Leveraging Facebook Lead Ads for Enhanced Customer Engagement in eCommerce Businesses

The customers in this case study are four eCommerce businesses from different industries. Cave Tools is a company that crafts barbeque and cooking tools. Fortified Bicycle is a company that manufactures theft-proof bicycles. Taylor and Hart is a company that specializes in custom engagement rings. eSight Eyewear is a company with a noble goal of bringing vision to the visually impaired. All these companies were looking for a solution to connect with their customers more effectively and manage their data more efficiently.

For any business, identifying and engaging the right audience on social media platforms is a complex task. The challenge is not just to find the audience but also to persuade them to visit the website, make a purchase, or sign up for a newsletter. The situation becomes even more complicated when the data collected from different campaigns live in separate systems. This fragmentation of data leads to a decrease in productivity and an increase in the chances of duplicate information in the Customer Relationship Management (CRM) system. Four eCommerce businesses were facing these challenges and were looking for a solution that could help them connect with their customers more effectively and manage their data more efficiently.

The eCommerce businesses found a solution in Facebook Lead Ads and Zapier, an app automation tool. Facebook Lead Ads allowed them to advertise to people already interested in their products or services, while Zapier helped them automate the process of keeping in touch with new customers. For instance, Cave Tools, a company crafting barbeque and cooking tools, used Zapier to automate their Facebook Lead Ads. As new leads came in from Facebook, Zapier added those leads as new contacts in their email marketing software, ActiveCampaign. Similarly, Fortified Bicycle used Zapier to send a text message to potential customers who entered their phone number. Taylor and Hart, a custom engagement ring company, used Zapier to bring new leads from Facebook into Salesforce and create opportunities. eSight Eyewear, a company aiming to bring vision to the visually impaired, used Facebook Lead Ads to find people they could help and used Zapier to funnel their new leads into Salesforce and create new contact records.

• The operational results for these eCommerce businesses were significant. Cave Tools was able to implement a targeted, intelligent marketing strategy by integrating Facebook Lead Ads with their email marketing software. Fortified Bicycle was able to engage potential customers instantly by sending them a text message as soon as they entered their phone number. Taylor and Hart were able to manage customer contact more efficiently by automating the process of bringing new leads from Facebook into Salesforce and creating opportunities. eSight Eyewear was able to follow up properly with everything from a consultation to a demo by funneling their new leads into Salesforce and creating new contact records. All these operational results contributed to improved customer engagement and more efficient data management.

• Cave Tools found Zapier to be a 'set-it-and-forget-it' timesaver, implying significant time savings.

• Fortified Bicycle experienced high engagement with most people responding back to their text messages.

• Taylor and Hart were able to automate the management of customer contact and track the progress of leads through different stages of ring customization.