Look to the left side of your Facebook wall or page. What do you see? Display ads. They are paid targeted advertisements.
As at May 2017, Facebook alone had 1.9 billion monthly users and 1.28 billion daily users. These are numbers that keep growing year after year with unrelenting speed. It is no longer news among marketers that you can have an only-previously-unimaginable reach right at your disposal when you utilize Facebook.
However, most marketers are not aware that display advertising on Facebook is a place for sourcing leads, leads that actually convert to paying customers. So how do you generate leads on Facebook?
Direct Lead Capturing Formats
Back in the day, lead generation was done by using good ol’ landing pages with lead magnets. Marketers would mainly only post articles with a link back to their websites or landing page because the sole purpose for Facebook in their mind at the time was for bringing exposure to their brand and to create brand awareness.
Using this method, marketers directed traffic away from Facebook to their web pages where they can see the CTA and act…. uhmm….well, act accordingly. It worked and still is viable, but much (if not the majority) of that traffic being redirected from your Facebook page stands the risk of failing to get captured.
With direct lead capturing, what happens is that you display ads that contain links which are actually forms that people get to fill out in order to receive a free offer. When people click on your ads, a form pops up right there on Facebook. Then people edit (if necessary) and submit their pre-filled info (which they had previously given Facebook) without being redirected to your website.
By submitting the form, people have expressed interest in your products/services, and have given you permission to follow up with them.
And that’s it! You have them! You can now follow up with them using the contact information they shared on the form, and working your way into convincing them to turn from prospects into buyers into loyal customers.
Pretty neat, huh? Literally takes away all the clunk that comes with leaving what they were doing to attend to you. These display ads are called Facebook lead ads, and they are absolutely effective for lead generation.
This display advertising format owes its popularity to the fact that it is responsive across multiple devices and is especially useful on mobile, given the number of people who use Facebook on their mobile phones and the length of time they spend on Facebook while on mobile phone. It is reported that an average user spends at least 50 minutes to 1 hour on Facebook mobile every single day.
So, now that you have them, what determines how you market to them to land sales?
Lead Capturing And Lead Nurturing On Facebook
David Skok, on his blog, categorized buyer behavior into 3 stages:
• Awareness (where a customer becomes aware of your product and its potential to meet a certain need);
• Consideration (where a customer begins to compare options available in the competitive landscape for fulfilling that need);
• Decision/purchase stage (where a customer seals a deal and buys your product).
The people you target on Facebook could be at any one of these stages, and so you can’t use the same type of lead capture techniques for all 3 stages of your leads funnel.
At Consulting Clientele, we tailor each Facebook leads ad to cater to the Consideration stage without sounding……you know, cocky. Why do we cater to the Consideration stage?
Particularly at the Consideration stage? This is where customers are not ready to buy yet but still have potential to turn into buyers. Lead nurturing takes place right there, and Facebook lead ads are particularly built for the lead nurturing stage.
Nobody jumps from being aware of your product/service to buying at the get go. They need to be convinced that your version of a product or service is the best option out there among so many. You convince them through the use of proof points (like reviews, testimonials, email newsletters) and free trials.
A talk with Consulting Clientele will convince you to let us help your marketing by keeping you from losing those promising leads to your competitors and actually converting them to sales.