Look, if you’re a Facebook user, you’re no stranger to seeing Facebook ads on your newsfeed.
In fact, the whole concept of using Facebook ads to generate more leads and brand awareness might sound simple enough to you.
That being said, perhaps there’s something you haven’t yet leveraged: Facebook leads ads.
Facebook leads ads provides business owners and marketers the ability to collect customer data directly from Facebook rather than by redirecting them to an external landing page.
In today’s discussion, I’m going to walk you through exactly how to leverage Facebook lead ads. From setting up your first Facebook lead ads to making sure those leads convert to customers.
I want you to be able to walk away saying you learned how to automate your lead nurturing process.
So without further ado, let’s get started.
First Of All, What Are Facebook Lead Ads?
Before we dive in head first, let’s clarify what Facebook lead ads are.
Simply put, Facebook lead ads enables business owners to drive higher lead conversions because the lead form is embedded right in the Facebook ad itself.
So whether you’re looking to collect names, names, or size of companies, no lead will ever have to leave Facebook to input information. And if you really want, you can even ask more extensive questions like, “what is your purchasing timeline?”
Many businesses currently use Facebook lead ads to garner more sign-ups for their mailing list, offer lead magnets (ebooks, webinars etc.) and even offer free trials to their products.
Here’s a quick look at what a Facebook lead ad might look like in action:
As you can see, the key element of Facebook lead ads is that they allow Facebook users to engage with your ads without the hassle of leaving Facebook.
Common Use Cases For Facebook Lead Ads
Facebook advertising is a huge umbrella for a variety of different types of advertising.
In particular, Facebook lead ads are optimized for specific business use cases.
Here are the top 3 Facebook lead ads use cases I’ve found to be most effective:
- Your business needs higher brand awareness to attract new customers. Facebook lead ads help you filter out different target audiences and present them with different offers. Whether this is lead magnets, discount codes or coupons, Facebook lead ads will collect lead information for you in return.
- Your marketing team has goals to drive inbound leads. This becomes especially important for primarily online businesses that don’t have a physical location. Facebook lead ads help marketing collect names, email and other crucial information that will help sales qualify leads.
- Your sales team needs qualified leads to close the buying cycle. Facebook lead ads allow businesses to ask qualifying questions that shorten the buying cycle. For example, “what other competitors are you currently considering?”
If you’re still not convinced, don’t just take my word for it.
Here’s what René Fielder, Marketing Director of Sona Med Spa has to say about her experience with Facebook lead ads:
“[Facebook lead ads] has taken our customer acquisition efforts on Facebook to the next level. Lead adverts have driven robust volume while maintaining exceptionally low acquisition costs – up to 50% less than comparable advertising platforms. We are incredibly excited to continue scaling with this product.”
How To Build Your First Facebook Lead Ad Campaign
The first step to creating any successful campaign is answering the question, “what can I offer to my target audience that will peak their interest?”
It’s simple. You cannot approach building a lead campaign with what you can take from your potential customers first. You must first offer something of value in return for their email or other personal information.
Let me give you an example of what that might look like.
Say your marketing team creates the highest converting ebooks, you might want to use it as part of your Facebook lead ad as follows:
Sounds simple enough right?
On the other hand, your sales team might instead offer free trials or limited time offers to get lead information.
Now that you’ve decided on the key offer of your Facebook lead ad campaign, what’s next?
I’m going to walk you through the steps to creating the actual campaign using Facebook lead ads:
Open up “Create Campaign” and select your desired ad objective
Next, create a Facebook ad as you normally would. If you’re unfamiliar with how to create a generic Facebook ad, check out this article.
Once you’ve created your Facebook ad, Facebook lead ads will prompt you to create a new lead form.
Simply select “Create New Form” and add fields with the types of information you would like to collect form your Facebook leads.
Your Facebook lead form should have “Name” and “Email” fields at the very minimal. The reason behind it is clear, you won’t be able to nurture leads without an easy way to contact them again.
With every industry, there will be additional lead information that would be useful to collect. Consider these sales qualifying factors from your customer personas prior to creating this form.
Take this lead form as an opportunity to learn more about the Facebook users that take interest in your brand and product by asking custom questions in addition to generic fields:
Finally, add your website to the Facebook lead ad in order to drive traffic back to your business.
Finally, before your Facebook lead ad goes live, you’ll have one more opportunity to review and preview it.
All ready? Go ahead and launch your first Facebook lead ad campaign!
Final Thoughts
At the end of the day, Facebook lead ads provide businesses with a new platform to potentially shorten the lead generation process and therefore, buying cycle in the long run.
Now that I’ve shared with you how to get started on your first Facebook lead ads campaign, it’s time for you to try it out yourself.
Once you’ve found a campaign that works, you can easily close it and start automating your lead nurturing process.
Have you explored Facebook lead ads before? If so, what have been some of your successes and challenges? Let me know in the comments!
[Main Photo by ELEVATE from Pexels]
Anthony Bergs is a project manager at Writers Per Hour. He always keeps an eye on the marketing sector to implement the best innovations into the strategies that he builds. He’s always open for new connections and partnerships.