If you are using ads to generate sales for a course or any other product, that costs more than $100, a lead magnet should be part of the funnel. As your conversion rates will be higher when you take the time to nurture the lead and build trust before pitching your product.
There are so many types of lead magnets out there that it can be hard to decide the best one for your ad. This is why I have made a list of the best lead magnets that work well with ads.
Ebooks are a popular lead magnet you will notice when you browse through your Facebook or Instagram feed. They range from cheat sheets, templates, checklists, worksheets, and so many other types.
They’re popular because they are easy to create. You can just get a template, add your content and branding such as colors, font, and logo, and publish it in less than a week.
The type of lead magnet you use should depend on the product you are promoting. For example, if your product is a video course, a guide that provides a glimpse of some of the content you cover in the course would work well.
While if you are selling high-ticket consulting services, a case study where you share details about a result you got for a client would do well. This is because potential clients will want to see proof of experience and credibility before investing in high-ticket services.
Another important factor to keep in mind is the amount of free time your target audience has available. If you’re targeting busy people a case study or template would do better, but if your audience has more free time you can use long ebooks and white papers.
Businesses use webinars as lead magnets to promote all sorts of products like courses, consulting services, and software. I have even seen marketers use them to sell eCommerce products. They are popular because people will always be interested in signing up for one-time live events. They can lower your CPA (cost per acquisition).
Also, a good percentage of webinar attendees convert to sales as people are more receptive to your pitches after a live educative presentation.
To get the best results, don’t just think of the webinar as a live event. Picture it as a complete funnel. This includes the follow-up emails you send after the webinar. As more people will buy after the webinar ends, especially when the deadline gets closer.
You can also automatically deliver a satisfaction survey after the deadline to find out why someone bought the product or didn’t. This will help you create better products and improve your funnel.
Another great thing about webinars is that after the live event, you can reuse the recording and build an evergreen webinar funnel around it. Most webinar platforms let you record the webinar. Some marketers take the recording and gate it behind a sign-up form on their website and use a funnel that is similar to the live event. When people sign up for this webinar they need to choose a time to watch it at and they receive pre and post-webinar emails.
Source: Amy Porterfield
There are several platforms that make it easy to set up an evergreen webinar. But if you go down this route, make sure you don’t ever tell attendees that it is a live event. As it is important to build a trustworthy relationship with potential customers.
Even though there are so many parts to a webinar, the most important one is the video presentation itself. Make sure you get it right by filling it with lots of unique tips your audience hasn’t heard before. You should also get the timing right. Webinar attendees prefer it when webinars are 45 minutes long. This should include a short introduction, the presentation, the pitch, and a Q&A session at the end. Do your best to make it fun and engaging to limit the number of people who drop out in between.
Another important factor is the time at which you run your webinar. Usually, the afternoon or evening (after people finish work) is the best time. You can use the satisfaction survey to learn about what timings people prefer.
One of the most important aspects of marketing is specificity. If you can understand your audience and write highly specific content and copy, you will generate a lot more sales. This is why top marketers constantly run surveys and track email activity such as opens and clicks after people sign up to their list.
But if you use quizzes, you can figure this out even before people sign up, like in this quiz from DoFasting.
It sells products that make it easier for people to fast. So, it uses this quiz to learn about its audience. In the beginning, it enquires about the quiz participants’ genders. After that, it displays many multi-choice questions related to their experience with fasting. Towards the end, it asks for more personal details like the height and age of participants. Finally, in the end, it creates a free report. But people can’t just download this free report, they need to provide their email to get it.
This helps DoFasting attract highly qualified leads. As it segments people who sign up based on their answers. They receive very specific emails that increase conversions and reduce unsubscriptions.
You can also create several custom audiences with these segmented email lists and retarget subscribers with extremely-relevant ads.
The problem with quizzes is that it takes time for participants to finish them. The duration depends on the complexity of the quiz. In contrast, people can sign up for other lead magnets in a few seconds by just providing their email addresses. This is why a lot of people will abandon your quiz mid-way.
An alternative to a quiz is a poll. In a poll, instead of asking people to answer multiple questions, you just ask them to answer one or two multiple-choice questions. This attracts more participants.
You also won’t need to use a sophisticated tool to create a personalized report that will entice them to sign up. You can simply ask them to sign up to see the results of the poll. There are a lot of poll makers that make it easy to set this up.
5. Content upgrades
A content upgrade is a lead magnet you create for one specific blog post like in this post on how to write a blog post. You will notice that there is a call to action for a blog post template at the top. As the lead magnet is very relevant to the topic of the post, it will generate a lot of leads.
Source: Social Marketing Writing
They work well with ads, especially on platforms like Facebook and Instagram because these networks like it when you promote educative content like blog posts that aren’t gated behind a landing page. You will be able to achieve a lower CPC (cost per click) rate and generate more leads at the same time because of the content upgrade.
Content upgrades are also very effective for converting organic traffic you generate from social media and search engines. Make sure you embed the opt-in form directly in the blog post several times so that readers don’t miss it. Some great places to add it are the top, middle, and end.
In the beginning, you can place the opt-in forms in these three areas, but after you start driving traffic, you can analyze how visitors interact with the blog post and forms using heat maps and scroll maps. You can then shift the forms to the best locations. You can also experiment with the messaging and color of the forms and call to action buttons.
Now create the lead magnets for your ads
When you promote inexpensive products there’s no necessity to use a lead magnet. It will just lengthen your funnel and delay the sale. But when you sell more expensive products, you can’t skip the lead magnet. They will help you build relationships with prospects and generate sales. This could be in a few days or months from now as you can regularly email the leads, nurture them, and pitch your products.
Therefore, use this guide to determine the best lead magnet for your funnel and to generate maximum leads and sales from your ads.
5 Social Media Advertising Tips to Nail Your Efforts and Get Your Expected Results
Do you want your social media advertising efforts to succeed?
Of course, you do.
According to data, brands saw 33% more purchase intent from exposure to LinkedIn ads.
The figure highlights how ads are more than just one of the social media marketing trends of 2022.
With the right strategies, social media ads can help you raise awareness, boost website traffic, generate leads, and grow your sales.
Jumpstart your efforts to optimize social media advertising with the five tips below.
Let’s get right to it.
1. Set Clear Social Media Advertising Goals
Reaching your goals is challenging if you don’t have a clear set of objectives to run your social media ads.
You need to know what you want your social media advertising efforts to achieve since this will shape and inform your strategy.
It can also help you choose the right tools, audiences to target, and the best platforms to run your ads.
For example, if your goal is to boost your engagement rate, you could run ads with trending or popular quotes on TikTok.
It’s one way of drawing more eyeballs to your ads while engaging audiences with familiar content.
Your social media advertising goals can include the following:
- Raise awareness
- Expand your brand’s reach
- Drive traffic social traffic to your website
- Boost your engagement rate
- Generate more leads, clicks, and downloads
- Increase your conversions and sales
Once you’ve identified your goals, you can start looking for the best-fitting tools to help you implement your ad strategy and reach your targets.
Consider platforms such as Vista Social.
The social media management platform helps you plan, organize, prioritize, and schedule your content posting with its content calendar and auto-publishing features.
Identify your social media advertising objectives to determine how to best implement your strategy.
Your goals can also tell you what metrics to track and measure to assess your ad’s performance.
2. Understand Your Audience and How They Spend Their Time Online
Get the best bang for your buck by targeting audiences who need or want your products, services, and offers in your ads.
After all, you’re not likely to achieve your social media ad campaign goals if you advertise to the wrong audience.
For instance, running ads about your UI/UX software to people looking for reliable security testing tools won’t get you conversions.
Know your target audience by developing personas (or refining your existing ideal buyer personas).
It can help you understand the people and segments to target and focus your social advertising efforts on.
Use Facebook Audience Insights to get an overview of your target audience demographics, interests, liked pages, activities, etc.
Understanding your ideal buyers can help you to tailor your social media ads to their pain points and needs. It can increase the chances of your audiences clicking on your ads and acting on your offers.
It also helps to know how your audiences spend their time online, including the social media platforms they frequent.
Doing so gives you a good idea of the social media channels you should focus on and the content types that appeal to your potential customers.
For instance, most younger audiences (teenagers to early 30s) are on Instagram. Visual elements such as images and videos work best for running ads on the platform.
Determine your ideal buyers’ preferences, main interests, and the platform on which they’re most active.
Use the information to create social media ads that cater to your target audience’s needs, making your content irresistible.
3. Learn About Your Social Advertising Options
While casting a wide net by advertising on multiple social media platforms can have certain benefits, it can also be tedious and resource-draining.
The key is to focus on at least three social media platforms to run your advertising campaigns. It can help you avoid stretching your team and resources too thin while getting results.
Run ads on the following platforms depending on your social media advertising goals, target audiences, and campaigns.
- Facebook. You can run various ad formats on Facebook, including videos, photos, and carousels that display on users’ news feeds. Other FB advertisement options are Messenger and Story ads.
Facebook also offers the Lookalike audiences feature that lets you create targeted ads based on your known audiences or existing customers.
- Instagram. Instagram offers similar ad formats and audience targeting features as Facebook under Meta Business.
- Twitter. Select or create a tweet that you want Twitter to show people who are not following you to advertise on the platform. You can choose audiences to target based on user behavior, demographics, interests, and who they follow.
The Twitter Promote option can advertise your tweets with a monthly charge.
- TikTok. You can run TikTok video ads with brand filters and branded hashtags. TikTok also provides an automated creative optimization feature. It tests combinations of your video, copy, and images to the ads that work best for you.
Focus on running ads on the social media platforms that make the most sense for you.
Follow content writing time-tested tips to help you create compelling ad copies and Calls-to-Action (CTAs).
4. Test Your Social Media Ads
Test your various social media ads to assess and improve their performance.
Start A/B testing several ads initially with small audiences. It can help you determine the ads (and ad elements) that work best and use the top-performing ad in your main campaign.
You get instant feedback with social media, so you can learn what ads work (and don’t) for your brand faster.
Use a reliable social media ad analytics tool to test your ads and make improvements efficiently.
For instance, Facebook offers a built-in A/B testing feature for your ads.
A/B testing takes away the guesswork on what ad element or variation you need to tweak and improve to get better results.
5. Track and Measure Social Media Ad Results and Performance
Tracking and measuring your social media ad performance can tell you if you’ve reached your targets.
You’ll know whether your social media ads perform well (or not) and what aspects worked and didn’t work. It gives you the information you need to improve your ads moving forward.
Measure your results to get reliable data about your ad’s value to your company, such as leads and purchases, and prove Return on Investment (ROI) or Return on Ad Spend (ROAS).
Develop a well-thought-out content tracking strategy to help monitor and assess your social media ads’ performance and returns.
It can also help you determine if your ads contribute to your entire social media marketing efforts.
Nail Your Social Media Advertising
Social media advertising isn’t as easy as pie, but it’s not rocket science.
Kick off your efforts with this guide’s social media advertising tips to set you on the path to success.
Continue learning, testing, and improving to run effective social media ads that help you reach your targets and get the results you expect.
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