How to Use Meta Instant Forms to Improve Lead Generation

As we all know, the world of digital marketing never sits still for long. Keeping up to date with and harnessing the right tools makes all the difference in driving successful lead-generation campaigns. Meta Instant Forms for Facebook and Instagram are one such tool. While it has been around for a while, Instant Forms received a significant update in 2023 that all marketers should be aware of. In this article, we’ll explore a few actionable tips and strategies to help you unlock the full potential of this tool.

What are Meta Instant Forms?

Meta Instant Forms are a feature within the Meta advertising platform that allow you to create interactive forms directly within your Facebook and Instagram ads. It’s a streamlined and efficient solution for capturing valuable leads directly within Meta. Designed to simplify the conversion process, these forms allow advertisers to gather essential information with just a few taps or clicks by the user.

With no need to redirect users to external landing pages, which can be annoying for Facebook users, Instant Forms reduces the friction traditionally associated with lead generation landing pages. Instead, it delivers a seamless, user-friendly experience for potential customers on Facebook & Instgram.

Here are three ways to put Instant Forms to work in your lead-generation campaigns on Meta.

1. Create smarter forms for better lead generation

Instant Forms isn’t just about gathering info; it’s about creating a personalized and satisfying user experience. Imagine a form that understands your potential customers and asks just the right questions – that’s the power of “conditional logic,” arguably the most important part of the 2023 update. Here are three areas to think about when setting up conditional logic forms.

Simplify the journey: Conditional logic helps design forms that adapt based on user responses. This makes the lead-generation process quicker and more engaging for users. So, make sure the questions you ask are simple and guide the user through the form.
Ask the right questions: By tailoring questions, you ensure relevance and make your leads feel understood. This increases the chances of them providing valuable information.
Focus on quality leads: This smart segregation means your team can concentrate on leads with the highest conversion potential by weeding out poorer quality leads, making your campaign more efficient and effective.

In the context of forms, here’s a simple example:

Let’s say you have a form that asks users if they are a new customer or an existing one. Depending on their response, you might want to show different sets of questions or options. This is where conditional logic comes into play.

If the user selects “New Customer,” the form could dynamically reveal questions related to their preferences or interests as a new customer.
If the user selects “Existing Customer,” the form might display questions about their satisfaction with previous products or services.

2. Seamlessly connect with your CRM for quick follow-up

Integrating your forms with a Customer Relationship Management (CRM) system ensures no lead is left behind.

Instant lead capture: When a lead fills out your form make sure to push their details directly into your CRM, setting the stage for a swift follow-up.
Have a plan: Before you launch, decide how you’ll nurture these leads. Whether it’s through targeted emails, a friendly call, or personalized offers, make sure you have a strategy that fits your audience and business style.
Follow up quickly: Remember, the sooner you reach out, the fresher your brand is in their minds. A quick follow-up can make all the difference in turning a lead into a customer.

Let’s consider a real estate agency that decides to run a Meta ad campaign to generate leads for potential homebuyers. They use Instant Forms to collect key information and integrate these forms with a CRM system. When a potential homebuyer fills out the form, their information is captured in the CRM system. This enables the agency to have a centralized and up-to-date repository of leads.

Based on the information gathered, the agency categorizes leads into different segments, such as first-time buyers, investors, or those interested in specific neighbourhoods, allowing for a personalized follow-up strategy. Understanding the importance of timing, the agency ensures a quick follow-up with leads. By staying in touch quickly and providing relevant information, the real estate agency increases the chances of converting leads into customers.

3. Entice with incentives and impress potential customers

Offering a little something extra can go a long way in encouraging people to complete your form.

Choose appealing incentives: Think about what your audience loves. Exclusive content, discounts, or early access to products can be great motivators.
Showcase your brand’s value: Use this opportunity to highlight what makes your brand special. An incentive isn’t just a gift; it’s a preview of the fantastic experience your brand offers.
Boost engagement: These incentives not only increase form completions but also create a positive first impression, setting the stage for a fruitful relationship with your potential customers.

Consider a subscription box service specializing in curated lifestyle products. To enhance their customer base, they decide to leverage Meta ads and Instant Forms, integrating incentives to entice potential subscribers. Knowing their audience appreciates exclusive content and unique products, they offer a limited-time discount on the first subscription box and promise early access to a special edition item for those who sign up.

After users complete the Instant Form, they receive a personalized email confirming their subscription and providing additional details about the upcoming box. The incentive isn’t just about a discount; it’s a sneak peek into the exceptional curation and personalized experience the subscription box service provides. The combination of appealing incentives and a showcase of brand value creates a positive first impression that resonates with potential subscribers.

Wrapping Up

In the three user case examples above, the fictional businesses strategically use Meta Instant Forms on Instagram and Facebook to enhance their lead generation efforts. The integration of conditional logic ensures a personalized experience, adapting to users’ responses seamlessly. Connecting forms with CRM systems streamlines lead management, preventing valuable leads from slipping through the cracks. And incorporating incentives, such as discounts or exclusive previews, not only increases form completions but also creates positive first impressions.

These are all compelling reasons to ensure Meta Instant Forms has a place in your digital marketing toolbox.

At Binary & Co we don’t just look at the things that drive sales. We look at the things that drive people. Understanding what motivates and drives people is what marketing is about and if you want your marketing to perform that’s where the real focus should be.

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