Instagram, one of the most famous social media platforms based mainly on visuals, is currently used by more than one billion users and the number is only growing. That, needless to say, represents a great opportunity to reach the audience you haven't reached yet. One of your marketing goals might be to generate quality leads and Instagram may be the channel you want to use. Now the key question is how to effectively leverage this platform so that you generate valuable leads at a reasonable cost. There are ways.
First of all, you need to consider if Instagram is a channel for you and your type of business. If you can't think of a way to showcase your products or services, show your personal story or share something from “behind the scenes” in a VISUAL way, Instagram may not be a good fit for you. Similarly, if your audience is not present on Instagram, consider other channels for your communication mix. Try to look deeper into LinkedIn or Facebook which represent opportunities to generate leads too.
On the other hand, if you figure out a way to leverage its visual style, Instagram is a great fit for connecting your potential customers with your brand. 62% of people say they have become more interested in a brand or product after seeing it in Stories. That's just one placement. If you effectively leverage all of what Instagram offers, people will love you (and your brand).
Let's finally jump straight into ways to effectively generate more quality leads through Instagram!
Yes, there is a campaign tailored exactly to your needs – get more leads. I did not plan to rhyme, but there we go. If your goal is to get high-value leads, you can set up a campaign that aims to bring you exactly that. The premise is that you have a nice looking Instagram profile, already have some posts and Stories published and respond quickly to the comments and messages. Your profile needs to be very well prepared before you decide to jump into the campaign activities. Another premise is that you are willing to invest something into your lead generation activities.
All set up? Great, let's move on.
Log into your Facebook Business Manager account and go to Ads Manager. What would you do in Facebook interface you may ask? Instagram is owned by Facebook and offers you great advertising features in their central interface – Facebook Business Manager. In other words, you can run campaigns for both Facebook and Instagram from one place.
Are you in the Ads Manager? Cool. Now when you run a new campaign, take a look at what shows up:
“What's your marketing objective?” Facebook asks. This way, Facebook makes sure to optimize your campaign. If you want to know more about how Facebook optimisation works, check out our beginner's guide to Facebook advertising.
Next, in the “Placement” section, choose “Edit placements” and pick only Instagram:
This way you make sure your campaign will only run on Instagram. You can even dig deeper and choose specific placements like Stories or Feed in the bottom section.
Finally, and most importantly, you set your ad. This is something people will interact with, so make sure you arrange that as best you can. Making your ad is engaging is a crucial part of every campaign. Instagram is, as already stated, based on visuals. If you are wondering how to engage your audience on Instagram, check out this article.
The great thing about lead generation ads is that once the user clicks on your ad, she is redirected to a native form that collects any information you desire – be it first name, email, phone number or anything else. The user does this, of course, based on her consent and in exchange for some value that you offer. Without motivating the user to complete the form, your lead generation ad won't work. You need to find a reason or value for which users will be willing to give their information and will be happy to continue communicating with you.
Once the user fills out the form, you can find leads in your Facebook Business Page (Publishing tools, Forms Library) where you can download them and make sure your sales process begins.
If you feel like running ads in the Facebook Business Manager is too complex, try out our tool that simplifies this process so that even non-marketers can run their campaigns effectively.
To make this whole machinery run, you need to know a bit about how Facebook Business Manager works and where you can create your lead generation forms. But as soon as you learn that, the campaign creation takes literally minutes to complete. Just don't forget, whether or not you put energy into the ad will hugely determine the success or failure of your campaign.
We've introduced a really sophisticated way to generate leads on Instagram – through Facebook Business Manager or tools like groost. But the fact is, that you can collect the low hanging fruit too! Connect with your followers (or followers of your competitors). For example, you could have a nice chat with them, get to know more about their needs and offer a solution (if it fits). This way you can directly generate demand for your product or service, get people to call or demo, offer educational content or sell conference tickets – all depending on your business and its goals. Instagram offers an interface for messages which you probably know – take advantage of that! Get in touch with those who already know your brand or may be interested in getting to know it! It really can be that straightforward…
For this to work, you may want to have a nice looking (and converting) landing page in place and tools for webinars or apps like Calendly or e-books that you provide in exchange for users' information. These are all pieces of content that will help you while communicating with your potential customers. Instagram, then, will help you connect with users and redirect them to your content that eventually converts them into leads.
To sum it up, to get the most out of Instagram, you need to have engaging content to share, spend time building your audience, dig into tools like Facebook Business Manager or groost and stay responsive to comments and messages users will send you. This way, you can effectively leverage this visual based platform for all your lead generation activities!
Everybody speaks about TikTok, right? So, why is this platform so famous and who really uses it? Launched in 2016 by a Chinese company ByteDance, TikTok displayed an amazing three-year growth. Today, more than 800 million users engage in this entertaining platform worldwide. Entertainment is what it's all about. TikTok is a platform that allows its users to create short stories and add a musical background. Not by any chance did TikTok (ByteDance) acquire Musical.ly. Music plays a key role in the content of all TikTokers. Let's have a look at the key TikTok demographics and stats!
Facebook Groups are one of the basic components of Facebook. You are probably even a member of some of them.
It's a place where people with the same interests can connect online. The basic principle is that it is an online place for people to discuss, share experiences and express their opinions and attitudes. It also allows people to organize events, share photos, videos, or broadcast live videos.
Any Facebook user can create a group and its operation is completely free. Each user can be a member of up to 6,000 groups at the same time.
Unlike FB Pages, groups can be closed, and while the Page serves primarily for brand presentation, groups are focused on users and their activity in the community.
Public groups are the ones anyone can find and join. On the other hand, Closed Groups can be found, but their content is hidden and the membership must be approved by its moderator or administrator. This is a great tool to control who wants to join the community and thus control the membership. The highest level of privacy is offered by the Secret group. You cannot view or search those on Facebook. Members of these groups are directly invited by administrators or other members.
Well, that’s a tricky question – there are so many variables at play. Depending on your situation, the cost of your Facebook ads could be as much as $10 per click, or as little as 40 cents.
The most important factor is efficiency and performance. Your ads might be super cheap, but if they do not bring any results, it's a waste of money. Define the purpose (the goal) of the ad and what is your cost limit to label the ad as efficient. Many businesses measure success by the number of sold products, leads generated, or potential customers engaged.
There is no rule or benchmark for this, each business is different with different needs and circumstances. Someone might be satisfied with a new lead for $45 and another might not go over $10. One person might consider a $3 cost per click as successful and another would not want to pay more than $2. Calculate the revenue you can get from the lead and think about how much you want to spend per action, this way you can always check whether your ads perform well or not.
Before you spend a lot of money, try to set up your daily budget for $5 a day. (We will talk about how to set your budget later). Monitor your results. If the ad performance meets your ideas and you have money to raise the daily budget, do it. And do it again, if the ad is bringing you results.
Remember: If your ad is comical, visually appealing, engaging, or all of these combined, people will like, comment or share it more often than they would with some boring copy with a blurry image. If you really want the most from your paid ads, they have to be great to make the people share them and so the ads will be also spread organically. Deciding how much to spend is a good place to start, but always make sure each dollar goes as far as it possibly can. The key is the visual, the text, as well as targeting. Regarding your content creation, read my article about buyer personas, because you should tailor-make it for your ideal customers and you can also find more helpful info in this article about tools for creating visual content.
So, how can you get an idea of how much Facebook advertising costs before diving in?
Did you sell a house? Tell people. It's not only a success, but also confirmation for others that you're an expert and can sell their properties.
Live stream house tours
You probably organize home tours. With a mobile phone, you can simply make a live stream through Instagram, in which you walk through the house, describe its advantages in your own words and show it to potential or current clients. The live stream, unlike a regular tour, reaches a larger number of people. Don't get me wrong, it is certainly not a substitute for real house tours. But it can help you reach people, who don't come, instead.
Live stream from the neighborhood
You will probably agree that the neighborhood of the house is one of the most important things to consider when buying a house. There is nothing easier than walking around with a phone in hand to show customers where the house is and what is nearby. Livestream that is done well can give them a real sense of the area.
Make quizzes and polls
It is a very simple and engaging thing you can do. Making quizzes and polls in Stories, or even as part of regular posts is a great way to increase engagement with people.
Chat in Stories
Now you can add the Chat feature to your stories. It means that everyone can join a group and chat with you or other participants. You can use it as a weekly FAQ and for a limited time to answer your followers' questions. It's personal and engaging.
Share existing content
There is plenty of interesting content on Instagram. And this is an advantage for you, because you can easily share the posts you like and show your followers interesting content that they enjoy. Sharing others content and mentioning their accounts alo increases awareness of your account.
Give people tips and ideas for interior design. People like this type of content. Take advantage of existing Instagram content and just share it on your network.
How do you catch potential customers that are near you? How do you target people according to their location?
Do you have a house to sell and you want to find a buyer in your area? Or do you run a small hot dog stand and want to sell more of your delicious repast? Try to target the people that are near your business!
Is your stock full of T-shirts that say, “I ♥ Boston” and you want to sell them? Target the real Bostonians!
Facebook simply allows you to target people according to their geographic locations. You can sort your audience broadly or very specifically. That means you can target the whole country, state or region, city, zip/postal code, and if you have a store, you can use the option for your very own business address that is to be set on your Business Manager page.
This is a short guidance on how to create your business page. As mentioned in the article about facebook formats, the business page is sort of a profile of your business. Once it is set up, you can post any promotion, funny story, new opening hours or whatever you find relevant there.
Creating the page itself is not difficult. You only need your Facebook profile. In the upper bar on your profile, find the button “Create” and select “Page”. Choose “business or brand” and then enter all the needed info.
You will be asked for the page name, your business address (it does not have to be shown to anyone), your profile picture, as well as the cover picture. As you can see in the picture below.
When you enter all the information, you can start building the content of the page and then start inviting people. In the upper bar you can go, for example, to your inbox to check your messages, in the Insights section you can see how posts and the page perform overall, and in the publishing tools, you can schedule your posts as we explained in the previous article about community management.
If there is a specific action you want the visitors of your page to make, you can add a button for “Shop now”, “Contact us”, “Download game/app”, and plenty of other options. It is handy and makes the page look professional.
It is very easy to add any piece of content to your business page, but sometimes it is confusing to switch between your profile and the page. Lots of entrepreneurs struggle with posting personal things on their business page and vice versa :). Don’t forget to switch between profile and page! On your mobile phone you can find your page on your hamburger menu. On the desktop, you can switch to it in the upper bar by clicking the little arrow.
Creating a page is not a big deal, right? To use the whole potential of Facebook for businesses, you should create a business manager account, as well as, an ad account to be able to run your paid ad campaigns. Regarding Facebook advertising, you can find complex info in our e-book!