Lead generation is how you build up interest in your company’s products or services. Let’s not beat around the bush. Facebook’s capacity to generate leads is tremendous.
It makes perfect sense that many businesses practice lead generation on Facebook to boost their customer acquisition.
But when you’re just starting out, lead generation on Facebook can appear to be overwhelming. The truth is, it’s actually much simpler than you think.
Facebook lead ads are simple to set up and are highly effective. And the best part about them? They are quick and easy for your potential leads to engage with.
The thing that makes lead generation on Facebook so effective, is that users do not have to leave the platform. Instead of clicking through to a landing page, you fill in the lead form right on Facebook.
Because lead generation on Facebook can be so effective, it would be a pity to waste the opportunity. You need to have a clear campaign objective, make sure that your ad placement is on point, and that you use the right instant form fields for lead capture.
So, if you’re here to find out exactly how to use Facebook lead ads and how you can maximise lead generation on Facebook, keep on reading.
Lead Generation on Social Media
Before we dive into the how-to of it all, let’s take a step back and remind ourselves about the basics of lead generation.
The point of lead generation on Facebook and other social media is to capture qualified leads and pull them into your sales funnel. You do this by implementing a variety of strategic marketing tactics.
You want to get your social media audience to engage with your ad or post, and ultimately fill in your lead form so that you can get their information. Ideally, you’re looking for qualified leads, or in other words, leads with a high intent to buy.
There are many tricks that markets have found success with. But more on these tips for lead generation on Facebook later.
Lead generation on Facebook and other social media helps brands and marketers get to know their audiences better. Facebook users have already volunteered plenty of information about themselves, to varying degrees. You have all this information available to you for your marketing and lead generating purposes.
By knowing your Ideal Customer Profile (ICP), you should be able to show your ad to the right people and drive up engagement with Facebook users who are likely to want your product or service. If, however, you do not know your ICP as well as you should, you can use Facebook lead ads to develop a better understanding of your market.
Benefits Associated With Lead Generation on Facebook and Other Social Media
While your ultimate goal is to capture leads and turn potential customers into satisfied customers, there are other benefits associated with lead generation on Facebook and other social media:
- Increased brand awareness
- Increased web traffic
- Distribution of content
- Increased community engagement
- Increased brand advocacy of customers, and
- Growing your influencer marketing program
By 2021, there will be 3.02 billion social media users worldwide. And these users are hopping onto social media for everything, from shopping and reading reviews to networking and communicating. That is why using Facebook to increase brand awareness is so natural.
But while lead generation on Facebook exposes your brand to cold audiences, the best way to build up an active audience on Facebook is to focus on the people who already know you best. You need to develop your online presence so that existing customers engage with you on Facebook by liking and sharing your content. If you can drive up engagement you will develop social proof for your brand. And that’s when you can really push forward with those lead generating tactics.
An active brand that can offer social proof should definitely be using Facebook lead ads. If your target audiences aren’t already clicking through to your site, Facebook lead ads can help you acquire more information about these consumers so that you can reach out to them.
Remember, your marketing tactics should always use a combination of inbound and outbound marketing techniques. And with lead generation on Facebook, you have the platform to execute both.
Let’s learn a little more about Facebook lead ads.
Facebook Lead Ads
Facebook created lead ads as a tool for businesses that market and advertise on Facebook. They allow marketers to collect leads directly from the users already on the platform. Lead generation on Facebook can take place in many formats, and so Facebook leads ads can have many different forms. These ads can be offered for a free demo or quotation, a newsletter sign up, or even a free audiobook. But in exchange, the Facebook user must fill in your form.
Because Facebook users already share personal information when they create their profiles, it is very easy to target your key audiences.
As we said earlier, one of the biggest perks, from the user’s point of view, is that they do not have to click through to a landing page when they come across a Facebook lead ad. They are able to stay on the platform. In return for filling in a lead form, users are rewarded with free offers or content, or something else that they might find valuable, like a coupon code.
Lead generation on Facebook culminates with the instant form. Your goal is to collect as much information as possible with this form. But if the form becomes too long and complicated, the user will drop off.
In an ideal situation, people will simply tap on your Facebook lead ad and the form will pop up. The form will be prepopulated with all the information the user has already made available on Facebook. It should take the user less than a minute to fill in your instant form, and voila, you will have generated a lead for your business.
Instant forms have several features worth mentioning.
Consumers have increased their mobile usage drastically. This means that your lead generation forms have to be compatible with mobile devices, which of course, instant forms are. If your lead generation form isn’t mobile-friendly, you are missing out on a lot of leads.
Finding Leads that Matter
By using Facebook lead ads and instant forms, you will have control over your targeting. This means that you will be able to pick the audience you want to show your ad to. By optimizing your ads in this way, you will be showing your ads to the people who are most likely to engage with them. This will lower your cost per lead, improve your ROI, and your leads will probably be highly qualified.
Besides asking for contact details, you can also customise questions on your instant form. This way you have a direct, open-ended line of communication to your leads, and you can deepen your understanding of what your audience is looking for.
Facebook Leads Ads can be used to:
- Identify potential customers for your business
- Collect subscriber information for your company newsletter
- Encourage downloads of free marketing content
- Develop an understanding of the interests and behaviours of potential customers
- Get people to signup for your newsletters or programmes
How Do You Create a Facebook Lead Ad
If you’re going to launch a campaign for lead generation on Facebook, you can either start in Ads Manager or from your Facebook page. The lead ads that you create will appear in:
- Facebook News Feed
- Facebook Stories
- Instant Articles
- In-Stream Videos
- Instagram News Feed, and
- Instagram Stories.
Once a potential lead has completed the instant form, you will be able to download your lead’s data from Ads Manager or your Facebook page. You could also connect you Facebook lead ad to a Customer Relationship Management (CRM) system, like Mailchimp, for example.
So, if you were to use Ad Manager, these are the steps you would take.
First, on the Ads Manager go to your dashboard and clock on ‘create’.
You will then select ‘Lead Generation’ as you objective.
By doing this, Facebook knows to show your ad to people who are already in the consideration stage of the customer journey. These are the people who will have high-intent to buy.
Bear in mind, Facebook uses targeted advertising and even retargeting techniques. So, anyone within your reach and target market who has researched the pain point you’re addressing, and the available solutions, ought to be shown your ad.
To A/B Test or Not
Next, you will need to specify whether you will be running A/B tests or using the campaign budget optimization settings. It is advisable to do both, but you do not have to.
After this, you will specify your audience, ad placement, ad budget and the schedule.
You can even upload a custom audience using data that you already have, like contact details.
A real golden ticket to lead generation on Facebook is the Lookalike Audiences setting. Facebook will look for users that match the type of people already visiting your Facebook page and show your ad to them too.
You will be able to specify everything about the audience that you’re targeting. From their demographics to their interests and behaviours. You want to make sure that the right people see your Facebook lead ad.
In terms of placement, it is recommended that you let Facebook decide this for you. However, if you would prefer to take control of the placement settings, you can.
Last, but not least, you will deal with the budget.
Now that you have all the technical aspects of your Facebook lead ad out of the way, you will be able to focus on your ad design.
You will decide on the ad format, what images you will use, and inset your copy.
How to Create an Instant Form
After you have completed your ad you will go on to create your instant from.
There is an instant form section that you will go to, and you start by selecting ‘new form’.
A Few Final Thoughts
If you are really serious about lead generation on Facebook, there are a few final thoughts you can consider.
As we spoke about before, you can use retargeting techniques. Make sure you’re showing your ad to people who have already been on your website and Facebook page. If you have any feedback from your audience members, try to include it in your Facebook lead ad. This will appeal to those potential consumers who already have a high intent to purchase, making it that much easier to collect these high-quality leads.
If your product or service has multiple stores, include a store locator. If a newly converted lead seems that the free demo or test drive, for eg, is nearby, they will be tempted to follow through immediately.
While the point of your Facebook lead ad is to get the prospect to fill in the instant form, you can add another CTA to your ad. If we were to stick to the car dealership example, perhaps you can add a CTA to the end of your instant form and encourage the new lead to phone the dealership and set up a test drive.
Show Your Ad’s Value
The one side to lead generation on Facebook, is that the competition is getting pretty thick. It is so effective, everyone is doing it. The same people who you’re trying to drive to your website are being targeted by hundreds of other brands too. It can be mentally exhausting to sign up for every service that comes your way. That;s why you have to make sure your ad stands out. Keep it simple and demonstrate your value.
We Want to Hear From You
All in all, lead generation on Facebook has never been easier. But don’t take our word for it. Have you used a Facebook lead ad? Did it work for you? We would love to hear from you in the comments below.