Facebook lead generation is one of the most effective digital marketing strategies to find new customers. However, it only works if you apply the best practices and are constantly on the lookout for ways to improve it. For many business owners and marketers, the negative results obtained during their first attempts made them abandon this useful strategy. Yet, if you learn how to stay away from Facebook lead generation mistakes, you will soon reap the rewards.
What Is the Impact of Facebook Lead Generation Mistakes on Your Strategy?
What goes wrong if you make one or several of the mistakes we will discuss later? In a less serious case scenario, you are missing a qualified audience that could turn into loyal customers. In the worst case scenario, you lose a lot of money and you may even break Facebook rules.
In some cases, the line between right and wrong is blurry. This is why we strongly advise you to always err on the safe side. Use extra caution in the entire creative process of an ad and in selecting the goals of your campaign.
Some Common Facebook Lead Generation Mistakes You Should Strive to Avoid
Let us focus on the core issue of this article. What kind of Facebook lead generation mistakes are you likely to make at a certain point? And how can you avoid them?
Here are our explanations and recommendations:
1. Third Party Infringement
Facebook lead generation mistakes may start before you even log on the platform. When you start looking for images and audio files to accompany your lead ads or other types of Facebook ads, you may pick a file for which you do not hold the rights to use. In other words, you are infringing someone’s copyright or using a trade mark without right.
And Facebook will certainly detect this problem and take down your ad as well as suspend your account if you repeat this offense several times. Always check and double check that you have the right to use any image, sound or video in your ads.
2. Not Optimising the Instant Form to Maximise Your Lead Nurturing Success Rate
When you create a lead ad, you are usually thinking of what you want to obtain immediately in terms of results: a user’s name and email address.
This is one of the most frequent Facebook lead generation mistakes made by businesses. You need to think further: what happens after you get a name and email address/? You need to nurture your fresh lead with a customised drip email campaign. To do that, you have to know more about your lead. This kind of information can be obtained directly in the instant form of the lead ad, by adding a few more fields to it.
3. Failing to Optimise the Lead Ad for the User’s Device and Platform
Instant forms for lead ads have various features available on specific devices and platforms. For instance:
- Appointment Booking is not available for desktop and Instagram
- Canvas and Lead Ads are not available for desktop and Instagram
- Native Dealer Lookup is not available for Instagram
- Facebook Watch & Lead Generation in Carousel is only available for iOS.
When you are planning your next lead ad, consider the objectives you want to reach and the devices to which you can deploy your ads. Otherwise, you may launch an ad that your potential customers cannot see.
4. Failure to Analyse All the Relevant Insights
Facebook Ad Manager is a very complex platform where you can see and analyse various analytical data about your ad campaign. However, the default panel only contains a part of the total insights Facebook collects.
In this case, it is very simple to avoid several Facebook lead generation mistakes. All you have to do is customise your panel to include data on insights such as:
- Ad frequency
- Relevance score
- Cost per result
- Website purchases.
5. Landing Page Not Working or Not Matching the Ad
Last but not least, always test the landing page your prospects will reach once they click on your ads. In some cases, it does not work. In others, it is for a different campaign/promotion that the one included in the Facebook ad.
As you can see, it is simple to avoid the pitfalls of Facebook lead generation mistakes. You need more patience, dedication and attention to details. Good luck!