Last updated on May 14th, 2019 at 12:03 am
Do you like leads? Do you want more of them? Do you feel like you have maxed out your reach on Google and Bing? Facebook might be your new best friend. Yes, Facebook is a great tool to build brand awareness or stay in front of current customers. But if you are focused on direct ROI, Facebook can still be a valuable tool thanks to its Lead Generation ad format. Let me show you why every B2B company should at least test this format on Facebook.
Instead of your call-to-action button sending users to a different page, you can capture the conversion right on Facebook to save the user a few steps. Facebook gives you the ability to customize the form to capture only the important information necessary to your business. Form field options include name, email address, phone number, company, job titles and much more. Just remember people are lazy online. The fewer form fields, the better.
When creating a lead generation ad in Facebook, you still get the same audience targeting options as you would from any other format. With that in mind, imagine this scenario: If you have an email list of qualified users, you can upload those emails in Facebook to create a new audience. Then you can attach the customer match email list to a new lead generation campaign to convert highly-qualified users without spending a lot of your budget. Your sales team will thank you.
Last, and the best part about the lead generation ad format, is Facebook allows uers to sync a CRM system to its ad platform. Salesforce, Hubspot, MailChimp, Pipedrive, Constant Contact and more are all eligible to integrate with your lead generation ads on Facebook. CRM data will give you concrete information on whether Facebook ads are a viable channel to grow your B2B business online.
-Joe Martinez is senior manager, paid media and community, at Milwaukee-based Granular.