Paid Lead Generation Campaigns
Hi, my name is Alex Copeland and I work with Richard Fairbairn and the online success model team. And this is our course on Facebook marketing ‘Paid Lead generation campaigns.’
Did you know that with Facebook you can collect email? That’s right and you can actually collect leads from within Facebook. It’s actually pretty straight forward, you just create campaigns with the ‘Lead Collection Button.’ It could be something like find out more, sign up or some other language on it, but whatever it is if you’re running this type of campaign it must be highly targeted. It’s really important that your targeting is spot on.
Put this type of Facebook marketing at this point in the list of the marketing methods because this takes quite a bit of work. You should be quite familiar with Facebook before you even try this. You need to know your way around Facebook Ads system before you engage in paid lead generation because it can get quite expensive. If it doesn’t get many clicks or super finally targeted then you don’t really have that many people to work with and this drive up your cost per lead. And you have to know how to optimize your Ad campaigns on Facebook for this to make any sense at all. You can actually optimize on three different levels.
LEVEL 1: YOU CAN TWEAK THE FREEBIE THAT YOU’RE GIVING AWAY
By freebie I mean the free stuff that you’re giving away so that people are motivated enough to enter their email address into your capture form. Maybe you are giving away free membership access or perhaps you’re giving away a PDF or a book or graphics and possibly even giving away software. Whatever the case may be you’re giving out freebies and you need to optimize these.
What I mean by this is the freebie that you give must motivate the most people in your target audience to sign up to your mailing list, but this isn’t as easy as it sounds. You can’t assume just because you think your book is awesome that it automatically means people will agree with you. It doesn’t work that way unfortunately. You may have to switch from one freebie into the other until you get higher enough sign up that you think the freebie you’ve got is the right one.
Thankfully this is fairly easy to do with Facebook. All you basically do is run different Ads to offer different freebies and see which ones convert the best.
LEVEL 2: FOCUSES ON OPTIMIZING YOUR AD COPY
As I’ve mentioned before lead generation campaigns on Facebook can and do get very expensive. It can seem like you’re doing all this for just a handful of emails and that’s why it’s really important to make sure that you run a fully optimize campaign to get the most results. But how do you do this?
Well, you need to optimize your Ad copy on an elemental level. It’s quite intensive the amount of optimizing that you have to do, you can’t just do things on a basic surface level it’s just not going to work.
LEVEL 3: OPTIMIZING BASED ON CONVERSIONS
When people click on your learn more or sign up button and they’re shown you a form. Now, you have to keep tweaking that form until it’s got the best conversion rates possible so you’re converting as much of the traffic into list members as possible. Now, this takes quite a bit of time and attention to detail but it’s worth it.
Again, you have to run these experiments while minimizing your costs. So, when you find something that works, optimize it to increase its level of conversion. Once you got to a way that cannot be optimized any further in terms of conversions then that’s when you scale up, that’s when you pour in the dollars to reach as many people as possible to boosts your mailing list signups.