The Lead Machine – Find New Customers Using Facebook Ads

No matter what business you’re in, we ultimately all want exactly the same thing – leads.  Getting a new customer to sign up for your service or buy your product gives you the potential of not only a lifetime customer, but referrals to friends and family to grow your business even further.

So how do you use Facebook and Instagram to get leads?  Well, there are many different strategies, and it all depends on your industry.  If you’d like a free, no obligation strategy call or some advice over email, just contact us here for advice.

5 Steps to Success

1. What do your customer NEED

When you’re writing ad copy, you need to think about what will ‘trigger’ that person to click.  You need to solve their problem, ease a pain point, stop the scroll.

If you’re a personal trainer, instead of ‘sign up for personal training’, you could use terms such as ‘lose weight for good with our supportive personal training programme’.

Focus on the benefits of your service, not just the features.  Set off some emotional triggers, as this will help you to battle the competition for their attention in the newsfeed.

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2. Pixel Pixel Pixel

If you read any of our blogs, you mayyyy have heard us mention the pixel.  Well sorry not sorry because it’s really important!  

Having the pixel installed on your website allows you to collect a ‘virtual database’ of people who have clicked to your website.  If they’ve clicked, they’re interested in what you offer, so who better to retarget with further ads to explain your business.

If you’ve been in business for a number of years, you’ve probably at some point battled for email addresses to try to build a list.  You’ve then sent emails, and had the pain of 10% open rates, and even lower click rates.

The pixel allows you to send ‘follow-ups’ in the form of ads without needing them to give you their email address or any details, just a click is all you need from any source.

3. Keep it Simple

People are so easily distracted, you have about a second of their attention when they click so slow site speeds will mean zero enquiries.

Use the Facebook lead generation objective and you can collect enquiries using a simple pop-up form, so they don’t need to leave Facebook.  Facebook will even pre-fill some of their information, increasing their chances of submitting it as they don’t need to do much.

We also link ads to mobile optimised landing pages, as this way you’re gathering their details on an enquiry form, but also giving them a little more information in the process.


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4. Respond Quickly

If someone takes the time to enquire with you, they are likely to be ready now to find a product or service you offer.  Don’t delay in replying to them, as your competitor’s ads may have already started to show to them too.

Our landing pages automatically send enquiries to your email address, so be checking for them regularly, answer the phone, check your messenger, or hire a virtual assistant to help you keep on top of things.

5. Retarget & Lookalikes

Going back to the pixel, you can now be retargeting ads to people who have previously clicked to crush your competition.  People often need to give it some thought, discuss it with family members, or to raise funds before going ahead with a product or service, so be there in the newsfeed when they are ready.

You can also find a ‘lookalike audience’ of people who are very similar to those who have clicked.  Lookalikes work very well, as Facebook profiles all of us and can match your business to people who would most likely be interested, using the data from those who have clicked or purchased previously.

Want some help with your lead generation strategy?  Drop us a message here, we’d be happy to help!

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How to Advertise Your Business Online!

We’ve helped hundreds of businesses over the years, so we’ve collated our 5 steps to success that you can use with YOUR business!

Check out our latest video – remember to SUBSCRIBE for future updates here:

These golden tips can be done quickly and will make a huge difference to your business. Watch our video here to find out more….


June Mid-Month Update

There have already been some interesting updates to Facebook this month, here’s a recap of what’s new….

Customer Feedback

Facebook has launched a new feature today which will allow customers to give feedback on their purchase inside the Facebook app.  They may receive notifications to leave feedback or see it below your page posts if they’ve previously purchased.

A Facebook Newsroom update says “We spoke with people who have purchased things from Facebook advertisers, and the two biggest frustrations we heard were that people don’t like ads that quote inaccurate shipping times or that misrepresent products. We’re taking steps to try and identify these and other common frustrations with a new tool launching globally today.”

Customer Feedback
Facebook Memories

Do you get that warm fuzzy feeling when you see a Facebook ‘on this day’ post, or a Happy Friendversary video?  Well maybe not, but if you do you’ll be excited to know Facebook Memories is now live!

Every day more than 90 million people use On This Day to reminisce about these moments they’ve shared on Facebook, now you can find all of those special moments in a Memories section on the Facebook app.

Facebook Memories

Music Copyright Fix

If you’ve ever tried to publish a video innocently and been banished to the copyright gods, you’ll love this update.  Finally we can post videos that contain music, as Facebook has partnered with music companies around the world. 

If you’re still struggling to share those holiday memories and wedding moments, hold tight!  Facebook said “We’re testing this in several markets now and look forward to making it available more broadly soon.”


Lip Sync Live

If you’ve ever tried teen-sensation, Facebook’s new Lip Sync Live offering is a similar update in their quest to bring back a younger audience to the platform.  Whether “Welcome to The Jungle” by Guns N’ Roses or “Havana” by Camila Cabello is your jam, go live and lip sync along like the star that you are (pass the gin).

So why are music artists suddenly and so generously allowing their tunes to be used?  Well according to Facebook Newsroom “When broadcasting with Lip Sync Live, friends will see the artist and song highlighted on the video and can tap to follow the artist on Facebook.”

Lip Sync Live
Facebook Fundraisers

Facebook is an amazing tool for sharing special causes with others and getting donations online.  The Facebook Fundraisers tool has 2 new updates this month, firstly it is expanding to pages, so Brand and Public Figure pages can now fundraise for non-profit causes.

You can also now add organisers to help with the cause, inviting friends to manage a fundraiser with you and to expand the network of supporters to their following.

Goodbye Trending

Did anyone ever use it?  Maybe, but not enough to keep it going clearly.  Facebook is ditching the ‘Trending’ box from your newsfeed, here’s what they had to say on the decision: “We’ve seen that the way people consume news on Facebook is changing to be primarily on mobile and increasingly through news video.“  Well, we can’t argue with that!

Consider yourself updated!  Follow our Facebook Group here so you don’t miss any updates
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Build Your Own FREE Chatbot in 10 Minutes!

With over 1.3 BILLION users on Facebook Messenger, it’s no wonder chatbots are SO hot right now.

You can use chatbots to build relationships with your existing customers, handle queries automatically, even sell to a new audience – all without any technical experience!

And if you’re not already convinced…

80% of adults and 91% of teens use messaging apps every day

53% of people are more likely to shop with a business they can message

56% of people would rather message than call customer service

Creating your own chatbot is not as tough as you may think.  You don’t need to spend thousands on development, there are some great apps that make it simple for you, and some are free!

We love ManyChat as it’s so easy to use…and it’s free.  It has a really simple drag and drop interface, so you can add images, videos, text and more in seconds.  There are many other options you can check out including ChatFuel, but ManyChat is one of the most popular because it’s so easy to use.

Another great thing is you can integrate it with your website.  You’ll notice on the site, we have a messenger widget in the bottom corner (feel free to send a test message to see how it works!)

Most of our enquiries happen overnight, when people have time to get in touch, but we’re not available to chat.  The great thing about having the bot in place is that it ‘speaks’ to the customer on your behalf, asking questions and responding to answers based on how you’ve set the bot up.

The response rates are great too as it’s so fast – here is an example with a 48% click rate from the ‘thanks for sending a message’ rate alone.  Thank you emails get nowhere near this response rate in comparison.

Chatbot Response Rate

So how does it work?

The best thing to do is to map out on paper what end result you want to achieve, and the different paths to get there.

As an example, when people message Marketing4Everyone, they will usually be looking for advice to then manage ads themselves, so our free tutorials will appeal to them, or they’ll be enquiring about us managing their ads, so our free strategy call would work better.  Our chatbot flow then asks them various questions to match them to the 2 different services, and automatically responds to each answer they give instantly.

Chatbot Flow
The tool makes it really easy to add different elements into the chat flow – we like to add videos too (as you can see above that got a 70% click-through rate!)

The conversation doesn’t stop there either.  You can drop people into different ‘sequences’, setting up automated messages that send every few days to keep the conversation going.  Your chatbot is doing all the hard work for you, following up on leads and keeping that credibility building as more automated messages are sent each week.

Why is a chatbot better than email marketing?  Well how many messenger notifications do you leave unread?  The open rate is HUGE!  Email in comparison can be 10% opened, and then only 20% of those going on to click.

If you’d like help building a chatbot, syncing it with your website, or anything else, click here to request a callback (or why not use our messenger chat on the right) 😉

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Coffee Break Guides Day 3: The Audience

So far in the Coffee Break Guides, we’ve covered the pixel and the landing page, now it’s time to look at the ads themselves.

Facebook offers a huge range of audience targeting options, and you can overlay them to create ‘super audiences’ to get super-geeky….

The Audience

1. Core Audiences

This is all the stuff you’d expect to be able to audience target on, including demographics and location, but also interests and behaviours.  Demographic targeting is useful if you only want to target males for stag weekends for example, or over 50’s for 50+ holidays.

Location targeting is handy if you have a takeaway service only operating in a 3km radius of your restaurant – you can drop a pin and select people within a certain radius, or just select certain cities and countries.

Interest and behaviour targeting is super-handy to start to shape your audience.  We find it works very well for the hair and beauty industry.  If people are showing interest in lash extensions, and their behaviour matches those happy to spend money online, we know we can get great sales for an e-commerce store selling false lashes.

Use the Google keyword tool or similar to research ideas for targeting, then search these keywords in the Facebook interests box.


2. Custom Audiences

This is where it gets interesting.  Do you have a list of email address of customers who’ve shown interest in your business?  Perhaps service leads or previous purchasers?  You can load this data into Facebook, and it will match that data to Facebook users.  2.2 BILLION people worldwide use Facebook, chances are your previous customers do!

People who’ve previously used your services are 5 times more likely to purchase again, so make the most of that and retarget them with ads.  If you’ve been talking to someone about your services and they didn’t go ahead, this is a great opportunity to soft-sell to them, by appearing in their Facebook feed.  This will reinforce your credibility and keep you in their minds.

Custom Audience

You can also retarget ads to people who have visited your website and set a window for this, for example, just showing ads to visitors in the last 7 days.  You can also target ads to people that have visited certain pages, or who have got to a certain stage of your booking flow.

This works very well with people who initiated checkout or added something to the basket.  It’s like sending an abandoned cart email, except instead of a measly 10% email open rate, you’re right there in their newsfeed with an incentive to come back and purchase!

Have an app?  You can also use custom audiences to target ads to them, encouraging them to come back and use the app.  This works very well for takeaway companies – show them a steaming pizza with cheese drooling down the side at 6pm on a Friday, and your app opens to order will be on fire!

3. Lookalike Audiences

So you have all this great data on who is visiting your website, engaging with your Facebook page, purchasing from your business and so on – now you can find people just like them!

The click-through rate for a lookalike audience can be a whopping 48% higher than on an interest-based ad – Facebook is pretty good at finding people just like your existing customer base.

Lookalike Audiences

You can create lookalike audiences based on any of your custom audience data, including those purchasers and leads you have info about, Facebook page engagers, video views, Instagram and many more.  When setting up the add, click ‘create new’ in custom audience, and have a play around with the options in there.

We’re using this section of the site every day, and notice new options popping up very often.  Make sure you join our Facebook group here to be updated when new options become available.

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