VIEWS: 22 PAGES: 4 CATEGORY: Strategy POSTED ON: 1/9/2012
A Facebook “Like” is not only WARMER and more valuable than a normal web lead – It’s can be WAY MORE targeted. A user liking your Facebook page is telling you everything piece of information that a web form could have AND MORE! This information about your tribe of “Likes” is telling you what to use for messaging and when to use it. And the amazing news is that not only is WARMER and more valuable than a normal web lead, and more targeted, it’s easier to get a LIKE than a Web Form submission.
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 from Facebook (Specifically from Facebook Ads) The previous post was focused on 6 things to have in place for optimal eCommerce conversions -This post will focus not a specific kind of lead gen – one of the warmest, best converting & most desirable leads – a lead from Facebook The 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 loop marketing 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 generation from Facebook. So we know the goal of a lead gen landing page – (hit submit and see the thank you page) and we all hopefully know the most common ways traffic lands on your lead gen landing page. Google PPC ad, a banner 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, and brands 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 these tactics. A Facebook “Like” is not only WARMER and more valuable than a normal web lead – It’s can be WAY MORE targeted. A user liking your Facebook page is telling you everything piece of information that a web form could have AND MORE! This information about your tribe of “Likes” is telling you what to use for messaging and when to use it. And the amazing news is that not only is WARMER and more valuable than a normal web lead, 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 and then 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 visitor knows the rules, knows what to expect and frankly are quite comfortable. Linking to another website takes them out of this comfort zone and you are instantly faced with lowering that guard. So now you have to try and lower the guard, and still get your message across and THEN get them to fill out the form. Instead a better tactic is to link that Facebook ad to a Facebook Fan page, or businesses page or event page – this way the visitor is comfortable they know the rules and there are no surprises. Sounds obvious? Are you doing 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 visitor to like you (who needs more noise) – do this Offer the visitor something instantly valuable or cool. Don’t let this turn into a road block – if you have a business or a product, you have had to decide what makes your business a better choice than your competition. Make this an MP3, a presentation, a Whitepaper, but make it valuable. Don’t just copy and paste a checklist from another site and offer that as your incentive, the community you are trying to capture will 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 you use on an an optimized auto-responder email campaign then stay in touch, start getting that new relationship warm, don’t just get the like and “disappear”. You will find yourself unliked as fast as you were liked Get these 3 things in place and get your Facebook LIKES up and your Facebook 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 in your space. Be sure to constantly monitor who is saying what about your competition on Facebook and other social 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 Facebook fan page for EACH product then your messaging and promotions an followups will write themselves making the Lifetime Value (LTV) of each Customer a piece of cake to visualize, track and even adjust TIP #3 - setup FB to automatically tweet to your twitter account, very easy to do. Then schedule at least 3 tweets 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 the SAME for you would have had on a website – BUT you have it on the page that they have already LIKED and you 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 Day Trial and see for yourself. Edit About the author Conversion Optimization Expert and Landing Page Guru - Clients include Carbonite, Cabelas, Golfsmith, Fleshlight, Freescale, AppliedMicro, Texas Monthly.
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