Many companies rely on Facebook for their advertising because of the site’s capacity to generate leads. Due to its ability to increase new client acquisition, Facebook is an important element of marketing.
The process of producing leads on Facebook involves obtaining a deeper understanding of the target demographic and it works by utilising Facebook Ads. Marketers may leverage the information they acquire from prospects via Facebook lead generation to increase sales. Users click on the ad, fill in their information and then submit the form. Professional online marketing agencies like Page Potato help several businesses like Fuego and manage their Facebook campaign to attract new customers, find partnerships and boost the business.
If you’re doing this on your own, getting leads through Facebook might be difficult, especially if you’re just getting started with Facebook marketing. You might select the incorrect campaign aim, placement, or budget, or you could make more subtle errors that result in poor ad performance and wasted funds. So, before you start designing a Facebook lead generating campaign, make sure you prevent these common blunders:
Targeting the Wrong Audience
Every day, with over 2 billion active users, a large amount of content is shared on Facebook. Your ad can get lost if you do not aggressively target the correct demographic. It’s important to keep in mind that you’re not the only marketer on the site. You’d be competing not just with other marketers, but also with posts from your target audience’s relatives and friends.
Conduct demographic research on your target audience. Age, gender, ethnic origin, employment, education, lifestyle, class, buying patterns, jobs, and other factors should all be included in your demographic. Once you’ve researched your potential audience’s interests, it’ll be easier to develop advertising that caters to their unique demands.To gain a better knowledge of your target audience, you may utilise Facebook’s built-in audience analysis tool.
Landing Pages that aren’t Working or Optimised
The goal of many advertisers that use Facebook Ads is to get the attention of potential consumers. Advertisers, understandably, want consumers to spend time on the landing page. However, many landing pages are overly sluggish, making it difficult for consumers to traverse the website.
Something may be wrong with your landing page if customers arrive on your website but leave without doing the necessary action. You might have gotten the consumers attention with a terrific ad, and they clicked on it.
You’ve even attracted the consumer to your website and now it’s up to you to persuade them to join up, make a purchase, or participate in some other manner. In order for them to engage the way you want, make sure your landing page ticks these boxes:
- Quickly loads high-quality photos, videos, and designs.
- Is directly connected to the ad (don’t try any gimmicks – Facebook and the consumer become irritated).
- Have a clear call to action (buy, sign up, join) visible above the fold.
- Is clutter-free and simple to traverse since customers will leave if they can’t locate what they’re searching for.
- Should be focused and concentrated so as to not distract the consumer from the purpose of the ad.
Not Automating the after Signup Processes
Setting up your lead ad is one thing, but how will you handle the data you collect? Whether you have 10 or 100 leads, manually inputting data into another platform will not suffice. There’s much too much chance that data will be input improperly.
It’s also pointless to collect data on Facebook, download it, and then import it into your CRM system. This is time spent on activities that have no bearing on the customer experience.
Facebook works with CRM software like Salesforce and Airtable, allowing you to automate contact with new leads and improve process management. The objective is to keep consumers engaged, enthusiastic, and progressing along the customer journey seamlessly not a stop-and-go experience where information is delivered piecemeal.
Using the Wrong Type of Facebook Ad
For marketers, especially those who are just starting out, Facebook advertisements may be daunting. When you have over 1300 targeting choices, 15 objectives, and 6 major ad styles to select from, it’s simple to commit certain Facebook ad mistakes. You need to choose an ad kind that best matches your target demographic.
You may pick from a variety of ad formats on Facebook. However, you must be clear about your target audience in order to select the best option.
Here are some samples of the most common ad types:
Carousel (i.e. making use of multiple images or videos in one ad)
Multi-product advertisements, often known as carousel ads, allow you to display several pictures and/or videos in a single ad unit. When you have many goods to display, this ad style is quite handy. If you want to promote your ecommerce store, this is a fantastic option.
Dynamic product ads (DPA)
This ad type allows Facebook to target users based on their previous actions on your website. As long as you have the Facebook pixel appropriately placed in your ad manager, Facebook will handle the automation for you.
Utilizing canvas ads
Canvas advertisements are an interactive ad style that allows consumers to interact with them. Users may swipe through the photos in a carousel, rotate them, and even zoom them. The main disadvantage is that this ad type is limited to mobile devices.
This ad type may be used to promote the items that are sold on your website. This ad type makes it simple for visitors to explore and buy items on your website.
Only Using Ads in the Sales Funnel
Another common Facebook ad blunder is to use your ad just to market your items or services. This is similar to a salesperson that constantly pushes their goods in front of the customer’s face. Nobody loves a salesman like that.
It’s critical to utilise your Facebook advertisements to create a storey that your viewers can relate to if you want to be successful. It’s important to make this connection in order to produce conversion-ready leads.
Consider using success stories, benefits given, testimonials, industry recognitions, and other elements to create ads that generate trust. You may even enhance your Facebook posts to maximise the number of people who see them.
Not Optimising Headlines
Writing a bland ad headline is one of the most typical Facebook ad blunders marketers make. According to a research conducted by Columbia University computer scientists and the French International Institute, 59 percent of users just read the title of a Facebook post before deciding whether to share or like it.
Given that most consumers are inundated with almost 5000 advertisements and brand messages each day, you must ensure that your headlines genuinely capture their attention. People have a short attention span, so if your headline doesn’t grab their interest, they’ll probably disregard the rest of your ad content.
Use your headline to explain the benefits of your product. Your headline should clearly state what the user will get by clicking on your ad. Your title should be succinct and to-the-point. Facebook headlines with 40 characters or less generate 86% greater attention than those with more characters. According to studies, headlines featuring numbers also gain higher interest.
You can hire a professional marketing and advertising agency to get good content written that is specific to your product/ service.
Clear Value Proposition
When it comes to marketing your brand, one of the most crucial factors to consider is your value proposition. It might be damaging to your campaign if you ignore it. Your value proposition is what will persuade customers to do business with you or utilise your product over a competitor’s. It states plainly from the start what benefits you can provide to them.
Unfortunately, many businesses do not bother making their value proposition obvious in their Facebook Ad campaigns, or do not even know what it is. Examine your existing value proposition to see whether it answers the following questions:
- What distinguishes your offering from others?
- What is the nature of the product or service that your firm offers?
- What are the advantages of utilising it?
- For your product or service, who is your target customer?
A good value proposition is one that is easily understood in about 5 seconds, expresses all the benefits that a consumer will receive from acquiring and using your goods/services and explains how it outperforms the competition in the market. It should be easily comprehensible and unexaggerated so as to deliver an authentic and professional message to the consumer.
To be successful with your Facebook lead generation, you must go above and beyond to ensure that you connect with your target demographic. Use this as a checklist the next time you produce a lead ad to ensure that your ad and instant form deliver the appropriate message and are engaging enough for users. If you’ve been making (or have made) these blunders, don’t be too hard on yourself. It’s all part of the learning process. The most essential thing is to constantly adjust, pay attention to your outcomes, and do new things.
Shantanu is the founder and SEO expert of Page Potato, a digital marketing agency in Melbourne. Page Potato helps growing businesses boost their online visibility using smart end-to-end strategies including Facebook marketing solutions, lead generation campaigns etc.
Other than work, Shantanu also loves trying new recipes and spending lazy Sunday afternoons playing with his kitten, Smokey.