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How To Drive Facebook Leads Via Phone Calls

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How To Drive Facebook Leads Via Phone Calls


By now, most advertisers are aware of the potential Facebook offers as a lead generation channel.

Whether you’re a mom-and-pop retail store or a massive multinational conglomerate, chances are that the largest social network on the planet has a product that can help you.

This platform can identify and activate hand-raisers who are interested in doing business with you.

And as the digital and privacy landscape has evolved, so have the lead generation offerings from Facebook.

Apple’s iOS 14 update in 2021 has made the traditional approach of sending traffic to your website to transact more difficult to track and attribute.

Lead generation forms can fill the void by allowing audiences to submit their contact information directly within the Facebook or Instagram platform.

However, these leads (if not properly qualified) can be of poor quality.

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Messenger now offers lightweight chatbots and can capture the same type of leads you would through a form, but through Facebook and Instagram’s native conversational tools.

But there is one lead generation method that Facebook has been quietly improving over the past year – a method with the potential to supplement your existing lead generation strategy conveniently.

Phone calls.

Sure, driving phone calls may not be the most digitally sexy way to put would-be customers in contact with your business.

But, maximizing the impact of your lead generation efforts means giving your audience several options to contact you, phone included.

How To Set Up A Facebook Phone Call Lead Generation Campaign

Experienced Facebook marketers will remember that phone calls have been an option for a while.

However, before the recent addition of phone calls as an optimizable event within the lead generation objective, the only way to drive calls from FB ads was by using the Reach objective.

This was generally ineffective at driving inbound calls, as Reach-optimized campaigns did little more than displaying your ads for the lowest possible CPM.

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Tracking was also non-existent.

But now, Calls are integrated into Facebook’s lead generation objective and are available alongside Forms and Chats, and the initial setup is very straightforward.

Step 1: Create A New Lead Generation Campaign In Ads Manager

Screenshot from Facebook, January 2022

Step 2: Select Phone As Your “Lead Method” Under The Ad Set Settings

How to Drive Facebook Leads Via Phone Calls | SEJScreenshot from Facebook, January 2022

Step 3: Create A New Ad And Enter The Phone Number You Wish To Route Incoming Calls To

How to Drive Facebook Leads Via Phone Calls | SEJScreenshot from Facebook, January 2022

How Phone Lead Generation Works

Setting up a phone lead generation campaign is as simple as the execution.

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Facebook audiences will see your ad, and instead of the usual and customizable CTA button options, your ad will have a “Call Now” CTA.

Clicking on the ad or CTA button will generate a prompt on the user’s smartphone to confirm if they would like to call the number you entered in Step 3 of the setup process.

If they confirm, the call will go through. Easy.

Unlike previous iterations of Facebook click-to-call ads, where tracking was hard to come by, marketers will now be able to see how many people clicked confirmed they would like to initiate the outbound call.

Similar to lead generation forms submitted or messenger chats initiated, this is the event that Facebook’s algorithm will use to optimize the phone lead generation campaign.

How to Drive Facebook Leads Via Phone Calls | SEJScreenshot from Facebook, January 2022

In essence, it works similar to a Traffic objective, where Facebook is optimizing your campaign to landing page views – not just people who clicked on your ad, but people who took the extra step to confirm they wanted to call your business.

In theory, that extra confirmation step will reduce the number of accidental button clicks and ensure that the people who are calling the number are legitimate leads.

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How Phone Lead Generation Performed For Us

Our agency had the opportunity to test the phone lead generation optimization in mid-2021 when it was relatively new.

The client was looking for ways to bolster their existing lead flow on Facebook, which previously consisted of lead generation forms and an option for users to visit their website to create accounts.

We found that the phone lead objective efficiently drove inbound calls. The average form lead CPL was around $100 when an inbound phone call was around $4.

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But before we started popping champagne corks, it turned out that there were a lot of incoming poor-quality calls.

  • Around 50% of the calls didn’t make it to the IVR (interactive phone response) menu.
  • Nearly 15% of the calls made it through and spoke with a sales representative.
  • But those who did speak with a representative qualified at a 2x higher rate compared to form leads.

In the end, the cost per net qualified lead was relatively on par with form leads, and the client decided to maintain a phone lead generation campaign on a limited basis.

How To Maximize The Potential Of Phone Lead Generation Campaigns

A phone lead generation campaign will make your phone ring.

So you’ll want to have the appropriate staff dedicated to answering inbound sales calls.

Have An Inbound Call Plan

For small businesses, resist the temptation to use your personal phone and instead have a dedicated, regularly-monitored line available.

Be prepared with an appropriate greeting and script, knowing that people calling this line are potential customers looking for more information.

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If your company uses an automated phone menu, please note that you will likely see many inbound calls abandon once they hit it.

This could be a good or bad thing depending on your qualification process.

Too many poor-quality calls will tax your sales team, while your menu system might be eliminating otherwise quality leads because they get frustrated waiting.

Consider Call Tracking Software For Additional Insights

Facebook platform data will show you all of the KPIs and metrics that take place on the platform: impressions, clicks on your ad, call confirmations, etc.

But once they leave Facebook and start the call, that’s it.

Call tracking solutions like Invoca or CallRail can provide additional insights to give you more valuable data, like call duration, quality, and conversion rate.

These platforms also allow you to create additional phone numbers for specific internal purposes, so you don’t need to rely on existing numbers.

Retarget Smartly

If you are nervous about the volume of calls that a prospecting campaign could generate or aren’t seeing the quality if you’ve already tried it, consider using phone calls as a retargeting-only contact method.

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Start with uploading a list of previous leads that have not been contacted, with an offer to call for more information.

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Instead of using a form or a chat, see if this audience is more inclined to convert via phone call.

You can also use phone calls as an opportunity to upsell existing customers who may be eligible for incentives.

Also, don’t be afraid to delve into the demographic data and tailor phone lead generation campaigns to audience segments who are not converting via more digital methods.

It’s all about giving your customers a variety of ways to get in contact with you.

Use Lifetime Budgets To Daypart Campaigns

Chances are, you don’t want your phone to be ringing at all hours of the night.

Since your team is likely only available to answer calls during specific business hours, you’re going to want to make sure your ads don’t show when you don’t have people available.

Unless you want to manually pause and unpause your phone lead generation campaign every day, you should daypart it.

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To do this, you’ll need to select Lifetime budgets, either on the campaign level if you’re using campaign budget optimization…

How to Drive Facebook Leads Via Phone Calls | SEJScreenshot from Facebook, January 2022

OR on the ad set level if you’re not.

How to Drive Facebook Leads Via Phone Calls | SEJScreenshot from Facebook, January 2022

Selecting Run ads on a schedule will give your ad sets the ability to selectively run when you want them to, instead of all hours.

How to Drive Facebook Leads Via Phone Calls | SEJScreenshot from Facebook, January 2022

Advertisers also can run ads during times specific to the viewer’s time zone or the default time zone for the ad account.

Conclusion

Driving phone calls to your business via Facebook is a viable tactic for advertisers thanks to some recent updates to Facebook lead generation campaigns.

Making the most of phone leads will require pre-planning and a solid process that ensures inbound leads are routed quickly to the right people.

However, once these processes are worked out, the result could be a supplemental source of high-intent leads that convert better than more traditional tactics.

As is the case with just about every facet of digital marketing, it’s worth a test.

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Featured Image: sergey causelove/Shutterstock

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How Data Is Reshaping The SEO & Digital Marketer’s Landscape

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How Data Is Reshaping The SEO & Digital Marketer's Landscape

There is a new data revolution happening, and it’s sweeping across the industry so quickly that many SEO and digital marketers are struggling to make sense of the insights and intelligence at their disposal.

To utilize this opportunity, marketers need to evolve their mindsets and use technology to analyze multiple data formats and understand the new opportunities it can bring.

SEO marketers of today and digital marketers of tomorrow will need to extract, structure quickly, and manipulate data to drive the most critical business outcomes.

Data has always been mission-critical to digital decision-making.

The Economist, back in 2017, declared it the world’s most valuable resource.

Fast forward to today and the future, and we can see that the exponential growth of data fuelling this revolution is staggering.

According to the IDC, the amount of digital data created over the next five years will be greater than twice the amount of data made since the advent of digital storage.

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Think about that for a second!

Flash drives, for example, were introduced in 2000.

This means that in the next five years, marketers will have to analyze and make sense of 2x the data created in the last 22 years!

The Data Revolution Means More Sources & Complexity For SEO

The data revolution has gone on for some time now, and it’s changed our concept of what counts as “data,” rightfully so.

In the past, we thought only numbers mattered.

But, in this new digital world where everything is converted into ones and zeros, data is broader and contains text, audio, and visual information – all bits waiting to be processed!

  • Machine-based and human-generated data are growing at a rate of 10x faster than conventional business data.
  • Machine-created data is increasing exponentially at a 50x the growth rate. This data revolution is primarily marketing-driven and consumer-oriented who are “always on.”
  • In just the last 18 months, the volume of site processing data we have been generating at BrightEdge has increased by 11x!
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As a result of these increasingly demanding trends, SEO and digital marketers need to adapt and become more like data analysts and scientists in approaching the extraction of structured data insights and business intelligence – without adding more manual work.

Fortunately, SEO is well-positioned to take advantage of this new data revolution.

  • Increasing your keyword universe – More keywords mean more data points to look at with reporting and fuelling insights. While focusing on conversion rate metrics is very important, it wouldn’t be possible without opening the scope of your audience and getting more people in the door. SEO has drifted away from writing for a primary dedicated keyword and is now way more advanced with advancements in search engines like Google’s understanding of intent of searches through RankBrain and BERT.
  • Increasing your search footprint – will also help you discover unexplored of informing your future content strategy or ideate new keyword ideas. However, sometimes you might miss the boat, like the transition of Content Management Systems slowly turning into “Experience Platforms” as they offer more functionality to meet the needs of today’s webmaster or marketer.

Read More On SEJ

Data Is The Currency Of An Accelerated SEO & Digital Age

By 2025, Worldwide data will reach 175 zettabytes.

But unfortunately, the human brain can’t process, structure, and analyze all that data.

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So technology engines have to help, and digital marketers should be the driver.

There is a massive opportunity for companies that can utilize data to create more engaging experiences.

A recent study showed that 95% of business leaders recognize this as their biggest growth lever over the next three years, which means there’s plenty at stake here!

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Robust data analysis ensures decisions are evidence-based and have more accountability.

Drawing on existing and new data sources to fully integrate business acumen and analytical skills into decision making, sourcing, managing, and analyzing large amounts of unstructured data will ensure continued use and success.

SEO began with data and has evolved.

From the introduction of real-time SEO in 2019 and Page Experience Updates in 2021, SEO’s future lies again with data and the creation of intelligent systems. Here marketers can leverage combined data sources that structures data for them.

As a result, they can achieve business objectives and stay ahead during all data and digital transformation stages.

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Technology & AI Are Helping SEO Evolve

Advancements in technology and, in particular, AI and Natural Language Processing has meant that SEO and digital marketers can become data analysts without having to become an actual data scientist.

This is key to unlocking structured insights from your company’s big data to make more precise predictions about what is coming next based on existing information.

Digital marketers can evolve, understand key trends, and learn in new areas such as:

  • Predictive modeling of future trends and forecasting based on multiple types of data.
  • Real-time identification of opportunities and intelligence.
  • Digital research at scale with both historical and real-time data.
  • Leveraging automated visualizations for various stakeholders.
  • Improved data security and compliance.
  • Market and business intelligence at a macro level.
  • Consumer behavior at the most granular level.

SEO and digital marketers can learn critical skills such as statistics, data analysis, data visualization, and strategy.

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AI, NLP, and machine learning are helping them do this without needing expertise in computer programming and software applications.

What digital marketers must do is combine their communication skills and analytics skills with stakeholders who cannot think outside of the advertising box.

Read More On SEJ

Data Analysis & Intelligence As Competitive Advantage

The application of technology will be the driving force behind the next generation of data analysis technology.

Therefore, SEO and digital marketers of today should learn how to better utilize insights from data analysis.

It’s becoming more apparent that the marketing platforms of tomorrow will require the capabilities of data analysis and science infrastructure at their core.

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The future of marketing will blend technological know-how, business sense, and an understanding of data analysis.

The next generation of SEO will touch all components of marketing, from video, email, and voice, to digital performance of content.

SEO and data science will converge into one evolved discipline that drives omnichannel acquisition and democratizes data.

Marketers who embrace this new era of SEO will be well-positioned to succeed in the years to come.

Data is reconfirming its role as the new competitive advantage, and as SEO and digital marketers, you must evolve if you want to be part of the future.

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Featured Image: ra2 studio/Shutterstock

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