I recently ran a poll of my Facebook Group members about online forms. I asked: When is the last time you provided your email or phone number via lead forms to get a white paper, report, coupon or other asset?
Half of respondents said they’d done so in the last six months. Sixteen per cent had done so in the last month. Only two respondents said it had been more than year since they’d filled out an online form or that they had never done so.
The results of this poll surprised me, but I guess it shouldn’t have. I expected to see a stronger trend against using forms. I think this group, as marketing pros, tends to participate more.
The trend I’m seeing among the general population is that the use of lead forms is on the wan. As a Facebook PRO Partner I run hundreds of ad campaigns for clients targeting consumer audiences, and I can see a clear drop off in lead forms.
That said, there’s a spike in the use of “Messenger” as an effective call to action on Facebook Ads. People want immediate action and response, and a lead form just can’t give them that.
Think about ‘real life’. Would you ever go into a business, fill in a form and leave? Then wait and hope someone will contact you to allow you to make a purchase. No way!
In real life when you visit a business, you expect to see someone and speak to them. Facebook Messenger makes this happen online. Auto responses that make it smart and scalable.
If you are not using Facebook Messenger strategically for your business, you are missing a trick.
At the conference, Messenger announced several new products and features to help create closer ties between people, businesses and developers.
WhatsApp launched an integrated catalogue where businesses can showcase and sell their goods.
Facebook announced a new redesign that puts groups first in its attempt to rebuild communities on the platform.
Instagram introduced a new camera design including Create Mode, which gives users an easy way to share without a photo or video.
Lots of change at Facebook. Are you keeping up?
This week’s top five social media news for marketers and PR pros! Learn about great podcasts, Reddit ads, Snapchat’s new features, Facebook tributes and Twitter’s fight on spammers.
Get insight, advice, and new perspectives from top B2B marketing industry leaders by listening to these 20 podcasts.
SS: I listen to business podcasts all the time. They are part of my daily professional development.
Reddit is set to more-than-double ad revenue by 2021. Its ad business will grow nearly 55 per cent, crossing the $100 million mark this year.
SS: Marketers should explore a range of digital ad platforms to diversify and maximize budgets.
Snapchat has a bunch of new features designed to keep it a competitive and effective platform for marketers.
SS: This non-Facebook platform has always been innovative. Now its becoming more accessible to marketers too.
Facebook’s announced a new feature to prevent upsetting users after their friends or family have passed away. A new “tributes” section allows a profile to be transformed into a memorial for a person after they die.
SS: Not before time. There’s been problems with how it treats the profiles of the deceased for more than a decade.
Twitter is reducing the number of accounts users can follow each day to fight spam. People can now follow 400 accounts per day, down from the previous limit of 1,000.
SS: Any plan to reduce Twitter spam and noise is good news.
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If one thing is true of Facebook marketing, it’s that change is constant. The platform is always updating features and functions and keeping on top is the key to success.
Facebook is updating how it measures ad relevance, for example. The single ad ‘relevance score’ is disappearing. Three new metrics are replacing it. There’s also and update on ‘potential reach’, and other metrics are going away.
The relevance score was handy in measuring how closely an ad and its audience are related. For example, a score of 9 or 10 indicated an excellent match and that the audience valued what the ad had to offer.
Facebook is replacing this value score with three new relevance metrics. These include:
- Quality ranking: How an ad’s perceived quality compares with ads competing for the same audience.
- Engagement rate ranking: How an ad’s expected engagement rate compares with ads competing for the same audience.
- Conversion rate ranking: How an ad’s expected conversion rate compared with competing similar ads.
When used together, these new ad diagnostics will help businesses understand how to adjust Facebook ads to improve performance continually.
Potential reach changes
Facebook’s Ad Manager provides an indication of an ad’s potential reach prior to rollout. Actual reach is usually much smaller, and the mismatch has often proved confusing and frustrating.
Potential reach included the number of total monthly active users on Facebook. Now the estimate includes only people who have been shown an ad on Facebook in the last 30 days providing a more accurate potential reach.
Facebook is also removing an additional seven ad metrics and is replacing them with smarter ones. For example, the new ‘posts saved’ metric will show how many people have saved an ad.
Other metrics changes are being implemented throughout April 2019.
Get a Facebook PRO Partner on your side. Contact us today.