Did you know that on Facebook, you can collect e-mail? That's right. You can collect leads. It's pretty straightforward. You can run ad campaigns with a lead collection button. It can be Find Out More, Sign Up or other language.
Regardless, if you're running this type of campaign, it must be highly targeted.
It's really important that your targeting is spot on. I put this part of Facebook ad marketing at this point in the list of marketing methods because this takes quite a bit of work.
You should be quite familiar with Facebook before you even try this. You should know your way around Facebook’s ad system before you engage in paid lead generation because it can get quite expensive.
If your ad doesn’t get many clicks or it's super finely targeted, you don't really have that many people to work with, and this can drive up your costs. You have to know how to optimize your ad campaigns on Facebook for this to make sense.
You can optimize on many levels
There are three levels you can optimize:
Level 1
You can tweak the freebie you're giving away. This is the free stuff that you are giving away, so people are motivated to enter their e-mail address into your form.
Maybe you are giving away free membership access. Perhaps you are giving away a booklet or a book or a report, a set of templates, a set of graphics. Possibly even giving away software or a mobile app. whatever the case may be you are giving out freebies, and you need to optimize these.
What I mean by that is the freebie that you give must motivate the most people in your target audience to sign up for your mailing list. This is not easy.
You cannot assume that just because you think that your booklet is awesome or is the next best thing since sliced bread doesn’t automatically mean people will agree with you. It doesn't work that way.
You may have to switch from one freebie to the other until you get a high-enough sign-up rate that would tell you that the freebie that you have selected is the right one.
Thankfully, this is fairly easy to do with Facebook. You basically run different ads that offer different premiums.
Level 2
Level 2 optimization focuses on optimizing your ad copy. As I’ve mentioned above, lead generation campaigns on Facebook can and do get very expensive. It seems like you’re doing all this for basically a handful of e-mails. This is why it's really important to make sure that you run a fully optimized campaign to get the most results.
How do you do this? Well, you optimize your ad copy on an elemental level. Still, I want you to get a heads up this early on regarding the amount of optimization that you would have to do. It is quite intensive. You can’t leave things at a surface level. That’s just not going to work.
Level 3
Level 3 involves optimizing based on conversions. When people click on your Learn More or Sign Up button, they’re shown a form. You’re going to have to keep tweaking that form to say what it needs to say to convert as much of your traffic into list members as much as possible. This takes quite a bit of time and attention to detail.
Again, you have to run these experiments while minimizing your costs. Once you find out something that works, optimize it to increase its level of conversion.
Once you have picked a winner that cannot be optimized any further in terms of conversion rate improvements, that’s when you scale up. That’s when you pour in the dollars to reach as many people as possible to boost your mailing list sign-up.
