Heads Up: Drip now integrates with Facebook Lead Ads. This means Drip can now pull your leads from Facebook lead forms directly into any workflow or campaign. To learn more about Lead Ads and how to use them, keep reading…
In June of 2015, Facebook rocked the online advertising world when it announced its game-changing new product: Facebook Lead Ads.
No more website needed.
No more compliance headaches on landing pages.
And no more sending users outside of Facebook.
Let’s take a look at how this works.
What Are Facebook Lead Ads?
Facebook Lead Ads are different from any other kind of Facebook campaign.
With Lead Ads, Facebook auto-fills a user’s full name and email address right into a “Lead Form” that’s embedded in the Facebook news feed.
Facebook takes advantage of the fact that it already has the contact details of Facebook users (all 1.13 billion of them). So leads don’t need to visit your website to give you their details. Facebook does it for them.
Here’s an example of one mobile Facebook Lead Ad in action:
Facebook Lead Ads are a huge opportunity for businesses to generate leads at lower costs and with less effort than many other methods.
Some marketers, like DMBI founder Justin Brooke, are building their email lists rapidly with Lead Ads:
Here’s the catch:
Until recently, getting your leads from Facebook was a pain. You would have to manually log in to your Facebook Business Manager, go to your Publishing Tools, export a CSV file of your leads, and import those leads into your email provider. And you’d need to keep doing this over and over to get your leads.
With Drip’s integration, now available inside every Drip account, you can push your leads directly into any campaign in Drip—automatically.
This lets you:
- Deliver lead magnets immediately
- Convert new leads into customers
- Track your conversion rate, revenue per subscriber, and ROI with Drip’s native Conversion Tracking
Here’s how to sync your lead forms with Drip.
The 60-Second Guide to Integrating Facebook Leads and Drip
In Drip, syncing your Facebook leads is simple.
1. Create your Lead Ad in Facebook
In order to get your Lead Ad to work, you first need to create a Lead Form within your Facebook ad manager or Power Editor.
2. Grant Drip access to your Facebook account
In your Drip account, navigate to Settings > Integrations.
Under Other select Facebook Lead Ads.
Next, go to Facebook and log in to the Facebook account connected to your Business Page. Once you are logged in to your Facebook account, click on the Authorize button in your Drip account:
Click the Subscribe button on the name of your Business Page.
You have successfully granted Drip the access it will need to automatically start pulling in any new subscribers who opt in through your Facebook Lead Ad form.
3. Build Your Follow-up Workflows
To perform an action any time a subscriber is added via your Facebook Lead Ad form, you will use the following trigger: Submitted a landing page.
In Drip, create a new workflow and give it a descriptive name.
Select the “Submitted a landing page” trigger by clicking on the Define your trigger stage of the newly created workflow.
When you update the trigger, your workflow will look like this:
… and that’s it.
At this point, your Lead Ad form will push new leads into your workflow.
You can apply a tag, notify your salespeople with notification emails, send the content that your audience is waiting to receive, and much, much more in Workflows.
The possibilities with Lead Ads and Drip are endless.
Here are three of the coolest ways I’ve seen marketers using this new format.
3 Powerful Ways to Grow Your Business with Facebook Lead Ads
1) Scale Ecommerce Customer Acquisition with a Coupon Funnel
Running profitable Facebook ads for ecommerce is hard.
So if you’ve had a tough time getting conversions, you’re not alone.
When Steve Chou, co-founder of Bumblebee Linens, ran his first Facebook campaign, he got some surprising results.
Steve split-tested his funnels and discovered that collecting emails (and following up later to get the sale) got him a much better ROI than going straight for the sale on his store.
On an episode of his podcast, Steve said:
With my ecommerce store, I ran an ad for a couple of weeks where I just sent them straight to a listing of products. And that converted very poorly.
Then I tried sending them straight to a landing page with an email signup form giving away something, and that actually worked out really well.
Facebook Lead Ads are a great way to collect emails.
You can offer discounts, giveaways, or a free shipping offer. At the end of the day, it really comes down to testing. Once you collect emails, though, it’s important that you send several follow ups.
If you need a proven drip campaign, try this:
- Welcome: Welcome the subscriber. Give them their coupon and a link to buy.
- Buying guide: Answer FAQs about your products. Highlight some “recommended” or “popular” purchases, so they feel confident in buying.
- Content: Add value with content. Remind them about their unused coupon.
- Social proof: Give them stories of other customers, Instagram photos with your products, etc., and video reviews. Remind them about their unused coupon.
- Deadline: Remind them that their coupon will expire in 48 hours, with a link to buy. Use an evergreen countdown timer or third-party app for the deadline.
- Last Call: Remind leads that their coupon will expire. Give them a link to buy.
After a few weeks, you’ll know whether or not Lead Ads are close to being profitable. The key phrase here is “close to.”
That’s because even if you’re spending $1 to make $0.80 (a loss of $0.20 per order), you can probably optimize your funnel until you’re acquiring customers at a profit. Then comes the fun part: scaling from 10 to 100 to 1,000 orders per day.
Pro Tip: Obviously, you should stop sending coupon reminders to customers when they use the coupon. To segment prospects and customers correctly, use a Goal in your Visual Workflow. You’ll want to name the Goal “purchased a product” or “used a coupon code.” This will pull leads down—out of your coupon reminder funnel—when they purchase.
2) Retarget Bounced Visitors on PPC Landing Pages
Let’s suppose you’re marketing a SaaS app.
You’re running LinkedIn ads to a landing page.
And on that landing page, you push for a trial sign-up.
Here’s the inconvenient truth about PPC campaigns:
Even if you use an epic landing page and convert 10% of clicks into trials, you can still expect to lose 90 out of every 100 visitors.
That’s where Facebook retargeting comes in.
To get started with retargeting, you first need to add a Facebook pixel to your landing pages. This lets you build unique Facebook custom audiences for bounced visitors. To set this up, simply target folks who hit your landing page — but don’t make it all the way to your “Thank You” page.
Here’s what that audience looks like:
This is where it gets interesting.
Instead of sending people back to your trial offer (which caused them to bounce in the first place), you’ll want to create a Facebook Lead Ad. Use a softer offer–like a free ebook or whitepaper–and capture leads to sell them on the benefits of your product.
Your ad should look like the Newsfeed ad below from Jon Loomer:
From there, nurture your leads.
Send them an email mini course.
Nudge them to start a trial.
When you target past website visitors like this, you can often get leads (and sales) at a fraction of your normal cost-per-acquisition.
As an example, Jon Loomer added hundreds of email subscribers for just $0.45 per lead by targeting website visitors with Facebook Lead Ads.
3) Get “High-Ticket” Consulting Clients with Facebook Lead Ads
If you want more high-paying clients for your agency or consulting business … you should study a savvy Drip user named Mike Martens.
Mike tested Facebook Lead Ads for his digital marketing agency, Alien Run Inc. And he cut his biggest client’s cost per lead by 75%.
(You could say his client’s pretty happy.)
Interestingly, Mike’s client works in one of the most obscure markets ever.
Kitchen cabinet restoration in Fort Wayne, Indiana.
Here’s their best-performing ad:
You can see the ad’s Context Card above. Context Cards are exclusive to Facebook Lead Ads. They work a lot like a 2-step opt-in, teasing visitors with some benefits of subscribing before you actually ask for their email. In our early tests, this decreases cost-per-lead and increases your conversions.
So, what should you do with these leads?
You have a few options.
If “autopilot” sounds good, you could swipe our lead intake blueprint. This is the same process we use to handle demo leads at Drip.
This makes it super easy to follow up with prospects quickly. According to one study by Lead Response Management, Internet leads are 22 times more likely to convert when you follow up within five minutes (compared to following up within 30 minutes).
Your approach is up to you.
In Mike’s case, his digital marketing agency discovered a surprising benefit of using this new ad format.
You actually get authentic email addresses.
The default information from Facebook appears to generate higher quality email addresses, since we have seen a boost in our open and click rates in our email campaigns.
Our initial results are also showing a much lower cost to generate a lead. In some cases the cost to acquire a lead using Facebook Lead Ads is 75% less than we had been seeing with other campaigns.
Get Started with Drip + Facebook Lead Ads . . .
Facebook Lead Ads represent a huge opportunity for businesses in any industry. If you want more leads or a bigger email list, the possibilities are endless.
Note: there are third-party apps that sync Lead Ads with email providers, and some of them start at $30/mo.
Now that Drip has a no-strings-attached free plan, you really have no excuse not to test Facebook Lead Ads.
To help you shortcut your success, here’s some more recommended reading on Lead Ads:
- Rick Mulready + AdEspresso: Lessons from Over $2M Spent on Facebook Lead Ads
- Jon Loomer: Facebook Lead Ads Simplify Opt-in Forms, and They Will Be AWESOME
- Facebook: New Features Make Lead Ads Better
- Digital Media Buying Institute: The World’s Most Updated Online Advertising Courses
Let us know in the comments—have you tested Facebook Lead Ads? What other applications can you see with Drip + Facebook ads?