Facebook advertising has soared in the last couple years, growing 63% in the first half of 2016 alone. It’s not surprising: qualified prospects are easy to pinpoint, rates are affordable, and testing is simple. You might call it a direct marketer’s dream.
For a great way to find and nurture qualified prospects, consider the relatively new Facebook lead ads. Their huge advantage is that they eliminate the need for respondents to type, a big plus for mobile users.
Instead, with one click, a lead form appears, pre-populated with information from the respondent’s Facebook account. The advertiser can specify how much or little information to ask for, and the prospect can edit the responses before submitting them.
Here are a few tips to make the most of this new vehicle:
Use Lookalike Audiences. When you upload your customer list to Facebook and specify “lookalike audience” targeting, Facebook will show your ads to people who are similar to your existing customers. Lookalike audiences can be used alone or in combination with other targeting methods.
Make an Offer. State clearly what your prospects will receive when they respond to your ad. Use an appropriate “call to action” button, such as Subscribe for newsletter sign-ups or Sign Up to receive a free catalog.
Test Ads. As with any pay-per-click advertising, continuously testing one ad against another will help you optimize your results and ensure that your creative always stays fresh.
Automate Record Transfers. One weak link of Facebook lead ads is that Facebook only provides leads through a manual download of a CSV file. However, outside vendors such as Zapier or Leadsbridge can automatically sync your leads with Constant Contact, Mailchimp, or many other databases.
Follow Up. Make sure you have a follow-up system that works like clockwork. If respondents signed up for an enewsletter, send an automated welcome series that introduces them to your company and website, and encourages them to order. If they requested a catalog, make sure they receive it promptly, perhaps with an introductory offer.
Facebook lead ads can provide fertile ground for developing new relationships. They’re easy to test and can be scaled to any budget. Why not give them a try?
