There are a lot of misconceptions concerning my thoughts on social media. Let me make it clear that while I think the world would be a better, far more productive, and in some cases safer place without people checking their phones, Facebook, twitter feeds, email, tablets etc…every 6 seconds; in large I view advertising on Facebook as just another type of media, just like, email, direct mail, banner ads etc…
And right now, because of the tools that they make readily available it’s a type of media that you’ll ignore at your own peril. Chances are if you’re not using it to find, engage, and monetize, monetize being the operative word, your customers, clients or patients then your competitors are.
Below I’ve included 5 Rules for Attracting Your ideal Leads through Facebook as told by a true Facebook Monetization expert, and the co-author of my upcoming “No B.S” book, Kim Walsh-Phillips.
5 Rules for Attracting Your ideal Leads through Facebook – Kim Walsh-Phillips
There’s a lot of bad, incomplete and incorrect information floating around out there about how to use Facebook to attract your ideal customers, clients and patients. Many “experts” preach that you should get as many Facebook “likes” and followers as possible for the sake of building “awareness.”
To paraphrase Dan Kennedy:
“You can’t make your mortgage payment with ‘likes’, pay your employees with ‘likes’ or take ‘likes’ to the bank”
That said, I do have clients successfully extracting dollars from social media by implementing the following principles for squeezing trackable ROI from Facebook by following these 5 immutable rules:
Rule #1: Treat Facebook Like A Cocktail Party, Not A Shopping Mall
Many marketers make the mistake of direct selling on Facebook. It’s a good place to announce special events, offer specials and get people to sign up for your email list.
But if you constantly post, “Come Buy My_________ (fill in the blank)” you’re making a big mistake. Your goal on Facebook is to build relationships and motivate people to come visit your company website or physical store.
Remember, Facebook isn’t a shopping mall. It’s a cocktail of people hanging out and being entertained. They want to spread the latest cat memes, find out where their friends went for vacation, and chat with their high school buddies.
Rule #2: Have An Attractive Lead Magnet To Get Prospects To Leave The Cocktail Party
So, how do you get people your website? You need an attractive lead magnet—just like you would if you were trying to attract leads outside of social media.
Yes, that’s right, it IS possible to apply “old school” direct response tactics to Facebook. Yet, most companies have a vague slogan on their Facebook pages with no call to action.
You need to aggressively siphon Facebook leads onto your list so you can market to them. Some ideas for lead magnets include a coupon, a checklist, a roadmap, or any other valuable resource your prospects would pay for it if weren’t free.
Rule #3: Make Sure You’re Targeting Your Ideal Customer, Client Or Patient With Your Lead Generation Magnet
It’s one thing to capture leads on Facebook. But it’s another thing to attract “dud” leads that won’t buy from you. Filtering through these tire-kickers and “looky-loos” can be akin to getting a root canal if you’re not targeting your ideal prospect.
The key is to be laser-focused with your lead magnet so you can attract your ideal customers, clients or patients. This involves having the right title for your lead magnet, and the compelling copy to motivate prospects to opt-in.
For example, if you’re a search engine optimization expert and you want to target information marketers who are making at least 6 figures in their business, the title of your lead magnet could say something like:
“A 5-Step Search Engine Optimization System For Advanced 6-Figure Info-Marketers”
See how that title attracts your ideal prospect? To hone this further, you would insert “disqualifiers” in the copy that would repel people you don’t want to work with…if you choose.
Rule #4: Always Test You Facebook Images With Your Ads
Facebook lets you A/B split-test your ads. Actually you test ad A against B, C, D, E and F. And images are the first things you should be testing with your Facebook ads because they are what catch the eyes of users.
One way you can test Facebook images is to test different colors. Facebook’s color scheme is blue and white, so you’ll want to test colors that clash with Facebook’s color layout, including bright orange and red.
The other thing you should test is your value proposition in your image. The word “FREE” will always catch the eye of a Facebook user.
Lastly, you’ll want to test your headline, subhead, and offer text.
A quick tip: you don’t want to test small “tweaks” like a different word in the headline or a different color in the image. You want to test major variables, including different value propositions, different images and alternative headlines. That’s where you’re going to see your conversions gradually soar.
Rule #5: Make Sure Your Facebook Ads Are Targeted
Often times, Facebook advertisers create ads that target an entire country. This will get you a lot of clicks but will waste a lot of money for the most part.
Facebook provides a whole host of targeting options—including interests, behaviors, education, and connections. If you are not using Facebook’s targeting options, then you’re flushing money down the drain.
Facebook even allows you to create a Custom Audience by exporting your prospect or customer email list to Facebook. It will then match the email addresses with current Facebook user so you can serve ads to only those people.
Facebook is a very powerful advertising medium when used right. If you get it wrong or violate any of these rules, I guarantee your experience with Facebook will be an expensive, frustrating experience.