Capture More Leads with Social Lead Gen Forms
Social media platforms are constantly changing, whether we marketers agree with the changes or not. Luckily for us, the addition of lead generation forms to social media platforms is turning out to be a great thing for both parties. Let us explain.
The people behind social media platforms are always looking for ways to keep users within their core infrastructure, browsing and seeing ads all the while. In the past, ad clickers had to be sent off of the platform and onto a website that contains a form to capture their information. Recently, Facebook and LinkedIn have taken the logical leap and created a new way to efficiently capture contact information, while promoting a positive user experience: lead generation forms.
While implementation is slightly different, the two platforms have figured out a way to reduce the friction users feel when leaving a social media platform to complete an opt-in. The great news is that nearly anyone can figure out how to use these fantastic tools. Here are a few reasons why you should hop on social and start using lead generation forms.
Reach a Targeted Audience
Social media excels at precise targeting of audience groups, making it the ideal medium for advertisers looking to deepen their relationship with consumers. The millions of people on two of the premiere social networking sites—LinkedIn and Facebook—cover the spectrum of individuals that most organizations are looking to target. Let’s break it down.
1.8 billion monthly users
Families and singles of all ages
500 million registered users
Between these two platforms, the majority of businesses are able to find a reasonable subset of their consumer base. Consider how you can use lead personas that you have already created in order to maintain clear messaging for various audience segments.
Get More Opt-Ins from Mobile Users
The majority of traffic to social media sites is via a mobile browser, with mobile phones in the lead, tablets making up a reasonable percentage, and desktop traffic practically nonexistent in the majority of demographics. Over the past few years, the process of filling out a contact form on a mobile device has caused opt-in rates to drop dramatically. LinkedIn and Facebook seem to have solved this problem.
Since social media sites already have your contact information stored with your login details, users can simply pre-fill forms created by advertisers. It's essentially a two-step process: select an offer and tap to submit. This ease of use makes it that much more likely that users will complete the sign-up process and begin to deepen their interaction with your brand.
Capture Higher Quality Leads
Many customers default to using a secondary email address when filling out a form or use limited information. Since the LinkedIn and Facebook lead generation forms are pre-filled with valid information, customers have to physically take a step to remove their valid details and replace them with more limited information. Because of this, advertisers are receiving higher quality information than could be gained from a web form.
Better still, LinkedIn offers greater details, such as job titles, company name, seniority levels, location, and more. Plus, advertisers are still able to redirect users to their website after a form is submitted from within the social app.
Easily Integrate with Your CRM
Both LinkedIn and Facebook lead generation forms can be linked to your key marketing automation tools, such as Marketo or Microsoft Dynamics. Leads can be downloaded directly for import into your email service provider, or you can take advantage of simple integration tools such as Zapier and Driftrock that send information directly to InfusionSoft, SalesForce, and other customer relationship management platforms. Leads sync automatically when using these third-party partners, and the pricing is very favorable for individuals or small businesses.
Send More Valuable Content to Leads' Inboxes
As with any interaction with potential customers, it's most important that you're delivering value. Sponsored content on LinkedIn can take a variety of different forms: infographics, webinars, blog posts, and more. On Facebook, lead generation ads are generally paired with an image or video that compels the reader to learn more. After your content catches their attention, prospects are that much more likely to hand over their email to be sent your newsletter, receive a download, or view a video when there's a one-tap sign-up form.
While lead generation forms are certainly not a new marketing tactic, the frictionless designs of Facebook and LinkedIn forms have put a fresh spin on gathering prospect data. Success measures are relatively straightforward within each platform, allowing savvy marketers to quickly determine efficacy of individual ads or ad sets in supporting business goals. LinkedIn and Facebook will continue to innovate and look for ways to provide value to advertisers. For now, lead generation forms offer excellent ROI for marketers who understand how to leverage these powerful new tools.