When a vendor comes to you who is interested in using social media, then you want to make sure you are maximising the return. This means making sure the leads generated are captured and converted into either buyers or future sellers.
Below is an outline for a listing campaign that can help you generate anywhere from 30-120 leads over 30 days, which you can use to help your business grow.
Build a Funnel
When you run a Facebook campaign, you need to be sure that the page you sending people to is a dedicated funnel, meaning that it’s built with a specific purpose in mind. Otherwise, you run the risk of people clicking away before you’ve had the chance to capture their attention.
A good way to do this is to set up a two-step funnel. This usually consists of asking people to put their information in before being able to access additional information about the property. You can also set this up so that you get a notification every time someone enters their information, which hand delivers a lead to you. It’s then up to you to contact that person to find out how you can help them.
Facebook Ads Manager
There are many different things you can do within the Facebook advertising platform. But one of the simplest is to do an “engagement” campaign. These are designed to help you build engagement around a particular post, and they are really easy to set up.
All you need to do is create a post with a short description and a link to your funnel page. Make sure to include a “Click Here” call to action. Then, when your ad is live, go into the Facebook ads manager and select, “engagement.” This will turn you to a series of prompts which you should fill out right away, and then you’re all set to go.
Some Tips:
- Edit the ad to be “News Feed” only.
- Spend at least $10 per day for 30 days
- Be as specific as possible when targeting your audience, but try to keep your targeted audience to around 10,000
- When you get to the last part, select the Facebook post you just created announcing the property. Then publish. Your campaign will now be live.
Track Results
The goal should be to get cost per engagement to be around 10 cents, and if you’re able to do this, it means that you have a relevant campaign that your target audience is responding to. But if this number is a lot higher, then it likely means you’re not targeting the right people. Consider updating the audience before turning away from the campaign. Small changes to your audience can produce major results.
Of course, Facebook marketing isn’t always this straightforward. But this is a good way to get things started so that you can see how this platform can support the growth of your business.