Generating Leads – FB Ads Strategy

First off, let’s start off by defining what a lead actually is, as
it’s a term that tends to get thrown around and confused quite often.
Simply put, a lead is somebody who is interested in your product,
service, or brand.** A lead can eventually turn into a customer if
they’re sold on you, your product, or your service (or if you just have
some really good marketing).

A lead is an individual who has yet to be converted. So, the more
targeted your lead generation strategy is, the higher the likelihood
that your leads will eventually turn into sales and make your business
money.

In the past, leads were mostly obtained through door-to-door sales, cold
calls, billboards, and print marketing. Today, however, social media has
opened up an entirely new way to generate high-quality, targeted leads
for your business. Facebook is, by far, the largest social media
platform in the world, and it has an outstanding advertising platform
for businesses.

In this article, we’ll delve into the basics of Facebook ads and how to
use them to generate new leads for your business or website. If done
right, Facebook can skyrocket the success of your business and take your
sales to the next level!

Attracting Leads With Facebook Ads

Compared to most traditional forms of lead generation, the Facebook ads
platform offers one of the highest returns on investment in the market.
Traditional forms of advertising, such as television, radio, print ads,
and even Google Ads can cost an arm and a leg. Typically speaking, you’d
have to budget thousands of dollars per month to run a successful lead
generation campaign with traditional advertising methods!

With Facebook, on the other hand, you can invest as little as $5 per day
and start seeing a positive return on your investment! If you’re working
with a larger budget, you can invest thousands of dollars a day and see
an even better return. Ultimately, the choice is yours and is entirely
dependent on the size of your business and marketing budget.

Getting leads for your business always requires a bit of finesse. You
need to make sure that your ads are directed at the right demographic.
Otherwise, there’s a high chance that they’ll just be ignored. For
example, you wouldn’t want to direct your ads for a burger restaurant in
the vegetarian community, or try to market high-end winter jackets to
people living in Texas, right?

That being said, if you want to maximize the return on your investment,
you’ll want to make sure that you’ve done the appropriate demographic
research and testing to ensure that you’re marketing to the right
group(s) of people.

Advertising 101: How An Ad Funnel Works

When it comes to creating a successful ad strategy, you need a process.
In business, this is often referred to as a sales funnel or an ad
funnel. As the name implies, you “catch” a lot of customers with the
large top-end of the funnel and slowly filter them down to an actual
sale.

For example, if your ad captures the attention of 10,000 people (10k
impressions), an average of around 9% (in this case, around 900) of
them will convert into customers who shop with you or take a
sales-driven action on your site. The percentage of impressions that
turn into sales is known as your Facebook ads conversion rate.

An advertising funnel typically has three main layers or processes that
slowly drive impressions to the point of making a sale. Often, many
viewers will need to be “warmed up” to your brand and may view your ads
numerous times before they ever visit your site or purchase a product
from you.

The three steps to an ad funnel are:

Generating brand attention.
Brand discovery and exposition.
Brand consideration and sales.

1) Generating Brand Attention

The first step is to generate brand attention. In this case, you’ll be
using what you know about your target demographic to create engaging ads
directed at the various groups of people who make up your core
demographic of customers (or potential customers).

In this case, you’ll use knowledge about your existing customers to
custom tailor ads for the type of people who are most likely to purchase
your brand or use your service. For example, if you’re a local real
estate agency, then you might run ads directed at local married
individuals over the age of 25 who have kids.

Generally speaking, you want to advertise to a “warm” audience. This
means directing ads at people who already have a good chance of being at
least somewhat interested in what you offer.

Conversely, if you’re trying to offer a brand-new product or service,
then you may need to invest more money upfront in order to advertise to
a “cold” audience who may or may not be interested in what your brand
offers. Eventually, you’ll use your advertising metrics to determine
your best-performing ad strategies.

Using tools like Ranktracker’s Rank Tracker SEO tool in correlation
with Facebook ads can help you determine exactly how much extra traffic
you’re generating each month with your FB ads campaign. This data can be
used to modify or expand upon your ad strategy.

Rank Tracker will show you exactly how much monthly traffic you’re
getting to your site and how its overall performance is in search engine
results.

2) Brand Discovery

The first step of running Facebook ads is to garner attention for your
brand. The second step, however, is to encourage people to take a closer
look at your brand. This is known as the “Brand Discovery” stage.

For this, it can be helpful to use data that you’ve obtained from
Ranktracker’s Keyword Discovery tool. The tool allows you to enter
in primary keywords, which can then be used to help you find some of the
other secondary (discovery-stage) terms that interested individuals are
searching for.

These results can be used to create custom-tailored ads that drive
further engagement. For example, you might encourage interested
individuals to sign up for an email newsletter, participate in a
poll/survey, or participate in an AR (augmented reality) ad.

3) Brand Consideration and Sales

Finally, we have the third step of the ad funnel: brand consideration
and sales. In this stage of advertising, you’ll primarily be driving
interested, targeted leads into strongly considering your brand or,
finally, making a purchase.

For the most part, this involves really building trust in your brand.
You’ll want to use testimonials, share previous results, and create a
smooth, seamless, and secure transaction that makes it easy for your
customers to buy from you.

Getting People To Care About Your Facebook Ads

Keep in mind that your Facebook ads won’t always be the most welcome
thing in a user’s newsfeed. Most users are on the platform to network
with friends/family, keep up with their groups and pages, or just be
entertained. Often, ads miss the mark because they don’t properly
engage the user.

This means that you need to be truly creative when creating a Facebook
ad. Write some good copy, use vibrant photos, action-driven videography,
or ask engaging questions in your polls. The more direct you can get
with your ads and the more value you offer viewers, the better of a
response you’ll get.

Tweaking Your Advertising Strategy

As you advertise with Facebook, you’ll inevitably receive valuable
feedback that you can use to improve your ads, customer service, and
sales process. Basically, you’ll need to start by identifying your
audience’s key pain points. These are problems that your brand can
solve, and can also be used to create more engaging Ads.

For example, let’s say that you’re trying to advertise a brand-new
electric, battery-powered lawnmower. One of the best ways to create ads
that work is to address your target audience’s pain points when it
comes to mowing the lawn. This could be statements in your ad copy, such
as:

“Are you tired of breathing in gas fumes every time you walk into
your garage?”
“Are you sick of performing expensive maintenance on your mower’s
gas engine?”
“Mow your lawn 30% faster with our high-powered electric
lawnmowers!”

As you continue to advertise, you may get direct feedback from your ad’s
viewers. They may leave valuable hints in the comments by asking you
specific questions that they felt weren’t addressed by your ad (e.g.,
“What makes you different from [x competitor]?”).

You may even get negative feedback, letting you know that your ad was
boring, missed the point, or was insensitive.

You should take all of this data and use it to create better, more
accurate, more targeted, and more efficient Facebook ads! Remember, the
ultimate goal of advertising is to increase your conversion rate. This
can only be done by constantly improving the quality of your ads and
ensuring that your audience’s needs are being addressed to the best of
your abilities.

Facebook Ads and Audiences 1.3k

So, now that you have a little bit better of an idea about how ad
funnels work, it’s time to discuss the most important aspect of creating
Facebook ads. Namely, choosing your audience!

During this step, you’ll use everything that you know about your
existing brand audience, research new audiences, and really break down
who is going to buy your brand and respond to your ads. The more time
and effort you spend identifying and catering ads to your audience, the
better results you’ll get in terms of conversion rates.

In fact, the world’s largest brands often spend millions of dollars
researching and identifying with their target audience before they ever
pay to promote ads to their target audience. Just look at Starbucks’
pumpkin spice latte!

The company spent the better part of a year working on ads and figuring
out how best to advertise it…
Now, they sell nearly $500 million worth of pumpkin spice lattes globally, every single year.

Point being?

If you do your demographic research and really take the time to build a
niche audience for your brand, it will pay off by producing a higher
return on investment and earning you more sales than you ever thought
possible. So, before you get trigger-happy on launching your ad, make
sure that you perform your due diligence and get your research done.

Identifying Your Site’s Existing Audience

If you already have a brand that’s seen previous success online or in a
brick-and-mortar environment, then you can start with your existing data
to build a target audience. For example, if you sell life insurance, you
may realize that your target audience typically consists of men over 40
with children who are middle to high income.

When identifying your audience, you really want to try to break down the
key aspects of your clientele. You may find that you have more than one
primary audience, which is perfectly okay as well!

The aspects you’ll examine when creating an audience are:

Their age range.
Their interests (hobbies, sports, habits, etc.).
Their race or what language they speak.
Whether or not they have children.
What region they live in (urban, country, suburban).
The city, state that they live in.
Average annual income.
College graduate or not.

There are other factors, but these are some of the primary ones you’ll
want to look at when examining your existing audience.

How To Use SEO Metrics and Data To Refine Your Audience

If you’ve been using SEO tools such as Ranktracker’s Rank Tracker SEO
tool, then you’ll have some good data to use that’s based on the
primary keywords that search engine users are using to find your site.

Rank Tracker allows you to see how your site ranks for niche
keywords. This, in turn, can be used to help you identify some details
about your audience. The keywords bringing your site traffic could show
you key details about your audience, such as:

Whether they’re looking to buy a specific product.
Whether they’re looking to solve a specific problem.
What questions they want answered about your brand.

You can then use all of this data to help you create structured Facebook
ads directed at a targeted audience, who will appreciate your direct
approach to solving their problems and answering their questions before
they even ask them!

How To Find A New Audience With FB Ads

You shouldn’t stop at your existing audience, though. When it comes time
to create ads with Facebook, you have to keep in mind that you’ll be
advertising to the entire internet! This means that your business
could benefit from advertising to brand-new audiences that you may not
have even thought of, in the first place.

Once you log in to your Facebook Ads Manager, you’ll be able to create
niche audiences based on a number of different factors, including:

Age range.
Interests (pages followed and liked).
Country.
Gender.
...and more.

As you refine your audience, Facebook Ads Manager will present you with
a small dial that will show you whether your ads are targeted or
broad, as well as how many impressions you can expect to make using a
given budget.

Use Backlink Finder To Find New, Targeted Audiences!

One interesting trick that you can use is to “steal” some of your
competitors’ audience. To do this, you’ll need to do some research away
from Facebook. You’ll need to identify who your main competitors are and
check out what type of audience they’re selling to.

First, you’ll want to enter the primary keyword for your site into
Ranktracker’s Keyword Finder Tool. This will provide you with some
useful secondary and supporting keywords related to your own business.
Record the top-performing keywords.

Next, you’ll want to plug in the keywords you found into Ranktracker’s
SERP Checker SEO tool. This will show you who the top competitors are
for these keywords. You’ll be able to see all of the brands that are
dominating the market for the given keyword.

Now, we’re going to get into some sneaky tactics… stealing your
competitors’ audience (or at least hijacking them).

For this step, you’ll want to use Backlink Checker. This tool
allows you to check all of the niche pages that link back to the
competitor’s main site. These are referred to as backlinks, and they
can provide some excellent insight into potential target audiences for
your brand.

For example, let’s just say that you happen to notice that your
competitor has a lot of backlinks from athletic-oriented blogs.

You could visit each of these blogs and get a feel for the average user
who’s reading through the blogs. Then, you can use that same data to
create brand-new target audiences for your Facebook ads!

Remember, creating great-performing Facebook ads is all about being the
most creative player in the game.

Customizing Your Target Audience With Facebook Ads

You’ll be able to choose a broad range of customization options when it
comes to your Facebook ads. You can target a broad audience (e.g.,
Facebook users between 18 and 65 who like sports); or, you can target a
targeted, niche audience (e.g., Facebook users who are males between 18
and 30 who like college basketball and the Miami Heat basketball team).

Broad, Niche, and Super-Niche Audiences

Broad ads generally provide you with a higher number of impressions and
are great for generating brand awareness (step 1 in our ad funnel,
described above).

Niche ads, on the other hand, generally won’t provide you with as many
impressions. However, they will provide you with a more targeted,
interested audience. Niche audiences typically have a higher conversion
rate and are great for brand discovery and engagement (step 2 in our ad
funnel).

That being said, you need to be careful about how you pick your niche
audience. If you create too small of a niche and it’s the wrong one,
then you’ll have wasted a lot of money on ads. This is why we recommend
starting with broader ad groups and using accumulated ad data to create
more specialized niches over time.

How To Create Content For Your Chosen Audience

Now, let’s talk about the next most important step: creating content for
your chosen audience.

1) Work On Ideas

First, you’ll want to start with ideas. Write down each key audience and
make a long list of potential types of content that they’ll like. For
instance, millennials tend to prefer video ads while generation Z may
prefer interactive AR-style ads. Some demographics might enjoy a comedic
ad, while others may enjoy a more serious advertising style.

This is all completely dependent on the product/service you’re selling
and the target audiences that you’ve identified through your in-depth
research. Once you’ve created a long list of potential ad styles and
interests for your target demographics, work on writing down some basic
ideas for ads for each audience.

2) Create Content Based On Ideas

Now, it’s time to use your ideas to create content! Let’s just say that
you’ve narrowed down that your product’s target audience mostly consists
of Facebook users between 18 and 25 who appreciate comedy and satire.
So, you’ll want to employ a videographer and maybe a funny friend of
yours to create a funny, engaging video ad to create your ad.

Conversely, maybe your target audience prefers long-form written
content, so you’ll employ a high-quality copywriter to tell a written
story with your ad.

Generally speaking, it’s best to create multiple types of ads for your
brand and test them side-by-side.

3) Publish and Split-Test Content

Once you’ve created and edited your content, it’s time to apply them to
your ads, publish them, and split-test them. Split-testing is the
process of testing the performance of two different ads to see which one
does better. It could involve testing two different ads with the same
audience or could involve testing the same ad against two different
audiences.

During the split-testing phase, you’ll want to conserve your advertising
budget and spend a reduced amount. This stage is all about obtaining
data. So, instead of spending $1,000 on each ad, maybe limit your daily
expenditure to $20/day on each ad.

After a week of running each ad simultaneously, you’ll have some
valuable data that you’ll be able to view in your Facebook Ads Manager.
This will let you know which ad or audience resulted in traffic to your
website or sales conversions!

4) Go All-In On High-Performing Content Ads

After reviewing the data, you’ll be able to tell which ad performed the
best. Or, perhaps neither of them performed well and it’s time to go
back to the drawing board. Either way, you’ll know how to move forward.

If one ad ended up being successful on the limited test budget, then the
chances are that it will do great once you go all-in and invest more
money into it. So, ditch the under-performing ad and invest your
Facebook ad budget into the high-performing ad.

Split-testing your ads can be a bit tedious and time-consuming but it’s
well worth it in the end and will save you a lot of potentially wasted
money spend by taking shots in the dark.

Creating Top-Funnel Facebook Ad Campaigns

At the beginning of this guide, we explained a bit about the three
different layers of an ad funnel. To review, they are:

Brand Awareness.
Brand Discovery.
Brand Consideration and Conversion.

When you’re just getting started out with your Facebook ads platform, you
primarily want to focus on the top of the funnel, or generating brand
awareness. This is for two reasons:

It will help generate valuable ad data to create more niche-related
ads for steps 2 and 3.
It will allow you to focus on slowly leading top-of-the-funnel leads
down the sales funnel.

In this section, we’re going to show you how to create and optimize ads
that will generate overall brand awareness and help you stick out in
Facebook users’ minds. Let’s dive in!

Creating Ads Optimized For Top-of-the-Funnel Leads

When you’re advertising to leads at the top of the funnel, you’ll
generally be advertising to a broader target audience. This will ensure
that your ad receives a broad level of exposure and gets plenty of
impressions.

What it also means is that you’ll need to focus on your ad’s “wow
factor.”

Basically, this is the first time that Facebook users are going to
come into contact with your brand. And as the saying goes, “First
impressions are everything.”

If you create ads that fail to establish a connection with viewers, then
you risk losing a potential customer or at least failing to impress
them. This will make future advertising efforts more difficult and
costly.

So, this means that you’ll want to put your all into making high-quality
ads optimized for your broad target audience. From creating beautifully
edited pictures and videos to writing engaging, easy-to-read copy, you
don’t want to spare any expense or any attention to detail here.

The type of ads and promoted content that you showcase for
top-of-the-funnel leads is going to be less sales-driven and centered
more around generating buzz and brand awareness. In this stage, you’ll
want to focus on really nailing down the value proposition of your
product:

What’s so cool about it?
Why is it the best thing since sliced bread?
What are your customers raving about?
What can you give for free (or at a discount) that will inspire
trust and build awareness?

Creating An Engaging And Effective Facebook Video Ad

Video ads are, by far, the most commonly consumed form of Facebook ad on the internet. In fact,
a recent study
suggested that over 45% of all consumers preferred video ads and 56% of
all millennials preferred video ads over image or text-based ads.

So, if you’re just getting started with your brand and you want to
generate some hype and buzz, then video ads are hands-down the best way
to go. If you can create an engaging and entertaining video ad with a
strong value proposition, you’ll be well on your way to generating
substantial buzz and garnering future customers for your business.

Who knows? Maybe your video ads get so much attention and are so
entertaining that it goes viral and is shared across the platform!

With that being said, here are some great tips to create an engaging and
effective Facebook video ad.

1) Grab The Audience’s Attention

First things first, you need to grab people’s attention! According
to a study by Harvard Business Review,
video ads typically have around 5 seconds to capture viewers’ attention.
That means you need to start off with a bang. A boring conversation or
irrelevant scenery won’t cut it when it comes to getting new viewers to
care.

For example, if you’ve ever seen the video ads for Dr. Squatch soap,
you’ll remember the first five seconds feature the protagonist yelling
at the screen, saying, “You’re not a dish; you’re a MAN!” which is
followed by him throwing a plate and shattering it.

Instantly, the viewer is hooked and wants to know what all the hype is
about. Before long, they’ve watched an entire 8-minute-long ad without
even realizing it. If you watch some of the old Oxi-Clean ads by Billy Mays,
you’ll notice the same thing.

Be engaging, grab their attention, and hold it!

2) Add Video Text and Captions

These days, people require more effort to keep their attention.
Otherwise, they’ll be trying to read somebody else's comment or message
while they’re watching your video (which isn’t conducive to sustained
attention).

So, to make your videos more engaging, throw some large-font text and
captions into your video at certain intervals where you want your viewer
to be fully engaged. Use power words in these captions that grab
attention.

Also, keep in mind that many viewers will be consuming your content and
ads while they’re at work, on the toilet, or somewhere else where they
can’t play your ad at full volume. So, it’s always a good idea to add
closed captions to your video, so people can see what you’re saying even
if they have the volume turned down.

3) Don’t Skimp On Editing

If you want to impress your viewers, then you need to make sure that
you’re creating videos with great editing. Put yourself in the shoes of
your viewer… If somebody was trying to sell you something but didn’t
even take the time to edit a paid advertisement, would you have faith in
the product or service they’re advertising?

… Probably not.

So, download a free video editor and teach yourself some basic video
editing by watching YouTube videos. Or, better yet, go on a site like
Fiverr or Upwork and hire a freelance video editor to edit your
commercial for you, so that you can focus on the important stuff!

4) Thumbnails Are EVERYTHING

Whether you’re creating your own video ads or contracting them out to
freelancers, remember that thumbnails are everything. If your video ad
doesn’t have an attention-capturing thumbnail, then nobody is going to
press play and even try to watch it, in the first place.

5) Use Real Footage and Testimonials

Lastly, consider adding some real-life footage of your product/service
to your video ads. Inserting clips of a customer’s testimonial is also a
great way to garner some trust from the jump.

It shows that other people are on board with your brand and like what
you’re selling. Using footage of your product itself is also a great way
for viewers to simulate what it’s like for them to use the product for
themselves.

Copywriting Tips For Facebook Ads

Creating a great video should be the first step of creating a top-funnel
Facebook ad designed to attract the attention of new users. However, the
copy that you write for your ad is just as important.

Writing copy isn’t just for text-based or image-based ads, either. You
can attach a significant amount of copy to a video advertisement as
well. In fact, you should. The better of a presentation that you can
give on your brand in one go, the more effective it will be at
generating a response from your viewers.

Also, keep in mind that people are used to focusing their attention in
multiple directions at once. This means that many viewers will enjoy
reading through your ad copy as they’re watching or listening to your ad
video at the same time. The more ways that you can capture and keep
their attention, the better chance you have of being remembered.

So, with that being said, here are some helpful tips to write great copy
for your Facebook ads.

1) Consider The Audience’s Needs

Throughout the course of your video ad, you’ll be addressing some of
your audience’s primary needs and explaining how your product/service
can address them. You should also write about them and ensure that
special care and attention is given to them.

This may mean discussing primary audience needs at the top of the ad
copy in order to immediately grab readers’ attention. As they’re
scrolling down past your video, maybe a key word or phrase grabs their
attention and they’re like, “Wait, maybe I SHOULD see what this ad has
to say!”

2) Create An Emotional Connection

Learn how to create an emotional connection with the viewer. This
emotion can be positive, negative, or relatable (the most common).
Sometimes, when you connect on overly positive or overly negative
emotions, you risk turning away viewers who don’t feel that way.
However, by focusing on a level of relatability, you can create a true
connection with the viewer.

For example, let’s just say you’re selling a t-shirt that doesn’t
wrinkle…

Instead of expressing anger at t-shirts that do wrinkle or expressing
joy at t-shirts that don’t wrinkle, maybe express the relatable feeling
of being in a rush to work and having to iron your shirt before you miss
the bus. Everybody reading will be like, “Yep… I’ve been there before!
Maybe this guy’s product is worth a try.”

3) Keep It Simple, Stupid

Ultimately, people like simple content. Most people aren’t on Facebook
to read a lengthy manifesto. They’re there to consume quick, engaging
content, whether it’s a friend’s status update, a funny video, OR a
relatable advertisement.

So, while your ad copy should be engaging, should grab attention, and
should create an emotional connection, it needs to do this simply.

Avoid lengthy 5 or 6-line paragraphs that hurt peoples’ eyes. Instead,
focus on short 1 or 2-line statements. Use bullet points, spacing, and
capitalized words to grab attention and make your copy easy and simple
to read.

Remember, half of the people reading your ad are surrounded by noise and
distractions, so the simpler your ad copy is to read, the better the
chance that it’ll be read.

4) Tell A Story

Hey, people like stories. When you explain the process that led to you
creating this product or how hard you had to work to create the ultimate
service package, it gives people a small window into the background and
history of the brand.

When Johnny Walker displays their ad detailing hard-working men and
women in a distillery working in the early-1900s, it shows brand
history, legacy, and appreciation for the hard work that goes into
creating a fine whiskey.

No matter what you’re selling or advertising, there’s a story behind
what it took to create it. You don’t have to bore them with all of the
details, but try to explain some catalysts and breakthroughs that led to
the creation of “the ultimate product.”

Free Webinars = Lots of Leads

One of the most tried and proven methods of lead generation is to offer
free webinars. Webinars are basically short, detailed live-video
presentations that focus on specific topics relating to your brand or
service. Chances are that you’ve probably attended a few free webinars
yourself!

Hosting a webinar has numerous benefits for your brand, such as:

It shows that you have valuable information to offer.
It shows that you’re an expert in the field.
It builds trust with potential customers and leads.
It builds your list of email and phone leads.
It can be used to upsell your other products and services.
It’s great for brand awareness.

Let’s just say that you own a travel agency… You could host a webinar
showing people how to find low-cost, high-value activities on their
trips. Maybe you own a large landscaping company and host a webinar on
how to plant and care for seasonal flowers. Or, perhaps, you own an SEO
agency and you host a webinar on how to use Google Analytics.

Your webinar should offer something valuable. You don’t want to BS your
viewers, or else they’ll lose faith in your brand forever. This means
it’s essential to provide them with useful, targeted, and practical
information. This will build trust and show you’re willing to give.

However, your webinar shouldn’t give everything away for free. You’ll
spend a lot of time talking about concepts or showing specific
instructions to accomplish a specific task. Then, you’ll insert your
upsell by saying something along the lines of, “If you want to learn
more and get an in-depth view of my exact sales copy, get one-on-one
access with me, click the link below to join my mastermind group.”

On one hand, you’re giving away free, valuable information… But with the
other hand, you say, “Here, I have SO MUCH MORE to offer you if you’re
willing to compensate me.”

So, here are some tips to create a great webinar!

Marketing Your Webinar On Facebook

Once you create your webinar, Facebook is one of the best places to
advertise it. It’s best to schedule your webinar for some time in the
near future (let’s just say a few days or a week in advance).

You can run a lead generation-style Facebook ad designed to get your
target audience to submit their email in exchange for being able to
attend your webinar.

Marketing Your Webinar With SEO Tools

Social media is a great place to market your webinar. However, it’s also
a great idea to try to market your webinars with SEO tactics to get them
ranking in Google SERPs results. For this, you’ll want to have a solid
understanding of your target audience and the keywords they’re using to
find your brand.

Ranktracker’s Keyword Finder and SERP Checker tools are great for
finding niche keywords that you can use to advertise your webinar and
quickly ranking it on the first page of Google.

Ranktracker’s premier Rank Tracker tool will help you track your
webinar page as it ranks higher and higher in search engine results for
the targeted keywords. The Web Audit tool will also show you the
best steps you can take to improve your webinar landing page and how to
make it rank higher and get more attention.

Remember, your webinar doesn’t have to just be a one-time event. Maybe
you plan a solid webinar and offer it on a weekly basis to new leads. A
single, high-quality webinar can be used and re-used over the course of
an entire year if you plan it well.

It’s just like how public speakers or traveling artists repeat the same
seminar or perform the same songs throughout the course of their
seasonal tours. Each time, you’ll be addressing new leads, which means
the content will be new to them. So, it’s worth investing time into
promoting your webinar over time.

How To Create A Successful Webinar

To start with, you’ll need to create a webinar. Overall, this should be
the easiest part of the whole thing. All you’ll be doing is presenting a
topic that you’re already well-versed in and sharing it with others. To
you, it might be old news; but to new leads, this could be vital,
valuable information that they never knew existed!

Here’s how to create a successful webinar that’s guaranteed to get you
tons of high-quality, targeted leads.

1) Start With A General Topic

First off, you’ll want to start off with a general topic. Save all of
the hyper-advanced content for your paid webinars or your paid
services/products that you’ll offer in the future. For example, if you
do seminars showing people how to make money in real estate, consider
offering a free webinar on what real estate wholesaling is.

It’s a generalized topic that most newcomers to the industry don’t know
about. However, it’s often a complicated topic that’s best explained in
a webinar-style format where you can spend 30 minutes breaking it down
into simple, easy-to-understand terms.

If you’re having trouble coming up with a topic for your webinar, then
pull up Ranktracker’s Keyword Finder tool. Then, enter your niche’s
primary keyword into the search bar. Within 60 seconds, you’ll be
presented with a long list of long-tail keywords and specific questions,
key terms, and keywords that Google users are asking about relating to
your niche.

You can easily find a common theme in the search queries and make a
webinar addressing it! In fact, the more popular the question or search
query is, the better your webinar will do.

2) Plan Your Webinar’s Content Around Your Target Audience

When creating your webinar, you’ll want to ensure that the content
itself is geared towards your target audience. This means you’ll want to
be thoughtful about your presentation, how you speak, what terminology
you use, and how advanced the topics you’re speaking about are.

For example, if your key target audience consists of Facebook users over
the age of 45, then you may want to be a little less technical when
speaking about technology. Conversely, if your target audience is
between 18 and 30, you’ll want to be more active, engaging, and funny.

Really try to put yourself in your viewers’ shoes. What are they like?
What are they curious about? What are their goals and aspirations? How
can your paid products and services help them grow?

3) Get To The Point, Fast

When you create your webinar, it needs to get to the point fast. This is
for several reasons, among them:

People have short attention spans (and it’s even shorter when it’s
something they didn’t pay for).
You don’t want to be boring.
You want to seem like a professional who can break a topic down
quickly, not an amateur who’s still learning about the topic
themselves.
You want to give the appearance that your time and knowledge are
valuable. A 2-hour-long webinar just says that you have too much
free time on your hands.

At the end of the day, the faster that you can convey value, the more
valuable you’ll be in the eyes of your viewers.

Think of the last time you were at an ice cream shop… yeah, the ice
cream is good, but is it really worth waiting in a super-long line
for? Eventually, the content itself loses value when it takes up too
much of the viewer’s own valuable time.

Plus, you want your viewers to stick around until the end, where you
focus on upselling your other products and paid services. If they don’t
even make it to the end, they’ll never see the upsell.

4) Offer Value

One of the worst things that you can do in a webinar is to fail to
offer value. This is where a huge portion of online webinars absolutely
fail. They promise to offer “insider knowledge” or an “in-depth break
down” or “top secrets” just to spend 30 minutes talking in circles.

If somebody gave you their email address and sat down to take time out
of their day, then it’s your obligation to reward their effort with
something valuable. Not only is it the right thing to do, but it will
build trust and motivate your leads to convert into sales.

5) Upsell Services and Products

Lastly, if you’re giving away something for free, then you’ll want to
upsell your other services and products as well. The goal of your
seminar should be to give your viewers a kind of “sample” of what
they’ll get with your actual paid content. It should still be valuable,
but it shouldn’t be the whole enchilada.

For example, perhaps you offer a webinar on how to close a sales call.
You give some great, valuable sales information. Then, towards the last
5 minutes of the webinar, you mention how your mastermind subscribers
will have access to hundreds of specific sales scripts that you used to
build your successful business.

See? You provided value and hit them with the upsell at the same time.

Streaming Your Webinar

Lastly, you’ll need to stream your webinar. There are a number of ways
to go about this, but the best way is to create a Zoom meeting. By now,
you should all know about Zoom… After the COVID-19 pandemic, almost
every major school and business in the world was using the virtual
meeting platform.

So, basically, you’ll want to set up your webinar’s landing page with an
email submission form. Then, you’ll create an auto-reply message that
will automatically send subscribers an email with the link to your Zoom
call, so they can access your webinar.

You could also have private webinar-style videos uploaded to a private,
un-indexed URL of your site. Then, you could email your subscribers the
link to that particular private link.

How subscribers access your webinar isn’t quite as important as the
webinar itself.

Building A Landing Page For Your Webinar

Once you’ve decided on the content of your webinar and how you plan on
presenting it, you’ll need to build a landing page for your webinar (or
pay somebody else to do it). The landing page for your webinar is very
important because it has the power to either turn visitors away or get
them to submit their email addresses.

Your webinar’s landing page will primarily receive traffic from your
Facebook and other social media ads. However, if you do your SEO
correctly, you can also get your webinar to rank in Google SERPs
results, allowing you to get two birds with one stone!

Here are some helpful tips for building a solid, results-driven landing
page for your webinar.

1) Create An Optimized Landing Page

If you’re going to do something, you may as well do it right. So, yes,
even though your landing page is primarily going to receive traffic from
social media ads, you should optimize it for SERPs ranking as well.

Why? Well for one, you’ll be able to re-use the same landing page for
future webinars. So, if you take the time to rank it once, then you can
periodically change the copy or title of the webinar to fit a new,
similar webinar you’ll make in the future.

Ultimately, it just opens the door to receive more organic traffic from
Google in the future. We’ll be using tried and true SEO techniques and
tools to help your landing page rank organically in SERPs results.

First, we’ll open Ranktracker’s Keyword Finder and SERP Checker
tools. We’ll use the Keyword Finder to identify high-value,
low-competition keywords and secondary keywords that your webinar page
can rank for. We’ll then use SERP Checker to double-check how
competitive each keyword is.

Then, we’ll take note of these keywords and use them to write our
webinar landing page’s copy.

Next, we’ll open Ranktracker’s Web Audit tool to audit our landing
page. This will let us know if there are any outstanding errors that can
be fixed to improve the overall optimization of the page.

With any luck, your landing page for your webinars will rank within a
couple of months. This, in turn, means more organic traffic, more brand
awareness, and future marketing opportunities for your site.

2) Make Your Page Pop

Now that we’ve gone over the basic SEO aspects of creating a webinar
landing page, it’s time to create a great-looking page. For this, you
may want to enlist the help of a UI/UX expert. If you don’t have those
type of funds, then consider using a platform like ClickFunnels, that’s
designed to create a “funnel” driving each visitor to submit their
email.

Use lots of bold text, colors, video, images, and insert tons of
testimonials. Pretend you’re putting on a live concert. The more hyped
you are about the free webinar you’re hosting, the more value that
visitors will attribute to it and the more likely they’ll be to attend.

3) Use Engaging, Sales-Driven Copy

As the viewer scrolls through the page, taking in all of the media,
they’ll need to be slowly guided down the page until the eventual form
submission. This is accomplished by writing engaging, sales-driven copy.
Obviously, you’re not selling them a product or service at this time,
but you are selling them on yourself and your webinar.

Why should they take the time to give you their email? Why should they
listen to what you have to say for 30 minutes? What makes you an
authority on the matter? Answer all of these questions as you guide each
visitor down the page.

4) Call-To-Action and Registration

One of the most important aspects of the landing page is to create a
great call-to-action towards the bottom of the page. You may want to
include multiple CTAs throughout the page if you have a longer page.

Your CTA should be something along the lines of, “This won’t be free
forever. Sign up today to reserve your spot in my FREE webinar on [xyz
topic]!” Obviously, use your own words; but you get the picture.

5) Auto Reply Email System

The last and final aspect of your landing page is that it should be
linked with an auto-reply mailing system. There are a number of
different services you can link to your landing page’s email submission
form, but the most popular is MailChimp, as it easily integrates with
most website-building platforms.

Basically, as soon as a lead submits their email to your form, you’ll
want the system to generate an automated reply thanking them for signing
up and sending them instructions for how and when to access your
webinar.

Advertising Your Webinar On Facebook

Once you’ve put together a solid plan for your webinar, you’ve
identified your target audience and constructed a landing page, it’s
time to start advertising your webinar! As we mentioned earlier in the
guide, it’s always a good idea to split-test multiple ads targeted at
different audiences or that feature different sales copy or ad styles.

Use Facebook’s Ad Manager to create several ads with the intent set to
‘lead generation.’ Then, run them simultaneously on a low budget for a
week. Whichever ad generated the best results and metrics, invest your
marketing budget into it.

Ranktracker’s SEO Tools Can Help You Grow!

By following the steps we’ve outlined in this guide, you’ll be able to
generate a large number of highly targeted leads for your business. On
one hand, you’ll be using Facebook ads to generate overall awareness for
your brand. Then, you can use free content such as a webinar to provide
your ad viewers with a value proposition.

Remember, it’s all about value. The more value you can offer, the more
your ad’s viewers will trust you, and the more likely it is that they’ll
convert into paying customers and clients one day in the future.

So, what’s our value proposition?

Well, that would be our groundbreaking Ranktracker SEO toolkit. Your
subscription gets you access to four powerful tools, including:

Rank Tracker (tracks a URL as it moves up or down in Google SERPs
results).
Web Audit (performs a full, 100-point SEO audit on your webpage,
telling you what needs to be fixed).
Keyword Finder (helps you identify long-tail keywords and
secondary keywords relating to your brand’s primary keywords).
SERP Checker (lets you check how competitive each keyword is and
view key metrics on the top competitors’ sites).

We also offer the Backlink Checker tool, which allows you to effectively
scan any site on the internet for a complete view of their backlinks.
You can then use this information to steal backlinks for your own site
or to identify brand-new target audiences that you can target with
Facebook and social media ads.

Facebook is currently the world’s largest social media platform, and
it’s quickly approaching 3 billion global users. So, if you’re not
advertising on the platform and optimizing your webpage content with
Ranktracker’s SEO toolkit, then you’re missing out on one of the
biggest opportunities in modern history!

The question is, “Are you ready to rank?”

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Table of Contents

Intro