How to Get Higher Quality Leads Using Facebook Ads

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SUMMARY

Hi everyone! I’m Hernan Vazquez and I wanted to share with you how you can increase your lead quality using Facebook ads.

There are several ways to generate leads on Facebook, you can run a lead ad or you can run a conversion campaign. 

But the main point is that if you're focusing solely on the process of generating leads then you're missing a big capability that the Facebook platform offers.

This approach to generating leads, is specifically directed to high ticket coaching or services.

There are two steps you need to comply with and these are:

STEP #1 – FILTER

How?  By using video views ads.

Why?  Because they’re inexpensive and also because videos are one of the best ways to convey the message that you want to convey and they create authority.

So, I suggest you run your short video as a video views campaign to your target demographic.

That's the first thing you should do which acts as a filter. That way you don't target anyone on Facebook but you target people that are prone to engage with your content.

STEP #2 – PROCESS

Once you have these custom audiences, you may send them to your process. 

Remember that is really important if you have a high level consulting practice or coaching practice. 

The reason why is that you don't want to send anyone to your application form. 

You only need to send people that want to do business with you. People who are really engaged with what you have to offer. 

Based on what is mentioned above, I recommend you to focus on these two steps to get high quality leads and scale your business.

FULL TRANSCRIPT

Hello, everybody. What's up guys? What's up? What's up? What's up? Welcome. Thank you for joining me. My name is Hernan Vazquez. And we're going to be talking about how to increase your lead quality using Facebook ads.

And the reason why I wanted to tell you guys a little bit about this is because maybe some of you guys are already generating leads, and you're getting good results through your advertising, but you realize that the quality of those leads might not be the best. Okay? So it happens a lot of times. 

So for instance, I have a couple of students, they have consulting businesses and or coaching businesses. And what they do is they develop a funnel for people to apply and then they start sending traffic to this funnel. And the quality of the leads that are common are either the quality of the applications is not good or be what's happening which is even worse is that people are asking Flying, but they're not showing up, okay, they have a load of no shows to their phone calls. 

So that's kind of you know, that's kind of, I would say first training if you're getting if you're advertising on Facebook and you're getting a lot of leads and you're getting a decent amount of booking calls, but then there's a lot of no shows okay? So that will be when you're when you're running some sort of coaching or consulting business. 

Now also on my Facebook group, which is free, which you can join by going to Hernan Vazquez.com/Facebook, there's going to be a link around here. And if you guys can type it in, I would really appreciate that. If you're seeing low quality leads right now coming through your Facebook ads, I want to share with you how you can fix that. 

Alright, so that you guys are ready to learn this because here's the deal. Most people are focusing on this, okay? Most people are focusing on the process of generating leads. Again, there are a million ways to generate leads on Facebook, one of them is to for instance, run a leader.

Another way is to run traffic to a conversion campaign, okay, and then you might get a client or you might be doing this for your own business and what happens is that you If you're focusing on solely the process of generating leads, then you're missing a big capability that the Facebook platform offers both on Facebook and Instagram, right? So my approach to leads specifically when it comes to high ticket coaching, you know, high ticket services, I'm running ads for a bunch of financial advisors right now. 

And you know, you need to be qualified to talk to a financial advisor, right? They don't just want to talk to anyone, they want to talk to people that have X amount of money in their portfolio, they are willing to invest and whatnot. So and they're getting great results. So my approach to generating leads for those type of businesses would you can do again, for your companies this you need to filter first and then send to the process. Okay, so filter first on your ads, and then send to the process. So how do you pull this off? It's really simple. I am a big fan of video views, video views ads. 

And the reason why is because video views ads are super cheap Video is one of the best ways to convey the message that you want to convey. They create authority, it's a it's a lot of fun to create them on what once you get comfortable, right? So what happens is that I'm a big fan of video views. So if you are comfortable on camera, or if your client is comfortable on camera, just ask him to record really short, punchy, to the point and helpful videos anywhere between two to five minute videos, okay? 

And then you can run that as a video views campaign to your target demographic. So instead of just going for the kill, instead of just focusing in the process, which is, hey, let's just turn a lead out to these people that might be interested in my product or service, or licious run a conversion ad to these people that might or might not be interested in my service. What we do is we run video views campaigns, and then we only target those folks that are highly engaged with our video, let's say 75% of our video views or 50% of our video views. 

Okay, so that means that somebody consumed 75% of our five minute video,okay, and in some cases 100% of our five minute video, but it doesn't have to be video views only. Let's say that you're good with writing or that you have a podcast. Okay, and what happens there is that if you have a really good podcast episode, or if you have a really good article on your website, you can run traffic to that article piece or to that podcast episode. 

And then you can tell Facebook to create a custom audience of people that are surfing for a long time on your website. So once I create these assets, that's the first thing that I run. That's the first thing that I show to these audiences, right? To my potential audiences. So that's the first thing and that acts as my filter. So I just don't target anyone on Facebook, I target people that are prone to engage with my content. 

Okay, so again, that's my filter. And then once I have these custom audiences, I then send them to my process. Again, this is specifically really, really important if you have like a high level consulting practice or coaching, practice, okay, you don't want to just send anyone to your application form. You only want to send people that want to do business with you. You only want to send people that are Perowne to do business with you and they're really engaged with what you have to offer. 

The main point is that you you put them through this filter first and Facebook which is way more cheaper and faster to make the to do this filtering Facebook than it is to make it on your own funnel. So you filter them in Facebook and then you send them to the process Okay, now here's the deal your cost per lead will go up let me tell you that okay, a lot of people are saying well but my cost per lead went up okay, but nobody was buying from you. Okay, would you rather pay $2 per lead and get like 1000 leads and you make zero sales? 

Or would you rather pay $7 per lead and then you have like a 500 people list and then you're selling like crazy I will take the smaller list and I will take the higher cost per lead if that means that I'll do more bit more business right. So a lot of people are running this type of process and they're getting great cost per lead amazing cost per lead, but those are leads that are unqualified, those are leads that are not buying and then you see these you know these people posting on Facebook groups or on Instagram, whatever Oh, we generated Don't know 100,000 leads for $1 to a customer. 

Okay, but how many? How much business? Did you create it for them? What was the actual needle mover for them? Right? That's what you need to understand your cost per lead will go up not only because you're targeting smaller audiences, you're not targeting everyone, you're targeting smaller audiences. So your cost per lead is going to go up, but also because you're invested in filtering them, right. So expect to pay more per lead, but expect that lead quality to be much higher, okay? And that means that leads will do business with you, okay, you're getting leads that will do business with you. That's the main deal of this entire process. So don't get confused by the increased cost per lead. 

That's fine. But again, why do you want 2000 leads for $2 you cannot deposit leads in the bank and you're paying from pot from your own pocket from the for those leads, right? I would rather have a smaller lace or have you know, more expensive lead that's actually buying from me. So that is something that you need to have into consideration when you're running this type of tool. step approach, okay two step approach where you're filtering first and Facebook, and then you're sending them to your sales process, whatever that is, let's say that you're targeting people that that like Tony Robbins. 

And out of those people that like Tony Robbins, there's some people that will be highly engaged with what you have to offer. And there's some people that won't and that's fine. That's what will filtering, right? So not only you're providing great content, you're making yourself look like a like a real authority, you're you're you're creating a lot of reciprocity and goodwill in the marketplace, but also your filtering. 

Okay, so there's so many benefits of running this two step approach that businesses are missing out of. And not only that, but let me add another benefit, which is filter right now. He's super cheap. It's being it's being, you know, the cheapest that I've ever seen right now, filtering is super cheap, but a lot of business owners, they don't want to do it because they don't want to go through the process of filtering. They will rather have, I don't know $2 leads that they can do anything with and that's fine. 

More for us, right smart advertisers. Alright guys, so I hope that this helps. Let's go kill let's go kill it. Let's go. make some money during the season. And if you want to take your advertising to the next level and learn how to write ads that really compelling sell, and they work in any economy, go to Hernan Vazquez comm slash perfect Hernan Vazquez comm slash perfect this program will help you create advertising that works in any niche in any economy. It doesn't matter what the stuff is happening around you. Okay, so thank you guys. I hope that you guys have an amazing weekend. I'll talk to you guys soon. Thank you for watching. Bye bye

About the Author Hernan Vazquez

Hernan Vazquez is a digital marketing trainer and consultant that built several 7 figure businesses from scratch. He specializes in helping business and students grow their online businesses through the use of Sales Funnels, Paid Advertising and Email Marketing.

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