Lead Generation ads are a great tool in paid advertising on Facebook and Instagram for capturing user contact information that you can use for a specific purpose such as building your email list or generating leads for a specific item or collection of items.
In basic terms, it’s an ad campaign designed to have users submit the instant form attached to your ad that contains their contact information. As a general rule of thumb, the ad has an incentivizing hook to entice someone to respond. Even though there are several different options for what you can offer of value to the user, it’s important to remember that the hook is simply a loss leader designed to get people to submit their information. It’s not something that should be overly expensive or time-consuming for you as a business owner since this is a “freebie” offer to the customer.
A few examples of items or services to offer in your Lead Gen include:
- A discount code or coupon (one of the most popular options)
- Two strong examples that we’ve seen success with: $20 off a purchase of $100 or more, or 20% off of the total
- A small toy or low-cost item that you regularly carry in your inventory
- Examples that we’ve seen success with from our clients: assorted rubber ducks and pigs (offered both in-store and online to customers who provide their email) or a small game that is low-cost to the owner and enjoyable to the customer
- A low-cost item that you’d like to move out of your inventory
- Examples that we’ve seen success with from our clients: small seasonal decor pieces or a small accessory that had a limited supply in stock
- A pattern for needlework
- Free consultation for the service you provide
Set up your email service provider. Something to keep in mind when planning for a Lead Generation campaign is preparing ahead of time for the influx of leads that will be coming as a result of the ad. Make sure your email service provider is fully set up prior to launching your Lead Generation campaign. A few of the most popular options currently available are ConstantContact, MailChimp, and Klavio.
Be prepared for the leads. It’s vital that you begin the nurturing process immediately. Make sure you have your email marketing strategy in place as well as the dedicated time to communicate with your email list consistently prior to launching your Lead Generation campaign.
Act QUICKLY. It’s important to communicate with a new lead quickly after they submit their contact information. Many email service providers include easy-to-use automation tools in their services to make sure new leads are automatically imported into your list. There are also 3rd party tools such as Zapier that can be helpful. Otherwise, you can access your leads through Meta Business Suite. We suggest that if you’re importing leads manually, do so at least once a week to make sure the leads don’t have “cool-down” time.
Lastly, remember the objective of the ad is to receive contact information from the user. Most often, the user will not actively pursue the offer received for submitting the form. While it doesn’t hurt to remind the lead along the way that they have an unused discount available, the strength of the campaign is measured by the number of emails you receive from the ad, not by the number of people who act on the offer. It’s your responsibility to make sure that once you’ve collected the emails, you have a strong email funnel in place to start the nurturing process immediately!
What I Want You To Take Away From This Blog:
- Use lead gen ads to collect email addresses through social media
- Offer a freebie to collect emails from your audience
Okay, over to you…
Do you already know what you’re going to offer to have viewers submit their email address? Let us know in the comments below!