With over one billion daily mobile users, Facebook is still the undisputed king of social media. All hail the king! That said, despite such coverage, not all users will be looking for your product or are potential leads. In retrospect, businesses targeting large demographics should definitely use Facebook but smartly. Generally, ‘content creation for the sake of content’ days are over. Subsequently, every social media platform has strengths weaknesses and purpose, and so must your lead generation campaign. The motive behind lead generation in Facebook should be creation of product and brand reinforcement. Hence, more leads, and ultimately, more clients.
The end goal is revenue increase from converting leads into clients when dealing with lead generation in Facebook. In the past Facebook always got criticism from marketers as too “personal” for business campaigns, but the narrative has changed. Facebook is increasingly becoming a common alternative for mass message delivery. Though leads without conversion are meaningless. For instance, a way to increase conversions is through Facebook’s App Install platform. For businesses with an app, you can increase your installs by utilizing the power of Facebook advertising. Create a catchy ad with a Call-To-Action linked to your product in the app store.
When leveraging lead generation in Facebook, you’d need lead magnets. You’d need to bait your targets into filling out a contact form. Though they ultimately need to feel they’re getting something of value in return. When considering lead generation in Facebook we’d have to consider avenues such as advertising a listing or a product, advertising an event for instance seminar or webinar. Furthermore, advertising your services with a video or image and promoting your Facebook page. Additionally, advertising your content like a blog or podcast. Lastly, directly capturing leads with a specified target audience in mind.
Facebook Lead Ads
Facebook Lead Ads are possibly the most dynamic of options for lead generation in Facebook. Distributed amongst users most likely interested in your product, Lead Ads increase the chances of users clicking on your ad. For lead generation in Facebook, it’s more important to secure the lead with a Call-To-Action (CTA). Though with Facebook Lead Ads, the CTA links to a contact form which they fill. Furthermore, the contact form is typically pre-populated with data Facebook already on the user. Later you can set-up an integration with your CRM or download these leads manually in a CSV file.
Why Lead Ads?
Lead Ads enables marketers quickly collect information from prospects thus easily turning Facebook users into leads. Furthermore, Facebook lead ads allow tracking of leads across multiple devices and improve the quality of your leads. This is through Facebook’s Context Cards feature and people-based targeting. Additionally, they improve conversions through retargeting, and allow viewing all leads in real-time! In retrospect, instead of waiting for lead access via an email, you can see them as soon as a Lead Ad form is submitted!
Facebook Live has grown in popularity for social media marketers for lead generation in Facebook. With the live, uncut and unedited feed taking over social media as viewers, the possibilities are growing. The desire of authentic live video can create unseen opportunities for lead generation in Facebook. Furthermore, marketers can create a better human perception. Hence, enabling viewers see individuals and businesses in a raw format without multiple takes and countless edits. Considering Facebook live video could be one of the considerations for lead generation in Facebook.
Facebook News Feed
Facebook uses a unique algorithm for determining whether posts get displayed on user’s News Feeds. If you’re considering using the Facebook news feed this is critical for lead generation. The algorithm goes through numerous iterations annually but will always responds to content engagement. Generally, the more users and their networks interact with your content, the more it will show up in the feed. How close is the relationship between users and your content? What type of action was taken on your content? How current is my content? What types of posts do users normally interact with?
Facebook Paid Ads
Facebook ads pricing works on an auction system similar to Google Adwords system. You simply bid by telling Facebook how much you are willing to pay per click (CPC) or per thousand people who will potentially see your ad. Furthermore, the actual cost will depend on how many individuals are bidding for the same demographics or keywords. Though you typically pay less than your bidding price, Facebook can charge you any price till your bid to show your ad. Additionally, with Facebook ads you more or less bid on “likes” and interests in people’s profiles.
Generally, Facebook’s Page Insights application provides fantastic analytics, tracking, and results on engagement and ad performance metrics. This data internally helps you begin the conversation about your program return on investment with lead generation in Facebook. For instance, impressions tell you how many times your ad has been shown to a Facebook user. Additionally, measurement of how many people responded to your call-to-action is possible too. This is helpful when dealing with Lead Ads because they are so flexible.
In conclusion, lead ads are a useful way to drive leads for a range of advertiser objectives. Use targeted approaches which can include location, gender, age, interests, and behaviors to narrow down a more on interested consumers. Additionally, consider targeting Facebook users who follow your competitors too if you can. For information on leveraging leads with Facebook, feel free to contact us.