Cold weather calls for warm leads. And with people stuck inside, on their phones, social media sites are where to start. Whether you’ve got a list of leads you need to retarget outside of the inbox or you’re in search of brand new leads, social ads offer cost-effective targeting and wide reach. Take note of these tips to warm up your leads this winter.
Optimize for Reach
When you’re looking to warm your leads, maximum reach and efficiency is key. You’re looking for scale; the largest number of people in your audience to have some sort of rememberance of you. When your email lands in their inbox or a salesperson is on the phone, they’ll think “oh yeah!” This is aided awareness and setting a Reach objective is the fastest way to get there.
Set a Max Bid
To ensure you don’t overpay, you’ll want to set a threshhold for your bid. If you’re optimizeing for Reach, this will be your maximum CPM, or the cost you pay per thousand impressions. This is especially important in more niche, Custom Audiences. (More on that in a minute.) CPMs vary by industry, but it’s better to start low and see where your Reach lands. Facebook will also offer estimates as you build your ad.
How often does someone need to see your message to recognize your name? Remember what you do? Make a purchase? The answer to these questions, coupled with the complexity of your purchase funnel and desired “warmth” of leads will determine your ideal Frequency, or number of times your ad runs. One or two times a week will keep them lukewarm; dial it up or add multiple creatives to turn up the heat.
Develop Creative Rotations
An alternative to high Frequency and repetitive ads that can end up turning away customers instead of enticing them? Mixing in a variety of creative with different messaging to ensure your brand or product stays front and center, wihout boring leads with a single piece of content repeated too frequently. Two or three creatives with low individual Frequency can combine for better brand retention.
Customize Your Audience (Maybe)
Custom Audiences are almost always a good idea…except when they are too narrow and drive your costs way up. If you are looking to retarget your existing lead pool and your database is large enough, this is a great option. If you are in a highly competitive industry or have a very small list, it may be hard to scale efficiently or you’ll find yourself outbid. And if you are looking to generate leads on Facebook? Broad interest targeting is the way to go.
If you’re looking to warm up your leads, or grow your lead generation pool, we can help you run social ads, retarget leads and much more. Get started with a free consultation today!