It’s easy to get caught in a single, repetitive process when you’re hyper-focused on acquiring leads. If you’ve tested, tested and tested again to find the most efficient method of gathering that holy grail of customer data, why change your process now? But perhaps you’ve only optimized that process, without evaluating other methods of lead generation. Maybe your whole way of thinking about leads needs to shift in order to streamline the process and lower your cost per lead.
To shake up your process and really maximize efficiency, let’s look at the major players in a standard lead generation campaign. You’ve got an offer, a landing page, an ad, and a potential customer segment. Now multiply those four items by the number of audience targets and you very quickly have a lot of moving parts to keep track of in your lead generation campaign. But when we look at these four integral parts of a lead generation campaign, we can immediately find ways to simplify by using Facebook Lead Ads.
The Potential Customer
Obviously you need your potential customer, or lead, and all their corresponding data. Acquiring their information is the whole point of your lead generation campaign! But a re-evaulation of your current targeting strategy might be overdue. Look at your current customers and try to determine trends. Who is the most valuable? Are your audiences converting as well as they once were, or are there segments you could be missing? Involve different areas of the company to ensure a 360 view. Then utilize Facebook’s unique targeting capabilities to build robust audience profiles using interests, demographics and actions on site. They’ll even suggest additional interests you might have missed as well as make it easy to create lookalike targets off of your top-performing audiences and most engaged users.
A Lead Generation campaign might work without an offer, but it would most likely create more work elsewhere. However, it might be time to switch up your offers, or vary them by audience. Sound more complicated, not less? With Facebook’s Ads Manager it doesn’t have to be. Once you create a variety of offers (or audiences) it’s easy to duplicate and make tweaks, or assign specific offers and creative to specific audiences.
Facebook’s Ads Manager excels here too, making it easy to split test creative. You can also run a variety of ads in one ad set, and Facebook will automatically shift funds to the highest performing ad. You can upload creative for later and duplicate past ads for recurring use. Facebook’s three-tiered strategy of Campaign-Ad Set-Ad Creative makes it easy to organize multiple audiences and ads into a single Facebook Lead Advertising campaign, which streamlines reporting and makes measurement and assessment a lot simpler.
The Landing Page
Perhaps the best feature of using Facebook for Lead Generation is the ability to eliminate the landing page completely. Since you can gather all the information you need within the customizable Facebook lead form, there’s no need for users to leave Facebook and visit your site. So you can skip development resources to create new pages. It’s much easier to segment by audience and create unique creative for each target when you can skip the landing page creation entirely. And if you need a little more room or time to explain your offer or introduce the brand, just add a Context Card. This interstitial screen between the lead ad and the lead form is like a mini landing page that takes just minutes to create.
It might be too soon to argue that your entire lead generation campaign can be run exclusively on Facebook, but we wouldn’t rule it out. And with such powerful targeting and simple customization at your fingertips, it’s certainly worth a try.