Are you among the people complaining about the quality of e-mails you get from Facebook lead ads? Wondering how to get quality leads that convert with Facebook lead ads since over the years, the quality of the leads, the people that sign up are not the types of people you expect?
For those not sure what Facebook lead ads is all about, let’s have a quick look at it first – Facebook lead ads is a recently added advertising feature by Facebook that allows potential customers to sign up for what you are offering providing you with accurate information you need to follow up on them.
With the lead ads you can customize the forms, grow inbound inquiries and nurture these leads towards converting them to clients. In this article, we shall be looking at the right way to run these campaigns without spending heavy on advertising.
The Three Major Steps On How To Get Quality Leads That Convert With Facebook Lead Ads.
Step 1: Create A Lead Magnet: The real truth is that, for people to want to give you their e-mail, it is mostly because they are expecting to get something in return – either a free book, discount offers, tickets or something valuable they can look forward to. This piece of valuable content that you are creating for your target audience is called a Lead Magnet. The lead magnet you create will depend on the type of business you have and the industry in which you operate.
The goal of a lead magnet is to provide value to your target audience by highlighting a pain point or solving a problem. This, in turn, helps you build credibility and authority for your business, as well as brand awareness and recognition in the news feed.
Step 2: Set Up a Facebook Lead Magnet Campaign: In setting up this campaign, this is where most advertisers get it wrong. As with any Facebook campaign, the first step is to select an objective for your lead magnet campaign. You want your target audience to take a particular action (opt into your lead magnet), so choose the Conversions objective.
The next step is to create your ad campaign. Because lead magnets are a type of top-of-funnel content, you want to target cold audiences. A cold audience is a target audience of potential customers who haven’t previously engaged with your business. The two main ways to target cold audiences on Facebook are to use saved detailed targeting audiences and lookalike audiences. Saved audiences use the basic demographics and detailed targeting features, whereas lookalike audiences are built from source audiences you create.
TIPS: When writing the ad copy, try opening with a question to build curiosity and hook the reader. Then follow up with the benefits of your lead magnet (what readers will learn) and close with a call to action.
Step 3: Re-market to New Email Subscribers to Increase Leads or Sales: Once your campaign is successfully adding people to your email list, the most effective way to monetize this list is to continue to send subscribers content and offers to take them from prospect to paying customer. You can see even better results, though, if you run Facebook ads alongside your email marketing.
This step requires that you match your email list on Facebook. In the next few paragraphs, we shall be looking at exactly how this is done.
The first thing here is to set up a customer list or website custom audience by going to the Audiences section of the Ads Manager, you choose Custom Audience from the Create Audience drop-down menu as seen in the screenshot below: Next choose the type of custom audience you want to create. The first option, Customer File, lets you create a custom audience from your customer list. This process involves exporting your list from your email provider and uploading it to Facebook.
The second option is to create a website custom audience of people who have triggered the conversion event you installed on the lead magnet confirmation page. Website custom audiences are more effective because you don’t have to keep manually updating the list as you do with customer list custom audiences. Facebook updates website custom audiences automatically every day.
After you’ve successfully matched your email list via either a customer list or website custom audience, it’s time to create a remarketing campaign. At this stage, you want to run direct-response ads about your products or services. The goal is to drive people from Facebook to your website to find out more informationand ultimately become a customer. When you set up the targeting, choose your customer list or website custom audience from the Custom Audiences drop-down list.
Finally, create your product- or service-focused ads. However, Suppose you’re an ecommerce company and your lead magnet is a discount coupon for a first purchase. For your remarketing campaign, you could run an ad that features your products and reminds your email subscribers to use their discount code.
By following the steps outlined herein, there is no doubt about the quality of leads your campaign will generate. Have you also tried running this campaign and what were your challenges? If there are other suggestions on how to get quality leads that convert with Facebook lead ads, please share in the comment section below. Interested in more tips and coaching like this? Then you might want to register for free training materials and resources on Webkraft Academy e-learning portal. Over 200+ professionals trained so far. Visit that link today to discover so much more amazing resources.