategies, Noah works out he can obtain email leads for $3 an email.
For his ‘earn’ $1,000 course he only needs to convert 1 out of 89 email subscribers to make his post work.
These are good fundamentals from a guy who really built his marketing chops will set you off to a solid foundation.
2. Use Zombies to increase traffic by 700%
Commerce Sciences tried an interesting experiment that sent their conversion rate through the roof.
Starting with an ad like below, they realised their ad was, well – kind of bland:
So they changed their outlook and went for something a bit more interesting. They worked out that you have to break people out of their daze when they are looking at endless Facebook ads which all look similar. So they created a few more interesting approaches:
And the results?
Well, see for yourself:
|AD||CTR||Cost per click|
A 700% increase in traffic, whilst saving just over 7% of the cost.
The takeaway – it’s not necessarily about Zombies or shocking your audience, but to make any advert work, you have to make sure it’s going to stand out. From their own words:
‘The idea is to get people to smile, to raise their eyebrows, to simply engage. You can only deliver your message after you receive someone’s attention. Be playful and try and get any sort of emotional reaction. Do whatever works for you, don’t take yourselves too seriously’
3. If you have great content or something valuable you can giveaway – promote your free offer
Time and again, you’ll see that creating great content is a fantastic (but hard earned way) to generate leads.
Christopher Walker runs a site which runs through his blogging tactics and strategies to generate income. In a recent video blog, he outlined a simple strategy to generate website visits from Facebook.
Christopher generated 90 email leads for 21 cents each, using high quality content.
The steps are as follows:
1. Create an ad that is explicit about your product or service (note how his approach differs from Noah’s)
This then directed the user to a landing page which is clean, simple and targeted relevant to the advert:
..and the user is prompted to exchange their email address for the free module of the guide.
It’s a very simple process, and Christopher runs each user through a traditional marketing funnel after they enter their email, which converts a number into buyers.
Why this works
Christopher is providing value up-front. All the user has to do it leave their email for a full module of a course that should help them increase their income. Everything about the ad is consistent with this process – it’s only role is to turn the user into a subscriber – there are no other distractions for the user on the landing page.
Christopher also generates revenue by publicising his blog through Facebook ads:
Chris also detailed a strategy he used to generate sales from Facebook, without diverting users into a funnel:
1. Create a detailed, high-value blog post, like so:
Note, the quality of your post will be in direct correlation to the leads you collect and sales you make.
Tips for this:
1. Make sure your main product is visible and easy to buy on your blog page.
2. Make sure your users can claim something for FREE easily (and this is clearly visible)
3. Promote your blog post to a well targeted community that you know will want your product or service (in this example, Triathletes were chosen as targets).
12c per engagement, $50 cost in advertising and approximately $500 in sales in 24 hours (and extra subscribers for the future.
4. How to sell 80 x $2,000 tickets through Facebook
Giovanni Marsico sells $2,000 tickets to events through the Archangel Academy – and successfully leverages twitter to do this.
Through a detailed case study, Archangel go through a specific set of steps:
1. Split testing for the right image to use:
2. Grab some luck with the posts going viral:
It’s easy to sit back and say ‘let your post go viral’ – but it’s infinitely harder to achieve this.
However, The Archangel Academy managed to do this on their ads – most likely because of their altruistic vision, the fact it was an event (you’d want to go with friends, right?) and that their event was very unique.
3. Work out the optimal post ad-strategy
If someone clicks on your site from a Facebook ad, it’s unlikely they’ll click a button that says ‘buy now for $2,000’ – no matter how good your copy is. Giovanni’s strategy was as follows:
– Drive the user to the specific event website
– Pre-qualify through videos, text and sales videos (psychologically, they wanted to make the event attractive for the right people, by disqualifying others.
– Ask the user to ‘request an invitation by submitting their email.
– Follow up after an application screening process.
-Close the sale, where appropriate
The result of having s systemised process with a highly targeted, relevant ad and follow up process- $160k in sales
5. How to generate a 2,691% ROI on Facebook Advertising
Matthew Woodward generated some impressive returns through his advertising campaigns… here’s how he does it:
1. Ensures he has a way to engage people if he gets their email before he starts the campaign
Matthew has an auto-responder that provides a lot of initial value, then he re-engages at least weekly with every single subscriber.
2. Create something of value that can be given away for free
You’ll notice this is a theme for a lot of successful marketers. It doesn’t matter what industry you are in – there is always something you can give potential customers for free – whether, a report, a video, an ebook, a presentation or a discount/coupon code.
3. Create a simple landing page:
This was naturally, chosen after split testing a few different examples, and had an impressive 38% conversion rate.
Matthew then went on to split test his adverts, eventually landing on the image on the right:
As the optimal ad copy and image (note, this was after a few rounds of split testing)
The result – a very high net return on investment
Matthew spent $599.91 on his campaign, generating a total return of $17,204.46 *
*It’s important to note that Matthew calculates his Return on Investment from a calculated value on he places on each subscriber (by working out his average sales per month from email subscribers)
If you are advertising on Facebook, maximise as much value as possible from your leads – collect their email and continue to nurture and market for as long as possible afterwards – it does pay dividends.
6. Use Facebook to reactive old leads for a 38% increase in sales
Tru-signal worked on a campaign for a college using Facebook to re-activate un-converted enquiries to renew leads.
Knowing that someone has already made an enquiry into your business gives you a great opportunity to reconnect with lost opportunities and hopefully convert them, via Facebook.
The methodology for this campaign was as follows:
1. Filter the unconverted leads list (try to locate missing email addresses and match against a database to verify).
2. Upload to Facebook as a ‘custom list’ to target adverts to.
3. Split test and optimise the ads (they tested over 200 different adverts before settling on the optimal ads).
4. Rotate the optimal ads, to avoid burnout.
A 32% lift in enquiries from the campaign, with a 38% lift in enrolments.
Testing Facebook ads can have a significant increase in sales
7. Give something away to convert 30% of visitors to leads
Squaw Vally ran a Facebook contest to coincide with the Winter Olympics to maximise their exposure and increase their list of leads.
The campaign converted visitors at a high 30%.
Some analysis of why this worked well.:
1. The incentive was a set of skis every day during the Olympics
a. Relevant to current affairs.
b. A product that was relevant to their target market (i.e. skis are a fairly specific prize – and you’d hope to target those who already have an interest in skiing, and would like to use their skis somewhere).
2. They used urgency to drive entries
3. They used ‘viral’ tools to encourage entries
Note- as of April 2014, Facebook announced they would reduce the prominence of posts that directly encourage people to like or share content
8. Use a contest to convert 250 fan ‘likes’ into email leads
The value of a Facebook ‘like’ has plummeted in recent years. When you could once rely in 80% + of those who liked your page to see your content – as of today, you might be looking at 8-10% of those who like you, seeing your posts. So how do you combat against this:
Digital Marketer had an innovative solution:
They had a large number of ‘likes’ but not all of them on their database.
So they created a contest that offered a chance to win a mere $25 gift voucher for amazon (relevant to their target’s interest in books.
The result: 250 extra email leads in 24 hours – at just 10c per lead.
Contests have proven across most media they are an efficient way to generate leads – and the above is no exception. Just make sure your prize is relevant to your target audience and you have a way to follow-up with them.
Note- as above, – in April 2014, Facebook announced they would reduce the prominence of posts that directly encourage people to like or share content
9. Be generous and generate $3,000 of leads as a nice side-effect
Four Seasons plumbing of Asheville, NC found some very positive side-effects from their generous Facebook Campaign.
The setup was very simple:
The setup was they would donate $1 to a local animal shelter for every new like they received during March.
They spent $120 to boost the post for the whole of March, ended up donating $1,500 to the charity – and as a side-effect of the campaign, generated $3,000 in sales direct from Facebook. The incidental feedback was that many who liked the post and commented said they would use and refer Four Seasons in the future.
This is a great case study, but it works well because of the nature of the service is one that most people will need at some point in their life – therefore a wide reaching campaign which is indirectly targeting dog-lovers has positive returns.
Could this work for you?
10. Test everything – including ad placement for a $10 reduction in cost per lead
You’ll notice that in nearly every case here, I’ve pointed out how they test their campaigns.
Understanding that the ad-copy and the image can have a large impact on users is fairly obvious – however TaeWoo Kim found that even where the ad was placed (top right or in the main feed) had an impact on the conversion rate:
The analysis from TaeWoo’s campaign shows that whilst he generated the most leads from mobile sources, this cost more than $10 more per lead than those on the right hand side of the Facebook page.
The summary: Test EVERYTHING
11. Get THANKED For your marketing effort (and drive 3 million visitors a month to your site)
The Cleveland Clinic focus heavily on content marketing. One of their most prominent sources of leads is Facebook posts (without advertising).
Cumulative leads to the Cleveland Clinic have increased from 250,000 per month, to over 3 million per month as a result of their content marketing, and they attribute a lot of this to their Facebook activity. If you create relevant, interesting information – your audience will thank you for it.
Cleveland consistently create new content, posting to Facebook 7 days a week, multiple times per day (old and new content).
They focus on content that isn’t about their service specifically, but more on helping their target users.
So for example, the infographic below receives between 50 and 90 percent engagement on Facebook every time its’ posted – with 2 million hits to their site to see this infographic alone
Their consistent, helpful strategy on Facebook means their minimum engagement is 10% on a post (which is often a high level of engagement for most Facebook advertisers)
Facebook accounts for 60% of their traffic.
Make sure you aren’t only promoting your product, add value to user and you’ll see your leads and engagement increase.
12. Take the advice from the 20 year old who makes his living sending traffic to his online shop from Facebook
Koby Conrad isn’t impressed with people who talk about how much harder generating business from Facebook has got in the last 18 months – he thrives on the fact people are poor at advertising.
Koby generates the majority of his income from Facebook marketing – and reaches in excess of 90k with his posts:
1. Engage with people properly – don’t just state you have a sale – engage with people and strike up conversations.
2. Network and cross share with those in the same ‘niche’ as you.
3. Post more often – Koby recommends every 3 hours, 24 hours a day, 7 days a week – and make the content interesting (he complains about other businesses that post once a week, and the only thing they post is an advert)
4. Post as ‘admin’ on your updates – increasing the amount of places people can click to engage on your post – thereby increasing your perceived engagement by Facebook (and boosting your post popularity).
13. Advertise to just one person to get an authoity’s attention
This is a bit off-the wall, and not quite a case study – but it’s a hack so smart I just had to include it.
Here’s what you do, according to the guys at TweetFavy
1. Find out the email address of the person you want to target (there are many ways to do this, which I’ll cover in a later post)
2. Create a custom audience on Facebook as follows :
First, you have to create 20 targets minimum, but as we don’t want to do that – you should do as follows:
- Paste in the email of your target.
- If the target is male – enter another 19 email addresses of females (they must be real, valid emails)
- If the target is female, enter 19 valid male email addresses
3. When you select who to target, select only the gender of your target (giving you a target audience of 1!)
4. Create your advert, for that lone ranger!
5. Tweak and improve until you get the response you are looking for.
To maximise your chance of using these strategies successfully,
download a one page summary of all the strategies by CLICKING HERE
The above studies show you can generate leads from Facebook – using different strategies follow the tips below to maximise your results
- Always TEST everything – copy, placement, images
- Always continually follow up
- If you have great content and a good offer – promote your content
- Try contests to collect emails
- Regularly post and keep your Facebook page friendly
- Make your content compelling
- Continually post and repost you best pieces of content
- Try a charity giveaway
- Work with custom audiences
- Make your images interesting for a significant improvement in conversion
- Have a process to nurture leads once you have an email address
- Work out the value of each lead so you can track results from your advertising.
- Use a hack to target just one person
If you’re interested in learning about how to generate more leads for your business, enter your email on the signup box at the top, or bottom right hand of this page.