Do you use social media to generate leads?

Question

Hi!, curious to know if any of you have used Instagram or Facebook Ads to generate leads?

If any of you have used FB Ads, I'd love to know how you have incorporated it in your lead generation process. And did it involve a Chatbot to help qualify the potential leads?

What were the results?

Nate Turner · Answer

@Vin Ochoa There are a number of ways that you can use either for generating leads. What Melissa shared is one option but it really depends on what you are trying to accomplish. Here are some thoughts from my experience.

Instagram has fewer ad formats and is highly visual so those ads are typically better for building an audience and generating awareness. If you decide to pursue Instagram ads, I would encourage you to invest in quality visuals and ideally a lighter ask rather than a hard sell.

Facebook has a lot of ad formats to choose from that can/should be tested to see which is most effective for the type of campaign you are running.

Webinars or Free Content Downloads - If you want to generate a higher volume of leads that are likely less qualified or colder leads, promoting a free content resource or educational webinar is typically pretty effective because you are providing them with value. It isn't a huge commitment on their part. If you have time to pound the phones or have a good email nurturing sequence in place, you can have success squeezing good opportunities out of the larger volume of leads.

Video Offer - If you have a quality video or a compelling offer, a video ad can be very effective. Be sure to keep it brief, have a clear CTA and include text/subtitles on your video since the majority of Facebook users watch videos without the sound enabled.

Lead Forms - Here you can use the lead form ad format that has the form on Facebook and prevents the users from having to leave Facebook to become a lead. Facebook likes this too so you can typically get cheaper CPCs when you keep users on the platform. Once you get the leads, you'll either need to download the CSV as Melissa mentioned or you'll need to have it wired up to connect to your systems to pass the lead through. I'd recommend this if you don't have a super-rich offer with a lot of content or don't have a website.

Image Ads - This is probably the most common ad format that will allow you to create the pitch or hook and then drive them to go to your site to see your compelling offer and then fill out a form or call you. Make sure you keep your targeting focused and make sure you have conversion pixels installed for any formats sending the leads to a website to make sure you can measure the performance. Feel free to DM me if you have any other questions or would like to discuss!

Melissa Ward · Answer

I think what you are looking to do is set up an "evergreen ad".  Meaning - you have a facebook ad that drives traffic to the web site, then you set up a retargeting ad that shows up only to people who clicked the first ad and did not take a desired action (fill out a contact form).  Usually ads need to be shown to people for a few days prior to them doing anything.  Facebook also has leads forms - where someone who is interested in your offer will click a button on facebook and their name and email address is saved in a CSV file.  You can download that file to connect with those people.

Angela Russo · Answer

@Vin Ochoa  Facebook ads can be very successful to generate leads, and I definitely agree with @Melissa Ward that retargeting can be effective. You need to make sure that your offer/content is valuable enough to get the first click, and then follow up quickly with leads! Chatbots can help, but getting on the phone right away is still the best way to go.

Jaron Walling · Answer

I'm a millennial and the increase in advertising on social media platforms drives me away. It started with Facebook (barely use it anymore) and now Instagram. I enjoy quality photography. I also understand it's the new forefront for advertising, but then I see random sponsored posts from "Rob Investorguru flexing next to his Lamborghini" mixed into my feed it drives me crazy.

Not all the advertisments are this way just expressing my opinion. All my friends agree.

Do you use social media to generate leads?

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