For those of you not in the marketing world, a “warm” lead is someone that has already shown interest in your business, whether they’ve joined your email list, visited your website, connected with you on LinkedIn, followed you on social media, etc. but they haven’t bought from you yet.
A warm lead needs to be nurtured. It’s been shown that customers usually need at least 7 points of contact before they buy from you. This is where SEO, Google AdWords, social media, email marketing, direct mail, and all that fun stuff come in. The whole point of ALL of that is to create a relationship with the customer so they get to “know, like, and trust” you and your business before making a decision.
Now on Facebook there are a whole variety of ways to target audiences based off of different demographics (I consider these “cold” leads – they’ve never heard of you) but did you know you can tap into your warm leads too? These are people that already know, like, and trust you and this is where you are most likely to see results when using Facebook ads.
If you haven’t played around in Facebook Ads Manager yet you’ll want to log in there and then look underneath your “Tools” option on the right and then select “Audiences”.
You can create a whole lot of “audiences” from here. This includes:
1. People that visit your website.
Ya, it might be creepy but yes Facebook can track the people that visit your website. You can place a tracking “code” onto your website that will start to build an audience you can market to from within your Facebook Ads Manager. This is so powerful and usually where I see my best conversion rates! You are getting in front of people that are familiar with you, interested in your product, but haven’t joined your email list yet, or maybe just need to be reminded of your service a couple more times before clicking for more info. This is a really great way to get in front of your potential customers.
2. Your email list.
The average person gets 150+ emails a day. While email marketing is absolutely essential in marketing yourself, Facebook advertising provides an awesome complement to this strategy. It gets your information and services in front of the people that are interested in your product but aren’t necessarily opening your emails or reading them all the way through. Tap into this and you’ll see great results!
3. Your LinkedIn list.
Say whaaat? Yes you can export the emails of your LinkedIn Contacts, upload them to Facebook and create ads for those people. It gets your offers and services in front of your best leads from LinkedIn (without paying for LinkedIn ads, which cost way too much in my opinion when you can just do this neat trick.) If your not sure how to export your contact read my article here.
All of these are great Facebook marketing strategies to tap into leads that have already shown in interest in your business and what you can do. Depending on your type of business there are a variety of offers, lead magnets, and ads you can create for specifically for these different groups. It’s especially a great way to get your LinkedIn contacts and website visitors ONTO your email list so you can start creating a deeper relationship with them.
I hope this article helps you in your Facebook marketing! Comment below with any questions you might have!