Building a Brand on FacebookFacebook leads, from a paid advertising standpoint, has the most comprehensive data out of any social media platform. You want engaging content that doesn’t directly pitch, but you still need to move prospects towards their goal (even if they’re only subconsciously aware when they’re scrolling through their news feed). Though more indirect, you still want a call-to-action statement that is actionable and succinct. As we break down two different Facebook ads, we’ll assess 3 key points for paid ads: 1-Provide relevant calls to action in your content: Your call to action should relate to the core benefit of your content. Focus on satisfying users with quality, relevant content; if possible, make sure they’re actually in the market for the products you’re selling. Once they opt-in, your and landing page should illustrate your professional brand and clearly connect back to your call to action. 2-Validate your Facebook posts: Make it clear why you want prospects to opt in, and phrase or word calls to a action in a “light”, non-pushy way. Also, when asking fans to opt in for a free product, especially an information product, offering a free webinar or content preview is a great option, because you effectively link a registration process that helps validate the actual opt-in. 3-Landing pages should be consistent with your posts: Is your copy consistent with your landing page? The opt in should bring prospects to a page with similar body copy, succinct bullet points, and a friendly and professional call to action.
Example A – Get 10,000 Fans by Brian Moran1 -Brian’s headline is succinct and clearly mentions hosting a live master class. There’s a clear call to action (“click here to join me…”) that directs and provides a link, and the link and call to action connect back to the headline of the post. 2-When you click on the link, you’re taken to a registration page (above) that gives prospects the opportunity to interact (“register my spot now”). The page mentions limited seats, but the call to action is very non-pushy; instead, the “limited seating” proposition seems to up the value proposition of the content. 3-The landing page has the same headline (or a very similar version) to that on Brian’s original ad. Notice that there’s also similar body copy (text and layout) on the landing page. The webinar topic is clear, including a specific date and time. The call to action (to register, join Brian live) – is also very similar and basically an extension of his original Facebook post.
Example B – Hillary Clinton’s Facebook PageYes, Hillary Clinton is not an internet marketer by trade, but the dialogue of social media is applicable (in basic best practices) to all business pages (and personal pages too, for that matter). 1-Hillary offers a clear call to action (“get your free sticker today”), but there’s no obvious clink of clear direction on where to sign up. I assume if I click on the headline I’ll be directed to register, but the lack of visual clarity might turn some people off. 2-The landing page (above) is certainly not validating the “free bumper sticker” call to action, in fact I don’t see anything about the sticker. Connecting the call to action between an ad and landing page is a standard best practice across platforms and once that’s missing in this case. 3-Hillary’s Facebook ad post design is somewhat consistent with the landing page (inverted colors, some similar text), but it lacks consistency in images and content. She’s also immediately trying to get donations, rather than deliver on the original offer of the bumper sticker. This is likely to cause some confusion with fans. Another standard best practice is to to limit the number of options that you give a prospect. A better move would have been to offer clear registration for the bumper sticker, and to then ask for a donation once a person has registered. If you found the above tutorial helpful, be sure to stay tuned in for part 2 and 3 of the social media lead generation series on the CLVboost blog over the next couple of weeks! ]]>
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