Marketing on Facebook is effective because you can target your audience by any interest, feature, or demographic. But ensuring you spend your money wisely also means not just targeting your audience correctly but other factors as well.

Here are 5 things to keep in mind to use Facebook in the most cost-effective way for your lead generation:

1. Focus on Organic Results

The first step to marketing on Facebook, even if you plan to invest in paid ads eventually, is to set up a Business Page on the platform.

Focussing on reach, engagement, and clicks via the free organic posts on your page is the necessary step to gaining an understanding of what content people are engaging with, and who are the people that are interested in your content.

Organic posts only show to people who follow your page, and to friends of people who like your posts. Even then, it does not show to all of those people, but only those whom the Facebook algorithm determines would like your post, based on users’ interest and past engagement. Hence, to increase the reach of your business page via organic posts, do the following:

• Fill the page out completely with about section, profile picture, cover photo, location, and more.
• Share your page with your friends on the platform using the “Friends who might like this” button.
• Promote your page on your website and in the email signature.
• Increase engagement by responding to comments and messages quickly.
• Increase engagement by using different types of posts and features. From videos, images, and text-photos to link posts, lives, stories, and poll posts.

2. Boost Top-Performing Organic Posts

Focussing on organic results is useful by itself. But it is also helpful to know what is the post that users are interacting with the most, and what are the characteristics of your followers and audience.

• Since your followers have shown interest in a post, you can now amplify it with paid ads, so this could be shown to more people. This way, you are paying only for the posts you are sure people would like.
• You now know who likes your page. So you could create a lookalike audience based on that data to target this top-performing post to more people with similar interests or demographics.

A top-performing post can be any one of the following. The one with

• Highest reach
• Highest engagement like likes, shares, comments, and clicks
• Highest click-through-rate.

Which one(s) you decide to boost depends on your business goals. Usually, the one with the highest clicks is the best for lead generation.

3. Wait Till You Have a Strong Sales Process

Before investing in Facebook ads, make sure you are able to sell an offer, says Amanda Bond in a HubSpot course on Facebook advertising. It is no use having people click on links on your posts to go to your website, only to have them haggle over your product’s price point or ask for more features.

It takes a while for new businesses to have clarity on what exactly are people willing to buy from them. Once you get there, only then invest in paid ads.

4. Use Facebook Groups for Engagement

Facebook groups are great for engaging directly with your target audience. Create a Facebook group for your niche — and focus on sharing your expertise to provide value to group members, ask questions, answer questions, and build trust and relationships with them.

Facebook groups are a great source for building brand awareness and consideration.

5. Dollar-a-Day Strategy

The dollar-a-day strategy for Facebook advertising by Dennis Yu, shared by him in a course on Facebook ads training, is based on creating a sequence of 3 ads for each of the three stages of the buyer’s journey. It shows the highly targeted audience the right ads at the right time.

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Since it is unlikely that a person would buy from you by watching just one ad, you create a series of ads. If you try to do everything in one piece of content — to have people understand who you are, what you have to offer, and how it is different from what everyone else is doing, then you are trying to do way too much in a single piece of content, says Yu.

If your audience watches the first 10 seconds of the first awareness ad, you can then show them the first engagement ad. If they do not watch the first 10 seconds of the first awareness ad, you then show them the second awareness ad. In this way, you only move the audience down the funnel if they have shown enough interest in the previous ads.

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Each of these 9 ads would be a one-minute video that you have already tested organically. Each of the 9 ads run for a dollar a day.

Curzon PR is a London-based PR firm working with clients globally. If you have any questions, please feel free to contact our Business Development Team [email protected]