In my last post, I talked about whether or not Facebook Lead Ads were worth the investment. I think they can be, but you’ve gotta do it right!
So, how do we make Facebook Lead Ads BETTER?
You Need an Awesome Lead Magnet
You may think that you have the awesomest content in the world but, chances are, your audience doesn’t care. If they’re anything like me, the Promotions tab in their Gmail is FLOODED with unread emails announcing the best of this and a sale on that. As such, it’s not very likely that they’re dying to hand over their email address just to receive MORE crap that they’ll never read.
That’s why you need an amazing Lead Magnet. What is a Lead Magnet, you ask? It’s something that you offer a visitor in exchange for their content information. It had better be good because, trust me, nobody is dying to subscribe to your list just to receive weekly emails.
How Do You Go About Creating a Lead Magnet?
Well, you need to think of something of value that you can offer your visitors. Don’t try to slack on this and offer some bullshit discount like 5% off… really take the time to think about what you can give away that will leave people feeling like, “Wow! This was so worth it!”
Take the time to think about what you can give away that will leave people feeling like, “Wow! This was so worth it!”
A common Lead Magnet is exclusive, in-depth content that the visitor wouldn’t be able to access otherwise. In my case, I’m offering a free Google AdWords Cheat Sheet to teach marketers how to save money on their Google ads. Generally my articles are around 1,200-1,500 words tops. But this Free Guide is already around 3,000 words and includes step by step instructions (screen shots included) on how to optimize your campaigns. I’ve also had a graphic designer put it together in a professional looking, easy to read PDF eBook format, which goes above and beyond my usual blog posts.
In other words, my goal is to provide my readers (that’s you!) with something incredibly helpful that will save them money.
What I Wish I Could Tell My Clients About Lead Magnets
Remember in my last article about Facebook Lead Ads, I talked about a client running Lead Ads related to real estate? The campaign wasn’t all that bad, but the cost per lead was a little higher than I’d like, and the client was on the fence about whether or not these leads were valuable.
Unfortunately, in the hierarchy that is an Advertising Agency, I don’t have a direct line of communication to my clients. The Account Managers handle these relationships and, often, I’m just given the budget and asked to create a Facebook campaign. I have control over targeting and I can definitely give my recommendations, but it’s up to the client to create something that the user will want to get their hands on. In this case, my real estate client was relying solely on somebody being interested in the property for sale. It’s just not enough.
My client was relying solely on somebody being interested in the property for sale. It’s just not enough.
The Lead Ad was beautiful. It was expertly designed by a team of professional graphic designers, as you’d expect with any Ad Agency. I worked really hard to write compelling copy. The user then had the option to select their price range along with their name and number. This info was then forwarded to the sales rep, who would reach out to them.
Here’s What They Should Have Done
The client should have offered a well-designed digital sales kit; a PDF that included the available floor plans, visuals of the interior details and a description the neighbourhood. This is a Lead Magnet. An automation tool, like Zapier, should have been set up to instantly email the user upon submission of the lead form. This kills several birds with one stone:
- The PDF acts as an offering in exchange for the user’s contact info
- The automatic email is a reminder that “Oh yeah, I saw this on Facebook!” so the user isn’t surprised to hear from the sales rep a day later
- The user has something visual to engage with, to keep them interested
- It provides valuable information up front
- Both the user and the sales rep now have a point of discussion for that first call
Other Quick Tips to Make Your Facebook Lead Ads Better
Obviously, make sure your audience targeting is on point. Don’t just blast your ad to anyone and everyone. Wherever possible, try to serve your Lead Ads to an audience that’s already ‘warm’.
Have a clear, high quality visual (photo, video, whatever). The less text, the better. Try to use NO text if possible. You’ll use your Headline and Ad Text to explain.
In your ad text, don’t just talk about how great you think you are. Get over yourself. Nobody cares. Speak to how you can benefit the user. What problem are they facing? How can you help them solve it?
In your ad text, don’t just talk about how great you think you are. Get over yourself. Nobody cares.
On your lead form Welcome Screen, make it very clear what you’re giving the user in exchange for their contact info. What do they get when they submit their name and email address?
Only ask for the information that’s necessary. If you don’t need somebody’s address and date of birth, don’t ask for it. Sure, maybe you’d like to know that info to get a better idea of who your potential client is. But you can find that out later. People don’t like to fill out long ass forms or provide strangers with their personal details. So keep it short, sweet and to the point.
Another Example of an Awesome Lead Magnet
My friend, Rachel, and her business partner, Kristen, are life and career coaches. They specialize in helping millennials figure out how to find their passion within their career. Taken directly from their website, “For millennials who know what they don’t want… but have no idea what they’d rather be doing.”
Rachen and Kristen created an online quiz to help users get an idea of where their interests, passions and personality fit. Users go through a series of questions about their ideal scenarios and, at the end, have to enter their email address to access their results.
This is such a great hook! The user gets to do something engaging and interactive, receives something of interest and of value to them (their Passion Profile) and the successful business ladies over at Clarity on Fire receive a lead.
To be clear, this quiz wouldn’t exactly work with a Facebook Lead Ad, but it’s a fantastic example of a Lead Magnet done right! In fact, the quiz has been taken over 300,000 times!
Ladies, I tip my hat to you.