Chances are, social media is already a part of your marketing strategy. Businesses are wise to the importance of ‘being where your customers are’ and with social networks boasting 2.8 billion active users worldwide, social media marketing is common practice for the majority.
However, what far too many businesses fail to realise is that organic reach and targeting is highly limited. Social media should no longer be restricted to engagement goals, as it can be a capable platform for customer acquisition and conversion. With dedicated Lead Generation advert formats, innovative targeting capabilities and transparent reporting processes, Paid Social Media advertising is a powerful Lead Generation tool. There are new opportunities and techniques to efficiently capture the leads you didn’t know you had with Paid Social media advertising.
Dedicated Lead Generation Advert Formats
The first indicator that social media is an important channel for your Lead Generation campaigns is the dedicated advert formats that are available. On Facebook, LinkedIn and Instagram, there are now options to create seamless Lead Generation adverts featuring a lead data capture form. The user can complete and submit the form in its entirety, without leaving the social website or app they were scrolling through. Better yet, the form will be pre-populated with key customer information so that your customer merely must hit submit. This seamless and highly simplified UX has a strong appeal for users that are unwilling to abandon their infinite scrolling tendencies (and that’s most of them). Removing any friction in the user’s form filling process is essential to reducing drop-off rates and will lift your lead volumes.
Facebook Lead Ads
Starting with Facebook’s ‘Lead Ads’, which are accessible through the ‘Lead Generation’ marketing objective. You can create a contact form with a combination of fixed and custom questions. For example, start with Facebook’s pre-populated fields of ‘name’, ‘location’ etc., and then add in your own business-specific question(s) with several response options. Facebook advise that you avoid open-ended text questions to minimise friction in the UX and to simplify your analysis later on.
In addition to the form questions, you also have the option to design your adverts’ introductory page and provide a motivation to hit the Call-to-Action (CTA) button. Also consider adding a thank-you page to gain some extra UX points. If you select Facebook’s new ‘higher intent’ Lead Gen form type, which is designed for prioritising quality of leads over volume, you can also add a review screen to your advert.
As with most of Facebook’s advertising formats, there is an option to run your Lead Ads on Instagram. Although there is slightly less choice in terms of the questions available, the appeal of offering an in-app data capture form remains.
LinkedIn Lead Ads for B2B
LinkedIn offers a similar advert format: ‘Lead Gen Forms’. Again, the questions can be tailored to your business needs and will be pre-populated with information that LinkedIn holds about each user. With much of LinkedIn’s customer data being professional (job title, seniority, company etc.), the platform is highly suited to B2B Lead Generation. Lead Gen Forms can be added to LinkedIn’s Sponsored Content advert format, or used as a CTA for InMail ads.
The leads generated from both LinkedIn’s and Facebook’s adverts can be downloaded into campaign manager and/or directly to a third-party CRM system, ready for the next stage of the funnel.