Facebook. No bullshit. Just the principles that generate results. And concrete instructions on how to use those principles in practice. Demystifying Facebook Lead Generation
seven gure sales Principles that are behind all successful Facebook marketing campaigns Basics of Facebook algorithm and how to use the algorithm to your advantage What can you expect to learn from this guide
essentials for the website, that make effective Facebook marketing possible 3. Lead generation in Facebook 1. Designing effective content for lead generation 2. Facebook Campaign structure and goals 3. Targeting 4. Ad design 5. Closing sales from the leads 6. Campaign optimization 7. Most common pitfalls 8. Checklist Guide Content
removed after april 2019. New metrics will replace it: quality ranking metric, engagement rate metric and conversion rate ranking. Difference between these metrics and relevance score, is that these wont affect the auction as relevance score does, they are just insights. 1. Maximizing the value advertiser gets out of advertising in Facebook 1. 1. The metrics used for estimating value for advertiser are your bid and the actual result in relation to the bid you have offered in the auction 1. 1. 1. As an example, if you bid 5€ per lead and you have unlimited budget, Facebook takes part to all auctions that it forecasts to contribute towards that goal. If the auction doesnt contribute towards that goal, it does not take part to it 2. Providing as good user experience as possible for the end user 1. Relevance score is the closest metric to model how different posts affect the user experience 2. The actual metrics that affect the relevance score are not defined, but most likely engagement and contribution to overall Facebook usage are behind relevance score
When you open your Facebook feed, Facebook takes a look about all available posts from your friends, pages you follow etc 2. And all different ads that different advertisers have targeted to an audience you belong to 2. Signals 1. Facebook considers different factors in evaluating how different posts and ads will affect your user experience. Different factors most likely contain data about your historical behaviour in Facebook, on sites that have Facebook pixel and data about how similar people as you and your friends have interacted with the post or ad 3. Predictions 1. Facebook then makes predictions on probability of certain outcomes. From user experience perspective for example, how likely you are to engage with the content. And from advertiser perspective how likely you are to click the link of the ad (if the ad is run with link click optimization) 4. Score 1. Facebook generates relevance score from the user experience related metrics, which in advertising will affect the auction and in organic posts will define which post will show 2. The score is still at its best always an educated guess!
will show higher in News Feed. For example, live videos often lead to discussion among viewers on Facebook – in fact, live videos on average get six times as many interactions as regular videos. Many creators who post videos on Facebook prompt discussion among their followers, as do posts from celebrities. In Groups, people often interact around public content. Local businesses connect with their communities by posting relevant updates and creating events. And news can help start conversations on important issues. Using 'engagement-bait' to goad people into commenting on posts is not a meaningful interaction, and we will continue to demote these posts in News Feed." Adam Mosseri, Head of News Feed at Facebook (https://www.facebook.com/business/news/news-feed-fyi-bringing-people- closer-together)
is to try to hack engagement, by using lines like: "Comment "YES" below if you want a ticket to the festival" "To help us foster more authentic engagement, teams at Facebook have reviewed and categorized hundreds of thousands of posts to inform a machine learning model that can detect different types of engagement bait. Posts that use this tactic will be shown less in News Feed." -Henry Silverman, Operations Integrity Specialist and Lin Huang, Engineer (https://newsroom.fb.com/news/2017/12/news-feed-fyi-fighting- engagement-bait-on-facebook/)
friends. So the share amount in your posts doesnt tell the full story. 1. People sharing your content 2. People engaging with content that friend has shared
setting on the adset level in relation to the goal you are optimizing against. Advertiser bid determines the upper limit for what you are willing to pay for a given action It is good to remember that if you bid too low, your ad may not reach your audience at all Facebook will still always make you pay only the lowest amount possible to win the auction, no matter how high your bid
of person doing the action you have setup as your adset optimization goal If you are bidding for clicks, estimated action rate is the estimation on how likely the person is to click on the ad And likewise if you are bidding for conversions, the estimated action rate, is the estimation on how likely the person is to convert on site in the given time window
you are bidding for engagement: If you are bidding for link clicks: If you are bidding for conversions: (Technically it is possible for person to convert without clicking the ad, so the ctr part could be left out of the equation) Advertiser bid x estimated action rate + relevance score = Total bid Advertiser bid + relevance score = total bid Advertiser bid x estimation on engagement rate + relevance score = total bid Advertiser bid x estimation on CTR + relevance score = total bid Advertiser bid x estimation on CTR x estimation on Conversion rate + relevance score = total bid
Bid in a way that reflects the value the advertisement actually provides to you 2. Optimize against goals that are actually meaningful to you 3. Use content that drives conversation and meaningful engagement
for the front page and to all important content pages: A distinctive, understandable and tangible message from competitors. B. ”Can this company deliver on the promise?” C. ”What do paying customers think about the company?” 1. Provides answers to customers questions: Can you already nd the answers from your website?
a solution to? Anyone interested in the problem wants to absorb all the information they can DO NOT LET THE CUSTOMERS GO TO OTHER COMPANIES FOR TRAINING There is the possibility to make the rst step towards an approachable advisor - away from a salesman's boots Possibility to provide a doctor like diagnosis of the problem the client has Speak the language your best salesmen talk with in customer meetings Tip: Write to your blog and link to service descriptions from them! 2. Provide well-organized and relevant information on customer needs and problems
cates Recognitions Awards Signs of trust Reference Lists Casestudies Photo Gallery 3.Evidence of the company's ability to serve customers Can the answers be found from your website already?
it in Google Analytics Contact form Quotation form Callback form Feedback form LiveChat 5. Easy alternative ways to convert for different people REMEMBER TO SELL!
always in footer Direction of rotation left upper-> right-> down Not 100% wide on large screens Help from Pinterest & TemplateMonster 7. Clear, easy to use and responsive structure
on images, black text on white background Link to look like links, buttons for accent Room to breathe Each tab like a landing page The hottest thing in the hottest area! (do not spoil with photos and platitudes) 8. Fresh reader-friendly look
What acute problems (or problems you can make feel acute) does the target audience have 3. How can you solve those problems for the audience 3 Questions to focus on: Trustmary Group / business.trustmary.com / trustmary.com
gives your posts better organic reach and lowers your costs in the auction It is almost always hard to predict what kind of ads drive meaningful engagement, but one thing is for sure. Meaningful engagement feeds of meaningful engagement. If few people start discussing the topic on the comment section or share it with a friend and that sparks discussion, the start usually sparks more conversation Downloadable content usually doesn't spark conversation as well as content that can be consumed without downloading it
aligned with the problems their customers have BUT, salesmen are only usually familiar with problems that the customer have that are related to the product they are selling To reach your audience it is actually not that relevant if the problem you solve is closely related to your problem or not related at all As an example, a company that is selling video production, could also write a guide on search engine optimization. As business decision makers that want to read from search engine optimization are still their target audience as video production company
audience Notice that there is a difference in having a conversation and asking directly what problems do you have People are not really good at telling straight ahead what problems they are facing and what problems are so big that they would really be willing to pay for it But people like to be listened to with compassion and usually if you just have a conversation about their everyday life, you eventually run into something meaningful
really bothers your audience, you should start figuring out how can you create an as easy as possible fix for the problem It is good to remember that even tough a lot of people want to lose weight, is interested in losing weight slowly over 10 years. People want quick and easy results Usually it is not necessary to solve the whole problem for them, but to help them solve the problem themself
is usually best to offer something that can be used quickly for their benefit Different kind of cheat sheets and checklists usually work well (if the problem is really acute) But also educational content, that really helps them learn on a subject they really struggle with works usually quite well
you can help your audience and what they are interested in 1. The ads - that drive authentic engagement, but also move the person towards conversion you are looking for 2. Road to conversion - sometimes just a landing page, sometimes a blog post which leads to landing page 3. The conversion - Lead magnet, that solves a specific problem
There is a lot of different funnels, but the main function of a funnel before lead generating content, is to allow you to buy ads cheaper and in that way driving traffic cheaper, than compared to driving traffic straight to lead magnet. Driving ads to content that doesn't require download, should produce more authentic engagement than advertising the lead magnet straight If it doesn't, forget funnel, just drive traffic straight to lead magnet
Depends on the situation. In B2B the most commonly working tactic is to: For B2C the most commonly working tactic is to: Driving traffic straight to lead magnet and using video on the ad, that generates authentic engagement. For example video about creating website that converts and landing page checklist as a conversion Driving traffic to a content that is super interesting. For example different tests, like "Do a bodytype test and lose weight, by eating according to your body type"
(does also give all options that are under Tra c campaign goal) Lead generation (Facebook lead ads - for lead generation inside Facebook) Catalog Sales - Dynamic product ads (only usable for lead generation very rarely) App installs - For driving app installs There is few different options for campaign goals in Facebook
usually over 500 000. If the target audience is super broad, for example low income recruitment lead generation, the optimum audience size might be the maximum available If the target audience is small, for example CEO:s of companies that revenues are over 10 M, the optimum audience size is usually relatively small, sometimes even 50 000 Usually if your reach goes over 20% of the maximum audience size the results start to decline (though there is huge variance on this between audiences)
text above it and then text under the image/video. So: Image or video that catches attention Clearly defining the problem and providing a solution for it Clear call to action 1. Image/video catch attention 2. Above the image text, define problem, give solution and call to action 3. Below the image text, clearly defined what person gets from clicking and call to action
have enough volume. If there was less than 500 pixel events last month on your website Facebook doesnt recommend conversion optimization Though sometimes it still works even after few conversions When your campaign converts, scale the adset budget slowly (20- 50%/week) and also scale in width by generating new lead generating content from different angles Stop ads that dont convert relatively quickly - if it doesnt convert after 50$ it most likely doesnt convert after 10 000$ ether Test different ads, audiences and angles
If your lead magnet seems to be driving too many nonrelevant leads, ad to your form a specifying question and change your optimization goal to form submittions that have answered that question in a way that proves they are relevant.
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