No matter what your industry, if you’re looking to connect with more prospects and generate more leads, there’s a good chance you can do it on Facebook. According to the Facebook Newsroom, there are 1.4 billion daily and 2.13 billion monthly active users on the network today — i.e., huge advertising potential for your brand. If Facebook is where your prospects are spending time, why not reach them with Facebook ads?
How To Use Facebook Ads To Generate Leads
In the 2017 Social Media Marketing Industry Report, 69 percent of marketers who spent as little as six hours a week on social media have been able to see lead generation benefits. This means there are real results available to you.
On Facebook, what are the best ways to optimize ads for lead generation? To help simplify this question, here’s a look at some tips for driving new leads through Facebook advertising. If you want to tap into the audience already surfing Facebook posts, here’s what to do.
- Craft headlines carefully. Your ad’s headline needs to be eye-catching and communicate a clear value proposition (why should someone click?). Bonus points go to headlines with words such as “free” or references to dollars in them. Likewise, you want to keep your headlines short: According to research from AdEspresso, the median length of effective headlines on Facebook is just five words long.
- Offer something for free. Give prospects a reason to click your ad and share their information, such as a free gift, and you instantly increase your chances that they will. Maybe you give them access to an e-book, a newsletter subscription, a coupon, an infographic or a video. If you’re not sure what would be a good freebie, think about common questions you receive or poll your customers about desires and goals.
- Run a contest. Contests are another great way to generate qualified leads because you’re offering the chance to win a prize. Make the prize obvious and prominent in your ad, so prospects notice it. Likewise, make the prize something that people who would be interested in your products or services would definitely want, such as a gift card to your business.
- Use interesting images, with people (when possible). When crafting ads for direct leads to your site, there are a few best practices to keep in mind. Pictures that include people tend to get more attention — particularly relatable, smiling females or babies, according to Wishpond. Likewise, users respond well to simple images that aren’t hard to understand.
- Send visitors to custom landing pages. Don’t run Facebook ads that point to your business’s home page. Rather, craft a landing page that is customized to be 100 percent relevant to your ad. If you’re running an ad about a free e-book, for example, craft a landing page that talks about the book, explains its benefits, has a video promo and asks visitors to input their email addresses to download it for free. This targeted content is much more likely to draw leads.
- Target your ads. Last but not least, target your Facebook ads to specific audiences, using the different filters Facebook provides for demographics, interests and behaviors. This is where knowing your target audience is so valuable — you can market your ads to users who like certain books, attend certain events and/or follow certain influencers that relate to your business. Likewise, you can exclude those users who already like your brand, such as Buffer did in a $5/day campaign that generated one click per day to its landing page. This helps you narrow your audience to reach a smaller, more specialized group.
In an age where most Facebook users log in multiple times a day, there is a lot of potential for reaching clients with your message. To make the most of Facebook advertising to attract new leads to your business, follow the tips above!
Author bio: Shanna Mallon is a copywriter for Straight North, a Chicago-based Internet marketing agency that specializes in B2B SEO, PPC, email marketing and web design. She’s also been a freelance writer since 2007.