5 Secrets to increase Facebook Lead Quality

1.   Ask some questions to qualify in your lead forms

Adding qualifying questions in your Facebook lead forms can help your team better qualify your leads, but can also have a big impact on lead quality with Facebook Lead Ads.

This simple trick works even better than you’d expect with Facebook Ads. Here’s why Facebook is different from the lead forms on your website.

Many marketers hold back from adding questions and pages to their lead forms as they are afraid of increasing the cost per lead. This is often true with your website forms.

However, Facebook’s algorithm is so good at optimising for the action you set (in this case lead form submissions), the cost per lead doesn’t increase too much, but Facebook will hunt out higher quality lead submissions by default.

By making the forms harder to complete, you’ll naturally increase the percentage of genuinely interested leads.

As a bonus, these questions can be used to further inform the customer what to expect. For example, if they are booking an appointment, as what day of the week they prefer. This makes it more obvious, that is the purpose of the form.

2. Give multiple options in your lead forms

You can filter out leads who are not in-market for your products at the moment but could potentially be in the future by simply providing them with two variations of your offer. For example form fields such as “I’d like a quote”, or “I’m just looking for more info” offer some insight into the stage they are in the lifecycle. This way you can easily prioritise leads that are interested in your services immediately and build up a database of leads who might need further nurturing.

3. Make use of the Greeting message

The Greeting is a great opportunity to ensure the user knows why they should complete the form (or not!). Whilst users may click relatively haphazardly on their feeds, the Greeting message can be used to remind the user of the real intent behind the ad.

For example, if your lead gen strategy involves calling all leads, why not write prominently on the context card: “Please leave a valid telephone number, and we will contact you shortly”. By doing this, users with low conversion intent, who do not want to be called, who may have left a fake number otherwise, will be less likely to submit their info.

4. Validate leads before sending to your CRM

There is nothing more frustrating in sales than receiving a lead for Mickey Mouse!

If you sync Facebook leads to your CRM you can optionally use to block invalid leads before sending to your CRM.

5. Offer a true value exchange

As well as setting out what the user can expect in the ad, make sure you offer, and communicate a clear value exchange.

Providing contact details should be treated no differently to asking someone for money to buy a product. What are you giving in return?

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