Lead generation marketing is the process of obtaining your potential customer’s contact information using various online, on-air and on location marketing actives.
One of the most popular and cost effective marketing activities used by marketers is Facebook lead generation advertisements. Facebook Lead Generation ads give businesses the opportunity to launch ads that encourage people to sign up or register for an event, newsletter, promotion, or offer.
Lead generation ads look very similar to any pay-per-click campaign that is launched on Facebooks platform. However, when a customer clicks on a lead generation ad a form opens up and with one click the interested customers can automatically enter in their contact information.
Building a leads list alone will not generate revenue, thus successful businesses integrate Customer Relationship Management (CRM) systems such as Salesforce, Marketo, Maropost, and Oracle Marketing Cloud which is designed to optimize revenue, profits, and customer satisfaction.
Using CRM systems effectively will help businesses develop lucrative relationships with potential customers at every stage of the sales funnel and buyers Journey. On average marketers who implement an effective lead nurturing strategy receive a 20% increase in sales opportunities from nurtured leads than from non-natured leads.
Following up on a lead must be done in a timely manner thus ‘out of sight, out of mind’. According to Harvard Business review, companies that follow up on a lead within an hour of receiving a lead notification are seven times more likely to qualify that lead than those who were contacted after an hour.
Measuring your marketing performance based on the number of leads generated should not be the only key performance indicator used to measure success. Including metrics such as Click—Through-Rate, Conversion Rates, Email Open Rates, Cost Per Lead, and lead qualification are all significant metrics that should be taken into account when analyzing lead generating advertisements.