After Facebook ‘s introduction of Leads Ads, more and more industry experts are saying that these may represent a real revolution, ready to oust the much-used landing pages. Certainly after the advent of this solution proposed by the Silicon Valley giant, the way of doing lead generation could change radically. Everyone who is or has been involved in web marketing knows the importance of user data and the relative difficulty in obtaining it.
As of today all this may be at a turning point, since the advent of Leads Ads all user data will be available to us with a few simple steps. The first is an “easy” click on the “agree” button, which is immediately followed by another on the “Submit” button. By means of this new way of marketing with social, introduced by Facebook, advertisers will be able to collect numerous information such as: email, name, address, city etc. etc. All this will be done without inducing people to fill out the much hated contact forms, thus initiating a completely easy profiling mechanism without user involvement. This is where the revolution comes from, in fact all web marketers, will no longer have to think about campaigns that draw users to specific landing pages, hoping that the form will be filled. Without neglecting that from mobile this concept is elevated to the nth power, just think about how very often, it is difficult to fill in the fields through our smartphone. This new opportunity, first of all, does not redirect the user to another site (perhaps not mobile friendly) but allows us to get the information we want, simply by clicking two buttons. However, let’s try to understand better what Leads Ads will do: specifically, they will capture information that the user has already previously communicated to Facebook, such as the email address. An instant and simple way, since the fields will already be automatically filled with the information taken from the profile.
They may supplant Landing but Lead Ads also have bugs
It is precisely this feature (obtaining information without a form) that prompts the argument about the end of an era: that of landing pages. Let’s face it very often these have been a real weak point in an online marketing campaign, perhaps because they are slow to load or too pushy or because they are loaded with information. After all you know nobody and I repeat nobody likes to fill out forms. Be warned, however, not all that glitters is gold, even Lead Ads may have difficulties. For example, not everyone who has registered on the famous Social has used the email they usually use; given that this new chance offered by Facebook focuses everything on simplicity, this could be a limitation in terms of personalization with consequent damage to big brands that make branding their strong point. Let’s also not forget that while it is true that it is very difficult to get people to fill out a form, however, when this happens it is certainly because the user is really interested, so the conversion rate will be definitely higher than a simple click. The medium could be very powerful, even the doubts are still many, we will see in the long run if it will be more advantages or disadvantages, after all you know in the web you always “experiment”.
