Facebook lead ads are a great way to generate leads to build your sales funnel. In this article, we will take a deeper look into what exactly they are, how they work, and why they should be a part of your digital marketing strategy and lead generation efforts.
WHAT ARE FACEBOOK Lead Ads?
Facebook lead ads were rolled out in mid-2015, as a more efficient way for marketers to run lead generation campaigns on Facebook. Lead ads allow Facebook users to express interest in a particular business offering by filling out a form, which then allows the business to contact them. By nature, the majority of lead generation campaigns require potential leads to fill out forms with personal contact information such as name, phone, email, address and so on.
However, people dislike filling out forms, especially lengthy ones that require lots of information upfront. Think about a form on a mobile device, would you take the time to fill in more than 3 fields? I bet you wouldn't. Facebook lead ads help make the signup process significantly easier for mobile users, by automatically filling in the form fields that users have already submitted to Facebook, such as email addresses and other contact information.
Simplifying Your Lead Generation Efforts
Not only do lead ads make it easier for mobile users to sign up for offers and other products and services, they also make it easier for advertisers to collect information. A traditional lead generation campaign often will send a visitor to a landing page, where they then will be prompted to fill out and submit a form to gather the information. Lead ads simplify the process by keeping it all in one place.
There are fewer clicks and steps to complete the action which helps the overall user experience. The user never even leaves the Facebook platform, so they can continue to scroll through their news feed for other interesting offers, news, events and more. With lead ads, you can more easily gather information from potential customers who are interested in your products or services, without requiring them to actually visit your website. While one or two fewer clicks may seem insignificant, they could actually mean the difference between a lead converting and walking away from your ad.
4 WAYS USING FACEBOOK LEAD ADS CAN Build Your Sales Funnel
The benefits of Facebook lead ads don’t stop there. It’s also considerably cheaper to generate leads with Facebook lead ads. You can choose your targeting options and customize your lead forms to match your business needs, which is an easier and affordable way to build your sales funnel with quality leads. The information gathered can also be used to create Custom and Lookalike Audiences, for the purposes of finding new leads who share similar interests with those who have already filled out a lead ad form.
Here are a few examples of ways to use Facebook lead ads to build your sales funnel:
1. Newsletter Subscription Ads
Newsletter subscription ads are a great tool for acquiring new customers and keeping existing customers informed. They are valuable because it gives you the opportunity to share knowledge and information (a recent update/blog) with the user before asking for their information. By adding a "Subscribe" button, you simply are inviting potential customers to sign up for information like you've already provided. Bonus: Including a form field asking what the user’s product interest level is can help you separate your leads within your funnel.
2. Ecommerce Advertising
Retail stores and ecommerce businesses can easily offer discounts, coupons, specials, and other offers without having to clutter their website or send email blasts. Instead, targeted Facebook users can fill out the lead form right on Facebook, and regardless of whether they use the offer, you can still keep the information for your marketing funnel.
3. Auto Industry Advertising
It has become increasing more important for auto dealers to become authorities in the industry. Facebook lead ads can help dealerships relay new model information or offer deals on maintenance to existing customers, or obtain lead information from customers who schedule a test drive appointment.
4. Interest Level Forms
Start-up businesses or other professional/consulting services companies can use lead ads to simply find out if there is a market for their services in a certain geographic location, or using other targeting methods. Depending on how you customize your lead forms, you can organize potential customers in a variety of ways, and narrow down your target audience further.
Asking The Right Questions
Facebook lead ads can be a great marketing tactic to try. Unsure who your target audience is, or what they are they’re interested in? Facebook can be a great place to ask! The answers will help you to learn more about your potential customers, and to ultimately build a better sales funnel. Keep your forms short and you'll start seeing more leads in the sales pipeline.Interested in Facebook lead advertising? CommonPlaces Interactive can help. Contact us to find out how we can build your sales pipeline with Facebook lead ads.