How to Shamelessly Steal Data From Facebook And Use it to Explode Your Website Conversions
Ahhh! I love the smell of fresh leads in the morning.
I mean who doesn't?
And if you're serious about growing your business, you need to focus on generating leads from your website.
Also called inbound leads.
According to our own research where we analyzed over 50,000+ conversions, we found out that your website converts around 2.5x better than any other channel:
But 96% of visitors who come to your website aren’t ready to buy yet.
So you don't want to capture any email address just for the sake of it…
You want to focus on converting only the top 4% of your visitors:
- People who are in your target market
- People who want to receive your emails
- People who will become customers
This is no easy thing to do - generating the right leads is a massive challenge.
But you're not alone.
65% of businesses say generating traffic and leads is their biggest marketing challenge (source).
A quick search for “how to generate more leads” on Google yields over 339 000 000 search results!
There are definitely no shortage of strategies to use, but there's one problem...
Most of the strategies you’ll find in blog posts are not “copy paste friendly”, and most probably won't work right out of the gate.
Here’s the truth:
What works for someone else, probably won’t work for you or your audience.
Reading blog posts are good for inspiration, but before you actually implement anything yourself, you need to know:
- What makes your visitors click and convert (you have to get inside their heads)
- Who your visitors are, where they spend most of their time and what strategies to use
And to figure this out… You need data.
In this article, we're going to explore a few brand new, super-specific and actionable tactics you can use to effectively grow your website conversions with the help of one of the biggest data collections in the world.
It’s all out there waiting for you to grab it...
Ready? Ok, let’s go...
Table of contents:
How to find the best channel to drive traffic, generate leads, and customers
Trying to market your business without using the right channels would be like attempting to fly a kite just by blowing at it.
Not gonna happen (unless you have really strong lungs).
There are so many channels you can use to drive traffic to your website, and even if you would benefit from having a presence on as many channels as possible, we recommend you start with 2 or 3 and really learn how to master them.
You can have an amazing product, a stunning website, write awesome articles... but if you’re not using or building your email list, you’re missing out on sales, referrals, and traffic.
And there’s a few channels standing out when it comes to acquiring email subscribers.
These are the most important channels when it comes to marketing your product or services.
I mean, everybody and his dog (no joke, Facebook reportedly deleted millions of pet accounts back in 2012) is hanging out on Facebook.
And LinkedIn is probably the only place in the world where you can network with over 500 million business minded people.
But both of these social networks have their pros and cons.
LinkedIn is great for all you B2B peepz looking to find new partnerships and grow your network. Users are also more likely to visit your website and convert into a lead, but…
The engagement is very low compared to other social networks, and it can be very expensive to advertise on.
Facebook is good for anyone looking to drive massive amounts of traffic on the cheap and get more engagement on branded posts, but users are less likely to visit your website and convert into a lead unless you target the right audience.
But Facebook is still unrivaled when it comes to one important area:
And YOU can use that data to show ads for people.
This makes it easier to find people who:
- Are in your target market
- Want to receive your emails
- Will become customers
And the best part?
You can steal that data, use it to personalize your website and generate staggering amounts of leads.
How to shamelessly (but legally) steal data and use it to explode your website conversion conversions
Facebook ads are great when you want to quickly drive some inexpensive traffic and generate a few leads.
But when your campaign ends?
Your traffic dries out like Spongebob on a beach in Australia.
And with no information about who your visitors are, there's no way for you to identify if they’re visitors from your previous campaign, and you have to fall back on displaying the same generic message to them as for anyone else visiting your website for the first time.
But that won’t work and here’s why:
Over 70% of internet consumers expect a website to remember them when they return to a website.
This is why personalization is so important in digital marketing, your visitors are expecting it.
With enough information about your visitors, you can start tailoring your messages and offers to who they are, where they come from, and their intent...
It’s a sunny day, and you're sitting in a park waiting for a friend to arrive.
You kill some time by scrolling through your Facebook feed, and suddenly you see an ad for something that looks really interesting.
You click the link.
You land on a page presenting the advertised product in detail, and wowie... YOU. NEED. THIS. SHINY. THING. RIGHT. NOW.
You hear a voice shouting your name... Your friend has arrived!
You turn off your screen, put your phone in your pocket and meet up with your friend.
10 minutes later you have forgotten all about the product you needed so badly.
A prospective customer lost in limbo. Gone forever. Disappeared. Vanished. Much sadness. So lost. Wow.
If you were the owner of that e-commerce store... What would you do?
The first step would be to have a retargeting ad in place.
Because when someone clicks your retargeting ad, you have an opportunity to greet them with a personal offer they can’t refuse.
Personalization really comes into play when it's tweaked for returning customers or visitors.
Similar to real life, when you meet a new person for the first time you have to learn what they are interested in, what they are like as a person and stuff like that, so you can’t start planning your conversational topics beforehand.
And the more you know about the people returning to your website, the higher your chances of converting them into a lead.
Facebook already lets you choose what type of people you want to display your ads for, and with this little-known trick you can capture that data, store it and use it to personalize your own marketing.
Here’s what you need to do:
1. Go to facebook.com/manage.
2. Create an ad just like you normally do, but pay attention to which audience you’re targeting. For this experiment, make sure your audience is very specific.
We chose people who run small or medium-sized businesses, but make sure you choose an audience that fits your products.
3. Now it’s time for the creative part. You need to add a link and don’t forget to add tracking to your link so you know who’s visiting your website.
All you need to do is add this little line after the last slash ( / ) in your link, like so:
Replace “name-of-my-audience” with an actual name for the audience you’re targeting.
If you’re targeting females that are between 20 and 40 years of age, you should write something like this:
When you’re done, your link should look like the one below (except with your campaign name after the “=” sign. Don’t copy this unless you advertise to females 20 to 40 years):
Paste your link into your Facebook ad, and finish creating your ad.
- Now you need to set up labels in your website analytics service. We use Triggerbee for this:
Log in to Triggerbee and go to Triggers:
In the first drop-down field, choose Campaigns:
In the drop-down field below, choose “Equals”:
Add your campaign name in the text box next to the drop-down field. In this example, I’ll paste in “females-20-40”.
Then go to the right section and choose “Add Label” from the drop-down field.
Give your label a name, and then make sure to check the “Add to Contact” checkbox to keep the label when the visitor converts.
Voila! Hit "Save" and you're done.
Once people start visiting your website from your Facebook ad, you will start labeling them as part of a specific audience.
Now all you need to do is figure out how to convert them into subscribers, leads or customers…
Click here to learn more about the tool you can use to steal data from Facebook
How to use your legally stolen data to personalize your communication, and turn visitors into customers
Segmenting is an important part of personalization.
It makes sure that your message is only displayed to the people who are interested in it.
But, the real power of segmentation unveils itself when you can start segmenting your website visitors.
Because that’s when you can start personalizing.
Previously Email was almost the only way for businesses to tailor their communication to their audience, but now there are a few tools that let you do it just by finding out where your visitors come from.
This is what it looks like when you have identified a visitor coming from your Facebook ad:
Here’s what you know about your visitor so far:
- What audience they are part of
- Where they came from
- What they’re interested in
This information is pure personalization gold if you’re looking to generate new leads or subscribers.
Here are a few examples of what others are doing to get their visitors to convert:
Shopify offers a course on how to start a drop shipping store.
Ideal of Sweden gives away a discount code for first-time buyers.
Women's health magazine gives away a 7-day meal plan for weight loss.
With the information you now have about your visitor, you can:
- Tailor your message towards their interest and increase your conversion rate
- Use images geared towards a specific target audience to increase your clickthrough rate
- Recommend products based on gender, interest or age to increase website engagement
Personalization in digital marketing matters.
More and more businesses are focusing on the digital space and if you want to stand out - you need to be able to treat your visitors differently based on who they are and where they are in their customer journey.
Running Facebook ads and labeling the visitors that click on your ads is just one way of outsmarting the system, but email is still the king of personalization and converting leads into customers.
This is simply a way of being able to target different audiences on your website rather than having to pay for that same traffic.
Whenever a visitor comes back to your website, you already know what segment they’re in and that in turn makes it easier for you to convert them and nurture them with email.