How To Leverage Facebook Ads To Generate Qualified Leads For Your Freight & Logistics Business
How To Leverage Facebook Ads To Generate Qualified Leads For Your Freight & Logistics Business
While many transport & logistics businesses experience post-Covid19 market down, running B2B digital marketing campaigns for securing business leads has become the market norm in the industry.
Facebook Ads are still the cheapest way to reach your business audience and yes, even in the transport & logistics industry.
In this guide, you will learn 5 actionable steps that you can take to build successful Facebook Ads campaigns that will generate quality leads for your transport & logistics business.
No fluff, just practical advice that you can replicate in your next B2B digital marketing campaign.
Prerequisites for running PRO Facebook Ads
(Skip to the next step if you are already running ads from the Business Manager)
You will need a personal Facebook account that you will use to create a Facebook Business Page.
Once you have the Facebook Business Page in place, you can access your Facebook Business Manager at business.facebook.com.
The Business Manager is basically the dashboard for running Facebook ads in a professional manner. Here, you will configure your account, add payment details give user roles, and create and measure your Facebook ads campaigns.
There’s one more thing that I recommend you to do and that is a bit more technical – and that is installing the Facebook Pixel. It is not mandatory but I highly recommend it!
Now that you’re done setting up your Facebook Business Manager and the Facebook Pixel, you are ready to set up your lead generating digital marketing campaigns.
1. Define your Ideal Customer Profile and your Buyer Persona
But first, it has to become very clear to you who you are targeting. To find that out, I will walk you through a couple of techniques: defining the Ideal Customer Profile and Buyer Persona.
The Ideal Customer Profile (ICP) is a clear description of the company that is the perfect fit for your solution.
The Buyer Persona (BP) is the description of the ideal person that you will be targeting – for example, the CEO of the company that you’ve identified as ICP.
Here is how an ICP for a freight & logistics company might look like:
Our ideal client, Top Car Parts Ltd, is a car-parts manufacturer in the UK or US that uses air freight to often ship expensive car parts to Asia and South America. The company produces consumable car parts.
It is a medium-large company with yearly revenues of +200 M $, hiring over 400 employees. Its customers are car manufacturers and car parts resellers in Asia and South America.
The logistic department of TOP Car Parts is essential to the company and it counts at least 8 people.
And here is how the Buyer Persona might look like:
Our target persona is Andrew Taylor, Logistic Manager of a car-parts manufacturer in UK. He is between 35-45 years old and holds a BA degree. He has an analytical mindset, is an extrovert, and likes to take on challenges and solve everyday puzzles.
His ambition is to optimize processes and flows and squeeze the best out of it while keeping his team happy and motivated.
His fears come from the fact that he can’t control the market and can’t optimize the flows up to par.
Andrew is passionate about football and has lots of friends. With some of them, he is in constant contact on Facebook.
He worked already for 10 years in logistics and enjoys his work.
Knowing all these things about ICP and BP will help you target and position your ads better and will help you craft messages that will resonate with your ideal customers. If you succeed in doing this, I’d say that 70% of your marketing efforts are already done.
2. Define the goal, budget and KPI’s of your Facebook advertising campaign
You are interested in generating qualified leads for your sales team so that will be the goal of the Facebook advertising campaign.
The budget you pick is totally up to you and it should be proportional to the value that a lead has for you.
Also, familiarize yourself with a couple of KPI’s that you will need to keep an eye on:
CPL = Cost Per Lead
CPA = Cost Per Acquisition (or cost per sale)
LTV = Lifetime Value of A Customer – or how much revenue does one customer bring on average to your freight & logistic company over a period of 5 years
You can go much more in-depth on KPIs but I suggest starting with those.
TIP 1: If you are just starting out Facebook ads, I advise you to allocate a smaller budget at first for testing purposes, or to contact a professional digital marketing agency to run ads for you.
TIP 2: Create a conversion goal in Facebook Business Manager. This is a technical step, if you can’t solve it by using Google’s, Youtube’s or Facebook’s free resources, send us an email and we will help you.
3. Configure your target audience in Facebook
With the Ideal Customer Profile & Buyer Persona in front of you, you now need to define the targeting audience and take advantage of Facebook’s powerful targeting capabilities.
There are several (and more advanced) ways to target in Facebook Advertising, but for this example, I will use Core Audience targeting.
Core Audience targeting allows you to target people based on demographics, interests and behaviours.
Out of many other particularities, Facebook allows you to target people by their job titles.
For our example, you will target English-speaking males with job titles “Logistic Manager”, living in UK and US.
If you defined in your Buyer Persona further demographics such as age segment or sex, you can fill that in as well.
But you don’t want to target all Logistic Managers in the UK. You want (and need) to be more specific on your targeting and reach Logistic Managers within the automotive industry.
So you go on and narrow down the audience and add that the targeted individuals have an interest in the automotive industry. You can get very creative with targeting as Facebook allows lots of options and I do encourage you to take a bit of time and explore all of Facebook’s targeting capabilities.
For goods order sake, here is how your Core Audience targeting should look like:
Further down the screen, you can define the budget that you want to spend, how you measure your campaign success and the placements of your campaigns. I suggest that for start you should go for Automatic Placements.
Now that you’ve defined your audience, it’s time to start working on the ads.
TIP 1: Especially when running new campaigns, allow Facebook lots of flexibility by not restricting age and sex in targeting or restricting placements. Facebook algorithms work wonders once they learn who is most suitable to see your ads.
TIP 2: Create at least two campaigns to start with, in order to A/B test minimum of 2 audiences. Pause the worst performer and keep optimizing the winner.
4. Copywrite and design your ads creative
In this step, it’s time to use your creative juices.
Keeping an eye on the ICT and BP, knowing what triggers your customer, knowing what benefits you need to emphasize on and what creative you will use for your ads.
Because, by this point, there are so many variables in place, it gets difficult to describe exactly what should be done.
But I can help by sharing a few tips that worked wonders for us and a bunch of high-converting ads examples.
Tips on ads:
Copywrite with your buyer persona in mind, just like you would write to him
Focus on the benefit that your service or product brings to your client. In Transport & Logistics, we usually care about ROI on time and money, promptitude and reliability
Be as specific as possible. Avoid fluff talk and sales messages
Keep a short, compelling headline. Where you highlight the main benefit. I recommend max 6-8 words if possible. Ex: Get Your Airfreights Down By 12%
Write the headline last – after you finished writing the ad copy
Create ads with a mobile-first perspective. The picture/video and the text must look good on mobile as more than 80% of the ad traffic will come from mobile devices
If you can, use video as creative. Even if videos are more expensive to produce, short, compelling 15-second videos work wonders
A/B test. Create 2-3 ads for each campaign that you run. Let the ads run in parallel for a few days, on a low budget, until you have a winner. Pause the worst performer and create another variant until you reach an ad with satisfactory results
5. Launch & optimize & track KPI’s
Now that your campaign is ready, it’s time to launch. Track your KPI’s daily but also look for other Facebook indicators such as CTR, ad relevance, ad quality.
Optimize your audience, placement, budgets, and ads until you get to your desired targets and results.
One tip here is to avoid making business decisions on the so-called “vanity” metrics such as Page Views.
At the end what really matters are the sales and a bit further up the funnel the number of qualified leads.
Leverage digital marketing for your business
Now that you’ve learned how a professional Facebook Marketing Campaign looks like, it’s time to implement it.
It’s time to reach the low-hanging fruits and start sourcing qualified leads for your freight & logistics business using Facebook Advertising.
You can adapt the Facebook Ads campaign to the budget, size, and format of your company.
Though this strategy can be implemented by your internal team, know that if you require the help of a professional B2B digital marketing agency, specialized in freight & logistics companies, taking the weight of your shoulder to let the experts handle the princess, reach out to us by filling the form below.
We are Streamford Digital and B2B digital marketing for freight and logistics companies is our speciality. Feel free to reach us for a free consultation at www.streamford.co or by using the contact form below.