How we Generated 2.5x More Leads From Facebook
Problem:
Facebook advertising is hard. Sure, it may be relatively easy to create ads, choose your target audience, and run them on Facebook, but it’s much more difficult to scale and drive consistent results.
As a tech startup, it’s been extremely hard for us to hit our core audience of online retailers and service providers with the right message that will resonate at the right time. We tried to show off our best features and offer free ebooks and demo videos, but nothing really worked. Leads were few and of low quality. Our sales team was actually reluctant to deal with leads from Facebook since their intent to purchase was so low.
As a fast growing company, we knew that cracking Facebook would be key to our 2017 acquisition plan. After all, this social platform is the most scalable advertising solution on the market.
What did we do?
Yotpo is a platform that helps online businesses acquire, convert, retain, and understand customers through user-generated content. We believe that customers tell authentic stories that resonate with like-minded consumers, in a way that brand marketers just can’t do.
We decided to reach out to some of our best customers and ask them to tell their story, so that other potential customers could relate and would want to learn more about what Yotpo has to offer.
We ended up creating a series of Facebook ads and dedicated landing pages that highlight some benefits of Yotpo, as told by real customers.
Results:
Our testimonial ads campaign proved to be a huge success, and helped us exponentially grow our lead generation activity on Facebook. We were able to generate 2.5x more leads at 2.2x better conversion rate. The lead quality was so high that we actually saw 6x more sales opportunities QoQ!
Conclusions:
Being creative on Facebook is the most crucial element for success. Once we hit the right balance results skyrocketed, even though our target audience was pretty much the same.
Also, testimonials work! Basing campaigns on the concept of social proof that Yotpo was built on demonstrates the value of our product right away.
