Have you ever considered running Facebook ads to attract clients for your freelance business?
Well if you haven’t before, now there’s a good reason you should.
Facebook very recently rolled out a new advertising feature that has got the paid advertising world buzzing.
It’s called Lead Ads and it allow advertisers to generate targeted email leads without users ever having to leave Facebook.
As a freelancer, you can use this new feature along with Facebook’s laser-like targeting to attract highly relevant prospects for your business.
Today, I want to help you understand the right way for freelancers to approach paid advertising on Facebook, using Lead Ads.
What Are Facebook Lead Ads?
First, what are these new type of ads? Setting up lead magnets (e.g. an ebook, a subscription service or a downloadable guide) on your site is a well-worn process for collecting information from potential customers and clients.
Before Lead Ads, you would have to use Facebook advertising to drive traffic to your website and then convince to give you their information via a form on your landing page.
Lead Ads simplify the lead capture process by allowing marketers to collect information such as name, email, telephone number, in exchange for an offer (the lead magnet), right from within Facebook.
All of this makes the process very simple for both the advertiser and user.
How Lead Ads Work
- Someone in your audience sees the lead ad and clicks on it.
- In the next step the forms are already filled out. Facebook pulls the information from the person’s profile. All they have to do is hit submit.
- Once they hit submit, that information is captured. That information like name, email etc. can be downloaded within your facebook account.
Why is This So Great?
Overall the process is very streamlined. There is no need for an external landing page and there are less steps in the email capture process.
This results in less obstacles for people to sign up and better conversion rates for advertisers.
How to Use Facebook Ads To Generate Freelance Leads
Firstly, understand that when people are on Facebook, they are not there to buy products or services. They are checking status updates from their friends and family or are watching the latest viral video.
Getting a Facebook user’s attention is a competitive sport. Simply throwing an ad up that screams ‘hire me’ isn’t going to cut through.
As a freelancer looking to attract clients via Facebook you want to create a marketing funnel that looks something like this:
1. Create a free offer (lead magnet) that really hits home with your target audience.
2. Advertise this offer through Facebook Lead Ads in exchange for their email.
3. Build a relationship and follow up through a series of emails.
You start the process with Facebook then build a relationship with your audience so you can convince them to hire you down the track.
Creating a Lead Magnet
A lead magnet is an offer that you make in exchange for a prospect’s information (e.g. email address). This can come in the form of a subscription, whitepaper, checklist, cheat sheet, webinar.
There are many types of lead magnets you can create for your offer. But a simple and effective one that I recommend is creating a guide or piece of content and turning that into a downloadable PDF for your prospects.
When creating your piece of content you want to think about your target market carefully.
For example, if you are a social media marketing specialist – are they small business owners who want to start advertising on social media but don’t know where to start?
If you are a web designer – are they ecommerce store operators who want to showcase their products better but don’t know how?
Vague, fluff-filled guides are of no use to anyone. Think about specific problems your target market may have. Then create a solution to that problem in the form of a valuable piece of content.
Some examples :
- 8 Copywriting Tips to Boost Website Conversions
- The Quick Start Guide to Social Media Marketing For Restaurants
- 5 Ecommerce Web Design Mistakes That Are Costing You Money
Remember, you’re not trying to give away all your knowledge for free. Just enough so you provide value. You also want to use the content to demonstrate your knowledge and expertise to prospective clients.
Creating content that is useful for your audience can go a long way to convincing a future client that you are the right person for the job.
Creating Your Facebook Ad.
Once you have your offer ready you want to go ahead and create your advertisement.
Jon Loomer has written a step-by-step article on how to set up lead ads on facebook ads. I suggest you head over there, check it out and follow his detailed instructions to get your campaign up and running.
Who to Target on Facebook.
The success or failure of paid advertising campaigns really comes down to your targeting.
Remember the audience you thought about when creating the lead magnet? Well, now you want to try and find them on Facebook.
But can you really do that via Facebook ads?
Luckily (and creepily) Facebook knows a lot about its users. So with Facebook Ads you can really hone in on your target audience. You have loads of options to target people based off age, gender, location, interests, behaviors and even job titles.
In the example image below, I have set up an audience that includes:
- People Living in Sydney, Australia.
- Are 25 years or older.
- Are interested in ecommerce and entrepreneurship.
- Have listed themselves as small business owners.
This is just an example to show you the potential for using Facebook targeting.
There are almost endless different targeting combinations on Facebook. You just have to get in and play around with the targeting options and create campaigns that reach your audience.
Cost of Facebook Ads
The good thing about Facebook advertising is that it can be very inexpensive run ads. You can create a campaign and have it running with a minimum budget of $1.00 per day. While this might not get you a great deal of leads; the point is that with little investment you can get an advertisement up and running.
Generating Email Leads
Once the campaign has started, if all goes to plan, you should start seeing leads coming into your Facebook account.
From here you want to download these leads and start campaigning through email.
Building a Relationship and Pitching
First things first, send them the offer that you promised in your Facebook Ad. Be sure to send this offer as soon as you can. You can then follow up with additional emails:
- Ask them if they liked the guide/PDF/your offer. Ask if there anything else you could help them with.
- Offer to do a free personalized review of their website/business/ in your particular area of specialization.
- Provide recommendations and make a special offer/proposal for your services.
- Follow up with a special limited time offer.
To Wrap It Up
Facebook is a very powerful advertising platform that allows you to target very specific segments of users.
With the right approach, Facebook ads can be very effective in attracting high quality email leads for freelancers.
Using Lead Ads not only allows you to get in front of your audience but by capturing emails via Facebook, you can start to build valuable relationships with your prospective client base, through email marketing.