\n

Facebook Lead Ads – Game Changer?

by John Oszajca on June 29, 2015

Facebook Lead Ads

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
  • Email
  • Street Address
  • Phone
  • Zip
  • City
  • State
  • Country
  • 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.

2. Privacy: Certainly any feature that passes private information raises a number of privacy concerns. In an effort to protect users Facebook won’t just hand over the info the moment someone clicks on a subscribe button. Instead, users will have an opportunity to review the information that is being passed on and make edits before finalizing the submission. Additionally, users will see a privacy policy within the ad, and advertisers will be prohibited from selling the information to any third party.

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.

12 comments

In this quick video I’ll show you how to schedule Facebook posts and Twitter tweets, for FREE, without any third party software or apps.

I imagine that many are already familiar with how to do this on Facebook, but scheduling Tweets on Twitter has been more of a mystery, until now :-)

As always, I love hearing from you. If you have any questions or feedback, please leave them below. Cheers!

14 comments

The Most Important Tool In My Music Marketing Toolbox (NEW FEATURE).

April 13, 2015

I’ve said it before and I’ll say it again… The most important tool in my music marketing toolbox is my email management client. Your email list is your primary asset as a professional musician. You can have dozens of amazing songs up your sleeve, but sadly those songs won’t do much without an audience you […]

Read the full article →

How to Land A Sponsorship For Your Band – Podcast Episode # 17

February 18, 2015

In episode #17 of the Music Marketing Manifesto Podcast we are joined by James Book of Top Secret Productions to talk about sponsorships. What they are, how they work, and the best way to go about trying to secure one for your band or music. James Book is the former bassist of the gold selling […]

Read the full article →

Spotify: Helping Or Hurting Independent Artists?

December 11, 2014

A few weeks ago I posted something on the MMM Facebook page about the Fact that Taylor Swift recently pulled her entire catalog from Spotify. She was quoted as saying “I’m not wiling to contribute my life’s work to an experiment that I don’t feel fairly compensates the writers, producers, artists, and creators of this […]

Read the full article →

Here’s How You Release The Number #1 Blues Album In America

October 15, 2014

Over the last few months I’ve had the pleasure of working as the marketing director for blues artist Janiva Magness‘ newly formed indie label, Fat Head Records. The label’s first release debut at #5 on Billboard’s Blues Chart and has held the #1 spot on blues radio for much of this summer. In the latest […]

Read the full article →