Allison has over 20 years of advertising agency and media relations experience. Being on the agency and client side she offers a unique perspective to client needs and what it takes to achieve them. As a seasoned marketing professional she has managed strategic planning and multi-media marketing for many healthcare clients, banks, schools, non-profits and universities, as well as the Kentucky Derby Festival. She prides herself on creating and maintaining great relationships. Her experience is a great match for leading and training teams and helping businesses grow
With the state of our world and everything going online business leads become more and more important daily. Most businesses would tell you however, getting consumers to do what we want them to do online, can be challenging. Think about it; we are busy humans. Now more than ever. We are working remotely, doing school remotely, shopping remotely, managing our business remotely and consuming a lot of online content and trying to balance it all. Before COVID-19 the average conversion rate on a website was 2.35%. And a website contact page conversion average is only 1%.So, how can we get these consumers to become leads? Instead of making them come to us, let’s go to them. Marketing to consumers where they are and have them convert there can make things much easier. This is where Facebook Lead Ads come in. Facebook? Really? Yes. It is a common misconception that Facebook is not what it used to be and it is fading on fans. Not true!Adults still use Facebook and this is across all age groups. Users 26-35 is just as strong as users 56+ and in between.
And the leading social platform used by not only B2C marketers but B2B marketers, is Facebook.
On average we spend almost an hour each day on Facebook alone.
So, with all these people on Facebook it’s time to scoop them up and get some leads.Facebook Lead Ads look very similar to traditional Facebook single image, carousel or video ads, but it has a different call to action. The ads can include an image or video, headline and call to action like, “Subscribe”, “Apply Now”, “Book Now” and once clicked a short lead form opens and populates with questions you want to ask your potential lead. Questions can be as simple as Name, email, phone, etc. and even short answer questions or multiple-choice questions. We recommend the fewer the questions the better to gain as many leads as possible and you should always include contact information so you can follow up with them.Let's see a Lead Ad in Action.Lead notifications when someone submits the form, come via email to the business and can be accessed from the admin section of your Facebook business page.Traditional digital campaigns can be cumbersome to gain leads by making a consumer click on an ad, drive them to a website that has more content and they get distracted or even intimidated by a form or more information. Lead Ads eliminate unnecessary steps and convert them right from the Facebook platform.And Ta-da, you have leads! It’s that easy. We found them and we captured them without having the consumer go thru too many hoops to get in touch with the business.A few tips and best practices we recommend are as follows.
The questions you include on your Instant Form are likely to change depending on the type of product you sell or the service you wish to advertise. Choosing the right questions will help you better qualify your leads and reach your business goals.This table includes some example questions based on specific business goals.Business GoalCommon IndustriesCommon Prefill QuestionsCommon Custom QuestionsApplication or Pre-OrderEducation, Financial services, Professional services, Retail and ecommerceFull name, Email, Phone numberWhat product are you interested in? What is your desired field of study?ContestAllFull name, Email, Phone numberWhich product/flavor/category would you vote for?Download a White Paper or EbookB2BFirst name, Work email, Job title, Company nameHow many employees does your company have? When are you looking to evaluate a service? What is your biggest challenge?Event or Conference RegistrationB2B, Entertainment and mediaFull name, Work email, Company nameWhich sessions are you interested in attending? What is the size of your company? What industry do you work in?Insurance QuoteFinancial servicesFull name, Email, Phone number, Zip code, Marital statusDo you currently have insurance? When do you plan to switch insurance plans? What is your car's annual mileage?SamplingConsumer packaged goods (CPG)Full name, Street address, GenderWhich product are you interested in trying? How many adults live in your household?Sign Up for NewsletterAllFirst name, Work email, Job titleHow often do you want to hear from us? Which topics are you most interested in?Sign Up for Offer or CouponRestaurants, Retail and ecommerceFirst name, Email, Phone number, Zip codeWhich item would you like to receive a coupon for? Which store are you most likely to visit?Test Drive or ShowingAutomotive, Real estateEmail, Phone number, Zip codeWhat model are you interested in? When would you like to purchase your next vehicle? Are you planning on leasing or buying?
You are required to have a privacy policy to run lead ads on Facebook or Instagram. A privacy policy informs people what you will do with their information and can be useful for building trust with your prospective and current customers, who may be more likely to share information with you based on the information outlined in your policy. It is important that your privacy policy be accurate and not misleading.Some topics that you might consider covering in your privacy policy include:
You should consider posting your privacy policy in a place where it's easy for users to find, such as in the footer of your website or in the settings menu of your mobile app. Check your local laws to determine if you need to post your privacy policy in any particular location or manner.When you create an Instant Form for a lead ad, you will be required to link to your privacy policy in the Privacy section. Your privacy policy cannot link directly to a PDF file, JPEG file, image or direct downloadIf leads are important to your business, we recommend giving Facebook Lead Ads a try.
