Boost your online Lead Generation with Facebook Lead Ads
A healthy and predictable supply of new leads is the oxygen of every company. The place where your target group is active is the place to generate these leads. Good social media ads enable you to grow your business predictably and consistently.
Almost 11 million Dutch people are active on it Facebook, 4.9 million on Instagram and 4.6 million on LinkedIn. Whoever your target audience is, you can find him or her on one of these channels. In this article I will tell you how to generate leads on advertisements on these social media channels. Buying ads is a great way to get new customers quickly and predictably.
The following three ways are covered:
Lead ads for Facebook and LinkedIn
- Opt-ins via a landing page
- The Facebook Messenger chatbot
Part 1. Lead ads on Facebook and LinkedIn
Lead advertisements are advertisements where the user leaves his or her contact details within the platform with a few clicks. The user information of the Facebook or LinkedIn profile is entered automatically.
This method of lead generation has two advantages and one disadvantage.
and first it is a big advantage that you are not redirected to another website. You only have to click on a single button to pass on the data. This ensures that there is no room for errors that reduce the conversion, such as a slow-loading website or a confusing flow from advertisement to website.
In addition, it has another major advantage: the information entered is probably correct. The personal information is taken from a personal profile and this is generally up-to-date. This reduces the chance that someone will provide incorrect or outdated contact details.
The disadvantage is that the threshold can be so low that the quality of leads suffers. This does not always have to be the case, but it is something to watch out for. After all, it’s not just about the lowest price per lead, but also about the quality of the leads.
Lead ads on Facebook or LinkedIn
Whether you want to work with LinkedIn or Facebook lead ads depends on your business. If you work in a very specific B2B market with high customer value, LinkedIn will be the most logical choice. Nevertheless, you have to take into account that your ads will then be a lot more expensive than on Facebook or Instagram. But because you can reach your target group much more specifically, the quality of your leads will probably also be higher.
Combine Facebook and LinkedIn ads
I am convinced that Facebook ads can work well for any company, both B2C and B2B. If you have a very specific target group as a B2B company, it’s best to start with LinkedIn. You can then provide the Facebook pixel data about your target group. You do this by simply directing someone to a page with the Facebook pixel on it. This ensures that Facebook collects data from your leads. If you have enough data you can build up a look-a-like target group.
With a look-a-like target group, Facebook will look for users who display behavior similar to your opt-ins online. In this way you will find similar users on Facebook with the help of your LinkedIn ads. In addition, you can also target most people with advertisements via Facebook, Instagram, LinkedIn, YouTube, Google or Twitter. To target, you must use the correct tracking pixels, such as the Facebook pixel, the Google pixel or the LinkedIn Insight Tag.
These tracking pixels are the easiest to install via Google Tag Manager. But it does require some expertise. If you cannot do this yourself, a developer or marketer with some technical knowledge will be able to arrange this for you.
The GDPR legislation around the Facebook pixel
If you want to work entirely according to the AVG rules, you must get approval from a user to track his or her activity. There has been a lot of discussion about the AVG legislation and recently an extensive article has been published which creates clarity about this subject.
How can you use lead ads?
- You can use Lead ads for various purposes. The most used ways are:
- Downloading a ‘giveaway’, for example an e-book, cheat sheet or a white paper.
- For example, a request for a test drive, a consultation with a discount, a quote, a free test month or another offer.
- Apply: leave data to receive more information about a position.
When someone sends their contact details, nothing happens yet. If you have a call-to-action button such as “Download” on the thank you page within your lead ad, you can direct people to a page on your website. For example to a page where you can download a giveaway.
You can also export these contact details manually or link them to a CRM system. By linking it to a CRM system or a service such as ActiveCampaign, you can email the giver or start calling your leads.
Example of a Facebook lead ad
Below you can see an example of a lead advertisement on Facebook. The offer is a giveaway, in which you will learn how to build target groups with organic content. The good thing about this giveaway is that it is fairly specific. It is about building target groups.
On the other hand, it is unclear what you will achieve after reading this content. For example, it is written that you are going to “learn to build” target groups with organic content. But it is also written that you use this to raise your social media advertising to a higher level. Advertising and organic content are other forms of marketing. This makes it unclear to me as a user what I will achieve with this document.
You can also see on the image that it is about organic content on Facebook. This is not clear from the ad text and you can easily read about it. The danger is that the expectation does not match the actual content.
Part 2. Opt-ins via a landing page
Sending people to a landing page after clicking on an ad is a common way to generate leads. The traditional landing page has a box where you at least leave your name and address in exchange for a download.
This method is and remains a good way to generate leads. Of course you are dependent on a fast loading website. Otherwise this will drastically reduce the conversion. Therefore test your website with the Google PageSpeed. Creating a good landing page, which converts on average 20 percent, is quite an art. You want the following elements on your page:
- Make it clear what the reader can get from the download.
- Add comments from people who have already viewed the download.
- Omit the menu and footer on this page. This only provides distraction and the chance that someone will click on it.
- Ensure that someone can only leave information.
You send the leads with the highest quality to thank you page 1 and the leads with less high quality you send to thank you page 2. The result of this is that Facebook will continue to search for users who match the people who end up on thank you page 1. You can also create a look-a-like target group if you have enough people who have ended up on thank you page 1.
The possibilities with this are endless. A few examples of this method:
- “Which make-up fits best with your skin type?” Product: make-up
- “Is it cheaper to buy or lease a car? Calculate it for your situation! “Product: sell and lease cars
- “How much do you know about Facebook ads?” Take the test now! “Product: Facebook Advertising training
It is extremely important that you use good software to maximize ease of use and that you ask the right questions. For questions about this you can respond under this article. You can link this software with Zapier so that you can send follow-up emails with the correct information.
Part 3. The Facebook Messenger chatbot
The third way to generate leads is with a Facebook Messenger chatbot. This chatbot provides automated conversations with users in Messenger. The use of chatbots offers many possibilities and this form of conversation ensures that it feels natural to a user. After all, we are all used to having conversations in this way within WhatsApp or Messenger.
Note: you always want to prevent users from thinking that a “real” person is responding. Be transparent immediately that users are dealing with a bot.
If you want to generate leads with a chatbot, you want to achieve two things: getting the right information and segmenting good and bad leads. A chatbot is in my opinion the only way you can achieve both of these goals in a very flexible way. I will now discuss this.
Get the right information
Because Messenger is part of Facebook, you can also use the information that someone has on their profile here. This way, someone can share their telephone number or e-mail address with a single click. In addition, it is also the trick here to combine user-friendliness with asking the right questions.
Segmenting good and bad leads
Good and bad leads are segmented here in the same way as in a normal quiz. By asking the right questions you can find out. For example: how motivated are you to sell your car?
- I definitely want to sell my car
- I am considering selling my car
- I don’t want to sell my car
If someone answers this question, at least you know that the person who clicked on the third answer is not relevant.
We work with the ManyChat platform ourselves: a user-friendly platform with which you can quickly have a chatbot live.
To find out more about the condition of the car, we ask users, among other things, for the license plate, the condition of the outside and inside, the condition of the tires, the maintenance history and similar questions about the car. We also ask how motivated the person is to sell the car. With this we filter out the car owners who actually do not want to sell at all.
By using a “custom field” you can save the answers to these questions and send them via Zapier to, for example, a Google Sheet. To maximize the response rate, we tag the person at the start of completing the questions. If someone does not answer all questions, we will send a message with a follow-up to forward only the license plate number and contact details.
If someone has filled in the questions, after about a day we will send the question whether someone might also be interested in buying a car. Because you send someone a message in Facebook Messenger, the response and open rate will be many times higher than when you do this via e-mail.
- On the other hand, this is also a danger. You enter personal territory by sending messages via Messenger. So be careful with this.
- Which method works best for your company?
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To be very honest, there is no simple answer to this. The lead ads enable you to generate easily accessible leads without having to send people to your website. But because the threshold is so low, it can also be a danger to the quality of the leads. A good follow-up sequence is therefore crucial. This also applies to all lead generation methods.
Sending people to a landing page will work for almost all companies. This works in every industry and with the help of tests and quizzes you can get more information about your leads and make the process interactive. In addition, you can then make a one-off offer to someone or give a discount on the thank you page. This way you will be able to convert the number of leads into a customer. In addition, you can target these people with advertisements and e-mails to let them take the next step in the customer journey.
Using a chatbot is a bit more complex, because it is in a new marketing channel. You must learn to work with the tools and understand that it differs from email marketing. With this you can tap into a new channel to reach your customers.