Article originally published on Search Engine Journal
By now, most advertisers are aware of the potential Facebook offers as a lead generation channel. Whether you’re a mom-and-pop retail store or a massive multinational conglomerate, chances are that the largest social network on the planet has a product that can help you.
This platform can identify and activate hand-raisers who are interested in doing business with you. And as the digital and privacy landscape has evolved, so have the lead generation offerings from Facebook.
Apple’s iOS 14 update in 2021 has made the traditional approach of sending traffic to your website to transact more difficult to track and attribute. Lead generation forms can fill the void by allowing audiences to submit their contact information directly within the Facebook or Instagram platform.
However, these leads (if not properly qualified) can be of poor quality.
Messenger now offers lightweight chatbots and can capture the same type of leads you would through a form, but through Facebook and Instagram’s native conversational tools. But there is one lead generation method that Facebook has been quietly improving over the past year – a method with the potential to supplement your existing lead generation strategy conveniently.
Sure, driving phone calls may not be the most digitally sexy way to put would-be customers in contact with your business. But, maximizing the impact of your lead generation efforts means giving your audience several options to contact you, phone included.