Leads... the favourite word of every salesperson or marketer!
Because there are plenty of fish in the sea. But what if all you had to do was cast the line into the water - and they came swimming on their own? Or to put it another way: imagine if your customers actually came pouring into your business, and maybe even on a daily basis!
It almost sounds like wishful thinking - but not with Facebook lead ads. Just ask Webamp's client Saxil Cycles, who received almost 400% more newsletter sign-ups in the run-up to Black Friday 2020 than the previous year. Of course, because of lead generation via Facebook.
If you'd also like to get leads for your sales reps or fill up your newsletter sign-ups, you've come to the right place. In this blog post, you'll learn how to start collecting leads through Facebook advertising.
A lead is the information that a potential customer has given you permission to collect - for example, name, email, phone number, company, etc.
You may want to generate leads on potential customers who want to be contacted by your salespeople. Maybe you want to collect leads for your newsletter for future sales. Or maybe you want to get sign-ups for your next webinar or event?
In other words, leads can be used in all parts of the customer journey.
Whatever your strategy, collecting data from potential customers will be extremely valuable, as the customer has already expressed some interest in your service or products.
There are countless tools for lead generation. So why choose Facebook lead ads? Simply because the numbers speak for themselves.
That all sounds fantastic. But how do you get started?
Lay out a strategy
Before you start, it's important to have a clear strategy about what the purpose of your lead collection is.
For example, if the goal is more newsletter sign-ups, consider a strategy that will get your audience to provide their information. For example, they could get 10% off their next purchase or access to special offers during a holiday. It could also be that they receive an e-book or guide.
Either way, it's important to always put yourself in your target audience's shoes and think about the value you can create for them. After all, no one wants to just share their data without getting something in return. You have to perform to enjoy.
Create lead campaign
Once you have your strategy in place, you are ready to set up your first lead campaign. In your ad manager, create a new campaign and select 'Lead generation' as the campaign objective.
Create lead form
When you get to the ad, create your lead form. The lead form is the one that pops up when the target audience clicks on your campaign.
You choose what information you want to ask your audience to fill in. We will come back to your strategy. If the aim is to get your audience to sign up to your newsletter, you won't need more than a name and email.
However, if your strategy is to generate qualified leads for your sales department, you should consider multiple fields - for example, phone number and company.
Remember that the fewer fields your form contains, the more likely your target audience is to fill it in. So make sure you only have the most important fields if your aim is to get lots of leads.
REMEMBER to clarifywhat the target group is signing up for and what they will get out of it.
Now your campaign is ready to collect a lot of leads for your business. But before you hit the start button, you want to make sure your leads are automatically sent to your chosen CRM system, for example your newsletter.
Connect to a CRM system
Associate a CRM system
*Note that you must be an administrator of the Facebook page and have lead access permissions in order to associate a CRM system.
You'll probably be asked to use integration tools like Zapier or Leadbridge, depending on which CRM system you want to use.
If you want to be absolutely sure that the integration is set up correctly, you can test it via Facebook's own testing tool.
Download leads directly in facebook
You also have the option to retrieve your leads manually in Facebook.
Once your audience has given you their information, it is important that you follow up as soon as possible. For example, if they are expecting an e-book or a discount code, it is important that this is done immediately.
Otherwise, you risk not meeting your customers' expectations - and your hot leads will cool down as quickly as you warmed them up.
The same applies if it's a lead to a sales department, where it's important to contact the potential customer while you're still top-of-mind.
Have fun with your lead campaigns!
Does it seem overwhelming to dive into lead generation with Facebook Ads? Don't worry - there's no need to resort to cold canvas or lose heart. Because I'm here at Webamp to help you get started on the path to generating red-hot leads.
Contact Webamp today - and we'll get you and your business ready.
Whether you're a marketing generalist or specialist, our SoMe specialists have put together some great advice for you on our blog.
Learn more about social ads in Webamp Academy.