— April 3, 2019
Facebook is more than just a social media platform where people can communicate with friends and family. The social media giant is also one of the best ways to get in touch with potential leads who may benefit from your product or service, but don’t know that it exists.
Around 95 percent of people check their Facebook account from their mobile devices. This factor means that you’ll be able to keep your finger on the pulse of your potential customers, regardless of where they are.
Business owners are well aware of the value of Facebook Ads. However, Facebook Lead Ads are slightly different from traditional Facebook ads. When you use these new ads to generate leads you can target people who are more likely to be interested in your product and when the potential lead clicks on your ad, Facebook automatically generates their information in a form box so you can convert them in seconds.
We know what you’re thinking–how can these ads work for me and help generate high-quality leads? Let’s take a look.
Create an Offer that Appeals to Your Audience
Special offers are a great way to pull in new customers, especially on social media. In fact, 39 percent of users say that they are likely to follow a brand if there is an offer attached. One of the things you have to consider when creating your lead ad is the type of offer you want to present.
There are plenty of different offers you can provide to potential leads. The key is to figure out how you can add value to their lives. For example, you could offer a weekly or bi-weekly newsletter with the latest tips and tricks in your niche. You could also offer customers the chance to check out a webinar you’re hosting with great information. The value behind the pre-populated form is going to be the thing that gets you high-quality leads that are likely to convert.
Here’s an ad where a company called Jasper’s Boutique appeals to the home decor audience by giving them access to the latest and greatest products in their collection.
Using special offers in your ads is also a great way to split test different offers. As you experiment with different offers you’ll start to fine-tune your social media marketing plan when you discover what potential leads hope to gain from shopping with your business.
Consider the Pre-Populated and Custom Questions
When you’re creating your Facebook Lead Ad, you’re allowed to add your own additional questions in conjunction with the questions that will get filled in from the lead’s profile. Use the opportunity to ask a question or two to gain additional insight into your audience.
You may want to ask a question about their interests or what they hope to achieve by signing up with your ad form. This is also a great opportunity to discover what your potential customers see as a pain point, which gives you valuable insight as to how you can solve customer’s problems and tune your product to their needs.
For example, if your site specializes in helping new bloggers market their content, you may want to ask what marketing channels they are currently using to get their content out to their subscribers. You can then take that data and turn it into content for your website that helps these leads enhance their marketing through channels they are already using.
Furthermore, you can pick what kind of personal data you want to auto-populate should they choose to click on your ad. As you can see below, there are a ton of different options and if enough customers sign up you can build stronger customer personas.
Enable Click to Communicate Option
After your leads have followed through on your ad, make sure you enable the option that allows them to call or contact your business with questions. There’s a good chance that if they signed up for your lead ad, they are interested in what you offer. Like all potential new customers, they likely have questions.
By simply adding the feature to let them communicate with your directly after the sign-up, you’re increasing the odds that they will become a quality lead for your business. We cannot stress the importance of this feature, especially if you’re a business looking for local customers. The ability to call your business and talk to someone can make or break the flow of communication with your leads.
There’s no doubt that there’s plenty of room for social marketers to reach their targeted audience on Facebook and improve their lead generation. When you want to generate leads you have to learn how to put people first. Without interested consumers, we wouldn’t have the success that we do today. Try to put yourself in the shoes of your average customer and think about the types of ads you would like to see as you are scrolling through your newsfeed.