Facebook ads have progressed over time to help businesses increase their ability to generate leads. The latest addition to their ads are the Facebook lead ads that let businesses directly tap into Facebook’s vast network to generate leads.
As businesses start to ask how they can get a bigger return from social media, options like Facebook lead ads are an important part of the equation.
Why Are Facebook Leads Important?
While it is still a new program, Facebook lead ads allow users to connect with businesses through Facebook forms that deliver customer information without users even having to leave Facebook.
In fact, most of your leads can come straight from mobile ads. Since Facebook had 1.74 billion active mobile users in February, this is a perfect fit for the next generation of mobile marketing.
Furthermore, since Facebook already has their information, the Facebook forms auto-populate the contact information so you can grow a list based on real information. While users can change their information before clicking submit, it vastly improves the lead collection process for businesses. This is what allows it to bring your sales funnel together in one place, leading to faster results for your business.
How Does It Work?
Step 1: Creating a lead ad starts with selecting it as your campaign objective. Just like you would select a campaign to drive traffic to your page or increase the number of fans of your page, you can now run a campaign for lead generation.
Step 2: Set up your Facebook ad campaign like you normally would by going through the audience, placement, page, and budget options. The big difference is that when you complete the Facebook ad process, you also create a Facebook lead form. The lead form looks like a landing page form you would see on any squeeze page.
Note: If you do not have a Facebook Pixel set up on your website, you should consider doing so. Just like how multi-product ads work best with people who have visited your website, so too do Facebook lead ads work even better when you present them to people who are familiar with your website and brand.
Step 3: The final step is to respond to the leads who contact you. Fortunately, Facebook has been working with several third-party vendors to help you automate and sync this process with your current inbound marketing and sales channels.
Follow up is vital for a number of reasons, the obvious one being that you cannot grow your business if you do not follow up with leads. It is not enough to collect someone’s information; you must also market to them as well.
However, speed is also a factor. We all know by now that the Internet moves quickly. Having an automated drip campaign of emails that keeps customers’ attention can dramatically increase your ability to pique their interest in your services.
That is why Facebook works with many CRM and email providers to automate your systems. These social networks include:
- Salesforce Marketing Cloud
- Oracle Eloqua
- Constant Contact
- Clever Reach
- Oracle Responsys
If you do not see your email or CRM provider here, you can also automate the process through Zapier. They provide automation services to connect platforms across social media, email, websites, RSS feeds, API integrations, and a host of other sites.
If you are looking for ways to turn your social media audience into conversions, then you should consider using Facebook lead ads as part of your marketing mix. They provide a great opportunity for companies that are looking to generate revenue.
The key is to set up the leads for long-term value. Do NOT expect to start advertising with Facebook leads and be rich by noon. Instead, you need to take a longer-term approach with these ads.
They are great for generating interest from leads. Then you can send those leads further into your sales funnel to learn more about your business. By continuously educating them about your services and their value, customers will come back to you when they are ready.
If you want to learn more about Facebook lead ads, feel free to contact us for a complimentary session where we can explore how you can use Facebook lead ads for your business.