Using Facebook to Generate Leads for Your Business

Facebook Lead Gen

Facebook ads can be highly effective for more than just page likes – did you know you can generate high quality leads using a new feature in Power Editor? That’s right – whether you’re a salon owner, a graphic designer or a plumber, Facebook ads can work for you and help to drive your sales!

My hubby’s family owns a septic business so we run Facebook ads on a regular basis to reach new people. When we reached over 400 page likes I started experimenting with different types of Facebook ads to see what is most effective. We had established an active, engaged audience so I wanted to see what would drive sales.

Using Facebook Ads Manager you can run basic campaigns to increase page likes, increase website clicks or promote an offer or event. Keep in mind – for any campaign, less is more. For a small business spending $100 or less on ads each month, stick to a budget of $5-$10 per day. This will allow you to run ads for a number of days before hitting your budget so you achieve maximum visibility.

Running a basic ad for website clicks I did see a spike when I reviewed our Google Analytics, but I found that using Local Awareness and Lead Generation Campaigns was more effective for creating customers. Both options are available when you use Power Editor to create your campaign. Simply login to Facebook, click on Ads Manager, then at the top menu click on Power Editor. This will open in a new window and allow you to create highly customized ads.

In Power Editor, click on Create Campaign to get started and follow the steps provided. Power Editor makes it simple to schedule your ads ahead of time and now you can save your audience so if your ad is successful you can target those people again! To generate quality leads, choose the Lead Generator option from the “campaign type” drop down. You can then customize your campaign – choose a photo that showcases what you do, add a description that clear and tells people why they should click on your ad, and most importantly, select your lead gen form or create one. This is the form that potential customers will fill out when they click on the call to action button. For the service industry, I suggest using “Get a Quote” as your call to action.  My ad description usually says something like, “Request a quote today and save $5 on your septic pumping! One of our technicians will be in contact within 24 hours.) Notice I was to the point, I offered incentive and I gave instructions.

When a potential customer clicks the “Get a Quote” button, instead of being directed to the business website, the lead gen form pops up. They are prompted to enter their name, email and phone number and answer up to 3 questions. You can customize this any way you like! We use the questions – “How can we help you?” and “What services are you interested in?” Facebook allows you to create multiple choice answers and when a potential customer fills out the form you can download their responses as an Excel file. You can also customize the info you need – we stick to name, phone number and email but you can ask for other demographics like address, age or gender. Not only does this work – it’s effective! Instead of seeing that you got a bunch of clicks to your website or new page likes, the lead gen form collects specific information for you so that you can contact potential customers directly and set up service! Last week we spent about $40 and scheduled over $400 in pumping jobs.

Local Awareness campaigns don’t have the contact form feature, but they allow you to target people who live within your service area. This is another effective type of campaign for small businesses. Using Power Editor, simply select the Local Awareness option and then follow the steps provided. I suggest using this type of ad if you have an event, a sale or you simply want to increase your reach. You can spend as little as $5 per day and see results.

If you have questions about running Facebook ads or you’re not sure where to start – contact me today for a free consultation! Hope this was helpful.

~ Rachel



Boost Your Brand with Summer Sales and Networking Events

Colourful hanging sales tags with optional transparent shadow

Sales are a great way to attract new customers and if you’ve got a local storefront or office building, what better way to let people know about your products or services than to host a sale as part of a local event! Here are some ideas to consider.

  • “Beat the Heat” Sale – Similar to a “beat the clock” sale, start your prices low and raise them back to normal as the day progresses or gets hotter. You could also do a one-day only “beat the heat” sale on a particularly hot weekend this summer and simply discount all products or services.
  • Memorial Day or 4th of July Sale – Discount items of your choosing on either of these major shopping weekends. Use patriotic coupon codes like REDWHITEBLUE or AMERICA. Local businesses, get in the spirit with special discounts on your services, throw in a free miniature American flag with every purchase over $50, have your staff wear red, white or blue etc.
  • “Christmas in July” Sale – This is a fun one! You can put all of your Christmas items or cold-weather clothing on sale to move old inventory. If you’re in the service industry, advertise a special price for your standard services, but only if scheduled or completed on July 25 (or the day of your Christmas in July sale).
  • Host an Event – If you’ve got a local storefront or office but don’t have a major advertising budget, host an event to let people know about your products and services. If you’re part of your local Chamber of Commerce or Business Coalition, offer your parking lot or storefront for the next business mixer, or contact the local blood bank to find out about hosting a blood drive. These are great ways to get potential customers in your doors and it doesn’t cost much on your end. Simply provide snacks, set up a display table etc. You may even be able to find another local business who’s willing to donate food or raffle items. At the end of the day, the money spent is well worth the networking opportunities!

Keep Them Coming Back

go the extra mile

Simple ways to create repeat customers

For small businesses, repeat customers are key. Without a major marketing budget, repeat customers are the best way to generate word of mouth referrals and reach new potential customers.

Whether you run an online business or operate a local storefront, customer service can only get you so far. Nowadays customers expect more than just a friendly face or professional ordering experience – it’s the little things that make the difference.

Here are some simple ways to create a stand out customer experience that’s sure to keep people coming back:

  • Be quick to respond. If someone calls your business for a quote or sends you a message via your online storefront or web contact form, be sure to reply asap. Chances are, if they’ve called or messaged you for information, they may have called or messaged someone else. Be the first to reply, even if you don’t have an answer – let the potential customer know that you got their message and you’re happy to get them more information. Remember that each of these interactions is like a first impression and you want to make a good one.
  • Provide some incentive. Show your customers that you value their loyalty and provide a coupon for their next order or date of service. Whether that’s a physical flier or an online coupon code they receive via email, give them a reason to shop with you again or call you the next time they need your services. (This is also a great way to ask people to like you one Facebook!)
  • Make it personal. Have you ever gone out to eat and noticed your waiter or waitress added a little thank-you note or smiley face to your check? When the service is great, that little extra something is the difference between leaving a five and two singles or a ten dollar bill. Add that “something extra” to your customer’s experience. If they place an online order, add a thank-you note to their package or include a personal message with their automated shipping confirmation.
  • Show that their opinion matters. Show your customers you care about their experience. Ask them to write you a review via your storefront or your business’ Yelp page. Not only are online reviews great for your business, they show your customers you value their input. If you’re on Angie’s List or Google+, customers can also write you reviews there!

When you go the extra mile for your customers, they’ll go the extra mile for your business. People are more likely to tell people about their experiences when they’re a.really really bad (“omg – Never shop at XYZ, they were awful…”) or b. really really great (“Wow! You’ll never believe they even gave me a coupon for next time!). Unfortunately, statistics show that middle of the road experiences just don’t cut it, so try some of these easy ideas today and keep your customers coming back for good.

~ Rachel