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Learn new skills to build your brand or business

Helping people throughout the customer journey

  • By Meta Blueprint
  • Published: Jul 14, 2022
  • Duration 5m
  • Difficulty Intermediate
  • Rating
    Average rating: 0 No reviews

This lesson prepares learners to create an effective lead generation campaign, across Meta technologies, by supporting and nurturing leads throughout the customer journey.

This lesson prepares you to:

Create an effective ad campaign with lead generation solutions and help potential customers along the customer journey with Meta technologies.

Understanding the shopper journey

People today move from discovery to purchase in a variety of ways, and may encounter different needs along the way. Your business can use lead generation solutions to help meet those needs and support customers at every stage of the shopper journey on Meta technologies.

Use the hotspots to learn more.

Dart: generating leads across the shopper journey

Let's look at an example of an auto rental company that leveraged lead generation solutions to engage with customers at each stage of the shopper journey: discovery, consideration, purchase and loyalty.


Dart is a rapidly growing auto rental start-up in South Asia. Dart offers a simplified line-up of vehicles in a small number of locations.

The team at Dart wanted to build on its market position for hybrid and electric rental cars in South Asia by improving the quality of leads generated across Meta technologies.


Disclaimer: Dart is a fictitious business designed by Meta Creative Shop. Any similarities to content produced by real-life businesses aren't intentional.

Discovery

The marketing team initially leveraged lead ads with an Instant Form to drive interest in the brand and to generate large numbers of leads. The leads were then transferred to their call centre to qualify every lead and book reservations.

Consideration

Working with partners, the marketing team at Dart was able to optimise its ads for qualified leads and incorporate the Conversions API, connecting it to CRM information in Meta Ads Manager. This allowed the team to follow up with potential customers to let them know what to expect with a reservation.

Purchase

Ads Manager's machine learning, based on improved insights into customer activity from Dart, enabled Dart to reach qualified audiences to book a reservation and allowed the company to make its customer acquisition budget more cost-efficient.

Loyalty

Once a customer had booked a reservation, the team at Dart encouraged people to sign up for their newsletter. The Dart newsletter offers a way to retain customer loyalty, helping customers stay up to date on the latest deals and promotions.

Ultimately, the marketing team at Dart was able to use lead generation solutions to reach customers at every stage along the customer journey to create a successful campaign and increase the quality of their leads.

Recommendations and next steps

Now that you have an understanding of the lead generation solutions across Meta technologies, consider the following recommendations to get started improving your lead generation strategy.

Expand the headers to learn more.

Knowledge check

Pacific Moon is a university. Their marketing team wants to explore ways to nurture leads throughout each stage of the customer journey. You must help their team better understand how to set up their campaign using lead generation solutions and optimisations across Meta technologies.


Which ad format can encourage consideration?

Choose three correct answers.

Disclaimer: Pacific Moon is a fictitious business designed by Meta Creative Shop. Any similarities to content produced by real-life businesses aren't intentional.

Key takeaways

You can leverage more than one lead generation solutions to engage with customers at every stage of their shopper journey across Meta technologies.



If you only use lead generation for one part of the purchase funnel, consider testing lead generation solutions to support other parts of the customer journey.

Looking for more help? Try these resources.