A BETTER Way To Run Lead Magnet Campaigns On Facebook

0:00commenters just added a new feature that is going to completely change the way we run lead magnet campaigns on Facebook and Instagram oh this changes everything lead magnet campaigns the lead magnet strategy is one of my favorites it's one of the three Facebook advertising strategies I use all the time if you're interested in knowing more about those and how they work check out the video description while I include a link to a free webinar discussing all those details but what Matt has done is they've given us the ability to deliver files directly via instant forms so instead of someone having to come through to your website sign up for your

0:29email list and then receive whatever the the free lead magnet is via email for example we can just give them that on Facebook or Instagram and really simplify the process now there are some cons associated with that more positives in my opinion but before I talk about those I want to quickly show you how this works so I'm in an example Facebook ad account I'm going to go ahead and create a new campaign now I've got the new odax objective menu so I'm just going to go ahead and select leads you could also do this by the lead generation campaign objective if you've got the old menu so if I go ahead and

1:01click continue on here then I'm going to jump over to the ad set level and make sure that instant forms are selected this is only going to work through instant forms and this really is the new way of doing lead magnet campaigns because we're keeping people in app on Facebook on Instagram using instant forms as opposed to sending people through to our website then if we go ahead and jump to the ad level I'm not going to fill out any of the other details here by the way um I've got other videos on how to create lead generation or lead campaigns that use instant forms I've got videos

1:30on how to set up the lead forms themselves so I'll include links to those in the video description you can go ahead and check them out what I just want to focus on in this video is this new feature okay so if I scroll down to the instant form section and I go ahead and click on create form then I'm going to go ahead and give this instant former names just going to call this example form and then as I said I'm not going to fill out any details I've got a whole separate video about how you um can set up these lead forms correctly to get the

1:56best results so go ahead and check that out if you're interested what I am going to do is jump down to this message for leads section which we've had for a while and if you click on this call to action button option instead of just view website Cool business we've now got a new Option called view file so if we go ahead and click on view file we see that the options underneath have changed slightly and Facebook is now allowing us to upload a PDF PNG jpeg um directly here we can add in a file and that can be the lead method so if your lead magnet is a free report or a

2:26guide on how to do something if it is perhaps like a cheat sheet or a template for example one of the lead magnets I use is a free five part Facebook ad template so we could go ahead and upload that here and that would allow people to just directly download it from the instant form before we could even use the call to action button let's download people would still have to click through to our website in order to get their things there's quite a big difference here obviously we're entering the call to action so you could just uh have download or you could have something like get my uh template something like

2:57that and then once we've added the file in here using add media they click on this button over here on the right hand side and they just get it directly they don't need to come through to our website so it's a much more simple process in the tradition additional lead magnet setup there are some pros and cons associated with using this and testing it so it's important we quickly discuss those okay so let's start by talking about the cons of using this approach to the lead magnet strategy as opposed to sending people through to your website so firstly you're not building an email so we know email list

3:25can be very valuable and digital assets you can use them to email people on ongoing basis sell your products or services that has become significantly less effective with the privacy rules that have been brought in around not being able to email about offers unless people have given consent and that sort of stuff so the downside to not building an email list has decreased because they are less valuable but that is still a potential issue and and something to be aware of secondly we're not sending the lead magnet to our prospects in that first email which really encourages people who have joined our email list to open that email and click on it which is

3:59going to help us bypass spam filters and things like that later down the line as we subsequently email those people so even if you were for example to hook up your CRM and add them to an email list after they've downloaded this file you've got to watch out for privacy issues and things like that I've already mentioned um they're also not taking that initial action you're not sort of training them to go ahead and open that email and then click on the link which could hurt your deliverability and things like that later on we're also not sending people to our website if we use this setup

4:27we're keeping them within Facebook and Instagram now whether or not that's a con will really depend on the quality of yourself for some businesses their website really helps them sell their products and services there's lots of information on there you want people to go there and you know bounce around and check stuff out they're less likely to do that obviously if they're not being directed to your website so that could be a con obviously if you've got a poor website or not something that you're super proud of maybe this is a much better easier approach but again that's something to be aware of okay so those are the major

4:55cons and I want to go through the pros before I do just want to quickly mention our done for you Facebook and Instagram advertising services so we can create management campaign for your business if you'd like us to help you get better results and take the workload off your hand if you want to find out more information you can click on the link in the description that'll take you to a page where you can book in a call directly a free call directly with one of my team members we do have a 3K per month minimum budget requirement so please only book a call if you meet that

5:19but if you do go ahead book a call find out more see how we might be able to help and hopefully we get a chance to work together so what are the pros associated with using this method to to run your lead magnet campaigns as opposed to to sending people through to your website well firstly because you're not sending it via email a greater percentage of people that go through and click on this ad and say they want your lead magnet aren't actually going to get it we don't have to worry about spam filters we don't have to worry about deliverability issues we don't have to

5:47worry about people forgetting to go into their email if there's that disconnect between when they see your ad and when they've got time to go through the lead magnet they're less likely to do it if it's coming through via email if they can grab it here very quickly and easily they're far more likely to actually get hold and look at the lead magnet and if it's a good lead magnet if it does what it's supposed to do it should help convert people to your product service whatever the next step is so you really do want people to go through um the lead magnet and and consume that

6:18piece of content so it's definitely going to help with that I wouldn't be surprised if it doubles or more the actual consumption rate of your lead magnet using this method as opposed to email a little bit early to have concrete numbers on this but but that's my feeling of what's going to happen in sort of early testing also this is a better user experience people don't want to leave the app it's nice and quick we all want things that are easier and quicker we don't want to have to enter in an email address we know what's likely to come with that with emails that we don't want about offers and

6:45things like along those sorts of lines so I think that it's a better user experience and user Behavior will probably warm to this setup more than going through to a website and entering email address we know people enter in false email addresses because they don't want to receive those follow-up marketing emails and things like that so users are going to be more willing to go through this process and once this has sort of become more normal and users this can happen more in certain introduces than others obviously but once users are sort of used to getting files and things like that via an instant form on Facebook or Instagram I

7:17think that's we're going to see another increase in people people's willingness to do this and go through that process because they know there's not the potential negative downside that comes with giving over your email address and VIA website for example using this setup also makes your life as a Facebook Advertiser a lot easier yeah yeah yeah yeah yeah right so firstly you have you're gonna have less support less emails from prospects saying I couldn't get the lead magnet how do I download it and most of the time the answer to that question is it simply went into a spam folder using the old setup but that's

7:51time that's effort maybe have someone on your team like like we do to handle all that sort of stuff well um that's going to decrease right the number of people not being able to get hold of the lead magnet is going to go down because it's delivered directly via the instant form that saves your team time resources that could be dedicated to something else so that's great um it also means you don't have to go through the process of creating a really nice looking landing page which is time and effort you may not even need to pay for a CRM which can get really quite expensive particularly when you get into

8:22the tens of thousands of subscribers for example um because you don't need to have all that hooked up you could just deliver it straight through here if you're not very technical and you're trying to work out how do I connect my ads to my landing page to my CRM to get the email to email the link directly all this can be quite complicated takes time effort maybe you have to hire a developer so there's quite a lot of cost saving benefits and time saving benefits associated with this setup where you simply go okay we don't need any of that we're just gonna very quickly easily create an instant

8:53form we're going to deliver the file directly and then we'll be able to retarget those people to get them to take the next step as per the lead magnet strategy once we know they're more likely to have consumed it so I think once you add a lot of those Pros up you're looking to looking at something that could be really really interesting exciting if you are using the lead magnet strategy or you've thought about it definitely worth testing this approach in comparison to the traditional approach where you're sending people through to your website this is almost certainly going to produce a lower cost per lead which is

9:23great will those people go on to convert as well that's the thing that we're experimenting with and working out right now and one of the major benefit that I need to mention is that you're going to get more accurate data within your Facebook ad account using this approach we know that one of the answers to the loss of data that we experience post iOS 14 is to bring more of your prospects customers action in app more within Facebook more within Instagram because we can track all of that sort of stuff so if we know for example with close to 100 accuracy which people are going ahead and signing up for this lead

9:55magnet then we can well firstly meta can use that information to optimize our campaigns more effectively because the more accurate data within that account but we can as well we can decide to turn off certain ads run certain targeting options all that sort of stuff whereas when we're sending them to our website we know that 30 or so depending on how much of your business come to iOS devices Etc is going to be lost or at least inaccurate so that really helps with that and we know that over time compounded that increased data accuracy can really help your results so I'd encourage you to give this a go and let

10:28me know how it goes in the comments I'd also recommend you check out this video where I show you a better way to Target on Facebook we've been doing some experimentation recently we feel like we found a better way for a lot of Facebook advertisers to Target on Facebook I share it all in this video go ahead and check it out