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Facebook Has New Ways to Generate Leads & Connect With Customers

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Facebook is rolling out new free and paid business tools designed to help businesses find new customers and connect with them in more ways.

In addition, Facebook announced new features coming next year that are currently in testing.

Here’s an overview of all the new and upcoming Facebook updates for businesses.

Click-to-Message Ads Update

Facebook is updating its click-to-message ads, which encourage people to connect with businesses through Messenger, Instagram Direct, or WhatsApp.

Now, businesses can invite customers to connect through all the messaging platforms where they’re available to chat, whether they’re owned by Facebook or a third party.

Facebook didn’t provide an exact list, but “all” should be an all-encompassing list of messaging apps available on smartphones.

The Facebook ad will default to the chat app based on where a conversation is likely to happen. Presumably that means it will launch app the customer uses most often?

Start WhatsApp Chat From Instagram

Facebook is flexing its integration capabilities with the launch of a new feature that involves WhatsApp and Instagram.

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It’s now possible for businesses to add a WhatsApp click-to-chat button to their Instagram profile. This may encourage more customers to connect with businesses if they prefer WhatsApp over Instagram DMs.

And, starting soon, businesses will have the option to create ads that click to WhatsApp directly from the Instagram app.

Request a Quote on Messenger

A brand new feature from Facebook will allow businesses to invite customers to request a quote.

Businesses can customize their request form by selecting 4-5 questions to ask consumers prior to sending a message.

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The customer can then quickly request a quote from a business on Facebook by completing a short questionnaire on Messenger.

This feature is currently being tested with select advertisers.

Lead Generation on Instagram

Facebook plans to test paid and organic tools to help small businesses find and qualify leads directly within the Instagram app.

This will create another business case for using Instagram, and Facebook says this will be a more cost effective way to generate leads compared to existing solutions.

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Features in Testing

The following features are currently in testing. There’s no release window for any of them, though Facebook is known to thoroughly test these kinds of things before rolling the out to everyone.

Updates to Facebook Business Suite

These features are being added to Facebook Business Suite, which is a free web-based dashboard for managing Facebook and Instagram activity in one place.

  • Emails: Facebook is testing the ability for businesses to manage emails through the Inbox app, and send remarketing emails from Facebook Business Suite.
  • File Manager: Facebook Business Suite is introducing File Manager, a new feature that allows businesses to create, manage and post content.
  • Post Testing: Facebook is making post testing available in Business Suite to let businesses test and compare multiple versions of a post to see which one people are more likely to engage with.

Work Accounts

Facebook is testing another type of account called a work account, which will allow business-minded users to log in and operate Business Manager without requiring a personal account.

Businesses will be able to manage these accounts on behalf of their employees and have access to enterprise-grade features like single sign-on integrations.

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Facebook plans to test work accounts through the remainder of the year with a small group of businesses. Expand availability will follow in 2022.

Source: Facebook For Business


Featured Image: 88studio / Shutterstock

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5 Effective Ways to Run Facebook Ads A/B Tests

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Facebook Ads A/B Tests or split tests help them try different versions of ads with various campaign elements. This process helps them arrive at the best version for the organization’s target. 

A/B Tests offer a vast pool of resources to try out various versions. You may get caught up and lose your way to arriving at the best version in a limited time. To better understand this topic you can read the Facebook ad testing guide. Here are five effective ways to run Facebook Ads A/B Tests-

1) Start with the minimal number of variables

This approach will help you analyze the impact of a variable much better. The lesser the variables, the better will be the relevant results and more conclusive. Once you have various versions, you will need to run them through the A/B Significance Test to determine if the test results are valid.

2) The second way is to select the correct structure. 

There are two structures in A/B tests. One is a single ad test, and the other is multiple single variation ad sets. All the variations will go under one ad set in the first structure. Each variation will be under a separate ad set in the second one. Out of the two, the second one works out to be better and gives better results.

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3) Use of spreadsheets is important to stay organized. 

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These spreadsheets help collect and analyze data to get meaningful insights and arrive at data-backed decisions.

4) Do target advertising and set realistic time goals. 

One approach is to choose an entirely new set of audiences. Also, the data pool should be vast and not the same as some existing campaigns. The reason for choosing a different audience is that Facebook may mix up your ads and give contaminated output. 

Another approach to choosing the right audience is to pick geography. It works better, especially when you have business in a particular region.   

It’s also essential to set a realistic timeline for your testing. Facebook suggests one should run a test for at least four days, but you can choose to run the test for up to 30 days.   

5) Set an ideal budget. 

The concept of a perfect budget is subjective. But, you can fix it yourself, or Facebook can do that for you based on your testing data. A large part of the test budget is spent on avoiding audience duplication. If the same audience sees variations, it could affect the test results.

Besides these top five effective ideas, you will need to take a few more action points to make the testing process efficient. Make sure you put the website’s domain link and not the landing page link in the ad, as that doesn’t look good. Put appropriate Call To Action Button, such as ‘Learn More,’ ‘Buy Now,’ etc. It’s also important to see how your ad is coming across on various electronic gadgets- mobile, tablets, etc.

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Another strategy that works is trying to engage the customer. You may add social engagement buttons such as ‘Like’ or ‘Comment.’ Use high-resolution images as they work better with the customers. Low-quality, highly edited images are often not liked and trusted by the consumers.

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You can learn more about the audience behavior patterns with A/B test results. Conducting these tests on Facebook streamlines the entire process and makes it smooth for you. With the test results, advertisers and marketers can work on the creatives they need to utilize.

To sum it up, you can run an effective A/B test campaign within the specified budget. You don’t need to spend massive amounts to get your advertisement right. You’ll make the correct assumptions about the performance of variations with a good understanding of business and consumers.

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