Use Facebook Ads For Lead Generation
Using Facebook for lead generation has almost overwhelming potential. When you feel like you’ve tried everything but pulling leads out of thin air, Facebook (and its mountain of consumer data) is just a click away.
In fact, last fall, Facebook added lead-generation ads to its stable of ad types. Whereas previously its default ads focused on getting viewers to perform actions inside Facebook or click through to a website, this move acknowledged that not all businesses are just looking for traffic when they run ads.
That’s because some businesses are wise enough to know their ideal clients aren’t going to make a big investment directly from a Facebook ad. They know that they need to cultivate a lasting relationship that goes beyond the boundaries of Facebook.
These businesses are looking for leads.
Here are some do’s and don’t’s for your first and future campaigns to come:
Do: Spend time defining your ideal audience. (They may be closer than you think.)
Facebook allows you to target your ads very strategically, taking advantage of consumer data that was previously only available to those with big-agency budgets.
But with all that data available, some businesses can miss the prospects right under their noses.
Build your custom audience, you consider adding:
To cut down advertising costs, you can also choose to exclude certain groups from your custom audience. If your Facebook Ads campaign is focused on generating new leads, you can upload your existing email list and exclude those people from your ads’ audience. That way, you’re not paying to convert people you’ve already converted.
To learn the nuts and bolts of building a custom audience, download our free Facebook advertising course. (We cover setting up custom audiences like these in Modules 4 and 5.)
Do: Take advantage of Audience Insights and Page Insights.
Audience Insights allows you to review trends about your current and potential customers across Facebook—you might look up data about the online purchase behavior of people in your service area, for example.
Page Insights provides data about the people who interact with your page via likes, comments and shares.
For example, let’s say that I want to generate leads for my women’s fitness studio in Minneapolis.
Using Audience Insights, I would research my target demographic—women ages 25–40 in my area. I could find out:
When I research this group on Audience Insights, I might learn that the majority of women in my target market are married, working, middle-income mothers who tend to look for health information online.
Armed with this information, I can devise and target ads speaking directly to working mothers. For instance, I could generate leads by offering a free video series demonstrating workouts that are easy to fit into the smallest amounts of time.