Hi, my name is Ryan and I am in charge in overseeing digital advertising here at Toth Media. A question we get asked a lot is what we do to get more leads for businesses. This article is going to outline a strategy you can try for your local business. The strategy’s concept is really great & versatile. The execution outlined here is simple, but can be built upon into a much more layered & complex execution as well. Let’s get started.
Our strategy for this campaign is fairly straightforward. All local service business should be doing Google Ads. However, this is a Facebook & Instagram strategy that can prove to be cheaper than Google Ads.
Essentially, our plan of attack is creating several different blog posts and running those as ads on Facebook and Instagram to get people in your service area going to your website and reading your articles.
Then with the help of the Facebook Pixel, we will retarget those people who have read your blog post with an additional ad with a call to action for a quote.
This is a VERY simple outline of the concept and strategy. In ad funnels we have done, instead of 2 steps, there are 5+. However, it is always best to start with the lowest number of steps and then progressively add depending on what the data is telling you.
What You’ll Need
If you are unsure what any these are or need help with them, there are a ton of great articles that come up on Google after a quick search!
- A website with the ability to post blogs/articles/content
- Google Analytics account and code on your website
- Facebook Ad account & Facebook Pixel installed on your website
- Money to spend on ads
- Willing to write (or get somebody to write) 5+ blog articles for your website
Step #1) Write 5+ Blogs Relating to your Business/Industry
There are many great articles out there for the basics of writing a blog. However, there are several key components that you will want to hit when executing this strategy. The first is a general one for the angle and voice of the blogs, you want to think and write in terms of how valuable & understandable your content will be. You have to assume the potential customer won’t have any knowledge of your industry.
For example, say I own a landscaping company and I have a lot of success with replacing customers lawns. So one of these articles is going to be about that. Now, you don’t want to write about how awesome my landscaping company is. I want to write about things people should know when replacing their lawn!
A great article, in this case, would be “The Top 5 Things Everyone Should Know When Replacing Your Lawn”. Now if I am a homeowner browsing Facebook, I am going to find that very valuable to read, especially if I am thinking of replacing my lawn in the near future. Another great angle we like is the “Do’s & Don’ts of Replacing Your Lawn”. Again, do 5+ of these kinds of articles.
The other key point to know about writing your blog is to use sub-headings. This is NON-NEGOTIABLE. First, it allows the reading to skim the article to know if it will be valuable to them. More important, it just breaks up the content and makes for a much more enjoyable reading experience.
Step #2) Set Up a Facebook Ad Campaign Promoting Your Blog Articles
First, a quick word of advice. If you haven’t used Facebook Ad Manager (where you set up and run Facebook & Instagram Ads) before, again, there are a ton of great articles and videos on YouTube to help with that. More importantly, it will get easier to navigate & understand the more time you spend in it. Believe me, the first time I looked at it, my head was spinning!
Ok, now the fun part. We have to get people reading your blog! This is were Facebook Ads come into play. Now that you have your Facebook Ad account set up, we are going to create a campaign with the goal set as traffic. Now for the fun part.
Then you want to create your ad set. This is where you are going to be setting things like budget and targeting (who Facebook is going to show your ad to). In this example, as a wanting to promote my grass replacement article, I am targeting people who have recently shown interest in landscaping, home improvement, etc. This is a great place to start as, for this exercise we are keeping it fairly simple.
We are releasing our guide to Facebook targeting soon, so stay tuned! You can sign up for our newsletter to get notified of releases like this and more. Click here to do so!
In addition, you are going to want to pay attention to your audience size. Something that we are finding in 2019 is Facebook’s algorithm is getting more complex and is becoming better at processing larger sets of data. Essentially, the larger the audience the more data Facebook has to work with to optimize who the best people to show your ads to. However, when in comes to local businesses, obviously your audience size is going to be much more limited than a national or international company.
Step #3) Retargeting Blog Readers with New Ads
The next step is setting up ads to retarget blog readers. You will want to go over to the audience tab in your Facebook Business Manager. Then go to ‘create audience’ then click on ‘custom audience’. Then click on ‘website traffic’ as your source. This is creating the custom audience of people who have visited that specific page/article on your website.
Facebooks likes more data then less, so obviously the more people who read your blog the better Facebook will perform.
You can have a lot more complex next few steps, however, for the sake of simplicity, we are going to keep the retargeting to one additional ad in the ad funnel.
This can take place in two different options. This can be either set up with creating a landing page for a click through (traffic campaign) or you can set up a Lead Generation (lead generation campaign) to have a direct contact form directly in Facebook.
This next campaign and ad you create is a simple call to action. For example, you would take a photo from a recent project with ad copy along the lines of “See how much your lawn replacement would cost” or something along those lines. This ad needs to be tested with multiple versions and keeping a close eye on the data and results.
Again, this is a general concept for the strategy. The number of steps in the ad funnel can be a lot high in getting your leads from cold traffic to warm leads. You can retarget with more blog content or a video from out in the field. There are a lot of options you can go with. Each business and industry is different, but once you find out the right combination – it will prove to be incredibly worth the work.
In addition, you can bundle your blog posts into longer form PDFs/’Complete Guides’ and offer that as a lead magnet and receive potential leads information and start them on a nurture campaign. You can learn more about lead magnets here.
Step #4) Review Blog Data with Google Analytics
Now that you have had some traffic going to your website, you should be reviewing your blog posts view Google Analytics. You will be able to see how long people are staying on the page and if they are reading the article or are leaving quickly. This feedback will let you know if you need to make adjustments to your content.
That’s the outline of the concept. Fairly straightforward what I have outlined today, however, it lays the base to build upon for more complex campaigns that have proven effect for local business across the country. It is absolutely worth your time & investment.