Facebook Lead Generation: How to Develop a System That Works
– Lead generation. We know it's important,
but it's hard to know what strategy is right for your business, admits this sea of gurus and
funnels being taught out there. You need a strategy that
fits your unique business, and your customers, and your offer. That's exactly what I'm
gonna show you today. (light music) In this video, I'm gonna
show you how to create a custom lead generation
strategy for your business. And at the end of the video, I will show you an advanced strategy for leveraging your custom audience. Now your goal with a
lead generation strategy is to get a lot of qualified leads. One of the most common
mistakes that I see people make is they see somebody who taught a specific lead generation strategy, and then they go try and
replicate that exact strategy for their business without
taking into consideration that that person's audience was completely different than theirs. So my first recommendation is that you don't follow a template. Think of your customer journey and your lead generation
strategy as an experience.
What is the experience
that my potential customer needs to have in order to
become a paying customer? There are a couple of
questions to ask yourself. One, would my audience
participate in this? Would they come to my live webinar? Would they actually
participate in my challenge? Would they watch my video series? The second thing to take
into consideration is, does this attract my buyers? For example, if you take someone through a lead generation strategy of a challenge, and there is five days,
and all these steps, and all of this information, at the end of it you're going
to have overwhelmed people, and they most likely won't be ready or willing to buy your offer.
So your lead generation strategy has to very strategically set people up to become your buyer. That means you have to think through what are the things they need to know? What are the things I
can do to get them ready? I recommend actually
interviewing your ideal customer. Your goal as an
entrepreneur, as a marketer, should be to know your ideal customer better than they know themselves. So you can create that experience, you can create that
messaging that attracts them better than any other company out there. Some things to take
into consideration are, are they beginning business owners? Do they have a lot of time? Are they willing to trade time for money? Are they more advanced business owners? How do you solve their number
one problem, their struggle within your lead generation strategy? If you're targeting consumers, they often need extra touch points to be able to trust your
brand enough to buy from you.
So work those into your
lead generation strategy. That could look like some
extra videos that you have before your webinar. That could look like
showcasing testimonials, or authority building content
within your lead generation. This is also where tying
in your brand awareness with your lead generation
can be very impactful. And I have a whole other video about how to do that and
how to set those ads up.
Before I get into the next tip, do me a favor and hit the like button, it really helps the channel out. Another detail to look at is how much nurturing needs to happen before you actually sell your offer. For example, if you're
trying to sell clients into a very high-end service, you might need a lot of
nurturing, a lot of touch points. They might need to see a video of yours, and then sign up for a webinar, and then be in an email sequence, and then be pitched your offer.
Or if you're selling a
low price digital product for $300 or less, they might
not need very many touch points before they will become a buyer. So determining how many steps are in your lead generation strategy should be dependent on how
much nurturing your lead needs, which is dependent on
how much your offer is, how much of a barrier to
entry it is to buy that offer. The reason I'm putting so much emphasis on that experience you're creating and taking into
consideration your audience is because it doesn't matter
how much warm audience you have how much crazy strategic
targeting you're doing. If this foundation is not
in place, nothing will work. There are a couple of core
lead generation strategies that almost always work. But within them, you can create details and customizations for your audience. One of them is webinars. Webinars are great for
selling digital products ranging from $300 to $2,000. They're also great for getting
applications and sales calls, if you sell a high ticket
service or product.
It used to be done in person. Now we can do online webinars. It's a great way to bring leads in, have them build a relationship with you, and then pitch them your offer. However, details like
how long that webinar is, what the topic of that webinar is, should be customized to your audience. If you target really busy moms, they're not going to sit
through a 90 minute webinar. But if you target a business
owner who wants a lot of detail they might sit through
a 90 minute webinar. If you're getting traffic to a website, or have people watching your videos, or engaging with your social
media, you have a warm audience that you can actually target
in your lead generation. I created a whole video on how to set up ads
to grow that audience, which you can reference below. But I'm gonna now show you
how to create that audience in Facebook so you can then target them to your lead generation strategy. Within your ads manager,
you'll come over here, and click this Business Tools button.
From there, you'll scroll down
and you'll select Audiences. Once you're on the audience page, you'll press Create
Audience, Custom Audience. Now this gives you
several different options. The main ones I'm gonna
focus on are website, video, Instagram account, and Facebook page. We're gonna select Video. And from there, we'll press Next, and select the content type. You have many different options here of the length of video you want to create this audience from. People who viewed three seconds, all the way to 95% of your videos. I recommend doing at
least 25% of your videos, because anybody who watched less than that is not really as engaged
and quality of an audience. Once you select that you'll choose videos.
You can either choose one video or all the videos on your Facebook page. I recommend having an audience of all of your content videos on Facebook who've watched 25%. You can also have specific videos. So let's say you do one specific,
really good Facebook Live. You put budget behind it, then you can create an audience, that's the people who watched 25% or more of that specific video. Once you have this pulled
up, you can come through, and it'll show all your
Facebook page videos and you are able to
select which ones you want to put in this audience. You'll select the video and press Confirm. The next piece is the retention. That's the number of days
you want Facebook to go back and pull the audience. The maximum you can do is 365 days. I typically leave it at that, because that is a valuable audience.
Then you name your
audience, and press create. Facebook will then generate
and populate that audience. It usually takes a few
hours to fully populate. And once it does, you'll be
able to see that audience size. Now, I recommend getting that audience up to at least 1,000 in size before using it as a retargeted ad. The smaller the audience, the faster you'll spend that budget, and the ad will become ineffective. If your audience is below 1000 in size, you can increase the size of that audience by getting more views on those videos or video that you just selected. Another quality audience
is your website audience, and you can get very creative
and strategic with this. You can either do an audience of anybody who's visited your website, or you can do specific pages such as your podcast or your blog.
When you go to create this audience, you'll be able to select how recent they went to your website. I recommend actually having an audience who visited your website
in the last 180 days, as well as the last 30
days, or even 14 days, if you have a lot of traffic, because that will be a
very hot targeted audience of people who just went to your website and now you can show them a strategic ad. Once you create these warm audiences, you'll have warm audiences to pull from, as well as cold traffic audiences. I recommend having both
and spending about 80% of your budget on cold traffic
for your lead generation, and that 20%, depending on
the size to your warm traffic. Once you've determined your
lead generation experience, and what offer you actually
want to send people to, to the next step is to
determine what audiences you're going to target to
that lead generation strategy. If you want to build a funnel with me, click on this playlist, where
I'm gonna walk you through every step of creating
the ads, and the strategy, and the exact process I've used to generate over 105
million in revenue to date with my clients.
Or click on this video that
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