A good Facebook lead ad campaign has a lot of moving pieces. However, if properly deployed, this ad format will generate high-quality leads while not draining your ad budget.
When someone clicks on your solar marketing ad, a lead capture type appears right in their news feed. A form appears, prefilling details into fields selected by the company. This is distinct from a traffic or pay-per-click ad, which directs people away from Facebook and to your website or landing page.
Aside from the fact that lead ads need very little site creation, some of the most important advantages of running lead ads are the detailed targeting capabilities for getting in front of serious customers and the ability to catch content directly within the news feed. Conversions are more likely because the number of clicks needed to convert is reduced.
Here are a few approaches to ensure that your solar marketing campaign captures people’s attention and motivates them to click the send button.
Use a Good Call to Action
Make the call to action (CTA) as straightforward as possible when creating your solar digital marketing ad so that viewers understand just what they need to do to take advantage of your offering. Your CTA should appear at the top and bottom of your ad copy as well as in the headline. Most notably, make sure the call to action button you choose correctly captures the CTA without being so demanding that people fail to fill out the form. Asking people to “sign up” for a lengthy package, for example, may be a significant ask, mainly if they are unfamiliar with your brand or services.
Create an Enticing Bid
The most critical aspect of any lead ad is selecting a compelling offer that can’t be turned down. Consider making a deal that potential buyers will deem valuable enough to trade their details for, and that is only available on Facebook. Set a time limit on the bid to up the stakes and build a sense of urgency. Free week-long passes or a free month of services are two examples. The term “free” is crucial here.
Establish a Realistic Budget
Keep in mind that the smaller the expense per lead, the more time and money you’ll have to devote to cultivating your leads. A recommended regular or lifetime budget will vary based on the business and what you’re selling, but it’s generally true that hotter leads who are more willing to take action will cost you more. Investigate the average cost of leads for your service or product.
Choose Target Audiences
Using Facebook’s custom and lookalike advertising choices, which tailor advertisements to your clients and identify users who are close to them, is always a good idea. You can only use this alternative if you have their approval to sell to them. If not, keyword and position targeting may be successful, but it can result in more customers entering the sales funnel at a later stage.
Create a Workflow
Once you’ve collected someone’s records, the hard work starts. You’ll want to make sure you don’t give leads a chance to cool off after they’ve been interested enough in you to provide you with their information. While Facebook does not currently allow for instant lead submission alerts, third-party programs such as Zapier can be used to quickly sync different platforms and remind the team of incoming leads so that follow-up tasks can be assigned. SMS texting automation, CRM inputting and automated email follow-up are all resources that can be used to nurture leads.
Ask Appropriate Questions
Although you want to make sure you’re collecting data essential to your business, you don’t want to create a lead form with so many fields that it scares people away. Asking for someone’s name, phone number and email address is always enough to start a conversation, and more details can be gathered later. Businesses that have higher-value services and goods, on the other hand, will choose to provide additional queries, such as homeownership status.
Optimize Lead Form Settings
Facebook has many options for setting up the form so that it is ready for lead capture. If you want to use a “moderate purpose” or “high-volume” form, one thing to consider is if you wish to use a “high-intent” or “high-volume” form. The latter will provide more leads at a lower cost, but it will almost certainly necessitate a lot of nurturing. You should be aware that this alternative may result in unintentional submissions. When you pick a “high-purpose” form, people will be required to take extra action to apply their form, raising the price but improving lead consistency.
This may feel like a lot to take in at first, but paying attention to each of these aspects of the solar ad strategy will pay off as the leads start pouring in.
If you’re unsure where to begin, our solar digital marketing company will be happy to assist you in developing a good solar ad campaign.