It does not matter which industry you are in, you have something to sell. But the most crucial part is…
To take your offer in front of the right audience who are interested in your offer.
In other words, you need to drive relevant traffic from different sources – Facebook, Twitter, Pinterest, Instagram – and other social media sites then build email list, re-target and build relationships with that traffic.
Opportunities are endless…
BUT the FIRST and most CRUCIAL challenge is to know –
How to send the relevant traffic from these sources
And that is what I am going to show you today.
We will use one of the major traffic sources of the world – Facebook.
Download more 4 killer Facebook ad strategies to get the highest ROI. Number 3 will be your “Aha moment !”
Step 1. Identifying Other Relevant Facebook Pages in Your Niche
Just think about this for a second. Who do you think would be the most appropriate audience for your offer?
The answer is simple. They are the people who have expressed interest in similar products before.
How will you identify these people ?
From your peers.
In other words, other pages relevant to your industry. When you know these people have expressed their interest by liking other relevant businesses, that means that they are likely to see your business page or offers too.
With that being said, you now need to identify the Facebook pages of industry blogs, influencers and also some shoulder niches. You want to find pages with lots of likes (50k + likes ideally).
a) Finding the Facebook Page of Industry Blogs
For example, if you are in the travel industry, you would want to see other travel pages or Facebook pages with a lot of likes.
First, go to Google or any search engine and type in keywords like “best travel blogs”.
You will see a huge list of relevant travel blogs, so go through the results and pick the names.
What you would then need to do is do a search on Facebook using their brand name. It will then give you the page name like this:
Repeat this process as many times as possible and gather the page URL.
b) Finding Industry Influencers with Large Facebook Following
Unfortunately, Facebook is not a good place to find industry influencers.
But you can do a little trick here.
Use Followerwonk to find industry influencers then sort the results according to their follower count. Very often than not, you will find their website URLs included in their bio.
For example, Neil Patel is an influencer in digital marketing space.
As you can see, his websites are included in his bio.
Now, all you have to do is do a search using his name or brand names on Facebook to find his Facebook page.
Ideally, you want to make a list of 15-25 Facebook pages to start.
Step 2: Identifying the Perfect Audience Using Audience Insight Tool
Facebook Audience Inside tool is something that will come in handy at this step. The goal is to find the right potential audience for your business.
First, you have to select the country from the sidebar on the left side. But if you want to target a broader audience, there’s no need for you to select a country.
The most important field is the “interest” field. Here, you want to type in the name of the pages you have collected from the previous step.
On the right-hand side, you should see a demographic of this audience.
For example, I entered the name Neil Patel in the interest field:
It tells me that:
- His audience are mostly in the 18-44 age group
- A large percentage of his readers are male (71%)
- The potential reach is around 100k-150k people , which is still very broad.
If you click on the “page like” section, you can see other relevant pages that you can target as well.
So if you find any relevant pages, you can then add it in your interest field.
For this example, I could target pages like:
- Smart passive income with Pat Flynn
- Digital Marketer
- Search Engine Journal
- Jon Loomer Digital etc.
You could also add a country filter as well.
Go to “Location” tab and select “top countries”. In this case, you can see that a large percentage of his readers are from India.
That way, you can further narrow down your audience.
The end goal is to decide:
- Which age group should I target?
- Should I target both male or female?
- Which country should I target?
- Is there enough audience that I can target?
Once you get the answers, it will give you a clearer idea about your target audience.
Step 3: Prepare an Opt-In Bribe/Lead Magnet
Once you know which audience you should target, you can now create a lead magnet targeting this audience.
The goal is to run an ad campaign targeting this audience to opt-in and download your offer. It does not have to be too broad.
To find lead magnet ideas, you could do a couple of things.
a) Use Buzzsumo to Find Popular Contents:
Go to Buzzsumo and type in keywords related to your industry.
It will return all the popular contents related to that topic. Now, your job is to tweak some of those titles and come up with a slightly different version of yours.
For example, on this post, you noticed an opt-in bribe above. What I did is I went to Buzzsumo and typed in “Facebook ad strategy”. This gave me ideas like:
- 8 Experts Share Their Favorite Strategies for Facebook Ads
- 3 Secret Strategies For Startups to Drive Sales through Facebook Ads
- 4 Strategies to Improve Facebook Ads Relevance Score
From these ideas, I came up with a slightly different version of mine:
- 7 effective ad strategies you can adopt to significantly increase your Facebook reach
You see how I did it ? It’s pretty easy.
b) Use Your Existing or Previous Blog Posts:
If you have existing or previous blog posts you can relate to the target audience, use those to drive opt-ins.
Step 4. Run a Facebook Lead Ad
Now that you have prepared the lead magnet, it’s time to set up your ad campaign.
You don’t want to run ads for page likes or website clicks, instead run a “lead ad”.
This allows you to collect users’ email addresses within Facebook. In other words, users don’t have to leave Facebook to opt in for your offer.
In the “audience” section, you want to use the audience data collected from step 1. Go ahead and select the location, age group, gender and interest as per the audience insight data.
For the Neil Patel example, I would select:
- Location : India, United States
- Age : 18 to 44
- Gender : Male
- Detailed Targeting : Neil Patel
Under “ad” section , you’ll find an option to create lead form which is very easy to set up. You can check out Jon loomer’s lead form article for further information.
Now, you can set up anything for an ad budget but I recommend to start small. Run a test campaign for $20 and see how it’s performing and scale up from there.
So, that’s it. Now, you are all set to start your lead generation campaign from Facebook.
What other strategies do you follow? Let us know in the comment section.