Before you even open Facebook Ads Manager to place you first Ad, you need to be prepared to make the campaign successful.
There are four assets you need before you start your first Facebook Ads campaign if you want to see results.
To entice a Facebook user to click your ad you need a lead magnet. A lead magnet is something you offer a someone in exchange for their contact details. You could use a video, ebook, cheatsheet or webinar as a lead magnet.
It is essential to capture their contact details on Facebook so that you can control the relationship. Otherwise, Facebook will always control how you interact with your prospects, but once you have their email address, you can contact them on your terms.
Next, you will need a landing page to house the lead magnet. A landing page is a page on your website someone will go to when they click the Facebook Ad. On this page, you need to have a capture form where a user can enter their details to download the lead magnet.
There are many ways to optimise a landing page to encourage people to submit their details including:
- Remove the menu and footer from the page as these just distract the user from sending the details
- Have only one thing a user can do on the page which is for the user to submit their details in exchange for the download. Don’t confuse them with other offers. The more options someone has will reduce the chance they submit their details
Marketing Automation App
Once a user submits their contact details, you need to store them somewhere. The best place is a marketing automation app like Mailchimp, Active Campaign or Infusionsoft. These apps are easy to integrate with your landing page builder and also provide the functionality to email your new prospect in a manual or automated way.
Finally, you need a plan. What are you going to do with these leads once you collect them? Most businesses don’t have a rock solid follow-up process for Facebook, and because of this, they don’t see the results they desire.
I want to encourage you to be prepared before you run your next Facebook Ads campaign. Make sure you have the tools to be successful. Have a purpose and a plan to get what you want out of the campaign. A great first step is to generate leads, but you need the tools to be successful.
Let me know in the comments below what tools you use and what your goals are when you run Facebook Ads campaigns.