Collecting contact data of potential customers, users of services, future employees and the like, in the world of digital marketing is briefly called – lead generation (eng. – lead generation).

In today’s text, we will write about ways to collect leads through the Facebook platform, but we will also mention other ways.

There are a number of important steps that must be completed in order to generate a lead and they are all as important as links in a chain. We will talk about them in the rest of the blog.

Where can all leads be collected?

If there is already an elaborate sales system, during the sale, customer leads can be collected and, within the framework of a certain “loyalty program”, benefits, actions and discounts can be offered for subsequent purchases.

Users can also sign up for the newsletter , without registering and making any purchases, so that they may decide to make a purchase at some point later.

The collection of leads can take place on the site, as part of online or offline surveys, various promotions, but also on Facebook, which we will write about in the following text.

What is important about collecting leads on Facebook?

After choosing the type of campaign (which will be discussed more below), it is necessary to determine the target group who you are addressing, that is, who you are “chasing” on Facebook (and Instagram). Location, gender, age, and interests are set.

After that, choose where you want the ad to be displayed. facebook feed, Instagram feed , Facebook Story, Instagram story, etc.

Although every step here is important, the visuals for the campaign depend a lot on how many potential leads you will attract to take action, i.e. click.

It is necessary to determine what information you are collecting and when creating the contact form (chat template) clearly point out what is needed. Name and surname, phone number, email, address…

During the duration of the campaign, it is necessary to constantly monitor the collection of leads and be up-to-date in communication (if you decide to use Messenger chat).

You adjust the budget depending on how many leads are needed, what is the target group and what is the duration of the campaign.

Types of Facebook campaigns to collect leads?

Within Facebook campaigns, leads can be collected in several ways. Although there is a separate method for collecting leads – lead generation when choosing a campaign, it is not the only method that can be used.

Lead generation campaign

As the name of the campaign says, it is used exclusively for collecting leads (there are also those that are not used exclusively for that but can be used. You will read about them in the rest of the blog).

In this case, the Facebook algorithm first finds those profiles that are willing to leave their contact information. Of course, you must set the target group in a separate option. There is a choice of one of three options within the campaign, namely: instant form, automated chat and call.

The form has several steps to go through and fill out. Here everything is automated and you need to create a form in such a way that you get all the necessary information you want. Data is collected in a separate section within the page called Leads Center .

If you decide for an automated chat within Messanger, there is the possibility of creating a separate example (template) with questions and offered answers that can be adapted to your needs.

A call involves entering a phone number and collecting data through a telephone conversation. Here you need to be careful and when setting the campaign activity period, choose that time period during the day when you can answer the phone, in order to save on the budget and so that the campaign is not active during the night. You certainly don’t want your phone ringing at 1 a.m.

Messages campaign

This type of campaign is solely focused on starting a conversation through Messanger and collecting leads this way. In this case, the Facebook algorithm will look for profiles that easily engage in this type of conversation.

Here it is the same case as with the Lead generation campaign, specifically its automated chat capabilities, only the process of starting the conversation is slightly different.

It is necessary to create automated questions and answers, but at any time later and access the chat if necessary, i.e. if there are any additional questions that you have overlooked. If you decide on this campaign, you collect leads “manually” from Messenger.

Traffic campaign

This campaign does not involve collecting leads directly on Facebook, but can be used to bring people to the site and collect leads within the contact form on the site.

Legal restrictions in the form of data collection have always existed, and recently they are even stricter, and therefore all prescribed regulations for data collection and their subsequent use should be followed.

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