Alexander Thomas,  Digital marketing manager at BigBuy, a leading dropshipping provider in Europe
ACL Direct Promo · We know about Relationship Marketing, We are experts in loyalty and incentives · We like to create unique experiences, Course on e-Marketing at CEF.- Center for Financial Studies
To learn about E-Marketing, identify the strategies, their implementation and their success stories In short, both ways of attracting leads are valid and complementary. It all depends on the objectives we have as well as the type of inbound marketing action that we plan to carry out. Social networks such as Facebook, Twitter or LinkedIn (Slideshare) have long offered a new advertising format to their advertisers aimed at capturing leads. What are the main advantages and disadvantages of this type of ads compared to traditional landing pages? For all of us who are dedicated to inbound marketing, this is an excellent opportunity to accelerate the process of attracting leads to later enroll them in lead nurturing processes . Below I detail the pros and cons offered by this advertising format in the three main Social Networks.

1. Twitter: Lead Generation Cards, Twitter was among the first to integrate this type of format into its range of ads. And after using it for more than a year, I can say that it is a very attractive option to capture leads, especially because of the ease with which the user can download the content that we promote. Another added advantage is the possibility Jordan Email List synchronizing user data with different marketing automation and email marketing platforms such as Mailchimp or Hubspot in my case. Once the user interacts with the card, we store their name, email and Twitter username. Through integration with Hubspot or other tools we can create new contacts that we can later incorporate into conversion- oriented lead nurturing workflows . On the other hand, the main disadvantage may be that limitation in the data that we can obtain from the user. Perhaps email, the name and the Twitter user, is not excessive information.

2. Facebook: Facebook Lead Ads, The integration of this type of format in Facebook is more recent. We are talking about Facebook Lead Ads . This type of ads allows you to integrate registration forms, download forms, and surveys in Facebook ads that are completed with just one click. In the last weeks I have been investigating and testing this format and the truth is, it is very attractive. One of the main differences and also an advantage of Facebook lead ads compared to Twitter lead generation cards is the possibility of expanding the range of information that we obtain from the user. In other words, it allows us to collect user information on Facebook in addition to adding qualitative questions. Thanks to this we can obtain a much more complete profiling of the user that allows us to segment and define a more appropriate message. As a point against mentioning that, for now, Facebook Lead Ads is somewhat more complicated to integrate with marketing automation tools . In the case of Hubspot for example, it must be done through a third party.

3. Linkedin: Slideshare Form Ads, Slideshare is one of my favorite social platforms. As you already know, Slideshare is a social network where you can view, download and publish presentations, infographics and videos that was acquired by Linkedin in 2012 for $ 119 million. Slideshare has been offering the ability to integrate contact forms into presentations for some time. Slideshare contact forms are an advertising format oriented to the capture of records or requests for direct contact. They are more focused on capturing mature leads. This is perhaps the biggest limitation of this functionality, although if we analyze it it makes a lot of sense. After all, in Slideshare we can publish and share content of all kinds (TOFU, MOFU or BOFU). Integrating this type of form into MOFU or BOFU content for example would make a lot of sense. Not so much perhaps with TOFU (Top of the funnel) type content.

How do these new formats affect the traditional download or conversion landing pages?

The appearance of these new advertising formats opens a range of possibilities for companies, but even so, there are still certain gaps that, however, are satisfied by the classic conversion landing pages . Here are some tips to help you choose the best option in each case: 1. One of the keys to obtaining quality leads is to generate trust for the user. Capturing user data is easier with applications such as Facebook or Twitter than with a form on a landing page. In addition, it allows us to avoid some problems associated with a landing page such as loading time, the fact of having to leave Facebook or Twitter, landing pages with poor design or the lack of credibility of some landing pages. However, credibility and relevance are two of the key factors that are part of customer decision-making and today you can only work on these two factors with your own page.

Having your own style, attractive design, and quality customer service help build credibility. The creation of valuable, informative and educational content helps to be relevant to users If, for example, a user provides us with their personal information through Facebook, without interacting with our page at any time, they are making a decision based on a small image that they have seen of your brand on Facebook. That is, it is acting without any information, and most likely it will end up being deleted from all the mailing lists in which we have subscribed. On the contrary, launching an ad that directs users to their own landing page, where our value proposition is reflected, seems a more effective action. In addition, this type of announcement can be made to both fans of your brand and those who do not know you yet. In short, the ability of a landing page to generate quality leads is, today, much greater than a small copy on Facebook or a Tweet.

The leads generated on Facebook or Twitter Ads are of poorer quality but easier to get. It is obvious that the easier we make it for the user, the higher the conversion rate we will generate in our campaigns and in fact, when we use a lead ad we are facilitating this process, since the user can access the content with the press of a button. If our goal is to acquire as many leads as possible, lead ads are the best option. However, if we want to create a quality database, it is preferable to use our own form where we can include those key questions to get to know our users better. Thanks to this, we will avoid wasting time filtering quality leads from those that are not, in addition to obtaining a much lower real CPL.

A landing page allows you to test, a lead ad does not (or very little), A lead ad only allows testing with those factors related to the ad, be it the image or the text. This is not at all comparable to the degree of optimization that we can achieve with a landing page. Some items with which we can hardly test with lead ads are: Call to actions, Layout, Colors and Creativities. I would like to qualify the latter. There are some limitations on creatives when it comes to working with these types of ads. On Facebook for example, we have the problem of the text limit in creatives (20% max. Text in image), which is very little. Also, what happens if what we are promoting is an infographic, or we want to include a customer review in the campaign to enhance credibility? What if we want to integrate a video into the campaign? These are some of the actions that we can only perform if we have our own landing page.

Social Ads to energize TOFU content (Top of the funnel), One of the most interesting actions for which I usually use Twitter lead cards is to promote infographics. A good infographic is material that is interesting enough for a user to want to share their email with me, but perhaps not enough to fill out a larger form. It is a quick and effective action to get suitable leads that you can then convert through lead nurturing actions with more specific and valuable content.

Remarketing actions, Although it requires much more time to optimize, remarketing is a more than attractive action and it can also complement the previous one perfectly. Remember that in a remarketing campaign our ad will only appear to those users who have previously visited our page. Let’s take the example of a user who has visited our website, has reached the prices section and has left. We could do a remarketing campaign for this user with Facebook Lead Ads to request a free demo, obtaining a discount if they finally purchase the product.

Landing page for MOFU and BOFU content (middle & bottom of the funnel), In my opinion, a landing is an essential asset when it comes to obtaining more detailed information about the user in order to achieve their conversion. When designing Inbound Marketing actions for MOFU or BOFU stages, it is necessary to have your own assets in the conversion part. In this sense, it is necessary to have your own landing page where the user has more detailed information about the content, the product or where we can integrate multimedia elements such as videos, for example. We must bear in mind that for this type of actions to be successful, it is necessary to carry out different optimization actions, perform tests with call to actions and layouts, as well as customization in the forms. In short, both ways of attracting leads are valid and complementary. It all depends on the objectives we have as well as the type of inbound marketing action that we plan to carry out.

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