12 Tips to increase Facebook Lead Quality

June 3, 2019
 Lead Generation Quality vs Quantity

For many things in life, quality wins over quantity. Lead generation is no exception. No matter how many leads enter your pipeline what you care about at the end of the day is how many of them turn into paying customers. Increasing the percentage of leads that turn into paying customers is exactly what we mean when we talk about increasing lead quality.

When it comes to Facebook lead generation increasing lead quality also means improving the effectiveness of oCPM. The quality of leads being generated has a knock-on effect on the performance of your campaign: Lead generation campaigns on Facebook optimise for Leads. This means that Facebook is analysing which users convert as leads, and is then looking to optimise delivery for similar people. If you are generating a lot of cold leads, this optimisation will not be working in your favour!

The more hot leads you generate, the more likely you are to find more of the same, at a better price. If your lead forms and ads are designed in such a way to discourage cold leads from converting effectively, then you can be sure that any optimisations you make to targeting are really hitting the right spot when they do reduce your cost per lead.

That being said, here are some quick ways to boost the quality of your Facebook leads.

1. Ask qualifying questions in your lead forms

Adding questions to your lead form can help you get useful information on your leads, and can be a brilliant way to “sort the men from the boys”. If you do not want users to submit their details unless they have a strong intent, then ask them specific things or request more information from them. In the automotive space, this could be asking users when they intend to buy, whether they want a test drive or a brochure, or any other relevant question which they may be hesitant to answer if they arrived on your form rather unwittingly.

Many marketers hold back from adding questions and pages to their lead forms as they are afraid of increasing the cost per lead. Let’s turn this around on its head for a moment…

Often the best strategy for a lead generation campaign on Facebook is to add qualifying questions and context cards despite an increase in cost per lead.

…But why?

When used appropriately, doing this will increase the quality of incoming leads.

…But asking additional questions will surely discourage people from signing up?

We want this if it applies to the right people. Sales teams should not be wasting their time calling people who do not have adequate intent. But there’s also another reason: Lead generation on Facebook is not the same game as lead generation using paid search. In paid search campaigns people are being captured at the moment when they are actively searching for a product or service.

People on Facebook are hanging out, not actively searching for something. However, what is seemingly a drawback will be seen as an opportunity by the shrewd. The second aim of this question is to triage leads according to their intent to purchase. Furthermore, data is being collected and ads can be automated to nurture leads and drive likely customers towards your product in the longer term.

If you are looking for some inspiration for your social media lead generation strategy, check out our Ultimate Guide to Social Lead Generation below.

2. Make use of Context Cards

Context cards are a great opportunity to cut out any cold leads. Whilst users may click relatively haphazardly on their feeds, the context card before the ad 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 within minutes of them submitting their info (which is made possible and efficient with Driftrock’s integration technology), 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.

3. Target Lookalike Audiences

Lookalike audiences are arguably the most powerful aspect of Facebook ads that you can leverage. Optimising your audience makes your ads more relevant, and will reduce the cost per lead - potentially offsetting the increase in costs from optimisations to improve lead quality. An audience of the highest quality likely does not need to have as much quality control. At the same time, quality control could help you to nurture an audience of high quality.

With the help of Lookalike Audiences, you can reach a highly relevant audience. A good place to start is creating a lookalike audience based on your existing customers or a segment of high-value leads.

4. Automatically sync your audiences to your CRM

For most advanced Facebook campaigns you need a reliable way of keeping your audience lists up to date and synced to your CRM. If you run a sequence of campaigns you want to make sure that you are not doubling up and targeting people after they have converted. Automatically updating exclusion audiences helps reduce wasted ad spend, and delivers higher quality ads to your audience. Also with GDPR and privacy concerns in mind, you need a process that allows you to immediately remove people from your Facebook audience lists once they opt out of receiving communications from you and are unsubscribed from your CRM. With so many factors and different audience segments to keep in mind, nobody wants to have to deal with downloading and uploading CSV sheets on a daily basis and you shouldn’t have to! With a tool like Driftrock’s Facebook Audience Sync, you can keep all of your audience lists up to date, sync them to your database in real time and make use of advanced segmenting capabilities.

5. Keep your database clean

Nobody wants to waste advertising dollars on fake leads or leads with invalid address details. We know that database hygiene is not the most exciting aspect of any marketer’s job but it is essential when it comes to social media lead generation. Recent research shows that 38% of the leads that enter your database are fake or invalid. This is a scary number but don’t panic! You can either manually go through leads and remove invalid leads or use a tool like Driftrock that will help you automatically validate and cleanse your leads.

6. Hone your ad copy

Whilst the main aim of your ad copy was and always should be to entice users to be interested and to click-through, the advert itself is a first point of contact and some optimisations can be made at this step of the funnel to ensure only quality leads are generated. Here, it is all about a fine balance between not putting off valuable potential leads, whilst discouraging Facebook users from clicking out of pure curiosity. For example, if the price of the product is quite high and possibly restrictive for people in your audience, be sure to note the price clearly in the ad to avoid freezing cold leads.

7. Be clear about your offer

Set expectations and communicate the value of your offer in clear language. Whether you are using Facebook Lead Ads or any other ad format make sure that it is very clear at a glance what users should expect once they click on your ad. For Facebook Lead Ads, in particular, it is important for people to know what they are signing up for and what they will get in return for giving away their personal information. Make sure your ad title, creative, copy and call to action button all clearly communicate the value of the offer and signal the next steps.

8. 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.

9. Track sales to offline conversions

One of the most important things you can do to improve your lead quality is to properly measure it. As we mentioned earlier, our definition of a high-quality lead is a lead that is likely to convert into a paying customer. The only way to optimise your campaigns for lead quality is to be able to measure what proportion of your leads turn into paying customers. For many industries such as automotive and retail, purchases are influenced by multiple digital channels but take place offline. Having the ability to plug in your offline sources such as EPOs tills, CRM, call centre or coupon redemptions to your digital marketing campaigns allows you to track each lead you generate down through an offline sale. Having this valuable data then allows you to optimise your campaigns for lead quality based on actual sales generated. You can do this via a tool such as Driftrock or alternatively check out our blog for tips on how to measure lead quality manually.

10. Monitor performance across multiple channels

[caption id="" align="alignnone" width="1920.0"]

 Mutli-channel reporting in Driftrock

Mutli-channel reporting in Driftrock [/caption]

To gain insights into not only who your most valuable leads are and what channels generate them but also what channel mix works best for your audiences you need to track campaign performance across channels and devices. The quality leads that you generate on Google can tell you a lot about how to reach more quality leads on Facebook or your other digital channels.

You can easily track campaign performance across all of your lead generation channels with Driftrock’s Multi-channel reporting. Multi-channel reporting also allows you to clearly see the role that each touchpoint and channel plays in your sales funnel and dedicate ad budget accordingly.

11. Think about the customer lifecycle stage

Think about the entire consumer purchase journey when planning your Facebook strategy. As we mentioned earlier, the thing with Facebook advertising is that not everyone in your audience will be actively looking for your products and services at all times. It is important to understand how to trigger action and propel your Facebook leads into the next stage of their purchase journey.

While there is surely a lot you can do to optimise the quality of the leads you generate, there are certain things you can do to make sure that any existing leads are nurtured and therefore more likely to become paying customers. We found that a customer who has watched a brand video first, then filled out a form second converts better downstream than a cold lead. This can be done with Facebook Video View Engagement Audiences then retargeting them with Facebook Lead Ads.

12. Follow up on leads quickly

When it comes to following up on your Facebook leads when you snooze you lose. Research shows that 30-40% of sales go to the vendor who responds first. A Lead Response Management study found that your chances of landing a sale are 100x better if you follow within the first 5 minutes compared to the first 30 minutes. If you don’t want to miss out on great opportunities make sure that your sales team is instantly notified when a Facebook lead is generated or that they can easily find the details of all of your leads once a lead form has been submitted. Seamless sync between your lead generation channels and your CRM is the best way to ensure that the sales follow up is as fast as possible.

About Driftrock

The Driftrock platform has an array of powerful tools to enable marketers to generate leads in the social sphere. Using dynamic custom audiences, and our ad creation tools, it is easy to build and manage large-scale campaigns and to automate what content leads and converted customers will be served as they progress through the lead nurturing and customer lifecycle. Only with Driftrock can you manage social lead gen campaigns across hundreds of disparate Facebook pages with staggering ease. Use our tools to assess what types of leads came from what targeting on Facebook, and use our software to connect downstream conversion data to your analysis. Using this, rather than optimising to cost per lead, optimise to your objective's ultimate goal!

Are you generating leads on social media? We’d love to know what you think of the issues discussed in this article! If you’d like to get in touch or just share some content with us, drop us a line:

Are you generating leads on social media? We’d love to know what you think of the issues discussed in this article! If you’d like to get in touch or just share some content with us, drop us a line:

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