With over 1.8 billion daily active users (98.3% or 1.73 billion of which are on mobile alone), you know Facebook or Meta can help you reach new audiences you might not have been able to reach otherwise.
So if you own a start-up or a consulting firm or want to sell your products to a niche audience, you are probably familiar with the following scenario –
You create a landing page for your website to collect lead information and use a few campaigns to direct traffic there. Then you wait, only to get a few names and empty emails from people who will never buy from you! And you are probably wondering what went wrong!
Lead generation is, in reality, a complex process:
- You must understand that your target audience is fragmented and not uniform. You will have different audience segments that respond to different offers. So you need to identify these segments and personalize your offers for them.
- You will need to create a Lead Generation funnel and design your marketing efforts based on the funnel to increase the number of high-value leads who become paying customers.
- You must run multiple campaigns based on the Lead Generation funnel to drive traffic to the Lead generation page.
This article will look at some actionable strategies you can implement today to create a lead-generation funnel for Facebook Lead Ads that convert.
What are Facebook Lead Ads?
If you’re trying to grow your business and generate leads, Facebook Leads Ads can be a real game-changer. They provide a convenient way to collect customer information and can be a powerful tool for any marketing campaign.
But what exactly makes Facebook Leads Ads so special? How do they work, and what sets them apart from other lead-generation strategies out there?
Unlike other types of ads that require users to click through to an external website or landing page to provide their contact information, Facebook Leads Ads allows users to fill out a form with their details right on Facebook.
This makes the lead generation process more seamless and convenient for potential customers, as they don’t need to navigate away from the platform to complete the form.
For businesses, Facebook Leads Ads provides a simpler way to collect valuable customer data without the need for complicated tracking mechanisms or follow-up procedures.
By streamlining the lead generation process, Facebook Leads Ads can help businesses reach more potential customers, grow their audience, and ultimately drive more conversions.
Now, let’s get back to our strategies:
1. Creating buyer personas is the first step to formulating Facebook Lead Ads content
Connecting with your target audience is the core need for a lead generation process. One way to connect with them is to address the potential customer’s pain points and demonstrate the value of your product that addresses these pain points.
Pain points of customers vary, and they can be a significant starting point for categorizing your customers to create buyer personas. Other techniques like using Google Analytics, competitor analysis, and market research are essential to flesh out the buyer personas.
Example of Buyer Persona and corresponding Facebook Lead Ad
|Demographic Details||Ages 40-50Women and Men|
|Psychographic Details||Identity – ElderlyMotivation – Want to be independent, Care for their child, Old Money Tension – Don’t want to be a burden to their family|
|Functional & Emotional Needs from Brands||Functional – Prepare the ceremony for the future funeralEmotional – Shower love to the family who is left behind by not adding financial burden|
Read this article to learn more about buyer personas “How Persona Creation in Digital Marketing is Paying Off.”
Buyer personas are not etched in stone and are always a work in progress that you must constantly tweak. Pay close attention to what Lead Generation Marketing efforts your audience responds to and what they don’t. Let us demonstrate this with an example.
Let’s say you own a Creative Agency and run Facebook Lead Ads campaigns targeted to small businesses running Ads on Meta. You are running Facebook Lead Ads by promoting webinars on Creative Strategies.
You get a lot of clicks but very few conversion rates on topics like “Creative strategies for 2022” and “Importance of creatives in today’s world.” But when you create a webinar on “How to maximize sales with creatives on Facebook” and another on “Creative strategies for freelancers,” You see the attendance skyrocket.
By discovering that many of your clients are freelancers who prioritize quick tips and strategies for making their Meta Ads work rather than broader topics like creative trends for 2022, you gain insight into the specific needs and interests of your target audience.
This is a crucial step in identifying and tailoring your Facebook Lead Ads to appeal to your desired audience. By focusing on the specific pain points and goals of your target audience, you can create more effective and targeted ad campaigns that are more likely to resonate with and convert potential customers.
2. Running Meta/Facebook Lead Ads campaigns based on the Lead Generation Marketing funnel
Like individual sales, leads must be nurtured before contacting you. This implies that you must create a goal-directed funnel to improve brand awareness, stimulate people’s interest in what you offer, and build trust before they ever contact you or respond to Lead generation activities.
These are the essential components that make up the Lead Generation Marketing funnel.
Let us look at each stage in detail:
1. Creating Awareness
Creating awareness is the first stage in the Lead Generation Funnel. First, you must educate people about your brand, or they will never be able to engage with it. Building awareness means proactively seeking new ways to promote your brand, products, or services in front of your target audience so that you can connect them to what you have to offer.
For example, directly share landing pages for offers on Facebook. Sending them directly to a landing page with your offer is one of the top Facebook Lead Ads tactics for increasing awareness on Facebook.
Make sure the offer has a compelling featured image in the Facebook post when you do this. You should also clearly communicate to the reader where you’re leading them. They may become confused or upset if they assume they are clicking into a blog post but instead find themselves required to fill out a form.
Example of a Facebook Lead Ads & Lead Generation Form to download report
To explain where you’re directing them and the action they need to take, use phrases like “Download Now” or “Get Free Trial Now.”
Pro Tip for creating awareness in Facebook Lead Ads strategies:
- Create landing pages specific to the offer.
- Maintain a strong social presence by posting on social media frequently. We recommend posting at least 2 -3 times a week.
- Engage industry partners and influencers.
2. Capturing Interest
People want to trust a brand before they give their email addresses or phone numbers. Therefore, when executing a Facebook Lead Ads campaign, it is critical to developing trust by capturing audience interest.
Give transparent and sufficient information about your brand identity by providing a clear brand logo and a detailed product or service description. Remember that individuals will not give their contact information to strangers easily.
Pro-tip for capturing the interest of Facebook Facebook Lead Ads audience:
- Provide valuable and trustworthy content, such as tips and insights.
- Create a robust and specific landing page.
- Include testimonials on your landing page (home page or online shop) to enhance your credibility.
- Try adding an “FAQ” section so the audience can seek detailed information when accessing your landing page.
3. Capturing Lead Info
Users may feel more at ease sharing lead information after becoming familiar with your brand. This can happen via a contact page, an email subscription, or a form they fill out to acquire a lead magnet. First, you obtain their email address or phone number, which you can enter into your list.
Facebook offers mobile-friendly Lead Ads. The forms that open in-app and auto-fill when possible make it as simple for audiences to send their information your way. When the audience clicks on a lead Ad, a form opens with contact information pre-populated from what they’ve already provided on Facebook, such as name and email address.
Brands can include sections for qualifying information combined with an offer for a free trial class, consultation session, lead magnet, or special discount. A qualified lead is a customer who has passed qualifying criteria to determine their quality as a lead, fit as a customer, and readiness to buy. Leads eventually turn into prospects, which further turn into consumers.
Pro-tip for capturing Lead info from Facebook Lead Ads audience:
- Produce high-quality content that makes a statement. For example, blog post/whitepaper/case study on topics of interest to your target audience.
- After creating high-quality material for your site, you must persuade your visitors to provide you with their contact information in exchange for that content.
- Ensure that the process of simple for providing information is easy enough for mobile users
- To find qualified leads, use email marketing. Try to relate to your audience’s painpoints, provide them with the knowledge to solve a problem or answer a question, and then encourage them to take action to advance in your sales funnel.
- Leads can be classified based on demographics and recorded behavior. Categorizing leads makes them easier to sift and deal with.
4. Identifying Prospects
Not every Lead will convert, and not every Lead is equal. Many people, for example, would like only to use a free trial but refuse to pay for one. In many circumstances, you will likely attract a sizable number of leads who aren’t a good fit to become paying clients. Therefore, using qualifying information to identify possible high-value prospects is essential to the Lead generation funnel.
Prospect identification as those most likely to become customers is a crucial step in the lead generation process. It enables you to prioritize, which makes you want to devote more time to it. You may track the email campaign, add qualifying parts to your lead forms, and contact leads personally to identify them.
5. Engaging With High-Value Prospects
Once you have discovered customers with quality, you will want to contact them directly and engage them deeper, establishing a connection and moving them closer to conversion. Depending on your product, pricing range, and audience, this might take a long time.
Various methods for engaging high-value leads include:
- Sending regular and relevant email campaigns.
- Establishing retargeting advertisements.
- Informing consumers about relevant offers.
Reasons why Facebook Lead Ads are still not working for you
We often find ourselves in this situation – you have already done your best to execute a Facebook Lead Ads Campaign. Still, the results are different from what you expected.
This will happen at some point. Don’t be concerned; many people have had similar experiences. To make things easier, we must determine why your leads aren’t converting.
These are the most typical reasons your leads aren’t converting, as well as a few fast troubleshooting strategies for improving Lead conversion rates.
1. Your leads are not being qualified
Not everyone who chooses to download your lead magnet or take advantage of your free template will become a customer. However, you must qualify your leads to focus on the people who may become consumers.
Screening fresh leads for their conversion potential is known as lead qualification. Consider what information would be helpful and what would make a lead more valuable or intent than others. Also, provide clear information about your brand’s Unique Selling Point (USP), making leads more qualified.
2. Your lead funnel is too broad
Many companies are solely concerned with the total number of new leads. This can actually backfire when you spend so much time attempting to please everyone that you fail to make a lasting impression on your target audience.
For example, suppose your lead funnel isn’t tight enough. In that case, you will likely attract many leads when offering free materials that will never convert. This is a huge waste of time and money!
Here is a solution:
- Take the time to ensure that your lead offerings are incredibly relevant to and exclusively for your target audience.
- Use a particular call to action (CTA) within the post. This will allow you to aggressively attract the correct users while spending less time chasing the wrong ones.
- On the other hand, ensure your target audience’s demographics and interests are suitable for your target market.
For example, if your product targets the middle class, limit your audience to large citizens and set restrictions to exclude unemployed people.
3. You are not connecting with your leads fast enough
It is critical that you reply fast to engage users straight immediately. For example, they should receive an automated welcome email when they submit the lead form or subscribe to your email list.
Remember to monitor leads frequently so you don’t miss anything when the automatic welcome email isn’t working. Don’t pass up this opportunity!
4. You haven’t returned to the churned-out customers
Keep a list of customers who have ever rejected you after you have been disconnected from them for some time. You never know when they will demand your product or service. So continue to target them at an awareness level.
Hence, they become familiar with your brand and will contact you automatically when they need your product or service. Directly share landing pages for offers on Facebook. In your image descriptions, include links to landing sites. Make sure to shorten your links and include UTM codes so you can measure how many people click on them.
Also, use videos for advertising Lead generating deals to grab their attention and help them remember your brand’s USP. Another option is to develop brand activation, such as giveaways or quizzes.
How AdVize can help with your Facebook Lead Ads campaigns
If you think Lead Generation is all about putting together a great-looking landing page and having some Meta Ads directed toward it, you are greatly mistaken! It will only lead to a few empty emails and names of people not interested in buying your product or service.
Lead generation is a long and complicated process where you must correct course at many points. Being strategic about how you are using Meta Ads to get leads into your funnel and how you are nurturing them through multiple touch points is vital to growing your business.
Are you interested in learning more about using Facebook Lead Ads to strengthen your lead generation funnel and make it more effective? Sign up for a free demo here to see how AdVize can help you!