Tell me if this sounds like you…
Do you ever feel like there’s so much info out there on Facebook ads, you aren’t really sure what to do or who to listen to?
Ever wish there was just a simple step-by-step Facebook ads strategy you could follow, that could generate you new leads and customers every week?
If so, I’ve got good news!
Inside this post I’m going to outline the exact blueprint you need to be using to have success bringing in new leads and sales with Facebook ads.
It’s the same strategy I’ve used to generate thousands of leads and hundreds of new customers, including 113 leads and 12 customers over a recent 7 day span.
Why Most Businesses Struggle to Get Leads & Sales With Facebook Ads
Imagine it’s a Saturday night and you head to a cocktail party with some friends or family.
Everyone is talking and having a good time, but suddenly you notice a strange guy standing in the middle of the room with a cheesy smile.
As people walk past him, he introduces himself…
“Hi, I’m Bob and my company is….and we….”
Seems crazy, right?
You would never market your own business like that, right?
Well that’s EXACTLY how most businesses market themselves on Facebook.
They interrupt the fun chatter of babies and celebrity gossip, and try to insert their sales message.
No one cares about your sales message.
The sooner you realize no one cares about your brand, the sooner you’ll be profitable on social media.
Facebook is not Google, where people go to actively search for products, services, or solutions.
Facebook is not LinkedIn, where people go to actively build business relationships.
Unless your product is an impulse purchase — priced at $40 or less — you won’t be successful trying to sell directly from a Facebook ad to a cold audience.
It doesn’t matter how good your targeting is, how good your product is, or how intriguing your ad is.
The RIGHT Way to Get Leads & Sales With Facebook Ads
To successfully generate leads and sales with Facebook, you need to remember two things:
1) Your message needs to blend in with everything else on Facebook.
2) You should never try and sell directly from Facebook to a cold audience.
You may have heard this before, but you might be wondering how to actually do it.
After all, you’re running a business.
You NEED to generate leads and sales to run a successful business.
So how do you balance that with the need to blend in and not come across as a giant billboard?
The way to do this is by providing great value to your target audience and then asking them to take the next step.
This is not theory, this is a proven framework that can turn ice cold prospects into brand new customers in a span of just a few minutes.
Let’s see how it works…
Step 1: Warm Up Your Audience With a Piece of Content
First impressions are everything…
And your first impression to your target audience needs to be a piece of content.
Content can be anything from a blog post, to an infographic, to a video walkthrough.
For the purposes of this strategy and for what I’ve personally found to work best, I am referring to a blog post.
This can be in the form of a how-to guide, a case study, or even a listical (think Buzzfeed).
It doesn’t matter what format you use for your blog post, as long as it meets three criteria:
1) It needs to be entertaining.
2) It needs to be engaging.
3) It needs to naturally fit in with your larger product or service.
Some examples might include:
- A Dentist that writes about 5-little known ways to whiten your teeth from home.
- A Real Estate Agent that breaks down different renovations you can make to your home, and the average value each adds to your selling price.
- A Personal Trainer that writes about the top 10 foods that taste good AND help you stay in shape.
In all 3 examples, the blog post provides value to the reader.
At the same time, the content is related to the end product or service, so the Dentist/Real Estate Agent/Personal Trainer can naturally take the reader from the blog post to the next step.
These types of blog posts naturally blend in with social media and what your target audience is already reading, so they are ideal for pre-selling your product or service.
Where Do You Get Inspiration For This Type of Content?
So you might be wondering how to come up with blog post ideas for your niche.
Not just any type of blog post…
But a blog post that will pre-sell your product or service and naturally ascend the reader down the path to sale.
If you use the strategy I’m about to share, you’ll never struggle for content ideas again:
Look at newspapers, news websites, and magazines and find interesting content that is related to your niche. Then transform that content into a blog post that pre-sells your product or service.
Take a look at this recent article from my local newspaper:
This is simply a news article discussing a change that makes it easier to buy a home, especially for first-time buyers.
The article has no sales pitch or any type of agenda, other than to inform and educate the reader about this recent change.
But imagine you are thinking of buying a new home soon…
You’re on Facebook and you see a blog post:
“New Rules Make it Easier to Buy Home.”
There’s probably a good chance you’ll click to read the post, because you are in the market to buy a home and you want to know what the “new rules” are that make it easier.
This would be a great blog post for anyone in the Real Estate/Mortgage industry who is looking to attract clients.
They could write about the new rules that make it easier to buy a home, and then give the reader an opportunity to download a “Home Buying Checklist” or something similar.
While the picture above is simply a news article, you can take the content and newsworthy items of it and transform it into a blog post that pre-sells your product or service.
Do you see how that could generate a lot of leads?
Let’s take a look at another example.
If you’re a Financial Advisor looking to generate leads, you would want to find content that would stop your target audience in their tracks and really peak their interest.
Here’s a recent article from CNN’s website:
But a Financial Advisor could take the idea behind it and transform it into a blog post that the target audience would find appealing.
It could talk about how hot the stock market has been, and then offer the reader the opportunity to download a guide on investing.
Then the Advisor could naturally ascend the reader to a consultation via email or future blog posts.
Do the same thing for your business.
Find content ideas that will intrigue your target audience, then write a blog post around them.
Step 2: Setup a Mini Sales Sequence From Your Blog Post
This step is pretty self-explanatory and will vary from business to business.
You simply want to set the sequence up that takes someone from a blog reader to a customer.
Think of it like this…
When someone is reading your blog post, what is the next step you want them to take?
In most cases, it’s not natural to take someone directly from your blog to a big purchase.
Your best bet is to offer your reader something to download within the blog post.
Let’s take a look at an example from Health Ambition, a blog about health, nutrition, and fitness.
Notice how the blog post is about 5 juicing recipes for weight loss.
The whole blog post offers amazing content to anyone interested in juicing, nutrition, and maintaining a healthy weight.
It then offers a next step to anyone interested:
Not to mention it’s free to download…
This is a natural way for Health Ambition to ascend their readers to the next step and get their name and email in the process.
Once you download the juicing recipes, you are then sent to a page for a low ticket offer.
It’s only $19.95, but it’s Health Ambition’s way of turning you from a blog reader into a customer, without scaring you away by asking for a large investment.
If you don’t buy, that’s okay.
They have your email and can continue promoting their content to you, plus their products and services.
They have all the pieces in place to turn you from a blog reader into a customer.
You need to do the same thing for your business.
Whether you want to get someone to schedule a consultation or buy a product, you need to setup all the pieces of the sequence to take them from your blog post to that end goal.
Step 3: Run Facebook Ads That Lead to Your Blog Post
Alright so now you’ve got your blog post written and you’ve setup a mini-sales sequence to take someone from a stranger, to a blog post reader, to a new lead and eventually customer.
The next step is creating a Facebook ad that leads to your blog post, and running that ad to the people you want as leads and customers.
Pretty self-explanatory, but it’s important to make sure everything aligns together.
First, you need to make sure you’re targeting the right people.
Don’t overthink this.
Ask yourself these questions when trying to find the right people to target with your Facebook ads (find the ones that apply most to your business):
- What websites do they visit?
- What magazines and books do they read?
- What authority figures do they follow?
- What associations are they apart of?
- What events do they attend?
- Where do they live?
- What softwares/tools do they use?
- Are they married?
- Do they have kids?
- What’s their job title?
- If college educated, what was their major?
- Do they own or rent their home?
- What are some products or services similar to yours that they might use?
I could write an entire book on Facebook targeting, but you get the point — just make sure to really narrow down and target the people most likely to find interest in your blog post.
Once you find the right people, it’s time to focus on your actual Facebook ad.
Your ad needs to speak to the needs, wants, problems, and/or solutions of your audience.
This should be easy, because you’ve already created an entire blog post with content your target audience will find interesting.
Important: Remember how earlier I said to find inspiration for your content through newspapers, news websites, and magazines? Well make sure your ad looks like a newsworthy piece of content, and not a sales pitch. This is key to blending in, building goodwill, and establishing trust from a cold audience of prospects who may have never heard of you.
If you get stuck, just make sure to make the headline of your Facebook ad the same as the title of your blog post.
This way, everything is congruent and the reader seamlessly moves from one step to the next.
Once you find the right people to target and create your ad, the fun begins.
You’ll start getting targeted traffic to your blog post, which is the first step in your mini-sales sequence you created above.
If you’ve done everything right up to this point, you should start seeing new leads come in.
Now it’s time to take things up a notch…
Step 4: Follow-Up Through Email and Retargeting
You’re feeling good at this point…
You created an awesome blog post to entertain, engage, and pre-sell your target audience.
You setup a mini-sales sequence to take them from a blog reader to a lead and customer.
And you turned the traffic faucet on, to bring a flood of your ideal prospects to your website and lead them into your funnel.
Time to shut down for the day and go to the beach, right?
As you probably guessed, not everyone is going to click your ad, read your blog, identify themselves as a lead, and become a customer right away.
So we want to follow-up and encourage people to take the next step.
For example, let’s say your goal is for someone to read your blog post and then download a free guide.
If they read your blog post but DON’T download your guide, you’ll want to create a retargeting ad to them, encouraging them to come back and download the guide.
Or let’s take it a step further and say they downloaded your guide, but didn’t schedule a consultation (if that was the next step in your mini-sales sequence).
In that case, you’d want to retarget them and encourage them to come back and schedule a consultation.
You also may have email sequences in place from Step 2, that encourage people to take action if they haven’t already.
If not, you’ll want to follow-up with your email subscribers and encourage them to take the next step.
In Step 4, you are simply going after the lowest hanging fruit, scooping them up, and bringing them back to the spot where they left off in your sales sequence.
They are familiar with you now and have already taken a portion of the desired actions you wanted them to take, so you want to push them further along.
Step 5: Continue Providing Value and Monetizing
You’ve done everything right up to this point.
You should be generating new leads and customers.
But still, even with your email and retargeting follow-ups, there will be a large percentage of people that aren’t customers yet.
You want to do a few things here:
- Continue providing value to your leads and customers, through new content and information.
- Continue providing value to your audience of blog readers, who may have not become leads yet, through new blogs/content.
- Continue trying to turn your leads into customers.
- Monetize existing customers in new ways, via cross-sells, up sells, and new product or service offerings.
If you do this right, you’ll build up a huge subscriber base of prospects, leads, and customers who you can communicate with any time you want.
Today may not be the right time for someone to become a customer, but next week might be.
This is why continuing to follow-up and provide value is important.
Take for example a recent promotion I ran…
I offered my subscribers the opportunity to work 1-on-1 with me, getting help with their Facebook campaigns.
Some of these people had been on my email list for a month, some for a week, some for a year.
They may have not been ready to take action then, but they were now:
Notice the amount of replies I got from a simple email, asking people if they wanted some help.
The majority of these people had never purchased a product or service from me, but now they were ready for help.
If I had ignored them and didn’t continue providing value to them over the prior weeks and months, this never would have been possible.
Make sure to do the same thing in your business.
Here’s Proof This Whole Thing Works
So now you the EXACT 5-step blueprint to generate leads and customers consistently with Facebook ads.
But to make sure you fully understand how each step ties together, I want to show you everything I used to generate 113 new leads and 12 new customers over a recent 7 day span.
This blog post and mini-sales sequence has actually generate thousands of leads and hundreds of customers, but I’m showing you a 1 week snapshot.
My total Facebook ad spend over this 7 day span was $280.
Here’s my Step 1 (the piece of content I wrote for my target audience):
Since my business is centered around teaching digital marketers, entrepreneurs, and small businesses how to turn cold traffic into leads and customers, this was a great pre-sell post.
It taught a step-by-step strategy for finding the best people to target with Facebook ads.
People who run Facebook ads want to know how to target people most likely to become leads and customers.
My blog post helps answer that.
Step 2 of the process was setting up my mini-sales sequence.
For me, the mini-sales sequence was sending the reader from my blog post, to a Cheat Sheet download (lead magnet), to a $7 offer.
From there I follow-up with them through email and retargeting for different products and services of mine.
Step 3 was setting up my Facebook ad to lead to the blog post.
In Step 4 I continued following up with people with email and retargeting, based on where they dropped off in my sales sequence.
If someone downloaded my Cheat Sheet, but didn’t purchase my low ticket product, they would receive emails and retargeting ads reminding them to buy the product.
Or if they read my blog post, but didn’t even download the Cheat Sheet, they would see a retargeting ad reminding them to download it.
Finally in Step 5, I continued following up with my custom audiences and subscribers with new content and offers.
In my business, I know people in my target audience are at different stages in their business.
I prepare for that by having multiple ways people can work with me.
I have a membership group that people can join.
I offer one-on-one coaching sessions.
I also offer various courses, workshops, and high end consulting.
This is where most of the money is made using this 5-step blueprint.
It’s nice that I instantly got 12 new paying customers ($84) in revenue.
That means for this particular week, it was costing me around $23 to take someone who had never heard of me, to a paying customer in a matter of 10 minutes.
Even though I’m not breaking even initially on my ad spend, I know I have enough backend programs and offers in place to monetize the 101 people who didn’t become customers right away.
In your follow-up, if you continue building relationships with your subscribers and giving value, you’ll make more than enough money to cover all your ad spend and run a very profitable business.
So now you know the step-by-step process to get new leads and customers with Facebook ads every single week.
Let me also let you in on a little secret…
Your competition isn’t doing this.
Most businesses still try and sell their products and services directly from Facebook ads, without providing any sort of value in advance.
This gives you a huge edge and you need to capitalize on it NOW, by creating entertaining and engaging content for your audience.
Once you do that, you’ll start gaining momentum, and Facebook ads will turn your business into a lead generation and sales machine.
So what do you think?
Have you had success generating affordable leads and sales from Facebook ads?
If not, do you plan to implement this strategy in your business?
Note: Need help generating leads for your own business? Click the box below and let’s talk!