Facebook Lead Generation capability is a big part of why so many businesses rely on the social platform for their advertising. And they’re right, Facebook ads have the potential to boost new customer acquisition.
But Facebook ads can sometimes feel like a gamble, especially in the early days when you’re just starting out.
You might choose the wrong campaign objective, placement, budget, or you might even fall victim to more subtle mistakes that result in poor ad performance and wasted money.
We’ve found six mistakes that contribute to poor Facebook lead generation. Not addressing them will consistently hurt your entire ad campaign.
The good news is they’re easy to fix.
Discover the most common mistakes marketers make and how to fix them so that your Facebook lead generation ads get the results you expect!
Mistake #1: Not Including the Right Instant Form Fields for Lead Capture
Publishing a lead generation ad is only the first step in growing your customer base. The next step is nurturing your new leads so that they eventually buy something. But in order to learn more about your new leads and nurture them, you need data.
With an instant form, you can collect anything from emails to phone numbers to customer opinions. But if you don’t think ahead to how you want to use the data you collect, you’ll have a hard time turning that data into something useful.
For example, let’s say you offer free quotes to your audience; it’s not enough to just ask for a name and email address. Your quote needs to be customized to each lead’s needs and give you an idea of how close they are to buying something.
In this Land Rover example, the second page of the instant form asks people when they plan to purchase:
How to fix this issue
Instead of using a standard format of instant form fields, customize the form to include fields directly related to the product or service you’re offering.
You can then use the information you collect to improve customer experience and cater to their needs.
So if your lead ad is for consultation services, include an appointment scheduling field vs. a free text field asking for the lead’s availability (it only works on mobile tho).
This approach reduces manual work for customers and is quicker for them to complete. This approach also improves their chances of following through.
Mistake #2: Not Automating Follow-up Processes After Signup
It’s one thing to set up your lead ad, but how do you plan to manage the data you collect?
It doesn’t matter if you got 10 leads or 100, manually entering data into another platform just doesn’t cut it. There’s too much potential for information to be entered incorrectly.
It also doesn’t make sense for you to capture data on Facebook, download it, then upload it to your CRM system. This is time spent on tasks that don’t add any value to the customer experience.
Simply put, “ low-value activities keep you busy and stop you from getting real work done. Make time for work that matters.”
How to fix this issue
The good news is that Facebook lets you sync with CRM products like Salesforce and Airtable to automate communication with new leads and manage processes better.
The goal here is to keep customers engaged, excited, and moving smoothly along the customer journey — not a stop-and-go experience where you deliver information to them piecemeal.
To get started, choose from Facebook’s list of CRM tools.
For example, if you choose MailChimp once new contact information is received, it’s automatically added to a segmented list in your account and a targeted drip email campaign begins.
This way you have the flexibility to customize your email campaigns as much as needed and nurture new leads. This beats trying to remember when to send emails manually and to whom.
For those of you who use AdEspresso, you have the same feature built right into your account. The Data Sync tool can be found under Tools> Data Sync in your AdEspresso Dashboard.
AdEspresso not only includes the ability to sync leads into your CRM as we saw above, but it can also sync leads from your CRM into a Facebook or Google retargeting audience.
This means you can create audiences for two of the top advertising platforms all in one place.
Mistake #3: Using Instant Forms for Only One Purpose
With lead generation, it’s easy to focus on collecting emails to grow your email list.
However, Facebook lead generation ads can actually be used in three ways:
- Email signup, which is great for email list growth and newsletter sign up
- Inquiry forms can be used to learn about an audience and to find out their preferences and interests
- Special offers and promotions, are great to get people interested in your brand and to buy by offering an immediate reward
The goal with most lead generation ads is to get an email address. But as you can see, there’s more than one way to do that and still get the insights you need.
How to fix this issue
Be clear on your goal for your lead ad campaign.
Think about your campaign objective. Do you only want to grow your email list to communicate with leads more directly or do you want to offer access to a specific product or service?
Let’s say you want to promote a webinar that will introduce a new product or service you offer and will get you in front of your target audience. Use email signup in your instant form so that you can remind leads to purchase something after the webinar.
Here’s an example of how this might work. Here’s an ad from the company Quip:
Once leads submit their contact information, they receive emails, like the one below, that remind them of what the webinar’s about and offer a live demo of Quip:
With this approach, instead of asking for an email address and calling it a day, you’re able to remind leads of the value you offer, share something for free, and include an option to upsell them.
Mistake #4: Not Considering User Experience Across Multiple Devices
Some of the features available on instant forms are innovative, which help you connect with leads in unique ways:
Not considering the devices your audience uses reduces the effectiveness of your lead ads, if people can’t engage properly or don’t see your ad because they’re not on mobile.
How to fix this issue
Before you create your lead ad, think about who you’re targeting and where your audience spends the most time.
If your audience is primarily millennials — who spend almost four hours a day on their phones — your lead ads should cater to mobile devices and use compatible features.
Mistake #5: Not Including an Intro Section
All lead generation ads give you the option to include an intro section within your ad.
What’s great about an intro section is it gives you a chance to give leads a quick summary of your product or service and what to expect.
The intro also serves to get leads excited and primed to keep reading — and eventually follow through and buy.
Not including an intro is a missed opportunity because you will give up the option to:
- Add a catchy headline and offer a hook to get users curious.
- Include a custom image, different from the main one in the lead ad. This is another way to catch users attention.
- Add a short paragraph or bullet points to quickly inform leads.
How to fix this issue
You likely spend a lot of time coming up with the perfect Facebook ads to get people to click on them. To avoid people clicking away from the instant form before submitting their information, add an intro section so that people immediately know exactly what you’re offering.
For example, if you’re advertising a new newsletter, list the highlights of the content you send subscribers:
If your ad is meant to promote a new product, use the intro section of your instant form to list some of the features customers have asked for.
Or call out a common pain point and list a few short reviews of what customers have said.
Mistake #6: Instant Form CTA Is an Afterthought
Your lead ad has eight CTAs to choose from:
- Apply Now
- Book Now
- Get Offer
- Get Quote
- Learn More
- Sign Up
Based on adespresso research analyzing over 700,000 Facebook ads, they found that the top five CTAs in 2018 are: Learn More, None, Shop Now, Sign Up, and Book Travel:
These CTAs work to get people who see your ads to click to complete an action.
What’s great about instant form CTAs is you can customize them — you’re not limited to only the CTAs from your ad.
To create your unique CTA, just go to the Thank You screen section of your instant form settings and update the “Button Text” field.
With all of the work that goes into creating an ad, you do it a disservice when the CTA is an afterthought and doesn’t connect with the goal of the ad.
By attaching a clear CTA to each new content piece, you’re ensuring the content fits into your overall marketing plan, helping you to build a larger audience and convert more into clients.
How to fix this issue
A good rule of thumb when crafting your CTA is to make it clear to leads what they’re getting.
Instead of using a standard, “Click Here” CTA, your instant form CTA should be action-oriented and specific.
Look at this example:
The CTA is clear and gets to the point.
For your instant form, test different CTAs to find the one with the highest click-through rate (CTR).
Making Your Facebook Lead Generation Ads Work for You
There you have it, six common mistakes you may be making and might not be aware of.
Here they are again:
- Mistake #1: Not Including the Right Instant Form Fields for Lead Capture
- Mistake #2: Not Automating Follow-up Processes After Signup
- Mistake #3: Using Instant Forms for Only One Purpose
- Mistake #4: Not Considering User Experience Across Multiple Devices
- Mistake #5: Not Including an Intro Section
- Mistake #6: Instant Form CTA Is an Afterthought
The next time you create a lead ad, use this list as a sort of checklist to make sure that your ad and instant form convey the right message and are engaging enough for users.
And if you want more… just click on the button below!
To claim a free strategy session.
DON’T WANT ALL THE HEADACHES OF MANAGING YOUR FACEBOOK ADS ACCOUNT?
WARNING: Before you claim your free strategy session you must understand that this is only for people serious about rapidly growing their profits and have at least $2000 per month to spend on Facebook ads.
Our goal is to maximize your sales.
And to do that we need to grab your customers’ attention, delve into their emotions and trigger those deep psychological
triggers that make them want to BUY.
If the idea of that makes you squeamish then you should close this page and get on with your day. But if you are ready to kick your business into overdrive and skyrocket your profits…
Our Head of Growth, Chris Anthony, will share his secret strategies for effective lead generation on Facebook. The appointment is for 30mins.
Before you know it, Facebook lead ads will be less confusing because you’ve figured out exactly what factors work for your audience.
That’s all, folks! Stay safe out there! 🙂