Social Media and Lead Generation work together well when every step of the journey performs but when your lead generation campaigns stall – how do you know what’s going wrong or and what you need to change? In this episode Lynsey discusses ways to breakdown and analyse your funnel and what you should test and what you should avoid to maximize your lead generation on social media.

The Episode

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The Transcript

(00:02):

Welcome back to the gospel of social media. So in today’s show, I want to talk more about lead generation and social media and kind of the relationship and just some hot tips about how to actually get this working for you, uh, between the two. So social media and lead generation just work together so beautifully hand in hand, we know that Facebook is absolutely incredible for low cost traffic for getting people into your funnels for getting people into your lead magnets, as well as having its own on, as we call it on Facebook forms, those lead generation adverts themselves, but where are marketers kind of getting some of this stuff wrong? So in today’s episode, I would just want to give you some hits, some tips, some things to consider in your next lead generation campaign. Now generally for service based businesses, this is the ultimate Facebook campaign that we can run.

(00:55):

You know, we know that for service based businesses, quite commonly, the transaction takes place offline. So after some sort of consult or a quote, so getting really good at lead generation for different types of businesses, particularly service based businesses is really quite an essential skill for a marketer because if you’re not working with a service based business generating leads, you’re essentially working in events or e-commerce. So, you know, if you’re on one side and that side of the coin, then Legion is a big, big part of your marketing arsenal that you will need to be able to really drive successfully for clients. So a couple of them, things that go wrong in terms of the lead gen process with lead gen with social media, and I’m going to say this right now, a lot of the time it’s not social media’s fault. So good news, social media, marketers, it’s not you.

(01:43):

So one of the big things that we often see is that when a lead gen campaign, it doesn’t perform, okay. People straightaway assume it’s the Facebook side of things. It’s the advert. Are we going to change the audience? We’ve got to tweak the ad, we’ve got to tweak the targeting, something’s going wrong here. And really what we have to do is take a step back and look at all of the elements of the funnel that we’re working with. Um, and then just really assess each one to find out where there’s a drop in performance or which thing actually needs to be changed. So typically what we like to do with this is we actually use our, we use the analytics inside of ad manager, and we quite simply go into ad manager and customize the columns. So we get a really nice, clear feed to see how our lead gen campaign is performing.

(02:31):

So the things that we want to look at first of all, is the first column. I’d always look at something like the reach, just to see how far the advert is actually going. Like how much of our potential audience size are we actually reaching? What’s our frequency in that looking like, so are we actually getting cut through in terms of our message at all? Like is Facebook even showing our ads? And if so, what kind of opportunity have we had with the audience that we want to target? The next thing I would typically do is look at something like the click through rate of the advert. So I don’t just want to look at the clicks. I want to go something deeper. So if I’m using Facebook, say traffic ads to drive to a landing page for my lead magnet to actually be filled in, then I’m going to be looking at the click through rate.

(03:13):

Now the click through rate is a really important metric because it’s going to tell me how the audience has seen and responded to the advert creative and the offer that I’ve got the copy and stuff in the ad, and actually taken an action to click through. So I want to see what my click through rate is actually like for the advert. And I want to track not clicks after that. Guys. I want to go from that. I then put, my next column has been landing page views. So super important that we’ve actually pixeled up whatever piece of software website form builder that we’re doing. And, you know, 90% of them now guys have the ability to actually add the Facebook pixel and track your landing page as well. Cause this is what’s going to give us the visibility and the feedback as a marketer to really understand what’s been going on with our ads.

(03:53):

So our next go on to look at things like landing page views, um, just to see who’s actually gone, who’s clicked through from my own front, but then taking that time, taking that load time to actually open up the landing page and then, you know, see what’s going on from there. And then when I’m looking at guys, now I can do this in a couple of ways. I want to have a look at what actions then happen on the page. Now this is obviously either the number of leads. So if you’ve got a form on that landing page, which gets filled in, you’re looking for the number of leads. Now, a great way to track this guys is obviously use your Facebook pixel and put a lead or a complete registration, you know, event code on that second page. If you have something like a popup that you’re trying to track, you know, for submitting information, use the codeless events, set up tool and make sure that you tag up the button for the submit of information.

(04:43):

So if somebody is filling in that form and they hit submit, that’s going to then fire the event back to Facebook as a lead or a completed registration. So if you have it that you’re not, if your landing page, when the lead is completed, doesn’t reload that URL and fire an event. The other way to do this guys is on the button clicks. So use your Facebook code, use your pixel code, use that, um, codeless events set up and make sure that you really are tracking all of those aspects of a campaign because where are you going to see no guys as essentially your funnel in action. And it’s going to give you a really good visibility in terms of what’s actually happening with your campaign. Like if you’re not seeing the leads that you expected from your lead gen campaign, where is it going wrong?

(05:26):

Have you not even, you know, hit the right strokes in the auction where you’re actually reaching enough people and getting delivered, or your average getting delivered, but yet there’s not enough click through something in that creative or that hook or that copy is not getting somebody to actually go to your landing page. If they’re going to your landing page and we can see the landing page views, what’s the conversion rate on that site for the number of landing page views to the actual people that who then go through and complete that lead form action. So again, it’s going to be a way for you just to, to use your data and really assess happening with your lead gen campaign. Like, is it working? Is it not? And if it’s not working, which element do I need to tweak because too often we go straight into the audience side of things and go all the targeting’s off target and going to be off of that said and rationally sometimes with campaigns, we have to just look at them and go, do I believe the people who I’ve put into this audience group, much the type of person who should be interested in this offer?

(06:24):

You know, they’ve gotta be in there somewhere. So as long as there is a rational or like there’s some logic behind the targeting that you have, you’ve also got to remember that Facebook is super, super smart and it’s optimization and understanding your audience. If you just give it the opportunity to do so that it’s going to be able to optimize your audience. Even if you haven’t gone super specific, once it starts seeing people interacting, if that offers really strong, Facebook’s going to find your audience out of your target group anyway, like they’re going to be able to do that. So that’s the other question is, you know, do we need to look at the audience nine times out of 10? It’s not, it’s not usually the audience is usually some sort of breakdown that happens. And it’s usually the breakdown that we see is happens between the art and the creative, the offer to the landing page experience.

(07:12):

And this is the next thing to look at. So if you’re seeing that you’re getting decent numbers of landing, you know, you’re getting good click through, you’re getting a decent, you know, load of that landing page yet. You’re not seeing that offer. You’re not seeing people actually take that action. You’ve got to take that step back and look at going okay from what I’ve potentially offered in the advert for what my hook, my creative, everything that advert promises that customer promises to deliver. Are they getting the same sense and build on that expectation so much so that when they land on the landing page, they just have to put their name and their email into that box and get the thing that they want, or has something gone wrong, you know, in that landing page communication, is the offer now really diluted or is it hard to see?

(07:59):

Are they building up any sense of urgency or is there too much information now on the landing page, around the offer and you’re giving it all away kind of upfront and it’s scaring people off. Is it too committal in terms of like, even things goes through review or like the number of forms and fields that you ask people to fill in, generally in Legion, if we’re looking to prequalify people, like if we’re, especially if we’re doing this for service based business where they’re doing lead generation to book appointments, to book services for consults, they’re not just doing this as like a base, like a database building exercise. They’re going to be a lot more kind of picky around who actually submits that lead form. So if that’s the case, that’s okay to expect your conversion rate to be lower, but we’d expect the quality of the lead to be a lot higher.

(08:47):

If we’re finding that the quality of the lead is very low, what we might do and what we’ll often look at with surfaces, this is including the number of fields increasing the number of fields. Pre-questions we ask somebody when we ask them to submit that information. So if we’re just looking to build a database, we want to go as skinny as we can with those forms. We don’t want first name, last name, email you’ll even find a difference in your conversion rates. If you ask somebody for their name and their email or their name, their email, and their phone number, sometimes adding in just that extra step of data where someone’s gonna expect a phone call or an SMS or follow followup that can sometimes be a little bit of a barrier. So if you finding landing pages, not converting, try taking off the phone number, if it’s not as essential to your database building, obviously it’s better for targeting if we’ve got it, but if that’s not working, maybe there’s something going on there, particularly in really cold audiences, you know, about that phone number, being a bit of a deterrent or, you know, take out some of the forms of the fields.

(09:45):

If we’re looking at increasing the lead quality, it’s definitely something that we want to, you know, even having some pre-qualifying fields in there, you know, drop downs and price expectations and things like that. Because for a lot of service based businesses, the volume of the lead, if the person isn’t already kind of going through some prequalification steps, having a high volume of highly unqualified leads actually becomes detrimental to the business because it takes them so much time to weed out, you know, the, the tire kickers and the people who are interested in their service that it’s actually taking time, their sales team’s time away from actual beneficial, you know, good, solid quality conversations with great prospects. So just by tweaking and what we do in terms of the form on the landing page can have a big impact on terms of those conversion rates. So those are things to sort of watch out for looking at, you know, is my ad promising them, you know, a 40 page download of something.

(10:41):

And then when they get to the landing page, does that messaging not come straight across? Like, are they having to search for that is the landing page causing friction in the experience as to why we’re not seeing that, you know, progress like throat. So those are all big things. Yeah. So sort of look out for, in terms of the Facebook side, the campaigns, just to kind of a quick one as well with look with eBooks landing pages with, you know, lead generation, especially when we’re sort of more in that kind of top of funnel, sort of just database building stuff where we’re typically going out with like a, like a lead magnet of some sort. We’re not generally trying to book somebody in for a service or a consult, we’re going out with like a white paper or a swipe file or something like that.

(11:26):

My, my advice on this one guys is don’t spend too long on the actual development of that material or that resource. Um, I’ve seen this happen a couple of times, we’ve made this mistake as well, where we’ve spent, you know, hours and hours, hours, or days at sometimes, you know, creating this beautiful PDF and this amazing, you know, 20 page document and it’s going to be great and it just doesn’t land. It doesn’t resonate with the audience and we’ve wasted that time making something that looks, you know, super nice, but it’s just not going to be successful for us as a lead magnet. So I would always say, go out and just test like your test, your advert test, your lead magnets, test, how you, you term them, how you describe them. If it’s a swipe file, can you call it a cheat sheet? Can you call it a planner?

(12:09):

Can you call it a free guide? You know, can you rename, or can you re badge things to see if you get a better click through rate from that? And when you find something that’s really starting to resonate with your audience and it’s really delivering those leads for you, that’s when you might want to go back and add it up that resource and make sure it’s really schmick and really shiny when somebody downloads it. But good enough is good enough to test with when it comes to lead magnets, because you could spend so much time on something that doesn’t resonate with your audience. And if you’re in this sort of, as I say, if you’re in a database building exercise, if it’s all very new, if it’s very kind of top of funnel stuff that you’re just trying to build this list or launch a new business or launching a new service, or, you know, really kind of do that kind of top, that kind of talk to me and kind of funnel stuff you, you’ve got to go in with like a real testing attitude and not be too kind of like we’ve got one offer, one lead magnet, one ebook, one funnel, one page you’ve got to test out a lot of different elements until you find what resonates with your audience.

(13:07):

So don’t spend a fortune perfecting something until you can see it’s got legs and it’s actually going to work for you. And then in terms of the last thing I want to talk about guys is the terms of the actual lead magnet, because this again is something that is, Oh, it’s, the consumers are getting so smart. And I think this is something marketers have to realize the pace of change in our industry. Isn’t just driven by the demands of, and you know, the, the technologies and the platforms and the software and the AI that’s available to us. It’s also highly driven by how quickly our consumers adapt and get smarter and wiser and more informed and have different expectations of us. So let me give you this example, years ago, we would see a lot of like people were selling PDF guides and downloads, like being able to sell eBooks and PDF guides and downloads, and then the ebook and the PDF guide, the download became cheaper and then it became a free resource.

(14:09):

And then it became something that was no longer as valuable as wanted. So the, you know, the lead magnet, the PDF ebook then became a case study and the case study was richer and more detail and not exclusive content. And then that kind of didn’t work as well. And then it became, you know, things like templates and swipe files and downloadable, tangible action, things are working very well now. So we’ve kind of got to follow the trends of what our clients will actually want from us. And what’s actually valuable and useful. I keep seeing a lot of people trying to do things like I’m going to give you three chapters of my book book. Hmm, nice. Maybe if I’m super involved with you as a brand, and I really resonate with you as a brand already, or you as an author already getting the first three chapters of your book as a lead magnet that is going to motivate me to, you know, to sign up.

(15:04):

But if this is super cold, if you’re a new brand, if you’re still building this database, if you don’t really have that resonance with your audience yet offering me three chapters of your book, it’s not really gonna help me cause I’m not really invested in you yet. However, if you can give me something of value that’s going to help me, you know, like a download or a checklist or these kinds of things, I’m far more likely to actually want to commit to that. And maybe once I’ve got you downloading your checklist and you know, I’ve signed up, listen to your podcast and things, maybe then at that sort of warmer sort of ends of sort of funnels. That’s maybe when I’m going to be interested in, you know, reading the first three chapters of your book, but really getting savvy about what is going to move the needle for our consumer, because consumers are getting smarter and they are getting, having higher expectations.

(15:52):

And they’re also a lot more guarded about giving out their information. Like we are bombarded with requests to give our emails. Every website, every time we land on a, every website we land on, we’ve got a pop up, we’ve got a request. I went to buy shampoo the other day. And in the store I was asked for my email address so that they could email me my receipt and put me on their loyalty database. Like this happens so much that consumers are becoming really sensitive to actually giving out their email, um, that we have to be like, we have to match that. We have to earn that trust and match it with value and a lead magnet in order to get that trust back from them and get the email and continue from that. And then obviously after that goes, there’s a whole other episode, which we will do very soon.

(16:37):

You, which is all about, you know, how do we follow up that conversation and nurture that email. But those are just kind of some of the touch points. These are things I’ve been seen cropping up over the last couple of weeks that, you know, lead gen and social, they work hand in hand together. They really are such a powerful it’s one of the most powerful ways. I think every business can be using their social media run awareness, lead generation tops, if you sell online amazing, but definitely building up your database, building up that owned audience that you can hold on to. So just getting savvy about using your data to, you know, check your actual, you know, leads and how that’s actually translating. If you’re using traffic to a landing page, if you’re using on-page lead forms. Totally cool as well, but just kind of check how you’re qualifying people, looking for the drops or the, you know, the loopholes are where people are falling out of your funnel, or it’s just not working for you.

(17:29):

Um, and being prepared that that might not always be social. Sometimes a lot of that is around the landing page, offer the experience, the actual, how juicy the lead magnet itself is, you know, is it something that’s really gonna drive value? Is it something that customers are excited about or that they’re so all they’ve got to have it that they’re to give you their email address. And as I say, that is getting harder and harder to do so test and test and test and test. All right, guys, I’m going to leave it there for you today as always send me a PM or a DM. If you’ve got questions, comments, or feedback about this episode, I will be back talking to you next time.

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