In this article, we’ll explain the steps to drive more High-Quality Leads using Facebook advertising.
Many marketers are aware that Facebook is much more than one more social platform. It’s a vital tool for businesses of all sizes and sectors.
With a daily active user base of 1.8 billion ( 98.3 percent, (or 1.73 billion of them only mobile users), you know that Facebook will enable you to reach new audiences you would otherwise be unable to get.
Facebook can help you to be discovered much more quickly when you search for your business, as well as help you build communities around your company as well as promote the content you publish, and create a powerful brand image.
What is a Facebook lead?
A lead is an individual who has shown interest in the business’s products or services by providing your company with their details in a certain manner. Tips can express their interest in many ways, such as by filling in a form to download an eBook, asking for a demo, or completing an online questionnaire.
In reality, liking an update on a status, a photo, or a video posted on your Facebook page won’t make someone a lead on Facebook. It does not show the interest of your company or product/services. It’s possible they liked the post due to its adorable puppies.
Below, we’ll look at the two types of leads you can get via Facebook and the differences.
The 2 Types of Leads You Can Capture on Facebook Advertising
You can get two kinds of leads through Facebook in two ways: indirect and direct tips.
Direct Leads
Direct Facebook lead is generated through sharing content that directs to a lead form on your site. The visitors then give information to receive an offer, whether it’s an ebook or coupon, infographic, or some other kind of content. The form is usually found on the website specifically for that particular offer.
Indirect Leads
Indirect leads can be generated by using Facebook in the conversion process. For example, if, for instance, you publish a blog post that has a Call-to-action to a landing page that appears at the end of the article, your first Facebook post indirectly directs people to that landing page.
While direct promotion of landing pages can be immediate gratification for leads, providing pertinent content not accompanied by a form can make your Facebook page a more welcoming home for content your intended users will be drawn back to time and time again.
12 Tips to improve Facebook Advertising Lead Quality
You can tailor your message to the individuals you’re trying to reach.
Lead ads are made to get people to take action right away. An ad must grab attention and tell a compelling tale to prompt immediate action.
The story must be specific to the stage that the person viewing the ad is in their customer’s journey, whether they’re new to your company, have already expressed an interest, or are a regular customer. When creating the lead advertisement, please make sure you think about who you’re looking for and what you want them to accomplish.
For example, suppose you are targeting new people to your business who may not have had the opportunity to meet your brand before. In that case, your advertising should pique their curiosity and motivate them to fill out their details.
When you’re targeting those who have expressed interest in your business or are already clients, the message must motivate them to improve their involvement or spending with your company.
The ability to adapt the message of your lead ad according to the various stages that people are at on the journey to becoming a customer will allow you to make your ads more relevant and, in turn, help you achieve your business objectives.
Establish priorities
Set specific goals and priorities can help you develop the strategy for your lead advertising and result in more profitable results for your company.
Are you more concerned with your business receiving as many leads as you can and at the least cost per lead as opposed to being more important for your business to obtain the best quality leads with the understanding that sacrifices in lead quality and quantity will be inevitable?
If you’re looking to get the most high-quality leads, consider including an introduction to give more context to the potential leads and ensure that each lead has made an informed choice to provide their details to your company.
If you’re trying to generate the most leads, you must ensure your target is broad to maximize your reach. Also, let Facebook maximize how you promote your ads to generate maximum leads at the least cost.
Retarget existing customers
Lead ads also let in remarketing your company to customers who are already customers or to those in the process of purchasing. You can design a customized market for lead advertisements.
They will target those who have visited your site to collect their details and inform them about your offerings to motivate them to purchase.
You can also use lead ads to entice your existing clients to upgrade their services or enhance their involvement with your company.
Utilize information from offline conversions to create more leads that are valuable
The offline conversions feature of Facebook uses data on the customers who come to your store or contact your company over the phone to carry on conversations online and broaden your reach to people who are similar to them. In addition, offline conversions can assist you in developing even more effective lead ads by targeting prospective customers who have similarities to your current customers.
Verify leads before sending them to your CRM.
There’s nothing more annoying in the sales world than receiving leads for Mickey Mouse!
If you can sync Facebook leads with your CRM through Driftrock, You can also utilize the lead verification and cleanse to filter out leads that are not valid before they are sent to your CRM.
Refine your ad copy
The primary purpose of your advert’s copy is to get viewers to be intrigued and click through. The advertisement itself is the first point of contact. Some improvements can be made during this point in your funnel to make sure high-quality leads are created.
It’s all about finding the right balance between not delaying important leads and hindering Facebook customers from clicking on the page because of curiosity. For instance, you can use an action call relevant to the contact form, such as “Book Now” for a trial drive and “Download” for a PDF guide. “Learn More” might get more clicks. However, the quality could decline.
Offer a true value exchange.
Along with describing what the viewer is likely to get in your ad, Make sure to offer an unambiguous value exchange.
Contact details must be treated the same way as soliciting money from someone to purchase the item. So what do you expect as a reward?
In the case of Facebook Lead ads, users must understand what they’re signing up for and what they’ll get in exchange for giving their data. So be sure the title of your ad and the copy, creative, and call to action buttons are clear about the offer’s benefits and indicate what’s next.
Include a variety of choices in your lead forms.
You can sort out prospects who aren’t ready for your product at present but maybe soon offer them two different versions of your offer.
For instance, fields on forms like “I’d like a quote” and “I’m just looking for more info” give an insight into where they’re at in their lifecycle.
This allows you to easily sort leads who would be interested in using your products quickly and create an inventory of tips that may require further care.
You can take it one step further by using Driftrock and routing prospects to your database for marketing vs. your Sales CRM according to the response.
Think about the lifecycle of the customer stage
Consider the complete purchasing journey when planning the Facebook strategy. Contrary to search marketing, with social ads, not every person within your target audience searches for your products or services throughout the day.
Therefore, it is crucial to know the best way to trigger actions and drive your Facebook leads to the next phase of their purchasing journey.
Although there are certainly many things one can accomplish to increase the quality of leads you create, There are a few ways to ensure that current tips you’ve got are well-cared for, making them more likely to turn into paying customers.
Based on our research, we have found that a person who has seen a video from a brand first and then completed the form again converts better in the long run than an unqualified lead.
This is possible with viewers of Facebook’s Video View and Engagement and using them to retarget them using Facebook Lead ads.
Follow up on leads promptly.
If you follow up on leads you have posted on Facebook; when you do not follow up, you will lose. Studies show that 30% to 40 percent of sales are made to the business that is the one to respond initially.
A Lead Response Management study revealed that your odds of securing deals are 100 times better when you follow up within the first five minutes, compared to the initial 30 minutes.
If you aren’t looking to miss out on fantastic opportunities, make sure your sales staff is instantly informed whenever the Facebook lead is created, or they can locate the contact information for the tips you have when a lead request is submitted.
Automatic integration between your lead generation channels and your CRM system is the most efficient way to ensure that the follow-up with sales is as swift as possible.
Monitor sales and convert them to offline
How did we get all these tricks and tips? Through experiments and analyzing the effects of conversions downstream!
A lead of high quality is most likely to turn into paying customers. Therefore, the only way to optimize your lead-generation campaigns is to gauge the proportion at which your charges are converted into customers who pay.
For many industries like retail and automotive, the purchase process is driven by multiple channels, but they are also conducted offline. Integrating offline sources like CRM or call center redemptions to your online marketing campaigns lets you keep track of every lead you make until sales are not online. The data you collect will allow you to optimize your lead generation campaigns about actual sales.
Conclusion
The generation of leads is the core of any business that is focused on customer service. Because of Facebook, you can create quality leads using the Facebook Lead Ads tool. In addition, you can use features such as Lookalike and value-based audiences to filter off low-quality groups and target customers similar to your valuable customers.
With the ability to connect leads from Facebook with your existing CRM system, you can swiftly follow up with leads, even before they turn cold. This can help gain more long-term clients ready to engage with you regularly.
FAQ on How to Increase Quality Leads through Facebook Advertising
What kind of advertisement on Facebook is most effective in making leads?
Lead generation advertisements are typically more effective at generating leads than traditional ads redirecting your visitors to a landing page.
How can you create higher-quality leads?
Develop lead generation programs using the input of your sales team. Incorporate information from sales about the companies you want to target and contacts. Be sure to qualify ALL prospects against the ULD thoroughly, and then send only leads with a valid qualification to the sales staff. Finally, utilize effective lead management strategies.
How efficient is it? Does Facebook advertising lead pages?
Facebook Lead Ads are an efficient platform since it supports native conversions, so your users can convert directly within the application. Within this area, you’ll pick the form’s format, copy, and design you want to use for the form. The fields on the form are customizable to allow you to collect the required data.
How can leads be used on Facebook?
Lead ads let advertisers get information directly from prospects through mobile advertisements. Instead of sending visitors to a page on which users manually fill out an application and click submit, they click on the ad, their data (name and email) is already filled in, and then they click submit. The entire Facebook platform