How to Leverage Facebook for Lead Generation
The world of marketing is ever-evolving. Keeping up with the latest trends can help businesses prepare for new challenges ahead. In fact, around 77% of US companies make use of online learning just to remain competitive, offering courses on social media marketing and other relevant marketing techniques.
If you constantly find new ways to leverage technology and social platforms for your strategy, then you should know that establishing a solid presence in the digital world is imperative. Of all the social platforms, Facebook cannot be overlooked.
With 2.45 billion monthly active users, Facebook is the most used social media site. So, it would be a big mistake to leave it out of your digital strategy. The benefits of incorporating it on your social media tactics often include:
- Brand awareness
- Wide audience reach
- Lower marketing expenses
- Targeted audiences
- Website traffic
But do you know how integral Facebook can be in your lead generation and nurture strategy? Many businesses miss out on the opportunity to leverage Facebook marketing in acquiring leads, growing email lists, and converting them into paying customers.
Doing so will not cost you any more than your usual marketing campaigns. If you are already running ads for traffic and boosting your posts for engagement, then running campaigns to generate leads will not break your budget and resources.
Why Do You Need Lead Generation?
In the digital age, buying leads is not always the smartest option. Apart from the fact that it can be expensive, it is often impossible to ascertain the quality of bought leads. Generated leads from your sales and marketing team’s efforts, on the other hand, are highly targeted and more effective.
Facebook is an ideal platform to launch your lead generation efforts. Not only does it offer an easy and convenient way to attract and convince interested followers to sign up forms and obtain their information, but it is also cost-effective and brings higher ROI.
Lead Generation and Facebook Ads
More commonly known as promoted forms, Facebook lead ads allow you to capture the details of your customers in exchange for valuable offers such as newsletter subscriptions, workshop registration, or demo requests.
Interested users can simply click the lead and a form pre-populated with their contact information based on their Facebook profile will then pop up. They can easily complete the rest of the steps with ease.
The social platform distinguishes itself from other third-party tools by making it easier for users to fill out a form, especially if they are using mobile devices with smaller screens. After a few taps, they can get the information they need, and you get to generate a qualified lead.
Another advantage of Facebook lead ads is the platform’s ability to reach the right people. Your audience can be optimized and narrowed down, ensuring that you get quality leads who are more likely to convert.
How to Take Advantage of Facebook’s Lead Gen Ads
Determining Your Lead Magnet
The key to an efficient lead generation strategy is finding something that your target customers will find valuable enough to convince them to give their email and other information to you. What can you offer that will make it hard for them to resist?
It can be your weekly newsletters, coupons and signup deals, webinar and event registration, competition and surveys, test demos, and much more. The important thing here is to know what your audience need and provide it to them.
Building Your Landing Page
After sorting out your lead magnet, it’s time to create your landing page. This is where you redirect the users once they click your ad. Typically, it is a form where they can fill out their necessary data and download your valuable offer.
A good landing page has fewer distractions. Make sure to focus on your primary goals – generating leads through your valuable lead magnet. Forget about website navigation, external links, and secondary actions that will draw your prospect’s attention away from your goals.
It’s also important to note that the less you ask, the more chances you have of winning your lead. Try to include only the most important details that you need from your target. They will more likely complete the form if you refrain from asking too many questions.
Choosing the Best Facebook Ad Format and Design
The design of your Facebook lead gen ads matters a lot. Usually, an ad includes a headline, text, image, and CTA.
Making your headline and text eye-grabbing and compelling is the best way to go. For example, if you are offering a free course on various gym exercises, saying it per se does not make a very convincing offer. Instead, figure out your customers’ pain points. What do they need? What do they want to achieve? By highlighting the benefits they can get out of your offer – losing weight, getting fit, and leading a healthier life – they will more likely sign up for your lead magnet.
Your ad can be even more appealing if you let them know that the offer is free and they can get it in as few as three steps. Adding a sense of urgency can also make it more effective. If you are offering a free webinar, you can tell your target audience that they have less than 48 hours to sign up.
You also need to choose the best accompanying media for your ad. A strong image or a carousel of images can easily grab the eye, but videos are proven to be more engaging and effective.
Targeting the Ads to the Right Audience
No matter how persuasive your ad is, if you are not optimizing it for the right people, it will not be as successful. Knowing who your target audience are is the best way to go.
This means identifying their demographics (age, gender, location, etc.) and interests. Will you gear your ads towards millennials? Are your products more likely to be used by women rather than men?
By narrowing down your audience, you ensure that your message will reach the right target. They will be more interested in your ads, hence increasing your conversion rate.
Wrapping it Up
Lead generation in Facebook is just one of the latest trends that every marketer should know and leverage for maximum results. If you are not yet incorporating this into your strategy, then you are missing out on a wealth of opportunities.