Facebook lead generation campaigns have been around for a while, and more people who advertise on Facebook are turning to utilize this tactic as a go-to strategy for customer acquisition. Facebook lead campaigns are a strategy that utilizes the use of a lead form to collect user information within the Facebook app (in-app experience). This is different from a conversion campaign where an advertiser creates a campaign journey to a landing page and optimizes the campaign for form submissions (that is, leads).
So what are some of the best practices for creating a successful in-app lead generation campaign on Facebook?
Ensure you go beyond collecting an email address, and collect a contact number (phone number)
This allows for the option to directly connect to your potential customer, through a phone call or SMS, with additional incentives or information about your business or services. In addition, it is far more likely for a potential customer to convert into a customer through direct contact with a call/SMS versus an email.
Follow up with your leads as quickly as you can
Once a lead is generated, following up with your lead as soon as possible gives you a higher probability of converting the lead into a customer. Connecting to your lead within the first 24 hours is recommended; while the lead is still hot, you may be able to answer specific questions they may have with regards to your business or services. Your main objective here is to qualify and push your lead to the next stage within your funnel, as quickly as you can.
Reduce any sort of friction that may slow down the speed of acquisition.
Ensure your campaign has an easy visitor journey. Use a low barrier to entry offer rather than create a journey where a potential customer has to do a lot before converting into a lead. In other words, make it easy for visitors to learn about your service without any major time or monetary commitment. For instance, a campaign for a service that offers a; free consultation to every lead is a great way of creating an incentive for visitors to sign up.
Target LAL based on people who’ve submitted a lead form
Once you’ve generated enough leads for your campaigns, create a Lookalike audience based on the results of the current campaign. This allows you the option to reduce your overall cost of acquiring leads.
Retarget your custom audience
Another great way to continue driving down your cost of acquisition is to retarget your custom audience, focusing on getting to visitors who haven’t yet signed up. Since you have no visibility into why a user who saw your ad didn’t sign up, it’s best to re-show your ad to them. Sometimes people get distracted or were not in the market for your service at the time of seeing your ad in the past.
Integrate your CRM into Facebook (if you use one), to speed up follow-up time
This option is only applicable if you use a CRM. As mentioned in #2, where discussing reducing your conversion cycle/time to acquire customers, integrating your CRM will allow you to automate the process of knowing when you get a lead and contacting them within the required time.
Looking for the right digital marketing?
These are some of the best practices to implement when creating Facebook Lead Generation campaigns, amongst others. If you’re looking to scale your business using some of the best digital marketing techniques, don’t hesitate on reaching out to us. We’re a one-stop shop for everything digital marketing and will be excited to assist on your journey to building a profitable business.