Most marketers think they know the users of their products very well, and often confuse customer data with customer analysis, but forget that the best way to understand users' thoughts is to ask them questions. ?
If your marketing goals are market research, customer feedback, and open pre-registration of games, Facebook's clue advertising may be the most suitable solution.
What is Facebook's leading advertisement?
Lead Ads is a promotion form of Facebook, which allows marketers to obtain detailed information from customers and provide related opportunities, such as news subscription, demonstration request or competition registration.
When users click on the lead advertisement, they will see a form filled with Facebook profile. The rest can be done with a simple click. If you fill in the form on the mobile side, the time required is only 60% of that on the PC side. Because Facebook specifically optimizes the experience of mobile devices for clue advertising. When users fill in the form, advertisers can download the form information directly in the advertising background, or associate it with their own customer management system.
Successful cases of clue advertising
Marketing goal: increase ticket sales.
The Los Angeles Auto Show has launched many Facebook advertising activities to promote its large-scale activities, but clue advertising is very important to enhance customer interest. In order to find car enthusiasts and increase ticket sales, the Los Angeles Auto Show has created a series of clue advertisements aimed at those target groups with similar characteristics to those who have already bought tickets online.
Clue ads offer discounts on air tickets for those who complete the form. Importantly, representatives of the Los Angeles Auto Show tracked sales, and online ticket sales increased by 37% over the previous year.
Marketing goal: clear market insight
In order to evaluate the market interest in affordable disposable contact lenses, Hubble created a simple registration form by using clue advertisements. If you are interested in learning more about contact lenses, the company requires people to provide email addresses.
Although the company has not launched their advertising campaign, this market information has played an important role in raising funds for the company. Jesse Holovitz, co-CEO, said: "The data of this event raised $3.7 million for us as a seed bridge, which enabled us to invest a lot of money in marketing from day one."
When Hubble launched the advertising campaign, these pre-collected email lists were used to improve the conversion rate of advertisements.
Myra: Reduce the sampling cost.
Myra, a brand of UL Dermatology, is a big brand in the Philippines, and it expands the national customer base by providing samples offline. In order to develop online business and reduce costs, Myra turned to Facebook to advertise clues.
This skin care brand uses similar audiences and customized audiences to target existing customers and new potential customers. This activity * * * won the registration of 1 10000, and the single registration fee was reduced by 7 1%.
How to collect more business cards from clue advertisements?
When the user clicks on your clue advertisement and fills in his contact information, it will be called a business card. How to persuade more users to fill in the information as soon as they see the text filling box instead of closing the window?
Here, I share some tips with you:
One: Provide incentives
People will be more willing to share their personal information with you if you offer small gifts and rewards. Whether it is a coupon or a free download, a good incentive will let customers know how much you value their information.
Popular reward forms include:
Get a discount or discount
Participate in lottery and competition.
Receiving product samples
participate in activities
Pre-ordered products
Download research results and white papers
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Two: Clear your information, introduce your brand value proposition in advance, and let people know what the registration is for. Although optional, Facebook recommends that this information be included in the promotional copy and the introduction at the beginning of the form. In addition, brand information is added to the whole experience so that people can clearly know who they are sharing their information with without any misunderstanding. It is also important to choose the right pictures to convey information. For example, Revel Systems, a sales system provider, tested different advertising materials of its main advertising campaign and found that it was better to focus on the image of the product. Please click to enter a picture description.
Third, use eye-catching content and format, just like any other Facebook advertisement, choose the appropriate advertising form and give full play to the best effect of clue advertising. For example, if you want to show a variety of products or functions, perhaps carousel advertising is the best choice. Telling stories with short videos is the best way to improve brand awareness.
Don't think that if you provide customers with small gifts and discount coupons, customers will flock to you and ignore advertising creativity. Only by adding high-quality pictures and videos, clear copy and CTA buttons to the advertisement can we get better advertising effect.
Fourth, keep it simple and clear? The easier it is to fill in the form, the higher the completion rate. According to Facebook statistics, every time a question is added, the chances of giving up filling out the form will increase.
Ask only the most relevant information. If your form question contains multiple choice answers, please limit the number of options to three or four.
Ask the Right Questions If the questions provided by Facebook don't meet your needs, you can create custom questions. Design questions in short answer questions, multiple choice questions and conditional questions, and change the next question according to the answer to the previous question.
Still don't know what questions to ask? You can refer to the advice given by Facebook officials.
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Six: Follow-up plan? Fast follow-up can significantly improve the chances of transformation. The sooner you act, the better. Companies that get in touch with customers within an hour are seven times more likely to get the final payment customers than other companies.
Instant messaging software such as whatsapp and messenger is the first choice for consumers to contact brands. Two-thirds of customers will send SMS as their preferred communication method, usually before telephone, real-time chat and face-to-face communication. Perhaps you can consider using Facebook Messenger to let users publicize their intentions through online instant messaging software before they finally buy or reach an intention.
Seven steps to create a Facebook lead advertisement 1, create an advertisement in the advertisement management tool, and select the marketing target of "potential customer development"
2,? Select the public homepage for publishing, click View Terms, and then agree to the Facebook Lead Ads Terms and Conditions after reading it.
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3. Just like regular advertising, choose the target audience, display location, budget and schedule. Note: Clue advertisements cannot target people below 18. ? 4. Choose the advertising form. You can choose carousel, single image, video or slide show. And add the title, text and calling language.
On the advertising page, the mobile terminal is the first choice. ? Because Facebook has specially optimized the form filling on the mobile terminal, it is easier for advertisers to obtain form business cards on the mobile terminal.
4. Scroll down and click Create Form. Here, you can add the form title, type, introduction, questions, privacy policy and thank you page.
Introduction: Explain why people are required to fill out this form. (Although the prompt is optional, advertisers are advised to fill in the introduction. )
Form Type: Under the form type, you can choose: increase the submission amount or "increase the intention". If the goal of your advertising campaign is to get as many people as possible to fill in the form, please select "Increase Submission". Selecting "Improve Intention" will add a step to the form, allowing people to review and confirm their information before submitting. If your marketing goal is to clinch a deal, it is suggested to use "increasing intention".
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Custom Questions: You can choose two types of questions-standard questions (i.e. gender, position) and custom questions. Try to ask customized questions related to your business, such as: "Is your life insurance about to expire?" . Please note that the table can contain at most 15 questions.
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Privacy Policy: Lead ads need to link to the company privacy policy page. So make sure that there is such a corresponding page on your website.
Thank you page: This page will appear after the form is submitted. You can also add calling words or download links here.
5. If the design of the form has been confirmed, click Finish. After you click Finish, you will not be able to modify the form. If you want to modify it, you can only create a new form again.
6. Complete the form design and submit the advertisement to enter the normal advertisement review link.
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