Facebook Lead Generation: Create an Ad That Builds Your List

Key Takeaways

if you want to know about Facebook lead generation I'm going to show you how to create an ad to build your list and we're starting right now if you want to transform your website into a customer or lead generation machine I'll show you all my best tips tactics and secrets to get there fast let's dive in hey there I'm West McDow web strategist for the deep end and if you're not subscribed to the channel yet we do two new videos a week here you don't want to miss any of them so go ahead and click on the Subscribe button and the little bell icon next to it so you never miss another video you need to succeed online so some of you have actually requested this video you want to know how to uh promote your lead magnet to a larger audience using Facebook ads and that's exactly what I'm going to show you how to do here today I'm going to give you some of my best design and copy tips to really make that work for you and I do have a downloadable swipe file of some of the best Facebook lead magnet ads I could find so you're going to want to click right up here to get that swipe file or it's also in the description below so the only PR requisite for this video is that you have a lead magnet so if you haven't watched this video yet go ahead and click on that it's going to show you how to come up with a really compelling lead magnet so need that first but once you have your lead magnet you know what good is it if nobody sees it and it's generally not good enough just to include it on your website somewhere especially if you're not getting really high numbers of traffic to see it but Facebook is still a really great way to get in front of large cold audiences and by cold audience I just mean uh people who have not heard of your business yet and one of the reasons I like Facebook so much is because of the really cool ways you can use it to Target your exact right customer so first you need to brainstorm a little bit about who exactly your customer is now resist the urge to say oh we're for everybody if you try to run your ad to everybody in the country or the world that's going to be very expensive you know one of the best parts about Facebook is it's really costeffective when you can get your targeting dialed in just right the other way is kind of like just throwing spaghetti against a wall and seeing what'll stick and you're paying for every single time you throw it so if you can make some educated guesses and use the information you already know about your customers you know the more accurate your aim is going to be and you'll pay less for every email opt-in and if you're a local business you're definitely going to want to input uh the actual radius of where you're locator because you obviously don't want to be uh advertising your lead magnet to someone in another state if they're never going to be able to use your services so be sure to turn that on and if you're a really local business with a smaller population you may just want to stop there and not set any other targeting options but rather just let Facebook's algorithm optimize Things based on who's clicking on your ad the most cuz if you get too granular in a local area um what can happen if you run your ads to um to too few people that can really make your cost Skyrocket believe it or not so I would just let the algorithm do its thing but if you're not tied to a certain location or or if you're in a location that has a much bigger population you know if you're in Chicago or New York or LA or something like that then you can start targeting other things as well you know think of demographics you know gender age and general interests even for instance if you're a pet business you can actually Target people who are interested in dogs if you're a wedding planner you can actually Target people who are newly engaged there's a whole lot of things you can Target inside of Facebook that you may not know about so you're definitely going to want to get in there and start playing with some of those options uh you'll prob you be surprised by some of the things you can actually uh look at inside there once you have a good idea about who you're going to show your ad to you need to start thinking about the ad itself so think of a really good ad as having three parts first you need a curiosity picking headline then an engaging image and then benefit driven description copy so let's start by talking about the headline now one of the biggest mistakes in a lead magnet uh Facebook ad headline is people say exactly what's going to be in that lead magnet instead you want to say just enough to make it sound really useful and like they won't be able to get to sleep tonight without knowing what exactly is in that guide so instead of how to fix a clogged sink in 5 minutes how about fix the clogged sink fast with this common household item or instead of just how to create train your dog this weekend it might be the three secrets to create training your dog this weekend when you say something that's kind of curiosity driv driven like that it opens up this curiosity Gap in the viewer's brain that they just have to close and if you skip it and just straight out say exactly what you're going to teach them in the downloadable freebie uh they may just go Google that on their own or go to YouTube and figure it out or they may just assume they already know that topic and then their interest is completely lost and this is also good practice when coming up with the lead magnet name itself I recommend coming up with at least three headlines each emphasizing a different hook those might be you know the the three Secrets or here's how to finally get your dog out of your bed or how to stop worrying when you leave your dog home alone now let's talk about the image of the ad itself so customer acquisition found that the image part of your ad is arguably the most important aspect responsible for about 75 to 90% of AD performance in other words if your image doesn't capture the attention right away nobody's going to read your ad copy you can either use use a single image uh multiple images in a carousel format or you can have Facebook dynamically take several photos and make them into an animated slideshow video for you or you can use an actual video instead of an image now there are no Magic Bullets here and no one piece of advice I can give you is going to be good across the board for every single ad and every single business out there so you're going to want to test things out but there are certain things that do perform better than others for instance uh using images of happy smiling people always grabs more attention and be careful to avoid really cheesy stock photol looking stock photos you know there are plenty of pro level stock photos you can use even one specifically meant to feel like authentic social media posts there's a few websites that specialize in just that kind of Photography uh one being unsplash and the other being uh death Toth stockphoto.com try to choose something that shows the emotional after state of somebody once they've put your advice into action whether that means they're enjoying life with their family or making more money or finally able to land their dream job you can use one or more you know you might want to see what works best you know image a image b or image C or uh the video that uses all three another cool feature is now you can actually use animated gifts as the image in your Facebook ad which is a great way of injecting a little bit of humor and personality into it and it definitely gets a little more attention uh in the newsfeed as well and the same rules apply here you know make sure you're choosing something that is appropriate to what you're actually offering and shows the emotional after state of the person once they've put your advice into use so digging into this it looks like you can use any kind of a gift you make yourself or you can use stuff from gify um and I'm not a lawyer so I don't know the true legalities of this and honestly the copyrights around this are questionable so if you're going to use a pre-existing GIF uh do so your own risk all right now finally let's talk about actual video as your image ad you know this can be very powerful but it's not always the best performer and something you're going to want to test so if you're going to do a video I would definitely recommend testing that against a few images just to see what's going to connect best with your audience just do a simple straight to camera video that starts by calling out your audience for example if you're a busy mom or if you're looking to make your move from your 9 to-5 job to starting your own business business I've got something just for you then tell them about the lead magnet freebie and give them three short reasons why they should download it in other words three benefits that they'll experience by knowing what's inside and put in a few calls to action in the video too you know verbally telling them to click the button below to download it and you're definitely going to want to put one at the end but you're also going to want to kick things up and Notch by including one somewhere in the middle of the video as well and Facebook actually now allows vertical video uh which is cool because it takes up more real estate in the screen in the newsfeed so I would definitely take advantage of that or at least make a square video but I would recommend against the small horizontal video it just it's too small it doesn't really catch the eye and they've done a lot of studies lately that have shown that vertical video um just performs much better and gets more shares and comments and downloads uh you're going to want to keep it to a minute or less in most cases and keep it visually interesting so either if that's with motion maybe you're walking and talking or just using bright colors this just helps you grab attention right away cuz your first thing here is just to stop people from scrolling if you can't even do that it's gone forever all right and last but not least we need to talk about the description add text now there's lots of debate over whether short copy or long copy performs better um but basically either way you're going to want to follow the same kind of format that we just talked about for the video so you're going to call out your audience with a question you know are are you a restaurant owner looking for a really easy inexpensive way to Source food locally next introduce yourself in one quick sentence you know basically telling them why you're qualified to be helping them in the first place then introduce your lead magnet and the three key benefits they going to get from it and put those in a bulleted list and here's a pro tip um rather than just using plain uh Circle Style bullets pick out a descriptive emoji that you can use instead you can just go to emoj copy.com find the one you want and then just copy and paste it in emojis not only capture a little bit more attention but they can add some personality to your copy as well and when done correctly they can actually act as like little visual cues that further illustrate uh the points you're trying to make and when all else fails just use the little green check marks you know they're a good all-purpose way of conveying to your audience that they're actually going to get something and remember don't give away all the secrets keep some curiosity so so tell them the benefit but not necessarily the method that you're going to share with them to get them there that way you keep their curiosity peaked and you really up the chances of them giving over their email uh in exchange for the freebie in the next video I'm going to show you a full tutorial how to take all these elements and put them together into a high converting Facebook lead ad that's going to help you build your list really fast so before then I want you to get together a few images a few headlines that each uh talk about a different hook remember we talked about the hooks earlier and a few different versions of your description copy one longer and one shorter and remember I put together that swipe file of all the best Facebook lead magnet ads I could find if you want access to that just go ahead and click right up here or in the description below for that but now I want to hear from you and I want to know if you're planning on using an image ad or a video ad for your lead magnet uh or both and Tes them against each other so I want to know all about that along with any questions you have just put it in the comment section below and I'll answer any that I can and if you're not subscribed to the channel yet go ahead and click on the circle icon right here to subscribe and to access that free swipe file of all the best Facebook lead magnet ads I could find you're going to get that by clicking this box right up here all right guys I'm Wes mcdal for the deep end I'll see you in our next video