We all know that Facebook is one of the most powerful social media marketing channels on the planet. As many other HVAC contractors have discovered, it’s also a great way to generate leads for your HVAC company. How do you get started? First, you need to set up an account and create some ads. This post will go into more detail about how to set up your first ad campaign on Facebook, as well as provide tips and tactics that will help you be successful with it!
But First, What Are Facebook Lead Ads?
Facebook lead ads are a great way to capture leads. How do they work? You simply create an ad that offers something of value in exchange for your prospects’ contact information (such as their email address). Once someone clicks on the link, it will take them off Facebook and land them on a ‘Thank You’ page where they can enter their information.
Facebook lead ads help you convert more customers into leads and provide you with contact information so that it’s easy for them to get in touch with the person who gave their information.
To help you get started, here are a few essential tips that can help create Facebook lead ads that convert.
Offer Incentives To Entice Them
Aside from having a targeted ad, offer incentives that will entice your audience. How are you going to get HVAC leads using Facebook ads if no one responds? You must have an enticing offer in order for them to take action and give their information out. This could be coupons for discounts or some free information. Offering incentives is a great way to get leads.
There are also some other things you can do with your ad, aside from offering incentives. How about adding testimonials to the image? You could even ask for their email address in exchange for more valuable information about HVAC that will surely interest them. If they find your offer exciting and beneficial enough, they might just give out their email address.
Be Clear And Precise About Your Offer
In making your Facebook ad, you need to have a clear and precise point about your offer. Make your promised value of deliverables clear directly at the beginning so that customers know precisely what they’re getting into. For your promotional content, Facebook suggests you include an introduction and opening your form, although it is not required. Also, make sure your brand is included throughout to prevent any confusion about who people are passing their information to.
When designing your ad, consider customizing it to generate the maximum possible conversions. Your ads could be a bit more effective if you further customize them for each target audience segment that they are displayed in front of. You can also add images showing something that is relevant to the user’s interests. Primarily, make sure they are relevant to what HVAC services you provide.
Utilize Compelling Content And Formats in Your HVAC Facebook Ads
How you write your HVAC ad is crucial and should be the foundation of any successful Facebook campaign.
First, use a headline that gets attention and creates interest in what’s to come. How-to posts are ideal for HVAC companies as they give readers helpful information while introducing their product or service without directly selling it at first glance.
Next, incorporate a catchy subheading and body copy that reinforces the points made in your headline. Length is not necessary here – it’s more about presenting value to readers while still making them curious for more information. How-to articles are great as they give users helpful tips and tricks while promoting different HVAC products without sounding too pushy.
Then, include a call-to-action that prompts readers to take the next step in your sales funnel or contact you for more information. Lastly, use visuals like bolded text and relevant images to highlight your points.
A Simple Contact Form Works Best
A contact form is a great way to capture leads on your ads. A simple contact form helps leads reach you with ease. Not every lead will be a qualified HVAC service lead, so having a simple contact form is essential to filter out those who are not looking for your services or are willing to give their information in exchange for some free content. Having too many fields on the contact form may also deter consumers from filling it up and providing you with a low-quality lead. A simple contact form should have the name, email, and phone number fields.
Focus In On The Best Questions
You can utilize custom questions on your contact forms. In deciding what questions to ask, you should determine what information you need and ask precisely that. It would help if you are not asking for the same data twice since doing so will only waste your time as well as the prospects or customers.
Customize your questions so you can get the information you need to create a lead. Don’t be afraid of long forms; just break them up into sections and include simple progress bars or indicators. This way, your HVAC prospects will understand that they are not expected to fill out the forms in one sitting.
When you have a good idea of what information your contacts need or want, start asking for it! Customize each question based on its purpose and priority, and you’ll get better HVAC leads in no time!
Focus In Your Best Audience
Get the most out of your HVAC business ad campaigns by targeting the right audience. How do you get started? How can you make sure your ads reach the right people, not just anybody who has an internet connection?
The first step is to determine what kind of customers are most likely going to need heating or air conditioning services on a regular basis. This means thinking about when those potential clients will be looking for someone like you to help them.
You can use Facebook Audience Insights tool to discover and target customers based on their age, gender, location, language, relationship status, or education level. The information is valuable because it helps you make sure your ad reaches an audience of people that are already in need of heating and air conditioning services now or sometime soon.
Know And Consider What Your Customers Want
When creating your ad, you should always be thinking about your customer. How do they want to feel? How can you make them have that feeling by clicking on the ad and visiting your website? During your ad creation, consider if it will resonate with this type of person. Will a picture of smiling faces help convey what customers are looking for, or does showing someone staring at their furnace provide a better sense of what they need? How you choose to represent your customer is vital to get better leads for your company.
Make Your Page More Interactive
Though not directly tied to your ads, more interactive Facebook business page helps to increase your reach and engagement. That is why many businesses choose to add Facebook “like” or “share” buttons on their websites so that visitors can share content with friends directly from the webpage. It would be best to consider adding polls and surveys and a contact form for users who want to get in touch with you about HVAC needs. Most of the time, customers visit your page when seeing your ads. They want to know more about you and your company, so make it easy for them. Having an interactive page helps to build trust and a connection with your potential customers.
Plan To Follow-up On Your Leads
Another essential thing you should do is create a plan for how you’ll follow up on your leads. There is no point in focusing your marketing strategy for lead generation on Facebook advertising if you are not going work towards selling those leads. It is recommended to follow up on your leads by sending them a personal email, SMS message or calling them. Suppose you plan on following up with an email. In that case, it is recommended to create the template beforehand and then use the custom audiences feature that we mentioned earlier in this post to send a targeted message. A good amount of time for follow-up emails would be three days after someone submitted their information, so they don’t forget about it. Following up on leads shows that you are interested in selling them something, and it will also make you appear more reliable to your potential customers.
Test And Optimize Your Ads
After a few campaigns have been run with Facebook ads, it’s time to check the results. How many leads did you get? How much money can you attribute to each ad set? How costly were your ads per lead or customer acquisition (CAC)? You need this data for continued optimization of both bid and creative assets. If an ad set isn’t getting any conversions or enough leads, you can lower the bid to a more profitable amount. If an ad set is over-performing and bringing in lots of potential customers — but it costs too much per lead — then there are usually two options: raise your bids (if you have room) or add another ad with similar targeting.
These are some tips and strategies to help you get more HVAC leads for your company through Facebook Ads. Start optimizing your campaign today!