Facebook Native Lead Forms are a great way to increase the volume of leads through targeted ads on Facebook. The amount of data available and time spent on social media makes it a great place to mine for leads.
With the ease of lead submission on Facebook, it does provide a variety in response quality ranging from the “hot-lead,” that’s ready to buy to the “garbage-lead,” that didn’t even mean to submit, and everything in between.
The goal is to work through the garbage leads and move towards working the “warm leads” and really capitalizing on the “hot leads” before they go elsewhere.
Facebook leads come with a few items in them. Our team normally uses at least one pre-qualifying question to get the prospect to slow down and manually answer a question. This stage in pre-qualification cuts down on the accidental lead submissions while not asking too many questions as to not deter the user from submitting the full form.
After the pre-qualifying question, there is then a set of contact information that is asked, which usually includes:
Please note these match the user’s Facebook information but is already pre-filled when a user goes to open these.
Call the lead immediately (as long as the time is reasonable).
If you do no get in contact with them the first time. Continue to follow up over the next couple of days. After 3 attempts, let it rest. This may change based on the
If the lead answers, the initial goal of the conversation should be to further qualify the lead to understand where they fit. Here are the steps based on the type of lead you receive:
Track these leads with notes on conversion and using a grading scale on individual lead quality. If quantity is too high and quality too low, more qualifying questions can be asked to bridge the gap. Alternatively, if quantity is too low, qualifying questions can be removed to increase the flow of leads. Additional targeting changes, ad creative, ad copy and CTA’s may even need to be adjusted to drive better leads.
Have a question on your Lead Generation campaign? Contact our team below.