This post was last updated on March 19th, 2016 at 09:50 am
What is your favourite advertising platform? Are you making use of Facebook lead ads in your inbound marketing strategy?
Knowing that 65% of Facebook’s 1.5 billion population check Facebook every day, I would advise integrating Facebook lead ads into your marketing strategy.
According to 2013 State of Inbound Marketing Report, 52% of marketers sourced a lead from Facebook and this number has grown over time. Lead ads from Facebook is far cheaper and efficient compared to driving leads to landing pages and with third-party tools like snaptiks, your leads can be imported into MailChimp or getresponse.
With the constant updates and changes to Facebook, capturing leads from Facebook has never been easier. Facebook recently launched the Lead Generation Objective with which you can ask customers or leads for their information without leaving Facebook itself.
How Leads Ads Work
Leads ads are generally lead generation campaigns run on Facebook by businesses allowing people to show their interest in a product or service by filling out a form and giving out their information and allowing business to reach out to them.
For a more detailed tutorial on how to create a lead ad campaign, check out this article by Kyle Patterson of Social Media Examiner. Lead ads can be of great value to business owners ranging from car manufacturers to bookstores, Car manufacturers can use lead ads to display a new product or publicise a product launch to customers and allow customers request for quotes or make enquiries without leaving their Facebook timeline.
Simply put by Digitalmarketer.com, Facebook lead ads allow advertisers to collect information from prospects directly from mobile ads. In fact, studies have shown that Facebook users spend twice as much money online than the average internet user and that conversion rates from Facebook leads are, on average, 2x better than leads referred from somewhere else.
Now how do you effectively use leads ads
- Determining the right lead magnet to use
This cannot be stressed enough, there would be conversion or acquiring of leads when the wrong lead magnet is offered to the right audience, you could also target expand your reach and audience by adding audiences of similar interest into your demographics.
- Pay attention to context, be specific about content and what leads should expect.
When creating a lead ads, context should be given priority as conversion and CTR depend largely on the what is being offered to prospects. Use catchy headlines, prepare your benefit messaging just like a sales copy. Use bullets point or paragraph when creating your context card.
- Create user’s journey during planning
You should plan and execute your user’s journey, so offer an excellent user experience and better conversion or ROI in the long wrong. You should set up your lead ads to run seamlessly from the first click-through down to your autoresponder with the final offering thereby providing a beautiful user experience and likeability for the brand.
- Treat the ad like a landing page
Your facebook lead ads is more or less a landing page right inside Facebook. Pay extra attention to every little detail from color to images down to the CTA.
- Integrate with CRM before running ads or export via CSV
Before launching your lead ads, integrate your campaign with your CRM of choice to provide excellent customer service or just export your leads information via CSV if your current CRM is not supported by Facebook. Currently supported CRM’s include:
- Constant Contact
However there are third-party tools that build integration for Facebook lead ads with CRM’s and ESP (email service providers) such as:
6. Do A/B testing to optimize and yield optimum ROI
This is self-explanatory
- Request lesser information to increase conversion
Remember 49% of facebook users are mobile, they lesser information you require from leads, the higher your conversion rate. Remember you are trying to establish a relationship and you are competing for attention at that moment in time.
- Minimize scrolling to improve experience and conversion
Require less information and keep your copy short and enticing. Every extra scrolling or new screen increases the chance of abandonment. Specific guidelines for a successful lead ads are:
- Recommended image size: 1200×628 pixels
- Image ratio: 1.9:1
- Text: 90 characters
- Headline: 25 characters
- Link description: 30 characters
- Use context card to highlight the benefit of giving out information
Your context card is the second phase of the lead’s journey after clicking your CTA on the news feed. Create and highlight your copy to place emphasis on the benefits of your leads releasing their information to you.
This is compulsory by default.
- Consider the timing of business to handle customers support and timing of target audience to increase conversion.
You don’t want to run your lead ads when you, your team or staff won’t be available to follow up leads or provide adequate customer support. You might return to your Facebook analytics to see eye-watering numbers, in such a case you could use ads scheduling to disable your campaign when you can’t follow up a lead.
- Test your call to action and choose the best fit for your lead magnet
Your CTA plays a major role in ensuring higher CTR’s. Try different CTA’s or run separate tests to determine what CTA works best with your lead magnet.
For now, Facebook offers six call-to-actions for lead ads and they are:
- Sign Up
- Learn More
- Apply Now
- Get Quote
- Set Up your autoresponders
- Finally, Facebook lead ads should multiply your inbound marketing effort not replace it.
Citing messages from people who have effectively utilized and implemented Facebook lead ads:
“ We offer our email subscribers access to exclusive updates and an inside look into the world of Stuart Weitzman. Email marketing is a valuable tool to expand our visual storytelling and drive sales. As compared to other acquisition efforts, lead ads yielded a 52% more efficient cost per lead across domestic and international markets.” – Susan Duffy, Chief Marketing Officer, Stuart Weitzman
“In early A/B testing, Facebook’s native lead ads outperformed link ads driving to the website to fill out a lead form in terms of total leads and conversion rate while driving a 4x reduction in cost per lead compared to previous social lead generation tactics.” – Kim Kyaw, Manager, Digital Marketing & Social Media, Land Rover
Other ways of generating and capturing leads on Facebook
- Use CTA in cover photos
- Include landing page links in captions
- Use targeted advertising to extend your content reach
- Build forms on tabs
Best time to capture leads or run lead ads?
Well, most advertisers or social media experts would advise you to keep your ad running throughout the day but lead generation and audiences differ according to industries or niches so I would advise you to run tests and find out what works best for your business.
If you collect sales leads on your website, why can’t you do the same for your facebook page?
Have you tried any leads campaign on Facebook? What were your results? Any challenges? How can I be of help?