Lead Generation with Facebook

How to Get the Most Out of Lead Generation With Facebook

Social Media is an increasingly integral part of almost all marketing campaigns. To ignore the power of social media platforms when strategizing your business’ expansion would be almost unthinkable. Lead generation is no exception, so it’s important to understand the ins and outs of each platform to ensure that you are getting the most out of their potential.

Why Facebook?

With 2.79 billion users globally, Facebook is the world’s second most downloaded app. The scale and interconnectivity of the platform offers a wealth of marketing opportunities, which have been formalised through Facebook Ad Manager. Within this hub, lead generation is a core attribute, allowing you to craft tailored lead generation strategies and implement them across the platform.

Facebook’s potential as a marketing platform is therefore immense, with 73% of users checking the app daily. The dissemination of content across Facebook is made smooth and easy through Facebook’s business functions, which allow you to identify audiences and target those who are most likely to engage with your business. That means Facebook's marketing capabilities can be highly effective, with the platform claiming around 25% of the US digital market’s revenue in 2020.

4 Ways to Get Most Out of Facebook Lead Generation

In order to get the most out of Facebook lead generation, there are several essential points you need to remember when starting a campaign.

The level of customisation available when setting up a Facebook ad means that you have a lot of different options available in terms of how you want to be seen by your audience. It’s vital that each of these steps is carefully considered in order to get the best possible ROI.

Target Audience

The first thing to note before going straight into lead generation is that you need to know what you want to get out of the process first. Who are you looking to target and where are they? One of the first steps to creating an ad is establishing the target audience, and it’s crucial that you know who you want to reach with your ads.

Who are you hoping to attract? Be sure to do the necessary research to understand who your target demographic is, so that you can determine their age, location, gender, behaviour and interests. Identifying these variables first puts you in the best possible position when entering into lead generation.

Once these variables have been set, Facebook can then use this information to calculate the optimum placement of your ads across the platform using a function called ‘Automatic Placements’.

Ask the Right Questions

Qualifying leads is perhaps the most important aspect of lead generation. Identifying those most likely to make a purchase allows your sales team to target genuinely promising contacts. So, how do you qualify a lead? By asking them the right questions.

By attaching a link to an instant form, you create the opportunity to not only obtain the contact details of potential leads, but to ask valuable questions that will assist the sales team in approaching them. 53% of content marketers use interactive content in their lead generation process, and Facebook makes this process even simpler for users by automatically populating the contact sections of forms with their Facebook information.

However, it’s important to not overwhelm people with too many questions. Keep it simple and targeted to find out what really matters in a swift and concise manner.

Incentives

It’s all well and good setting up an instant form, but what’s the point if nobody’s going to fill it in?

Thankfully, there are a number of ways to increase the likelihood of these forms being filled out and, in turn, increase the amount of qualified leads. Offering free products and samples has a proven effect upon potential buyers, as it both introduces them to your business and familiarises them with your products. This raises the likelihood of a purchase down the line, now that they have a relationship with your services.

Content Form

Getting your brand out there on Facebook should be done using a diverse, multimedia strategy; trying out different forms of content will allow you to find out what works best with your target audience. Video content, for example, is a great way of doing this, as it is the most visually engaging way of presenting a proposition online. 90% of customers say video factors in their buying decisions, while 64% of customers say that seeing a video will make them more likely to purchase.

However, it’s important to remember that, on average, users will only watch about a third of the way through a video, so it’s essential that you effectively storyboard your video content to build up anticipation, setting out the key points early on to increase user watch-time.

Should I use Facebook for Lead Generation?

The short answer is - yes, absolutely. Facebook is too prominent a platform to ignore, so taking full advantage of its vast reach and broad functionality is definitely something to consider. Many lead generation companies, like Dolead, will incorporate Facebook marketing into their overall lead generation strategy, and for good reason.

Should I Use a Third-party to Generate Leads via Facebook?

While it's clear that Facebook is one of the most effective channels available for generating leads, as we've highlighted, the learning curve required to master the platform and run campaigns successfully is very steep

This is why, for many, partnering with a Facebook Ads specialist is the best way to start running effective campaigns quickly. While traditional digital marketing agencies can help here, management fees can be costly, and achieving true scale and real-time optimisation is still limited.

This is where third party lead generation providers such as Dolead come in. Our proprietary tech platform is able to implement a full lead generation strategy on your behalf, including across the Facebook Ads network. All that you need to worry about is providing a great product or service - we’ll do the heavy lifting.

If you’re looking to accelerate your business’ growth with sales-ready leads, book a demo with Dolead today.

Frequently Asked Questions

Lead Generation with Facebook

Facebook is a powerful platform for digital marketers to generate leads and grow their businesses. Here are some commonly asked questions about lead generation with Facebook:

1. How can I use Facebook to generate leads?

Facebook offers various tools and strategies to generate leads. You can create lead generation ads, use lead forms, optimize your Facebook page, and engage with your audience through compelling content and targeted advertising.

2. What are lead generation ads on Facebook?

Lead generation ads on Facebook are specifically designed to capture user information, such as name, email address, and phone number. These ads typically include a call-to-action button that leads users to a lead form where they can provide their details.

3. How can I optimize my Facebook page for lead generation?

To optimize your Facebook page for lead generation, make sure to include a clear call-to-action button, provide valuable content, and regularly engage with your audience through comments, messages, and live videos. Additionally, you can use Facebook's Page Insights to analyze and improve your page's performance.

4. What are lead forms on Facebook?

Lead forms on Facebook are pre-filled forms that users can easily submit to express their interest in a product or service. These forms can be customized to collect specific information from users, making it easier for businesses to follow up with potential leads.

5. How can I target my audience effectively on Facebook?

Facebook provides powerful targeting options to help you reach your desired audience. You can target based on demographics, interests, behaviors, and even create custom audiences based on your existing customer data. Experimenting with different targeting options and analyzing the results can help you refine your audience targeting strategy.

6. How can I measure the success of my lead generation efforts on Facebook?

To measure the success of your lead generation efforts on Facebook, you can track metrics such as the number of leads generated, cost per lead, conversion rate, and return on investment (ROI). Facebook's Ads Manager and Analytics tools provide valuable insights to help you evaluate and optimize your campaigns.

7. Are there any best practices for lead generation on Facebook?

Some best practices for lead generation on Facebook include creating compelling ad copy and visuals, using clear and concise lead forms, testing different ad formats and targeting options, and regularly analyzing and optimizing your campaigns based on the data. It's also important to comply with Facebook's advertising policies and guidelines.

Remember, lead generation on Facebook requires a strategic approach and continuous optimization to achieve the best results.