By offering a free giveaway in exchange for an email address, we almost doubled our email list in 2 days. Instagram growth has been a nice indirect result of running small daily budget FB ads.
We've learned that providing value to our leads is our first priority. No one is going to care about our product if we don't establish a positive interaction up front by either 1.) becoming an authority for them on something they care about 2.) offering value tangibly (IE free giveaway) 3.) Asking questions and getting specific with their pains.