- Holly Smith-Williams
Facebook Conversion Campaigns for Lead Generation
There is nothing sweeter than hearing the ping of an appointment booked. Someone wants to do business with you! Time for a mini-celebration!
So what did you do? You didn't have to cold call them, you didn't have to sharpen your pencil and write a beautifully crafted cold email, you didn't even have to go on a networking spree - you decided to invest some money into the lead generation machine that is Facebook. Good move my friend!
Now, there are some businesses who like to think that Facebook isn't a place where their target customers hang out. To this, I say "Pah!" Of course your target market is on Facebook:
• There are over 2.07 billion monthly users worldwide
• There are 307 million users in Europe
• There are 65 million local business pages
Your audience is on Facebook because people are behind businesses.
And let's face it - Facebook knows you better than you think. It knows what you're interested in, your behaviours, what you like, what websites you've been on, whether you'll click on an ad, where you live, what shops you visit, how much you earn, who you know...Facebook knows you.
The pay off to all this is - Facebook will be able to find your customers - because it knows them too. And what's better is that they will be finding your customers when they are sat at home scrolling through their newsfeed in front of the telly.
As ad specialists, it's our job to train Facebook to find your customers. We do this by using a lovingly crafted conversion campaign.
Here's what it looks like:
First, we make sure that the Facebook Pixel is properly set-up and installed. This means placing the base Pixel in the header code of your website or landing pages, as well as implementing standard events or custom events to track conversions.
As you can see from this campaign,1194 people viewed the landing page, then 305 people viewed the Book A Call page. From those people, 105 viewed the Thank You page meaning they booked a call with the scheduling software and became a lead.
From these numbers we can see that the landing page is converting at nearly 9% - which is a good as the industry standard for this client is 5%. Also, 26% of traffic is moving through to Book A Call - which can be retargeted if they didn't become a lead.
All this process is fully automated for the our clients. Their calendar is filled with new leads wanting to talk to them about their services.
Once the campaign is tested and optimised, and Facebook's algorithm is firmly established (this is what Facebook marketers call 'cracking the funnel'), we can scale the campaign (and ad spend) to achieve more leads per month.
This is just the start of making a lean mean lead gen machine on Facebook.
More and more businesses are looking to Facebook to build their lead generation machines, especially with the introduction of GDPR in May 2018.
Unlike search PPC, where you have to put more money in to win the bid on Google - building your lead generation solution on Facebook means you own that data and you have control. With the right targeting, bidding, copy and design - you can beat Coca Cola on Facebook and win the auction - which is a very exciting prospect.
If you need to start filling your pipeline with the right qualified leads, give us a call and let's see how we can help you.
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