Integrating Facebook ads into your lead capture strategy is a good way to boost traffic and capture emails on your website. As well, Facebook ads are a great way to attract the specific type of potential new customer to your product landing page.
Why Use Facebook Ads
Landing pages have a hard time attracting visitors on their own. Their minimal content doesn’t bring them a lot of traffic from search engines. You need to direct users to them. However, landing pages don’t really need additional content.
Many landing pages are often sparse. Minimal copy is used to maximum the effect. Facebook ads fill in the traffic gap by being at the front line of communication.
Ads typically attract while landing pages convert. This is exactly why Facebook ads should be used to boost conversion and lead capture for your site. Many businesses use the power of ads to their advantage to build traffic to their landing pages.
Whether your lead magnets are free courses, coupons, promotions or offers, ads draw users in and entice them to act. You want visitors to fill out your form and give you their email address, and you get a lead.
As a customer acquisition tool, Facebook ads give you more control than other types of ads. With the Facebook Ads Manager, you can:
- Track conversions
- Specify fine-detailed demographics
- Create visuals or videos
To use Facebook ads as an effective lead capture tool, you have to start by learning how many leads you’re already generating. Facebook Ads Manager has a handy tool to track conversions – the Facebook pixel.
A Facebook pixel provides you with a significant amount of data on your conversions. As soon as someone visits your site (whether they are on a mobile phone, desktop, tablets, or otherwise), you can track their subsequent actions and deliver tailored ads them. Facebook pixels gives you the ability to:
- Optimize Ads – When used in combination with the Optimize for Website Conversions option, Facebook will target the users your ads are most likely to convert. Even people who did not convert (but visited the landing page) can be selected for re-targeting again.
- Monitor spending – You can monitor your campaign’s impact and alter spending accordingly with the pixel’s measurement options. The measurement option calculates the number of conversions and the cost per acquisition.
Creating the pixel is easy. Inside Ads manager, you go to Tools, click Create a Pixel, and View Pixel Code. To place the add on your site, you copy and paste the code into your website (by inserting it into <head></head> of your site’s HTML). Once installed, the pixel will monitor all kinds of customer conversions such as leads, cart items, and checkouts.
How to Design an Effective Facebook Ad
It’s obvious that ad copy should capture and pull in the audience. What’s not always obvious is how to design an ad that peaks curiosity.
When writing headlines, show people what your offer will do for them. Users don’t want a bunch of facts; they want action. Don’t give them a laundry list of rules to follow for dieting and losing weight.
Instead, tell them what benefits your product will bring them, e.g., better health, slimmer figure, healthier eating habits. Although you may be selling, it’s the customer who has the final say whether or not they buy in.
Using the same action principle, give your audience incentives to take your offer. Give them a deadline to register or sign up to take part in your exclusive offer. Highlight that your offer is free and available right now! Instant gratification keeps the audience engaged and more likely to stay instead of moving on to the competition.
Hallmarks of good ad design include:
- Faces – Faces draw attention. It has been found in research, that people love faces and will search for them in seemingly random places (clouds, the moon, burnt tortillas). You can capitalize on this by incorporating a simple human face into your ads. Viewers have the strongest response when there is a close-up face with the eyes looking directly at the viewer.
- Color psychology – Colors are an important part of advertising as colors have profound effects on the human mind. While’s there no one-size-fits- all approach to applying color in your ads, you should try to be cognizant of:
- Your product – What is the philosophy behind your brand? What does your product invoke?
- The competition – What are the predominate colors in your competitors’ ads? Decide if you want to follow a similar pattern (play it safe) or shake things up with a bolder (or more subdued scheme.)
- The response – Individual colors aren’t always as important as who is seeing the color. Find what ideals or traits resonate with the audience and use the appropriate colors.
Target Your Ads
Don’t let the design work go to waste on an uninterested audience. Your target demographic is the group the has the most need for your product or service. Sticking with the weight loss and fitness theme, think about the audience that wants to get in shape.
Facebook has a whole category for fitness and wellness that you can use to narrow down your audience. If you have a very specific target, target an audience by a geographic radius that is only a few miles wide, political leaning (e.g. liberal or very liberal), or even the size of their apartments.
If you have found that your existing converts are of a particular demographic, Facebook has an abundance of options. If you don’t know your exact target audience, test your demographic groups to find where you’re getting the best cost for conversion.
Are particular ages, genders, income groups, or interests of the audience likelier to convert? Run a split test and find out. Create ads for the most viable group and compare the ads to one another to see which approach is best at reaching your audience.
Just like the end of a courtship, capturing a lead doesn’t mean you are done. You now have to keep your new lead, prevent them from going astray and work to build the relationship. To turn your lead into an actual customer, you need to practice lead nurturing.
Whether you push hard for a sale (or prod gently), the sale is dependent on the nature of the product. Cheap products are likely bought and sold in a high volume fast. Pricier products will tend to take more time to sell. In the meantime, keep the conversation going. Facebook ads are as good of a tool for lead nurturing as they are for lead generation.
With the audiences you’ve set up, you can task Facebook ads to automatically target certain segments of the audience. Determine the status of leads (new leads or long-time non-converts) and target them using tactics such as drip campaigns, updates, and follow-ups.
Remember – they know you, and you know them, so make it personal. Address why they originally became a lead and push relevant content to them.
Integrate Facebook ads into your marketing strategy and make getting leads a little bit easier. Harness the flexibility, massive user base and targeting options of Facebook ads to boost your lead generation campaigns.