There are a tremendous number of options available when building a Facebook lead generation campaign. The targeting capabilities, form builder and multiple media types are very powerful, but they can also be overwhelming when you’re first starting to capture leads without landing pages on Facebook. First-time Facebook lead generation campaigns may be a bit simpler. But as you gain experience with the platform, it can be beneficial to dig into the more advanced options available to you. Here are a few opportunities to boost your Facebook lead generation performance.
Use Custom Audiences
Utilize your existing customer database and leads acquired from other sources to create a Custom Audience on Facebook. Simply upload the list(s) of email addresses and Facebook will match to known users. Your match rate won’t be 100%, as some users have multiple email addresses and may have provided you with their work email while using their personal address on Facebook, for example. But that’s OK, because we’re not actually going to target these people specifically. After all, they have already opted in. We’ll use them to find new, like-minded prospects.
As long as your email list was large enough for Facebook to detect patterns, you can easily create a Lookalike Audience of similar users to your known customers and qualified leads. Facebook won’t share exactly what qualities they have in common, so you may want to layer on a few demographic or interest-based targeting options, such as age, location or industry. By adding what you know about potential customers to what Facebook knows about these users, you can improve your Facebook lead generation targeting for more efficient campaigns with lower cost per lead.
Test Form Fields
The standard ask is email address, but there are many more options you can include. The key is to ask for the least amount possible to make it quick and easy for a user to hit submit, while still giving yourself all the information you need to close a sale. Sometimes this might mean phone number, or first name. If you only serve a very narrow geographic area, targeting can take care of zip code. Segment your lead generation campaign by location to target each area individually and you won’t have to ask for this piece of information; you’ll already have it!
Pick and choose what you need versus what you want, and test different combinations of form fields in conjunction with targeting and ad creative. A stronger offer might incentivize people to give more personal details, for example. And don’t underestimate the power of phone call follow-up for the right leads!
Create an Interactive Canvas
Most marketers know that video works wonders on Facebook, particularly for lead generation. But did you know there is an even better media type for your initial lead ad? An interactive canvas lets the user explore your brand and get to know your business before reaching the lead form. You can include video, text, image galleries and more, all within a fully designed ad unit that never requires the user to leave Facebook.
A Canvas ad could be considered the next frontier in gathering leads without landing pages. It’s essentially a microsite that is entirely contained within the Facebook mobile experience. Much like a Facebook lead generation campaign form, the shell is pre-built for you. You simply drag and drop assets to build a custom ad unit that users are practically guaranteed to engage with—which means they are much more likely to hit submit on your subsequent lead form.
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