Jennifer Fong is a Managing Principal with Luce, Murphy, Fong and Associates, a full service direct sales consulting firm. With expertise in various fields, the Luce-Murphy-Fong team has helped direct selling companies around the world grow bigger, faster, and more profitable businesses.
Jennifer also blogs about how to use digital marketing and technology successfully for direct sales.
Guest Post by Jennifer Fong
How to Run an Effective Online Recruiting Campaign
Generating leads is the Holy Grail for many direct sales companies. The more leads you generate, the more likely it is that you will find people interested in your business opportunity. And while you can, of course, purchase lead lists from various companies, isn’t it better to generate your own leads? Leads who have responded specifically to you, and therefore have the highest likelihood of converting?
Fortunately, thanks to social media, this isn’t hard to do. In fact, we regularly help our clients generate 1,000 leads or more per month with a simple system that works.
So how is it done? There are a few steps you need to follow to create a system like this for your company. By the way, I’m assuming you’ve got Google Analytics set up on your website. If you don’t, do that first.
1) How Will You Manage the Leads? Most important (and often neglected) is determining how you will handle the leads when they come in. While you can farm these leads out to the field (and some companies do), you’ll typically get better conversion rates if you take it in-house, and have someone (or several people) who are highly skilled at closing convert the leads, and then send these newly recruited folks out to the field for mentoring.
2) Set up a Landing Page. You cannot send traffic to your regular Join page on your website and hope to get good results. When you are creating a leads campaign, it is essential to set up a landing page without any exit navigation, and with some good landing page design principles employed. You have only ONE conversion objective on your landing page: Getting them to fill out the form. Keep the fields brief: Name, email, phone, and zip code if you must. Include a very brief description of the opportunity (leave them wanting more), and a testimonial and photo of a happy consultant (social proof.) And make sure that once people fill out your form, they are taken to a separate thank you page on your website.
3) Set up Goals for Your Landing Page in Google Analytics. Once you’ve got your landing page and thank you page set up, you need to set up a Goal in Google Analytics. A Goal lets you track how many people come to your landing page, where they come from, and how many people complete your desired conversion objective (fill out the form.) Having this set up will help you determine how effective your landing page is at converting traffic. (And if you want to set up multiple variations of your landing page for testing purposes, Goals enable you to set up Experiments in Google Analytics for A/B testing.)
4) Set up Tracking Links. The next step in your lead generation campaign is to set up tracking links. I like to use the Google URL builder for this purpose. Here you define the Source of your leads (such as Facebook), the Medium (such as FB_Ads), and the Content of your ads (I like to number my ads for tracking purposes, so this might be Ad1, Ad2, etc.) You plug each of these terms into the URL builder, and then it spits out a tracking URL that you can use in place of your landing page URL for all advertising that you do. For example: http://mywebsitelandingpage.com/?utm_source=Facebook&utm_medium=FB_Ads&utm_content=Ad1&utm_campaign=
Recruiting%20Campaign The tracking URL contains specific elements that get passed to Google Analytics so that you can track the effectiveness of individual ads, and how many conversions any particular ad gets.
5) Write Facebook Ads. Outside of your salesforce and organic recruiting, Facebook Ads are the #1 best source of leads I’ve found for direct selling companies. But you can’t just turn them on and walk away. New ads should be written weekly, and underperforming ads turned off. And don’t just look at Facebook’s ad analytics. Using the tracking link you set up, you can track your campaigns down to the ad level in Google Analytics to see which ads are actually resulting in conversions. Experiment with different language in your ads (be specific about experience), photos (we find candid photos work best), and targeting to find what delivers the most leads for you. It may be helpful to develop a profile of the most successful people currently in your field, and then target similar demographics. And expect to spend at least $50/day for great results. Obviously, the more you spend the more leads you’ll receive. My favorite way to bid for ads is optimized CPM, because ads are targeted at the people most likely to engage with your ad. But don’t be afraid to experiment, and never assume! We’re often surprised by what works, and it’s a constant process to keep the campaign delivering.
Once you turn your ads on, unless you’ve grossly mistargeted, you should expect immediate results. Our clients find that they get an immediate influx of leads once we turn the campaign on. And they can be an excellent way to fuel growth.
In this highly competitive environment, generating leads can be a big factor in a company’s growth. Organic recruiting is, of course, ideal, but it’s often not fast enough to support the growth companies are looking for. Generating leads online can be a key factor in delivering on the KPIs that make your company viable. And the simple process described above has been very successful for our clients. I hope it is for you, too!