Lead generation ads appear to be all the rage in the pharma world, as they are (so far) proving to be a straightforward tactic for injecting fresh leads into a brand’s CRM stream. But is your brand team ready to turn on that firehose?
Lead Generation ads are now possible on a number of social platforms. We wrote about best practices for Facebook lead gen ads a while back, but other social platforms appear to be implementing lead gens in a similar manner. Check out our previous post if lead gen ads are new to you (go on, we’ll wait – Ed).
With brand planning season upon us, pharma brands have jumped at the opportunity of bringing in social leads into their CRM. But have we paused to think if the extended brand team is ready to receive these leads or are we too busy chasing the latest social shiny object? Unlike other forms of advertising, lead gen ads cannot exist in a vacuum.
The following are a couple of requirements we’ve identified when pushing forward with a lead generation tactic:
- No social media page? No problem!
Don’t let the lack of a social presence deter you from exploring lead gen ads. Brands can create pages that exist solely for advertising purposes, never once posting organic content (therefore limiting their need for content creation/moderation).
- Make sure you know what to do with your leads once they start coming
Will you be injecting social leads into your current CRM stream or will you segment them via a personalized stream? Consider updating CRM emails especially if you’re including a social-only incentive.
- Marry CRM streams to lead gen content
If updating the CRM stream is not in the cards this year, fear not. You can always customize the lead gen content to match your current email content. Regardless of whether or not you’ll be updating CRM, make sure that both the lead gen ad and the form themselves allude to content being offered on those emails.
- Clarify any fears around handling of private information early
- Listen to your media teams’ suggestions
If your media team or agency does not know you want to do lead gen ads then they may not be accounting for the newness of this tactic in their media plan. Because lead gen ads are still fairly new, media teams will want to test the waters and A/B test lead gens with their own parameters.
If any of these checklist points raise any flags, it may be best to slow down and regroup internally. Listen carefully to your subject matter experts and be as proactive as possible. As with any new tactic, spending a couple extra hours at the beginning during set up will save you from burning hours troubleshooting live content.
Got any questions around lead generation ads? Speak to your Klick Social representative and let’s get started.