Fatjon Kabashi
Head of Social Media
If you’re wondering how to get Facebook leads, start by identifying your end goal. You create leads that can generate sales by targeting and transforming online users into customers. Facebook, being a widely used platform across different generations, provides the opportunity to reach a diverse audience through all kinds of content.
Facebook remains the most popular platform among other social media platforms. Although it’s been 20 years since it first launched, it is the most used among online users, ranging from all ages of the audience. Facebook Lead Ads allows you to gather specific information from the users who are interested in what your business is promoting.
A lead is a person who is interested in your service or product, with the goal of turning their interest into sales. The good thing about the Facebook app is that you can transform leads into conversions by directly communicating with your potential customers. A lead is valid and successful when it has the potential to transform into a conversion. That kind of leads can be generated through your website, by asking people to fill out a form, through Messenger, through Instagram chats, calls, and more.
The good thing about Facebook is that there are 3.065 billion monthly active users. It is also a great place to promote content simply that speaks to an older generation, considering that people aged 65 years and older use Facebook the most out of all social media platforms. Among carousels, reels, videos, images, links, and status, live videos performed better on Facebook in 2023. Although other forms of posting can perform just as well, Facebook’s audience involves the older generations that are more active on Facebook. Events are also viral on the app when participants are registered. You can also use educational, user-generated, and interactive content, such as polls, quizzes, and Facebook Live sessions, to interact directly with the audience.
What you need to remember is that your content can generate Facebook leads through organic or paid reach.
Organic Facebook leads include the content you share through posts, stories, and videos that are for free. Even though organic content doesn’t cost anything, it takes much more time to engage the audience and eventually get good leads. It can be risky to generate only organic posts if one of your objectives is to reach the target audience and ultimately sell your service or product. The benefits of organic posts are that they create consistency and remind the already existing audience that you exist.
If you want to speed up the process and have more control over reaching your target group and potential customers, paid advertising is the way to go. Paid reach represents the process of identifying people who are interested in meeting your objectives, generating content that speaks to that audience, and, most importantly, planning the budget and following the metrics. Let’s detail each of these steps to generate Facebook leads effectively.
The most important question you should ask is why? Why would the audience need your product or service? Why would they click that button? When you have the answer, it’s easier to create content that sells.
Understanding demographic data like age, location, interests, and behavior on Facebook allows you to personalize your content better. The best strategy to create effective leads on Facebook is to create content that matches their preferences.
Besides targeting the specific audience you need, it’s also important to know what audience actually uses Facebook. For example, more than 56% of users identify as male. As for the generations that use it, 5.6% are over 65 years old, and almost half are millennials, with over 49% of users between 25 and 44 years old.
If you’re targeting a younger age group, teenagers are less likely to have used Facebook in the last ten years since they prefer platforms such as TikTok, Snapchat, and Instagram.
The benefit is that Facebook ads can be optimized through different methods:
Forms are a very effective method for getting the specific data you are inquiring about from the user, such as email, name, number, and more. What’s important is that the user will most often not complete a long form, so make sure to keep it simple and with only the necessary fields.
CTAs are also necessary if you want to create that bridge between the user’s interest and actually taking action, whether sending them to your website, clicking a button, or doing something else. CTAs can be simple and short, serving as reminders like “Learn more,” “Check our website,” “Book now,” and so on.
A/B testing can be helpful for testing different versions of your Facebook ads to see what works best. It can be a small change of content, whether that’s the headline, image, CTA, or something else.
You can also go a step further in your targeting strategy to retarget the leads you have so far and remind them of their interest. As people, especially elders, scroll on Facebook, they might not know how to use technology well and might lose your post; therefore, setting aside some of the budget to retarget the people who saw your content once can help them find you and proceed with the desired action – and that how a successful lead can translate to conversion.
When working with ads and campaigns, you have to take into consideration the dedicated budget. If you create multiple ads you want to track but have a low budget of 1000 Euros, then these ads won’t be as effective as dedicating the whole budget to an ad or, eventually, two to compare their progress. The greater the budget, the greater the possibility of creating a set of effective ads that bring stronger Facebook leads.
Facebook is the third most popular social platform after Google and YouTube. Its broad audience can be leveraged to generate successful leads. However, it’s important to remember that successful Facebook marketing requires a thorough analysis of your target audience, the right budget allocation, and relevant content.
