How To Create Facebook INSTANT FORMS To Generate Leads

0:00in this video I'm going to show you how to create Facebook Instant forms that generate tons of leads instant forms or lead forms as it used to be called is a great way to inexpensively generate a large volume of leads on Facebook so you have to know how to set them up the right way so I'm in an example Facebook ad account and I'm going to quickly go ahead and create a lead campaign now if you've got the new campaign objective menu called odax which is what I've got in front of me here if you go ahead and select leads that'll take you through to a place where you can create instant

0:27forms if you've got the old campaign objective menu then you're going to need to select lead generation as a campaign of Jeopardy I've got the new one so I'm going to go ahead and select leads here now we're not going to mess around with any of the other campaign stuff I want this video to be specifically focused on the instant forms and so we're just going to touch on the few things that mean those are going to be possible and available in this campaign so if I just jump to the ad set level you need to make sure that you've got instant form selected which is now actually the

0:53default so if you do select leads in the new odax campaign injector menu you will see instant forms and then that means we can jump to the ad level and then as I said we're not going to enter in any of the other AD information or anything like that that's not what this video is about we are going to scroll down to instant form and then we're going to go ahead and click on create form so for those of you that aren't familiar with instant forms the way they work is when someone clicks on an ad within Facebook or Instagram instead of being taken through to that company's website or

1:20messenger or Whatsapp or any of the other destinations you could be taken to instead you are kept within Facebook Instagram and you're presented with a form where you can submit your contact information that then allows that company to follow up with you and that's how you you basically say yes I'm interested in this thing and that's how you become a lead and because it's so much easier and you don't have to leave the app we often find that you generate a lot more leads and they cost less when you use instant forms as opposed to other lead generation methods like sending people to your website it's one

1:49of the major advantages just to explain what they are of course we're going to see what they look like on the right hand side as we go through um this process okay so I'm going to walk you through it step by step so firstly let's give it a name and the example I'm going to give as we go through this is a roofing business Hey Ron Hey Billy and what we're going to be offering as part of this um this world this lead generation ad that obviously people click on an insta form to submit their details is a free Roofing survey that's a very common initial offer for a roofing business so

2:22we're just going to go ahead and call this Roofing survey for then the first thing we need to decide is the form type right do we want a form that is going to generate as many leads as possible more volume that's the default or do we want to go with higher intent now you can see the default is more volume if I click on fire intent you may have just seen at the bottom there that a review screen is added if we just quickly open this up so this is what meta says the review gives people a chance to look over their info before they submit it it's basically the

2:49sort of thing you're probably familiar with where people are about to submit their info and then you get almost like a pop-up although it's within this form that says are you sure about that are you sure you want to give over this information and then of course some people that are not so sure they're a little bit on the fence not then it's just go well actually maybe I won't give over my contact information to this company they're going to follow up with me I'm not that interested in so that's why having if I go back to form type this higher intent adds in an extra

3:13review screen it's not going to get you more leads certainly it's going to get you less and it's going to probably filter out the ones that aren't as interested you're putting a bit of friction in the process you're you're basically saying you know if you're if you're on the fence about this you're not that bothered don't don't bother just go ahead and click off so I'd recommend that most people start with more volume because more leads all things being equal is better but if you do find if you or your sales team is following up these people and finding they aren't converting I actually thought about converting or worse you

3:41aren't able to get in touch with them as much as you'd like and you're wasting a lot of time a lot of resource on that follow-up process then that's when you want to go ahead and switch to to higher intent but for most people I'd recommend going more volume and if that means you get a few more uh you know no shows when you try and call them up and things like that that's fine I don't think that's that's the end of the world for most businesses then we get into the intro we've got a couple of choices on the image so this is an image that's going

4:05to go here behind the sort of little profile picture that's in this case social with my page it's going to go in this spot right here and what I'd mostly recommend you do is use the image from your ad now we haven't set up the ad so there's no image here but you'd want to use the image from your ad because whatever image you use is going to provide some continuity some some consistency between the ad and the instant form what you don't want to do is if you had a very different image on your instant form to what you had in your ad people could click on your ad

4:31and then feel like they're in the wrong place and that maybe oh did I click on the wrong thing and they might might go back particularly those that aren't familiar with sort of interacting with instant forms which is still you know a good chunk of the Facebook and Instagram user base at this point particularly if you're offering something perhaps as patient order demographic which to some extent Roofing in this case is going to be so I would definitely go with use the image from your ad nice and consistent it's just going to display up here it's not a big part of the uh the instant form and it's just going to make people

5:01feel like they've ended up in the right place provide that consistency obviously we haven't got one in so it hasn't popped up there but you would see the image just up there when you go through this process that's what you will see okay then we've got a greeting now this is recommended but not necessary it's really important to remember when you're creating an instant form that yes you've got someone to click on the ad but you haven't yet sold the lead you need to convince someone to go on and take those next steps and actually become a lead and that's what this instant form is about to do so the first thing to do

5:31with the greeting is to affirm the action that you want people to take so in here we might have for example sign up for your free Roofing survey okay that's going to have very consistent messaging between the ad copy and here and that's going to make people feel like they've ended up in the right place right it's going to be very consistent with the copy in the ad free Roofing survey great that's what I want to to go ahead and sign up for maybe someone's got a leak or they've got an issue and they want to get it checked out great and then we can include additional

5:59details beneath that so we would usually have something like enter your info and one of our team members will be in touch within 24 hours I just like typo there one of the things that you see consistently across all digital marketing and Facebook and Instagram advertising is definitely the same is that the more people understand the process the more willing they are to take the next step right if you think about when you're thinking about buying something new often you're like what's the next step how do I do this how do I find out more information what what people don't like to be in that place of

6:33not knowing what to do it's an uncomfortable feeling so when you can provide information in an instant form you can do the same with the ad same with your landing pages um in other parts of Facebook Instagram advertising just being clear on what's going to happen always helps so they've clicked on the ad and this is the first thing they see right is this greeting which is recommended sign up for a free Roofing survey enter your info on one of our team members will be in touch within 24 hours great they know what to expect which is fantastic you can of course remove it if you want to if you're

7:00finding your leads are costing lots and you don't want to have you know the extra steps in there and I just want to make this as Bare Bones as possible you can remove the greeting but I think it's good to have it in there I think it's going to help with lead quality and we have actually seen it also help with conversion rates again because we're providing extra info so once people see this they would click on this next button and they would then be taken to the questions page all right obviously this is where we get the information from your prospects that you need in

7:26order to be able to follow up with them and deliver on whatever it is that you offered in the ad itself so we start with the description which is going to go in above the sort of contact fields and again we're just going to reiterate nothing wrong with that what we want people to do something like that right just do this action this is what you get nice simple straightforward okay so the default that Facebook puts in here is email and full name both are useful but there's absolutely one other thing that I'd recommend you go ahead and add in and that if you click on ADD category

7:59contact fields that is a phone number and the reason why phone number is really really important is because when you're following up with your prospects if you're just doing so via email you will end up with a very very low contact rate the percentage of people that you end up actually speaking to actually getting in touch with will be very low partly that's because emails are easy to ignore and the other part is because if you haven't emailed these people before they've never emailed you really difficult to get past things like spam filters or people thinking it's spam forgetting that they've signed up or not remembering say your business name or

8:35something like that and it's just getting um deleted and not even making it into their inbox right even if they are really interested which is painful and a waste of your advertising budget so I absolutely recommend you put in your phone number and that would be my primary way of following up with your prospects would be to call them very very important you want to call them and you want to call them as quickly as possible now what that looks like for your business is going to vary depending on your business now some businesses have a sales team like my agency we have a sales team if you have a sales team

9:04you can probably follow up with prospects within sometimes 15 minutes half an hour of them becoming a lead and you've got people ready to go and do this all the time in other scenarios perhaps you contact your prospects twice a day you know once first thing you go through the ones that came in you know during the night in the morning and then at the end of the day you go and contact the ones that have come through in that day but you don't want to be leaving it a long time I've spoken to business before that say that the lead quality is not very good and when we dig a little

9:30bit deeper we say oh how often do you follow like prospects and they say something like twice a week you think well okay if someone becomes a lead on say a Tuesday and you don't follow up till the Friday because you do Monday and Friday let's say Ah that's an issue right that person's far less likely to convert than if you contact them straight away a you're more likely to get in touch with them and B you're more likely to get them to actually go ahead and sign up for that free Roofing survey because it's fresh in their mind and they're probably interested they've taken an action you want to keep that

9:58momentum going so that's really really important definitely definitely ask for a phone number in terms of other information if you go through the ad categories you'll see there are other things you can ask for like contact Fields like street address which could be important for let's say a roofing survey user information we've already got names in there demographic questions you have to start get careful with what you ask for obviously work info and then in some cases national ID number for the most part even if some of this information is useful I would recommend not looking to add it into a lead form you can get all that information once

10:30you make contact with your prospect ideally over the phone right um for example this is a roofing survey offer you could think that street address would be really important but if you ask people to enter their street address some people won't bother to do that or not even not bothered but you know they're on their phone they get distracted by something else what's that message comes in they leave they never come back reducing the time it takes for them to complete this information means you get more leads well you know they're watching TV the doorbell rings there's all sorts of distractions why people might not fill something out and if

11:00you're asking for a street address okay you've got to enter in all the details you know what it's like it can be annoying can't it so get all that information once you've made contact with the prospect not in this lead foot if you've got you know tens of thousands of leads coming in and you need ways to filter them because you you don't have the resource to get in touch okay you can filter some out more with questions um in here but that's just something that's important to be aware of should also be aware that Facebook will Auto populate these fields if that information is associated with someone's

11:30Facebook or Instagram account so sometimes email for example might be someone's old email address how many of us sign up to Facebook 15 years ago 12 years ago and that's no longer an email address that's in use phone numbers are far more likely to be common just another reason to put in the phone number okay so that's typically how we would approach those questions don't ask for anything that you don't need and this is going to be what we go with I'd say 90 of the time full name um email address phone number we can get every other piece of info we need once we get in touch with the prospect okay

12:01okay and then we move on to privacy now when I've talked about instant forms and lead generation campaigns in the past one of the questions I always get is do I need a privacy policy do I actually need a privacy policy like actually yes you can run Facebook ads Instagram ads without a website but you cannot run ads that are designed to generate leads that process you information without a privacy policy it's non-optional right find a way even if you just have a one-page website that just hosts a privacy policy or you host it somewhere else and you provide a link then you have to do that and by the way you can't

12:35include you know a link to like a PDF or something downloadable like that so I'm just going to go ahead and pop in uh my company's URL with privacy policy just so it allows us to continue through this process oh and you can see here look your privacy policy link can't go directly to a PDF file jpeg image or download it has to be actually linked somewhere and then link text if you don't put anything in it's going to default to this look if you've been here to privacy policy because that's the name of my Facebook page I mean we want to put in um you know lead gurus privacy policy if

13:05they differ for a lot of you guys it won't but that's just how it's displayed in this privacy policy section of course almost no one is going to read this um but you need to have it supports the game get it done okay and then custom disclaimer so there's default disclaimer and then there's you can add a custom disclaimer the businesses that need to use customs disclaimers it's usually pretty obvious you're probably already aware it's business often operating special categories if you're dealing with anything with Finance or insurance or housing and that sort of stuff you need to provide more information saying we won't do this with your information

13:35we will guarantee that we'll do this for you and all that sort of stuff so you're probably already aware of that stuff and then we get into completion now this is once they've submitted their information gone through the questions privacy policy boom this is what they're going to be presented with now of course the image remember that's going to be whatever we've got in our ad that's Fab then we've got headline thanks or you're all set quite like that I often leave that as is and then we want it in the description reiterate what's going to happen what can someone expect and how should they prepare so someone from our

14:08team will be in touch within let's say 24 hours which we've said before please keep an eye on your phone and that's great because it tells people to expect the phone call so when they're getting a phone call from an unknown number later that afternoon or the next morning or whatever maybe they go oh yeah I remember it's that roofing company that's come to you know they're going to come take a look at the roof and see how much work we need and all that sort of stuff then beneath that we can send the people that have taken this action to do certain things now very few people are going to

14:43do this bearing in mind there's that we can have a call to action button so that's this demonstrated down here view website is the default you can have cool business if you just want them to call you straight away or download people often use instant forms to provide like lead magnets free guides reports PDFs things like that um for a business like this where it's a roofing company we're absolutely going to go ahead and use a view website we could just send them to the homepage of a website if we did want to for example we could send them to a different location we could put in something like

15:10viewportfolio where maybe that's not quite right that might be working with a roofer you know to demonstrate the the pretty roofs that you've you know put onto buildings and you could say something like view testimonials is often a good one because you can if you've got a page on your website that demonstrates the good work that you've done before then that can help convert your prospects because let's say someone's waiting for this phone call to book in the free Roofing survey if once they've submitted this they have a quick you know five minute flick around your website and they take a look at your testimonials and stuff

15:40like that that might then help them convert when someone goes around to do that survey obviously you then want to add in the link so if it was view testimonials then you know we'd want to make sure we had a test demonio's page that was being linked to right um same with our portfolio or just a home page on our website either way not them if you're going to do this but can help with conversion rates just have a think about what it is you're offering you can of course use download if you're using instant forms to advertise a lead Magnet or something downloadable then we

16:10go ahead and click publish and that's it this instant form is now created you can put the rest of the campaign together the ad ad set level all that sort of stuff and run this campaign you can of course test different instant forms if there were elements that you wanted to test different offers you'd need different ads and different instant forms for those if you wanted to test even different copy within an instant form you can create multiple versions and split test them run or simultaneously and all that sort of stuff to find the best options if you are running a lead campaign lead generation campaign using an instant

16:40form very important that you get this part right can make a massive difference to your cost per lead okay before you go something I quickly mention and that's my company lead guru's Facebook and Instagram advertising services so we offer done for you Facebook and Instagram ad Services we create manage and optimize campaigns for our clients if you're interested in finding out more you can book a call with one of my team members there'll be a link in the video description below click on that go through the website you can book a slot in that's uh that you know that works for you we do have a 3K per month

17:08minimum budget requirement so please only book a call if you meet that criteria but go ahead and book a call and you know find out some more and see how we can help and hopefully we get a chance to work together and now that you know how to put instant forms together it's really important that you get the rest of of your lead campaign correct from the targeting level the ads all those details I'll show you exactly how to do that in this video here it's a complete walkthrough where I show all the elements go ahead and check it out