If you’re looking for actual people rather than just sending people to a sales page, then you will want to look into lead ads. They’re relatively new to the Facebook ad suite.
Lead ads specifically include a contact form that captures their contact information for you.
You can ask customized questions right in the ad.
When your ad has finished running, you can download your leads directly from your Facebook page. You can also connect the leads directly into certain Customer Resource Managers (CRMs) such as Salesforce.
Remember that when you advertise on Facebook, you also have the option to advertise on Instagram. When you do create an Instagram ad, make sure it’s very graphically intensive since that’s why people are on Instagram. You could also do a quick video detailing the value of what you’re offering.
Always Tell People What They’re Signing Up For
You want your message to be clear across the whole ad experience (video, call to action, promotional copy, etc.). What will they be getting in exchange for giving you their personal information?
Also, you will want to be sure that they know what will happen next. If they give you their phone number, you need to call them. If they give you their email address, then you will email them something.
Your time to follow up is a key metric in your success. Don’t let people forget who you are. So don’t run the ads if you’re super busy with the end of the month reports, or you’re going on vacation. You will want to be there to follow-up quickly.
You could use the questionnaire to find out when it’s most convenient for the lead as well. Then you know when to contact them.
Make sure you have a clear call to action. Don’t let people wonder what they should do next.
Don’t Ask Too Much
I used to be very involved in the email marketing space. One thing I learned was that the less information you ask, the higher your conversions. If you ask too much, people shy away wondering what you’re going to do with all that information.
What Can I Use Lead Ads For?
You can use them for just about everything. Facebook even suggests newsletter signups. Since I use aweber and Sendlane, I am hesitant about how easy it would be to import contacts from the Facebook download.
aweber specifically is known for being tough on email imports since they want to be sure you really do have permission to email them.
That being said, I’m going to be testing lead ads over the next few weeks to drive traffic to a squeeze page. Another name for squeeze page is lead capture page. I’ll be testing solo ads and regular traffic ads to the lead generation ads.
I’ll discuss it in my private Facebook mastermind group. It’s a low-cost subscription where I share with you what I’m doing and answer your questions. It’s a great community of people who help each other. If you’re interested, you can learn more here.