Why Facebook Lead Generation with Facebook Lead Ads
Friction is what makes your skin break break on the gravel, and a lower resistance of friction causes a hockey puck to slide smoothly across the ice.
In business, friction is everything between the awareness of an offer to the point of sale.
When it comes to Lead Generation, you must reduce the amount of friction from viewing an offer and submitting a form.
Friction includes (but isn't limited to) the following:
- A poor offer
- A long form
- Uninspiring copy
- Confusing Landing Page
- Long Web Load Time
- Internet Speeds
- Going to a New Page
With Facebook Lead Ads, you can reduce friction tremendously.
One of the most amazing aspects of Facebook Lead Ads is it's user experience.
Any form, traditionally, requests that a user inputs his or her name and email, along with any other requested information requested by the form host.
With Facebook Lead Ads, most form fields are automatically filled with users only having to click the "Submit" button.
How to Set Up Facebook Lead Ads
- To set up a Facebook Lead Ad, you will need to "Create a New Ad" within the Facebook Ad Manager. Then you will be asked to select a Campaign Objective.
- In order to use Facebook Lead Ads, you need to select "Lead generation" in the Consideration Column.
- After naming your Campaign, you will then create an audience and set your budget. This is known as your Ad Set. (Note: Facebook Lead Ads Placements are limited to Facebook Feeds, Articles, and Stories, as well as Instagram Feed and Stories.)
- Create your Ad. This is the text, headline, images/videos used, Call To Action, and copy. You may want to connect your Facebook Pixel to track who is landing on your website after completing the form.
- Create a New Form.
- Select the Form Type. You can choose the options, "More Volume" or "Higher Intent." Note that the Higher Intent option is only available for Facebook Mobile and will add a step requesting subscribers to review their information before submitting.
- Edit the Intro of the Form by choosing the image shown and the copy used to remind the user what he or she is signing up for as well as the benefits. This can be done either in paragraph form or as bullet points.
- Select the Form Questions that will be shown in the Lead Form. (Note: Consider the lead's "warmth" status. If they are a cold lead, a short form may be better. A hot lead, however, may fill out more information, giving you more insight to your buyers as well as their needs.)
- Thank your subscribers for signing up. This is also an opportunity to direct them to your website or link your phone number to call you directly.
- Finish your Form to make it Live
- After reviewing your ad and noting everything is in place, confirm your ad to make it go live!
How to View Facebook Lead Ad Form Submissions
The drawback to Facebook Lead Ads is the difficulty to access the form submissions. After all, Facebook is, overall, a Social Media platform, not a CRM.
- To access the submissions, first go to Your Facebook Page that is linked with the form you want to access and click "Publishing Tools"
- On the left column, look for the "Lead Ads Forms" selection and click "Forms Library."
- In the main column, you will then see a list of your forms. To get access to your Leads, select "Downloads"under the Leads Column. (Note, leads are available for download for up to 90 days from the time they are submitted by a user. After that, you no longer have access to them.)
- Select if you want to download the newest leads since your last download, or download leads by a Date Range.
- Under the "Download Link" column, select if you want to download as a CSV or XLS file. You will then be able to access the Leads in a spreadsheet viewing software.
That's a lot of work just to get access to your leads, especially if you are wanting to get to them quickly, which is an important key to increasing the likelihood of closing a Lead.
Because of this, this is why I recommend integrating your CRM with Facebook Lead Ads.
Integrating Facebook Lead Ads
By integrating Facebook Lead Ads with your CRM, you can set up email automations to follow up with Leads, or implement it in your Lead Follow-Up Systems.
There are hundreds of CRMs that integrate with Facebook.
In this example, I'll be showing how to integrate with Mailchimp, though the setup is similar across most CRMs.
- In the "Publishing Tools" tab, click "Leads Setup."
- In the main column, type the CRM you wish to integrate with Facebook Ad Lead Forms in the search bar.
- Select the CRM from the list and click "Connect."
- Once connected, select the Lead Ad Form you wish to connect.
- After selecting your Lead Ad From, select the Mailing List you wish to connect and match the Facebook Ad Lead Form to the corresponding Fields.
- Once each form field is linked, click "Save Form."
Congratulations! You've set up your Facebook Lead Ad Form and integrated it with your CRM!
One Final Note
Generating leads is the easy part, and getting them at a lower cost just takes some testing.
What matters most is following up with your leads and closing them.
An effective way to know how many leads you need to get a customer is to use an SLA or Service Level Agreement.
An SLA is a document that helps you determine how many Visitors you need to get a Lead, a Lead to an Opportunity, and an Opportunity to a Customer.
There's a lot of math involved with it, but I've created a Google Spreadsheet for you to quickly determine your SLA!
If you wanted it, just fill out the information below and I'll shoot it your way!