Anthony Peter Corr

Sure-fire way to get sales leads by Peter Corr, Social Media Consultant Everyone wants a sure-fire way to get sales leads. But - how to do it? The following is an social media ad program template to help you get started. The 3-step template is designed to entice the user (let’s call him a customer) to read an ad headline, click on a FREE E-Book offer, and be taken to a landing page. Once there, in exchange for his email address, he receives a link that allows him to download the FREE offer. Once you have the email address of a motivated customer, the conversation need never end. How does it work in practice? Ad Headline (Step #1) Start by running an ad in Facebook. Facebook allows you to create a database of targets as part of paid advertising. For example, you might target industrial or hospitality VPs across the U.S or by State. The price for ads is on a bid basis, and is a lot less than you think. Click on the black arrow head icon at the top right of the Facebook Home Page to get started. Then click on Create Ads. Facebook will guide you through the process. The target list includes demographics such as age, gender, occupation, title, education, income level, and location, as well as psychographics like values, beliefs, likes, fears, interests, needs, and behavioral characteristics. Facebook has all of this data gathered from people at sign-up. When you have created a list of customer targets, the ad headline should be crafted to attract by telling the targets “WHAT’S IN IT FOR THEM.” In other words, it promises to solve a problem or fulfill a need. Let’s say the customer is online at that particular moment because he is weighing his options in selecting a uniform vendor. He wants something he sees there to hit him right between the eyes to help him with his decision! He sees the ad headline below (Fig 1) which says, Uniforms Create ROI? He is intrigued enough to click on the FREE e-Book offer. The offer is the ad call to action. He is brought to a landing page where after providing his email address, he can download the E-Book that will teach him step-by-step how uniforms create ROI. The email address allows dialog to continue. If the ad headline doesn’t generate sufficient responses, you can change it without paying additional ad expense. Imagine the same ad with these different headlines: RESEARCHING UNIFORM SOLUTIONS? READ THIS STUDY FIRST click for FREE study ASSESSING UNIFORM VENDORS? MAKE SURE YOU BENCHMARK THESE CRITERIA click for FREE study UNIFORMS BUILD IDENTITY -- STEP BY STEP FREE E-BOOK SHOWS HOW click here for FREE E-Book HOW UNIFORMS GROW A BUSINESS -- FREE E-BOOK SHOWS HOW click here for FREE E-Book UNIFORM PROGRAM WORKING OUT? YES IF IT MEETS THESE BENCHMARKS click here for FREE E-Book UNIFORM VENDORS ALL EQUAL? CLICK HERE FOR FREE REPORT ANALYSIS In reality, six ads with different headlines should be created to see which work the best. You can easily do this in FB because of the low cost about $5 to $10 on a bid basis. How to nail your content (step 2) A question occurs. How do you know you are on the right track with content you write whether for ad headlines, E-books, or any marketing content? How do you know what the buyer really cares about so you can create attractive and persuasive content? The target demographics that come with Facebook advertising give you a lot of information about customers, but unfortunately not enough. If your ad message in not on target, the buyer will give you less than five seconds, then move on. Your ad budget will take a hit. So what does the buyer care about? Adele Revella, CEO, Buyer Persona Institute believes that a buyer who is drawn to your marketing content hopes you are the one he is looking for to solve a specific challenge or problem. Let’s say – the problem is how to take a further step in brand identification so that his company can compete better against smaller and bigger competitors that are eroding market share. A part of his buyer journey is to evaluate available solution options, which is why your ad headline caught his eye. The buyer believes the solution he is looking for will lead not only to company success, but his own personal success. There’s a lot at stake. As an experienced professional in his field, he may already have read and compiled product reviews, talked to consultants, peers, and read blogs. In the back of his mind he is saying: “who out there understands me and can give me answers that match my expectations.” So how can you be sure what he is really thinking? Revella says--- it’s for sure, a buyer is definitely not looking for your solution’s features and benefits unless you actually hear him say he is. This means the seller’s success (you) requires “content” grounded in “DEEP INSIGHT” about the buyer’s decision to choose you- the seller, choose a competitor, or maybe do nothing at all. Only then, can you convince the buyer that your solution will make his life easier. And only then, can you write good ad content. Moment of truth. How do you get the insight? The answer is - you need to “ASK” customers who recently selected you as a vendor, or chose your competitor, or did nothing at all. Revella advocates interviewing customers using an agenda (not a questionnaire) focused on five (5) insights: Priority Initiatives, Success Factors, Perceived Barriers, Buyer’s Journey, and Decision Criteria. She offers a Buyer Personal Masterclass that trains sellers in this art. Her website at www.buyerpersona.com has details on the Masterclass and also offers a wealth of free downloadable pdf materials that are worth investigating. Also check out Content Marketing Institute, an alternative site at www.contentmarketinginstitute.com. Keep the conversation going ( step 3) Once you have an understanding of how to create good ad content, you need a place – a landing page - where you can direct the potential customer, to exchange his email address for the link to download your FREE offer. You can use the Facebook platform, or better yet a very easy platform such as GetResponse that you load on your Facebook Page. GetResponse comes with a Landing Page Creator that includes all the essential tools for planning, designing, publishing, producing, testing and evaluating online campaigns. For example, it allows you to host emails you receive, create e-newsletter templates and send e-newsletters out to your subscribers. It also enables you to automate your communications to subscribers via autoresponders. It comes with a one month trial download so you can test it out. Alternatives platforms to GetResponse are: Aweber, Campaign Monitor, Mad Mimi, Mailchimp, and iContact.