Are you a business providing solutions to the agri-rural market?
Do you rely heavily on getting customers on the phone or in-person to close a sale?
We all know that conversations lead the way to a true relationship with customers.
No conversation. No relationship. And without the relationship there is no sale.
Through reaching our audience on social media with value-driven conversations we build trust – leading to authentic relationships with our ideal customers.
However, for many of us relying on the networks we’ve built with a handshake (whom comprise of the older generation) we need to bring them on the phone or face to face to close the deal.
“They want to see the whites in your eyeballs.”
“They want to shake your hand before they consider you someone to trust.”
“They want to speak to a real person before they trust what you’re on about.”
We’ve all heard it.
So the question is, how do we take that “digital” relationship to a person-to-person phone call?
In this blog post I share with you how to move your customer from a Facebook Fan to a valuable sales conversation over the phone, step-by-step.
Know the secrets of your channel
Facebook is all about keeping people on its platform. It’s no surprise then that Facebook is opening doors for businesses to gain direct access to information from customers without you having to lure them off the platform.
Okay, so how?
>>>> Enter Lead Ads
When was the last time you typed your mobile number online?
Probably when you were making a booking with a brand you’ve seen deliver on its promises multiple times.
Or perhaps you were sent a link in Facebook Messenger about a great deal by a reputable company (branding pays). Rarely will we punch our personal numbers into Facebook or any other social platform for that matter – it’s psychologically uncomfortable.
[bctt tweet=”The magic with using the Lead Ad format is that it pre-populates contact information already shared by a user to Facebook, including the contact number. This eliminates friction and speeds up the opt-in process.” username=”GreatAustralia”]
For any Lead Ad to be effective however it must present something to your target market that they value.
This could be:
- A video about a farming customer who has reached their goals using your product or service
- A 1 minute step-by-step walkthrough on a new product and how it functions
- A free mini workshop to get your customers achieving a desired goal
When setting up the fields in a Lead Ad on Facebook, always select the person’s first name field and number. Then, if you want more information on your prospect to support your follow up sales, fill out a custom question!
For example, “Are you a farm owner or manager?”
Users have no option but to select Yes or No. If you’ve done your research on what people want from you and have your laser-targeting messaging in place, then odds are they’ll click Yes. After all, this person has been curious enough to click on your Lead Ad in the first place.
Once they click Yes, they are sent the free content via a text message: the video, a link to the new product info, or mini workshop landing page.
Note here, that the text message is not sent directly from Facebook. All lead details must be integrated with a Customer Relationship Manager (CRM) such as Active Campaign or MailChimp. These tools have third party SMS integrations!
Wright Social always recommends video over text-based resources when it comes to asking for mobile numbers with lead ads.
Why?
Because stats show video outperforms every other format on social: it’s personal, it’s real, it builds instant trust, and it helps develop the relationship.
We recommend a primer page to pre-frame the main video – we love this idea from USA based digital marketer Oliva Billson because it just makes so much sense. This means rather than a prospect going straight to your video, you’re sending them to a landing page first with a link to the resource.
Knowing your customer has given permission for you to text them a video, then read your message, then clicked through to the link significantly helps you to qualify a high-quality lead. After all, the quality of the sale conversation is dependent on the quality of the lead.
At this point, the prospect has consumed your content and you have their number. Here is where it gets personal.
Once you know they are warm and qualified, invite them to talk with you – now it’s over the sales team!
You can either send back a link for them to schedule an appointment with you (we love ScheduleOnce) or simply call the prospect in person –ask them a question about an aspect of the video/free resources as an ice breaker.
Now, we all know that getting that first foot in the door is the trickiest part.
But done right, you will have a customer for life.
On this note, it’s important to consider how you will nurture this new customer.
[bctt tweet=”It’s just as well that Facebook Lead Ads integrate with most mainstream CRMs and Email Autoresponders! That means, the data filled out goes straight to your email list!” username=”GreatAustralia”]
Wright Social loves Active Campaign (and a lot of our clients on a lower budget use MailChimp).
Start the conversation! Leave a comment below.
Want to know more about how to implement the above? Book a call with us here.
