How to Generate Leads From Facebook
When you are trying your best to generate new leads, it is essential to try all possible channels. If you have never considered using Facebook for this purpose, now is the time to start. Here are some pointers that will help you be more successful than you ever imagined.
Create A Professional Looking Facebook Page
If you are trying to give people the idea that you are a solid business owner and you have what they need, your page has to reflect that. The first order of business is making sure that you create a business page instead of using a personal page for this purpose. Business pages are more accessible and people will be able to like and follow you without waiting for approval.
Here are several things that will help create a professional vibe on your page:
- Fill in every piece of information on the page. Incomplete profiles give people the idea that a company may not be legitimate.
- Avoid making errors on the page. Grammar and spelling mistakes are very amateurish and no one will take it seriously.
- Use your company logo as a profile picture. Branding is one of the keys to business success, so it certainly applies when your goal is to generate leads.
The more professional a page looks, the more likely people will be to take your business seriously. This is essential when you are seeking new leads.
Start A Contest
This is a good way to call attention to your business on Facebook. Offer people the opportunity to win some of your products for referring others to the page. Keep in mind that the prize offered should be relevant to your business. For example, a landscaper that offers a free consultation will generate more valuable leads than one who offers an iPhone. If they offer the latter, people will only come for the phone and leave once the contest is complete and they realize they don't actually need what you are offering.
Use The 80/20 Rule
When you are offering content on your page, it should not all be focused on making sales. You have to strike a balance between offering useful content and trying to sell your products and services. For best results, 80 percent should be content that offers information and has great value, while 20 percent should be promotional materials. Businesses tend to generate more leads when it does not seem like they are trying too hard. Desperation is a real deal breaker, so try your best not to look like you are seriously in need.
Use The Promoted Posts Feature
Most people who have Facebook accounts do not see posts from all of the pages they have liked. Once they have hit the Like button, it is rare for them to see posts from the page in their newsfeed. They have to revisit the actual page in order to view the things you post. This is not likely to happen when they have liked thousands of pages.
The solution to this is to take advantage of the Promoted Posts feature. You pay a fee and Facebook makes sure that your posts appear at the top of the user's newsfeeds. Always use a great image and title to capture the attention of your targeted audience.
By following these tips, it won't be long until you begin to see an increase in the number of people who want to do business with your company.
Tips for creating Facebook lead ads that convert
Offer an incentive
People are more willing to share their personal information with you if you offer something in return. Whether it’s a promo code or a free download, a good incentive shows customers you value their information.
Popular incentive examples include:
- Get deals and offers
- Enter sweepstakes and contests
- Receive product samples
- Attend an event
- Pre-order products
- Download studies and whitepapers
Be clear about your offer
Share your value proposition upfront so that people understand what they are signing up for. While optional, Facebook recommends you include this information in your promotional copy and in the introduction at the beginning of your form. Also, add branding throughout the experience so there isn’t any ambiguity as to who people are sharing their info with.
It’s also important to choose imagery that supports your messaging. For instance, point-of-sales systems provider Revel Systems tested different creative for its lead ad campaign, and found images with the product as a focal point were much more effective.
Use compelling content and formats
Just like any other Facebook ad, lead ads are best served when the medium fits the message. For instance, if you want to showcase multiple products or features, perhaps a carousel format is the best choice. Short video, on the other hand, is a good format for storytelling and increasing brand awareness.
Don’t assume that because you’re offering an incentive, creativity doesn’t matter. Include high quality images and videos, sharp copy, and a CTA button for best results. You can find lead ad design specs here.
Keep your form simple
It’s simple: The easier your form is to fill out, the higher your completion rate will be. According to Facebook, with each question you add, the chance of someone abandoning the form increases.
Only ask for the most relevant information. If your form includes multiple-choice questions, limit the number of choices between three and four.
Ask the right questions
If Facebook’s provided questions don’t meet your needs you can create custom questions for your form. Choose between short answer, multiple choice and conditional questions, which change based on how a previous question was answered.
Your form can also include Store Locator and Appointment Scheduling fields which let people search for a nearby location or schedule visits.
Need help brainstorming questions? Facebook’s rubric of business goals and examples is a good place to start.
Target the right audience
Your target audience should align with your lead ad’s objectives. There are three primary audience types you can choose from:
- Lookalike audiences: If your goal is to expand your customer base, create a Lookalike Audience modeled off of your most valuable customers in order to find similar users.
- People near you: If you have one or more locations and your account is managed by a Facebook representative, you can use the business locator feature and target ads to people in range of your stores. This audience segment is ideal if your aim is to schedule appointments, demos, or simply encourage customers to visit.
- Custom audiences: Examples of custom audiences can include people who are subscribed to your newsletter, recent site and app visitors, or people in your CRM.
Plan to follow-up
A swift follow-up can significantly improve the chances of a conversion. And the quicker you do it the better. A landmark study published in Harvard Business Review found that businesses that make contact with customers within an hour are seven times more likely to secure qualified leads.
Keep in mind that messaging apps are now consumers’ preferred way to connect with brands. Two-thirds of customers rank messaging ahead of phone, live chat, and face-to-face communications. Maybe it’s time for your business to hop onto Facebook Messenger. And of course, if you want to know your customer’s preferred time and means of communication, don’t forget to ask.
Test and optimize
The best lead ads are often the result of A/B testing and fine-tuning. Consider running two lead ads with different imagery or copy. Or try running lead ads with different form lengths to measure completion rates.
How to create a Facebook lead ad in 10 steps
Here’s how to set up Facebook lead generation ads, step by step.
1. Go to Ads Manager.
2. In Ads Manager click Create in the top left corner.
3. Choose Lead generation as your objective and name your campaign.
4. Choose the Page you plan to use for the lead ad. Click View Terms and then agree to the Facebook Lead Ads terms and conditions after you’ve read them.
5. Choose your target audience, placements, budget, and schedule. Note: Lead ads cannot be targeted to people under the age of 18.
6. Select your lead ad formats. You can select the carousel, single image, video, or slideshow.
7. Add your headline, body copy, and a call to action. A window on the right offers a preview of your ad as you create it.
- Intro: Use this section to clearly explain why people should fill out your form.
- Custom questions: There are two types of questions you can choose: Standard questions (ie. gender, job title) and custom questions. Ask custom questions that pertain to your business, for example: “When are you looking to buy a new car?” Up to 15 questions can be included. Some governments bar advertisers from requesting certain information,
- Form type: Under Form Type you can select: More volume or higher intent. Choose more volume if your campaign goal is to get the form completed by as many people as possible. Selecting higher intent adds a step to your form that allows people to review and confirm their info before they hit submit. This is a good option if your objective is to seal a deal.
- Thank you screen: This screen will appear after the form is submitted. You can also include a call-to-action or download link here.
9. Click Settings under the name of your form and check that you would like to collect organic leads. This advanced step is optional, but recommended. You can also change the language of your form here.
10. Click Finish in the top-right corner. Review your ad from Ads Manager and when you’re ready to publish, click Confirm.
Once you’ve created an ad, you can access leads through, customer system integration, implementation of the Facebook Marketing API, or by manual download.
Facebook also allows advertisers to collect leads using Facebook Instant Experience forms.
What are Facebook lead ads?
Facebook lead ads are essentially promoted forms. These forms allow marketers to capture details from customers while offering opportunities to connect, such as newsletter subscriptions, demo requests, or contest registration.
When someone clicks on a lead ad, they are presented with a form that’s pre-populated with information from their Facebook profile. The rest can be completed in a few easy taps.
A major attribute about lead ads is that they are optimized for mobile. That’s key for Facebook’s 88 percent share of mobile users–especially since it typically takes 40 percent longer to complete forms on desktop.
Another advantage Facebook lead generation ads offer is that generated leads can be synced directly with your company’s customer-relationship management system or downloaded as a .CSV file. This allows marketers to follow-up more efficiently, which is vital for closing the deal.
Facebook lead ads can accomplish a variety of marketing objectives, but they’re best at helping with one of marketing’s golden rules: Know thy audience.
Many marketers think they know their audience, but often confuse customer data with customer analytics. In a mostly online ecosystem, it’s easy to forget that sometimes the best way to learn about customers is to just ask questions. That’s exactly what Facebook lead ads (sometimes called Facebook lead forms) do.
If your objectives include market research, customer feedback, or even increasing conversions, Facebook lead ads may be the right solution. This guide will answer all of your questions about the ad format, including how to create a campaign and how to optimize for success.
Facebook Lead Generation Mistakes
Mistake #1: Not Including the Right Instant Form Fields for Lead Capture
Publishing a lead generation ad is only the first step in growing your customer base. The next step is nurturing your new leads so that they eventually buy something. But in order to learn more about your new leads and nurture them, you need data.
With an instant form, you can collect anything from emails to phone numbers to customer opinions. But if you don’t think ahead to how you want to use the data you collect, you’ll have a hard time turning that data into something useful.
For example, let’s say you offer free quotes to your audience; it’s not enough to just ask for a name and email address. Your quote needs to be customized to each lead’s needs and give you an idea of how close they are to buying something.
In this Land Rover example, the second page of the instant form asks people when they plan to purchase:
This way Land Rover knows where those leads are in the customer journey and can create new campaigns that help move these leads to purchase.
How to fix this issue
Instead of using a standard format of instant form fields, customize the form to include fields directly related to the product or service you’re offering.
You can then use the information you collect to improve customer experience and cater to their needs.
So if your lead ad is for consultation services, include an appointment scheduling field vs. a free text field asking for the lead’s availability (it only works on mobile tho).
This approach reduces manual work for customers and is quicker for them to complete. This approach also improves their chances of following through.
Mistake #2: Not Automating Follow-up Processes After Signup
It’s one thing to set up your lead ad, but how do you plan to manage the data you collect?
It doesn’t matter if you got 10 leads or 100, manually entering data into another platform just doesn’t cut it. There’s too much potential for information to be entered incorrectly.
It also doesn’t make sense for you to capture data on Facebook, download it, then upload it to your CRM system. This is time spent on tasks that don’t add any value to the customer experience.
Simply put, “ low-value activities keep you busy and stop you from getting real work done. Make time for work that matters.”
How to fix this issue
The good news is that Facebook lets you sync with CRM products like Salesforce and Airtable to automate communication with new leads and to manage processes better. The goal here is to keep customers engaged, excited, and moving smoothly along the customer journey — not a stop-and-go experience where you deliver information to them piecemeal.
To get started, choose from Facebook’s list of CRM tools.
For example, if you choose MailChimp once new contact information is received, it’s automatically added to a segmented list in your account and a targeted drip email campaign begins.
Let’s say you run an ad for a limited edition product. Your drip campaign will feature the benefits of the product, customer testimonials, and a discount code. If you ran an ad for a different product, the drip campaign would also be different.
This way you have the flexibility to customize your email campaigns as much as needed and nurture new leads. This beats trying to remember when to send emails manually and to whom.
This means you can create audiences for two of the top advertising platforms all in one place.
Mistake #3: Using Instant Forms for Only One Purpose
With lead generation, it’s easy to focus on collecting emails to grow your email list.
However, Facebook lead generation ads can actually be used in three ways:
- Email signup, which is great for email list growth and newsletter sign up
- Inquiry forms, which can be used to learn about an audience and to find out their preferences and interests
- Special offers and promotions, which are great to get people interested in your brand and to buy by offering an immediate reward
The goal with most lead generation ads is to get an email address. But as you can see, there’s more than one way to do that and still get the insights you need.
How to fix this issue
Be clear on your goal for your lead ad campaign.
Think about your campaign objective. Do you only want to grow your email list to communicate with leads more directly or do you want to offer access to a specific product or service?
Let’s say you want to promote a webinar that will introduce a new product or service you offer and will get you in front of your target audience. Use email signup in your instant form so that you can remind leads to purchase something after the webinar.
The ad showcases all of the benefits of using the app. For example purposes, the “Learn More” CTA leads to an instant form where they can sign up for a webinar.
Once leads submit their contact information, they receive emails, like the one below, that remind them of what the webinar about and offer a live demo of Quip:
With this approach, instead of asking for an email address and calling it a day, you’re able to remind leads of the value you offer, share something for free, and include an option to upsell them.
Mistake #4: Not Considering User Experience Across Multiple Devices
Some of the features available on instant forms are innovative, which help you connect with leads in unique ways:
However, you’ll notice that not all of these features are available across all devices. For example, appointment booking is a handy feature, but it’s only available on mobile devices and not on desktop.
Not considering the devices your audience uses reduces the effectiveness of your lead ads, if people can’t engage properly or don’t see your ad because they’re not on mobile.
How to fix this issue
Before you create your lead ad, think about who you’re targeting and where your audience spends the most time.
If your audience is primarily millennials — who spend almost four hours a day on their phones — your lead ads should cater to mobile devices and use compatible features.
Mistake #5: Not Including an Intro Section
All lead generation ads give you the option to include an intro section within your ad.
What’s great about an intro section is it gives you a chance to give leads a quick summary of your product or service and what to expect.
The intro also serves to get leads excited and primed to keep reading — and eventually follow through and buy.
Not including an intro is a missed opportunity because you will give up the option to:
- Add a catchy headline and offer a hook to get users curious.
- Include a custom image, different from the main one in the lead ad. This is another way to catch user attention.
- Add a short paragraph or bullet points to quickly inform leads.
How to fix this issue
You likely spend a lot of time coming up with the perfect Facebook ads to get people to click on them. To avoid people clicking away from the instant form before submitting their information, add an intro section so that people immediately know exactly what you’re offering.
For example, if you’re advertising a new newsletter, list the highlights of the content you send subscribers:
If your ad is meant to promote a new product, use the intro section of your instant form to list some of the features customers have asked for.
Or call out a common pain point and list a few short reviews of what customers have said.
Mistake #6: Instant Form CTA Is an Afterthought
Your lead ad has eight CTAs to choose from:
- Apply Now
- Book Now
- Get Offer
- Get Quote
- Learn More
- Sign Up
Analyzing over 700,000 Facebook ads, we found that the top five CTAs in 2018 are: Learn More, None, Shop Now, Sign Up, and Book Travel:
These CTAs work to get people who see your ads to click to complete an action.
What’s great about instant form CTAs is you can customize them — you’re not limited to only the CTAs from your ad.
To create your unique CTA, just go to the Thank You screen section of your instant form settings and update the “Button Text” field.
With all of the work that goes into creating an ad, you do it a disservice when the CTA is an afterthought and doesn’t connect with the goal of the ad.
By attaching a clear CTA to each new content piece, you’re ensuring the content fits into your overall marketing plan, helping you to build a larger audience and convert more into clients.
How to fix this issue
A good rule of thumb when crafting your CTA is to make it clear to leads what they’re getting.
Instead of using a standard, “Click Here” CTA, your instant form CTA should be action-oriented and specific.