Facebook Ad Strategy: 5 Pieces To Creating A Basic Lead-Gen Funnel
- Matthew K.
- Mar 7, 2023
- 3 min read
If you are looking to collect email, SMS, or book meetings for your business, there are 5 pieces to creating any lead-gen Facebook ad strategy.
In this post, we will cover the very basics of creating your first Facebook lead-gen funnel.
5 Steps To Drive Leads Into Your Business
To collect leads for your business here are the 5 pieces to any marketing funnel.
Choose the right location for your ad placement/platform for your lead, in our case Facebook
Create the Facebook ad
Create a landing page that connects with your audience.
Follow up with Email / SMS
Optimize your funnel
Choosing The Right Ad Placement/Format
There are many different ways to drive leads from Facebook. Choosing the right ad placement and platform is essential to your success.
Before launching your lead-gen campaign consider where your leads spend their time. It may be that Facebook is not the right platform for you.
Furthermore, Facebook has a wide range of placements for your Facebook ad. Consider looking through the ads you see in your newsfeed to see where your competitors are placing their Facebook lead ads.
Create Your Facebook Ad
To successfully drive leads from Facebook ads you will need to choose the right ad format. Below are the 5 main ad formats you can use to drive leads for your business.
Lead ads - Great because the users never needs to leave Facebook to fill out the form.
Video ads - Drive awareness for your brand with a hook, then retarget users who watched a certain percentage of your video.
Image ads - Display a single USP/CTA that drives users to your landing page.
Collection - Show a collection of your products with a hero image/video. Link all these to your landing page.
Carousel - Same concept as your collection. Link from that product images to your lead-gen landing page.
For any lead-gen ad that you wish to create consider using the lead-gen or sales campaign objective.
Create A Compelling Landing Page
When creating your landing page be sure to add the most important information above the fold, so that the user can see all important information without having to scroll.
The landing pages should be created to be aesthetically pleasing, simple to use, and mobile-friendly.
Be sure to add a powerful call-to-action and a crystal-clear value proposition.
Send Follow-Up Emails/SMS
Create a follow-up email campaign to follow up with your new leads. Thank them for their attention, provide them with additional details about your offer, and nudge them toward taking the next action (whether that's making a call, buying something, or anything else) in your email.
If you collected a phone number follow up with visitors by SMS. You may find that SMS has a higher open rate and engagement than email so consider testing both to see which works for you.
Measure and Optimize Your Campaign
As you start to drive leads to your business, it is important to track the results of your Facebook ad strategy.
At the bare minimum be sure to track the conversion rates between the steps outlined above.
For example, if you are seeing 100 leads come into your business, but only 1 is following up with your email. This should give you some pretty clear data on what needs to be fixed.
On the Facebook, side be sure to track the CTR of your Facebook ads to see which Facebook ad is connecting with your audience.
Drive More Leads For Your Business
By following these steps, you can create a step-by-step funnel for driving leads from Facebook ads. Remember to test and optimize each step of the process to ensure that you're getting the best results possible!
In the future, we will cover more advanced lead-generation techniques for Facebook. These will build off this existing framework.
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