So you’re running an ad on Facebook offering a free report – you have a beautiful landing page set up using Leadpages and you’re checking daily to see how many views the page has had and how many opt-ins. And you’re disappointed (and frustrated) that people are clicking your ad, visiting your landing page but not opting in for the free report. It’s a familiar story! And every time someone clicks your ad on Facebook it costs you money, so if they don’t take the free report then you have lost money and it was all in vain, right?
WRONG!!!!!
People don’t usually behave the way you expect them to – they may be “interested” in your free report but probably they’ve never heard of you before, they don’t know yet that you’re an expert who can solve their problems, they don’t know that they can trust you and they don’t want to give you their contact details yet because you might pester them or try and sell them something! But… a couple of days later while they’re browsing on Facebook, they see a different ad from you… maybe just asking them if they still need some help? And maybe they won’t click it but they will recognize it and start to build a different idea about you in their mind. And if they’re still in pain and they keep seeing your ad each time they’re on Facebook then it’s highly likely that they will start to trust you and eventually guess what’s going to happen. They’re going to click that ad to see what else it is you’re offering them.
Well this time – you don’t offer them the free report again, you offer a free telephone consultation. You don’t send them to a free report landing page this time – you send them to a perfectly designed 3-step form on your website where they can enter some info about themselves (it’s ALL about THEM and the questions are easy to answer without the person having to think too hard) and then all of that data gets sent to you so that when you call them on the phone you already know what’s concerning them most, how long they’ve suffered and what goal they want to achieve.
That’s the power of Facebook Retargeting combined with a Direct Response website.
So – when you’re looking at the stats for your free report ad and you see that people have been clicking your ad but not opting in for the free report, instead of feeling despondent you can feel excited! Because every single person who clicked your ad and didn’t take a free report is going to start seeing your next ad every time they’re on Facebook! And provided you have the right kind of inquiry form linked to the retargeting ad, you have a great chance of converting them to a paying patient at some point down the line – perhaps in a few days or a few weeks – or even a few months!
Flemming Arnott
