We’ve all heard of Facebook – that’s a given. The logo is recognised worldwide. You also probably have an account…
Yet what a huge number of us overlook, and miss out on, is the huge marketing potential that this platform that we all spend so much time on has.
If you want to learn about the immense marketing potential offered by this social media giant, and want to know how you can harness it, then we are pleased to tell you that you’re in the right place!
Thanks to a string of sophisticated targeting and ad features – alongside some pretty savvy marketing tools – Facebook has steadily matured into a powerful selling device for brands in nearly every industry imaginable.
As it stands, Facebook has an astonishing user base of 2.2 billion users.
More than the population of Europe, more than India, more than China. So with all these buying machines scrolling through their feeds every day, why not put your product in front of them?
The power of Facebook advertising is something that cannot be ignored. Thanks to the platform’s impressive algorithms, low costs and ability to draw in extraordinary sales for your brand or business, Facebook is the go-to channel for advertising.
Advertising on Facebook is a particularly effective method for boosting lead generation. This is something I’ll be going into in more detail throughout the article.
In 2017, Statista reported that 98% of Facebook’s revenue was generated through advertising and totalled nearly 40 billion US Dollars.
To give you an all-encompassing understanding of lead generation using Facebook, here are the 4 stages required to successfully generate leads.
- Construct your ad in a way that attracts the attention of the right people.
- Decide on the type of lead generation ad (Facebook lead generation ad or conversion ad) you’ll use.
- Which hooks will you use to entice that all-important, money-making click from your audience? What will you be offering them in exchange for their information?
- How do you get your ads in front of your target audience?
There you have your brief, key points. Now, we’re going to unravel each of them in more detail. By understanding the stages, you’ll have a clearer idea of how to utilise Facebook the right way when it comes to generating those precious leads!
How to create a striking ad that will make heads turn!
This is an essential step, where you’ll need to figure out what appeals to your target audience and use that information to get their attention. The way your graphics, imagery, photography, layout and design all look, especially on mobile, should be your top priority when it comes to reviewing and assessing the effectiveness of your ads.
I want to focus on mobile in particular, as this is an important factor that many marketers and businesses need to prioritise when it comes to promoting and advertising their products.
Think about the context of today. Most of us (and most of your target audience) spend time surfing the net and scrolling through social media in our free time. What’s more – our online browsing generally takes place on mobile devices.
So, it makes absolute sense to create eye-catching ads that stand out on mobile as well as desktop. This applies to all your content, but especially to your ads, which are ultimately designed to captivate and entice your target audience.
The idea of buyer personas works well here. These are fictitious people that you will create, each representing a segment of your target market. You are basically creating ‘templates’ of the people who are most likely to buy your product.
You will then plan out a rough idea of the lifestyle they may lead. This will mean that your marketing is user-focused, living through the eyes of your ideal customer will help you market effectively to your customer base.
The Ad image that will compel and convert.
Simply put, your image has to POP. People scroll for hours through posts and ads all clamouring for attention and a click, it is easy to get lost in this crowd.
It needs to be visually striking with minimal text and play on basic human desires if possible. You need people to stop in their tracks as they pass your ad!
Facebook has a number of different types of ads you can use: video ads, picture ads, carousel ads. Try a combination and test your ads to see what formula works best for your target market.
Relevance is absolutely key during your ad image selection process.
What you don’t want, is an ad image that is unrelated to the product you are selling. Ambiguity is confusing and not a good look. You need to be crystal clear. Try to avoid stock images and be specific to your brand.
Humour can be a useful tool in your ads – depending on your brand obviously. It helps encourage a positive feeling when users come across your ads, which can encourage trust and eventual purchase.
Using pictures of people often catches the eye of the user. It’s part of the reason why platforms such as Facebook and Instagram have so quickly captured the global imagination.
Ad Copy, Create Big Impressions, with Fewer Words
Choose your words carefully. They must complement the image and describe exactly what the user will get in return for a click. Whatever it is, it needs to be succinct, informative, and tempting.
Again, depending on your brand, try and avoid a colour scheme in your ads that will be lost in a Facebook feed.
Don’t forget that you’re competing for the attention of your user! Make sure to significantly enhance your ads and think about how they will look when placed on the Facebook platform.
Keep your personas in mind. Would they want to click? Does your ad appeal to them?
Every. Word. Counts.
Every word used in your ad must be accurate and punchy. Your ad copy must read well and be memorable. They must be suggestive and encourage your viewer to ACT.
Every adjective, noun and verb you use should be thought about properly and weighed up against the many other words out there. It really does make a difference.
Not only this, but your ad copy must complement the image you use and describe exactly what the user will get in return for a click. You’ve got to be clear if you want to generate leads.
Your ad as a whole, both copy and image should enhance one another. The copy should bring out the best in the image, and vice versa.
Using ‘call-to-action’ words can help encourage users to click on your ad, giving them that mental nudge they need to LEARN MORE, SHOP NOW or BOOK A CLASS.
Split testing creatively and consistently.
Split testing involves the creation of a few different Facebook ads, all targeting the same audience, and seeing which one is most effective.
Using the Ads Manager tool, you can easily see which ads resulted in the highest CTR (Clickthrough Rate), and which ones achieved a high conversion rate.
By split testing your ads on Facebook, you’ll be able to confidently track their performance and determine which one yields the best results.
The data you collect when you analyse your campaign results will then help you to inform and improve your future campaigns.
There are many options when it comes to split testing. The Ads Manager platform will allow you to determine objectives, variables, a budget, and analyse how your ads perform as the variables change. Basically, it’s really nifty.
The best advice we can give here, is to remember that split testing is a never-ending process. You want to continually split test images and copy within your ads over time to see which ones drive the most engagement, leads and conversions.
It may be that further down the line you are beginning to attract a new audience – an audience that you weren’t initially aware of! Split testing will help you reveal this information.
You can then mix and match the image that performed the best, against the copy that performed the best.
A clear indicator of a poorly performing ad is a low CTR, people obviously aren’t clicking on your ad. This graph indicates the average clickthrough rates for ads, for each industry.
You can compare your ads performance against these figures in order to see whether they’re being effective, or earning you money.
Of course, the point in a lead magnet is to convert browsing users into potential customers.
Here you can see the average conversion rate is 9.21%, drop below that, and your ad is likely underperforming and you need to change something.
Lead Generation Ads VS. Conversion Ads
There are three types of Facebook ad, a website clicks ad, a website conversion ad and a lead generation ad.
Website Clicks Ads
Website clicks ads are pretty self-explanatory: You create the ad, a user clicks it and gets redirected to the website. Thus, the ad has fulfilled its function.
The Low-Down on Conversion Ads
Conversion ads involve a little more than simply directing the user to your landing page.
It will send your customer to a page where an action is required. By placing a Facebook Pixel on the page or form that you want to track conversions from, you can see whether a customer turns their click into a conversion, be that signing up for emails, completing a purchase etc.
A conversion ad takes the user off Facebook and on to your landing page, where they are presented with the opt-in form, usually requesting an email address. Should they choose to opt-in, you can begin to use them in your email marketing campaign.
Remember, the more information you request, the less likely your potential customers will be to complete the opt-in process.
Once the form is completed, your user will be presented with a thank you page. Once they’ve landed on this page, they can return to Facebook.
Make sure that you are aware of the fact that most users access Facebook via mobile devices, making it a lot slower to complete forms than if they were on desktop. You want to try and mobile optimize any forms. This allows them to be completed in the fastest and most user-friendly way possible.
The Facebook Pixel
The Facebook pixel is a code, copied to pages on your website, that allows you to track visitors.
A Facebook pixel needs to be installed on both the landing page and the ‘Thank you’ page. This is so that you can track the customer journey in precision detail!
Once that’s done, you can track your visitor’s actions. The system will register any completed transactions (for example, when someone makes it through the whole process). You can then see when and where a lead dropped off or was disengaged. If they clicked off after your landing page, then this is a cue that maybe you need to improve your landing page.
How do Lead Generation Ads Work?
Lead generation ads can be created from this stage on your Ads Manager.
They differ from conversion ads by not taking the user off Facebook.
Rather, when a lead ad is clicked, you’re not taken to a landing page, but a Facebook friendly popup form is presented to you.
“Lead ad forms are prepopulated with information which they’ve already shared with Facebook such as email addresses and phone numbers.”
This makes the process much faster and user-friendly, encouraging people to complete the form and sign up for further interaction with your business.
Of course, users can also edit their info before submitting the form.
These forms are customisable so any additional information you need, can be requested. As mentioned earlier, longer forms are less likely to be completed. Once the user submits the form, the information it contains is sent into the Publishing Tools Section on your Facebook Page.
“…advertisers are not allowed to sell or share this information with any other party.”
The benefits of lead generation ads are:
- At no point is the user directed off Facebook.
- Contact forms are included in your ad. So, when people click, they’re prompted to fill out a brief form.
- Often, the only action required is clicking the “Submit” button.
- You’re easily able to customize the questions in your lead ad, to tailor it effectively to your business.
Don’t forget that when you download your leads from Facebook, these leads can then be used in email campaigns or added to your newsletter subscriptions.
But don’t take my word for it, check out a working example of effective lead generation ad use below:
Facebook Lead Ad Success Story!
Renault UK used Facebook lead generation ads to great effect to drive sales of its KADJAR SUV. The cost per lead was 7.9 times lower than conversion ads, which directed visitors to a lead form on Renault’s website.
Their CTA on the ad was to find a dealership and book a test drive. The ease with which people could do this, combined with the smooth, user-friendly experience, resulted in the success of their ad campaign.
This is one of many Facebook success stories where a lead generation ad campaign generated some pretty impressive results that we can all learn from for our own businesses.
Powerful Ad strategies to attract leads
When attracting leads with your ad, lead magnets are the way to go. You’re promising something the user wants, enticing them in with deals and offers in exchange for their contact information. You’ll typically request just a name and email, or possibly a name and phone number.
Your lead magnets should be specific to the person you want to attract, you need to pull them out of the general crowd to nurture a loyal customer.
“Your lead magnets MUST be specific.”
This part is key. If you’re offering something that’s too generic, you’ll attract all sorts of visitors, only to lose them after they’ve received whatever it is you’ve promised.
Choose carefully here, so that you attract the right person – someone you can nurture a long-term relationship with – someone who is likely to convert into a paying customer in future.
There are many things you can offer your users, but what is unequivocally true is that the word FREE has a proven track record when it comes to getting a user’s name and email.
Keep your lead magnets simple. You just need to present what you’re offering, and what they need to provide you in return. If your lead magnet is eye-catching, and you’re specific with what you offer, you’ll quickly build a good portfolio of potential leads.
The aim is for your audience to enjoy this free content so much that they will be willing to pay a price for more. It’s a win-win situation.
You’ll also want to make sure that the content within your lead magnet can be consumed quickly so that it doesn’t create a block in your sales funnel. For example, a lengthy e-book may delay your prospect’s next step.
How to get your ads in front of the right target audience
Facebook has a powerful audience targeting tools. Honestly, we are not exaggerating when we say that Facebook has an undeniably sophisticated advertising system that you must take advantage of.
The level of accuracy to which you can attribute characteristics to your audience is scarily specific.
You have serious control over who your ad appears in front of, with the ability to determine your audience’s gender, age, income, hobbies, interests, relationships, location and more.
Facebook allows you to be very specific when choosing your target audience.
For example, you can have your ads served to English-speaking men, between the ages of 25 and 34, who live in New York, have a law degree and enjoy cycling. That’s super specific, but it means that your marketing can be that much more relevant to your audience and successful as a result.
Facebook’s lead generation ads allow you to acquire leads without creating too much disruption to your user.
Forms are pre-populated and often don’t require any further input. These forms generate a lead as soon as the user completes the opt-in form.
So, do experiment with lead generation forms and remember to make data-driven decisions. Remember to make your ads eye-catching, identify your audience, and soon the leads will come flooding in.
Now armed with this knowledge, you can begin to feel confident in generating effective leads on Facebook TODAY.
What are you waiting for?
Stay in the know!
Subscribe to our blog newsletter to be the first to know when another Adversent marketing secret is out!