We discussed last week the ins and outs of Facebook Pixel and how you can use it within your small business, but we’re going to dive deeper into Facebook’s newest kind of ad: Facebook Lead ads.
Facebook Lead ads are what I imagine are just the start of user-friendly ads that are simply to use as well as relatively easy to make as an advertiser.
Facebook Lead ads could change the way you advertise on Facebook, getting you even more subscribers, event attendees, or hot leads, so let’s jump right in.
Facebook Lead ads are one of the newest ad types offered through Facebook (as of March 2016 when this post was written) and could change the way you do business.
Simply put, Facebook Lead ads make it super easy for people to sign up for your email newsletter, events, or product information without ever having to leave Facebook.
Obviously, this is a benefit to Facebook because it keeps people on the Facebook platform longer, but it also can benefit you as a small business.
Here is an example of what a Facebook Lead ad can look like:
The image on the left shows what a Facebook Lead ad looks like when someone is scrolling through their newsfeed. The center image shows what pops up if you clicked the “get quote” button in the first image. The image on the right shows an additional question this particular advertiser wanted to ask its audience.
This process is made seamless so a user never has to leave the Facebook app. The name and email information is even auto-populated, pulling information from the user’s contact information they have on their personal Facebook profile.
Most likely, your audience is on Facebook. Why not reach out to them where they are already spending time by using a Facebook Lead ad?
You can make your Lead ads as simple as asking for name and email (what I would suggest if you’re goal is more email subscribers) or you can ask for further information to get more details about the person, depending on what you’re end goal is.This blog post takes you step-by-step, explaining exactly what Facebook Lead ads are & how YOU can use them Click To Tweet
You will first start with creating a new campaign. (I’m sure this goes without saying but just in case, you must have a Facebook page for your business to be able to do Lead ads. Okay, onto the next step). Don’t worry about creating the Lead form yet, you can do that later in the process.
So, you start with creating a campaign. I find the easiest way is to create a campaign within Power Editor.
1. Log into Power Editor, click “Create campaign” in the top left.
2. Enter the name of your new campaign, then select “Lead Generation.”
3. You will then be creating a new ad set and new ads for your form. Only worry about creating one ad right now, you can go back and add more later.
4. Next up, you will input the normal information you would for an ad set: Choosing an audience, placement of ad (mobile and/or desktop), budget, start date/end date, etc.
5. After that information is complete, you will then input the creative pieces of your ad: text, headline, display URL, image, call to action button.
Now, you can finally create your Lead form!
Under the creative portion (screenshot above), you will see “create new form.”
Once you select “new form” you will then be prompted to enter the name of your new form.
Then, you will be able to input what information you want to gather from your audience.
Then your form is created! Yahoo! You made it to the end.
The most popular way I have seen small businesses use Facebook Lead ads is to grow their email list. For one, you only have to ask two questions for your audience to fill out: 1) Name and 2) Email. Both of these items will auto-populate into a form, making it only two clicks for someone to be signed up on your email list.
If you’re asking for someone’s email though, you need to be giving them something valuable in return. Boring old newsletters will not cut it in this day and age.
Offer something that only you can offer your fans and make it extremely valuable for them. State the benefits the will receive from signing up for your email list (an emotional connection) rather than the features.
Accessing lead ad sign ups
Alright, so you posted up your lead ad and the sign-ups are rolling in. Where do you access this information?
1. Log into your Facebook page
2. Click on “publishing tools” at the top
3. Click on “Lead Ads Forms” on the left hand side
4. Your lead ad information should pop up on the right side of the screen. From there, you can download the information as an excel file.
Whew, and we’re done! Please let me know if you have any additional questions or if you try out Lead ads for your business, I’d love to hear the results!
One thing you can always count on is that social media is always changing. It never stays the same. As we learn more about the digital world and what it can do, social media will continue to evolve, that is certain.
A somewhat recent change is the Facebook pixel. Previously (before October 2015), there were two different pixels:
It was rather confusing for marketers (and even moreso confusing for non-marketers!) because you could easily get confused between the two.
Now, Facebook has come out with a new and improved pixel, simply called “Facebook pixel.” You can now use the Facebook pixel in place of using the conversion pixel and the custom audience pixel.
Here is a table explaining the differences between the three pixels. As you will see, Facebook pixel has all of the features the previous two pixels had.
One thing to note is that Facebook will be removing the conversion tracking pixel in the second half of 2016 (which is soon, how crazy!), so it’s best to start transitioning over to the new Facebook pixel now so you can start to get used to it.
Now it’s time to get into the meat of this post!
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The Facebook pixel is a piece of code that you place in the backend of your website (don’t worry, I’ll show you how to do that later in the post) that enables you to track, optimize, and build audiences for your Facebook advertising campaigns.
To get the piece of code for YOUR business, you will need to have a Facebook page for your business. Then, follow these instructions:
3. Next, click on “Tools”
4. Then, “Pixels.”
5. Once you click on Pixels, you will have several options. The two that are most used is “view pixel code” and “email pixel code.”
Selecting “view pixel code” looks like this at the top:
This is the Facebook pixel code I mentioned at the beginning of this post. If you have a tech background, you may already understand where on your website you should place this code to set it up properly.
If you don’t have a tech background, no worries, there are ways to make it easier to implement. I’ll get to that.
This also pops up when you select “view pixel code”:
For simplicity sake, we won’t go into much detail about these additional tracking codes in this post. BUT. Know that these tracking codes are super informative and helpful for your business. We will talk about them in more detail in a future post. Let’s first get a handle on the general Facebook pixel.
Selecting “email pixel” has this pop up:
This option simply gives you the ability to email yourself (or a web developer if you have one) your Facebook pixel code. This is the exact same code if you were to pick “view pixel code,” it’s just emailed to whatever email address you input.
If you implement the Facebook pixel on your website, you can:
All of these things gives you more information about your customers and target audience, giving you the capability to get very specific about your targeting, so you don’t waste money. And nobody likes wasting money, right? 🙂Is the new #Facebook Pixel confusing to you? @BrittneyLLynn's got your back in this blog post! Click To Tweet
As I mentioned above, some of you may not have a tech background and might not understand where in the heck you are supposed to copy and paste this code on your website.
If you have a web developer, I would suggest emailing the code to them and have them place it on your website for you.
But, if you’re like a lot of other small businesses, and you ARE your “web developer” (I use that term loosely in this instance 🙂 ), there is an easy way to implement the Facebook pixel.
Now this suggestion will only work if you have a WordPress website. I am not as familiar with SquareSpace or Wix (or any other website platform), so check out this article to find out how to place the Facebook pixel code on those website platforms.
Okay. So you have a WordPress website. This is how you implement Facebook pixel on your site. The EASY way.
Download and install the Facebook Conversion Pixel plugin.
This is absolutely the easiest way to get the pixel on your website. There is a 6 minute video that is on the plugin page that shows you exactly how to use the plugin, I highly recommend watching it. It walks you through each step of where to install the code on your WordPress website.
One more thing before you’re done! If you want to check to make sure it’s installed properly, you need to do one more step.
Once this is installed on your browser, it will look like this:
If your pixel is installed correctly, it will have the little green ‘one’ on the bottom right hand corner.
If you have the green ‘one’ and click on it, this will pop open:
If you don’t see the green ‘one’ pop up, it’s usually because you didn’t copy the entire code, or you may have conflicting plugins on your website that is keeping the Facebook Conversion plugin to work properly.
Whew. We covered a lot in this post. Now that you have the Facebook pixel installed on your website, you’re ready to start using Facebook ads to promote your business!
Any questions? I’d be happy to help!
So you have all of these fans but how do you convert Facebook followers to customers? It can be a tricky task, because you don’t want to promote your products allthetime otherwise your fans will grow tired of you and stop following.
There is a balance, though, that can help you leverage these Facebook followers to become actual customers of your business.
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Sharing exclusive discounts to only your Facebook followers will give a reason for people to follow your Facebook page in the first place.
As you probably already know, Facebook has become a pay to play platform. Though there are certainly ways to increase your engagement without spending a load of cash, it is getting harder to compete with everything else in the newsfeed.
Giving a specific discount code or a special link to send people to will incentivize people to like your Facebook page, because they will want to feel included in this special group (and will obviously like the discount!).
Giving a behind-the-scenes look at your business, whatever it may be, is one of the most authentic ways to convert a follower to a purchaser.
Why does this work?
Because it makes you more relatable.
Yes, you are obviously running a business and hope to gain as many customers as you can handle, but there is a person behind the business that needs to be shown to your audience.
Giving a real life look at your business (aka not the perfectly curated images you see everywhere) will remind your followers that they are supporting a person’s livelihood, not some nameless corporation that has no identity.
I imagine most people are like me in the fact that they like to get word of mouth referrals for pretty much everything before they purchase. It’s this reason alone why Yelp is so popular and why affiliate marketing is making such an impact now.
You want someone else’s opinion before you use a new product/service. Why not be up front with potential customers on Facebook, and share testimonials from your previous customers?
A key to getting these to be seen in the newsfeed is by either creating an image of the testimonial, or better yet, a video of the previous customer explaining why they enjoyed your product or service.Learn how to turn those #Facebook followers into actual paying customers from @BrittneyLLynn! Click To Tweet
Did you know that some reports have shown on average, people are using email for 6 hours a day? And people say email is dead!
Someone’s email inbox is a sacred place where only certain individuals are invited to come and you want to be one of those individuals.
Think about your own email. You don’t just give out your email address to anyone and everyone, right? You only sign up on email lists where you actually want to hear from the company.
Getting Facebook fans to sign up for your email list isn’t as easy as saying “hey, sign up for my email list!”
You need to give them a reason why they should sign up. What’s in it for them? What’s your unique brand proposition? What are you bringing to the table that no one else is?
Remember, your email content needs to be unique to just your email followers, so don’t always repeat the same content you share on Facebook.
There are many ways to use Facebook ads, but if you’re on a tight budget, advertising to just your Facebook followers can be a great way to create targeted ads for people you know have an interest in your business.
A bonus of just advertising to your Facebook fans is that you almost always pay less than you would paying for a cold audience (those who don’t already like your page).
As a business of course your goal is to get your audience to buy either the product you are selling or the service that you provide.
But that doesn’t mean you need to sell in every post.
People don’t want to be sold to all of the time, so you need a good mix of entertaining/helpful posts and converting/selling posts.
It’s along the same theory of Gary Vaynerchuk’s book, Jab, Jab, Jab, Right Hook. Give, give, give information away for free, then sell to them.
Along with doing targeted Facebook ads for just your followers, you can take it up another level by targeting people that have been to your website.
Most people have landed on your website for a specific reason.
They either were referred by a friend, searched online, or were marketed to in some way to land on your website.
In any of those situations, they landed on your site because they were looking for something that you have. And maybe for whatever reason, they didn’t end up buying from you at that time.
Remarketing through Facebook ads will get your business back in their minds while they are scrolling on Facebook. Most people don’t have a negative reaction to these remarketing ads, so don’t worry about being too intrusive.
Howdy! I’m back for another post for my Increasing Engagement Series, this time featuring Facebook!
I see a lot of complaints all over the internet about how Facebook is the worst social platform and how it’s impossible to get any sort of reach without paying for ads.
While Facebook has certainly changed its algorithm making it more difficult for your fans to see your posts unless you pay, there are free ways to at least help optimize your posts to get in front of a larger audience.
Keep in mind, Facebook could change tomorrow making this information obsolete, but this is currently what works in early 2016.
If changes do happen, I will try my best to update this page, or direct you to a blog post to keep you all informed.
Okay, here we go!
Video is on the rise, if you haven’t heard, and if you aren’t using some type of video format to promote your business, you will be left behind.
I know, I know. I don’t like how I sound on video either, but we’ve gotta do it. I have plans of launching a Q & A video series so if I can do it, you can do it.
Anyways, now that we are over the fact that we have to do some video, you need to upload videos directly to Facebook versus uploading to YouTube or Vimeo and then putting a link to your video on Facebook.
Facebook hasn’t outwardly admitted this, but they definitely do not put any preference on updates that are linking to YouTube. They want people to stay on the Facebook platform for as long as possible, so you need to upload your videos directly to Facebook for the most exposure.
Did you know you can segment your status updates as a Page to only be seen by certain individuals of your audience? Many people don’t know about this option, but I think it’s a great tool.
Here’s how it works. If your page already has this featured turned on, it’s easy.
There should be a compass looking like object where you can select a specific audience to see a particular post.
You can either choose “Preferred Audiences” or “Audience Restrictions.”
A preferred audience lets you segment by interests. You can get very granular with your selections: segmenting by people interested in entertainment, weddings, fitness, shopping, sports, etc.
Audience restrictions lets you segment using the following information:
This could be great for bilingual pages, if you have an event in a particular city, a product geared specifically for men or women…the opportunities are endless.
Why post when everyone is sleeping, that doesn’t make sense!
Oh, but it does. According to a recent finding from BuzzSumo, posting at night gives you more exposure to your audience because there is less competition to get into the newsfeed.
Think about it, everyone else posts during the day (including not only other pages but people updating their personal status updates too, which you are also competing with).
Take advantage of the downtime when everyone else is sleeping to post your content and watch engagement increase.
My dad has always said, “You never know until you ask” and even though he’s certainly not an expert at social media (don’t even get me started on the questions he asks me about it…) his comment is totally true.
You never really do know what your audience thinks until you ask.
Asking them questions about their opinion on something is one of the best ways to increase your engagement on Facebook.
Pairing it with an image is a match made in heaven, as pictures hold more weight in the Facebook algorithm than text.
This suggestion goes along with posting at night. Overall, posts that go out over the weekend get more engagement than during the week.
It could be because more people have time to be on social media during the weekends, or that there is less competition from other businesses posting on social media during the weekend. Either way, posting on the weekends certainly won’t hurt.
With people consuming so much information, they only have so much time to read updates. Reading your Facebook page’s update might not be high on their priorities, so you need to keep it short and sweet.
Why does Facebook love Instagram? Well for one, Facebook owns Instagram.
And for two…well, that’s actually the real reason.
If you have a business Instagram profile, you should definitely be sending your Instagram photos to Facebook. Especially since it’s only a one tap task to complete, you have no excuse!
Got something you’re struggling with in your business? Or even your personal life?
Ask your audience for help! People love helping other people out. Especially a small business they follow and care about.
Crowdsourcing for information not only will increase engagement on your Facebook page, but will also help humanize your small business, reminding the followers that you too are human and sometimes need a little guidance.
Here’s an example from Pat Flynn:
This post garnered 127 responses from Pat’s audience. 127 is a small number compared to his follower count, however think if you had 127 people in person giving their response. That’s A LOT of people, right?
Crowdsourcing for information helps your audience feel like they are genuinely helping you out, giving them a more emotional connection to you as a small business.
I hope you found some value in this post! Next time, we’ll be talking about Twitter!