The Forgotten Facebook Ads Strategy

0:00i've got something really exciting to share with you today it's not something new in fact it's actually quite old ancient in digital marketing terms and because of all the changes to facebook ads over the past couple of years it's now working really well again it's called the lead magnet strategy and in this video i'm going to show you exactly how it works and how you can use it to get amazing results today [Music] so the easiest way for me to explain how the lead magnet strategy works and how you can use it to get great results for your business i'm going to first demonstrate what the sales funnel

0:30structure looks like and then we're going to talk more about the various elements because that's really important so initially obviously we have our facebook ad being pushed out to cold audiences on facebook and instagram in this case it's a video ad and it's trying to get people to click through to a landing page where they can opt in for our lead magnet in this case we're using the five-part facebook ad template that's what this ad is designed to do if they go ahead and come through this page and then provide just sort of thing you're used to right you provide your name your email address they then get

0:59taken through and given the five-fight facebook ad template they'll be emailed lists they'll also be redirected straight to it in the five part facebook ad template we've got a number of different ads that people can consume useful information for our audience and then there's a call to action at the bottom that encourages people to go through and book a free strategy session which is the step where um someone needs to take to fully become a lead of ours and potentially go on to be a client of our agency services okay that's the most direct route in addition to that we're also obviously people have opted in right so we've got their email

1:30address and provided we've got the right permissions we can email them again to try and convince them to become a lead and sign up for a stretch session and we can also most pertinently to facebook and instagram ads retarget those people on facebook and instagram here i've got another video ad of one i use had to buy dogs at the table it grabbed his attention worked really well as you can probably imagine but it's trying to convince people to book this free strat session now you can swap this out obviously for a product page on your website where people can go ahead and buy you can offer all sorts of

1:58different products and services here at the end but one of the things that one of the reasons why this structure and we're going to talk more about the elements second why doesn't reason why this structure works so well it's working so well now is the extra touch points that you get in very quickly and relatively seamlessly okay now this is something that was done for years people knew about the elite bank strategy and used it all the time but as facebook got more and more sophisticated more facebook advertisers moved to a direct to offer strategy so what that looks like is simply you've got this ad over here on

2:31the left and you're just sending people straight to either become a lead or purchase on the right and as facebook's machine learning process got smarter and smarter they could work out the people that were likely to take that action and these campaigns perform well and we still use direct offer by the way i'm not saying you shouldn't do that anymore but that strategy has gotten less effective as facebook's visibility over the actions that people take and as they're not able to collect as much data anymore so as their visibility is decreased they can't see people doing they have less data facebook's finding it harder to work out

3:03who is going to ju who is willing to jump all the way from step a all the way through to becoming a customer of yours so what we need to do is warm them up and there are various ways of doing that the lead magnet strategy is a great way of doing that we have so many more touch points right we've got the landing page we've got the lead magnet itself which is delivering a lot of value developing that relationship helping convince the prospect that they should be working with us buying from us as opposed to other people we're emailing them we're retargeting them these are lots more

3:32touch points you can get in very quickly often within just a few hours of them interacting with the initial ad but definitely within a few days etc and that extra relationship building that extra nurturing is so so key and that's why with some of the changes to facebook ads and their now limited visibility over their users and the dates they have on people we're needing to to warm them up and this is working really well okay so a really important component of this facebook ad strategy this forgotten facebook ad strategy the lead magnet strategy is the lead magnet itself so i want to quickly run through some

4:06examples some ideas i think you're going to find that really useful might get the juices flowing in terms of what you could create in terms of elite magnet because getting this right is key to having this strategy succeed okay first we'll go through the various types you could create a report or a guide you could create a template like my five part facebook ad template you could have an automated or live webinar we i use webinars all the time as lead magnets so you can check them out in the video description below there'll be at least one link to a webinar you can go ahead and check out quiz or surveys one that

4:34people don't often think about but can fit particularly for a lot of e-commerce businesses resource list have you taken the time to compile a load of information that your users would find useful free trials if you're a software something like that video training another way of doing a report guide but obviously in video format if you can and prefer to do it that way and of course sometimes it's just pricing and sales materials give your email address and we'll tell you how much this costs or we'll send over the information pack on on how this works right so those are the various types that lead magnets will typically

5:03take now let's get into some specifics let's assume we're going to use all different types of businesses here let's assume you're a violin teacher and you you sell courses online or something like that or maybe you sell real life services you could have a lead magnet either in the form of a free guide or video training how to tune your violin in x minutes i would imagine that's something that people who play the violin would be interested in doing hiking boot retailers so company either online or even a physical store that's looking to sell hiking boots you could offer a free quiz as a lead magnet

5:34find out which hiking boots are right for you i buy hiking boots i don't really know the various types what i'm looking for probably don't have the right type so you could have a quiz that asks people are you you know hiking in dry country or wetlands or is it really cold or is it hot and you could have um a quiz that sort of spits out the right answer for that person they're going to find that really useful you're going to develop that relationship and you can function it so that you have to grab their email address in order for them to see the results or something like that you've

6:02probably seen the sort of thing i'm talking about okay let's take an accountancy practice we could have five new accounting requirements for small business owners in 2022 if that's your audience that you want to reach and there have been new rules legislation brought in that's something that people might find really useful that's kind of like a report guide a bit of a checklist sort of thing great that's a great lead magnet people will be really interested in that if you're a health and fitness blog you could have a three minute desk workout to minimize back pain something nice and specific that you know a lot of

6:31your audience potentially suffer with and you can help them out with that could be a great way to um build your email list get them signing up for league magnet to be able to to retarget them let's take the example of a cycling retailer so a business that sells you know bikes and apparel and helmets and water bottles and all that sort of stuff well they though their audiences might be really interested in doing cycling challenges you know cycling from a to b or up mountains or things like that right you could put together a resource list the top 10 cycling challenges to do in a certain location okay a good

7:01example a graphic designer more on a b2b side seven logo design templates for tech startups if your target market is tech startups something like that could work really well templates like that make people feel like um they can save themselves time great lead magnet options here's some other examples let's say you're a martial arts gym specifically brazilian jiu-jitsu something i did for years you could have the ultimate list of brazilian jiu jitsu competitions in x in a certain location having been someone that did brazilian jiu jitsu it was really hard to find out where the competitions were there wasn't good resources online that could be a

7:33great thing if that's who your audience is who you're trying to reach and then finally a wedding photographer what sort of lead magnet could you produce well what do your what's your audience interested in how to prepare your wedding venue for beautiful photos you could have that in a webinar a video training a report or a guide that's going to be super useful for your audience that's exactly what they're going to care about when they're thinking about hiring a wedding photographer so some examples there obviously unlikely that those specific examples are going to work for your business but hopefully that gets you thinking about all the various different

8:03things that you could potentially use as a lead magnet for your business when testing this out so before we move on let's quickly talk about results and what you should be aiming for with a lead magnet campaign that first initial campaign that you're advertising to cold audience to get them to opt in for your lead magnet not the one that you're then going to retarget with here's an example okay so here's an example screenshot from a facebook ad account you can see that in this campaign well series a few different campaigns but in this account we spent just over twenty thousand pounds generated seventeen and a half

8:33thousand leads leads being email opt-ins in this case for a cost per lead of one pound 17 each now that's very good i think that if you can generate a cost per lead with your lead magnet campaign for less than three dollars each whatever happens to be in your local currency you're doing pretty well this is obviously going to vary a lot depending on industry if you're doing this in a b2b space it's often more expensive if you're doing it in say health and fitness where there are tons of potential subscribers you can often get the number cheaper than that but i just wanted to give an example because i

9:04know that's something that people often wonder and want to know hopefully that's helpful now before we talk about another facebook ad strategy that we want to use alongside the lead magnet strategy which is really interesting i want to quickly tell you about my company lead guru which is a specialist facebook and instagram ad agency we create manage and optimize facebook and instagram ad campaigns for our clients with a track record of improving results for the businesses that go on to work with us so if you're interested in that you can book a free call with one of my team members there'll be a link in the video

9:29description below and free no obligation 30-minute call find out more about our business we can find out more about about how you work we do have a 3k per month minimum budget requirement so please only book a call if you have that budget or about to get to that level but if you do we'd love to work with you now in this video we've talked about an old facebook ad strategy that's making a comeback but that doesn't mean you should ignore new facebook ad strategies that are being developed in fact i found a whole new way to advertise on facebook that is delivering fantastic results and

9:57you can see exactly how that new strategy works right here in this video i show you exactly how to implement this new facebook ad strategy i walk you through the entire step-by-step process it's really easy to follow and it's incredibly effective go ahead and check it out