Do you run an auto-dealership? A restaurant? Are you a dentist, a vet, a financial advisor? No matter what your business does, Facebook Leads Ads provide an effective way to gather contact information from potential customers and is critical data that can be leveraged when building a pipeline of new business.
Tiger Pistol’s purpose built technology makes it easy for multi-location brands to configure a Lead Ad and distribute it to thousands of locations in minutes, giving you more time to think about the content of the ad, and aspects that will drive meaningful outcomes for your locations.
Here are 10 tips that will help you launch a successful Lead Generation campaign:
1. Identify your goals: Before planning creative, copy, etc. it is very important to have a collectively defined realistic campaign goal (Target CPL, Lead Volume, etc.) We recommend focusing on a target CPL - this way you have a way to build a benchmark and work to improve over time.
2. Integrate with your CRM: If you’re already using a CRM like Salesforce, or an email marketing platform like Signpost, automatically sending leads that you generate from Facebook is easy, plus it’ll save you time from having to upload your new leads manually. Tiger Pistol can help to ensure your integrations work seamlessly via our api. If you don’t have a CRM - no worries - you can still download leads you collect from Facebook, or, if you’re a Tiger Pistol client, we’ll send you leads directly to your locations’ email.
3. Target people that are likely to submit their information: Leveraging first party data is a great way to allow Facebook to find people who ‘look-like’ your existing customer base via a Lookalike Audience. By targeting people that share similar traits to your customers, it’s likely they’ll be more interested in your business. If you don’t have first party data, use behavioral and demographic targeting instead, and make sure to think about commonalities or shared interests between your current customers.
4. Allocate a decent budget and timeline: Depending on what industry you’re in, Lead Ads can sometimes be more expensive to get in front of the right people. It’s important to recognize that these campaigns may demand higher budgets. Remember to focus on the lifetime value of what the lead means for your business. Facebook campaigns go through a learning phase, so make sure to give your campaign enough time to optimize and utilize the budget effectively.
5. Determine the value proposition: Prospects are more likely to submit their information in exchange for something they find valuable. Ask yourself: how can I incentivize my target audience to submit their contact information. Some businesses leverage a white-paper or piece of content, some offer free consultations or some type of gratuity, while some run competitions to generate more contacts.
6. Make sure your lead form fits your goals: If your goal is to generate as many leads as possible, a rule of thumb is that fewer form fields will lead to higher volume. However, if you’re looking to generate more qualified leads, consider adding qualifying questions to your Lead Form, such as ‘Are you looking to purchase in the next 3 months?’ or ‘What make and year is your car?’.
8. Use creative that speaks to the target audience: The most important thing to get someone’s thumb to stop on your content is the creative - it’s the first thing they see and is the only reason why they’ll slow down to read the rest of the ad. Use creative that speaks to your target audience. For example, if you’re targeting young adults, make sure your visuals represent young adults. If possible use custom imagery or proprietary images from your business or customers.
9. Use copy that is succinct and describes the value proposition: You have a small window time to get your message across – make sure you describe the value of your business and the incentive of your campaign.
10. Follow up in a timely manner: The success of all your efforts will be lost if you do not respond in a timely manner to a recently submitted lead. According to Hubspot, waiting 5 minutes to respond to a new lead can reduce chance of contact by a factor of 10x. We recommend getting in contact with the lead as soon as possible, at least within 24 hours - having the appropriate response time can be the deciding factor between a customer or a rejection.
Gabe Smith is a Client Manager, who specializes in demand generation, B2B strategy, and customer service.
Coming Soon: NOT Clickbait: How to Write Great Ad Copy, by Julia Greenhalf.