Thirteen ways to improve your Facebook lead-generation initiatives

As with many things in life, quality trumps quantity. The old adage holds true when it comes to Facebook lead-generation. You can have a ton of people enter your sales pipeline, but if these leads don’t turn into paying customers, you’re left with nothing to show for your sales pipeline.

Facebook lead ads is a great way to generate substantial lead volumes, and additionally, the ad medium enables you to further qualify your leads, thus improving the overall quality of the prospects entering your pipeline. Here are the top 13 ways you can maximize your opportunities with Facebook:


1. Constantly improve your ad copy

The primary purpose of your ad copy is to entice users to be interested enough to click through. The advert itself is the first point of contact. It is crucial to make optimizations at this step to ensure that high-quality leads are generated.

Striking a balance between not turning off valuable potential leads while discouraging Facebook users from clicking out of random curiosity can be considered an art form. Using straightforward language in call-to-actions like “Book a call now” for a sales call or “Download” for a PDF guide uses unequivocal language. Using something a bit vague like “Learn More” might get you more clicks, but the quality might also suffer.


2. Pre-qualify leads using your FB lead forms

You can improve the quality of leads coming in through Facebook lead forms by adding relevant qualifying questions. Doing this will also significantly impact the quality of leads you can get through Facebook lead ads.

It is important to note that Facebook lead forms are different from the lead forms you have on your website. It is common for marketers to refrain from adding questions and pages to their lead forms out of fear of increasing their cost per lead. While this is often true of website forms, this is not the case with Facebook. 

As it stands, Facebook’s algorithm is great at optimizing for the action you set, which is lead form submissions. In this instance, the cost per lead doesn’t increase too much, but Facebook will seek out higher quality lead submissions by default. Behaviorally, in creating the difficulty level of the form submission enables you to set apart the genuinely interested, higher quality leads from the lower quality ones. 


3. Exclude previous leads

Chances are, if your lead has already signed up from a previous campaign, you might want to exclude them from succeeding campaigns for two reasons: 1. To avoid wasted ad spend, or 2. Avoid possibly annoying the lead with duplicate messages. 

There are two ways of accomplishing this:

  1. Toggle Facebook’s engagement audiences to off. This will exclude them from being retargeted by other ad sets.
  2. Use a custom audience automation tool to keep lead submissions and other segments synced between your CRM and Facebook. Doing this ensures that your data on leads, customers, and the like are updated and can be used for sequential messaging to convert more leads in the future.


4. Keep your campaigns in top shape

It is crucial to avoid falling into the trap of having a one-size-fits-all approach to maintaining ad sets. Constantly tracking and optimizing your ad sets as more data leads to relevant insights concerning the quality of your leads. 

The bottom line question here is: Does one Facebook ‘Audience’ yield better quality leads than the other?

By tracking ad sets and ads to the conversion activity, you can discern this. Additionally, you can set up a timely feedback loop based on an ‘upstream signal’. For example, what percentage of Audience A booked an exploration call within two weeks versus Audience B?


5. Use the greeting message to convey a specific intention

The Facebook greeting can be used to ensure the user knows the purpose of completing the lead form. Users may be randomly clicking in their feeds, but using the Greeting message in a very focused and specific way can be used to remind users of the real intent of the ad.

If your lead generation strategy involves calling all leads, a message on the context card should read, “Please leave a valid telephone number.” In doing so, users with little to no conversion intent who do not want to be contacted will be less likely to submit their info.


6. Target lookalike audiences of quality leads 

You cannot underscore the power of using lookalike audiences on Facebook enough. Optimizing your audience increases the relevance of your ads, thereby reducing the cost per qualified lead. Furthermore, you can segment the leads you generate into high-quality leads and then use this as the ‘custom audience’ within Facebook to base your Lookalike audience. Lookalike audiences will enable you to reach more people similar to your best leads.


7. Validate leads before sending them to your CRM

Having a lead land in your inbox without a trace of where they came from or what campaign led them there is frustrating and leads to no conclusive data as to what initiatives are working or note, assuming you are running many at once. 

By syncing Facebook leads to your CRM, you can quickly identify which campaigns delivered that led to you in the first place. Additionally, you might even have the option to use lead validation and cleansing to block invalid leads from entering your CRM database. 


8. Provide an exchange of value

Make sure you offer a clear exchange of value. Asking your leads for contact details should result in them receiving something of value in return.

As is the case with Facebook Lead Ads, people need to know what they are signing up for and what they can expect to get in return for giving away their personal information. A clear and concise ad title, copy, call to action button should all communicate the offer’s value and indicate the next steps.


9. Supply multiple options in your lead forms

You can segregate leads who are not currently in the market for your products or services (but maybe sometime in the future) from those who already are by simply providing two variations of your offer. 

For example, you can use a lead form with a radio button selection for “I’d like to book a call” versus “I’d like to receive more information through a brochure” will offer insight into what stage they are at in their buyer’s journey. Knowing what stage they are in will help you prioritize leads closer to the bottom of the sales funnel and more likely to convert soon versus those who need more nurturing to convince. 


10. Be timely in following up on your leads

Don’t let your leads get cold out of waiting. When it comes to following up on your Facebook leads, research shows that a significant portion of sales goes to the vendor who responds most promptly. For example, a lead response management study found that your chances of landing a sale are 100x better if you follow up within the first 5 minutes instead of 30 minutes. 

If you don’t want to miss great lead opportunities, ensure your team receives instant, real-time notifications when a Facebook lead is generated. Keeping your lead-generation channels and your CRM synced is the best way to ensure that sales follow-up can be conducted as soon as possible.


11. Think about the customer lifecycle stage

Social advertising differs from search advertising in that not everyone in your audience will be actively looking for your product and services at all times. Understanding how to trigger action and guiding your leads to the next stage of their buyer’s journey will determine your success in running your paid social campaign.

You can do several things to ensure that existing leads are nurtured and turned into ‘warmer’ leads who are more likely to become paying customers. For example, starting with Facebook video ads for brand awareness and then using a Facebook Lead Ads campaign to retarget relatively ‘warmer’ leads will yield better conversion results than a cold lead. 


12. Track sales to offline conversions

Warmer, high-quality leads are more likely to convert into paying customers. Using data to glean insights can help you measure what proportion of your leads turn into paying customers, enabling you to optimize your campaigns for lead quality.

The ability to use multiple online and offline channels that are synced within your CRM can help you track the leads you generate through an offline sale. For example, plugging in your offline promotions like coupon redemptions within your CRM will enable you to optimize your campaigns for lead quality based on actual sales generated.


13. Don’t forget to monitor the comments

Like other Facebook ads, lead ads can be liked, shared, and even commented on by users. The social platform expects advertisers to uphold a standard of customer responsiveness, expecting ad engagement to be monitored and closely managed always. Make it a point to respond to comments in a manner that stays true to your brand.