Facebook has just announced a new feature within their ad network that may just be a game changer for musicians like us. That is to say, musicians who understand that their success will directly correlate to the size of their mailing list.
The new feature allows advertisers (that’s you) to run ads with a “native lead capture flow” built into the ads themselves. There will be no need to click away to a third party site, or fill out any cumbersome forms (a real issue for mobile users). Just two clicks and you’ll have a new fan on your mailing list.
One can only imagine that this will also result in an increase in lead quality, as the email addresses passed on by Facebook will be the user’s Facebook address rather than some throwaway email address which many consumers dedicate to promotional content and newsletters.
Facebook’s ads will be able to auto-fill any of these pieces of information:
- Full Name
- Street Address
- Company Name
- Job Title
The feature has only been released to a small number of businesses while they go through a final round of beta testing. However development has been moving fast and it would seem likely that the feature will become more widely available soon. How soon is anyone’s guess.
A few legitimate points of concern…
1. Conversions Rates: Typically copy (the words you use on a landing page) is a major contributor to conversions. So with infinitely less digital real estate to work with, will a native lead capture form be as effective as taking people off site to your own landing page? It’s hard to say, and it’s something that will certainly require some testing. However, it’s hard to imagine that there won’t at least be some scenarios where the simpler process results in higher conversion rates, especially for more established acts who’s fan base will already be somewhat engaged.
3: Cost: If these ads do in fact lead to an increase in conversions they will be in high demand and it stands to reason that the price will go up. However if your conversion rate goes up your acquisition costs will go down. So presumably it will be a positive trade off that ultimately increases your bottom line. But only time will tell.
It’s too soon to say what impact this new feature will have on musicians. However with every new indie artist success story one thing becomes clear… the money is in the mailing list. So at the very least, this will be one more tool in your music marketing toolbox.
What do you think?
Is this a game changer for musicians, or will conversions suffer without the benefit of a more traditional squeeze page? I’d love to hear your thoughts in the comment section below.