The Definitive Guide to

Lead Generation
with Facebook Ads
by
 Table of contents

1. What is Lead Generation and why does it work?

2. How to use this guide
3. Find your Lead Magnet

4. Create your Landing Page

5. Drive Traffic to your Landing Page
5.1. Lead Generation With Facebook Ads
by Massimo Chieruzzi
5.2. Generate Leads out of everything
CEO, AdEspresso
6. Lead Nurturing… Close the sale!
7. Your Turn: Download the Checklist. Get Things
Done!

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Lead Generation is a hot topic and every time
I find myself discussing it on a call I wonder
why I have not written about it yet on our blog.
It’s a topic I am very passionate about and it is
incredibly easy to generate leads using a Facebook
ad campaign.

So here I am, writing this valuable guide for

you! Together we’ll see how you can bring your
campaigns to the next level, and set up a winning
lead generation process.

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 1 Chapter One
WHAT IS LEAD GENERATION AND WHY DOES IT WORK?

In marketing, lead generation is the generation customer.

of consumer interest or inquiry into products or
services of a business. For the purpose of this Think of your relationship with someone you want
article, lead generation refers to the generation to turn into a customer in terms of a romantic
of consumer interest. A list of qualified leads is interest. If you fancy someone, it’s not standard
a priceless asset for your company. It’s cheap to procedure to immediately go up to them and
build and works great for every kind of business, ask for their hand in marriage. You want to talk
including “boring” B2B companies. to the person, ask them to a date or a few dates
and make sure that you are both truly compatible
Here are two reasons why Lead Generation is so and then maybe you will ask them to be your life
important: partner.

It’s cost efficient It’s the same with online sales. You talk to your
Facebook Ad Design IllustrationGetting someone’s users with a blog post, or a Facebook Ad. You get
email is much easier and cheaper than trying to to know each other through lead generation and
close a sale right off the bat. It’s also a great way finally, if there’s a fit they’ll become customers,
to start building a relationship with a potential and you have your happy ending.

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It builds Brand Awareness and Loyalty Rand Fishkin at Moz noticed the same trend:
Who would you rather buy from- An unfamiliar
brand that shows you an ad that pushes their "Those who visit organically and are
product and agenda, or a brand that you trust, part of our community (social followers,
that has constantly provided you valuable subscribed to our blog, getting the Moz
information for free and invested time into a Top 10 emails, etc) tend to have a much
relationship with you? longer customer lifetime value (CLTV)
than others"
This answer is usually the latter. AdEspresso’s
customers who have engaged with our
Rand Fishkin, Wizard of Moz
Facebook Ads blog and eBooks in the past have
a significantly higher LTV (lifetime value) than
customers who immediately subscribed without
an underlying relationship with us and our
content.

Here’s an example (based on one of our customer’s

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data) of what you may achieve with Lead
Generation:

Direct Advertising
Cost to Acquire a customer: $15
Average Lifetime Value: $167

Lead Generation
Cost per lead: $1.5
Conversion rate from Lead to Customer: 20%
Cost to acquire a customer: $7.50
Average Lifetime Value: $237

Can you see the difference? Through lead

generation he managed to halve the cost to
acquire a customer while also increasing the
revenue generated by each customer!

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 2 Chapter Two
HOW TO USE THIS GUIDE

The best way to use this guide is to put it in about it. When you are ready, open up our checklist
practice. Follow Facebook’s motto: “Done is and start working on it! Within a week, you can
better than perfect”. have your lead generation machine all set up, and
that is a promise.
I’ve tried to make this guide as digestible and
actionable as possible. I’ll guide you step by step Don’t aim for perfection, you can start improving
through every tool you need to get started with and fine-tuning every single step the day after your
lead generation. first lead magnet is online. But first, you need to get
it done.
I’ve also created a downloadable checklist you
can use to track your progresses and help you
define your first Lead Generation campaign.
Download it now!

Read the guide, and take some time to think

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 3 Chapter Three
FIND YOUR LEAD MAGNET

A lead magnet is anything that your potential thing.

customers will find valuable. You’re going to • It will provide immediate gratification to your
offer it for free in return for their email and users
consequently a chance to develop a relationship
• They’ll be immediately ready to move to
with them.
the next phase of the funnel and become
customers
Most advertisers automatically think of eBooks
• They will take less time and effort on your end
while brainstorming for lead magnets. While
to create
eBooks are a great lead magnet, they’re also
extremely time consuming to write.
Here are some great examples of Lead Magnets
you can offer.
A lead magnet does not need to be a 50 page
book. It can be as short as a 1 page PDF or an
Excel template. As long as it provides value to your
users, a less bulky lead magnet can be a great

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eBooks: One of the most classic lead magnet, we use it a lot with our Facebook
Ads eBooks and it works great. On the downside they take a long time for the
user to read and even longer for us to write.

Articles: Often you don’t need to write a whole book. Offer users a
downloadable .pdf version of your top articles for future reference. They’ll love
it. Brian Dean at Backlinko use this tactic a lot.

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Free Tools: Offer you users a free tool (online or downloadable). This Lead Magnet has a very high perceived
value and you can ask more information about the user in return for it. We have successfully used it with
Facebook Ads Compass, Hubspot has a free Marketing grader and Neil Patel a Website Analyzer

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Checklists/Templates: We’re doing this right on this page with our Checklist for creating a Lead Magnet. It
takes little time to create these magnets and they’re valuable for the user to apply what they’ve read. Other
examples include excel templates of reports and so on.

Discounts: Widely used by eCommerce websites. Sign up to the newsletter and immediately receive a 10%
discount. They can be somehow less performing but they take virtually no time to implement!

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• Prizes: Contests with prizes are quick to setup, easy to promote and can go viral. Be sure to give away prizes
strictly related to your industry, not a Ferrari (unless you sell luxury cars) or you’ll end up with totally useless
leads.
•

• Video Training: What I love about video training is that it’s extremely personal. It creates loyalty and a strong
connection with your potential customers. The downside is that they are very time consuming and unless you
are very good at it, can make you seem an amatuer so practice a lot before creating one.
•

• Quiz & Surveys: Some users love Quizzes & Surveys. We tried this kind of magnet with our Facebook Ads Test.
I have to say it was not one of our biggest success. The perceived value is usually pretty low.

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• Email Courses: This format is just great for repurposing. Have a great post or ebook? Just split it up in 10
parts and offer it as a daily/weekly course on the subject. It’s super easy to create but the downside is the user
won’t be ready to move to the next step immediately.

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There are so many different Lead Magnets that conversion rate will be.
you can offer! This is an absolutely partial list, the
options are only limited by your creativity. Let’s say you want qualified leads about cooking.
Recipes are the most obvious lead magnet. Yet,
Now that you know some of the options you the internet is flooded with recipes. Adding to your
have, it’s time to better define what the ideal lead site something like “Subscribe to our newsletter
magnet looks like. Your ideal lead magnet should: and receive our Free Recipes” won’t be so tempting.
You’re not addressing a specific problem your users
• address a very specific niche of users have and you’re not identifying a specific and highly
relevant niche to target for Facebook Ads leads
• solve a problem they have
generation.
• be extremely easy to consume
• be perceived as highly valuable You could instead offer “27 easy vegetarian recipes
to eat before a test” Now this is something specific!
The first point is the most important here. We have a buyer persona for our lead magnet.
Targeting a very specific niche of users or a very Young students who lives away from their families
specific problem is the key for success. and love vegetarian food!

The more specific you are, the easier it will be With such a laser-focused targeting you’ll be able
to drive traffic to your lead magnet through to drive cheap traffic from Facebook Ads and you’ll
Facebook Advertising and the higher your have a great conversion rate on your landing page!

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 4 Chapter Four
CREATE YOUR LANDING PAGE

Awesome, you now have a Lead Magnet!

All you need now is a Landing Page where users

will be able to fill-in their data and download the
magnet.

If you have a professional team backing you,

it will be easy to setup a custom built landing
page. However, more often than not this is a time
consuming process if you frequently release new
lead generation offers.

At AdEspresso, we have an amazing team and yet

we prefer to rely on third party tools for a faster Here’s a selection of tools you can use to quickly
turnover when it comes to landing pages. build your landing pages.

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LeadPages UnBounce

Pricing: $37 – $97 – No Trial Pricing: $49 – $199 – 30 day free trial

Lead Pages is the rising star in the landing page UnBounce is a veteran in the landing page space.
builders market. The product is specifically One of most professional and trusted tools in the
designed for lead generation and improving market. Includes advanced A/B Testing features,
conversion rates. Included in the price is a vast a great selection of templates, and an endless
selection of templates and they offer a good supply of partners for easy integration and data
marketplace to acquire new themes. syncs.

Advanced features include integration with Even though the price is accessible, UnBounce
GoToWebinar for Webinar registration forms and seems to target professional users with many
pop-up forms to generate leads directly inside exciting features specifically designed for agencies
any page of your website. You can also use their managing multiple customers.
landing pages within a Facebook page’s tab.

Unfortunately, the cheapest plan does not include

most of the advanced features.

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Instapage OptimizePress

Pricing: $29 – $179 – Free Trial Pricing: Starts at $97

Instapage offers a selection of more than 70 OptimizePress is the most unique of the crowd
templates and integrates with 20 marketing and will require some more work on your side.
softwares for lead generation and sending It’s infact a WordPress plugin + templates. This
automated emails when someone subscribes. comes with its benefits and disadvantages. You
don’t have a monthly cost but just an upfront one.
The landing page editor looks pretty simple and On the other side you’ll have to deal with hosting,
you can run split tests on your Landing Pages, wordpress setup, etc.
which is great for finding out which landing
pages will perform better. It’s one of the cheapest OptimizePress is a great solution for coaches and
solutions, though the base plan only supports and anyone selling digital goods as it allows you to
5,000 visitors to your pages. This is great for when create a membership site with protected contents
you are starting out, but as you begin scaling your and accept payments in your landing pages.
traffic, you will need to move past the base plan.

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Hubspot These are all great tools and, in the end, any of
them will do the job. Some have better pricing,
Pricing: $200 – $2,400 – 30 day free trial some nicer templates.

I’m including Hubspot because is the system we The two most important elements to consider is if
use at AdEspresso. However, Hubspot is much they integrate with your email marketing software
more than a landing page builder, positioning (or handle mailing themselves) and the quality/
itself as a Marketing Automation tool. This is quantity of templates if you don’t have an internal
reflected in the pricing. Much higher than all the design team.
competitors listed above.
That said, your success, or failure will be
Using Hubspot, you won’t need any other tools. determined by the quality of your lead magnet,
You can create and a/b test landing pages, create and your ability to drive traffic to the landing page.
email workflows to do lead nurturing or send spot The tool you pick will make little difference, don’t
marketing emails to your list. It also manages all get too obsessed with it and just pick one. Don’t
your contacts and social presence. forget, done is better than perfect.

In three words: Powerful, Complex, Expensive.

I’d recommend going with Hubspot only if it fits in
a broader plan.

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TIPS FOR A GREAT LANDING PAGE TO GENERATE LEADS

There are endless articles on Landing Page links, and no secondary action.
optimization and this is outside the scope of
this Lead Generation guide. Yet, I see many The user is here to get your lead magnet and that’s
AdEspresso customers with pretty good Facebook the sole purpose of the page. Check out how clean
Ads campaigns whose efforts are totally wasted by this landing page from WordStream is:
a bad landing page which does not convert traffic
into leads.
Let’s go through some basic principles of a
successful landing page for lead generation.

Remove Distractions
The goal of your Landing Page should be Lead
Generation: delivering your lead magnet and
getting users’ data.

Remove anything that is not focused on this goal.

This means no website navigation, no external

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Balance your form size Use blank Space to focus attention
Based on the perceived value of your lead magnet Blank space is a great way to draw attention to
you can ask more or less information about your a specific area of your landing page (usually the
users in exchange for it. main landing form/call to action.
In this example from UnBounce you can
Usually the less you ask, the higher the conversion immediately see how the CTA immediately stands
rate will be. On the other side you’ll also have less out in the right image (ignore the arrows).
qualified leads.

In our eBooks landing pages we ask the user

to fill in up to 7 information about himself and
still have an healthy 53% conversion rate. That’s
because our eBooks are very high quality and
have an high perceived value.

If your Lead Magnet is a 1 page checklist or an

email tips you may want to stick with just the
name and the email.

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• Keep the form above the fold
Many visitors won’t scroll down your page and
will decide what to do in few seconds based
on what they can immediately see.
Whenever is possible keep your form, call to
action and most important benefits above the
fold (usually this means within the first 700px
of height).

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• Encapsulation & Contrast
Encapsulating your form and call to action
inside a box will help users focus in that area
creating a sort of tunnel vision effect.
You should also use colors that stand out from
the rest of the page and can make your box and
call to action more visible.
This landing page is a great example. The blu
box create a sharp contrast from the rest of the
page immediately catching the eye’s attention.
The cta button also stand out with a contrasting
color.
Remember that while colors are important
what really matter is the visual contrast you
create with them.

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You look where they look
Finally, you should create pathways that direct the
users’ attention right where you want it. This can
be achieved in many ways.

You can use arrows pointing at your form, you

can play with colors and, of course, you can use
humans looking exactly where you want to focus
the attention. Look at this example:

A small change to the model’s eye position

brought much more attention to the product’s
name and brand.

Here are some amazing resources to learn more

about Landing Page Optimization:
• The Landing Page
• CourseConversionXL Blog

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 5 Chapter Five
DRIVE TRAFFIC TO YOUR LANDING PAGE

Ok, we’ve got our Lead Magnet, we got our In this guide we’ll focus on two of the most
landing page … what’s missing to start our lead effective way to drive traffic to your landing pages
generation effort? for lead generation:

Traffic! • Facebook Advertising

• Capitalizing your existing traffic
The big problem with Landing Pages is they’re
not content reach so you have little chances to
Let’s start with the one I love the most, Facebook
get much traffic from search engines.
Advertising.

They’re also asking for personal data so, unless

you’ve a strong reputation, users are unlikely to
share on social networks your landing page before
checking out the lead magnet (and after checking
it they’ll usually forget to share).

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 5.1 Chapter Five.One
LEAD GENERATION WITH FACEBOOK ADS

Before you start, to successfully advertise on extremely simple, you just need to insert a
Facebook and be able to optimize your campaigns conversion pixel in your Thank you page, the page
you want to be sure you’re able to track your that users will see after completing your form.
most important metric: How many leads you are
generating. In Facebook Ads Manager you can create your
pixel here: just copy the code in the page’s html.
To do this you need to track conversions. It’s

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If you’re using AdEspresso, you can create a If you’re using your thank you page to cross
conversion pixel on the fly while creating your promote another lead magnet or the purchase of
campaign: your main product, you’ll want to track follow-up
conversions as well. It’s extremely simple to do so
in AdEspresso:

At any time you can also get the code for the pixel
from the tracking page.

This way you’ll have a broader view on the real

results you are generating!

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• Create a Great Facebook Ads Design
• First of all you’ll need to take care of your design.
• Digital Marketer Facebook Ad LeadGenThe key
here is testing multiple options to come up with
the best one. Ideally you’ll want to test at least
3 pictures, a couple of Headlines and a couple
of Facebook post’s text. That’ll results in (3*2*2)
12 different Ads that you’re going to test (Hint:
AdEspresso makes it super simple to run these
tests).
• Remember that this is not about you, it’s about can have it in less than a minute (immediate
your users. Immediately explain to them why this gratification). If possible add a sense of
is useful for them. urgency to improve your ads performances.
Phrases like “Only 24 hours left to join our
• Highlight benefits, not features. No one really
webinar!” really works well (but don’t lie or
wants to learn 101 gym exercises. What they
you’ll lose credibility).
want is be in better shape, lose weight and be
more fit. • For more details check out our recent post on
how to create great Facebook Ad designs.
• Highlight that your lead magnet is free and they

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Target your Facebook Ads to the right them.
Audience
If you’ve followed this guide, you should have a Whenever you’re not sure who your target
laser-targeted Lead Magnet and a very clear idea audience is, just run a split test. Will men perform
of the buyer persona you’re addressing. better than women? What will drive the lowest
cost per conversion, people aged 18-25 or 26-35?
Now it’s just a matter of describing your audience Just test it! The relevance score is a great metric
using Facebook’s endless targeting options. Is to understand how good is your targeting!
your lead magnet gender specific? What’s the age
range of your users? What interests do they have? Interests are the most important element of your
targeting. If you have a very well focused lead
For example, for our “27 easy vegetarian recipes to magnet it should be simple to come up with a
eat before a test” lead magnet we’ll want to target bunch of highly targeted interests.
young people, who are interested in “Vegetarian”
and “Cooking”. Remember that when targeting multiple interests,
We could also use Education targeting to focus by default Facebook will target anyone who has
on specific education levels or use advanced ANY of those interests. This can result in a very
demographic options to target students “away broad audience with lackluster performance.
from home” who don’t have parents cooking for Using AdEspresso, you can target only users who

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have ALL of the interests you listed. This is much your bid is too low, or most of those users are
more precise! not active in this period.
There’s no perfect numbers in terms of how big • If your campaign starts, you’ll saturate your
audience really fast. You’ll enjoy a great
conversion rate for a day or two and then it’ll
quickly become too expensive due to the high
frequency

Bidding
your audience should be, but assuming you’re
In 99% of the cases, my suggestion is to use oCPM
using oCPM bidding, an audience between
optimize for website conversions. This will tell
500,000 and 1,000,000 users is standard.
Facebook to optimize the delivery of your ads to
drive more visitors that are likely to convert.
Assuming you’re also doing some split tests on the
targeting, you’ll be able to refine it with time.
To use this kind of bidding, you’ll need the
conversion pixel installed so Facebook can
Don’t create audiences that are too small, like
understand the perfect profile of users that are
20,000 users. What’s more likely to happen is:
becoming leads.
• Your campaign may not even start. Maybe

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If you have few leads per day (less than 10) or for Ranges = 48 Ads).
some reason this strategy does not seems to work
you can use oCPM optimized for website clicks. First of all you need data. Don’t start optimizing
your campaign after 2 hours:
Finally, if you think you have something extremely
viral, you may want to optimize for engagement. • You won’t have enough data to base your
This way Facebook will try to generate as many optimization on. Even if something seems
likes, shares and comments possible for your ads. really expensive, it could quickly change
If done properly, this could result in a huge organic and become very cheap. Data is not yet
reach. statistically relevant.
• Facebook optimization has not yet kicked it.
Check out our guide to Facebook Ads Bidding to
Before oCPM can be effective and optimize
know more about it!
the delivery of of your ads Facebook will likely
need to analyze at least 50 conversions.
How to test and optimize your campaign
Assuming you’re testing your campaign’s element
My suggestions is usually to wait at least a couple
like we described you’re probably testing anything
of days or until you’ve 10 leads generated for
between 12 and 50 ads (for example: 3 Images
each experiment that you’re running. How
* 2 Headlines * 2 Post Texts * 2 Genders * 2 Age
long this will take is really up to your budget and

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conversion rate. healthier conversion rate. The main metric to
Check out these experiments! As you can see for watch here to understand what works and what
the first couple of weeks data were pretty much not is the the Cost Per Conversion.
random. Just when we had enough data we
started to see clear trends to identify the most Once you’ve stopped most of the Ads and are
effective pictures. left with only 5-10 winning ads it’s learning time.
You should have now understood what kind of
audience react better to your lead magnet and
which ads are working better.

If the campaign still works great, just let it run

until you see the cost per conversion going up. In
the meanwhile, you can create another smaller
campaign and further refine your design and
targeting.

Are men working better? Great, in the new

Once you see this happening you can start campaign only target men and start testing if men
stopping under performing Ads and enjoy a with an high education level will perform better or

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not.
This is extremely useful. Here are three ideas:
Never stop testing. There are no magic strategies
to quickly identify your audience, it’s all about
building a repeatable and measurable learning
process that will drive you to success.

Advanced Tips
From day 0 include in your website Facebook’s
pixel for website custom audiences.

You can get the pixel code from Facebook’s

Audience Manager by clicking on Create Audience • Target your website traffic: users who
-> Website Traffic and then selecting View Pixel already know you are more likely to convert.
Code: The audience is likely limited but it’s a low
Insert this code in each page of your website, it’ll hanging fruit, you’ll generate a lot of leads for
allow you to create website custom audiences to really low prices.
target (or exclude from targeting) users who have
• Exclude people who already converted: create
visited your website.
a website custom audience with everyone

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 who saw your thank you page. There’s no
point in spending money to advertise to
someone who’s already a lead.
• Retarget people who visited the landing
page but did not convert: People get easily
distracted and may leave your landing
page without converting. Create a Website
Custom Audience with everyone who visited
the landing but not the thank you page.
Remember them they were interested in
your product with a copy like: ”Did life get in
the way? Don’t forget to download our FREE
eBook…”

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 5.2 Chapter Five.Two
GENERATE LEADS OUT OF EVERYTHING

While Facebook Advertising is probably the best You can also make your lead generation boxes
and fastest way to generate leads, this does more visible and place them at the beginning of
not means that you should not try to use your the page.
new Lead Magnet to generate leads out of every
interaction you have with your users!

Here are some strategies to increase your lead

generation without spending a single penny:

Link your Lead Magnets in your website

While it seems obvious, many website don’t do
this. And there’s a reason. Banners in the sidebar
and these kinds of promotions usually generate
an extremely low traffic. It’s still worth doing it, at
least for SEO purposes.

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PopUps Monster, Optkit, you can display a popup to your
users after a given amount of time, when they visit
specific pages or when the tool detects that they
want to leave the page.
I strongly suggest you try this!

Emails
You already send out a lot of emails, why not using

Who doesn’t hate popups? Well, I don’t care, and

neither should you. The truth is that they work
extremely well. And if they’re well configured and
highly targeted they won’t bother your users too them for lead generation?
much. I always link our webinar or some other lead
magnet in my emails’ signature. We also link our
Using tools like SumoMe,Exit Intent, Optin new lead magnets in our weekly newsletter. This

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helps us get more information on our users (we Finally, what about turning every blog post in a
already have their email from the newsletter) and lead magnet? People often don’t have time to read
better understand who’s a better fit to become a a long post, but they’d be happy to keep a copy of
customer. it for future reading.

Blog Posts
While users rarely look at the sidebar of your
website or blog to click on banner, they’re really
focused on whatever it’s written in your blog
posts.
There’s so much you can do here. The easiest way
is to simply link the lead magnet from your post if
it’s relevant. You can also insert, inside the post,
some Call to Actions like we do in AdEspresso
Blog:

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 6 Chapter Six
LEAD NURTURING… CLOSE THE SALE!

By now you should have your Lead Generation your product you may try to have them buy
campaign up and running with Facebook Ads immediately after the first contact or you may
bringing in traffic to boost your effort. want to take a more conservative approach and
keep growing the engagement and trust before
But wait… I assume you want customers, not pushing for a sale.
leads right?
As an example, with AdEspresso our usual
That’s what Lead nurturing is all about. You’ve customer lifecycle is a bit longer:
established a connection with your users, this
means they’re likely interested in your product/ 1. Blog discovery
industry and they trust you enough to leave you
their personal information. 2. Newsletter subscription

3. eBook download
Now it’s your job as a marketer (unless you have a
sales team) to convert them into customers. 4. Free Facebook Ad campaign analysis with
AdCompass
According to the complexity and pricing of

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5. Free Trial will receive after they sign up.

6. Demo Webinar Remember, before you ask, you should give…

and build trust. When a user download one of
7. Paid Subscription
our eBooks, first of all we send them a thank you
This is something that really depends on your email, with the download link and we ask them to
business. If the price point is low and the product let us know if they enjoyed the eBook and how can
is an easy sell you can go for it much faster. we help them further.

There are a number of different options when After 3 days we send another email pointing them
it comes to lead nurturing. Here are the more to all the other useful eBooks we offer.
commonly used:
After another 3 days, we suggest them to try
eMail AdCompass to better understand what’s working
eMail is by far the most commonly used way to do and what’s not working in their Facebook Ads
lead nurturing. While of course you can spot send campaigns.
some marketing emails to users that converted
as leads in your pages, my suggestion is to create Finally we remind him that on top of all these
from day 0 a workflow of emails that your users freebies, we also offer an amazing Facebook Ads

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Manager and propose them to start the 14 days Facebook Ads
free trial. Since most of the traffic to your landing page
will be coming from Facebook Advertising, it
All these eMails are automated of course but are makes total sense to keep the conversation inside
sent from my personal email address and I get Facebook.
back to everyone sending a comment or asking
for help. This is how you build trust. They may not Using both Website Custom Audiences and
be ready to buy today, but when they are… guess Custom Audiences, you can create a set of
who they’ll remember! campaigns that will automatically advertise
to your new leads. Why going crazy with 100
There are many tools that can make this email targeting options when you can convert for a
process extremely simple: much cheaper price users that already know you?

• Vero Retargeting often reach a small audience and is

• Customer.io not scalable, but its extremely effective to get the
• Intercom most out of the traffic you already have.

• Hubspot
Target users that left you their emails (through
• Infusionsoft
Custom Audiences) or that visited the thank you

# + ! ! Page 39
landing page (through Website Custom Audiences)
with a highly targeted ads. They already know You fill a form to subscribe to a newsletter or
you, make the design personal and make it easy download an ebook, and everything you get is a
for them to recognize your brand (insert your page telling you “Thank you for subscribing, here’s
name or logo or product shot) somewhere. the link to the eBook/Webinar”.

Directly address the fact they know you! It sucks. I’ve just showed you interest for your
Something like ”Did you like our vegetarian product, I gave you trust leaving my personal
recipes? Don’t miss next week webinar … we’ll data… and I end up in a dead-end street with no
show you 20 ways to cook carrots!” links, no suggestions… nothing, just a thank you.

Spoiler alert: we’ll soon organize a webinar These pages are actually a great spot to “upsell”
exactly on this topic: building Facebook Ad more. The leads are hot, they trust you, and they
Funnels to convert perfect strangers into loyal want more! Why limit to just a thank you.
customers.
Check out your thank you page now and think
Don’t under-estimate your Thank You page what else you could offer your users there. Maybe
This is an error I see really often… actually we’re they downloaded an eBook and you have another
doing this very error in AdEspresso as well. one they may like. Maybe you’re hosting a webinar

# + ! ! Page 40
on that subject soon… or maybe they could
already be in for purchase.

Many advanced marketers do this! You download

their lead magnet and immediately after they tell
you “Thank you, but you know what, in this free
eBook you’ll only find 10 tips to improve your
cooking skills, why don’t you buy now our full
video course with 200 tips for just $5?”

They’re educating you to give… always a bit more.

First your email, then $5 and they’ll offer you their
main, more expensive product. It works.

Up to you to decide how aggressive you want to

be, but either way, you don’t want to waste your
Thank you page just to say… Thank you!

# + ! ! Page 41
 7 Chapter Seven
YOUR TURN: DOWNLOAD THE CHECKLIST. GET THINGS DONE!

Wow… can you tell I love Lead Generation Download our exclusive checklist that will guide
through Facebook Ads? you through the process and help you check that
everything is in place. Then let me know how it
This started as a regular blog post around one goes!
week ago and I kept adding more and more
content to it until it became a 6,000 words kick-ass Did I forget something? Have any specific
guide! question? Please leave a comment below, I
answer EVERY comment!
I hope it was useful for you… now get to work
on generating leads! You have all the basic
information you need to start generating leads.
With time you’ll become an expert with it.

But guess what? The road to becoming an expert

is not reading another guide… it’s start testing by
yourself what you’ve just learned… and then fine-
tune the process!

# + ! ! Page 42
 Thank you for reading!
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