Facebook Ad Strategy: Mid-Funnel Lead Magnet
- Matthew K.
- Mar 21, 2023
- 4 min read
If you are looking to gather more leads for your business downloadable content can help you attract qualified leads for your business.
Who This Strategy Is For
Although lead magnets can be used to attract new customers who have never heard of your brand before. This specific lead magnet is ideal if you have inbound traffic coming to your site that has heard of you before.
The goal is to use your downloadable content to sort your leads into buckets to find what is attracting your audience.
This way, you can create more targeted ads for each of those buckets, and start to nurture those leads toward becoming customers. This is also a great way to start up conversations with potential customers who may not be ready to buy yet.
Tips For Creating Your Lead Magnet
When implementing your mid-funnel lead magnet keep these tips in mind.
Make Content To Convert Not Engage
You need to create content that your audience will find useful and helpful for where they are in the funnel.
When creating your lead magnet for the middle of the funnel here are 5 items to consider.
Your mid-funnel lead magnet should be designed to convert or persuade your visitor to take action. Lead magnets for the top of the funnel should be focused on building brand awareness.
Mid-funnel lead magnets should be focused on converting or persuading the visitor to start a free trial, focused on product features, demos, or exclusive offers. At the top of the funnel, your lead magnet will be more informative... think ebooks, guides, or whitepapers.
As we go down the funnel we should be narrowing down the focus of our content to a specific problem the visitor is encountering. On the other hand, top-of-the-funnel content will be broader in nature.
Your mid-funnel content can and should require a higher level of commitment than top-of-the-funnel content which is looking for any type of engagement.
Finally, as we get to the middle of the funnel the content that visitors are taking action on should require some form of contact information. This can be required at the top of the funnel as well, but usually can be downloaded for free.
Create The Facebook Ad
Once you have your downloadable content ready to go, it's time to create the Facebook ad. When creating your ad, make sure you focus on the benefits of downloading your lead magnet rather than simply listing features.
Here are 3 essentials for every Facebook lead ad in the middle of the funnel.
Focus On Your USP. The ad copy that you use should be focused on how your downloadable can help solve the prospect's pain points.
Social Proof. If you have an example of a client who has had success with your method show them off. Show their success via a testimonial, rating, or review in your Facebook ad copy.
Make Your Ad Appealing. Your audience should be able to visualize your offer and how it will help them. To do this you can highlight your product in action via a video ad, or highlight features in a carousel ad. Whichever option you choose be sure that the image is high-quality and connects with your target audience.
How To Implement This Strategy
Once you have your lead magnet and Facebook ad ready to go, it's time to implement this strategy.
Start by setting up an A/B test for your ads. Make sure you set up the same targeting for both versions of the ad, then split-test different content.
Make sure that each Facebook ad goes to a unique landing page that collects the lead information.
Follow-up via SMS or Email.
After you have collected the leads be sure to segment your leads so that you can see the conversion rates for each lead magnet.
Finally, if the lead does not convert follow up by moving them to the bottom of the funnel as well as retargeting them with the USP they downloaded.
Why We Split Test Our Downloadable Content
Even if you know the CTA that will attract the right customer there are a few reasons why you may still want to run Facebook ads for multiple lead magnets.
Segment Leads Based On Interest: By offering a variety of lead magnets businesses can segment leads into the appropriate follow-up sequence based on interest.
Providing Value To Prospects At Different Business Stages: By offering a variety of lead magnets, businesses can provide value to their prospects at different stages of the customer journey. For example, you may have a USP that is appealing for a small business while this may not be appealing for a larger-sized business. Having different USPs can help your visitors self-select their size based on size.
Increase Engagement And Conversions: Even if you know what USP appeals to your audience offering a variety of lead magnets can increase engagement and conversions. By running Facebook ads that show a variety of USP businesses can uncover USPs that were not always obvious.
Don't Forget To Segment Your Leads
Segmenting your leads not only allows you to see the total conversion rate but to run targeted Facebook ads to leads in that segment. These are your warmest leads so don't forget this step.
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