5 tips to dramatically improving lead conversions from facebook (specifically from facebook ads)
betterlp.com http://betterlp.com/5-tips-to-dramatically-improving-lead-conversions-from-facebook-specifically-from- facebook-ads/5 Tips to dramatically improving lead conversions fromFacebook (Specifically from Facebook Ads)
The previous post was focused on 6 things to have in place for optimal eCommerce conversions -This postwill focus not a specific kind of lead gen – one of the warmest, best converting & most desirable leads – alead from FacebookThe goal of any lead generation landing page is one of 2 things. 1. Have the visitor fill-out the form to capture an email 2. Have the visitor “Pick up the phone.” or engage with your product/service or those who represent & support it.Both funnels have the end the goal of starting a relationship or more specifically to kick off a close loopmarketing process to get a new customer/member/client.In a previous post I told you how to get few Google Voice numbers to test the effectiveness of calling vs.forms (It’s in the green box A/B Testing Tip), those tactics can also be used in this post on Lead generationfrom Facebook.So we know the goal of a lead gen landing page – (hit submit and see the thank you page) and we allhopefully know the most common ways traffic lands on your lead gen landing page. Google PPC ad, abanner ad, an affiliate site, a Retweet, LinkedIn Share, White paper, DIGG etc etc - BUT let’s focus on the BEST way to get a lead from Facebook Ads – A Facebook Fan, Business or Event Page.What you are about to read may seem so simple, but look around on Facebook at how many sites, andbrands and companies are missing this opportunity – then ask yourself, “why am I not already doing this?”Then take the steps to make your site or the sites of your clients instantly better taking advantage of thesetactics.A Facebook “Like” is not only WARMER and more valuable than a normal web lead – It’s can be WAY MOREtargeted. A user liking your Facebook page is telling you everything piece of information that a web formcould have AND MORE! This information about your tribe of “Likes” is telling you what to use for messagingand when to use it. And the amazing news is that not only is WARMER and more valuable than a normal weblead, and more targeted, it’s easier to get a LIKE than a Web Form submission.Many site/brands/companies, run a Facebook ad campaign, or single ad andthen have the LINK go directly to their site or product page website. This is
horrible.It takes the user OUT of Facebook, away from the experience they were just in, away from where the visitorknows the rules, knows what to expect and frankly are quite comfortable. Linking to another website takesthem out of this comfort zone and you are instantly faced with lowering that guard. So now you have to tryand lower the guard, and still get your message across and THEN get them to fill out the form. Instead abetter tactic is to link that Facebook ad to a Facebook Fan page, or businesses page or event page – thisway the visitor is comfortable they know the rules and there are no surprises. Sounds obvious? Are youdoing it? If so GREAT! Are you then offering something valuable to the visitor on your Facebook page?NOW take it a step further and instead of just pathetically asking for the visitorto like you (who needs more noise) – do thisOffer the visitor something instantly valuable or cool. Don’t let this turn into a road block – if you have abusiness or a product, you have had to decide what makes your business a better choice than yourcompetition. Make this an MP3, a presentation, a Whitepaper, but make it valuable. Don’t just copy andpaste a checklist from another site and offer that as your incentive, the community you are trying to capturewill pick up on that and actually be the community that uses social to bring you down instead of helping you)Examples might include A calculator for whatever industry you are in, An interactive map or module for customizing a product or experience A Info Kit in the form of a PDF/white-paper An MP3 A presentation Or even BETTER bundle these all up and show them all the cool stuff they get for Liking your page.Once you have that like be sure to use the same follow up rules and “thank you” courtesy routines that youuse on an an optimized auto-responder email campaign then stay in touch, start getting that new relationshipwarm, don’t just get the like and “disappear”. You will find yourself unliked as fast as you were likedGet these 3 things in place and get your Facebook LIKES up and yourFacebook Conversions right behind them 1. Point Facebook Ad to A Fan/Business/Event Page 2. Offer Valuable Incentive to “LIKE” the page 3. Once you are “LIKED” make the incentive easy to access or download and the invite the visitor to “Take the next step(s)”TIP #1 - Run relevant messages – post on your wall topics that make you seem like an authority figure inyour space. Be sure to constantly monitor who is saying what about your competition on Facebook and othersocial websites, use this to add credibility to your posts without name bashing, just share information.Schedule 1 to 2 Facebook posts a day. These are either related to your business or your space in general.A few times a week schedule random quotes of wisdom as they tend to go viral on Facebook.TIP #2 - If you have 3 products (For example – Men’s, Women’s, Children) – consider making a Facebookfan page for EACH product then your messaging and promotions an followups will write themselves makingthe Lifetime Value (LTV) of each Customer a piece of cake to visualize, track and even adjustTIP #3 - setup FB to automatically tweet to your twitter account, very easy to do. Then schedule at least 3tweets to go out each day: 1. 1 link to an article related to the industry I you in. 2. 1 quote related to audience or business content you are trying to build up. 3. And 1 tweet about something random/funny.
TIP #4 - On the thank you page – encourage the new visitor to “take the next step” – here you can offer theSAME for you would have had on a website – BUT you have it on the page that they have already LIKED andyou are showing them what to do next.TIP #4.5 - Consider starting a Live Chat with the new “LIKE” – I recommend http://www.snapengage.com.They are the most flexible, easiest to integrate AND They have a built in Facebook Module – get the 15 DayTrial and see for yourself.EditAbout the authorConversion Optimization Expert and Landing Page Guru - Clients include Carbonite, Cabelas,Golfsmith, Fleshlight, Freescale, AppliedMicro, Texas Monthly.