Lead generation is not a new concept, and you may already know that it is essential for measuring the success of a business. Generating customers who can turn into prospects is a way of making money for your organization. What are the right strategies to attract those leads?
First, let us know what a lead is? Leads are customers who have shown a desire in your service or product. There are many different ways through which leads can come. Here we will focus on one of those leads generation channels.
With the emergence of social media channels, it has become easier for companies to carry on their marketing strategies that help in generating leads. One such social media channel is Facebook, where you can run many different strategies to generate new leads for your business.
How Do You Attract Leads through Facebook Advertising Strategies?
If your company is looking to generate leads, then there are chances that you have received high quotations for getting qualified leads. Did you know that Facebook Ads is a very successful way of lead generation with minimal cost?
(Source : Google Images)
The main aim of Facebook Ads is to ensure that people who come to your website spend a minimum amount of time there. You will need attractive strategies to grab their attention and make sure that they convert to potential customers.
Did you know that only 1% of the people who come to your website do convert? The rest 99% either do not view your ads or don’t like it, leaving your website for another. Hence, it is quite clear that attracting leads is not an easy feat and needs careful consideration and planning.
Even if your organization has no budget, you can simply start with strategies for remarketing ads on your website. You need not invest immediately on any aggressive strategies and can easily save them for a later stage.
In this module, we will learn about the different Facebook Ads strategies that you can adopt for your organization. Understanding these strategies is the most important step in building a well-thought marketing plan for lead generation.
Understanding the Advertising Funnel Model
You may have heard about the Advertising Funnel Model that is used by companies as an essential marketing strategy. But if this is your first time hearing about it, then let’s first understand what the marketing funnel is all about.
The marketing funnel has typically three layers. The top-most layer is attention, the second layer is Discover, and the last layer is Consider. So let’s study in detail about the three layers of the marketing funnel.
The first thing to learn when you are using the marketing funnel for forming strategies is that it works well on warm audiences. Warm audiences are the ones who have an idea about your website and have visited it. They are either engaged with your website or have knowledge about the same.
In case you do not have warm audiences, you need to start turning cold audiences into warm ones. Without a group of warm audience, you will not be able to successfully use the marketing funnel to remarket ads.
The top-most layer of the marketing funnel, which is attention, is used to provide education to your audience about the existence of your agency. The audience is drawn towards your agency through the use of commercial videos.
In this stage, you should not try to convert the leads, but instead, give them information about your agency. Form videos that provide knowledge about your staff, teams, process, and even testimonials from your clients.
Always remember that trying to convert the audience into leads in this stage will not be successful most of the time. This is because the majority of the audience in this stage is just getting to know about your agency. They may have visited your website for the first time. These audiences will need time to trust your agency so that they can convert into potential customers.
Once you have successfully garnered the interest of the audience, you can move on to the second layer of the funnel, which is discover. In this layer, you take the help of strategies that will push the audience to become potential customers.
Here you use macro as well as micro-conversion techniques on the audience. Macro conversions are those which will ultimately result in a purchase. These are strategies that your agency would adopt to ensure that the audience comes to your website and ends up buying your product or service.
On the other hand, micro conversions are small steps that you will have to take to reach the macro conversions. You slowly lead the audience towards their purchase decisions with the help of successful micro conversions. Micro conversions can include webinars, newsletters, emails, etc.
The last and final stage of the marketing funnel is consider. Audiences who are in this stage already know a great deal about your agency and what you offer. They have a basic level of trust in you. You can plunge into hardcore marketing strategies to make sure that the customers make the purchasing decision.
Once you reach this stage, there is no turning back. You need to create a positive buying experience for the buyer so that they come back to your website again and again.
Using Facebook Ads Funnel for Lead Generation
The marketing funnel, or in this case, the Facebook Ads funnel is used to target different users with the help of different ads at each stage of the funnel. One thing to keep in mind is that the audience will not be interested in your agency with just one advertisement.
To gain trust in your agency, you need to keep exposing them to different sides of your services and your agency. You need to increase their temptation so that they make the final buying decision.
When on Facebook, a person’s main objective is to connect with their friends and family and not to buy your product. So when your advertisement comes in between their scrolling process, it is an interruption for them.
So you need to create a strong advertisement strategy which will be able to grab their attention and, in turn, tempt them to visit your website. Here you will have to follow the three steps of the funnel slowly before you push for that conversion.
What is Value Mapping?
Value Mapping is an essential part of understanding and forming strong customer relations. A very simple exercise, value mapping will help you understand the problems that are faced by the customers and provide solutions for the same.
As an agency, you need to ensure that you can determine the pain points of your audience. Based on the size of your agency, you will be exposed to different kinds of personas. Each of these personas will have different types of problems, and the intensity for each of these issues will also be different.
Understand Your Agency
The first step to a successful value mapping is to understand the capability of your agency. Before you try to determine your customer’s pain points and provide them with solutions, you need to ensure that you have the means to do so.
Without determining whether you are capable of providing the right solutions, you can create dissatisfaction within the minds of customers. Once the customers share their issues with you, all that matters to them is a solution. They will not understand your capabilities or limitations.
Hence, you need to make sure that you have a trained team that is capable of handling different kinds of problems handed over to them by the customer. For example, if a customer complains of having a lack of staff in their organization, then your agency must be capable of providing in-house staff for their work.
Once you understand your capabilities, you can now reach out to your customers. Keep track of the different issues faced by the audience. Analyze the problem they are facing and reflect on them to find the best possible solution.
Understand the factors that are causing this issue. Determining the limitations of these factors will help you to come up with a strong solution.
For each problem that the audience mentions, you will have to come up with a good solution. You need to ensure that the solution you provide is effective and is in favor of the audience.
Let’s say an audience complains about the lack of knowledge in their team about a certain topic. As an agency, you will have to come up with a solution that will aim towards increasing the knowledge level of the team. You will have to start training sessions and provide them with information about the topic that they lack knowledge in.
Therefore, the exercise of value mapping needs proper strategies that will help the audience. Slowly you will be able to build a strong relationship with the audience. You will also have to maintain your level of performance and find ways through which you can increase your capabilities.
With time, as your agencies grow, you will be faced with many complex situations that will require you to grow your knowledge base. Monitor your team and establish newer strategies that would be helpful for you in value mapping.
Cold Audience Campaigns with Facebook Ads
Facebook advertising is a very powerful advertising tool if you know how to use it to your benefit. As we have already learned, forming a marketing strategy with the help of the advertising funnel will do wonders for your agency. Here we will learn how to use the advertising funnel to target the cold audiences through Facebook ads.
There are three levels of audiences, namely – cold, warm, and hot. The people who are your customers or buyers are the hot audience. You need to establish campaign strategies targeting each of these audience temperatures. But the one that you need to start from is the cold audiences.
What we have already learned is how to generate leads by remarketing ads. Though it is a very cost-effective process, you should not overlook the new audiences in this scenario. Cold audiences are those people who are still unaware of your agency and have no idea about your existence. To gain their attention is a challenge that needs proper strategy formation.
Find New Audiences with Facebook Ads
Facebook ads consist of content that needs to be attractive and attention-grabbing. You need to remember that cold audiences have no idea who you are or what services you provide. This is the first time that may have seen your advertisement while scrolling through their feed.
(Source : Google Images)
Moreover, they may be watching hundreds of such advertisements throughout the day. So why would they stop to view yours? You need to ensure that your video ad is unique and engaging so that they either view at least 25% of it or the whole ad.
You need to be very creative in building your content and target the audience based on which layer they are of the marketing funnel. To bring new customers to the top-most layer of the funnel, you need to turn the cold audience into a warm audience.
Creating a Target Audience
Before you launch your Facebook ad, you need to establish a target audience and plan the content accordingly. Your target audience can be selected based on demographic, psychographic, need-based, job titles, or behavioral factors.
If you are creating Facebook ads for your agency, then you can keep the target audience open. However, for a specific campaign, you need to create content that is favorable to your selected target audience. The topic on which the Facebook ads are created should be for that particular audience and not for everyone.
For example, your agency is starting a campaign to target fitness enthusiasts. Hence your target audience will consist of both male and female audiences between the age group of, let’s say, 18 to 40 years old.
You already know that this group of audience will be more inclined towards content that focuses on sustainable and nutritious food options. Blogs or videos that state the different ways to lead a healthy lifestyle will also be preferred by them.
Now that you have your target audience, you need to focus on forming content that would immediately get their attention.
Content Creation for Target Audience
This is a very crucial part of your Facebook Ads leads generation strategy. Since your target audience has no information about your agency, the first thing that you need to know is to make them aware of the same. So, the content that you create for your cold audience will be to inform or educate them about your agency.
The advertisement should be informative, entertaining, educational, or even argumentative. Though you can write blog content, the more appealing advertisement would be video content. You can put in lively visuals, and they are also better at wooing your audience.
The target customers may not take out time to read your blog, but they can surely devote three to four minutes of their time watching your video. The video ad should be focused on one topic that would seek the interest of the target audience.
For Facebook Ads, you need to maintain short and crisp content. When you are putting up content on YouTube, then you can go for bigger videos. However, for social media sites such as Facebook, Instagram, and LinkedIn, you can upload short three to four-minute promotional videos.
Remember that these adverts are only used as a promotional strategy. Once the audience shows an interest in your service, they will automatically watch your more in-depth videos or blogs.
The content that you create need not always be focused on the service that your agency provides. You can keep it more industry or audience-oriented.
Create Your Niche
Any content you create should be based on the preferences of the audience. Do not go all over the place and create a niche for yourself. You will be able to create a huge impact on the audience only if you know what your audience is searching for.
For example, if your niche is health-related topics, then you need to stay on that track and cover topics from the health industry. The content should be original and of high quality. Do not just cram in information into your video advertisements.
You can create long content and break them up into shorter videos to use as Facebook ads. Create eye-catching captions that will force the audience to look through your advertisement. You need to give advice or offer something to the audience from which they can benefit.
Creating a niche does not mean that you cannot divert to other topics. But remember not to confuse the audience with the services that you provide. You need to remain focused on the kinds of solutions that you wish to provide to your target audience. Moreover, the advertisement content will differ from one target audience to another.
Content Creation Process for Top Funnel
To ensure that you offer only the best content to your audience, you need to follow a proper process. No matter who your target audience is and what content you are building, following this process, all the time would help you in maintaining a disciple when it comes to content creation.
1. Form Ideas
You need to list out certain ideas that you could work upon. Do not just focus on one topic when you are planning to launch Facebook ads organically. Build two or more content ideas so that you can know which works better with the audience.
2. Build Your Content
Once you have listed down your ideas, the next process now is to film or build that content. If you are creating a video, then make sure that you have your set ready. Try to create videos with a representative so that the audience could connect to a person. Just building videos with animations, pictures, or text will not do the trick. If you or any other member of the agency is good at communicating, then they should be the face of the agency.
3. Edit the Content
After you are done filming the content, you need to edit it according to your plan. You can add texts, animations, and pictures to make the video more engaging. If your content is a blog, podcast, etc. then you can edit them accordingly. In this stage, you need to proofread your content and get rid of all errors.
4. Publish the Content
The completed advertisement now needs to be published on social media sites. The best thing would be to publish three to four videos at once. You can monitor the views of the videos after a day or two. By checking the views and reactions to the content, you will be able to decipher which one is most liked by the audience.
5. Promote the Most Liked Content
The video or blog that has the most likes and views is the one that you need to promote. This does not mean that the other contents are not of use. You will need to promote all your contents one after another. But the right way is to access the likes and dislikes of the audience.
If your audience prefers one of your content ideas at the moment, then that is the one you should promote. Viewing that particular content will help you to generate leads for your agency. As more and more people view your advertisement on Facebook, they will gain knowledge about your agency.
Once you can grab the attention of your audience, you can use other content ideas to slowly take them to the second layer of the funnel. You need to keep hammering on the minds of the cold audience to gain their trust.
Keep following this process so that you can provide them with content that would be able to bring them to your website. As you focus more on your target audiences, you can turn them into consumers of your agencies’ services or products.
Facebook Ads Campaign Strategies for Top Funnel
Advertising Funnel plays a major role in forming Facebook Ads strategies. To capture the interest of the audience, you must pay equal attention to each of the layers of the funnel. But the most important layer is the top-most one.
If you can successfully retain your audiences in this stage, then it would be much easier to guide them through the second and the last layer. We have already covered the different layers of the marketing funnel and how they contribute to the overall lead generation process.
Here we will learn about the specific strategies that we need to adopt in each layer of the marketing funnel.
Optimizing the Top of the Marketing Funnel
The top of the funnel is used to reach a large section of your audience, both known and unknown. If you can hone an exceptional marketing strategy in this stage, then you have done most of the lead generation work here itself.
The way that people view your brand has changed, and so has the effectiveness of certain marketing strategies. These days you have to focus on hard data to attract the audience. And this hard data needs to be used at the top of the funnel for effective results.
To connect with the right kind of audience, you will have to create high-quality content that can target different buying personas. The main objective at this stage of the funnel is to target the largest possible audience.
You can do this only if you create content that aligns with their needs. Moreover, you need to make them understand that you, as an agency, are ready to attend to their needs. To optimize the marketing funnel, you need to lay a very strong foundation in the top layer itself.
You can use different kinds of content to create awareness among the audience. However, the most effective form of content is said to be video advertisements. It has been seen that people can connect more with your agency if they can visualize the services that you provide.
The content you create is this stage is not designed for conversions but for conversations about topics that the audience cares about. You have to measure the engagement level of the audience and monitor the kind of people that are attracted to the advertisements. You also need to see if the attracted people are aligning with the kind of personas that you have envisioned.
Evolving From Traditional Marketing Practices
The earlier tools used for the top of the funnel marketing campaigns were expensive. This is why most agencies focused directly on conversion than on creating awareness about their brand. While this method worked for some agencies, others were not able to get the desired result.
With the evolution in technology, there have been changes in traditional marketing practices as well. Today you can engage your audience and make them aware of your brand at half the cost. Even agencies that have a smaller budget can think about performing well at the top of the funnel.
The challenge today is not the budget but remaining up to date with the latest developments in the industry. Even content intelligence is changing every day, and the kind of content that worked yesterday may not derive the same results today.
The key to effectively get results from the top of the funnel is to know the audience. In the ever-evolving market, your audience is simply not interested in content that does not align with their needs.
Today we cannot push our services to the audience, but it goes the other way around. The only way we can get the audience interested in our agency is by developing content that they wish to consume. This is why the investment needs to be made on audience analysis and on any other marketing tool.
Tips to Create Effective Commercial Facebook Video Ads
When an audience watches your video for just 10 seconds, Facebook counts it as a view. It is a known fact that people will not view your complete video if they are not able to connect with it in the first few seconds. So you need your video to be short and crisp.
Attract Audience Early
Try to make videos that are not more than 90 seconds. Any Facebook Ad longer than this time frame would be monotonous and left midway by the audience. To make the videos more engaging, you can add visuals to it. Make sure that you pack information about your brand in the earlier part of the video. If this is your first time using this marketing strategy, then you can opt for smaller videos of 15 to 20 seconds.
Add Text to the Video
Facebook ads have an auto-play feature, which means the advertisement will automatically appear on the news feed of the audience and will start playing without having to expand the video. But the downside to this feature is that the audio will not be heard until the video is expanded.
The video starts playing on mute, so you need to ensure that you can deliver your message even without the audio. For this, you need to rely on texts as well as visuals instead of just sound.
It is a must that you add captions or subtitles to your video. This way, the audience can read the subtitles and understand your message even if they are not in a position to listen to the audio.
Use Applications to Edit the Video
(Source : Google Images)
The most important of a well-presented video ad is its editing. You cannot just compile information and show it to the audience. There needs to be a proper flow, and the editing needs to be professional.
You can change the face of a mediocre video by adding visual imagery, texts, music, and other things. Even if you do not have the budget to hire a professional editor, you can find many applications online.
They are very easy to use and will have options for different kinds of layers and effects. Use them appropriately so that the video is of professional quality.
Use an Attractive Thumbnail
Thumbnail is the picture that the audience will be able to see before they play your video. This may not seem as important, but that is completely wrong. Choosing the right thumbnail can create a huge difference. When you upload your video on Facebook, you will be given options to choose an image from the ad as your thumbnail.
You need to choose an image that you feel will drive the customers to open your video. Also, make sure that the video is formatted in 1:1 square format so that it is compatible with all devices.
Use Real-Life Visuals
Since you are targeting cold audiences, you will need to include content that will help the customers gain trust in you. Hence, use images or visuals that are connected to your agency. It can be something as simple as the logo of your agency.
If you have client testimonial footage, then do not forget to add them to your advertisements. The audience will trust the words of the customers more than they would trust yours. You can also include visuals of your office space, employees, any press coverage if available, etc.
Copywriting Tricks for Commercial Facebook Ads
To create a profitable Facebook Ad, you need to add all the necessary ingredients properly. In addition to proper editing and visualization, the main aspect of the video is its copywriting. Without the right copy, even attractive visuals will not be able to do the work.
Understand the Audience
No advertisement strategy will be successful if you are unable to determine the needs of your audience. Hence, this is the first step of any advertising campaign that you build. There must be hundreds of agencies that provide the same services that you do. But you need to specifically determine what the audience wants and offer the same.
Focus On Their Emotions
The need for the audience will emerge from certain pain points that they have. So when we say that an agency has to understand their audience, it only means that you have to find out their pain points.
The pain points will generally be something that they are unable to get from any other agency. Hence your goal would be to focus on the emotions of the audience and generate ideas that would touch those emotions.
Create Mobile-Optimized Captions
In earlier days, people had to focus on creating content that can be viewed on the desktop. However, with the emergence of mobile technology, people spend most of their time surfing social media on their mobile phones.
So you need to write captions or headlines that are suitable for the mobile view. Short captions are the hype these days so that people can understand the base message in just a few words.
Build Powerful Stories
When you are trying to create awareness about your brand, stories can be very compelling. You can inform the audience about the reason for starting the agency. You can also bring customer stories into light and how they have benefitted from them.
Be specific in your stories so that they sound real. Do not be vague about a client. Share their experiences in the first person, as if the client is taking the story. Or you need to specifically say “this is why I started the agency.”
Keep It Simple
Do not make your Ad copy complex. People do not have the time or interest to go through complex sentences or structures. Create a proper content flow and include short and simple but meaningful sentences.
Expose them to enough information that they are aware of what your agency does. Also, keep them wanting more so that they feel inclined to again view your ad if they see it again. Since you are not pushing for conversions in the top funnel, you will not have to include a call to action message in your Ad.
One thing you should never forget is to mention your USP. Do not just straightaway mention, “we do this best.” Make sure you hide your USP tactically in the message.
Generating Leads through Webinars
Webinar is a video presentation that is hosted by an agency to share knowledge about their work, services, and products. Webinars can be both live and pre-recorded. Though live webinars are much more engaging, if you want to use pre-recorded webinars, then they would have to be much more creative.
You can host a webinar for many different reasons, such as to present your products and services, to capture leads, or even show your expertise on a particular topic. No matter what your reason is for hosting a webinar, you need to be very aware of the kind of content that you are sharing with the audience.
The process of hosting a pre-recorded webinar is as follows:
- Create and film the webinar
- Edit the video
- Create your landing page
- Set up an email account specifically for the webinar
- Create mini ads to promote the webinar
- Test the success rate of the webinar
How to Build a Successful Webinar?
A good webinar would be able to inspire your audience and motivate them to gain trust in your agency. Webinars are good options to target the audience when they have good knowledge of your agency. This is why this marketing strategy is generally adopted in the second level of the funnel.
Select the Topic
Whether you want to go live or pre-record your webinar, the first thing that you have to decide is the topic. Remember that you cannot just build a webinar for any random topic. If your target is just to generate lead with the help of your webinar, then you might fail to do so.
On the other hand, if you consider the needs of the audience while building your webinar content, then you will go a long way. Avoid choosing generic content for your webinar. Instead, choose a topic that would appeal to the audience and very specifically showcases the services that you can offer for the same.
Though selecting a good content is the very first step of building a successful webinar, it is not the only one. There are many other aspects that need equal attention.
Plan a Proper Script
No matter how experienced you are in hosting a webinar, you need to have a proper script. If this is your first time, then not having a structured script will be a complete disaster for you. The script of the webinar would hold certain pointers, as mentioned below:
1. Context of the Webinar
The first thing that you will have to note down is the main context of the webinar. Here you write a one-liner about what information you will be imparting through your webinar.
2. The Topic
Next, you will specifically write down the topic of your webinar. Choose something of significance to your target audience.
This is just for your information regarding how you will prepare the setting for your webinar. Will you be sitting on a stool or a chair? Will there be a desk in front of you? Or will you be standing the whole time? You will also have to note down where your cameras will be positioned.
4. Title of the Webinar
This will be the headline of the webinar. Make it short and to the point. The headline should be able to define what you will be demonstrating in the webinar.
5. Target Engagement
The worst way to start a webinar is by introducing your agency. When the target audience views your webinar, they are more interested in the solution you are offering than they are in your agency.
Therefore, to engage your target audience, you will have to divulge directly into the problem that you will be providing a solution to. Make it interesting through stories as well as case studies.
You can also provide a summary of the solutions that you will elaborately discuss at the later stage of the webinar.
6. Webinar Agenda and Speaker Introduction
Once you have the attention of your target audience, give them a detailed explanation of what you will be covering in your webinar. You need to be engaging here as well so that the target audience gains interest in what you have to offer.
In this stage, you can also briefly introduce yourself or whoever the speaker is. Make sure you do not go into a full-fledged agency description as it can be boring for the audience.
7. Present the Solution
For the rest of the video, you need to properly provide solutions to the problems that you have mentioned before. Make sure that you are clear and easily understandable. Do not use complex sentences or vocabulary.
8. Offer Your Services
You need to be very tactical in your approach to providing your services. They must be valuable for the target audience and should also be unique in a way. Your service should align with the solution that you have provided.
The last portion of the webinar should be a call for action. Lead it in such a way that the audience is hooked on your service. Your webinar should be designed properly that the audience is compelled to click on the link that leads to your website.
Filming the Webinar
Once you have written the script, you need to film the webinar professionally. The best thing about a pre-recorded webinar is that you can edit the mistakes. Use a good microphone that has good sound quality.
Also, make sure that you show the face of the speaker for the majority of the webinar. The speaker should also have a very strong personality. You can use different screen capture tools for the webinar.
After you have filmed the video, edit it properly. The video should be visually appealing to the audience. Get rid of any fumbling like ‘umms’ and pauses that may have been done by the speaker.
Build a Strong Landing Page
A webinar is a great strategy for building audience and lead generation. However, before you hoist the webinar, you need to get your target audience. One of the best ways to do this is through a strong landing page.
Landing pages are stand-alone pages where the customer will land after they have clicked on your Facebook Ad. Once the customer clicks on your ad, they have automatically reached the second level of the marketing funnel. So you need a high-quality landing page to keep the audience hooked and push them to view your webinar.
Create a Good Headline
Most people will just read your headline to get an idea of what you are providing. They might not even read the rest of the content on the landing page. Hence, your headline should entice the audience to read the rest of the content on the landing page.
Body of the Page
You can focus more on video content here to describe what you will be offering through the webinar. Make sure that the video is very short, maybe a maximum of one minute. In this one minute, you need to define the problem and why they should watch your webinar.
Below the short video, you can put bullets points showing the topics that would be covered in your webinar. Even if the audience does not watch your video, they can get an idea of what you are offering from the bullet points.
Call to Action Link
The call to action link on your landing page is where the actual conversions occur. Make sure that the call to action button is the brightest one on the landing page. Be creative about what you write on the button. Write words like Save my Seat or Book my Spot and place it below the short video.
When the audience clicks on the call to action button, they should be diverted to the registration form. Do not make the form complex and ask for too many details. Remember that you are not making a sale. Just ask for your name, phone number, and email address.
Make sure that the registration form is compatible with all devices. You can also provide them with the provision to save the time and date of the webinar to a calendar.
Thank You Page
After the audience has entered their information and registered a seat for your webinar, they will be redirected to a thank you page. This thank you page is again as a short call to action page where you will provide a summary of what they will expect from the video.
Here also, you can add a short video where you thank them for booking a spot in your webinar. Do not make this a selling page as the audience may not find it appealing or may not watch your webinar at all. Your main goal at this stage is to ensure that the audience views your webinar.
Do not just let the audience be once they have registered for your webinar. Give them a reminder email where you provide the link to your webinar. Without this, the audience may not view your webinar at all.
(Source : Google Images)
At the end of your webinar, make sure that you have a review or consult button. This will help the audience reach you with their problems after watching your webinar. The whole point of this marketing strategy is to gain leads.
Hence this review or consult schedule should have a proper format. When they click on the scheduling button, redirect them to a form where they need to put their details as well as the problem that they are facing.
Ask necessary questions that will help you understand their issue and thereby provide them with a satisfactory solution. Give them the option to choose a time and date according to their comfort.
Creating Email Follow-Ups
Getting people to register for your webinar is not the final step. More than half of those audiences may forget to watch your webinar if they are not reminded of the same. Also, after they have finished watching your webinar, you need to push them to purchase your services.
How will you do this? The simplest way to remind people and generate leads is through an automated email sequence. The first half of the email sequence will ensure that the people who have registered for the webinar watch it.
(Source : https://www.activecampaign.com/)
The next half of the email sequence will target the customer and motivate them to become your customers. For this, you can use any email platform such as MailChimp or ActiveCampaign.
Pre-Webinar Email Sequence
This is the first sequence of emails that you will send the audience before they have watched your webinar. This sequence will mostly consist of three to five emails.
The first email that will be sent to the audience will be a reminder. This will be sent maybe one day after they have confirmed their registration.
The second email will also be a reminder email, which will be delivered a few days after.
You can construct the third email as a value proposition email for people who may have forgotten what your webinar offers. This email will contain bullet points about the problems that will be addressed in your webinar.
The fourth email will be to instate urgency among the audience. Write messages such as ‘few days left to view the webinar.’ People who need your webinar will be motivated to watch it through this urgency email.
The last email will be a final call to the audience. Even though you may not remove the webinar, you will have to create such an environment for the audience.
Post-Webinar Email Sequence
Though there is no proper order for this email sequence, the main aim is to conduct a follow-up as well as push for conversion. This can be set of five to ten emails consisting of different sales content.
However, you need to address the audience in such a way that they do not get irritated with your email. The emails could consist of case studies or stories about your customer’s experiences.
Some of the emails could contain an overview of the services that you offer, along with stories about your agency. However, you should start this email sequence by inviting the audience to join your social media channels or any community that you may have.
Also, send them an email about any future webinars you may host, which aligns with their current needs. You have to make sure you get at least half of the audience to seek consultation or purchase your services.
Form a proper structure for these email sequences. They should not look like a sales pitch but should be able to keep the interest of the audience awake. That is why you should schedule the emails at proper intervals. Getting daily emails can be a nuisance for the audience.
Setting Up Ads for the Webinar Funnel
After you are done building your webinar, creating your landing page, and the email sequence, you now need to create strong ads to divert traffic to your webinar. This is one of the most important sections of the webinar funnel. Without proper advertisements, people will not know about your webinar.
These ads will contain attractive pointers, which will reflect on the topic of your webinar. You should also mention whether the webinar is live or pre-recorded one. Many people try to pass on a recorded webinar as a live one to get people to attend them immediately. However, this breaks the trust of the audience even before it has formed.
Advertisements to send the target audience to your landing page needs to be short and eye-catching. You can include visuals or gifs along with including the pain points in the ads. Make sure that you write short sentences. Do not include too much text, and it is always better to use bullets.
Create a script for the advertisement, the same way you did for your webinar. Build good content and remember that this advertisement would only be for a few seconds. In such a short amount of time, you need to include content which will drive the audience to click on the landing page link.
Like for any other ad idea, you can use customer stories for Facebook Ads as well. Create at least two to three ads for your webinar traffic diversion. This way, you will be able to target more people than you would with just one.
Facebook Ads Campaign for Bottom Funnel
This is the last and final stage of the marketing funnel and is solely dedicated to conversions. The audiences at this level of the funnel are warm audiences who have proper knowledge about your agency and what you do.
They have also attended your webinars and may even have thought of booking consultations or purchasing your services. The ads strategies at this stage would surely be a call for action. You need to create video ads where you talk to the audience about purchasing your services.
The ads that you set up here will have a direct link to your service page. Keep the video engaging as well as entertaining. Make sure that the audience does not find the video to be a push sale. Form it in such a way that they become eager to use your service.