How to Turn Cold Facebook Traffic into Red Hot Leads
Breaking news! Facebook is popular, with 1.86 billion monthly active users, and 1.23 billion daily active users.
Admittedly, not the scoop of the year. How about this?
This just in! Facebook ads accounted for 97% of its revenue in 2016, and the social media platform makes more from advertising than traditional sources like Disney, Comcast, and CBS.
You may have already known that, but the stats are impressive nonetheless:
- 4 million businesses advertise on the platform according to COO Sheryl Sandberg.
- The average click-through rate (CTR) for a Facebook ad is 0.98% in the U.S., and 1% globally.
- Facebook desktop ads have a CTR that is 8x times higher than web ads, and Facebook mobile ads are 9x higher.
So it’s a no-brainer, right? Easy-peasy. Get started today, and watch the dollars and cents come knocking at your door by tomorrow. It’s got the numbers, and it seems like everyone is doing it.
Not so fast. There’s an art to this.
An Important Service Reminder
The thing to remember about Facebook is that it’s cold traffic. Nearly two billion people are using it, but it’s not the same as, say, Google Adwords. There, someone navigates to the search engine, types in “cheap smartphones phoenix”, and is served up an appropriate ad with the organic results. That’s warm traffic.
We know their intention (in this case, they’re looking for an affordable smartphone in Phoenix, Arizona). AdWords and Facebook Ads are fundamentally different in this way.
On the social media behemoth, we don’t know why they’re on the platform. They might be updating their status, looking at photos from friends and family, checking the news (66% of American adults get their news on Facebook), or simply killing time.
What they’re probably not doing is looking for new shoes, or a cloud accounting service, or designer sunglasses. That’s cold traffic.
The good news? You can turn cold Facebook traffic into red hot leads if you use ads the right way.
There are plenty of Facebook Ad tips and secrets posts out there for you to devour (design tips, testing secrets, and so forth). And you should. Instead, let’s focus on warming that cold traffic to the point of boiling, shall we?
Let’s do this.
Step 1 – Start with Your Warmest Cold Traffic
Sounds a bit paradoxical, but hear me out.
There are 1.23 billion active users on Facebook, but most of them are simply not interested in whatever it is you’re offering. That’s the harsh reality.
But Facebook is a marketers dream, with unparalleled targeting abilities. Think about it: everyone who signs up voluntarily provides data about themselves, their interests, their demographics, their likes, the businesses and groups they follow, and more.
Begin by identifying your ideal customers. Create very detailed buyer personas so you understand everything about them.
Next, zero in on them in your Facebook ad. You can target by location, age, gender, language, interests, behavior, …read more
Source:: Kiss Metrics Blog