You’ve decided to start running Lead generation ads on either Facebook or Instagram. You’re finally ready to begin investing in advertisements to gain more business leads. But, before you proceed further: do any of the following apply to your company?
Do you run a small business and have the intention of advertising while avoiding extra expenses? Are there questions circling around whether starting a social media marketing campaign requires you to have a website?
If any of the mentioned questions apply to your situation, be rest assured that you don’t need a website to start advertising. It might help to consider your options before deciding which of the following ways to gain business enquiries is right for you.
Can You Run Lead Generation Ads Without a Website?
Thanks to the eligible Meta campaigns, the answer is yes. The customers involved can either send you a message or fill in an instant form. Consider the following examples:
• A local salon can advertise their special service and request the customers’ data to set up an appointment.
• A coaching center can gather the parents’ information who are willing to register their children for the center’s programs
• A home renovation company can invite the clients to provide their requirements to reach an agreement on the renovation works
As you can see, you can get leads without directing your audience to your website. However, it is necessary to know what you offer and how to deal with the leads you receive.
Here are three primary options you have when it comes to lead generation without a website.
1. Use an Instant Lead Form
An instant lead form enables people to provide their information while staying within the platform. In the form, you can request their data: name, desired contact method, address, service needed, etc. But it is crucial that you only ask for the information you need and state why you need it. Here is an idea:
When a renovation company asks whether the potential client wants their kitchen, bathroom, or whole house renovated, it can provide the customer with an easy selection of options. That way, it spares the client from giving details the company does not need. Remember to make the form short to save the customers from extra efforts.
2. Ask Them to Send You a Message
If some of your clients prefer discussing their requirements before submitting their data, consider launching a meta messaging campaign
Such people might have questions and concerns before leaving their personal information. For instance, some clients might want to inquire about the price range and time needed for the project before submitting their data or scheduling. In this case, messaging gives them a chance to ask, and thus, saves you the hassle of providing them with all the information the advertisement did not mention. However, you must also bear in mind that you will have to answer inquiries when you are not online.
3. Make a Landing Page
A landing page is a webpage offering the customers a brief description of your services along with other contact options. Here is what it might contain:
• Your service description
• What the service entails and its benefits
• Why you rather than your competitors should provide the service
• Testimonials, if you have any
• Frequently asked questions
• The way to submit an inquiry or contact you
This method is suitable for the cases requiring the customer to know more before contacting you.
Moreover, the guidelines set by Meta can help you find other lead generation options
The mentioned website can provide you with examples of lead-generation campaigns, including instant forms and lead forms on a website.
What Are the Pros and Cons of Lead Generation Methods With and Without a Website?
As we have already seen, there are multiple ways to gain leads: with and without a website. But, which one is better for a small business?
The table below can clarify the advantages and disadvantages the methods offer.
| Without a website | With a website |
|---|---|
| Getting started Easier: you do not need to build a website or landing page | Getting started Harder: you will need a website or a landing page |
| Customer experience Might leave the customer within the social media platform | Customer experience Offers more flexibility |
| Offering detailed services Might be limiting | Offering detailed services Might be helpful |
| Organic visibility Hard to appear in search results | Organic visibility Might be helpful |
| Tracking Might depend on the tools you choose | Tracking Might be helpful |
| Trust Might depend on your reputation | Trust Might boost your credibility |
| Maintenance Might be easier | Maintenance Might require regular maintenance |
As you can see, both options offer benefits and drawbacks. If the customer only needs to fill out a form, it is more likely that he will do it than go to your website and leave his information. However, if the customer has a question regarding your service, the website offers more flexibility. Moreover, the website helps you gain organic traffic.
Now that you have a better understanding of the options, you might realize that what suits you better depends not only on the services you offer but also on the kind of clients you serve.
When considering whether a website is necessary before you advertise your service or product, ask yourself:
Do your customers want to compare, research, and thoroughly inquire before making any decisions? Do they need to know more about the specific details, case studies, and general information about your business?
If your answer is affirmative to any of the questions above, invest in a website. For example, when a real estate company advertises an apartment, the potential buyer usually wants to know about the apartment’s layout, extras, location, and conditions. Similarly, when B2B companies run advertisements, the buyers might need more information before making any decision. Thus, the website can be an excellent option when the customers need to research and compare the offers before getting in touch with the company. It provides them with more flexibility.
When it comes to SEO, the relationship between SEO and advertisements can differ depending on your offer. Whereas the ads give you an excellent opportunity to test your offer and gain valuable insight on your target audience, SEO helps your website rank higher in the search engine results pages. For example, you can launch a campaign for a pest control company while boosting your website’s SEO by publishing helpful articles and pages concerning the most common pests, their impact, and how your company can help. That way, those searching for a pest control company now have information that can help them make a decision on which service to choose.
An SEO Company in Chennai can help you make the best choice on how to optimize your website without neglecting your ad campaign. SEO in Chennai can assist your business in appearing in the search results so that more of your target audience can see your website. That way, both SEO and the ad campaign contribute to the lead generation while targeting the same audience.
When considering Digital Marketing in Chennai, it is essential to know that the focus should be on the customers rather than on a website or advertisements. SME Digital can address the issues by taking into account not only the offer but also the audience and the lead generation and marketing campaign process rather than following one-size-fits-all rules when it comes to marketing.
How Can I Run a Lead Generation Campaign Without a Website?
If you want to test your offer, you can do the following:
- Know whom you want to target and advertise to. First, identify your audience.
- Pick an offer. For instance, you can propose a free consultation or a quotation.
- Decide on the way to get inquiries. Choose between an instant form and messaging.
- Create a compelling advertisement. Make sure to explain your offer.
- Shorten the forms and conversations. Do not ask for irrelevant information.
- Follow up. Keep track of the leads and answer their questions.
- Evaluate your results. Assess how much it costs you to gain one lead and turn it into a customer.
With these seven easy steps, you can have a lead-generating campaign that helps you test the offer before you spend a lot of money on a website.
However, when you start creating your advertisement, there are several mistakes you should avoid:
| Mistakes | Reasons |
|---|---|
| Asking for too much information | The clients will not want to fill in the form. |
| Promoting an unclear offer | The customers will not be able to understand what you offer. |
| Trying to collect all leads possible | Just remember there are leads who are irrelevant to your business. |
| Neglecting the privacy regulations | The customers should know how you will use their data. |
| Failing to follow up | An advertisement can bring you a lead, but it is your job to turn into a customer. |
| Building a website without any specific purpose | A website can provide you with more flexibility, but it will have one if you know what you want to achieve with it. |
FAQ
Can I run Facebook ads without a website?
Yes, you can. You can use either an instant form or a messaging destination for potential customers.
Can I use Instagram ads to generate leads without a website?
You can. You can either direct the customers to a lead destination or use a messaging destination to gain leads.
Is a landing page better than an instant form?
It depends on your offer and the audience you are targeting. If the instant form allows the customer to choose an option rather than typing it in, it can make the process faster. On the other hand, a landing page offers more space to convince the customer to get in touch with you. You can test the two options and choose the one that performs better when you have leads to spare.
Should a small business build a website before running advertisements?
No, it should not. You can start running advertisements on social media with either an instant form or via messaging. You can build a website when the customer begins asking for more information and when you need more flexibility when promoting your service. The website will also help you gain organic traffic.
What should I track if I do not have a website?
Track the number of leads and qualified leads, response rate, scheduling and sales, advertising costs, and so forth. Keep in mind that the leads you gain from an ad campaign can help you see what changes you should make to your offer or advertisement.
