As someone from a CRM background, I know the value of having a database filled with loads of high-quality leads. Being able to market to consumers who know and that have shown interest in your brand for free is a godsend, particularly when budgets for paid media can often be so tight. Having said that, the tough reality is that getting high quality leads onto your mailing list, and most importantly keeping them there, isn’t always the easiest thing to do. That’s why I’ve come up with these 5 top tips to help you improve your Facebook Lead Generation campaigns.
Give the user a reason to sign up
It sounds so simple but makes such a huge difference. There’s that old saying of “nothing in life is free” and in this case, it really does help to give the user a reason to be on your database, to make them want to be there. One way to do this, for example, is by offering the user a sample of your product as part of the sign-up journey. The user is then able to get taste of your brand, beyond the glossy social media posts, and develop a real affinity for your product as part of their onboarding / welcome journey.
Stop aiming for the lowest CPL
It can be so easy to fall into the pitfall of aiming for the lowest CPL (Cost Per Lead). You *appear* to get more bang for your buck and not to mention also getting a great talking point for your next 1-2-1 with your line manager, but these are pretty short-term gains. While a low CPL will quickly fill up your database, it will be full of low value leads that won’t engage with your email activations and will ultimately end up becoming a deliverability nightmare. Instead, aim for leads that best fit your criteria by targeting demographics that most closely match your brand. The CRM version of playing chess instead of checkers.
Use video content
Facebook loves video content and so do Facebook users! Videos are WAY more engaging than an image, allowing for much longer dwell time. While a video might take longer to create than an image, it gives you so much more additional space to showcase your brand’s identity as well as any USPs you’d like to get across, so it’s definitely worth the extra effort. Bonus points if you use a portrait aspect ratio to take up more of the real estate on a user’s mobile device.
Refresh your content often
Have you ever noticed a once successful ad creative suddenly no longer performing as well as it has previously? This could be down to “ad fatigue”. When the frequency of an ad starts to creep up, it can start to have a negative effect on your engagement scores and CPL (Cost Per Lead). That’s why it’s important to refresh your content to make sure you’re getting the most out of your ad budget. Extra bonus points if you use a test and learn approach to refreshing the content – trying out different ideas and monitoring if they work or not. More information can be found on the Facebook for Business website.
Exclude your current email database
This one sounds like a no-brainer, but because it isn’t as simple as checking a box within the Facebook Ads Manager console, you’d be surprised how often it can be overlooked. However, by using Facebook’s Audience Manager to add your email database as a segment, you can ensure that you aren’t paying for new leads that you already have. It’s worth doing this regularly too, to avoid any doubling up! Even more extra bonus points if you do this daily…
Get in touch today on 020 3974 7458 or sayhello@samplmarketing.com to find out how Sampl. can support you in growing your email marketing database using sampling via Facebook!
