Lead generation accounts are not exciting and developing strategies can be annoying. Some of the interesting elements of a standard PPC campaign simply are not there. However, there are strategies for lead generation that open up some exciting possibilities. If you think this is all going to be a business-to-business format, you are mistaken. Facebook allows for some unique opportunities which create highly functional PPC strategies on social media.
You have to accept how Facebook has evolved before you begin. It is no longer a gossip center or an opinion rant platform. Facebook has become a very powerful marketing tool. Assuming that you have an idea of the type of people who are in your target market, you can target Facebook users for your funnel, and then make use of cross-channel attribution to fill up the funnel and grow a beneficial conversion or lead volume. Here’s how you can do it.
1. Take Advantage of Carousel Ads
You should tell a story about your product or brand with the use of carousel ads. These can be used to highlight different qualities of what you are trying to sell, and encourages engagement. The carousel ad can support as many as five images with a link, and that is an essential part of the lead generation. Facebook will tell you that carousel based link ads can have as much as a 50% lower cost per conversion than the single image link ads, and also on to 30% lower cost per click. Those are pretty impressive figures and make the carousel ad worth using.
2. Funnels Can Be Used to Tell a Story
The message isn’t grim tale, either. The funnel as a storybook involves guiding a prospective buyer down the sales funnel, maintaining a conversation about the product or brand along the way. Facebook suggests the best way to use storytelling is a three step process:
Step 1. Introduce the Brand to the Consumer
This is an introduction that tells a customer about the brand or product and doing some education about its value and benefit. It is all done before issuing a call to action. The emphasis is going to be on the message. You generate leads by using video ads or even carousel ads which will broadcast the message of the brand. The message does not have to be a hard sell at all. In fact, it is a good idea to go soft.
Step 2. Use a Little Teaser
As soon as the brand has been presented, it is time to show what the brand can do to benefit the customer. The advertisement which is used is going to provide a glimpse of what is offered, thus adding to the overall value. A suggestion is to use case studies or blog articles to get a customer excited about the offerings.
Step 3. Time for the Hook
You guessed it; this is the call to action part of the story. Like any happy ending, you’ll be bringing the story together and persuading people to do something such as shop a little, perhaps sign up for a newsletter, or learn even more about the products being offered by the brand. You proverbially seal the deal with the call to action. Carousel ads can be used that provide a sign-up or invitation to inquire about more information messages. These will help with lead generation.
3. Mobile Lead Ads
Facebook profiles will furnish the information necessary to build an email list as well as the other means so important to follow up on any leads. Included are information pieces such as name, email address, city, state, and zip code.
Right now the mobile lead ads for Facebook are still in development. You have to pay close attention to future events before you commit to them. In any case, lead generation can be done with follow-up calls sign up for newsletters and price estimates to be sent to the proper addresses. The way times are moving, with PPC being both social and mobile, you have to think a little bit outside the box. Facebook may be your most valuable means of developing lead generation.