Likes, comments, clicks, impressions, reach – the metrics we all use to measure the success of our Facebook campaigns. And while these numbers are useful, they don’t always offer direct, measurable value; the aim of any marketing campaign.
But a Facebook campaign can also be an effective lead generation tool. As our case studies have shown, an end-to-end Facebook campaign centered around an app – or even microsite – can drive the capture of valuable customer data.
Customer Data Capture Using Facebook
With advances in Facebook app development we can now target specific demographics with carefully considered data acquisition campaigns, collecting high-quality, opt-in contact data (email addresses and phone numbers).
But we can go beyond that, collecting data on an even more granular level. Using different app builds and approaches, you can combine that contact information with customer insights; gender, style preference, lifestyle, taste – the list is literally endless.
And it’s big data like this – contact information, combined with specific marketing information – that makes lead generation through Facebook so valuable.
Simply put, it enables you to then market specific content or products direct to targeted customers you know are interested in what you have to say.
Case Study: Barbour
Barbour is already a well-renowned brand, but it isn’t known for its spring/summer ranges. Wanting to attract a new audience and raise awareness of their SS15 clothing, Barbour asked us to deliver a data acquisition campaign across Facebook and other channels.
Using a quiz-based Facebook application supported by a full-service digital marketing campaign, we set our sights on delivering Barbour – and its partners – over 15,000 individual email addresses, complete with insights into each respondent’s clothing preferences.
Data Capture Best Practice
Naturally, when dealing with the data of thousands of potential customers, there are certain best-practice rules that should be adhered to, not only from a legal perspective, but also to help you extract the most from your investment.
When capturing any customer data through a Facebook App or Campaign, you must ensure you gain permission to email those individuals again. It’s a process that can be overcome to fantastic effect with incentivisation, but it should be ever present, legally and statistically.
Ask any email marketeer about the importance of opt-in (qualified) data and they’ll likely keep you talking for quite some time. It has been shown time and again – as you might expect – that respondents who say they want to receive further information interact better with the marketing they receive.
Keep It Simple
Never, ever ask for more than you need. Every time you ask a potential respondent another question it’s a test of your relationship. What will they do with this data? Should I give it to them? Is it worth answering 5 or 6 questions?
The key here is carefully designed questions. Questions that get to the root of what you need to know. Quickly.
In fact, if you are working with partners be sure to include additional opt-in checkboxes. After all, you want them to have a good experience from your campaign as well.
Make sure you’re using the data you’ve collected in exactly the way you’ve stated. Start handing that data out and you could easily break the trust you’ve built up with your leads. This includes protecting your data so it can’t be accessed by others.
Remember, a rigid plan is central to any successful data capture campaign, on social or otherwise. But if your campaign is implemented cleverly, lead generation through social media can deliver lasting relationships with thousands of potential customers.