Facebook Lead Generation Campaign with Viral Boost
You can use Facebook to generate a steady flow of leads that are interested in your products and services, using Facebook, its vast user base and the Facebook internal advertising platform.
Most companies try to get traffic from Facebook to their own web site. While that is possible, it is not the most efficient way to do it. A much better way is to create a campaign where the traffic stays on Facebook. This has two advantages:
1. The cost for the traffic is markedly less. Instead of paying $0.70 or so per click, you can sometimes get targeted traffic for $0.05 to $0.35 per click.
2. The more people you drive to your landing page, the more it goes viral. Over time you get more and more free traffic to your landing page.
Overview of Viral Facebook Lead Generation Campaign
Create an advertising campaign on Facebook, targeting the desired decision makers. The ad leads to an internal Facebook page. The user is given a free ebook for “liking” the page. Once the user has “liked” the page, he or she will be presented with the promised download link for the ebook. On the same page the user will also learn, that there is a part 2 of that ebook with some “must have” information. That second part is also free, but the user has to give his name and email and opt in to receive emails.
The “forced” like feature creates additional leads, as these likes will show up on the user’s timeline and all their friends will see what they just “liked”.
The user opts in to receive email updates. The email updates will be designed in a way that the users get more and more familiar with your company and you build trust.
It will be determined whether it is best to ask for the phone number initially or whether that should be asked for down the road through ads or “coupons” in the follow up emails. The “coupon” could be for a free consultation with a consultant a discount or whatever would work in your particular business.
Program steps to set up the Facebook campaign:
- Get familiar with the product and the sales process Time estimate: 10 hours
- Define target audience and main buttons Time estimate: 10 hours
- Create the ebook part 1 and part 2, about 20 to 30 pages each Time estimate: 40 hours
- Create graphics, ebook covers, Facebook graphics, ads Outsource: $1,000 – $2,000
- Set up 3rd party autoresponder account (Aweber.com, $20/mo.) Time estimate: 5 hours
- Create about 10 follow up messages Time estimate: 20 hours
- Create Facebook landing page Time estimate: 10 hours
- Set up Facebook ad campaign Time estimate: 5 hours
- Proofread all copy by 3rd party Outsource: $500 – $1,000
- Optional: Integration with current lead delivery and customer data base Time estimate: TBD
- Run campaign on Facebook and adjust accordingly Time estimate: 5 – 15 hours/ week
The time estimate to set the thing up is about 100 hours, plus about $1,500 – $3,000 in outsourced work.I have written “outsourced” from my point of view, as my company does not specialize in design work.
Once set up, the campaign needs to be funded. It is very difficult to predict how the advertising spend will be per week or per month. I suggest starting with a couple hundred dollars and then evaluating results.
It is also very difficult to predict how many leads a machine like this might spit out and what the cost per lead would be.
The autoresponder sequence and the ebooks are reusable for other online campaigns as well.
