I've never been crazy about using traditional advertising or pay-per-click to generate freelance client leads.
But the advent of Facebook has changed my thinking about this.
Facebook is a marketer's dream. It allows you to target audiences that are ridiculously specific. This enables you to craft a much more powerful and targeted message. Which, in turn, allows you to get response rates that are simply unattainable through other media.
And for a ridiculously low cost!
To explain how you can use Facebook to generate highly targeted leads for your freelance business, I've brought in one of the world's most recognized experts on the topic: Amy Porterfield.
In this interview, she explains why Facebook is such a powerful tool to generate potential clients cost effectively. And she walks you through a simple campaign you can set up and deploy as early as this week.
The notes that follow are a very basic, unedited summary of the show. There’s a lot more detail in the audio version. You can listen to the show using the audio player below. Or you can subscribe in iTunes or Stitcher to get this show delivered straight to the Podcasts app on your smart phone, tablet or iPod.
Tell us about yourself
Amy’s focus is Facebook marketing. She teaches entrepreneurs how to leverage Facebook to build their businesses online. She’s been doing this on her own for four years.
Before she started her business, she was Director of Content Development for Tony Robbins.
She is co-author of the book Facebook Marketing All-in-One for Dummies.
Why do you focus on Facebook? What makes it different from other social networks?
Facebook has over a BILLION active users. Your audience is probably there.
Facebook allows you to get in front of your audience in a way you can’t with other platforms. It’s the most powerful way to grow your email list and turn leads into customers.
A lot of our listeners are in the business-to-business space. Can you reach business-to-business prospects on Facebook?
It’s true that most people on Facebook aren’t there to do business with you. But Facebook still allows you to get in front of the people that matters most.
The people with the most advertising success on Facebook are willing to be vulnerable. If you invite people into your personal world, you’ll get more clients.
How should freelancers get started with Facebook ads?
Put together a plan. Look at Facebook as a way to create a marketing funnel. Your funnel starts with your email list, and Facebook is the number one social media site to build your list.
1. Find out what your audience needs.
- Ask them, conduct a survey, etc.
2. Create a lead magnet.
- Give away – for free – something that your audience wants.
- Your giveaway should relate to the product or service you eventually want to sell.
- Don’t worry about losing clients by giving away too much in your lead magnet. Most times, you’ll convince them that they need you.
3. Develop a lead capture page.
- The page asks for prospects’ names and emails in exchange for the giveaway.
4. Create your ad on Facebook.
- Amy uses an unpublished page post ad. It goes into the news feed and looks like a Facebook post.
- Set it up using Facebook’s Power Editor.
- The ad promotes your giveaway.
- When prospects click on the ad, they go to your lead capture page.
5. Build the relationship.
- Email #1:Send them the giveaway.
- Email #2: Remind them to download the giveaway
- Email #3: Make them a special offer. Amy often likes to offer package deals, e.g. three blog posts for $300, instead of $500. Build in urgency and scarcity. You may need to email the offer several times.
- Final email: Last chance to take the offer.
How can I ensure the right people see the ad and respond to it?
Targeting is the number one success factor of your Facebook ad funnel.
The second most important factor is the email sequence you use to build the relationship. These are more important than your lead magnet piece.
Facebook recently rolled out two important ways to target your ad: custom audiences and look-alike audiences.
You can upload your email list and Facebook will check it against their database. Your ads will then display to just those people.
Once you’ve uploaded your email list, Facebook can create a look-alike audience. This is a great way to grow your list.
You can also build look-alike audiences from your Facebook fans if you don’t have a list.
You can still do “interest” targeting on Facebook. When you set up your ad, drill into audience and then “interest.” Here, you can type in the names of different Facebook pages, and your ad will display to the fans of those pages.
Will Facebook show the ad to everyone who’s liked the page? Or a segment?
When you set up the ad, you can select oCPM (Optimized CPM). This targets the ad to the people most likely to take the action you want. If you’re just starting out, you should definitely use oCPM.
Your reach also depends on how much you pay.
What metrics do we need to check?
Amy focuses on two metrics:
- How much money am I spending per day?
- How much money am I spending per lead?
Amy tries to keep her spend per lead to under $3. If you’re just starting out, try to keep it to under $5 per lead.
Start slow. See how many leads you get, then you can spend more if you want.
Consider too, what percentage of these projects turn into long-term clients.
Don’t put up a FB ad that directs to a sales page. Get the lead and then nurture it through email.
You have a course on Facebook advertising.
Tell us more about it
Amy’s Facebook Marketing Profit Lab covers seven steps to create your Facebook marketing funnel. She offers the course twice a year.
If you'd like to learn more about this training program next time Amy opens enrollment, get on her early notification list here.
Where can listeners learn more about you?
Amy’s Website: Amyporterfield.com
Amy’s Facebook Page: https://www.facebook.com/AmyPorterfield
Special Discount on the 2015 HOW Live Conference
The 2015 HOW Live Conference + Creative Business Conference is happening on May 4th through the 8th in Chicago.
I'm going to be there, and I'll be speaking on warm email prospecting strategies. (So I'd love to meet you there if you go!)
This is the premier freelancer and creative business events of the year. You'll get tactical information you can immediately put to use. Plus inspiration from the brightest minds and biggest brands, timely explorations of trends and technology, and a healthy dose of camaraderie and connection with your fellow creatives.
As a listener of Smarter Freelancing you can enjoy 10% off your registration when you enter discount code FREEACADEMY15 upon checkout. (There are multiple registration options to choose from.)
To learn more or to register, visit www.HowDesignLive.com.