For the past 18 months, React2Media has been generating, on average, 23% more FREE leads for our clients using the power of Facebook! 23% more leads, FOR FREE! This isn’t an article about unleashing the mystical powers of cost-per-click advertising. Rather, it's about using what we know to be true about Facebook–the #2 most-visited website in the world, second only to Google–to our advantage when it comes to lead generation.
So…how did we do it? First, we created banner ad campaigns for those programmatic platforms that our ad-server ties into. Next, we used client-approved creative (very important) to A/B testing 15 different ads for 2 to 3 days unitl we found our winner–the ad that yielded the highest click-to-conversion rates. However, instead of driving these clicks to a dedicated, stand-alone landing page, we tried something different–we drove these users to Facebook. That’s right, Facebook!
We started using Facebook’s power to our advantage. We know that users are very comfortable in the Facebook environment, but we didn’t realize exactly how comfortable. Once the user was on a lead form in the Facebook environment, we were able to increase the click-to-conversion rates by 19%. If you are representing a brand, you can create a lead form right on your brand's Facebook page. If you are an agency, your client can give you limited admin access to create a lead generation form.
Getting the lead into the marketing life cycle is the most important step, but what happened next, even surprised us: Once the user completed the lead form, we offered a $5 coupon off the user's next order for a ‘Like’ or ‘Share’. During the course of this campaign, we generated 23% more free leads for the client, solely from the viral marketing component. Aside from this amazing “added value,” we were able to substantially surpass our client's ROI goal for this campaign.
Few Quick Notes
Facebook no longer lets you ‘gate’ a ‘Like’. However, you can still encourage users to ‘Share’ the campaign they are signing up for. In this instance, we can still give the user $5 off the next order, as long as that user ‘Shares’ the campaign on his or her timeline. Additionally, Facebook does not let a user ‘Share’ a brand on his or her timeline without liking the brand first. It’s a win for the consumer, his or her Facebook friends, and the brand. We hope that you find this strategy helpful, and wish you happy and fruitful Facebooking!