Lead generation is a marketing process of identifying and cultivating potential customers for a product or service.
The so-called Lead is basically a potential customer who shares their information in exchange for something. That something is generally a free resource, that we like to call a Lead Magnet.
We consider the prospect a successful lead when the user fills out a form with their contact info in it for the lead magnet, which is somewhat related to the “for sale” offer.
This information is extremely important to web marketing, because it allows the company to know it is reaching its target market and helps it to better define its communication strategy.
With 1.3 billion daily active users and each of them spending at least 30 minutes a day on the platform, Facebook is not only a platform that marketers can’t ignore, but – according to many experts – it is one of the best tools for Lead Generation.
How can you generate Leads on Facebook?
Facebook Lead Ads is probably the best known tool, but it’s not the only one. In this article you’ll be able to learn about tools and strategies on how to generate Leads on Facebook that you may not have heard of.
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Instant Articles
Facebook’s Instant Articles enables publishers to share their content through Facebook.
According to Facebook, Instant Articles generates 20% more cliks than mobile web articles on average. But this is more than a tool to drive traffic to your website: You could also use it to generate leads.
How?
Creating instant articles within newsletter pre-filled forms.
This can be done in basically two steps:
- Create valuable content so you can build engagement and trust with your audience;
- Ask those who land on your webpage to subscribe to your newsletter through a sign-up form, a call-to-action button, etc…
This method can be very effective because your readers won’t need to fill in their data; since they already have a Facebook account, the system pulls out the information from their profile. You can download the collected data as a CSV file.
Facebook Messenger Destination Ads
Facebook Messenger Destination Ads are designed to drive people to chat with Messenger bots. When the user clicks on this type of ad, a Messenger thread appears with a profiled message prompts to start the interaction.
This can be a tool to capture leads because users that continue the conversation are usually looking for info before buying a product or subscribing to a service.
This way, you have the possibility to re-target visitors that have viewed your products or services before. This is particularly effective for businesses that sell complex services or products, and for the client who would be more keen to ask for further details.
Video Ads
Videos are one of the most popular forms of content on Facebook. With Facebook Video Ads you can easily collect your users’ data without them filling in their details, as long as you include a CTA (call-to-action) in your ad.
When the user taps on your CTA, Facebook pulls their data from their profile to make it easy for them to sign up. You of course will be able to access this lead data for further marketing.
Facebook Lead Ads
Facebook Lead Ads provides an easy way for businesses to collect information from users and increase their leads. When a user clicks on the ad, they are shown a pre-filled form so they can easily submit to your list. Facebook provides a downloadable CSV file for all the collected data.
The basic concept of generating leads on Facebook is always the same: make the user submit or sign up to a list, newsletter or service and make it easy.
Now you know how to generate leads on Facebook and now have more than one tool at your disposal to do it.
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