This post was contributed by LeadsBridge.
There are many reasons why Facebook is considered one of the most effective platforms to generate new leads for your company.
With Facebook, you can reach a specific audience of people with targeted ads.
Facebook targeting options allow advertisers to target audiences with similar characteristics including:
- And many others
Facebook also rolled out tools and features specifically designed for lead generation which, if used well, can generate good quality leads at a competitive price.
What are Facebook Lead Ads?
Facebook Lead Ads are a tool designed to help advertisers collect leads from Facebook. It comes with a pre-filled form populated by users’ information from their Facebook profiles. With this, they don’t have to leave the platform to complete the form. All they need do is to confirm their information and submit the form. Below is an example of Facebook Lead Ads:
With Facebook Lead Ads, companies can reach their target audience on mobile, desktop, tablet, and other devices. It makes it easy to collect leads through email subscriptions, registrations, pre-orders, etc.
For these reasons, Facebook Lead Ads can help you generate a higher volume of leads at lower costs.
In this article, you’ll discover:
- How to use Facebook Lead Ads to increase the number of your leads
- How to increase the quality of your leads
1. Use the Higher Intent Form
In Facebook Lead Ads set up, there are two options for leads: “more volume” or “higher intent.”
The default optimization for Facebook Lead Ads is for more volume. This makes it easy for users to quickly submit their details after they fill the Lead Ad form. This can generate a massive number of leads — but they may not be high-quality leads. The higher intent form is more geared towards collecting high-quality leads.
Higher Intent Lead Ads have 3 features:
- The inline context under contact fields
- The slide to submit button
- The review screen
On the high-intent form, add unique fields to help you qualify your leads. Most users are discouraged when they are asked to fill out a signup form with long fields. This reduces the number of users that will submit it, helping to weed out low-intent leads. The higher intent form is only delivered through the Facebook feed on mobile.
2. Ask for more qualifying information
The second way to weed out low-intent leads is to ask for more qualifying information. This could be risky because many people may not want to give you a straightforward answer, but it will help to filter them out, leaving room for the high-quality leads. The questions can be as direct as asking when they intend to purchase. A casual browser who doesn’t have the intent to purchase soon will skip the form, but those who have the intent of buying will respond.
Most often than not, the questions you want to ask will depend on your business goals. Here’s a table showing the different types of questions for different goals:
Source: Facebook business
The Centerline Drivers created Facebook Lead Ads to help them find new team members. The ads contain custom questions that help to weed out drivers they don’t want. Check it out:
3. Craft an attractive intro to qualify users
The Facebook Lead Ads intro offers more details about your product or services. It tells subscribers what they will get for submitting their info. It is optional to add the intro, however, it is highly recommended — the click-through rate (CTR) of Lead Ads depends on the ad copy. The intro copy gives you the opportunity to introduce your business to your audience. The headline should be attractive to your audience to increase clicks.
The intro area of the Facebook Lead Ads set up is divided into two parts: the headline and the description.
The headline is where you state the topic of the ad. It should be catchy, short, and attractive. The paragraph description section is where you further explain more about your product or service.
For example, check out the intro below:
The intro headline is “Felt bored with your holiday? Let’s spice it up!”, while the paragraph section explains more about how to have fun during the holiday.
4. Target Lookalike and Value-Based Audiences
The audience you target influences the quality of leads you get. Lookalike audiences is a Facebook Ads feature that allows you to target users similar to the audiences that are already engaged with your company on your Facebook page, mobile apps, website, etc. Lookalike Audiences are created based on your Facebook Custom Audiences. This way, you know which products and messages will resonate with them.
Lookalike audiences are more likely to make purchases when the seed audience is based on existing customers.
To get high-quality leads from your lookalike audiences, create a campaign that introduces your company to them. For this, use a video campaign or a headline that will tell the audience what your product or service is all about and why they need it. Afterward, you can run a retargeting campaign based on the users who engaged with the first campaign. This will help to further push them down the sales funnel.
Since the quality of a Lookalike Audiences depends on your Facebook Custom Audience, a way to increase the quality of leads is to use a Custom Audiences based on customer lifetime value.
If you use s CRM to keep track of customer purchases, you can target Value-Based Lookalike Audiences. This lets you reach users similar to your high spenders, consequently improving the quality of your leads and the ROI of your campaigns.
5. Follow up with leads immediately
The best way to preserve the quality of your leads is to quickly follow up with them. A survey revealed that if you follow up with web leads within 5 minutes, you’re 9 times more likely to convert them. Again, 30-40% of sales go to the vendor who responds first. If you don’t want to lose out on prospects, follow up with them immediately after they are added to your list.
Facebook stores all incoming leads and gives you access to download it as a CSV file. This means you have to download and upload CSV files daily to keep it updated, which is cumbersome and time-consuming. However, this process can be done automatically by syncing your CRM to Facebook. You can use LeadsBridge’s Facebook Lead Ad Sync to integrate Facebook Leads Ads with your CRM.
This way, you can keep your audience lists updated whenever someone subscribes or unsubscribes from your email list. It also helps ensure that you are not targeting audiences that have already converted. This helps to reduce ad spend and results in high-quality ad delivery.
In addition, LeadsBridge can help you sync leads with ActiveCampaign. This will enable you to quickly follow up with the leads without manually downloading and uploading the CSV file to ActiveCampaign. Once you integrate with LeadsBridge, you can easily send your welcome SMS messages and emails to Facebook leads through ActiveCampaign.
6. Track offline conversions
Tracking offline conversions is important for businesses with brick-and-mortar locations, such as automotive and retail stores. One of the reasons why most companies don’t generate high-quality leads is because most of them are not linking what happens offline to what happens online.
Generating quality leads involves getting the right data to make the right decisions. For example, if you set up a Facebook Lead Ad and it generates 50 leads who convert into 10 sales, you need to know which keywords and audience set generated the 10 leads that converted into sales.
With this information, you can improve the budget for ads that convert and generate even more quality leads that will make purchases.
Lead generation is the soul of customer-oriented businesses. Thanks to Facebook, you can generate high-quality leads with Facebook Lead Ads tool. With it, you can use features like Lookalike Audiences and Value-Based Audiences to weed out low-quality audiences and target customers who are similar to your high-value customers.
With the ability to sync your Facebook Lead Ads to your CRM, you can quickly follow up with leads before they get cold. This will help you bring in more long-term customers who will be ready to do business with you on a continuous basis.