In early 2015, Twitter released a one click solution to subscribing to an email list come out right inside their platform. It doesn't happen often, but Twitter seems to have beat Facebook to the native list-building tool game.
Facebook, though, has joined the game (just a few months after Twitter) and has released their own version of lead generation, called Lead Ads (currently only available on a mobile device).
The system is simple, all you have to do is click a subscribe button, confirm that Facebook's got your correct email address, and voila… you're done. Sounds simple, right?
In this post, we're going to take a deeper look into this new Facebook ad type, and how you can start growing your list with it today.
First things first… What Are Facebook Lead Ads?
According to Facebook's official press release, Lead Ads are intended to “make the mobile signup process easier by automatically populating contact information that people have given Facebook, like email addresses.”
The advantage here is that, while other types of ads might have you click over to another website (or an app like 22 Social) to subscribe for an email list, sign up for a webinar, or fill out some other sort of form, Lead Ads are native to Facebook, enabling people to click on an ad and sign up for something without leaving the platform.
And since a user is already signed in to Facebook, their contact details are automatically populated right from their personal profiles, eliminating the obstacles associated with getting them to fill out a form – especially on websites hat aren't mobile friendly.
Lead Ads Have Huge Potential!
Why? Mobile usership of Facebook is massive.
Facebook’s second quarter results how that around 1.31 billion users are checking the site on their mobile devices monthly, and 844 million of them are doing so every day.
But here's the number that will really prove the importance of mobile to Facebook marketers: 655 million use mobile devices exclusively to connect to Facebook.
If you're not focusing on a mobile user conversion strategy for Facebook, you are missing out on a tremendous opportunity.
How To Create A Lead Ad:
Here's a quick video to walk you through the entire process of getting a Lead Ad up and running:
As you can see, Leads Ads can make it exceptionally simple for people to sign up to your list on their mobile devices.
Especially since they don't even need to leave Facebook.
But it seems that Facebook has left out one MAJOR thing… and that's the ability to integrate automatically with external CRM and Email Management tools… so when someone signs up using a lead ad, you actually have to add them to your Mail Chimp or Aweber or GetResponse account manually!
There are a few solutions for those who use enterprise marketing platforms like Marketo and Salesforce. And the London-based company Driftrock has also created a workaround solution (but at a starting price of $135/mo).
Another option, which comes in at a lower investment as well, is a platform I really like called Connect Leads, from the enterprising software developer and online marketer, Wilco De Kreij.
My Advice…
Lead Ads is a really exciting new addition for Facebook ad types.
There are a ton of ways that you can benefit from using them… including generating more subscribers, contact requests, and leads. And despite the drawback of lack of integration, using these kind of ads will still put you well ahead of your competition (plus the integration workarounds above can help make it all go that-much-better for you).
The bottom line is that I like this new ad type… but just as with all ads, I recommend that you test and evaluate how well they'll work for you.
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