March 25, 2020
Each platform is unique when it comes to lead generation, and Facebook is no exception. It’s heavily-used, creates plenty of touch points, and has some stellar lead generation ad options built in. How can you leverage this powerful platform to direct potential customers to your brand and get them to provide their information? With just a few simple steps, you can start drawing in customers with a personal touch – right where they spend time with friends and family on the internet.
One of the first things you will do is build an audience. We went over creating conceptual audiences in our previous blog post – but Facebook Audiences are a built-in feature of the platform that gives you endless options for choosing the right audience for your ad content. You can choose from demographics such as age and gender, interests, habits, and more. Creating an audience from scratch will draw in new eyes. However, we’ve found that a retargeting audience is one of the most effective ways to generate qualified leads on Facebook. This option will allow you to retarget users who have visited your website, interacted with your facebook or instagram page, or even those already on your email list. These users already have an interest in your product – so they will be more inclined to engage with your content again and may even fill out a form.
Next, you will have the opportunity to fine-tune your ad’s creative. Pick a great photo or video of your product so it’s clear what the ad is about. Then, you’ll write primary copy to go above the photo. Also, you’ll need a headline, which will display next to the call-to-action button you have selected. Your headline should directly relate to your CTA, and your primary copy should demonstrate the wider benefit a potential buyer will get from your product. Keep in mind this text will be what draws someone to your ad, so make it catchy and benefit-driven.
For example, you’re selling skincare products. Your primary text would say “Experience softer, smoother skin in a variety of naturally-inspired fragrances” and your headline would say “Sign Up to Get a Free Sample of Lotion” if you were giving away samples for signing up for the newsletter. Your CTA for this particular ad would be “Sign Up”.
Everything you have done so far will drive people to your form, so make sure it is fine-tuned. Forms in Facebook lead generation ads are served pre-filled with any user information that has been shared with Facebook. Often, all it takes is a click or two from the potential buyer to submit your form. This can be good, if you want a high volume of leads. But if you want qualified leads, it is smart to add additional questions and a review page to your form. Requesting this information will filter out some leads, but leave you with the ones who are truly interested.
Facebook lead generation ads have a variety of benefits, and they help make the lead generation process easier and more personal for the potential buyer. You have lots of options when you’re creating these ads – so it can be a bit overwhelming at first. If you need help using effective lead generation ads on Facebook, contact us. We’ll help you reach your leads where they are, and you’ll have the power of this platform working for your business.
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