Would you like to incorporate Facebook video ads into your marketing funnel, but you’re not sure how to do it?
In this step-by-step guide, you’ll learn;
- Why video should be a part of your lead generation strategy
- How to establish goals for your ads so they deliver the results you expect
- How to create a list in your email marketing platform to collect leads
- How to create and optimize your landing pages
- How to create a compelling video that converts viewers to leads
- How to create your Facebook ad
Why video should be a part of your lead generation strategy
The growth of online video is nothing short of explosive.
With advances in technology, and the declining cost of equipment, most any real estate agent can incorporate video into their lead generation strategy.
If you aren’t convinced that you should take the plunge into video, consider these facts;
- Cisco reports that, by 2019, video will account for over 85% of all Internet traffic.
- YouTube reports that mobile video consumption doubles every year.
- 90% of consumers state that watching a video about a product or service is helpful in the decision-making process.
Facebook recognizes the increasing influence of video and they’ve made it no secret that they intend to become the preferred video platform.
The result is that video ads are currently some of the cheapest on the market, averaging about $4 for 1,000 impressions or $0.01 per video view.
The ability to track, and re-target, those who watch your videos further solidifies Facebook’s commitment to prioritizing video content and makes it a “must have” addition to your marketing funnel and lead generation strategy.
So let’s dive in and see how you can create effective video ads for your business.
Step 1: Establishing your ad goals
With any advertising campaign, you should first determine the objective of the ad.
What do you want the ad to accomplish?
Many agents advertise to “get their name out there”.
But let’s be truthful. These are branding ads, the domain of large well-funded companies such as Coca-Cola, McDonalds and Apple.
You don’t have the budget to advertise this way – at least if you want to stay in business.
As a small business owner, you need to hold your advertising dollars accountable for producing the desired results each and every time.
That’s where direct response marketing comes in – and what we will focus on in this article.
Direct response marketing is both trackable and measurable so you are able to determine if the campaign provided an acceptable return on your investment.
Unlike the ego-based branding ads, your direct response ad is designed to solve a specific problem for your target audience by providing educational materials that position you as an authority. Your ad is designed to elicit an immediate response and compel your prospects to take some specific action, such as clicking a link in your ad and providing their contact information to get your content.
You’ll start by identifying a target audience – the prospects for your real estate services.
These people most likely have never heard of you. Or, if they’ve heard your name or seen your signs, they don’t know anything about you.
You will make an offer of educational materials, such as an ebook, that solve a specific problem for your prospects. In this article, we will focus on helping homeowners understand how they can achieve market-beating results when selling their home.
Once your prospects see your ad, those who are interested will click through to a landing page and provide their contact information to receive the free guide you are offering. At this point, they have transitioned from being a prospect to a lead.
So how many leads do you expect your ad to generate?
Let’s assume the target audience for your ad is 6,000 homeowners. It would be reasonable to obtain 60 to 120 leads from your ad.
This becomes the goal of your ad – to generate 120 new leads.
Then you can measure the results of the ad campaign to determine if it was successful at generating the desired number of leads.
In the video below, we’ll explore the Facebook video ad funnel that we will create to meet our objectives.
(Note: To view the videos in this article in full screen mode, click the arrows to the far right of the player once the video begins.)
Step 2: Setting up your email list
Now that you have determined the goal or objective of your ad, your next step is to create a list within your email marketing platform where you can collect the leads.
There are two important points to keep in mind about your email list;
- First, you want to automatically add any leads from your ads to an email list so that you can communicate regularly with people who have expressed an interest in your services.
- Second, creating your email list will enable you to integrate it with your landing page as we will see shortly.
The video below provides step-by-step instructions to create an email list using MailChimp.
Step 3: Creating your landing pages
Your Facebook video ads can only be so long and still be effective.
According to Visible Measures, 20% of viewers will click away after 10 seconds or less. 45% of viewers will stop watching your video after 60 seconds.
So while your video ad is designed to capture the attention of your target audience, it can’t do the entire job.
That’s where landing pages come in.
Now that you’ve gotten the attention of your viewer, your landing page must provide the additional information they are looking for and provide a compelling call-to-action.
In the video below, we will explore how to use Leadpages to create a landing page, a thank you page and have your free guide automatically delivered when people opt-in for your offer.
In the video, I mention PSD Covers, a resource for Photoshop templates to create 3D covers for ebooks.
Step 4: Creating your video
The video you create to use in your ad has a lot of responsibility.
It has to grab the viewers attention and let them know, very quickly, why they should continue to watch – let alone wait until the end of the video and click the link to your landing page.
There are a few important ideas to keep in mind when creating your video;
1. Make an immediate impact. Your video has about 2-3 seconds to grab the viewers’ attention and must provide a compelling reason for them to click through to take advantage of your offer. And it has less than 20 seconds to accomplish this goal.
According to Social Media Examiner, the drop rate, as shown in the graph below, was highest after the first few seconds and only 33% of viewers actually finished watching the entire video.
Keeping the value proposition of your ad as close to the beginning of your opening sentence as possible will enable your prospects to immediately see the benefits you are offering.
To continue with the example we’ve used throughout this article, you have a guide that can help homeowners achieve market-beating results when selling their home.
Instead of starting your video out by saying, “Thinking about selling your home? I’m Greg Lyles, a real estate agent with ABC Realty. You can learn how you can achieve market-beating results by clicking the link at the end of this video to get a copy of my free guide. . .”
“You can achieve market-beating results when selling your Buckhead home. Hi, I’m Greg Lyles and I’ve helped dozens of area homeowners achieve superior results. I’ve put all of the secrets together in a free guide. To get your copy, simply click the Learn More link at the end of this video.”
By stating the benefit to the viewer at the beginning of the video, you let them know what you are offering, how they benefit and what they must do next if they want to take advantage of your offer.
That simple video script takes about 15-20 seconds to complete, depending on how quickly you speak.
2. Use a thumbnail image that gets attention
Many Facebook users have turned off the autoplay feature for videos, so until they choose to play a video they only see a thumbnail.
By creating an attention-grabbing thumbnail, you increase the likelihood of getting the viewer to watch your video. You can use online tools such as Canva to create your thumbnail image.
Keep in mind that the image must be the same aspect ratio as your video.
For example, if your video was produced at 1280 x 720 pixels, that is a 16:9 aspect ratio. Here is a handy calculator to determine how to scale any image using a given aspect ratio.
3. Optimize for mobile
As more people access Facebook and watch videos on mobile devices, consider adding subtitles to your video to attract the attention of people who do not have their volume turned up.
This enables them to see what your ad is about versus hearing your message.
Additionally, when creating your Facebook video ads, set them to play only when a mobile device is connected to wi-fi. Otherwise the viewers connection speed may be inadequate for your video to load and play without buffering – creating a less than acceptable experience.
Step 5: Creating your Facebook video ad
OK, you’ve developed your free guide that you are offering as a lead magnet.
You’ve created your email list in Mailchimp where you will add new leads.
You’ve uploaded your free guide to Leadpages and created your landing and thank you pages.
And you’ve produced your video.
Now you’re ready to create your ad.
There are numerous options for creating Facebook video ads. To accomplish the goals we set for our ad campaign, we are focused on sending traffic off of Facebook to your landing page.
In the video below, you will see the exact steps to create an ad based on this objective.
By following the steps outlined in this article, and in the videos, you will be positioned to create effective Facebook video ads that keep your pipeline of leads full.
You can follow the same steps to offer different educational content that either appeals to different needs of your target audience, such as;
- How to achieve market-beating results
- How to get their home ready to sell, or
- Monthly market reports
or to target different segments of prospects, such as;
- Buyers versus sellers.
- Investors who buy, fix and flip versus investors who buy and hold, or
- Luxury homeowners versus renters.
The possibilities are virtually unlimited.
By identifying a target audience that you want to serve, discovering their unique wants and needs and creating valuable educational content, you can then harness the power of Facebook video ads to reach your prospects and convert them into a steady stream of leads.