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Contractor leads
Contractor Leads | DIY Contractor Leads Generation Machine Part 1

Tired of dealing with internet marketers like me and want DIY your own contractor leads generation machine? In this article and subsequent series, I’m going to teach you exactly how I’ve built hundreds, if not thousands, of ass kicking lead generation funnels so that you can too and never have to rely on someone like me again.

Google Adwords for contractor leads

When building your own contractor leads generation machine, it’s generally viewed that Google Adwords Pay-Per-Click(PPC) advertising model converts better than any other search networks such as Bing or Yahoo.

I’ve ran over 200 ad networks in my career and have used every single type of traffic sources and ad types and can tell you now that Bing should be included, though it’ll be at a much lower rate than AdWords. I’d say that Bing Ads will have a budget 1/4th to 1/5th of what you’re spending on AdWords. So if you’re spending $100/days on Adwords, you’ll allocate $20-25/day for Bing paid ads.

Best damn part about running Bing is that we will only do so after dialing in our Adwords campaigns, and then simply import it to Bing and 5 minutes later, with no work or knowledge on how to use Bing required! Just make sure you dial your Adwords in first (keyword groupings, winning ad copy, and damn sure better have negative keywords in otherwise that’s how people get taken to the cleaners with no results).

Bing Ads for contractor leads

So what about the social channels, because using just Google Adwords and Bing does not translate it into being the only option you should only use when developing your own contractor leads generation sales funnel.

Three reasons why Google Adwords shouldn’t be the sole focus in our contractor leads generation campaigns are:

  • Cost-Per-Lead (CPL) are typically more costly than other inbound marketing methods, especially compared to SEO.
  • You’re missing out on social channels like Facebook, Twitter, Instagram, Pinterest, and LinkedIn which provides a different method of targeting fresh contractor leads sources for your sales pipeline.
  • Google Adwords PPC advertising isn’t the easiest to scale as other contractor leads marketing campaigns, which leads you to hitting the point of diminishing returns rather quickly during the scaling process because only around 3-4% of a users search results in an Adwords paid click, rest going to the top 3 organic results, as well as local 3 pack.

So as you can see with paid Google ads it does not generate a whole lot of contractor leads as compared to other methods such as SEO for contractors, given there’s generally 5-to-10 profitable contractor  niche-specific keywords that actually convert contractor leads to a sale.

Contractor leads sales funnel

The trick here is to refocus your attention from the bottom of the sales funnel back to the top of funnel, where we first discover who our ideal prospects are in the awareness stage.

Additionally, contractor leads at the awareness stage are going to cost a lot less and is another reason why your top of the funnel focus with generating leads is almost always more profitable than the bottom.

Or, think of it like this, garbage in equals garbage out.

If you’ve tried building your own lead generator before, I’m wiling to bet this is where you failed.

Contractor leads sales funnel

Scaling at the Bottom of the Funnel isn’t Long Term Viable

Adwords works well because it has user intent and it’s quick to produce leads, compared to SEO that easily takes 2-3 months before you see anything. What do I mean when I say AdWords has user intent is that people actively search for a specific need, click on the search engine results page (SERPs) that returns a the best answer to their search query, and finally they’ll possibly opt-in or buy a product of service.

When generating contractor leads, what matters most is the last touch point simply because it’s an easy way to track the lead generation campaigns return on investment (ROI).

Just like any self-fulfilling prophecy, the more attention placed on it, the more it just works! It’s a miracle! Which more than likely translates into a budget increase in generating contractor leads, because it simply works as planned.

But, as you’ve guessed correctly, there’s always a downside with such simplicity. The major issue here is in the longterm Scalability of this strategy.

Contractor Leads Generation: The Top of the Funnel is Where You Make Profits

Lead Generation Scalability

Scaling your contractor business is the critical issue especially when you are paying $30-to-$80+ per click on Google Adwords. Conversions might appear to be good, but there’s always a point of diminishing return that every Adwords campaign faces. In a lot of cases there’s simply not enough availability of buyers in your local area which will allow your business to grow beyond six figure revenues. In other cases, there’s not a large enough margin to be able to take those funds and repurpose (reinvest) in other areas of your business. Other times you could be up against the big boys that’ll just outspend you and force you out.

Trust me I’ve seen and done it all, so maybe I’ll write an article on how you can use some of my tactics to crowd out your competition and dominate the internet, even if they’re bigger and have more money than you.

Generating Bottom-of-the-funnel leads for contractors using Adwords works well because you can put down a few hundred dollars and see a couple come in not long afterward (given your Adwords account is setup and dialed in. If it’s a new account or one you’ve paused, it’ll take 30 days or so before Google lets you bid on the money keywords. Welcome to the sandbox).

It’s that important for every single dollar you put in you’re going to get two back. Have you ever heard what Vegas was built on? Haha, right, don’t we all wish, and as you guessed it, here’s where more problems enter the picture.

Contractor leads Generation: The Top of the Funnel is Where You Make Profits

High priced cost-per-click (CPC) search keyword terms will easily inflate your Cost Per Leads (CPL). A high CPC alone will exponentially increase your monthly leads generation advertising budget. It’s not uncommon to see a $20,000/monthly Google Adwords budgets in super competitive leads generation niches and that’s just at the low end of the ad budget range, not the high end!

The average person, startup, or small business simply doesn’t have this type of ad budget to even begin playing in these spaces.

That said, your business must have a cost effective leads generation strategy in place in order to turn those precious leads into paying customers, and profits for your company. Therefore, you will need to cast the net wide enough to convert the small percentage points and even then just hope and pray for profitability, one day..

Contractor Leads Generation: The Top of the Funnel is Where You Profit

As you guessed, there’s yet another additional pitfall in this lead generation strategy.

According to a Salesforce B2B leads generation benchmark report, it takes around 80 days for a lead to mature into an opportunity which only then leads to a potential sale.  You will need to be able to survive 80 incredibly long, hard days to transition a person from a cold contractor lead to an opportunity, and around 20 additional days in order to close it.

Throw in other factors like your payment terms which can easily be on net 15 or net 30, and you’re now having to wait around 4 months to generate revenue from this activity. And for those of us that have been in this line of work for any period of time knows that not all clients are going to pay you on time, or even ever.

Can your contracting business survive 4-5 months without any new revenue from this activity?


You are now looking at not being able to recoup a single dollar from that $10k/month Google ad budget for the next 4-5 months,  and that’s if you’re lucky to even get it back at all!

Here’s the reality, you need four to five times the original starting budget for generating contractor leads than you think you do in order to simply sustain your business. It’s like working capital in finance. You need enough to keep the lights open until the cash eventually trickles back into your bottom line. As you can see, generating your own contractor leads is not an overnight cure to your cash flow woes.. Jim Beam, however, is.

Now that I’ve hurt your sensibilities are you ready for the good news? All hope isn’t lost in obtaining your dream. Not yet, at least until your ex wife’s lawyer comes for it.

Till then, there’s a remedy to a slow payoff, budget-hungry contractor leads generation sales funnel. This powerful remedy is affectionately called Brand Awareness.

I know, you’re thinking that Brand Awareness campaigns are reserved for Fortune 500 companies that have invested in it for years. One of the reasons most digital marketers might disagree with this strategy is because it’s not easy to quantify by just reading the conversion data.

Contractor leads brand awareness

Reduce upfront costs by using Brand Awareness as a Lead Generation Strategy

Brand awareness is typically the goal of any contractor leads campaign while engaged at the top-of-the-funnel in the awareness stage.

You want to start positioning your brand favorably within the minds and hearts of local consumers. Brand awareness as a contractor leads generation strategy is often overlooked which leads to the Great Brand vs. Performance Marketing debate amongst industry experts.

On one side of the coin, ‘branding’ is like an industry buzzword that’s basically lost all meaning. And on the side, it’s only viewed as being necessary for large name brand Fortune 500’s with the budget to execute. It’s considered a luxury rather than a necessity to growth and survival.

To make it worse, it’s just about impossible to directly correlate brand building campaigns to sales. Therefore, branding campaigns easily gets overlooked by a majority of digital marketers that are data driven focused.

Contractor leads sales funnel strategies

However, when done correctly, establishing brand awareness is an investment in your future sales. Brand awareness campaigns are still divided by a typical contractor leads sales funnel:

  • Traffic & Audience Reach = TOFU
  • Leads Generation = MOFU
  • Sales Conversions = BOFU

A study conducted by Nielsen on under what drives sales found that 60% of consumers purchase products and services from recognizable brands. Familiar faces are two-thirds more likely to get a purchase decision from an end user over a non-name brand company. But, as you might have guessed, that’s not all there is to it.

Studies from Search Engine Land found that around 70% of customers actively search for a brand name retailer when choosing which search result to click on. When you’re searching for “inbound marketing”, did you click on HubSpot or some random site? Exactly!

We’ve been well conditioned by Corporate America.

Even if were ranked in first place on SERPs, you’d probably still click HubSpot at #3.

This is easy to associate Brand awareness  with equaling trust. Brand recognition is powerful in the way it drives sales psychologically.

And once you build brand recognition within your local market, you end up being able to drive traffic without having to take the normal top funnel stage method, which mean you don’t have to pay to drive traffic anymore.

You don’t have to pay to generate contractor leads and lead magnets and all that fluffy stuff that burns money with almost seemingly little upfront results, kinda like your sugarbaby does.

When you’ve reached this point you just have to focus on closing the deals as they come along. This allows you to reduce your operating costs dramatically.

Now it’s time for some good news:

Building brand awareness contractor leads campaigns can be cheap if you take the right approach, aka my approach.

Now, I know what the data says here and I’m going to roll with teaching you Facebook ads, but in my opinion, YouTube Ads deserves mention for building brand awareness campaigns due to the CPV (cost per view) being ridiculously low with the audience reach being comparable to Facebook. The other argument why YouTube deserves to be acknowledged is that on Facebook people are basically wasting time doing things like snooping on other people and clowning around with no direction or purpose. In other words, Facebook users have little to no expressed commerical intent value, whereas on YouTube they are actively searching for answers to their problems, which means that they have expressed commercial intent.

Food for thought.

So let’s roll with learning Facebook ads. Except they “just don’t work,” right?

Maybe, maybe not.

And honestly, on Facebook, it comes down to your advertising approach.

Lots of finesse.

According to Moz, Facebook Ads have the cheapest CPM (cost per 1,000 impressions) of any online advertising platform, ever.

But try comparing that cost to channels like the newspaper, magazine, and radio CPMs then:

In contractor leads generation, it's generally viewed that AdWords converts better than most other ad channels. But. That doesn’t mean it’s the only option you can use when engaging in your lead generation activities.

Using this method, you’re only spending around $1 per day on Facebook advertisements. That translates into being able to reach and additional 4,000 new souls each day with Facebook ads using brand awareness campaign settings for $1! As a contractor leads generation tactic, it doesn’t get more cost-effective than this.

Given 4,000 targeted views per day, that gives us 120,000 brand impressions each and every month for around $30/month.That’s 120,000 new eyeballs seeing your brand than you had last month. For our contractor lead generation efforts, it’s about the most cost effective brand exposure you’re ever going to get.

Here’s how you will generate contractor leads with cheap branding on Facebook in order to keep your top of the funnel profitable and generating new qualified and exclusive leads each and every month!

Sales funnel for contractor leads

Develop a Top of the Funnel Campaign with Facebook Ads

Self-sustaining lead gen campaigns run continuously and without any additional effort. It’s a continuos looping cycle that keeps performing no matter what.

It can be completed in three steps which you can easily complete right now with me.

  • Develop a new, small/medium-sized target audience based on your ideal user (lawyers, doctors, etc).
  • Develop a remarketing audience focused on your engaged users.
  • Develop a new lookalike audience with these contractor leads.

This lead generation strategy will only cost you a few bucks per day while at the same time create a self-maintaing campaign in perpetual motion.

You just recycle each time the loop completes in order to replenish your target audience. Doing it this way, you will be generating thousands of new visits and impressions to build brand awareness each and every single month from now on.

This is easy to see that new brand awareness equals more recognition & trust which equals more sales, finally ending in less money coming out of your pocket.

Side note: if you want more in depth training of Facebook Ads you can check out my YouTube Channel where I’ve loaded 14 hours of content showing you every angle you could possibly want to take.

To set this up, open up the Facebook Business Manager and navigate to the audiences section:

Contractor Leads generation Why the Top of Your Funnel is Almost Always More Profitable than the Bottom

At this point, simply select the create option and new saved audience as seen below (note that I’m building my audience to target for my SEO services so just swap out seo with your business model):

Contractor Leads generation: Why the Top of Your Funnel is Almost Always More Profitable than the Bottom

Your new saved audience can be a great initial starting point for you to generate a large enough target audience list for our brand awareness campaign.

Start this process by entering some basic demographic data that you associate with your target audience or ideal customers. Here I would suggest your local neighborhoods you service, an age range of 35-55, and for now target both genders:

Contractor Leads generation Why the Top of Your Funnel is Almost Always More Profitable than the Bottom

Next, you need to narrow this list down some because you shouldn’t, nor can you target 134,312,399 people with brand awareness ads. Bluntly stated, there’s just not many folks who give a damn about your business, plus you couldn’t service them so please dial this part in.

Let’s start this by adding a couple interests that’s related to your company. Since I’m building out a campaign for myself while writing this post, I’ll use my audience as an example for SEO services. We would type this in the search box and then add it as an interest to target (now, for you it could be homeowner, parent, etc. I’m not going to give you specifics here so you can’t blame me for results I have no control managing, so this part is on you):

Contractor leads generation Why the Top of Your Funnel is Almost Always More Profitable than the Bottom

If your brands services are B2B, as in you service commercial accounts, you would narrow your target list down further:

Contractor leads generation Why the Top of Your Funnel is Almost Always More Profitable than the Bottom

Finally, put the finishing touches on your audience list off with a few exclusions so that you don’t end up targeting non-buyers who might not engage well to your brand (the tire kicking type that just waste your money with no intention to make a purchasing decision. Please do not use my example below as yours as it’s not applicable in all situations):

In contractor leads generation, it's generally viewed that AdWords converts better than most other ad channels. But. That doesn’t mean it’s the only option you can use when engaging in your lead generation activities.

Next, save the list by naming your audience something relative to this activity so that you can more easily recognize it later. Now, head over to the Facebook Ads Manager where you’re going to create a new campaign based on the brand awareness objective we just created:

In contractor leads generation, it's generally viewed that AdWords converts better than most other ad channels. But. That doesn’t mean it’s the only option you can use when engaging in your lead generation activities.

Scroll down to where you see the audience section and you will then select your saved audience that was just created:

Contractor leads generation Why the Top of Your Funnel is Almost Always More Profitable than the Bottom

Next, define your brand awareness ad budget to $1/day (you can always set it to a bigger budget if you have it and certainly do if you’re in a big market):

Contractor leads geneation Why the Top of Your Funnel is Almost Always More Profitable than the Bottom

Now we have to build the ad creative. When building creatives for our brand awareness advertisements, we aren’t focusing on converting someone into sales. Try and gun for that like an impatient little child and you’re gonna get your ass handed to you.

That’s not the point here, yet. Offers like that just won’t resonate particularly well with any target audience whom never heard of your brand.

At this stage we have to provide value which is associated with your brand without asking for any favors. Always give first before asking to receive.

Hard sales tactics and approach just doesn’t work anymore.

An example of generating contractor leads with this strategy would be taking your best blog post interest piece and using it as your ad creative.

Make sure it has some helpful and actionable information that say a homeowner can take to save some money and solve a common problem at home. That would build a lot of credibility.

In contractor leads generation, it's generally viewed that AdWords converts better than most other ad channels. But. That doesn’t mean it’s the only option you can use when engaging in your lead generation activities.


Now, you are finished with the first step of this process.

Next up for constructing an effective contracor leads generation machine is building our sales funnel by setting up a remarketing audience from the website visits stemming from your brand awareness blog post campaign.

Before you do all this, you absolutely must setup your Facebook Pixel. You can do this by navigating in your Facebook Business Manager to the Events Manager section and select the option with “Pixels”.


Now click on this to create the Facebook Pixel and make it easily recognizable with the name of your website:

Contractor leads generation Why the Top of Your Funnel is Almost Always More Profitable than the Bottom

To install the Pixel code, copy it and now go to your website to add it to the header file:

Contractor leads generation Why the Top of Your Funnel is Almost Always More Profitable than the Bottom

Once installed and verified on your site, head over to the audience section and develop another new custom audience based on website traffic:

Contractor leads generation Why the Top of Your Funnel is Almost Always More Profitable than the Bottom

Don’t just select “People who visited specific web pages” as your main criteria, then add your web post to drive traffic for your contractor leads brand awareness ads:

Contractor leads generation Why the Top of Your Funnel is Almost Always More Profitable than the Bottom

Getting more granular, we can perry down the traffic by defining the frequency to 2 or more visits:

In contractor leads generation, it's generally viewed that AdWords converts better than most other ad channels. But. That doesn’t mean it’s the only option you can use when engaging in your lead generation activities.

Tracking? Good, now hit save, and you have generated your second audience!

With your second audience, we can bring back our website visitors and narrow our list down even more to our brand-aware website visitors.

Last and most importantly, you should take your newly created custom audience and flip it into a lookalike audience.

That will signal to Facebook to wrangle up more users for you to target who have similar interests and tendencies as your best performers in these campaigns.

This is where the power of Facebook plays a roll in leads generation: Lookalike Audience Targeting

Now, make your way to the audiences section and develop another new lookalike audience. Select the 2nd remarketing audience you previously saved as the “Source:”

Contractor leads generation Why the Top of Your Funnel is Almost Always More Profitable than the Bottom

Next up, choose the 1% audience size to keep it narrowly targeted and costs down. Later on, you should test the 1% audience against 3%, 5%, 8% in order to find where you get the most value for your money.

Now save this, and you have created your first self-sustaining top-of-the-funnel contractor leads generation campaign in order to generate lots of brand awareness for your business.

Conclusion: Brand Awareness Campaigns Can Lead to Successful Contractor Leads for your Business

Though Google Adwords is still a solid advertising channel that you should use to generate contractor leads funnels, however, you should never dump all your eggs in 1 basket.

Instead of following the same cookie cutter typical contractor leads systems and guru’s mold, step out of your comfort zone and change it up. Like my former boss used to say: “get creative!”

Invest your time and resources in different, off-the-wall contractor leads generation techniques that’s going to make all of your future sales a lot easier and less expensive by qualifying contractor leads upfront at a less of a cost.

You must invest in branding activities, one’s that you have no way of tracking today, in pursuit of an easier tomorrow. This is super difficult for most people and where I see clients stray from the path all the time. Everyone wants the quick and easy buck. Resist that urge!

Brand awareness has the power to drive quicker sales, at a reduced upfront cost, at scale. And when you do this correctly, it can even be a cheaper investment that will pay off dividends for many, many years to come.

facebook messenger marketing & chatbot
Facebook Messenger Marketing For Contractors: Using Chatbots To Boost Your Sales Pipeline

Communication has shifted. This might seem like a cool thing to say at a cocktail party for an internet entrepreneur, but for most business owners, it ought to be a wakeup call that Facebook Messenger Marketing for contractors can bring more business and revenue.

You can’t afford to get left behind. You have to stay informed about your customers. Over the previous ten years “maintaining” has resulted in the universal adoption of email marketing, search engine marketing , and social media marketing .

facebook messenger marketing for contractors with chatbots

Your audience has adopted messaging platforms along with your business has to make the jump. The ones that do this early will reap massive rewards.

A decade ago, the price to acquire a skilled email marketer could be done pennies on the dollar, and email engagement was a hell of a lot higher than it is now.

Fast forward to current times, and this exact same opportunity has presented itself again. It’s now time to take the leap of faith and cross the barrier of the unknown.

Contractors who don’t will resemble the those STILL buying advertisements in the classifieds section of the regional newspaper.

Facebook messenger is the fastest growing channel in the world which means for business owners in Home Improvement need to take notice of this channel to improve revenue.

With 1.3B consumers, it’s already bigger than Instagram, Twitter, and Pinterest combined. It is also the sole channel of the size that is not saturated yet.

Even when you already know the opportunities posed by messaging programs, we’ll get to this in a little, hold your horses, it could be somewhat perplexing. How do businesses engage with clients in this new messaging platform where purposeful dialogue is held?

Chatbots are the answer for Facebook messenger marketing for contractors. While great for client service, they’re excellent for promotion. Having a little forward thinking, Chatbots and messaging programs may develop into a tremendous sales channel for home improvement service contractors.

facebook messenger marketing for contractors

Why You Need to Use Facebook Messenger Marketing For Contractors + Chatbots

You could be asking yourself why I’m so pumped about Facebook Messenger Marketing for Contractors & Chatbots? The brief answer is that folks love Facebook Messenger plus they prefer to socialize with both brands and friends around the world on it.

We sometimes speak with those who say things such as “nobody utilizes Messenger”, or “I really prefer my Gmail Promotions Tab”.

Listen, these individuals are the ones that are last to know, last to show.

Look at Facebook Messenger’s growth chart for instance. It is growing like mad!

Facebook Messenger Marketing for contractors Using Chatbots to Amplify Your Sales Pipeline

Should you throw in WeChat, WhatsApp, along with other popular messenger platforms, then you get a huge untapped marketplace of possible clients.

But wait, there is more! You still have a chance to become an early adopter, contemplating much fewer than 13.5% of all businesses have made the discovery and implemented the use of chatbots on messaging platforms.

While the majority of other channels confront declining engagement and increasing advertising costs because of saturation, Facebook Messenger marketing for contractors is merely getting started.

Not sold yet? Here’s a few more advantages:

  • Messenger is one sided in the scale of one-to-many
  • It’ll shorten your sales cycle by answering inquiries and overcoming objections

The Way We Use Chatbots For Facebook Messenger Marketing For Contractors

We’ve assembled Chatbots to address many distinct issues. From helping clients select the ideal size electric skateboard to shooting leads with webinars as an outcome magnet.

Our Chatbots are fantastic for delivering content! Bid farewell to heavy dependence on email marketing.

Nevertheless, there are 3 main types of Facebook messenger chatbots we prefer to build for contractors:

  1. Lead Generation & Collection: These chatbots are great at conducting traditional contractor lead magnets such as webinars, giveaways, event, white papers, and turning those cold prospects into warm leads.
  2. Bottom of Funnel Retargeting: We love using chatbots to promote coupon codes and other various offers when running retargeting campaigns.
  3. Conversion Rate Optimization: A well constructed bot helps to answer questions, overcome customer objections, match them with the right product, and most importantly conduct sales.

Here is a good illustration of method #2 above. It is a voucher bot we assembled for bottom of funnel retargeting. The user clicks a Facebook advertisement and can be taken straight to Messenger, initiating the chatbot experience. Here is where things become interesting.

This took a 5.6x life ROAS around 48.2x less than a month!

Facebook Messenger Marketing for contractors: Using Chatbots to Amplify Your Sales Pipeline

The Results

  • 48.2x Return-On-Ad-Spend (up from 5.6x)
  • 1133 Percent Conversion Rate Boost

We have seen some mind-blowing consequences from Chatbots.

  • 80% available prices for broadcast messages (!)
  • 30-40% Nominal rates (4-10x email Advertising averages)
  • 5x the quantity of content downloads and event registrations
  • Greater conversion rates by relieving funnel bottlenecks
  • Greater AOV & Client LTV using upsells
Comprehensive Guide to Facebook Live Streaming

The era of live video chatting is upon us with new services and video chat platforms such as Facebook Live Streaming which provides an excellent way for us to engage our target audience. You should absolutely take advantage of the live-streaming trend and give your brand an opportunity to engage with clients, customers, and/or fans in new and exciting ways.

Fortunately, there are numerous tools you can use to create your own live stream. Facebook Live is one of those tools and the majority of digital marketers consider it to be the best.

In this Comprehensive Guide on He to do Facebook Live Streaming, we’ll review the streaming service and I’ll offer some tips and best practices about how to best use it for your brand’s digital marketing endeavors.

What Is Facebook Live Video Chat?

Facebook Live is Facebook’s answer for a video chat tool to connect people who are interested in live video streaming what they’re up to. Facebook Live lets you live broadcast on Facebook via video from your desktop, laptop or mobile device.

Facebook Public Figures

You can broadcast using Facebook Live and tie it to your business page, only if Facebook considers you to be a public figure. So who’s qualified to be a public figure by Facebook standards? Celebrities, actors, musicians, sports figures, etc.

Basically, if you’re reading this, you’re more than likely not going to qualify as a public figure. Sorry, Mom. If you think that you should qualify as a public figure, you will need to submit your business page to Facebook for consideration and verification. You’ll also need to upload a copy of a government-issued ID card so Facebook can officially verify who you are.

Now, while Facebook says this, it’s not always as hard as it seems. I was able to do a Facebook live stream from my own page, so you just never know with Facebook… Certainly worth a try.

Facebook live streaming follower option

The Follower Option

For those that are interested in using Facebook Live as a tool to building your brand, it’s a great idea to enable the “Follow” feature. To enable the Follow feature, head over to your Facebook settings and click on “Followers.” Next to “Who Can Follow Me,” select “Everybody.”

How to Broadcast With Facebook Live

So how can you tell if you have the Facebook live feature? Easy, all you have to do is open your Facebook app and touch the status section like you would do with any other update. You should see some icons below the status section that offers several options (such as uploading a pic, tagging friends, setting your location, etc). When you see a stick figure icon with a halo around its head, that’s Facebook Live.

Watch an Instructional Video On Facebook Marketing

JD Parkman, Marketing Media Wizard Founder & CEO, discusses tips and strategies for Facebook advertising.

Before you hit the play button, you should write a quick description of your Fb live feed in the status update section. This description indicates to your viewers what your Facebook live broadcast topic of discussion will focus on. Additionally, you have the option to choose the target audience prior to going live. If you only prefer your friends & family to view your Facebook Live stream, select that option. However, if you’re promoting your business page, and you’re using Fb live for online marketing purposes, you will more than likely want to open your broadcast to everyone in the Facebook community. At this point, your Facebook stream is just like shooting video.

Facebook live streaming build subscriber list


Build Your Subscriber List

Live streaming on Facebook offers an excellent way for you to boost your professional image online, even when you’re broadcasting with your personal Facebook account. Other Fb live show participants can easily subscribe to your live streaming on Facebook broadcasts. Here’s what this means: people who follow you on Facebook can opt-in in order to be alerted any time you go live on Facebook. At any point that they are online at the same time as you’re broadcasting, they can jump on and start viewing your live Facebook show.

So how can fans subscribe to your Fb shows? It’s actually very simple. Whenever you stream on Facebook Live, your viewers will see a large “Subscribe” button at the bottom of their device screen. All they have to do is click on the button and they’ll become a follower of your live streaming audience.

Save it for Later

Of course, it’s very probable that not everyone in your target market will be active on Facebook at the exact moment you produce a live broadcast. In the majority of cases, your average subscriber just won’t be able to join your live stream on Facebook because they have other responsibilities, work and family events that they have to attend to.

But, here’s the cool part of all this! The smart guys at Facebook have already thought of this and they provide a solution to overcome. Your Facebook Live stream is automatically saved as a video in your profile news timeline. This means you can link it out, share it and even embed it like you would any other type of video you discovered on YouTube for example.

Comprehensive guide Facebook live streaming video editing software

Video Editing

Once you complete your live stream on Facebook then saves your video, you still have the option of editing it.

To edit your video, just click on the date of the post in your timeline and select “Edit.” You can choose a thumbnail image, select a category, and even add a call to action.

Facebook Marketing Tip of the day: Your call to action button should match the call to action you used in the Facebook Live broadcast.

Comprehensive guide Facebook live streaming video ads marketing strategy

Create a Video Ad

If you’re Facebook Live broadcast was a huge success and you’re confident that it provides a great opportunity to advertise your brand, you can create a Facebook video ad from it.

All you have to do is navigate to the Ads Manager page and follow the option to create a video ad. Select your own Facebook Live broadcast as the video of choice. Make sure to target your specific audience so that your video will only appear to people who you believe will be interested in watching it.

Facebook Live Streaming Tips

Comprehensive Guide to Facebook Live tips

How would a professional digital marketer use Facebook Live? Here’s a couple different ways in which I would.

Efficient Facebook Live-Streaming Formats. There are numerous types of Facebook Live broadcasts that can boost your brand presence. 1. Share your Facebook Live events. If you’re at a conference, lecture, trade show, etc take some time to be sociable with your audience who are on Facebook Live. Talk with other industry guru’s so that you can get some valuable information for both yourself and your target audience. Ask questions to respected industry experts which can add authority to your Facebook Live broadcast, and provides you the opportunity to get trade secrets from them.

Comprehensive Guide to Facebook Live

Host  an interview. You won’t have all the answers to every question or problem all the time. When this is the case, simply interview someone who has specific knowledge about the topic you are unfamiliar with. Both you and your followers will gain further insight into your niche, which is invaluable on many levels.

Comprehensive Guide to Facebook Live

Film Behind the Scenes Video Content. What all goes on at your company on say a Monday afternoon? What kinds of after office hour activities does everyone engage in? Provide your target audience a behind-the-scenes peek into your company culture so that they see the other, more personal side of your business.

Pay Attention to the Details. Does your target audience hear you clearly? By paying attention to the little things such as noise and lighting in the room or area you’re recording in makes things go a lot smoother and better for everyone because no one wants to look at a dimly lit recording area or one that’s hard to hear because of the street noise down below. Little details like this can make all the difference between a successful Facebook Live streaming and one that leads to failure and your flaming.

Comprehensive Guide to Facebook Live

Engage & Interact with Your Audience. If you’ve been involved with online marketing for longer than a few months, you might’ve heard the buzz word “engagement” so many times that you’re disgusted by it. Though we all feel this way about buzz words, engagement is all about how you connect with your target audience within your niche. While streaming live, you’re able to view your audience’s comments who are watching you publish this video feed live. I’d recommend that you interact with them so that you start building a business relationship with them, which naturally leads to an increase in your engagement.

Comprehensive Guide to Facebook Live

Add Clickbait to the Facebook Live Video Title. Clickbait in titles aren’t only reserved for blog posts. In fact, if you have a popular topic of discussion or a solid presentation for your Facebook Live stream, simply add a clickbait title so that you attract an even wider target audience which could lead to new subscribers outside of your specific target audience. Just make sure that your clickbait title is relevant to the topic of the Facebook Live stream. Last thing anyone would want is to drive away prospective customers with a clickbait title that is basically a promise you’ll never be able to fulfill.

Split Test Your Facebook Live Streams. What’s your target audiences most preferred day and time for your live stream?  Let’s take it a step further and analyze the time(s) you receive more positive comments and video viewers.  Without split testing and analyzing the data, you simply won’t know the answers any of those types of questions. All you have to do is experiment with formatting, multiple timeframes, and topics of discussion in order to find which combination works best for your audience and brand.

Comprehensive Guide to Facebook Live

Add a Call to Action Button. Picking up on a pattern yet? As you do things over and over you will see the same techniques that are best-practices for other types of marketing (clickbait, engagement, and A/B split testing) are also industry best-practices for a successful Facebook Live streaming. Another technique that you probably have used previously and should include in your Facebook Live stream is a call to action. A call to action instructs your target audience where to click and what to do so that they can continue the business relationship you have already started with them.

Be Laser Focused. Facebook Live streaming is just another form of content marketing. That is why you should always approach it just as you would if you were planning on writing a 1,500+ word count high quality content article for your blog. You should focus on what you want to convey to your target audience watching your broadcast just like you would focus on what keyword phrases you would focus your content marketing on.

Show how You Create Your Product or Service. Unless you’re in the business of making sausage or legislation, people in your target market will likely take an interest in how you bring your product to market. Use a live stream to show your audience a little bit about what goes on at your company. Interview some of your more affable employees to make the stream a little more fun.

Comprehensive Guide to Facebook Live

Conduct Training Sessions. You might not be an expert in everything, in fact most aren’t. but it’s likely that you are an expert in something. Elevate your brand by conducting free training sessions through Facebook Live. Your target audience will appreciate it that you’re providing free valuable information they crave and in return you get to position yourself as an authority figure on the subject.

Host a Q&A Session. After you do everything we’ve discussed above and have generated a decent fan base that are interested in your topic of discussion, let them ask some questions at the end of your Facebook Live stream. Just ask your fans to write their questions in the comments section. From there, simply read their questions out loud and answer them. A Q&A session is a great way to build on engagement and branding yourself as an authority figure in your niche.


More and more digital marketers are using Facebook Live streams to promote their products or services. A Facebook Live stream marketing tactic will one day be considered just as normal as a podcast is now. If you’re in a niche where a Facebook live stream could provide an opportunity to expand your audience reach, I’d suggest acting now so that you’re able to gain traction with Facebook Live or potentially lose market share to your competitors as they surely will.