Hello, fellow business owners, You might be aware of current marketing trends, and digital marketing is nailing it! These days, if your business is not on the Internet, you are lagging behind and missing lots of opportunities. Facebook ads are yet another marketing strategy that you can leverage to get more leads.
Whether you have recently started a business or you want to grow fast, there’s a simple solution. Create a post on Facebook, boost the post, and you’ll start getting leads right away!
Sounds simple, right? but it isn’t.
The thought of boosting your post for better reach might hit you right after posting. Your post will reach a larger audience. Your prospect will comment on the post and provide their contact details and requirements. Sounds pretty perfect, right? But if you choose to do so, there are high chances that your competitors will steal that data.
If you try to solve that with lead-form ads, you’ll need to learn the complicated system of Facebook lead-form ads. Even after you do that, unless your ad’s image, text, and copy are all optimized, you may have to spend too much for too few leads. Finally, even after spending so much time, effort, and money, the leads that you get are not that relevant.
Receiving relevant leads should be your concern. Rather than getting too many irrelevant leads, Irrelevant leads will not only waste your time but also your money. CPL (cost per lead) is the amount you pay for the acquisition of each lead generated from Facebook ads. Suppose you spent INR 1000 on a campaign that generated 10 leads; your average CPL would be INR 100. That’s the amount you’re spending for each individual lead. If you get even a couple of irrelevant leads, your CPL for those will go down the drain.
The question is, “How do you get more and more relevant leads from your Facebook ads without going bankrupt?”
Read the entire article to find out the exact answer and specific things you can do to get better leads at lower prices.
1. Optimize your ad content
There are zillions of ads and tons of content on the Internet available to your audience. Then how are you expecting them to stop by your profile and shop without doing something outstanding? Three golden rules of ad content optimization that will help you get the most out of your ad campaign are as follows:
1. Make people stop by.
Your ad should prompt users to stop by. Your ad copy should prompt the user to stop scrolling and take a look at it. Following the trends is an excellent strategy to get noticed. But to get attention, you need to do something different from the masses.
2. Have a short and crisp copy.
Your copy must be short yet effective. You have only 3 seconds to grab the users’ attention on the internet. It could be ignored if it is lengthy. Everyone these days is in a hurry, which makes it crucial to have short and crisp ad copy. Here are a few simple tricks on how you can do that.
- Know your target audience: Short copies work best when your audience is specific, limited, and targeted. This is presumably because it’s easier to talk to one particular person and convince them. On the other hand, it’s quite difficult to address more than one person with the same message. Know your target audience to the core. For that, you can do demographic research.
- Have a clear CTA: Having a simple and straightforward call-to-action will help a client swift action.
- Cut the fluff: Once you are done writing your copy review it thoroughly. And eliminate or replace any complicated words and phrases. While editing your copy, ensure that a middle schooler will be able to get it. The Internet is filled with tons of distractions, make sure your copy is uncomplicated.
Remember Writing and compiling a short and crisp copy may require multiple revisions. But it’s all worth it in the end.
3. Keep it simple.
Always have a no-brainer offer for your prospect. Remember, you are not writing out a serious case paper or explaining a highly complicated theory. So make sure your ad copy is simple and conveys your message clearly.
Talk more about your prospects than your product. Simply explain what you are offering to your customers. People prefer to be helped rather than sold. That’s why if you keep talking about your product, it won’t be that helpful. Instead, if you elaborate on how the product will benefit your prospect, they will get converted right away.
Storytelling is the best way to convey your message. It would be the cherry on top. If you can do all this while telling a story, users will engage better, which reduces your cost of lead acquisition.
Have a look at this ad copy for TeleCRM. It’s a short yet well-compiled copy that conveys the offer just right. The hook itself is self-explanatory. Just by reading the headline, one can tell what the company has to offer. A non-wordy explanation of the offer in bullet form makes the offer simple yet effective. The illustration of comparison between problem and solution is the crux of the biscuit. The hook “ONE-STOP SOLUTION” prompts the user to stop by, while the illustration encourages them to learn more about the service.
Here is another ad copy by TeleCRM. Now you will say it’s just the testimonial. But we all know that actions speak louder than words. The use of testimonials in ad copy not only increases trust but also improves the prospect’s understanding of the service.
2. Choose the correct audience.
The most important component of any ad campaign is the target audience. Instead of spamming random Facebook users, target people who have already interacted with your brand or have an interest in similar brands. This will reduce cost-per-lead, increase conversion, and generate more relevant leads.
Facebook custom audiences are the most effective way to reach a specific audience. Custom Audiences allow you to retarget people who have previously interacted with your company. These could be people who have already purchased from your store or visited your website.
To sway Facebook custom audiences, you first need to learn about them. Let’s look at the different kinds of Facebook custom audiences, how to create them, and how to improve your retargeting measures.
What are Facebook custom audiences?
The specified group of people who have interacted with your business is a Facebook custom audience. This likely includes people who have visited your website or installed your app. These could also be people who have purchased from your business. Data sources like customer lists, websites, app traffic, and engagement across Facebook and Instagram can be employed to create custom audiences. Around 500 custom audiences can be created per ad account.
Types of Facebook Custom Audiences.
1. Website-Based Custom Audience
You have to install the Meta Pixel on your website; it can match your website visitors to their Facebook profiles.
This information can be used to target:
- People who have visited the specific section of the website or product category.
- All website visitors.
- Choose a timeout to resent the visitor.
2. Customer List-Based Custom Audience
The group of people that didn’t come from your Facebook engagement or Meta pixel but have shown interest in your business or product falls under this category. You have to provide identifiers to Facebook that you have collected. You can collect this information by using the email address used to subscribe to the newsletter or previous customers’ contact information. Customer-list bases Custom Audiences are people who have interacted with your business in some way but have no data on them that allows Facebook to identify them.
3. Facebook Page or Instagram Account based
This is a group of people who have interacted with your content across Meta technologies such as Instagram and Facebook. This is also known as an “engagement custom audience.”
The interaction may include,
- Watching videos
- Following Facebook page or Instagram account
- Clicking on ads
- Responding to the events as “Interested”
Facebook records all of these interactions so that you can create custom audiences as needed, say once every 30 days. which means only users who have interacted with your content in the past 30 days will be part of your engagement custom audience. This will ensure that your product is still relevant to people on Facebook and Instagram.
4. Video views based custom audience
A custom engagement is yet another type of engagement. It is a group of people who watch your videos posted on Instagram and Facebook. These contain videos delivered to feeds, stories, and other suitable sequences on Facebook and Instagram.
5. Lookalike Audience
A “lookalike audience” is a group of people who have characteristics or interests similar to your existing audience. By targeting a lookalike audience, you can find potential prospects and customers. A custom audience can also be used to create lookalike audiences.
Putting your ad in front of everyone is a waste of money. Frankly, a lot of them might not be interested in your offer. You should market your offer to those who are genuinely interested in it. Loolalike’s audience helps you put your ads out for people who are interested in your offer.
The more you know about the audience you are targeting for your ads, the better their performance will be. When marketing to a custom audience, you can accomplish amazing things. You know exactly who’s seeing our post and interacting with it, which makes it easier to target your message. This increases your conversion rate and provides a better return on investment.
3. Targeting multiple Facebook custom audience
When it comes to marketing, there is no one-size-fits-all approach. You have to experiment a lot to find out what works best for you. It might take cycles of trial and error. You can test different Facebook custom audiences to see which ones generate the most revenue and the most relevant conversions. Once you find your ideal custom audience, market to them heavily to boost your revenue.
4. Narrow your target audience for ads
Catering to all the cats is not a good idea when it comes to Facebook ads. If you market to everyone in your target audience, your cost-per-lead will rise, and you will receive a flood of irrelevant leads. To solve this problem, you have to narrow down the audience you are advertising to. The most common reason for irrelevant leads is that most companies are not clear about their target audience’s demography and their behaviour on Facebook.
Let’s understand this with an example:
If you own a bakery in Delhi, you must create an Excel spreadsheet with all of the people who live nearby. As a result, rather than advertising to people who live in a completely different city and cannot be your customers, you will be eliminating them. This reduces your cost per lead. While creating your Facebook ad campaign, always ensure that you are not spending your budget on irrelevant leads.
5. Exclude certain audiences from Facebook ad targeting.
You know your target audience well; you know which custom audience to target, but you still have to eliminate certain audiences to cut your cost-per-lead. You have to market to a highly specific target audience to reduce costs and generate high revenue. This can be achieved either through detailed targeting or lookalike audience targeting. Knowing your target audience is not enough to cut costs. Your goals should be clear, and the group of audience members you are willing to reach should be determined. Marketing to a highly specific group of people is way too easy compared to marketing to a large number of people.
Facebook is not dead. It’s still a goldmine when it comes to generating leads. With the help of a custom audience, you can get the most out of your ad campaign.
In a nutshell, you can get more relevant leads on Facebook by spending less by:\
- Knowing your target audience well
- Focusing on your top-performing demographics
- Simplifying landing page
- Targeting a specific group of people