Since changes to Facebook’s news feed have impacted on the organic reach of a lot of pages, more and more publishers are turning to Facebook Advertising to supplement their current efforts. And if lead generation is part of the strategy, there will typically be a funnel of some sort involved.

Usually, this funnel would involve created a cold (sometimes icy cold) interest-based audience, creating a couple of ads and sending them straight to a landing page. This might not be the best solution for you. Instead, why not have a look at a funnel that engages people with some educational content in Facebook first before you send them to a landing page?

Here is an example of what you can do within Facebook to create warmth and engagement in an audience before you send them to a landing page.

Step 1

Take your existing email list and upload it into Facebook to create a Custom Audience (making sure your list is compliant).

Step 2

Use this to create a ‘Look alike’ audience. This is who you will target in your campaign.

Step 3

Set up an ad campaign with an ‘Video views’ objective

Step 4

Set up your Ad set to target the look alike audience you created earlier

Step 5

Create a video-based ad and publish it!

Step 6

After a few days, see if you have people watching your video for more than 10 seconds. If you do, then create a custom audience of those people.

Step 7

Set up a new campaign for your landing page

Step 8

Target the ad to the people who watch your video

And the best thing about the above is that you can use this strategy for any campaign not matter the industry or subject area. You can even add additional videos or other types of educational content at any point during the campaign if you want to have more engagement.

Also, the video can be one you upload or even a Facebook Live. Lastly, you can create a look alike audience of those who engaged with your video and start a new campaign!