Lead Generation is a campaign type in which a user fills out their contact information (lead), and then the business calls them back to sell them on their product. This is done either on a website or directly through the use of Facebook Lead Forms.
Facebook's lead forms are simple to use and don't require any extra set-up - you can just outline your required fields and run the campaign. They also have pre-filled user information based on their Facebook profile, making it seamless.
Website lead forms, on the other hand, require you to direct users to a landing page where they need to fill in their information manually. Due to the need to leave the platform you’re advertising on, you must also set up tracking via the Facebook Pixel and Conversion API to ensure you can attribute the conversion and/or lead to the ads! So, it's not as easy to implement for smaller businesses.
If you don’t have a pixel installed on your website, then we generally recommend opting for a Facebook Lead Form.
The more leads you generate, the larger your pool of potential customers. So, an attractive and straightforward lead form is critical to increasing the chance of people filling it out. Here are some essential components of a lead capture form to reach potential clients and grow your business.
Generally, lead forms ask for users' first and last names, email and phone numbers. Depending on your business, you may have other questions.
As a rule of thumb, shorter lead forms generate more leads of lower quality. On the other hand, longer forms tend to result in collecting fewer leads but of higher quality. This is because if a potential customer takes the time to fill out a comprehensive form, it is likely that they are highly interested in your product or service. With longer lead forms, you can more precisely target potential clients with knowledge of their specific interests while simultaneously capturing other helpful information. Using this information, you should consider what the goals of your business are first. If you're starting and seeking to grow a long email list, consider using shorter lead forms. If you are more of an established business wanting to generate more conversions, opt for longer, high-quality lead forms.
Whether you prefer to use a shorter or more extended form, it’s recommended to eliminate any unnecessary questions in your lead capture form so that it doesn’t look too intimidating or time-consuming. You can always ask more in-depth questions after you have generated the lead and are in contact.
Ensure the title and call to action of your lead capture form are easily understandable and invite visitors to perform the desired action. For example, a gym might ask potential clients to sign up for exclusive offers or a free trial.
While there are many ways you can optimise conversions for lead generation, lead capture forms provide a simple and effective solution to growing email lists with high returns or attracting new clients. Make sure your forms qualify the essential components mentioned in this article, and consider testing different questions and formats until you achieve your desired results.
If you need help creating your business’s lead form, we are more than happy to guide you. Drop our trusted chatbot a message to get talking!