Strategies for Quality Leads on Facebook | Digital Planet London

Strategies to Generate Quality Leads from Facebook

If your business is online, chances are you are looking to generate more leads for your business. Generating leads is big business, and it could cost you upwards of $40 per quality lead. Instead of paying that hefty amount, how about you lead generation from Facebook?

There are several ways that you can generate quality leads. In this article, I will discuss 4 of the best lead generation practices and 10 ways to ensure that your ads garner the maximum engagement with people.


How to Increase your Facebook Ad’s Click-Through-Rate

  1. Image best practices:
  • It is best to include a person. People seem to relate to pictures of smiling women more than any other pictures.
  • If not that, the second most likable and successful ad images are those of babies and animals (simultaneously).
  • Use an odd, quirky, or funny image to test audience reception. Such pictures make social media users do a double-take, and they are likely to stay on and engage with the ad.
  • Keep it as simple as possible. Do not overwhelm your image text and graphics. You need something understandable and clickable at first glance.
  1. Headline Best Practice:
  • Research shows that percentage and dollar signs, the word “Free,” and your business Logo (if it’s well known) will attract the attention of your target audience on Facebook.
  • Just as with images, keep it simple. Make your headline readable and eye-catchy. Let it communicate value in the fewest words possible. Let the users learn of the details after clicking.
  1. Colour and Detail Best Practice:
  • Don’t use the colours blue or white.  These colors blend into the Facebook colour scheme, and it won’t stand out to users.
  • Use bright colours such as orange, green, and red: These are likely to be eye-catchy.
  • In the instance the picture you want to use or your logo is blue or white, surround it with a colourful border.

The smallest details can have the most effect on your Facebook Ad’s click-through-rate. Pay attention to the colour, the borders, the shadows, the image, the texts, etc.

Once your ads are getting clicks, then you can employ solid strategies that will result in a conversion.


Using a Lead-Generating Landing Page

One of the best ways to generate quality leads is by sending the traffic from the ads to a landing page that is optimized for lead generation. This method, if nurtured and properly managed, is extremely effective in converting to a final scale.

There are two main lead generation strategies for generating leads from a Facebook ad and a landing page combination.

#1. Contest

Contests are a Facebook user’s favourite, and they should be yours too. For them to work, you must intelligently optimize them and incentivize them with the right kind of price. If done correctly, they can generate a qualified lead that is likely to convert further down the sales funnel.

Here are strategies to help you optimize your contest:

  1. Design a Facebook Ad where the prize is bold, front, and centre. Include the word ‘FREE,’ dollar signs, and percentage signs, etc., as required.
  2. Target your ad specifically at an audience likely to click on it (read on to understand this better).
  3. Make the prize valuable enough that people click on it, but not so valuable that the reward isn’t worth it. Gift cards are probably the most practical gift as they will sift out only people interested in your business, and these people will engage with the ad.
  4. Create a landing page centered in the contest. Here, you can request the participants to provide their contact information such as email addresses (lead information) to participate.
  5. Keep the Facebook ad and contest running for 2-4 weeks before you choose and announce the winner at random.

#2. Email Gating

If you already create valuable content online (and I’m guessing you do), you can email-gate Facebook users to generate more leads. This content could be case studies, e-books, how-to guides, a white-paper, etc. Any content that can be of real value or can be used to influence people’s thoughts and habits can be leveraged.

Email-gating is asking an internet user (a visitor to your website or landing page) for their email address before allowing them to gain access to any of the content mentioned above.


Lead generation strategies with email-gating, landing page, and Facebook Ads.

  1. Write some reasonably lengthy content. Make sure they are well researched to ensure they are of value to users.
  2. Compile the content into an eBook in PDF format. Upload the file to your website.
  3. Create a Facebook Ad directed to people who might be interested in the content.
  4. Drive the traffic from the ad to your website’s landing page. Request an email address upon an attempt to access the content.
  5. Segment the leads from this e-mail gating strategy. This will increase the efficiency of your marketing emails in the future.


Targeting an Audience

Facebook Ad targeting is an essential part of the lead gathering. It makes the ad ROI feasible and, overall, a good investment. This kind of targeting can be ridiculously specific – it can target users down to a particular age group or even people who recently sold/bought furniture. Intelligent Facebook Ad targeting can earn you click-through-rates of around .1% (about what you get with a Google Ad side-bar ad).

There are many ways to target your Facebook Ads, but the two most effective for lead generation are;

#1. Target by lookalike audience

If you are unfamiliar with this concept, let me explain it to you.

Lookalike audiences (only available with the Chrome plugin Power Editor or third party Facebook Ad platforms) take your imported list of previous customers and finds Facebook users similar to them. Thus, your ads will be targeted not only at your already existing audience (custom audience) but at Facebook users who share identical aspects to your existing audience in terms of similar interests, categories, or demographics.

You can do it yourself;

  • Import a list of current customers and leads, or CRM to your import it into your Facebook Ads tool. This is how you create a custom audience.
  • Highlight the custom audience. Then, click ‘create a similar audience.’ By doing this, you have matched the characteristics of your custom audience with a pool of Facebook users who were previously unfamiliar with your business. These people can be used for lead generation.
  • Then, you can create a contest or an email-gating strategy for this newly acquired audience.

There are two main reasons why lookalike audience targeting substantially increases the return you get on Facebook Ads;

  1. a) You only target a small group of very specific users (this lowers your Cost-per-Click or Cost-per-Impression significantly).
  2. b) The high click-through-rates per 1000 views mean more conversions for every dollar spent.

#2. Target by Precise and Broad Category Interest

Another strategy for Facebook Ad targeting is by Interest and Category. It works by dividing and ‘observing’ Facebook users based on their stated Interests, Likes, and changes on their timeline or in their profile. By dividing them into these segments, you can then target them with a Facebook Ad.

Here’s an example:

For instance, you have decided to promote an email-gated eBook as a lead generation strategy.

Precise Interest Targeting might look like this:

The Math: c
– Let’s say your ad budget is 30 dollars per day, and paying by impression, will result in about 50 clicks on your Facebook Ad.

  • Driving this traffic to an optimized landing page that is converting at 20% will translate into 10 leads a day.
  • This brings to $3 per qualified lead, around a 20th, the cost of outsourcing your lead generation.

Hypothetically, you are a small but steadily growing baby clothes company, and you are running an online contest to generate some talk around your company online. You decide to give away your products, valued at $200.

If you are a conventional business, target demographically by region as well as by gender. Then, target by broad category interest.

Broad Category Interest Targeting could look like this:

Because Facebook ads can get quite specific, you could also decide to throw in some toys to target parents with children between the ages of 1 to 10.

Both interest targeting strategies ensure that your ad is only seen by an audience likely to click on it.

Note: This is important because, if your ad is only seen by people who have no interest in your product, people who aren’t likely to click on the ad, you have wasted money. Remember that any time somebody sees your ad who isn’t likely to click on it, you’re wasting money. Facebook calculates your ad cost by the number of people who see it. Targeting makes sure those people are the right audience.

Bottom Line:

I hope that this article gave you ideas on how to generate quality leads from Facebook. They are extremely easy concepts to master, and they can save you a lot of money and make you even more!