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If you're looking to generate more leads from your Facebook and Instagram campaigns and improve the quality of those leads, Meta's new features are definitely worth exploring. In this video, the speaker walks you through the new Rich Creative option for lead forms, which allows for more information and benefits to be included, as well as the Build Your Story section, which can help clarify the process for potential leads.
Key Takeaways:
- Meta's new Rich Creative option for lead forms allows for more information and benefits to be included, improving the quality of leads generated.
- The Build Your Story section can help clarify the process for potential leads, making them more likely to take the next step.
- Consider using these new features to improve the effectiveness of your lead generation campaigns on Facebook and Instagram.
Creating a Leads Campaign
To create a successful leads campaign, you need to take advantage of the latest features available to you. Meta has recently released some awesome new features that are really going to help you get more leads from your Facebook and Instagram campaigns and get better quality leads.
Once you select Rich creative, you will see that a number of other options have changed and you've got extra stuff that you can add. For example, you can add two to three unique benefits to help support the overview. These are the benefits associated with your product and service. You'd want to give this quite a bit of thought and time to make sure this really sells whatever it is you're offering.
The new Build Your Story section is only available if you select the Rich creative option. This section provides a few different options, such as how it works, get started, more about us, how we're different, and highlights. Select the one that best suits your business and the details that you want to explain.
The Product section is great if you're advertising products, but you can also select Services, Best Sellers, Plans, Courses, and Programs. Facebook is creating a carousel ad format where you've got these cards, you've got an image, title, description, and more. Add in the image that's relevant, and then add in the benefits and more information to sell your products and services.
Navigating to Ad Level
To access the new lead form features in Meta, you'll need to navigate to the ad level in Ads Manager. Once you're there, scroll down to the lead form section and click on "Create Form".
Lead Form Section
The lead form section is where you'll create your lead form and customize it to your specific needs. With the new Rich creative option, you can now provide more information to potential leads and make your form more appealing.
Choosing a Form Type
The first thing you'll need to do when creating your lead form is to choose a form type. You can select from "More Volume and Higher Intent" or "Rich Creative". If you choose the Rich Creative option, you'll be able to integrate your company's images and messaging, including an optional "About Us", "Product Details", and "Review" sections.
Once you've selected your form type, you can add an intro and overview section to explain what people need to do and why they should fill out the form. You can also add 2-3 unique benefits to help support the overview and convince potential leads to respond when you try to contact them.
With the new "Build Your Story" section, you can explain how your product or service works and add specific benefits for each product or service you offer. This section can be customized to fit your business needs and help potential leads understand the process and benefits of working with you.
Rich Creative Option
If you're looking to generate leads from your Facebook and Instagram campaigns, the new Rich Creative option from Meta is definitely worth considering. This feature allows you to create lead forms that integrate your company's images and messaging, including an optional "about us," product details, and review sections.
To get started, select the Rich Creative option when creating your lead form. This will give you access to a number of new features that can help you generate higher quality leads and improve your conversion rates.
Adding Intro Information
One of the key benefits of the Rich Creative option is the ability to add more information to your lead form. When creating your form, you can add an intro section that provides more details about your product or service. This could include information about your company, your unique selling points, or any other details that might help convince potential customers to fill out your form.
By providing more information upfront, you can increase the likelihood that people will respond to your call to action and become a lead. This is particularly important if you're using the in-app lead form within Facebook and Instagram, as the Rich Creative option can help make this option more powerful and likely to convert.
Benefits Section
Another key feature of the Rich Creative option is the ability to add a benefits section to your lead form. This section allows you to highlight two to three unique benefits associated with your product or service.
By highlighting these benefits, you can help convince potential customers that your product or service is worth their time and money. This can be particularly useful for lead generation campaigns, as it can help improve the quality of your leads and increase the likelihood that people will respond when you try to contact them.
Build Your Story Section
The Build Your Story section is a new feature available in the Rich Creative form type. It allows you to add more information about your product or service to help convince potential leads to take the next step. This section is particularly useful for businesses that have a multi-step sales process or those that offer complex products or services.
When you select the Rich Creative form type, you will have access to the Build Your Story section. Within this section, you can choose from several options, including How It Works, Get Started, More About Us, How We're Different, and Highlights. Select the option that best suits your business and the details you want to explain.
For example, if you offer a service that requires a consultation call, you can use the How It Works option to explain the process. You could start with a free consultation call with one of your experts, followed by a bespoke proposal and a fully bespoke plan of action for their business. By laying out the steps in the process, potential leads will be more likely to take the first step and book the consultation call.
The Build Your Story section also allows you to add unique benefits to your product or service. These benefits can be added to the overview section or the specific product or service section. By highlighting the benefits of your product or service, you can convince potential leads to take the next step and become a customer.
How It Works Option
If you're looking to generate leads through Facebook and Instagram campaigns, Meta's new Rich creative option is a great way to make your lead form more powerful and likely to convert. When you select Rich creative, you'll get access to a number of new features that can help you sell your product or service, and convince people to respond when you try to contact them.
Product Section
One of the key features of the Rich creative option is the ability to add a Product section to your lead form. This section allows you to showcase your products or services in a carousel format, complete with images, titles, descriptions, and specific benefits. This makes it easier for potential customers to understand what you're offering, and why they should choose your product or service over others.
Adding Services
If you offer services instead of products, you can still take advantage of the Rich creative option by selecting the Services option in the Product section. This will allow you to showcase your services in the same carousel format, complete with images, titles, descriptions, and specific benefits. This is a great way to sell your services to potential customers, and convince them to take the next step in your sales funnel.
Specific Benefits
In addition to the Product section, the Rich creative option also allows you to add specific benefits to your lead form. These benefits can be customized to your product or service, and can help convince potential customers to respond when you try to contact them. For example, if you offer Facebook and Instagram ads, you could add benefits like ongoing optimization, daily monitoring, and ad creative included. These benefits can be a powerful way to sell your product or service, and convince potential customers to take the next step in your sales funnel.
Final Thoughts
In conclusion, the new Rich creative form type from Meta is a game-changer for lead generation campaigns on Facebook and Instagram. With the ability to add more information and benefits, businesses can now better sell their products or services and convert more leads. The new "Build Your Story" section is also a great addition, allowing businesses to lay out their process and help potential customers understand the next steps.
It's important to note that while these new features are primarily focused on lead generation through the in-app lead form, businesses should still consider testing this method even if they generate leads through their website. The improved features are likely to result in higher quality leads and better conversion rates.
FAQs
As you start using the new Rich creative lead form, you may have some questions about how to best utilize it. Here are a few frequently asked questions to help guide you:
Q: Can I still use the old lead form format?
A: Yes, you can still use the old format if you prefer. However, we highly recommend using the new Rich creative format as it provides more opportunities to sell your product or service and can lead to higher quality leads.
Q: How do I know if the Rich creative format is right for my business?
A: If you want to provide more information to potential leads and increase the chances of them responding to your follow-up attempts, then the Rich creative format is likely a good fit for your business. However, it's always a good idea to test different lead form formats to see what works best for your specific business and audience.
Q: Can I customize the Rich creative lead form to match my brand's look and feel?
A: Yes, you can customize the lead form with your own branding elements, such as logos and images. This can help make the lead form feel more cohesive with your overall brand and increase brand recognition among potential leads.
Q: How do I ensure that I'm getting high-quality leads from the Rich creative format?
A: One way to increase the quality of leads is to ensure that the benefits and product/service information provided in the lead form are clear and accurately represent what your business offers. Additionally, following up with leads in a timely and personalized manner can help increase the likelihood of conversion.
Overall, the new Rich creative lead form format provides exciting new opportunities to generate high-quality leads from Facebook and Instagram campaigns. By customizing the lead form with your own branding and providing clear and compelling product/service information, you can increase the chances of converting potential leads into customers.
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