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This course is designed to simplify the best practices of Lead Generation using Facebook Ads, so you can understand how to reach and engage your audience and improve your chances of getting a positive reaction to your Facebook advertising campaigns.
Understand the art of Facebook ads & lead generation using proven, simple and effective techniques.
Knowing how to create effective landing pages is an essential element of online lead generation.
In the course you will learn how to avoid 'fishing' for your customers and instead, create targeted and relevant Facebook ads. We'll also examine the elements that make up a high converting landing page onlione. You'll hear from Digital Marketing experts, as well as benefiting from real life case studies.
From understanding the basics, through to learning simple techniques, you will leave this course ready to engage potential customers on Facebook and convince them to leave you their personal details.
I designed this course to offer you an easy to follow, comprehensive guide to lead generation using Facebook ads. Lead generation and Facebook advertising are two topics that can be made complicated very quickly. This is why I have prepared slide presentations with a running commentary, so you can enjoy the visuals and explanations that go with them.I hope you enjoy learning the basics, and I look forward to connecting with students who have any requirements or questions.
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Certificate of completion.
|Section 1: Introduction|
Welcome To The CoursePreview
Why do we spend time getting to know people in real life? Why should we behave the same way when we sell online?
Once you've decided to generate customer leads, you need to consider what it is you can offer in exchange for someone's email address.
In this lecture we'll cover off some examples of what you can use as a 'lead magnet' to tempt your potential customers into handing over their personal details to you. There will be an example of how to avoid being too generic, and instead drilling down and getting ultra specific in order to improve your chances of obtaining a highly qualified lead.
|Section 2: Understand Your Audience & Stay Relevant|
Knowing your audience means understanding who they are and what they need from you.
Understand why properly researching your ideal customer can help you to create the best and most relevant Facebook ads that will increase the chances of a response.
|Your options for defining an audience by their interests have changed in the last year. In the early days of interests targeting, the interests you could choose were limited and usually on a high level, but now you're able to drill down into specific niche areas.|
|If you treat every potential customer as though they are essentially the same person, your Facebook ads are doomed to fail. Let's explore further and discuss the importance of recognising that your customers fall into all kinds of different categories. The good news is, Facebook is aware of this and we're able to drill down and target users in all kinds of ways.|
|Find out how Isabel reacted to a laundry detergent ad on Facebook and what the brand could have done to actually encourage her to become a real life customer. All it would have taken was a little more time and effort from the brand instead of just blasting out a generic message.|
|Learn about the phenomenon known as 'banner blindness' and why this is resulting in businesses throwing their money away by failing to understand the need to create carefully planned and targeted Facebook advertising for their customers and potential customers.|
|Section 3: Some Basic Advice For Your Facebook Ads|
Creating A Solid Facebook Ad Design
|Think about how quickly Facebook users scroll through their news feed. You need something to make them stop and engage..A great visual is far more likely to grab your target audience than plain text. Let's explore some of the basic principles of strong visuals within Facebook ads.|
What are value propositions and why should you bother including them within your Facebook ads?
|Section 4: Copywriting For Facebook Ads|
What Are You Offering Your Reader?
10 Quick Tips For Your Facebook Ad Headline
Test 5-Foot Benefits vs 5-Mile Benefits
How To Write Your Facebook Ad Text
|Section 5: Facebook Targeting Options|
|Facebook expert Amy Porterfield is a huge advocate of targeting other Facebook pages. Find out why this simple method is so effective and what questions you should be asking yourself to select the best pages.|
|One of the most basic ways of targeting potential customers on Facebook is by their 'interests'. After all, we find it hard to ignore ads that are focused on something we're genuinely interested in. In this lecture,we'll look at two very simple examples of targeting a potential customer via their interests.|
|In its infancy, advertising professionals claimed Facebook was a fun place to hang out but had no real commercial value or any potential forconsumer insight. However, in 2013 Facebook starting partnering with data brokers such as Datalogix, and the way in which businesses could target customers on Facebook completely changed.|
|It's easier to sell to current customers than to look for new ones, and using Facebook 'custom' audiences can help strengthen your existing connections. If you have a customer list or data from your site, such as purchaser email addresses, you're ready to get started. Facebook will compare your data with theirs to help you find the customers you already know, for some targeted and relevant ad opportunities.|
Learn some very basic techniques to using Facebook custom audiences, including retargeting website visitors who leave without making a purchase and encouraging your most loyal customers into referring a friend.
|Understand how you can find more people who look like your current customers, visitors to your website or Page fans. Using Lookalike audiences is a great way of uncovering brand new customers who share the same online behaviours as your existing customers.|
|Find out how Banana Republic received a nearly four times return on its ad spend than other display advertising channels by using 'lookalike' audiences.|
|Life events offer Facebook users the opportunity to tell their story and share it with their friends. Life events also offer businesses the chance to target potential customers.|
|Section 6: Creating Your Landing Page|
|It's easy to become distracted with all the different elements that come into play when you start creating your landing page(s). Always remind yourself of the one key outcome that you're looking for.|
There's no quicker recipe for landing page failure, than when you try and get a potential customer to do more than one thing. Let's look at examples using a few established online marketing experts.
Let's understand what the anatomy of a landing page means, and how it can have an impact on whether a potential customer decides to leave their personal details or exit without taking action.
A quick understanding of why 'credibility' matters both online and offline. What would happen if you were looking for advice on writing, would you ask me or Stephen King?
|From media logos to accreditations and social followers, there are multiple ways to demonstrate to potential customers that you and your brand are worth trusting. Explore some of the different tactics that can be used to build trust when creating your landing page.|
Discover the simple use of directional cues to gently encourage (persuade) someone to give up their personal details such as name, email address and phone number.
Learn how making a little extra effort can position you ahead of your competition.
Thinking about using the usual 'Submit' on your call to action button? Think again. In this lecture we'll explore why it's important to be creative with your call to action buttons and how it makes a difference when it comes to winning new customers or chasing people away from what you have to offer.
|Section 7: Facebook Lead Ads|
What Are Facebook Lead Ads?
Ways To Use Facebook Lead Ads
Do You Have A Lead Magnet?
Getting Started With Your Facebook Lead Ad
Adding A Context Card
When Context Cards Work - TheSkimm
Organising Your Lead Form
Reach Customers On Desktop Or Mobile
|Section 8: Facebook Carousel Ads|
|Some inspiration for using Carousel Ads, even if you have just one product available to sell.|
See how retailer Bourbon & Boots use Carousel ads to sell their seasonal range.
A real life Facebook case study explaining how Wayfair used Facebook's Carousel Ads.
|When the social games company ran tests to understand the value of carousel ads for Candy Crush Soda Saga, it made a sweet discovery: the new format was significantly increasing game installs, at a lower cost.|
The music streaming service teamed up with Marin Software on a series of carousel ads to encourage people to install its mobile app, cutting account signup costs by 50% and installation costs by 60%.
The Turkish fashion retailer tripled its return on investment by using carousel ads to showcase its amazing product range to exactly the right audience.
I'm the founder of the small business podcast 'Breaking Biz' which delivers weekly episodes to over 10,000 subscribers.
My professional background lies in advertising and marketing where I specialised in Digital Media, helping clients with their overall strategy and digital output to increase revenue, customer satisfaction and brand awareness.
Since setting up Breaking Biz, I've interviewed over 150 international entrepreneurs and have packaged up the hours of conversation into an easily digestible format. It's thanks to this new professional network that I've been able to become a full time consultant.
You can sometimes find me travelling around Europe, or (slowly) developing new shows here in London.
I hope you enjoy my courses, and I look forward to hearing your feedback.