Is Facebook lead generation worth it?

Every business wants their prospects to convert to buying and loyal customers. The challenge is how to creatively attract, reach out, and build a fruitful relationship with their leads.

Facebook is arguably the most popular social media platform. With 2.6 billion monthly active users as of the first quarter of 2020, it would be a shame and a huge loss for companies not to take advantage of Facebook as a lead generation tool.

Facebook as a lead generation tool

According to Statista, eight million active advertisers use Facebook to promote their products and services. With a variety of platforms under the Facebook umbrella, like Instagram, WhatsApp, and Facebook Messenger, investing in time, money, and effort on this top social media platform will most likely be effective.

Adopting Facebook to attract leads

Using Facebook for business gives you a variety of choices on how to reach out to your prospects. You can start by using the social media platform for free by doing the following:

Create a page 

Create a page for your business where you can post about your goods and services, informative blogs, and videos. Your existing customers can also leave reviews on your page, which hopefully will attract new clients.

Facebook Marketplace

With the Facebook Marketplace, you can buy and/or sell products locally. As long as you have a Facebook account, Marketplace provides a convenient way to offer, promote, and sell your products in your area.

To further your lead gen game, Facebook offers the following to diversify your leads:

Lead ads

Lead ads allow you to find and connect with people interested in your products or services. Through Instant Forms, you can collect your leads’ basic information. You can also make them answer custom questions to help you understand your market.

You can make your Lead ads appear on the Facebook news feed, Marketplace, as well as on Facebook and Instagram stories.

Lead generation in Messenger

Setting up a lead gen campaign in Ads Manager and using a template manager can help businesses generate and qualify leads. Lead generation in Messenger can improve the quality of generated leads and nurture a high volume of leads cost-effectively.

Automatic or manual placements on Instagram

Your lead ads posted on Facebook can also run across a different set of audience through Instagram. To do so, create your lead ads in Ads Manager and use either Automatic Placements or choose Instagram in Manual Placements. Automatic Placements is selected by default.

There are a few differences between the ads posted on Facebook and Instagram:

1. While lead ads are available for both desktop and mobile versions on Facebook, they are only available for the mobile version of Instagram.
2. Not all pre-filled fields are not available on Instagram.
3. The only form type available for Instagram is More Volume. The Higher Intent lead form is also not available in this platform.

Is it worth it?

Yes. Through the years, Facebook continues to have a growing number of active users. As long as your business’ lead gen efforts are handled by a competent lead generation specialist or digital marketing manager, investing as a lead gen tool is efficient and worth it.