In the Fall of 2016 we wrote about Facebook’s introduction of lead generation ads as their latest attempt at keeping as much traffic on Facebook as possible:
While lead gen ads started very clunky – with a ton of manual effort needed to follow up on your leads – everything seems to indicate that their latest ad format is well on its way to become a platform staple. Third party platforms are now well integrated and Facebook has also made its API available for lead extraction, which has allowed for better automation of lead transfer to your CRM funnel. Now that the ad format has matured, it is no surprise that Facebook has unveiled an extension of lead ads to run on Instagram.
Making lead generation ads work for Pharma
While lead ads are flourishing in other industries, pharma is having a hard time wrapping its head around the issue of sensible data acquisition via social. It is important that we address this issue first, as the best practices we’re recommending in the second half of this blog will have no effect if your legal and regulatory team are not put at ease first.
Who owns the data?
The lead gen form presented to Facebook users is already pre-populated with information that the user has willingly provided Facebook under their terms of service when they opened their account – that’s the beauty of lead gen data acquisition. Facebook then allows you to work with its API to extract leads and host them in an external site owned by your company. This prevents Facebook from seeing any of the gathered data as no data is stored in their servers.’
How is data transferred from Facebook to your company?
Since sensitive data is never seen by Facebook, this transfer of data does not happen. Only your company will be able to see and have access to it. In reality, it is no different than lead acquisition using a more traditional website form.
Lead Generation Best Practices
Now that we got data ownership out of the way, let’s talk about how you can use lead ads for your brand. While pharma Facebook pages have varying objectives, there will come a time where you may want to drive traffic to one of your CRM tactics. For the right type of campaign, lead ads can be very effective.
Make it an offer they can’t refuse: As with any lead generating tactic, it is vital to identify what will be your brand’s “lead magnet” – what offering will your audience find so irresistible they have to get in touch with you. Think in terms of a doctor discussion guide, a sweepstake, patient support resources, or a brand new savings card.
Keep it short and sweet: The lead gen form allows for customization, offering a large number of fields you can add to your form – including open ended questions. Before you get excited about the possibilities, remember we live in a mobile world. Not only does it not feel natural to fill up 10 structured questions on your mobile phone, there is also not enough trust from a user to do so. A traditional landing page is better set up to address trust issues (and provide enough safety information!). A maximum of three fields may be a good sweet spot to make sure your cost per lead does not go through the roof.
Target audiences who’ve already shown interest in your product: Building on the trust issues of the previous point, it may be smarter to work with your media person to target custom audiences. Facebook’s custom audiences allow you retarget based on successful leads from previous online and offline efforts, meaning you’ll be showing your ad to people who’ve already engaged with your content before.
Be smart with your follow-ups: Social media leads will have a short term memory. The interaction with your brand happened in a matter of seconds and they may not remember you if your first email blast goes out days later. Consider a specific CRM flow for leads gathered through social, with a quick touch point shortly after the lead is received.
Test, test, test! If you’re using lead gen ads to replace your current lead acquisition strategy on social, make sure to A/B test both your old approach against lead ads. There are many factors that will influence your cost per lead and you don’t want to triple that cost only to follow Facebook’s new shiny ad format.
Are you itching to try lead ads for your next campaign? Let us help!
I’ve only scratched the surface of lead ads best practices and would love to tell you more about them. Get in touch with your Klick Social representative and let’s get started.