Special Announcement: This is the second post in the four-part series How to Create Successful Facebook Ad Campaigns – tips, techniques and strategies to grow your business with Facebook. To read all of the posts in this series, click here.
A Quick Review
Last week the power of Facebook marketing was revealed: Don’t sell directly on Facebook; but use Facebook as a way to attract the right people – the right prospects – to your product or service so they can better understand the value you provide.
This strategy is accomplished by offering something for free – a giveaway so relevant, desirable and value-packed that it will hard for someone to resist it such as an eBook, a recorded webinar or an invitation to a live event.
After deciding on your free giveaway, the next step is to have the right tools in place so you can convert Facebook Fans into prospects.
Understanding Prospect Conversion Workflow
Before picking up the first tool, the best place to start is to understand the conversion workflow – meaning how a Facebook user becomes your prospect. Here’s how it works:
A landing page is designed to capture your visitors’ attention by providing information specific to their needs – like your free giveaway offer. Unlike your home page, where the purpose is to inform, the primary goal of a landing page is to convert site visitors into prospects and then to customers, members or subscribers.
Question: So, what makes a good landing page? Answer: One that makes visitors want to learn more about your free giveaway, product or service and, hopefully, provide their name and email so you have the opportunity to keep in touch.
Here are the essentials to follow when creating a landing page:
Need some landing page design inspiration? Click here to see 15 great landing page examples.
Automated Email Follow-Up
By creating an email automation workflow, provided by a solutions provider such as MailChimp, you have the ability to stay connected with your prospects. After visiting your landing page and submitting their name and email address, you can now put the prospect into your email automation workflow, which is a series of emails sent in two- or three-day intervals:
Putting It All Together
Now that you have decided on your free giveaway offer, created a landing page as a way for people to request your offer, and have an automated email series ready to go that will help convert the prospects into customers, you are ready to create your first Facebook ad.
This is an four-part roll-up-your-sleeves-and-get-ready-to learn-series. Each how-to post is intended to give you specific actions so you can use Facebook to grow your business beginning today. Here’s what you can expect to learn over the next several weeks.
Need Facebook Marketing training right now? Please contact us to schedule a free consultation.