For small business owners, Facebook represents an opportunity to broaden your reach. But you can’t always do it organically. That’s why Facebook lead ads should become an important part of your lead generation strategy.
You know that the internet has become crucial to increasing sales. That’s why you’re looking for online lead generation techniques that will help you along.
Many small business owners decide to use Facebook to generate new leads. On the surface, it’s a sound strategy. Over a billion people use the social network, which is a huge potential audience.
But it also presents a problem. Your reach on Facebook has limits. The posts that you create reach a good amount of people, but they could always do more.
This leads to a simple question – do Facebook ads work for small businesses?
The answer is “yes”… as long as you use them correctly.
Facebook lead ads have emerged as one of the leading digital lead generation techniques of recent times. We’re going to explain what they are and how to use them to best effect. But first, let’s look at a case study.
Case Study – CUB Club
The CUB Club has a lofty goal. A private business club, it aims to connect business leaders from all corners of Australia. Founded in Sydney, the company recently opened a new office in Melbourne.
Of course, the company also wanted to get the word out about this new office. They needed something more than regular Facebook ads, so they came to us for their new lead generation strategy.
We introduced them to the idea of Facebook lead ads. With these ads, they could turn their ads from this:
Note the key difference here. With Facebook Lead ads, CUB doesn’t just make people aware of their company. They also provide them with a means to get in touch right then and there.
With the technique explained, we moved on to the nuts and bolts of the lead generation strategy. Having a Facebook lead ad doesn’t mean much if it targets the wrong people. We had to ensure the ad got in front of the right eyes at the right time.
That led us to Lookalike audiences. This clever Facebook tool allows us to use the information CUB has about its current customers to target new people. The key here is that the new customers share similar interests and profiles to existing members. Hence, they’re Lookalikes.
Without going into the details too much, it looks a little like this:
This formed the basis of our Facebook lead ad campaign. So, what were the results?
Over the course of 30 days, the campaign delivered 298 fresh leads to CUB Club. It also did so at a cost of just $8 per lead. All told, the entire campaign delivered an 11x return on the initial investment:
This is the power of Facebook Lead ads. Now, let’s take a look at them in more detail.
What are Facebook Lead Ads?
Also referred to as Facebook lead forms, Facebook lead ads are a form of online lead generation. They aim to make things easy for your potential customers. In many ways, they’re similar to regular Facebook ads. You create ad copy, select the audience you want to appeal to, and assign a budget to the ad.
The key difference comes in how people contact you after seeing the ad.
With traditional Facebook ads, you prompt people to visit your website or Facebook page to get in touch. This is a good lead generation strategy, but it adds too many steps to the process.
With Facebook lead ads, you build a contact form directly into the ad. The viewer doesn’t have to go anywhere else to get in touch with you. They send their details across while staying on the social media platform.
Facebook for small business owners often presents a challenge. You may not have a remarkable website and your Facebook page may not have tons of content. With Facebook lead ads, your potential new customers don’t have to see any of that. They just see your ad and get in touch immediately.
There are plenty of other benefits that make this a key method for how to boost sales online. They include:
- The form only appears when the viewer clicks the ad. This means it doesn’t clutter their feed and cause the viewer to believe that it’s spam.
- You can connect the ad to your existing Customer Relationship Management (CRM) system. Of course, you can also download your leads directly from your Facebook account.
- You have complete control over the questions that you ask and the information that you collect.
That covers the basics of Facebook lead ads. Now, here are five tips to help you use them effectively.
Tip #1 – Use Lookalikes
Our first tip is something that we used as part of our work with CUB Club. Lookalikes gives you a ready-made batch of potential customers. Better yet, these customers match the demographic and profile that you have for your existing customers.
Lookalikes takes a lot of the guesswork out of your online lead generation strategy. Instead of targeting a general area, you target a specific niche that’s already proven receptive to your product.
As an aside, Lookalikes can tell you more about your business. You may discover that your existing ads attract a demographic that you didn’t expect them to. This can lead to you opening up new markets as part of your lead generation strategy.
Tip #2 – Tell the User
A form that just pops up with no warning presents some risks. Users may not trust them straight away. At worst, the user may get so turned off that they tell Facebook to not show ads from your company again.
That’s obviously a situation that you must avoid to run a successful online lead generation campaign.
The best solution here is to let users know what clicking on the ad will do. Tell them that it will open up a form in Facebook and they’ll know exactly what to expect.
This is important when targeting audiences that have become accustomed to Facebook ads taking them to websites. Seeing a form pop up can scare them into thinking the ad isn’t legitimate. A little extra information goes a long way towards holding the customer’s attention.
Tip #3 – Remember that Copy Still Matters
Don’t assume that you can spend less time on your copy because of the nature of these ads. While they make contacting you more convenient, you still need the ad to capture the viewer’s attention. Otherwise, your new lead generation techniques won’t provide any results.
With Facebook lead ads, your copy falls into three categories:
- Ad Copy
- Form Copy
For the image, use something that engages the senses without losing your business’ message. It’s all about consistency. An ad featuring a group of people sat around a conference desk works well for business clients. But it won’t do the job if you’re advertising a leisure product. Think about how the image reflects upon the rest of the copy, as well as your product or service.
The ad copy is the information that the viewer sees before they click the ad. Don’t get too wordy here. A line or two that tells the user what you do and how they benefit should suffice. Moreover, don’t get too salesy with this copy. Overuse of caps and exclamation marks may catch the attention. But they also lead to people assuming the ad is nothing but spam.
Finally, the form copy shouldn’t ask for anything too complex. Avoid asking for things like bank details or similar sensitive information. Remember that this is a lead generation strategy. All of that comes once you’ve made contact with the customer. Instead, focus your ad copy on the details that you really need in order to learn about and make contact with the viewer.
Tip #4 – Keep the Form Simple
This ties into the above tip, but it’s also a tried and true tip for online lead generation.
The longer your forms are, the less likely somebody is to complete it. This is especially the case with Facebook lead ads. You’ve caught the user’s attention with a picture and a line of copy. Having a long form after that leads to them questioning what they actually know about your business.
Keep the form short and sweet. Don’t collect extraneous data and you’ll find that fewer people abandon the form.
Tip #5 – Don’t Let the Lead Stagnate
When somebody contacts you via a Facebook lead ad, they’re showing a direct interest in your service. They’re a hot lead. But the longer you wait, the more likely their interest is to cool.
Don’t allow that to happen. Consider sending a standard “welcome” email to anybody who enters their details into the form. This serves two purposes. Firstly, it provides the lead with information about how you’re going to get in touch. This allows them to prepare. Secondly, it increases the lead’s confidence in you. After all, sending your details to a company through a Facebook form is still a relatively new concept. A quick response reassures the lead and keeps interest high.
Try to follow up on the lead within 24 hours. Hooking your ad up to your CRM can allow you to see live data so you can contact the lead immediately. Whatever you do, don’t make somebody wait too long after they’ve sent over their information.
The Final Word
Though they’ve existed for several years, Facebook lead ads are not as common as you might think. As a result, you get an advantage over your competition when you use this lead generation strategy.
But you have to do it the right way. The tips in this article, coupled with our case study, show you how to use Facebook lead ads properly. Follow this advice and you’ll achieve a healthy return on your investment.
Of course, there are plenty of other ways to use social media to the benefit of your business. To find out more, we recommend doing the following:
- Read our blog to discover more useful techniques.
- Talk to one of the Growth Marketing digital marketing team.
- Take part in our free social media growth strategy session.