How to crack Facebook ads and generate leads for your business

Been running Facebook ads for your business, or are thinking about it? Kat Corbett explains how to generate business leads from the platform.

It’s getting harder and harder to get results using Facebook ads. The platform is volatile and it’s getting more difficult to get people’s attention – it’s also costing more. But it’s not impossible and when you get it right Facebook is super powerful at delivering qualified leads.

If you’ve been running Facebook ads for your business, or are thinking about it, you need to; know your ideal client intimately, consider the customer journey and test everything.

1. Know your ideal client intimately

Success with Facebook ads starts with knowing your ideal client well so you can put the right messages (and image/video) in front of them. Here are some questions to help you understand your perfect client better:

1. What’s the biggest problem your most ideal client has?

2. What keeps your perfect client awake at night (worrying, fearful, anxious)?

3. What are the top three things that frustrate your perfect clients on a daily basis?

4. What is their most urgent, pressing crisis they have to have solved right away?

5.What does your perfect client want more than anything else?

Once you know the answers to these questions you can start to map out the customer journey and test out what kinds of messages they respond to.

2. Consider the customer journey

The customer journey is the process a potential customer goes on to get to know, like and trust you. In real life, the customer journey might be:

1. You meet someone at a networking event.

2. They ask you a question, you give them some advice.

3. They hear through someone else that you offer a great service.

4. They get in touch with you to see if you can help them – you present them with an offer.

5. They accept your offer and become a client.

To be successful online you need to replicate this process. To do this, your sales funnel needs to look something like this:

1. Offer value through a free piece of content or a video (do both for maximum effect).

2. Present your offer to those who engage with you.

3. Show testimonials to those who don’t take you up on your offer straight away.

4. Present your offer again.

There are many ways you can create an online customer journey. The point is if you want to leverage Facebook to generate leads you need to take them on one. You can’t just put out an ad telling people what you do and hope they will walk through the door.

3. Test everything

A hugely important part of running Facebook ads that generate leads lies in testing. Testing can help you determine which messages, images and videos your prospects respond to best. It also helps you optimise your advertising activity and maximise the dollars you spend. A recommended process for testing is to: