Advertising on social media is becoming more detailed by the day. Whereas in times gone by you could perhaps target your ads at a rough demographic of people, nowadays Facebook Ads can be hyper-targeted at very specific subsets of people. For example - did you know that you’re now able to target ads at people who Facebook deems to be merely intending to travel in the near future? As a social media manager in Barcelona I find I’m getting get more and more enquiries from people on how to use Facebook Ads effectively, and in particular generating more leads.
Social media has really upped its game in lead generation. There are now several different ways to try and generate leads through paid ads, so here’s a summary of the best methods that I’ve come across.
Landing Page Clicks
This is the original option that advertisers would have had to try and win some new customers online. It’s pretty simple really - the Facebook ad leads directly to a landing page on your website encouraging the customer to leave their details or make a purchase. This relies upon you having an effective and persuasive landing page on your website, so it could be more time-consuming than the other options, but if you’re confident in the UX of your website and want to keep all leads coming into the same place, this simple option is the one for you.
How do I do it? You should make sure your Campaign objective is ‘Landing Page Views’, as Facebook will optimise it to ensure maximum clicks.
Blog Post CTA
If you’re going for a less sales-y approach, you could try promoting an informative blog post on social media and attach a call-to-action at the bottom to try and encourage sign-ups or purchases. This will likely generate a lot more traffic to your website than a traditional landing page would, but the conversion rate will be a lot lower. Still, with an effective call-to-action that is relevant to the theme of the blog post you can get some good success using this method.
How do I do it? Use ‘Link Clicks’ as your campaign objective and promote the post as normal, including a short, snappy CTA at the bottom of the blog post you will be showing to people.
Facebook has been pushing automated responses in the last year or so, meaning that - in most cases - people contacting your page will get some sort of answer until a human arrives. They’ve also introduced an option within the advertising platform to encourage sending messages through Facebook, and so combining the two could be an effective way of generating leads for your business. It’s extremely easy to set up and as easy as pie for the customer to start a conversation with you, but you’ll have to ensure you’re active on Facebook and organised enough to follow up on leads when they arrive through an alternative platform to to normal.
How do I do it? The Facebook Ads Manager now has a campaign objective called ‘Messages’ which you can use to encourage people to message your page at the click of a button. Try combining your automated chat bot with Facebook’s Instant Replies for a more human-like chat experience for users.
Lead Generation Within Facebook
This option encompasses Facebook’s ‘Lead Generation’ campaign objective, and although it can be highly effective there are a few drawbacks to consider. It’s great because when people click the form to leave their details it is often already filled out with information pulled from their Facebook profile, saving some valuable clicks for people. They also don’t have to leave the platform to get in touch with you, which is an added bonus. However, I would say the main drawback is the finnicky way of extracting the leads once you have them. Unless you connect a CRM directly to Facebook you’re forced to manually export a spreadsheet with your customers’ details, which can be time-consuming and ineffective if you need to follow up on leads quickly. So this may be better suited to, for example mailing list sign-ups, where you don’t necessarily have to get in touch with the person straight away but still want an easy way for people to leave their contact details.
How do I do it? Use the ‘Lead Generation’ campaign objective, and remember to make your form as simple as possible to fill out! Names and email addresses are inputted automatically, so anything beyond that is a bind for the person filling out the form.