For businesses, Facebook has long been pay-to-play. And with a prize pool of 16,000,000 users in Australia alone, it’s no surprise there’s a lot of BIG players in the game. In fact, $21 of every $100 spent on digital advertising in Australia goes to Facebook. And this is despite us having some of the most expensive Facebook ads in the world. But I’m here to tell you there are a few ways you can get in the lead generation game without having to pay big bucks. In fact, with these two methods, you won’t have to pay any bucks at all.
So here, take these two free-game tokens, and get in on the action!
Using your CTA for Facebook Lead Generation
This is easily one of the most simple ways to start generating more leads from your Facebook page. Every Facebook Business page comes complete with a nice CTA button! You’ll find it just under the bottom right of your Cover Photo.
Did you know you can customise this button and optimise it for different objectives? Use it to drive traffic to your site, generate leads and collect contact info, and much more!
Being one of the few, big, bold call-to-actions on your page, this button is your first stop for free leads. Simply hover over your CTA button, click ‘Edit button’, and change the destination URL to your lead capture form. Make sure you change the button’s display text to match your offer, and don’t forget to include any tracking parameters in your link!
Here’s an extra pro-tip, try using your cover photo as a billboard to bring attention to your offer and CTA Button. If your CTA button links to a great offer or a fantastic piece of content, showcase it in your cover photo, and point the audience towards the button. An arrow pointing at the button is a simple and an unmistakable indicator. Check out this example from Oh My Digital.
Be careful though, your Facebook page displays differently depending on device, so keep that in mind when designing a Cover Photo. Use Facebook’s Audience Insights tool to find out what device your target audience uses most, and optimise for that.
Click here for step-by-step instructions on how to add and edit your CTA Button.
Free Lead Generation Form Ad (This one’s a bit of a hack!)
Lead Generation Forms are typically used for paid placements only. BUT there’s a very little known hack that allows you to use a Lead Generation Form for FREE. All you need is your Facebook Business Page and a Facebook Ads Manager account. Basically, what we need to do is create a Lead Generation Form, attach the form to a Post, then pin that post to the top of your Facebook page.
Step 1. Create Your Lead Generation Form
If this is your first time using Lead Generation Forms, here are some step-by-step instructions to help guide you through the process. If you’re already familiar, jump into your Forms Library, create your form, then move on to Step 2.
Step 2. Set Up Your Lead Collection
Once your Lead Generation Form has been built, you need to then decide how you are going to collect these leads. There are two methods available here, automated, and manual.
Facebook allows you to link your Lead Generation Forms to your CRM. You can integrate your Facebook Lead Generation Forms with your Vision6 account through our Zapier Integration. However, this functionality does require a Starter Account with Zapier. Navigate to the ‘Leads setup’ section of ‘Publishing Tools’, and simply search for your CRM in the search bar and follow the prompts.
If automated isn’t an option for you right now, don’t worry, manual downloading of your leads is available, and is super easy. Navigate to the ‘Forms Library’ in your Page’s ‘Publishing Tools’. Then click on ‘Download’ next to your Lead Generation Form.
Remember, timeliness is crucial when it comes to lead nurturing. So if you are manually downloading your leads, do it very frequently to minimise the time between lead submission and your follow up. Also, be mindful, your leads will only be available to be downloaded for up to 90 days from the date of their submission.
Step 3. Create a “Container” Campaign and the Post Itself
Next, we need to jump in to Ads Manager to create a ‘container’ campaign. This is where we’re going to create the Post to attach our Lead Generation form to. Navigate to your Business’s Ads Manager Account, and click the ‘Create’ button. Because we aren’t actually going to run this as a paid campaign, MOST of the settings in here don’t matter. Just make sure your settings are as follows:
Ensure your ‘Campaign Objective’ is set to ‘Lead Generation’.
Change your ‘Budget’ type to ‘Daily Budget’, and set it to ‘$2.00’. Then, set the ‘End Date’ to a couple of days from the ‘Start Date’. Don’t worry, no money will be spent here.
Now here’s where we actually build the Post for your Lead Generation form. What we build here is what will actually be shown on Facebook. When users click the image or the CTA button of this Post, your Lead Generation Form opens natively in Facebook.
Select the image/video you would like to use for the post, fill in the fields, and of course, select your new Lead Generation Form from the drop down box.
Before you hit ‘Publish’ in the top right, make sure to switch this Campaign off. Otherwise, it will go live, and spend the $2.00 we specified earlier.
Step 4. Publish Your Lead Generation Form Post to Your Page
Now that we’ve created the Lead Generation Form, the Campaign, and the Post, we need to ‘Publish’ the Post to your Facebook Business Page.
While in Business Manager or Ads Manager, navigate to ‘Page Posts’ in the drop down menu.
Then, click on ‘Ads Posts’ in the sidebar, and select your newly created Lead Generation Form post. Then, in the ‘Actions’ drop down menu, select ‘Publish’. This will publish your Post to your Facebook Business Page.
Step 5. Pin the Lead Generation Form Post
This will make sure your new Lead Gen Form is ALWAYS at the top of your page. This is precious real estate, as it’s one of the very first things a visitor to your page is going to see.
Now, with a properly optimised CTA button + Cover Photo combo, and a pinned Lead Generation Form, your Facebook Business Page’s Lead Generation potential has been unlocked! And of course, to fully realise this potential, you’re going to want a robust, easy to use email marketing platform.