3 Steps to More Efficient List Building
3 Steps to More Efficient List Building2018-01-112018-03-07http://flowlight.co/wp-content/uploads/2017/08/flowlight-horiz-black-logo600.pngFlowlighthttp://flowlight.co/wp-content/uploads/2018/01/list-building.png200px200px
Educating cold traffic with Engaging Blog Posts
There are steps that lead generation is built on, but it’s not nearly as complex as people make it out to be. Social Lead Generation is all about understanding your target user and adapting to their needs.
You can do this in a few waves of experimentation:
Step 1 – Discover what content type they prefer
Does your target audience like to read or do they prefer to watch a video? If they like blog posts, what blog post topics speak to them? Do they want something short and punchy like a listicle, or do they want a long and detailed examination? Perhaps you’re in real estate and you’re trying to generate leads for your funnel, but how do you draw in users who are currently in the market for a home?
Well, you’re going to have to test for this. Regardless of how well you think you know your audience, only testing will tell you, so save some time.
Focus your efforts on generating content variations instead of putting all of your eggs in one basket and spending hours on a single “mega” article, video, podcast, etc.
Step 2 – Find out who your customers really are
Try the following exercise: create a few customer personas, but focus on the customer’s pain points. Identify the overall pain points that apply to all personas regardless of age, gender, and other demographic data.
Create 5-10 pieces of content around this pain point, addressing it from different angles. This should be a wide spray where you try different media (from blog posts to video). Really, the only other type of content you can generate are podcasts and webinars – you can turn webinars into podcasts by extracting only the audio – but blogs and videos are more widely and easily consumed as a first touch.
Step 3 – Hone the content and amplify
There are two elements to a successful Facebook blog post campaign:
- The Facebook Ad
- The On-Site Content
There are plenty of elements to the anatomy of a Facebook ad: copy and creative, mainly. These should be tested for and can even be tested simultaneously for the sake of efficiency with ad spend.
The purpose of the ad, however, is not to explain or sell the idea, but rather entice the user to click off Facebook to a piece of content that does this.
Keep in mind that your window on a Facebook Ad is limited to a few lines of a copy and an image. Video content extends your time, but not by much — users have an attention span of about 15-60 seconds, so you have to hook, entertain and be concise.
We’ve found a lot of success with blog post campaigns since users are pooled into a general website re–marketing bucket including organic traffic. It generally takes more time to find the right content and targeting match when you’re promoting with video.
Retargeting website traffic to drive warm users to a lead magnet
This part is incredibly easy. We simply set up a website custom audience targeting anyone who’s visited the site in the last 7-180 days (we break this out into different segments based on weekly-monthly traffic volume).
Then, send them down the next stage in the funnel. Facebook will learn based on the droves of data they have and optimize for the users in that segment who are most likely to convert to leads.
This is the same method that we’ve used to reduce CPLs by 300% for clients. We’ve also been able to scale our campaigns, driving leads below $0.50 just through curating and experimenting with content variations at each stage of this two-stage funnel.
Optimizing lead generation through content diversity
In order to optimize and maintain successful campaigns, you have to refresh ad content. If the content is evergreen, you can get away with using the same on-site blog posts and simply cycling in refreshed ad content. If it gets to a point where your frequency is spiking and negative feedback starts to roll in, change the creative and Facebook will start a new learning phase, tapping into another demographic of users who respond to the new image.
Another word of advice to prevent frequency burnout is running an exclusion, omitting users who have already clicked through to the blog URL. This way Facebook is only pulling new users.