Getting the most out of your Meta Instant Forms Campaign

To ensure you get the best results from your investment, we’ve compiled some essential tips and strategies to optimise your follow-up processes and maximise engagement. By implementing these best practices, you’ll convert more leads and achieve better outcomes.

1. Respond to Leads Quickly

Why it Matters: Leads generated through Meta’s Instant Forms are most engaged when they’ve just submitted their information. A fast response can make the difference between a conversion and a missed opportunity.

As standard we create an automation that puts the leads details into a google sheet, for you to start the follow up process. If you’d like us to connect to any existing CRM systems, please let us know as soon as possible.

Action Steps:

• Set up automatic notifications for new form submissions. For example, use Make or  Zapier to create a workflow that sends an email or SMS alert to you every time a new form is completed.
• Aim to contact leads instantly, or within 15 minutes of receiving their details. Use automations to make this work easier (further detail below).
• Use tools like HubSpot or Airtable to manage and track follow-ups. If you don’t have the budget or time to set these up, use our simple lead tracker google sheet.  

2. Personalise Your Follow-Ups

Why it Matters: Personalised communication builds trust and makes potential customers feel valued and more likely to engage.

Action Steps:

• Use the lead’s name and reference any specific details they provided in the form or qualification questions .
• Segment your leads based on interests or responses to tailor your messaging i.e. if they have already completed an application Vs if they haven’t yet.
• Implement an email sequence that begins with a warm introduction and progresses to more detailed information about your offerings - we’d recommend at least 3x touchpoints without response before closing a lead. If you’ve not done this before, please feel free to use our EA Intro Programme email templates as a guide - editing them to fit your specific needs.
• Automated follow up emails and SMS messages can be achieved through Mailchimp or Brevo

3. Use Multi-channel Engagement

Why it Matters: Some leads prefer different platforms for communication. Engaging them on their preferred channels increases the likelihood of conversion.

Action Steps:

• Combine email, phone calls, and Meta messaging (e.g., Facebook Messenger) for follow-ups. As standard we set the forms to open a messenger chat on completion, and have an optional mobile number field so people can share this information if they’re comfortable being contacted via this method.
• Encourage leads to connect with your business’s social pages on Facebook and Instagram. On Facebook anyone who engages with an ad (likes or comments) can be invited to like your page for free.
• If your campaign is set to run for over 2 weeks, consider allocating some budget to use retargeting ads to stay top-of-mind and nudge those who have expressed an interest to register to do so.
• Continue to do all of your usual marketing activities on-top of this campaign - don’t stop or neglect the activities that have been working for you as you have this running, the campaign will perform better the more organic work you are doing at the same time.

4. Optimise Your Meta Profiles

Why it Matters: Leads often visit your Meta profiles to learn more about your business. A professional, engaging presence can reinforce their interest.

Action Steps:

• Ensure your profiles are complete with up-to-date contact details, high-quality visuals, and a compelling bio. Also add a link, or instructions, to join your programme here. 
• Pin important posts that highlight your key offerings or testimonials i.e. what the campaign is advertising.
• Regularly post engaging content to maintain an active and credible presence.

5. Even if they don’t act now, don’t give up

Why it Matters: Persistence (without being pushy) helps you nurture leads who aren’t ready to convert immediately. People who show interest by completing a meta form may not be ready to join ‘right now’ but are good options for future cohorts.

Action Steps:

• Use a CRM system to keep track of lead interactions who didn’t go on to apply for the programme.
• Re-engage cold leads periodically with updates on different programmes / future cohorts.
• Add leads generated to your regular communications lists i.e. newsletters.

6. Analyse and Iterate

Why it Matters: Tracking the performance of your follow-up efforts helps you refine your approach for better results.

Action Steps:

• Monitor open and click-through rates for your emails.
• Track responses and conversions from different communication channels.
• Identify common objections and address them proactively in future communications.

7. Leverage Testimonials and Social Proof

Why it Matters: Positive reviews and testimonials build credibility and encourage leads to trust your organisation.

Action Steps:

• Share success stories and customer testimonials during follow-ups.
• Highlight social proof, such as the number of people who have engaged and completed programmes and the impact it’s had on their lives.
• Encourage happy clients to leave reviews on your Meta pages, for example at the end of a programme. If possible capture video testimonials as these can be used for advertisements in future campaigns.

9. Measure ROI

Why it Matters: Understanding the return on investment (ROI) helps you make informed decisions about future campaigns.

Action Steps:

• Track the journey of each lead from form submission to conversion and course participation.
• Calculate the revenue generated compared to ad spend.
• Use these insights to refine both your future ad strategy and follow-up process.

Final Thoughts

Your Meta ad campaign is only as effective as the follow-up process. By responding quickly, personalising interactions, engaging across channels, and consistently analyzing your performance, you can unlock the full potential of your campaigns.

If you have any questions or need further support, don’t hesitate to contact us. Let’s work together to achieve outstanding results!