Facebook Outreach SOP | Scribe

    Facebook Outreach SOP

    OVERVIEW

    This is a step-by-step guide to:

    1. Setting up brand new Facebook accounts

    2. Warming up new Facebook accounts to be used for cold messaging

    3. And prospecting your target customers using Facebook Groups

    This SOP is designed to be duplicated 'as-is.' Meaning, you will be able to hire an SDR, give them this SOP, and have them start reaching out to your target customers business within the hour.

    STEP #1: New Facebook Account Setup

    Setting up a new Facebook account is a fairly straightforward process. To make it as streamlined as possible, be prepared with:

    1. A profile picture of the Founder's face (400x400 px)

      1. Profile's with the Founders real face as the picture perform better than any other profile picture

      2. Unliked Twitter, it's imperative that the profile picture is of the Founders face

    2. A cover photo

      1. Best practice is to use a cover photo that promotes the business

    3. Bio sentence

      1. This will likely be the Value Statement written by the Founder

    4. Workplace, Education, and Location. 

      1. This will be provided by the Founder

        1. If not, navigate to their LinkedIn and find the relevant information to be placed here.

    5. Add all other social links. 

      1. Social account URLs will be provided by the Founder

    STEP #2: New Facebook Account Warm up

    Before we start sending messages to our Customer Segment, we need to ramp up our new account. 

    👉 If the Facebook account you are using has been active for over a year then you can skip this step. 

    🚨 Facebook uses an advanced algorithm to avoid spam and ensure users act naturally. New or inactive accounts that are posting too much or messaging too many people can be labeled as spam. This can lead to suspensions or bans, hindering lead generation efforts. That is why warming up a new Facebook account is important.

    Here are the steps to warming up a new Facebook account: 

    1. Engage 

      1. Spend 5-10 minutes every day engaging within Facebook Groups where your Customer Segment is.

      2. Tips:

        1. Make posts and comments, don’t just like other people’s posts because that is easy to automate. 

        2. Never stop engaging 

    2. After the first week of engaging, start posting 1 or 2 times every few days for at least 4 weeks

      1. After 4 weeks, you can slow down posting

      2. After about two months, you do not have to post anymore but it is recommended. 

    3. Frequently use Messenger but DO NOT COPY & PASTE the same message

      1. Add people who match your Customer Segment as friends, then message the ones that accept your friend request at first. 

      2. Only send 5 messages per hour to cold prospects (people who are not on your friends list) for the first 2 weeks

        1. After 2 weeks, start ramping up your sending by 5 every week

        2. You cannot exceed 25/hour and 150/day

    4. Add New Friends

      1. In the first two weeks, add 30-50 people a day.

      2. Do not exceed 10 friend requests every 2 hours. 

      3. After two weeks, you can add up to 80-100 people a day.

      4. After a few months, you can add up to 1,000/day but limit that to 500 max in order to keep your account in good standing.

    5. Join as many groups as you possibly can

      1. Only join 20 groups at a time (in a 24 hour period)

      2. Facebook groups are where you will find your prospects and conduct your engagement

    Follow This Schedule:

    WEEK 1

    • Join 5 groups/day until you are Approved for 10-20.

    • Add 20-30 friends per day.

      • Facebook will give you a notification "Only follow people you know personally". Ignore it and move on to the next person.

      • Add friends who are members in the Facebook Group

      • Add all friends that Facebook recommends

    WEEK 2

    • Engage with 3-5 posts in each group

      • Leave at least one comment in each group

    • Post content in the group

      • The content will be provided

    • Start messaging your added friends

      • Only message your friends

      • Send at least 10/day and do not send more than 3 per hour

    WEEK 3

    • Start messaging cold contacts

      • Only send 5 cold per day

    • Continue to engage within groups

    • Continue to add friends

    • If there is content to be posted, post the content

    WEEK 4

    • Ramp up cold messaging to 20 per day

      • Do not exceed 7 per hour

    WEEK 5 - WEEK 10

    • Add 15 cold messages per day every week

      • Week 5 will be 35/day, Week 6 will be 50/day, Week 7 will be 65/day, and so on until we get to 100/day.

    👍 Follow these steps to ramp up the Facebook accounts in a healthy and effective.

    Here is a list of notable stats to keep in mind:

    • Friend request limit: 1000 at a time.

    • Mass follow limit: the account gets banned after 400-450 follows in 24 hours, and it will require providing an ID to unblock it.

    • Adding friends to a group limit: no more than 600 in 24 hours.

    • Joining a group limit: 25 in 24 hours.

    • Likes limits: no more than 5000 in 24 hours.

    • Messages limits: up to 150 at a time.

    Facebook has moved away from Pages and they have been promoting Groups instead. Do not worry about creating a Facebook Page.

    STEP #3: Prospecting & Outreach on Facebook

    There are a few different methods for prospecting & messaging potential customers.

    Usually, you're making a decision between whether to go for Volume or Quality.

    Volume: mass DMing which is usually most efficient with a bot and a message that can be easily copy & pasted

    Quality: thought out messages that are unique to each prospect but have the same Offer.

    Our method combines the two by teaching our SDRs to be as efficient as possible when finding prospects, reviewing their profile, engaging with their recent tweets, and crafting personalized messages based on their quick research.

    Our SDRs can prospect and write personalized messages at a 2/minute pace.

    You can train your SDRs to do the same by follow our step-by-step walkthrough.

    The walkthrough is an example of us prospecting and messaging folks who we believe will be a good fit for our Slack community:

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