Why are Quality Leads important in the Insurance Industry
Meta Platform and its efficiency
Meta ads defined
How are meta ads beneficial in generating Qualified Insurance leads
Outcomes of Banisoft’s Meta Ad Campaign for an Insurance Client
Conclusion
Generating leads is essential in the insurance and mortgage industry, as it opens doors to expanding your clientele, boosting sales, and, ultimately, increasing revenue. We all recognize this truth!
But, have you ever paused to think whether your main focus is just generating more leads or turning those leads into customers?
Sure, saying, “We generated 10,000 leads last week” sounds way more impressive than “We got 100 leads last week,” but does it matter?
Out of those 10,000 leads, how many turned into customers? You might be thinking the more leads, the more conversions—but that’s not always the case!
The truth is only a small percentage of this big number of leads will become customers.
70% of marketers say they’d rather have quality leads over a large quantity of them.
So, instead of obsessing over the number of leads, let’s try focusing on understanding what quality leads are.
Quality Leads
Simply put, quality leads are people who are genuinely interested in what you’re offering and have a higher chance of making a purchase.
A lead doesn’t have to buy anything immediately, but they should show interest in doing so. That way, you can keep chatting with them and build a connection.
Why are Quality Leads important in the Insurance Industry?
Quality lead generation helps insurance agents focus on attracting and nurturing leads more likely to become customers. By pursuing quality leads, agents avoid wasting time and resources on uninterested individuals.
Quality insurance leads create strong, long-lasting relationships with potential clients. This allows agents to have personalized conversations, understand their needs, and customize their approach.
Quality lead generation not only results in immediate sales but also promotes growth by bringing in a steady stream of interested people who may become customers over time.
Alright, now that we’ve figured out why quality leads are important, let’s dive deeper into how you can generate them!
Introduction to Meta Plattform
Back in the day, lead generation was all about advertisers spreading the word and creating buzz around their business while sales teams cold-called potential customers. But times have changed!
But now, with digital technology at our fingertips, we can find the folks who are most likely to become customers way more efficiently.
What lead generation is all about these days is getting to know your potential customers throughout their entire shopping journey.
This helps you build trust, forge a connection, and gently guide them toward being genuinely interested in your business until they’re ready to make a purchase.
So, what’s the ultimate platform to connect and engage with people? There’s no denying it’s Meta! 67% of B2B marketers rate Meta as the top social media platform for generating leads.
Why is Meta Plattform the most effective?
Are you curious as to why Meta platforms are so popular? Just take a look at these eye-opening stats!
70% of internet users are active on at least one Meta platform, be it Facebook, Instagram, Messenger, or WhatsApp.
Instagram isn’t far behind, with over 2 billion active monthly users and a potential ad audience of 996 million on Instagram Stories alone.
WhatsApp takes the top spot as the most used mobile messenger app in the world, boasting 2 billion active users worldwide!
So, now that you’ve grasped the extensive reach and potential of Meta Platforms, you’re probably thinking about how to engage with both new and existing customers, connect with people, and discover communities on Facebook, Instagram, Messenger, and WhatsApp.
Well, the solution is simple – Meta Ads!
We’ll explore what Meta ads are all about, why they’re essential in generating quality leads, and how our digital marketing company has harnessed their potential to deliver incredible results for our insurance clients.
Section 1: Meta Ads Defined
What are Meta ads?
Meta ads are advertisements displayed on Facebook, Messenger, Instagram, or the Meta Audience Network.
They appear when users browse their Facebook feed, view Instagram Reels, or check Messenger messages.
Meta ads, which you see on platforms like Facebook, Messenger, Instagram, or even the Meta Audience Network, are paid messages from companies.
Documented in their style and tone, these ads help businesses connect with the people who matter most to them. Meta ads include:
Facebook Ads
Facebook Ads is an advertising platform on the social network Facebook, used to promote products and services with text, image, or video posts.
With over 3.03 billion monthly users on Facebook, you can reach any desired audience.
Instagram Ads
Instagram ads promote businesses through posts featuring their products or services.
These posts can appear in various formats like Instagram feeds, stories, or both.
They may contain images or videos with accompanying text and a website link of the company’s choice.
Whatsapp Ads
WhatsApp Ads are buttons in your Facebook or Instagram advertisements that direct potential customers to a WhatsApp conversation with your business.
Here, they can learn more about your products or services and speak directly with a sales representative.
Section 2: How are meta ads beneficial in generating Qualified Insurance leads?
Navigating the cutthroat world of insurance can be quite a challenge for agents, especially when it comes to finding high-quality leads.
It’s like trying to find a needle in a haystack – searching far and wide for those potential clients who are truly interested in buying insurance products.
Common Challenges for Insurance Agents Getting Leads:
With many insurance agents competing for a limited number of potential customers, it’s hard for individual agents to stand out and attract qualified leads.
Building trust and credibility is essential in the insurance industry. To gain the confidence of potential clients, a strategic approach is needed.
In the digital age, consumers’ research and buying habits have changed significantly. Insurance agents must adapt to new channels and platforms where potential clients seek information, staying updated with digital marketing trends.
Using Meta ads in the insurance market effectively engages leads and generates qualified leads. Here’s how:
Benefits of Lead Generation Campaigns Using Meta Ads
First, Meta Ads are highly targeted, letting brands reach specific audiences based on interests, behaviours, and demographics. This results in better leads from users who are more likely to be interested in products or services.
Second, Meta Ads are cost-effective since brands only pay for received clicks or impressions.
Also, Meta Ads provide a smooth user experience, allowing users to complete lead forms without leaving the platform. This leads to higher conversion rates and better leads for the brand.
Using data and analytics, Meta Ads help identify top leads and target them with personalized messages. This saves time and resources while increasing conversion chances.
With Meta lead forms, businesses gather more than just names and email addresses. They can collect information like buying motivations, interests, problems to solve, and more.
Lastly, Meta Ads help identify audience segmentation opportunities. By creating multiple ad sets targeting different groups based on demographics, interests, or behaviours and analyzing their performance, you can discover which segments engage best with your brand and message.
To help you understand better, here’s a real-world example:
Section 3: Impressive Outcomes of Banisoft’s Meta Ad Campaign For an Insurance Client
In this example, we show how our well-planned meta-ad campaign doubled the number of leads and lowered the cost per customer for our insurance client.
Client Details:
e Agent (Name confidential)
Industry: Insurance
Location: United States
Goal: Boost lead generation and lower the cost per client acquisition
Challenges:
Our client, an experienced insurance agent, faced multiple challenges such as:
3. Worries about the rising cost per client acquisition.
4. Limited online exposure and visibility.
Strategy:
We developed a clear digital marketing plan to tackle these challenges and achieve the client’s goals – gaining quality leads while cutting down the cost per client acquisition.
Our team set up targeted and efficient paid media ad campaigns on Facebook and Instagram.
Implementation and Results:
Using the incredible audience-targeting features of these platforms, we were able to pinpoint and connect with our client’s perfect customers better than ever before.
Our well-planned approach led to some truly outstanding results for our client:
– A Whopping 200% Surge in Leads: By rolling out expertly targeted ad campaigns and fine-tuning our message, we saw a huge jump in the number of leads we generated.
In just the first six months of working together, our client experienced a fantastic 200% increase in overall leads.
– Cut Down Client Acquisition Costs: We cleverly maximized ad spending and boosted ad quality, which substantially lowered the cost of acquiring each new client. This led to an impressive 28% reduction in costs per client.
– Enhanced Online Presence: Our digital marketing magic worked wonders in raising the client’s visibility on the internet, helping to reel in even more leads.
– High-quality Leads: By focusing on specific demographics and using insightful, data-driven strategies, we made sure that the leads we brought in were high-quality and primed for conversion.
Testimonial:
Our client expressed their satisfaction with our services –
“Working with Banisoft has been a game-changer for our business. We’ve seen an incredible increase in leads, and our cost per client acquisition has never been this efficient. Their expertise and dedication to our success are truly commendable.”
Conclusion
To wrap things up, Meta Ads has truly been a game-changer when it comes to generating top-notch insurance leads, and Banisoft’s winning approach is a perfect example.
By harnessing the transformative power of Meta Ads and utilizing targeted strategies, Banisoft successfully delivered remarkable results for clients, both in terms of lead quality and volume.
This highlights the huge potential that Meta Ads hold in updating how we get insurance leads.
This showcases the immense potential of Meta Ads in revolutionizing insurance lead-generation initiatives.
Don’t miss out on this incredible opportunity! Get in touch with Banisoft today for a chat, and let us help your business soar to new heights with Meta Ads.
Facebook, with a staggering 11.2 billion visits and 1.5 billion unique visitors, stands as the third most popular website globally, with an average visit duration of 31 minutes.
A noteworthy statistic reveals that 75% of individuals belonging to the high-income bracket actively utilize Facebook.
Photos make up approximately 36% of all Facebook page postings.
Facebook Shops, a global phenomenon, boasts a count of 250 million across the world.
The potential reach of Facebook advertising spans a massive 2.11 billion individuals.
As of 2023, Facebook proudly supports a community of over 10 million active advertisers.
A significant portion, specifically 34.1%, of adults aged 13 and above from all around the globe encounter Facebook advertisements.
Among the American population aged 13 and above, an impressive 63.7% are exposed to Facebook ads.
On average, Facebook charges a reasonable $0.97 per click.
Advertising on Facebook remains a viable option despite the emergence of new social media platforms like TikTok and other social media platforms. Knowing how to advertise effectively on Facebook continues to be an essential skill for most marketers.
Presently, Facebook ads have the potential to reach a staggering 2.17 billion people, approximately 30% of the global population. Moreover, the platform’s active user base continues to grow, and according to SocialPilot, ad revenue as of Q3 2022 will be $82,387 million.
While these numbers are impressive, the true power of Facebook lies in targeting your message toward the specific segment of users who are most likely to be interested in your products or services.
By considering factors such as demographics, location, interests, and other profile information, Facebook ads can be tailored to reach your target audience effectively. Businesses can allocate an ad budget and bid for each click or a thousand impressions the ad receives.
Like Instagram, Facebook ads appear in various app sections, including users’ feeds, Stories, Messenger, Marketplace, and more. Although they resemble regular posts, they are always labelled as “sponsored” to indicate their status as advertisements. Facebook ads offer more features than regular posts, such as call-to-action buttons, links, and product catalogues.
Incorporating ads into your overall Facebook marketing strategy is highly recommended to expand your brand’s reach and engage with more users.
Types of Facebook Ads
Facebook offers a range of ad types and formats to cater to different campaign goals. These include.
Image ads
Video ads
Carousel ads
Instant Experience ads
Collection ads
Lead ads
Slideshow ads
Stories ads
Messenger ads
The diverse ad formats allow you to choose the most suitable type that aligns with your specific business objectives. Each ad format provides different call-to-action (CTA) options to guide users toward the desired actions.
By leveraging the various Facebook ad formats, you can effectively promote your business and drive results based on your campaign goals.
Image ads
Image ads serve as a fundamental ad format, consisting of a single image. They can be utilized across various ad types, placements, and aspect ratios.
Creating image ads is straightforward, and you can effectively showcase your product or service with high-quality photos. This ad format is versatile and suitable for different stages of your marketing funnel, whether enhancing brand awareness or driving conversions through promotional offers.
While image ads are a versatile choice, they can be limiting as they rely on a single image to convey your message. If you need to demonstrate product functionality or showcase multiple products, the single image format may not be optimal.
Best practices for image ads:
Pay attention to aspect ratios to ensure your content is not distorted or cut off.
Put effort into creating visually appealing images that stand out on Facebook.
Keep your message concise by using only the necessary text.
Learn more about image ad specifications.
Video ads
Video ads utilize a single video to promote a product or service. Video advertising generates high audience engagement; even small companies can create simple videos to entertain and connect with their audience.
The only drawback of video ads is that they require more time to produce. An image or carousel ad might be more efficient if you have a straightforward message.
Best practices for video ads:
Keep your videos short (Facebook suggests less than 15 seconds).
Start with a captivating opening to engage your audience.
Read our comprehensive guide to effective video ads on Facebook.
Playable ads
These are the newest ads from Facebook and offer an interactive and distinct experience to users. Playable ads provide the users with a sneak peek or an interactive preview before they download an app. As a result, one can find higher-intent users for your app with this try-before-you-buy experience.
Slideshow ads
Slideshow ads feature 3 to 10 images or a single video presented as a slideshow. These ads are similar to video ads but consume significantly less data, making them suitable for markets with limited internet connectivity.
Slideshow ads provide an opportunity to capture readers’ attention through motion and sound, delivering the effectiveness of video ads even to those with no video-making experience.
Best practices for slideshow ads:
Use high-quality images and videos to make a strong impact.
Incorporate appropriate music (with the necessary rights).
Target areas with slow internet connections by utilising slideshow versions of your best-performing video ads.
Slideshows share the same specifications as video ads.
Stories ads
Stories ads offer full-screen immersive experiences between the Stories users view on Facebook, Instagram, Messenger, or WhatsApp. These ads can include videos, images, or carousels.
Stories ads provide more creative freedom than traditional video or image ads, allowing you to experiment with video effects, emojis, and augmented reality to leave a lasting impression on viewers.
While the Stories format is excellent for showcasing your brand, it’s important to note that Stories are not displayed in Facebook feeds, meaning they are not a one-size-fits-all solution for advertisers. Creating media for Stories may require specific formatting, resulting in additional work.
Best practices for Stories ads:
Maintain a quick pace in your Stories, frequently switching between different images and videos.
Utilise tools like motion and augmented reality to enhance the viewing experience.
Optimise your images and videos for a full-screen display.
Learn more about Story ad specifications.
Instant Experience ads
Instant Experience ads (previously known as Canvas Ads) are interactive ads exclusive to mobile devices, enabling users to engage with your content directly on Facebook.
With Instant Experience ads, your target audience can swipe through image carousels, tilt their screens, and use touch gestures to zoom in or out, offering a unique and immersive experience. Additionally, these ads load ten times faster than standard mobile web applications.
Instant Experience ads are a powerful tool, but they may require more time and effort, particularly for newcomers to Facebook advertising. If you prefer a more straightforward approach, sticking to basic ad formats might be more suitable.
Best practices for Instant Experience ads:
According to Facebook, it is recommended to include five to seven components (such as images, videos, etc.) in your ad as they tend to generate higher engagement.
Save time by utilising pre-made templates.
Emphasise your central theme repeatedly throughout the ad.
Learn more about Instant Experience ad specifications.
Carousel ads:
Carousel ads allow readers to navigate through multiple images or videos, each accompanied by its headline, link, or description.
Carousels are ideal for introducing readers to a wide range of your products, as each image within the carousel can direct users to a landing page specifically tailored to that product.
The carousel format can also effectively convey a story or explain a process by segmenting each section across different parts of the carousel.
Best practices for carousel ads:
Create unique headlines, calls-to-action (CTAs), and descriptions for each carousel section.
Link to multiple landing pages to provide a personalised experience.
Learn more about carousel ad specifications. Show the top-performing images or videos first to hook your audience.
Link to multiple landing pages to enhance the level of personalization for users.
Gain further insights on carousel ad specifications.
Collection ads:
A Collection ad offers a mobile window-shopping experience where readers can effortlessly browse your product lineup with a single tap. Collection ads can be seen as a more sophisticated version of carousel ads, as both display your product offerings. Still, Collection ads provide greater customization options and occupy the entire screen.
Collection ads are particularly suitable for extensive online stores, while companies that offer a limited range of products or services may find other alternatives more advantageous.
Effective strategies for Collection ads:
Allow Facebook algorithms to determine which products from your catalogue should be displayed to each specific user.
Ensure your catalogue contains a diverse range of products, providing Facebook with ample options for selection.
Choose a captivating image that grabs people’s attention and entices them to click on the ad.
Familiarise yourself with the specifications specific to Collection ads.
What is an Ads Manager?
Before starting work on ads on Facebook, it is important to know what the Ads Manager is. This tool is your starting point for running ads on Facebook along with Messenger or Audience Network and even Instagram. The all-in-one Ads Manager is a great tool for creating ads, managing them, and tracking how your campaigns perform. You can get the app for iOS and Android and have the power to create and edit ads, track their performance, and manage ad budgets and schedules.
The brand-new advertising platform is designed to help you achieve your business goals effectively. Our comprehensive campaign management features give you full control over your ad creative, copy, and device optimization. Let’s dive into the key features:
Advertising Objectives: Define your advertising objective to align with your business goals and track your progress effectively.
Audience Targeting: Fine-tune your target audience to ensure smarter ad targeting. Whether you prefer a broad reach or a well-defined audience, our platform offers the flexibility you need.
Budget Management: Set an overall budget for your campaigns and choose whether it applies to each day or the entire campaign duration. Stay in control of your ad spending effortlessly.
Multi-App Reach: Extend your ads across Facebook’s extensive family of apps and services. Our automatic placements maximise flexibility, allowing our delivery system to optimise your results.
Campaign Optimization: Easily adjust your campaign settings, including budget, audience, placement options, and creative elements. Make edits individually or in bulk, and pause, duplicate, or relaunch campaigns at any time.
Dynamic Creative: Enhance performance with personalised ads through dynamic creative. By combining ad components like images, videos, and text in optimal ways, we deliver engaging content tailored to your audiences.
A/B Testing: Run A/B tests to determine the most effective target audience, delivery optimization, placements, creative, or product sets for your ad campaigns. Make data-driven decisions to optimise your results.
Real-Time Insights: Gain valuable real-time insights into your ad performance with our robust reporting tools. Spot trends over time and identify areas for improvement, such as images, budget allocation, or audience targeting, to enhance campaign performance.
Experience the power of our advertising platform and unleash the potential of your campaigns. Sign up now to take your advertising to new heights!
Creating ads from your Facebook Page:
The most straightforward way to create Facebook ads is through your Facebook Page. Simply click on the Promote button, and you can initiate the process of promoting your brand and products. While not all ads can be created from your Facebook Page, the following types can be generated:
Boosted posts
Page Likes ads
Website Visitors ads
Website Purchases ads
Automated ads
Lead ads
Event ads
What is the cost of Facebook advertising?
When advertising on Meta technologies such as Facebook, Messenger, Instagram, or the Meta Audience Network, you have the flexibility to determine your advertising expenditure. Meta aims to maximise the results you receive within the specified budget. Whether you choose to allocate $5 per week or $50,000 per week, it’s entirely up to you.
Please note that certain advanced ad formats may have minimum spending requirements, and you will be notified of these during the creation process.
The concept of cost can be understood in two ways:
Overall expenditure: This refers to the total amount spent on advertising.
Cost per result: This relates to the expense incurred for each achieved outcome.
To manage your overall expenditure, you can control your budget. Likewise, you can regulate the cost per result by defining your bid strategy. If you’re unsure about bidding, we can automatically handle it for you, aiming to evenly distribute your budget throughout your ad campaign. Furthermore, we provide additional measures to ensure that you don’t exceed your desired spending limit:
Campaign spending limit: This allows you to set the maximum amount you are willing to spend on a specific advertising campaign.
Account spending limit: This enables you to establish an upper threshold for your total expenditure across all your campaigns.
In analysing the expenses associated with Facebook Ads, it is important to start by determining the average CPM (Cost Per Mile or cost per 1,000 impressions).
Over the past five years, the average Facebook Ads CPM has fluctuated between $11.2 in 2017 and $14.9 in 2021. These figures represent an average value across various industries and locations.
Due to the impact of the COVID-19 pandemic, there was significant volatility in 2020, with the rate dropping by 30% in March, decreasing from $11.5 in February to $8.82 a month later.
When considering the cost of generating specific actions associated with mobile apps, such as in-app purchases, subscriptions, or registrations, app marketers and brands need to consider this a critical factor in their return on investment (ROI) calculations.
The rates for generating actions through Facebook Ads can vary significantly across different industries. Numerous factors influence the rate within a particular business vertical, including competition levels, user engagement with ads representing products and services from diverse industries on Facebook, and, most importantly, the pricing of the products and services being advertised. Consequently, it is not surprising that the Facebook Ad CPA for the Auto industry costs $44 per action, while the Education industry has a significantly lower CPA of only $8.
Audience targeting: Narrowly targeting your ads to a specific audience usually incurs higher costs than a broader audience.
Ad placement: The costs may vary between ads displayed on Facebook and those shown on Instagram.
Campaign duration: The length of your campaign can impact the overall cost.
Competitiveness of your industry: Certain industries are more competitive in ad space, leading to higher costs, especially for products or shows with higher value.
Time of year: Ad costs can fluctuate during seasons, holidays, or industry-specific events.
Time of day: On average, the cost per click (CPC) tends to be lowest between midnight and 6 am in any time zone.
Location: Average ad costs differ significantly between countries.
To manage Facebook ad costs effectively, selecting the right campaign objective is crucial.
Each objective has its cost-per-click benchmarks. The five primary campaign objectives to choose from are:
Conversions
Impressions
Reach
Link clicks
Lead generation
The average cost-per-click varies depending on the specific campaign objective. For example, an impressions campaign objective may have an average cost of $1.85 per click, while a conversion campaign goal may have an average price of $0.87 per click.
Choosing the appropriate campaign objective is essential for achieving your goals while controlling costs.
Tips to post on Facebook
Facebook offers a multitude of advantages for advertisers, including a large user base, data-driven audience segments, and effective ad formats. The average Facebook user interacts with 12 ads every month, and a significant 78% of U.S. consumers have made purchases based on discoveries made on Facebook. To maximize your results, take advantage of the improved reporting features on Facebook.
Make use of reporting figures
While iOS and other privacy updates have caused disruptions in Facebook’s targeting and reporting ecosystem, the platform has been actively working on enhancements and solutions that you should leverage when optimizing your Facebook campaigns.
For instance, reintroducing the 28-day click attribution window is a valuable addition that provides more detailed insights and allows you to analyse your audience’s demographics within the ad account. Additionally, Facebook’s Conversions API helps address gaps in pixel data caused by the deprecation of third-party cookies.
Be Patient with Ad Sets
When making changes to your Facebook ads, it’s important to note that the algorithmic learning period is reset. Thus, it’s advisable to avoid frequent tweaks or adjustments, especially during the initial stages of a campaign, to allow for effective optimization. This has always been a good practice, and it’s even more crucial in 2023 and connecting with the right audience.
Keep a close eye on the delivery of your ad sets to ensure that your results improve over time. Stick to scaling at a rate of 20% every few days to maintain optimal performance. If you need to scale faster, consider duplicating the ad set to experiment with different strategies.
Use Various Placements & Formats
Take advantage of Facebook’s diverse range of placements and formats to achieve better results. Strike a balance between image, video, and carousel ads to make the most of the high-performing placements available. If you’re involved in e-commerce, consider utilising TikTok-style reel videos, as they can deliver outstanding performance. Be quick to embrace this trend before it becomes oversaturated.
As mentioned earlier, creativity will be crucial in setting yourself apart from competitors in 2023. Focus on creating engaging and unique executions. Take inspiration from popular content styles on platforms like TikTok and Instagram Reels. For example, include presenters interacting with the public, using trending sounds, and engaging in hashtag challenges. Act decisively to avoid missing out on these opportunities.
Opt for vertical videos
Make an impact within the first 3 seconds by highlighting your key message. Whether it’s a new product, event details, a special offer, or a popular service, ensure it’s showcased at the beginning of your video. To enhance brand recognition, include your logo or company name for a lasting impression.
To achieve the best results, consider the following tips:
Keep your ad copy concise, under 300 characters.
Place the copy near the centre of the video to fit within safe zones.
Add an emoji to the caption for extra appeal.
Give it a Face
Human presence is crucial in your videos as it helps potential customers connect with your business. Don’t hesitate to feature yourself, a team member, a spokesperson, or even your customers to convey the story behind your brand.
Studies have shown that Reel ads featuring people had a 25% higher click-through rate than those without. Interestingly, campaigns with lower production value also achieved higher ad recall compared to campaigns with a higher production value. Therefore, focus less on achieving perfection and prioritise relatability to resonate with your audience.
Discover the ideal budget for your business
Facebook provides recommendations based on ads similar to yours, ensuring that you’re well-informed when deciding how much to spend. Additionally, you have the flexibility to start, stop, or pause your ads at any time, giving you complete control over your advertising strategy.
What are the best Facebook ad strategies?
If you spend time developing a rigid playbook, you confine yourself to proving that you are right rather than exploring, testing, and experimenting with your way towards success. Anyone presenting you with a playbook shares what worked in the past rather than guiding you towards future victories.
Instead of a playbook, what follows is a breakdown of the key elements we, at ATTN Agency, focus on to drive sustainable improvements in Facebook and Instagram ads, enabling us to achieve our clients’ overarching goals. You can apply these elements to your strategy.
Do Facebook Ads deliver results? Absolutely. You simply need to know which levers to push. Here’s how you can make Facebook Ads work for your brand in 2023.
Define Your Destination Before You Begin
Every business has unique goals, which will evolve based on the positioning of your business. Last year, many brands focused on acquisition at any cost. In the upcoming year, most brands will prioritise profitability above all else. Some brands concentrate on new customer acquisition, while others emphasise retention and loyalty.
Before delving into your strategy, ensure you know your revenue goal, growth objectives and how they align with channel key performance indicators (KPIs). Once you have this knowledge, you can hold channels accountable to specific targets.
Lead with Creative
The advent of iOS updates disrupted data integrity and our understanding of the customer journey. As a consequence, it eliminated the effectiveness of lazy marketing. Looking ahead, marketers cannot rely on a simple product flat-lay with a text overlay to drive engagement on Meta platforms.
To ensure that prospecting and pre-purchase retargeting ads resonate, brands need to prioritise performance-based storytelling that drives clicks rather than mere views. This doesn’t mean relying solely on user-generated content as the go-to approach. Instead, it involves focusing on the fundamental principles of performance and growth marketing.
“Ugly” Ads work
The C-Suite often seeks visually appealing creative assets, assuming that the more aesthetically pleasing an ad appears, the more thought and effort went into it. However, pretty ads do not necessarily yield strong conversions. Pretty ads are designed to showcase the graphic designer’s talent rather than stimulate meaningful conversations or drive conversions.
“Ugly” ads, on the other hand, perform better. They are crafted to feel organic, natural, and seamlessly integrated into the platform.
Prioritise Video, but Don’t Overlook Statics
TikTok’s emergence and rapid growth within the advertising landscape have compelled marketers to adopt a video-first advertising strategy. According to Meta, 91% of Instagram users watch Reels weekly.
With that said, maintaining a mix of images in your creative assets is essential since they drive engagement, and traditional feed posts still capture the majority of users’ attention. Ensure you have a diverse asset mix to cater to different audience preferences.
Track the Performance
Learn from the performance of your ads. You can track metrics such as reactions, comments, shares, and clicks with each ad campaign to gauge audience engagement. Utilise these insights to enhance your future ad campaigns and achieve better results.
Focus on the first three seconds
Make an impact within the first 3 seconds by emphasising your key message. Whether it’s a new product, event details, a special offer, or a popular service, ensure that it is prominently featured in the initial moments of your video. Including your logo or company name will make your business more memorable to viewers.
To optimise your outcomes, consider the following recommendations:
Keep your ad copy concise, with fewer than 300 characters.
Position the copy near the centre of the video to fit within safe zones.
Add an emoji in the caption to enhance its appeal.
Gender fluidity and the evolution of gender roles, symbols, and language will be prominent. According to Facebook’s survey, nearly half of the respondents believe that traditional gender roles are becoming less relevant. This perspective is particularly strong among Gen Z and Millennials. As a result, there will be a greater emphasis on gender-neutral advertising, particularly in industries like makeup and fashion.
Cultural sensitivity in specific regions is crucial. For instance, discussions on colonialism have seen an 87% increase year-on-year in the UK. Additionally, 42% of respondents state that their nationality, ethnicity, country of origin, or race is now more important to their identity compared to a year ago. Facebook predicts that this upward trend will push major brands to prioritise diversity, inclusion, and respect for people’s sensitivities more than ever before.
Celebrating individual identity, including sexuality, race, gender, and other aspects, will be significant. This important trend on Facebook suggests that more brands will openly support activism and collaborate with members of the communities they aim to represent.
Authenticity, sometimes referred to as ‘rawthenticity,’ will be valued. This concept entails being true to oneself online, encompassing trends like body positivity that align with this theme. In 2023, the surge in authenticity will drive a shift towards representing ‘non-traditional’ standards in areas such as fashion, beauty, and beyond.
Accessibility and neurodiversity will remain essential trends on Facebook. A significant 69% of respondents express concerns about discrimination based on physical or mental disabilities. It is crucial to accommodate the needs of individuals with disabilities, such as providing captions for the deaf or hard of hearing. Implementing these accommodations is relatively simple and will enhance the quality of your content.
What does this Imply for brands Advertising on Facebook?
Stimulus: ACT ON YOUR BELIEF
As the definition of a contemporary brand continues to evolve, people now perceive you as an integral part of the community, whether it’s on a global, local, or digital scale. This offers a unique opportunity to make a meaningful contribution. Nowadays, individuals expect brands to have a clear sense of purpose and to uphold those values in everything they do, from adopting sustainable production practices to embracing inclusive marketing. Furthermore, people are increasingly receptive to brands that help them align their values with their purchasing decisions while ensuring affordability remains intact.
Target
Target exemplifies the power of inclusive marketing and their commitment to the community. Through initiatives such as featuring products created by queer designers and establishing the Take Pride experience within Horizon Worlds, a virtual queer-affirming space, Target showcases how raising brand awareness can seamlessly intertwine with ongoing support and advocacy.
Conclusion
Avoid making assumptions about the effectiveness of your Facebook ads. It’s crucial to test new strategies and compare them to your previous ads to determine if you’re achieving improvements in the metrics that matter to you the most. As best practices for Facebook ads constantly evolve, testing is the key to staying updated and understanding what works for your specific audience.
Social media marketers often have hectic schedules and never-ending to-do lists. However, there are ways to simplify your workflow. You can find alternatives that enable you to promote social media posts directly from your Hootsuite dashboard. You can seamlessly manage audience targeting, campaign spending, and duration by hiring the best marketing agency.
Streamlining your social marketing workflows and optimising your ad spend is also essential. You can amplify the reach of your most popular organic posts by boosting them to a broader audience. Create ad campaigns, monitor performance, and adjust to enhance your results. Additionally, generate comprehensive analytics reports later to evaluate which campaigns successfully met your goals.
While content marketing and SEO can enhance your website’s rankings, neglecting investment in PPC can result in missed opportunities to reach numerous potential customers.
PPC stands as a cornerstone of successful digital marketing strategies for brands today. Furthermore, following a recent update in Google algorithms, paid ads now appear above organic results, providing a greater chance to engage with your target audience. Opting for PPC advertising opens up nearly limitless possibilities and allows you to experience an immediate return on investment while substantially expanding your client base.
Every ingenious entrepreneur understands the powerful impact that a steady flow of incoming leads has on the growth and success of their business.
However, to truly elevate your sales and expand your venture, it’s crucial to transform those leads into loyal paying customers. One powerful approach to ease the process of conversion? Facebook Advertising!
Are you aware that Facebook has over 2.91 billion active users? Considering this, think of the huge number of potential customers you can reach through Facebook Advertising. The possibilities are truly endless!
The primary concern here is figuring out the most effective way to connect with your business’s potential leads on Facebook. That is where the power of Facebook lead ads comes into play!
Facebook Lead Ads
Facebook lead ads, a certain type of ad, allow you to gather leads straight from the Facebook platform.
As they are admiringly user-friendly and have impressive conversion rates, these ads are expeditiously becoming one of the top methods for generating leads on Facebook. Before we explore the main benefits of Facebook Lead Ads, it’s important to grasp some elementary background information.
Why Facebook Lead Ads
In a nutshell, they deliver a smooth user experience (UX), making the conversion process easier. Let’s see how:
Facebook ads serve as promoted forms. Unlike traditional processes where potential clients had to leave Facebook and land on your website’s page, Facebook Lead Ads enable users to complete a form right on the platform.
These forms allow you to gather vital details such as the lead’s name, email address, phone number, and more.
Users can complete the form exactly where they encountered your ad, so they’re never redirected elsewhere.
This approach significantly enhances conversions, as it eliminates the unnecessary steps required with a longer click-through path, ultimately leaving a lasting positive impact on your leads.
Moreover, Facebook lead ads empower you to create customized advertisements precisely aimed at specific groups based on factors like age, interests, and more!
Facebook Lead Ads Example
Imagine you’re a real estate agent aiming to develop leads from individuals interested in purchasing or renting a home.
To achieve this, you have to start by creating a Facebook lead ad campaign containing vital details like the campaign name, purpose, and funding.
Afterward, develop the form presented within your lead ad, which should collect appropriate information from potential leads, such as their names, email addresses, and phone numbers.
Next, establish your campaign’s targeting by concentrating on specific criteria like age, gender, location, and interests.
Once your campaign is ready to go, nurture it by creating a Facebook lead ad and including a link to your lead ad form.
When users click on the advertisement, they’ll be directed to the pre-filled form inside the app — making it uncomplicated for them to submit their details.
And there you have it – a fresh lead ready for the follow-up!
Prominent Benefits of Facebook Lead Ads in 2023
Native Functionality
As previously stated, Facebook lead ads vary from traditional methods as they occur entirely within the Facebook app, simplifying the conversion procedure for both advertisers and users.
This inherent feature without redirects is significant for both you and your user.
This native functionality not only offers a superior in-app experience but also increases the likelihood of conversion, as users can stay on the same screen or app.
Mobile Responsiveness
It’s no secret that receptive design plays an essential role in ensuring a positive user experience.
However, certain applications need to be optimized for mobile devices to avoid inconveniences that the users face when they try to visit the website on their phones.
Conversely, Facebook is fully furnished for mobile users, and so are the Facebook lead ads.
This means you can be confident that regardless of the device your users employ – be it mobile, tablet, or desktop – they will enjoy a coherent experience with your ad.
Your form will consistently display appropriately across all platforms.
Easy Data Collection
Facebook lead ads have made the complex process of data collection remarkably straightforward.
In other types of leads, users need to invest time and effort to provide their personal information. This not only consumes the user’s time but also makes it difficult for you as an advertiser.
On the other hand, since users are already on Facebook, their data can be auto-filled into forms.
As a result, Facebook effectively saves both you and the user from dealing with separate web pages, redirects, or intricate forms, making the entire process effortless.
Highly-Targeted Segments
Highly targeted segments refer to reaching a specific group of audiences you want to target.
Facebook lead ads excel in this concern, enabling you to design ads tailored to different categories such as age, gender, interests, and more.
As a result, your advertisement will only appear to users who match your predefined target audience.
This implies that the leads you obtain are genuinely interested in your products or services and have a higher likelihood of conversion.
For Example, If you’re a real estate agent specializing in luxury homes in New York, you’d like to target users residing within a specific radius of New York with higher household earnings.
Effortless Integration with CRMs
Facebook has collaborated with numerous prominent CRM tools, including Hubspot, Freshsales, Bitrix24, Kommo, Copper CRM, and Zoho CRM, among others.
This method eliminates the need for managing your customer data on Facebook since you can efficiently handle them through your own Customer Relationship Management (CRM) system.
Integrating Facebook with your CRM enables you to view all incoming leads in one place.
Also, once your lead ad data has been integrated into your company’s CRM, it allows for real-time access to this data.
This is possible because the connected CRM employs a webhook or Graph API to bring the information right when it occurs on Facebook.
Therefore, when users complete a form or subscribe to an ad, their details will immediately be sent to your CRM tool.
Final Words
Facebook Lead Ads – your go-to solution for top-of-the-funnel lead generation! By offering a seamless user experience, mobile responsiveness, highly targeted segments, and effortless CRM integration, entrepreneurs can efficiently generate leads and convert them into loyal customers.
Don’t miss out on this amazing opportunity for your business by leveraging Facebook lead ads! Speak to our top-notch Banisoft experts now and witness fantastic results!
Hurray! Here’s one massive opportunity to boost up your sales up to 40 times through Facebook Messenger marketing.
How?
With Facebook’s 2 billion + users you can not only advertise your products or services to them but also send back and forth millions of messages between customers and businesses every month.
When we communicate with our customers, we use emails (apparently, yes). People love messaging and hate peeping into emails all the time.
So,
Why not use a messaging app, Messenger (which they love) to communicate with instead of using emails (which they hate).
Open rates – 4 times better than email
Click through rates – 10 times better than email
Revenue per subscriber – about 5 times better than email
Quite amazing right? If you are curious, keep reading.
Communication has been changing for the past 10 – 15 years and it’s still not done yet. Particularly Facebook is gaining popularity and is winning over other communication methods.
And, as of 2017, features added to Facebook Messenger have made it a huge platform to set up your brand product and your company apart in the eyes of the customer.
It enables the company to start conversations with the customers, bring out the customers’ needs and their feedback and target them through advertising.
Consider the following statistics:
The Facebook page owners can reply to anyone who has commented on their page. This potential to message the customer directly is highly powerful. More than 90% of users have access to Facebook on their mobile phones and they are live on Facebook 15 times a day.
All you need to have an average response time of 15 minutes with a 90% response rate over the last seven days.
Needless to say, if you want to motivate users to connect with you through Messenger, opt for a shorter response time.
3. Establish your trust and show that you care – Integrating Messenger with customer service allows customers to communicate on their terms. No more waiting calls.
With direct messaging (that too mobile friendly) the conversation not only stays in Messenger, but also it keeps a record of chat with the customer, thus refraining from starting the conversation from scraping.
You may also reduce labor costs by up to 30% by adding a chatbot to supervise any reasonable proposals for communication and preliminary dealings when your business is closed.
4. With Messenger, you can initiate a private conversation with anyone who either posts or comments on your page.
Viewing the message publicly that the conversation with the specific person has begun in through a private message is certainly a very helpful feature if ever there’s a need to handle a situation offline.
5. Assisting in customer service by replying to a customer’s complaint on Facebook Messenger, enables an instant opportunity to show validation through social shares and likes.
6. Facebook Live- chat, between customers and businesses, helps them to build trust and a high level of customer satisfaction.
This improves the communication efficiency between the two and has the highest satisfaction rate – 73 %.
It is the ideal medium to provide customer service, elicit feedback, as well as to target or re-target leads through advertising. Keep reading to learn how.
The arrival of Social Media has changed the way of communication.
Social Media has given a new platform to consumers to put their thoughts into words and voices, to explore every corner of the world through their eyes and ears.
The emergence of Facebook Messenger and Social Media for customer services, in combination with SaaS solutions as well as advanced service desk technology, has provided the perfect conditions for rapid change – where CSM (Customer Support Management) is no longer just customer support, but also about sales and marketing support.
BEST PRACTICES IN MESSENGER CSM (including SALES)
1. Be Responsive
The priority is the customer’s expectation for a quick response. Issues can’t be stopped, they can happen anytime – even on weekends and at night.
42% of consumers complaining through social media expect a response within an hour.
32% expect a response within 30 minutes.
57% of consumers complaining through social media expect the same response time at night and on weekends as they would receive during normal business hours.
How bad a slow response time could be?
It can vandalize your brand’s name and revenue. An alarming report from the State of Multichannel Customer Service Report, highlights the impact of poor customer service:
56% will never use the company again if you don’t respond quickly.
A dissatisfied customer will complain publicly, probably sharing its experience with hundreds and thousands of people and elsewhere – a spine-chilling thought, isn’t it!
But on the flip side, compliments from a customer on social media can create a blind trust that your brand would provide through services.
How?
Facebook displays your business chat response speed on your Facebook Fan Page- (Facebook is smart too!).
Either way, it’s great for the customers as well as for the business.
Messenger bots and “customizable Away messages” can be an effective tool for serving customers quickly.
2. Conversational Commerce
Conversational commerce, a term coined by Uber’s Chris Messina, refers to the convergence of business/shopping either through messaging and chat apps like Facebook Messenger, WhatsApp, and WeChat or through voice technology, like Amazon’s Echo product, which interacts with customers through voice commands.
Customers can chat, ask questions, get personalized recommendations, read reviews, and click to purchase – all from within messaging apps.
On the business front, companies can use chatbots to automate customer service messages. With chatbots, companies can send order confirmations in Facebook Messenger, as well as shipping and delivery notifications.
N.B. – Do not rely much on Chatbots, although useful to cut costs yet always have the support from an expert to answer queries.
3. Upsell
While providing customer support, it is ideal to upsell your product. Entice your customer on how to leverage the services for him. You can also opt for
a. coupon codes or discount codes
b. Wiki sections, case studies, and blogs as personalized content for each service or product you provide and for each type of customer’s persona.
FACEBOOK MESSENGER & CHATBOTS
No doubt, Chatbots can augment your online availability, and also can pick up the slack of messages for you. With customers’ expectation to have 24/7 online availability on social media, businesses have restyled themselves to automation to meet the growing demand.
To use Facebook Messenger, you need to have a business Fan Page on Facebook.
Chatbots are extremely useful for dealing with simple queries, to provide automated online support when the team is not available.
Why?
It can respond privately to a comment or a post – a quite useful way to let customers know that the authority has acknowledged the issue and has responded privately.
All queries will go to the business’s Messenger inbox. No customer can ever send a message to your personal space – whether it be on mobile or desktop.
There are many platforms for creating Chatbots online and most of them require no coding. The simplest option includes:
Chatfuel: Free basic option for creating bots for Facebook or Telegram
FlowXO: the Most versatile platform- Messenger, Slack, Telegram, and web
MANAGE CONVERSATION using INTEGRATED MESSENGER INBOX
One of the hard work to do is to keep up with the volume of messages and requests from customers. What’s even more challenging is that customers want an instant response after they post a message, request, or complaint online.
An integrated inbox can help you out. It integrates the messages of Messenger, Instagram, and Facebook.
It enables you to keep a check on all three channels without missing any messages. So, take advantage of the Integrated inbox. You just need to connect your Facebook page with your Instagram account.
The ability to reply on the public wall, post comments inside the Inbox, and mark them either ‘DONE’ or ‘FOLLOW UP’ is quite useful.
A whopping 90% of people believe recommendations from friends, and 70% of people prefer to buy based on social media referrals. There’s a ton more you can do.
Great support converts to great reviews which in turn brings more sales. Where else can customers share their buying experiences with their friends and family, whether good or bad? FACEBOOK
Why should I use bots? Some facts can help you with:
I’m more than 100% satisfied that messenger bots (Facebook Messenger) are the next big thing in online marketing and it can make your business more fortunate.
Mirror your consumer’s behaviour and target them accordingly. It makes sense for a brand to engage users on mobile messaging apps first to raise awareness and then later to reengage them on both tablets and using secondary advertising.
A good example of this is onsite retargeting – specifically designed to lengthen your Facebook Messenger list.
When done correctly, onsite retargeting can help you recover your potential users before they abandon your page, and give you a second chance to convert them into subscribers.
Consumers are increasingly demanding more and more from their chosen brands, a conversation and a relationship that they can feel a part of and contribute to.
By engaging your customers, a business can benefit greatly from feedback. It’s a win-win for both business and customers since business wins loyalty and customers get better products which results in making them happier, later who will buy more.
With Facebook’s 2 billion+ + users, you can not only advertise your products or services to them but also send back and forth millions of messages between customers and businesses every month.
