Facebook (and Instagram) are great for generating mass reach and awareness. But you can’t just set up an ad and hope for the best. We’ve outlined a few steps to take to ensure efficient Facebook campaigns that can help grow your database and build up your pool of qualified leads.
1. Segment Your List
You’ve got a customer list, and that customer list is likely on Facebook, too. The first step before running Facebook ads is to make use of your current database. Create a Custom Audience of current customers and use it to find a Lookalike of similar users to target. You can also upload your unsubscriber list to target users you can’t email. Both offer two efficient ways to reach people likely in the market for what you’re selling.
2. Add Facebook Pixel to Your Website
These Custom Audiences are a great first step to qualified leads. A second option is to retarget website visitors. They have obviously expressed interest, so you can retarget them with social ads as a reminder. (Like a social media abandoned cart email.) A Facebook pixel is easy to add and can help you track conversions, optimize ad delivery and customize your targeting.
3. Build Up A Content Library
With targeting and tracking in place, it’s time to tackle content and creative. Your third step before running a new batch of Facebook ads is to think through your ad funnel and user flow to create compelling offers and content to support. Remember, Facebook is full of creators and formats. A single static image is not going to cut it. You need video content that will stop the scroll and work on mobile devices and placements, including both In-Feed and Story. Get familiar with best practices and specs before you launch your Facebook Campaigns to avoid overpaying or underdelivering due to poor creative.
4. Develop a Nurturing Series
With compelling creative running on Facebook using sophisticated targeting, all that’s left is to continue your message and clear a path to conversion quickly. If you’re running Lead Ads, you’ll already have their email address and can pick up your Email Nurturing Series. If not, you’ll need to keep running ads within Facebook using the offers and incentives in your Email Series, but against your website retargeting audience.
Ready to run some Facebook ads? We can help. Or, if social media isn’t your thing, we can develop a custom co-registration advertising plan that will allow you to generate leads without landing pages, quickly and at scale. Get started with a free evaluation today.