Facebook is the largest social network in the world, so it should come as no surprise that marketers are using it as a tool to generate leads and sales. The Facebook ads system is easier to use than the other large pay per click system — Google AdWords. Facebook ads are also cheaper and more highly targeted.
Those using Facebook ads naturally want to get as high a return on investment as possible from their efforts, but online shoppers are very savvy these days. It’s not that easy to get people who have seen your product and company for the first time ever to buy that product. Lead generation might be a better way to approach your marketing to boost your success.
What is lead generation?
Lead generation is about identifying potential customers interested in your offer and trying to convert them from browsers into buyers. The most familiar example would be asking people to sign up for your email list in exchange for a gift, such as a newsletter, ebook, or special report.
Facebook Lead ads allow you to include a lead capture form right in your ad. This means those who see it and are interested don’t have to click to another page to get more information, and to give you their data. Everything can be done seamlessly right in their news feed.
This is great news for those seeking to capture leads because the less you interrupt people when they are going about their business on social media, the better. It’s also an interesting opportunity because the ads don’t really look like typical ads, and are interactive. The system allows you to create a range of forms for different purposes, and can capture different data, such as email addresses, phone numbers, zip codes and more.
Customizing your lead generation forms on Facebook in the context of an ad in such a highly targeted ad network offers an unprecedented opportunity for list growth IF you know how to create ads which will convert well, that is, generate a lot of leads.
In this report, we will be looking at the essentials for Facebook lead ads, so you can add this useful tool to your marketing arsenal.
So let’s get started with best practices, and then we will move on to how to set up your ads.
Facebook Lead Ad Best Practices and Uses
You can make the most of Facebook Lead Ad by first looking at your current lead generation methods. What data do you want to collect? What will the leads get in exchange for giving you their personal information?
Setting your goals
Each ad you create should have an in-built goal. How many sign-ups are you trying to get for your email newsletter, or requests for more information, or a 15-minute call giving them a free consultation, which can then help you sell your services to them that they really need.
Once you set your goal, you will be able to decide what data to collect.
Possible goals for your Facebook Lead Ad include:
- Newsletter sign up
- Inquiry/interest forms because they want to learn more
- Applications, pre-orders,
- Sign-ups for deals, coupons, offers
- Registrations for live events, conferences
- Registrations for online events like webinars or summits
- Insurance quote
- Eligibility for credit card or a loan
- Auto quote/Test drive
- Free samples
Some of these goals will be business to consumer, while others might be business to business. No matter which, it is far easier to build lists online and get more information by having your prospective customers do the work in exchange for a gift, valuable information, or special offer.
Incentives to sign up
Some of the incentives will be obvious. For a newsletter, they would get the free newsletter. They could also receive a free ebook about a particular topic, a white paper, templates, a free training video, and so on. It will depend on what makes sense for your particular niche.
For interest and inquiry forms, you might offer them a free ebook, planner, or 15-minute consultation. It all depends on how much time you have, and how “hands on” you want to be with your list and your business. The beauty of using Facebook Lead Ad for your lead generation is, of course, that it can be completely hands free if you set it up correctly from the ad through to the email marketing platform you use.
People who signup receive special deals, coupons, and may be entered in a contest with a chance to win a prize. For insurance quotes, the incentive is to try to save money.
For small business owners, it’s best to keep it simple. Get them on the list first. Then market to them once they are on the list. Don’t overthink it or make it more complicated than it has to be.
Data to collect when they sign up
With Facebook Lead Ad, you can customize the forms to collect more than just the person’s email address. However, do keep in mind that the more you ask, the less likely your target customer will be to fill out the form. Collect the data appropriate to your goal.
For example, with an email list sign up, all you need is first name and email. You can collect more data later, once they are on your list. If you want to send free samples, you need their mailing address. For an insurance quote, their zip code would be important. For more information and a free 15-minute consultation, you would need to collect their phone number.
If you run a bricks and mortar business that relies on customers coming in through the door, ask for their zip code and tag those who are within a reasonable distance of your establishment. You can then present them with special offers which will encourage them to visit. For other people on your list, send them general information.
If you can do mail order, fine. If not, show them what an expert you are with great content. Also, consider selling digital products to make the most of the non-local traffic coming to your site. Social media marketing casts the net widely for customers. Of course, you can be selective about geolocation when you run your ads, but if you do any free posts, you’re bound to get people from all over the world.
Desktop and Mobile
Another great feature of Facebook Lead Ad is that they can be used on both mobile and desktop. Consumers are spending more time on their phones than ever, and some are even giving up desktop completely for their Internet needs. They also check their email quite often, so getting them on your list could be the ideal way to forge a close relationship with your target audience, one that is much closer than what you can get on social media because the email experience is more personalized. There really are people out there who want to do business with you. Since Facebook is such a large social network, Facebook Lead Ad makes it easier to connect with them than ever before.
Tried and tested
Facebook Lead Ads have been around since 2015. By now, they are a tried and tested method for almost any business to try to generate leads. As long as you have a goal and know the data you wish to capture, you can succeed using this ad format.
Downloading your leads
The system allows you to collect and then download your leads into your customer relationship management (CRM) software, such as MailChimp or Salesforce. Be sure to have these set up and at least one list you wish to grow before starting to run Facebook Lead Ad. Check this list to make certain your CRM is integrated:
These are all best practices for making the most of the ads you create. By now, you should be feeling excited about this opportunity to build your list like never before. So let’s look next at how to create an ad.