I am often asked by professional services clients, “How can I use Facebook to generate new leads for my business?” Find out how to generate new clients for your Professional Services business using a successful Facebook ads strategy.
Follow the 5 steps below to apply the principles of successful Facebook Ads for Professional Service businesses.
1. Know Your Target Audience
With more than 15 million monthly Australian Active Users, and sophisticated targeting capabilities, Facebook provides a huge opportunity for lead generation.
Key to your success is knowing who to target. So ask yourself … Who are your most profitable clients to work with? What type of clients would you like more of?
Once you’ve decided who your ideal clients are, think about the goals and challenges that this target audience is trying to solve. How can your services assist? Think about the key messages that will make you and your services stand out from your competitors.
Your answers to these questions will help shape your campaign offer, objective, targeting and creative.
2. Craft The Perfect Message To Make Your Ideal Clients Take Action
To convince your prospective client to take action, you’ll need to find a way to overcome any barriers that they may have when it comes to working with you. The three most common objections I hear professional service clients refer are time, money and trust.
So whether it’s a giveaway, a seminar, or a discount – ensure your ads show there is something of value you’re providing and a specific challenge that you can help them overcome.
3. Stop Boosting Posts And Pick The Right Campaign Type For What You Want To Achieve!
Do you have a Facebook Page for your business?
Beware the “Boost Your Post” offer that Facebook continues to serve up. While this is a great way reach your existing Facebook Fans and their friends, there are MUCH better ways to spend your advertising budget.
I recommend using Facebook Business Manager and running all ads through Facebook’s Ads Manager. There you’ll see many different campaign types to choose from.
For lead generation for Professional Services businesses I typically pick one of the following campaigns:
OPTION A. Campaign Type: Website Conversions
This is a great way to generate conversions or registrations on your website. But there is a catch for Professional Services Businesses who typically focus on local area marketing. Facebook needs at least 50 (100+ is preferable) conversions per week to be able to optimise efficiently enough for your conversion campaigns. That’s a minimum of 7-8 conversions per day from your ads.
To achieve this you will need to move higher up in your sales funnel and use page views as a custom conversion. Alternatively, you can use Facebook’s Link Clicks To Conversions optimisation which allows you to optimise for links until you have enough conversion data so Facebook can switch over to optimising for conversions.
This type of campaign optimises for the action you want your target audience to take (e.g. viewing key pages on your website). Plus, as the campaign evolves, Facebook will get better at determining those people most likely to take action from your ad (and show your ad to those people more often).
To run a Website Conversions campaign, you will need to add a Facebook Pixel to your website.
OPTION B. Campaign Type: Clicks To Website
A website traffic campaign is a good alternative to a conversion campaign if you are lacking traffic to key website pages. This campaign type charges for every link or ad click. So you only pay when your target audience takes action.
On the flip side, it can become quite expensive if people are clicking on your ad but not viewing key conversion pages on your website.
One of the ways to improve results from these campaigns is to ensure your audience is targeted and that your offer is compelling enough to encourage those who click on the ad to take it up.
OPTION C. Campaign Type: Lead Ads
Lead Ads are one of my favourite campaigns for professional services clients because:
* They are quick and easy to create
* They integrate seamlessly with many CRMs
* They reduce sign-up friction which increases the number of conversions
Lead Ads look like any other type of Facebook ad within the Desktop or Mobile News Feed. Rather than send someone to a website to register their information, users can complete their information while they’re still on Facebook.
These are a great option for Professional Services businesses looking to quickly generate a list of prospective clients. The key is to make sure that you follow up quickly to qualify marketing leads as sales leads!
4. Use Interest Targeting To Find Your Ideal Client
Facebook targeting options are powerful and will either make or break your campaign.
Use the persona details (age, job and interests etc) to create a defined set of targeting criteria that you can use to find them on Facebook. Below are all the options that you can use when it comes to selecting who to target on Facebook:
1. Custom Audiences:
You can create custom audiences based on your email lists, website retargeting, phone numbers, app users, Facebook page engagement or website retargeting.
Postal code, city, county, state, or country.
3. Age & Gender
Income, job title, employer name, language, relationship status, education, affluence, home ownership, parental status, etc.
Almost any topic you can think of.
Charitable activities, online shopping habits, financial spending, mobile devices, travel habits etc.
7. More Categories:
Expats of specific countries and their friend/family
People connected / not connected to your page, app, or event (and their friends).
9. Exclude or Narrow:
This functionality allows you to become laser focused on exactly who you want to talk to; and exclude those that you don’t.
With limitless options for you to choose from, it’s crucial that you know the details of your ideal clients as intimately as you can. You really do need to put in the time and effort to research your target audience in order for your campaign to be a success.
5. Make Sure Your Ads Are Simple And Social
You now know your ideal client, your offer/key message, the campaign type and targeting you want to use.
All that’s left to do is to create your ads themselves! You will get the best results from testing a few different types of ads to find out which creative resonates best with your ideal client. This means trialing different images, video, and text until you come across the perfect combination.
Bringing It All Together
The most important thing is that you get started with a test and learn attitude. You can optimise your ads once you have sufficient data for analysis.
Remember – know who your target audience is, how you can help them and create ads that show them that you can help – it’s that simple.
Don’t be afraid of testing new offers, audiences, and ads until you find the ones which work best for you.
Download Your FREE Facebook Advertising Guide
In this Guide we share everything you need to know about Facebook Ads to get your campaigns up and running quickly and with maximum return on ad spend:
Step 1: An introduction to advertising on Facebook
Step 2: What goals can we achieve using Facebook advertising?
Step 3: Targeting using Facebook
Step 4: Placement: Where and when will my ads appear?
Step 5: Ad types and what they offer
Step 6: Bid types: What are the options on bidding?
Step 7: Tools – How are ads created? Understanding the Ad Manager, Power Editor, and Business Manager
Step 8: Creative Best Practice
Step 9: Tracking and Reporting: How do I know if my ads have been effective