Getting quality traffic to your website is a priority. Ideally, you need that traffic to convert people who visit your site into leads and eventually customers.
But what if you can boost the number of leads without having to drive traffic on your website, first?
Through Facebook Lead Ads, it’s possible to get leads to your business via the most popular social platform in the world!
With over 2 billion monthly users, Facebook lets you tap into a large pool of leads with targeted messages.
In this post, we’ll walk you through on how you can craft Facebook Lead Ads that will convert like crazy:
Use High-Quality Content
Just like any other Facebook ads, lead ads are maximized if the medium is tailored to the message.
Let’s say, you wanted to feature different products. Then a carousel format is an ideal choice. On the other hand, short videos are an excellent format to use for storytelling and boosting brand awareness.
Don’t think that just because you’re giving away incentives, creating high-quality content doesn’t matter. You need to make use of high-quality videos and images, a CTA button for the best results, and compelling copy.
Write a Good Call-to-Action
An excellent call-to-action will tell people what to do, how should they do it, and what they should expect.
So, you must guide your audience in the right direction. Inform them what is needed of them, and help them make that decision. Other people will simply click the button of the ad and think that they’ve already completed the sign-up process, which doesn’t give you any value.
You can write something such as “Confirm Your Information” instead of the usual “Click Here.” You’re not really required to create a lengthy how-to guide.
Sometimes, a simple sentence or phrase will already tell users what they need to do and expect. Which brings us to the CTA button.
In the platform, Facebook doesn’t allow to create custom copies for the CTA buttons. Thus, you can only pick from a drop-down in the Ad Manager.
Meanwhile, you need to focus on ensuring that every element of your lead ad will focus on the value that you’re offering.
According to Voy Media, a top Facebook ads agency, “A great tip is to tell the users precisely how they can sign up. Sum it all up in a single phrase, and make it clear from the start what you want them to do ‒ and that is to click the button. Additionally, make sure that you check from time to time if Facebook now allows creating custom CTA buttons.”
Know What Information You Require
Lead ads are a great way to gather information from your target audience, but you mustn’t ask for too much information. Why? Because the whole process is time-consuming, and it will discourage prospective leads.
This also contradicts the idea of having a simple, user-friendly lead format. That’s why, you should only focus on getting the information that meets your objective, and nothing else.
Although the platform has the power to request more data from the user, don’t ask for more than what you need.
Make an Enticing Lead Ad Form
For people to give you their information, you must be offering them what they want. That’s why you need to consider this when crafting ads.
Think about something particular with your business that’s achievable, with very little cost. Doing so will help you get the relevant information from your target audience, and to meet your objectives.
For instance, some lead ads offer people free content. This is excellent if you want to get more people to sign up to your mailing list and broaden your reach.
However, if you’re a business that offers a particular service, then you need to come up with a lead ad form that offers them a free quote or consultation.
Create an Effective Incentive
Chances are, people are more likely to share their personal information with you if you’re willing to give them something in return. After all, people will always love to save money.
Whether it’s a free download or a discount, an effective incentive lets people know that you value their information.
For instance, when creating your message, you need to tell them to sign up to get a discount. That way, they’ll know what to expect. You can say, “Just confirm your email to get the discount.”
Also, make sure that you send them the discount code right away after they sign up. See to it that you include an image in your lead ad that supports your message.
Here are some great examples of incentives:
- Get exclusive deals and discounts
- Get product samples
- Attend an event
- Download white papers and studies
- Pre-order products
Use “Appointment Scheduling”
Use clear language and “Appointment Scheduling” to let users know what to expect, whether it’s a follow-up email or a phone call.
In your ad campaign, utilize a customer relationship management (CRM) system so that you can collect the information from your prospects if you want to further reach out.
Then, incorporate email campaigns and remarketing with personalized offers to maximize your engagements and conversions. A CRM will also save you from manually getting information from these lead forms.
Test and Optimize
The best lead ads out there is the product of constant fine-tuning and A/B testing. So, why not run two lead ads with varying imagery and copies?
You can also try running lead ads with different form lengths to track the completion rates.
Over to You
Although there are a lot of things to consider when crafting Facebook lead ads, and it may seem a little bit daunting at first. But once you’ve crafted your very first lead ad, the second one will be much easier for you.
There are a lot of opportunities with Facebook lead ads, and it would be a shame if you don’t utilize a few of them. So, test what works for your business, as well as your audience, and see an increase of leads and customers over time.