New Tools and Best Practices for Facebook Lead Gen Forms: –
- Facebook lead generation forms can produce quality leads when done right.
- Here are the latest updates and best practices that they should know about.
- Facebook Lead Generation Forms (LGFs) have been a powerful tool for direct response marketers.
- Facebook marketers could harness the power of the platform’s almost limitless targeting capabilities without driving traffic to a website.
- Create a simple form and have potential customers fill in their information in the app, even using Facebook account details as a pre-fill.
- Lead Gen Forms have arrived and addressed two of the biggest challenges social marketers face when driving lower-funnel goals on Facebook: dropping traffic and landing page conversion rates.
- By making the experience as automatic and frictionless as possible, lead generation forms could easily become a source of junk leads.
- As a result, these potential customers developed a bad reputation, in some cases.
- While some advertisers may be reluctant to try this valuable tactic, lead quality has vastly improved thanks to recent updates on how lead generation forms are tracked and optimized.
Here are the latest advancements and best practices they need to know about in order to use Facebook Lead Gen forms to their fullest potential.
Conversion leads vs. Directs:
- If have created a new “Lead Generation” campaign on Facebook in the past few weeks, they may have noticed a new option in the “Optimize for Ad Delivery” tools in the ad set.
- This new optimization option is called a Conversion Lead.
- Conversion Leads are a new option used by the Facebook Conversions API to improve overall lead quality.
Here’s a simple breakdown:
Leads are optimized based on quantity, providing the highest volume of leads for the budget.
This is how Lead Generation campaigns worked by default.
Conversion leads use signals from backend data to serve ads to users who are more likely to convert with higher quality.
Think of it this way: Anyone can fill out a form and be a Facebook “lead.”
But whether that “lead” has any business value depends on how they progress through the sales funnel.
- Leads can be converted to MQLs, leads, customers, etc., and all of that happens after the initial lead is created, usually in a CRM system.
- When connecting the CRM system to Facebook via the Conversions API (CAPI), send those stages of the funnel to Facebook for tracking and optimization purposes.
- Rather than optimizing volume, start optimizing for the types of leads that mean the most to the business.
- Aim for quality, not quantity.
Setting up the CRM:
- To take advantage of conversion opportunities on Facebook, it is necessary to integrate backend data with Facebook through CAPI.
- The complexity of this process can vary depending on the CRM used.
- Detailed instructions on how to configure the CRM for CAPI integration can be found here.
- Some integrations need to be built from scratch, while some partners have existing tools available to help facilitate this with minimal development work required.
- The CRM system is integrated through CAPI, Facebook will allow them to configure the “Sales Funnel” in Events Manager.
- Categorize offline events that are submitted to Facebook through CAPI and give the platform an understanding of how leads are progressing.
- Once the sales funnel is configured, that can select a new optimization event.
- This will be the lead quality indicator that Facebook will use to optimize when selecting “Conversion Leads” as the optimization.
- Selecting the correct event means balancing the amount of data available with the importance of that event.
- For example, B2B marketers may be tempted to select “Closed Won” as their optimization event, as that could be the final stage in the process.
- Recommend an event that is both indicative of the quality and abundant enough to maximize the data points flowing to the platform.
Facebook Lead Generation Forms:
- 4 Strategies to Increase the Quality of Facebook Lead Ads Advertisers can do several things with just the form to improve the quality of submissions.
- Since the Facebook platform is constantly evolving, let’s review these tips, along with some new updates that can greatly improve the chances of the right people raising their hands.
Potential Clients with Greater Intent:
- Since the quality of leads can be a persistent problem with Facebook LGFs, the first thing to do, contrary to the intuition of most direct response marketers, is to create a bit of friction on the market. experience.
- Selecting the “Highest Intent” form type adds a confirmation screen before leads are submitted.
- Although it may be hard to believe, there are a lot of people who find themselves accidentally submitting their contact information through these forms.
- Easily reduce this by adding that confirmation hurdle, thus ensuring that only people who want to do business with them share the information.
- The decrease in conversion rate is generally so negligible to qualified leads that they have a hard time recommending anything other than higher intent forms.
Use custom questions:
- Don’t be afraid to ask additional questions, especially if previous LGFs generated abundant volume and suspect quality.
- Increasing leads with self-reported data can not only improve the quality of responses, but it also gives internal sales teams more data to work with during the qualification process.
- Facebook allows the creation of custom questions that can be multiple choice or short answers. Questions can also be structured to contain basic conditional logic based on answers to previous questions.
- Add additional questions in the format that works best based on the company’s qualification criteria, and try to match the fields as closely as possible to the CRM systems will be using.
- This can be done in the Settings section under the Field Names heading:
- Might be tempted to create a custom question to ask a user’s contact email address or phone number to request manual input.
- Facebook has cracked down on this practice recently and the form may be rejected.
Call after completion:
- Many advertisers are so focused on the questions and mechanics of the lead form that they often neglect the post-submission experience.
- Depending on the type of form and experience being created, Facebook offers advertisers three options to select from to use on the final screen after a lead is submitted.
These “call-to-action buttons” include:
- Visit the website.
- Download (for closed assets).
- Call the business.
If the campaign doesn’t include giving a user a private asset, might be tempted to steer potential senders to a relevant landing page.
- Losing the possibility of attracting clients with high intentions as soon as possible.
- Try a “Call to Business” call to action and let senders talk to the right people as soon as possible.
- When given the option, more than 12% of senders called the number, and the qualification rate for these high-intention callers was 20% higher than the baseline for the form’s own leads.
- The so-called “Speed to Lead” can be a problem for many marketers, as follow-ups take place hours and sometimes days after the initial lead is submitted. Adding a phone number to the post-submission page eliminates that problem almost completely.
Flexible form delivery:
- Facebook offers marketers the option to turn existing lead forms into automated chats.
- This option is great because it collects the lead information that is looking for and allows them to engage with the audience through Facebook Messenger after the lead is submitted.
- Facebook has added a new option to the ad settings called “Flexible form delivery.”
- Toggling this option will optimize the type of experience (form or chat) for audiences based on the likelihood of conversion.
- Some people prefer to fill out forms, Others are more active on FB Messenger.
- A trial option could increase volume, conversion rate, and overall quality if tailored for the optimal user experience.
- Facebook LGFs can generate a high volume of leads at an efficient cost per lead.
- But quality issues have been a persistent problem for most marketers.
- With these new advancements and battle-tested best practices for creating high-converting lead forms, there has never been a better time to add Facebook Lead Gen Forms to the direct response marketing mix.