Marketing has changed a lot in the 21st century. This is especially true as it concerns lead generation. Traditional tactics like cold calling and direct mail don’t have an impact like they used to. For most modern marketers, the keys to effective lead generation are online. With this post, you will learn how to use Facebook to create lead generation campaigns that will help you build a solid list of clients.
Digital marketing offers a lot of opportunities for attracting leads, but Facebook lead generation ads happen to be some of the most effective. For many businesses, working with a Facebook advertising company will offer a lot of advantages for running lead generation campaigns. When the campaigns are handled the right way, a business can collect a lot of leads without having to spend a lot of money.
Table of Contents
- What makes Facebook great for lead generation?
- Creating Lead Generation Campaigns
- Select the Right Audience
- Don’t Go Overboard With the Lead Form
- Make it Clear That There is No Obligation
- Attract Leads With an Offer
What makes Facebook great for lead generation?
Facebook should be at the top of the list for reaching a variety of marketing goals. With more than 2.7 billion monthly active users, it has a large community. It is almost certain that many, if not most of the customers or clients you are looking to attract use the platform.
Beyond the large audience, Facebook has a variety of effective advertising options. This includes the lead generation ads from the platform. With these ads, users will be shown a lead form when they click. Even better, Facebook populates the form with much of the user’s contact information to reduce friction.
These lead generation ads also perform well on both desktop and mobile. They are easy to read and fill out on the screen of a mobile phone, so they can help a business capture more leads from mobile users. With more people using their phones as their first choice for accessing the internet, this can make a big difference.
The ability to target audiences is another reason why these ads are so effective. With Facebook, you do not have to go with a cold audience. If you know how to use the targeting options, you can zero in on the audiences that will be more likely to share their details with your business.
Creating Lead Generation Campaigns
Few platforms make lead generation as easy as Facebook does. With the right tactics, you can collect a list of warm leads without having to spend a lot of money. With that said, it isn’t as simple as creating a form and starting a campaign. The ads need the right elements if you are going to collect a lot of leads.
Select the Right Audience
Most people won’t give their personal information just because you ask for it. You have to think about how many times you have seen a lead form pop up on a website or after clicking an ad. How often do you provide your details when you see these forms?
The first step of running a successful lead gen campaign is finding the right audience. That means looking for audiences that might already be familiar with your brand. If they know a little about your company, there will be a greater chance that they will be willing to provide some of their personal info in the form.
Retargeting happens to be a good option for lead generation ads. Maybe target people who have visited your website or engaged with your profile or some of your posts. These users have some familiarity with your brand and their activity indicates that they might be interested. A lead generation ad could be the final nudge they need to provide you with their information.
Don’t Go Overboard With the Lead Form
This is a very important point to consider when creating lead generation campaigns. You obviously want to collect as much information as possible with your lead form. However, you don’t want to overdo it. If you ask for too much information, you might lose many of the users who would have submitted a simpler form with fewer fields.
Your goal should be to get the information you need to contact the lead. If you can get it down to just asking for their name, phone number and email, that is great. If you need to add one or two additional fields to help you qualify or categorize the lead, then try to keep it as simple as possible.
The instinct to put a lot of fields is understandable, but you will lose a lot of leads you could have collected. It is better to get the most important information on a long list of leads than it is to get a lot of information on just a few.
Make it Clear That There is No Obligation
One barrier for many people is that they may assume that they are committing to something by filling out the form. To remove this barrier, you need to make it clear that you are not asking them for anything other than their information.
When you make the copy for the ad, you should stress that there is no obligation. Even if you are using some type of lead magnet, make sure to let people know that they will not have to do anything after they submit the form.
Attract Leads With an Offer
You can attract leads with nothing more than the right audience, a simple form and a good copy. Interested people will give you their details if you handle the campaign the right way. With that said, you can attract more leads by offering them something in return.
If you have some kind of offer you can make to attract leads, it should be a part of the campaign. If you don’t have one, you might want to look into making one. It doesn’t have to be anything too extravagant. Maybe you could create an ebook or white paper to share. A free sample or trial of the product or service could attract leads.
The lead magnet will depend on the type of business you run. Look at your business, what you have to offer, and think about what would entice your customers to fill out the form.
Facebook offers some of the best opportunities for lead generation, but it can take a little time to refine your strategy. The professionals at these companies are already familiar with the platform and they will know how to set your campaigns up to have the maximum effect. Follow the tips mentioned in this article when next you want to create powerful lead generation campaigns using Facebook