Most marketers today, recognize the value of Facebook as an important business tool regardless of company size or industry. With 2.01 billion active monthly users, 1.13 billion daily active users and 1.03 billion users active on mobile alone, Facebook offers a seductive path for reaching new audiences.
Facebook can also help you create a community around your brand, raise your ranking results on search, promote your branded content, and bolster your brand awareness and recognition.
All businesses need a flow of new leads to stay viable, so attracting new leads that convert into paying customers is one of marketing’s primary deliverables. Despite Facebook’s promise, however, only around half of marketers are tapping into that vast user base to generate leads from Facebook.
Marketers need to revisit their strategy and step up their game when it comes to generating leads from Facebook.
Not All Leads Are Equal
A lead can be defined as a person who has indicated interest in your company's product or service by giving you their information in some way. People can demonstrate their interest in several ways, from filling out a form to download an eBook, subscribing to a mailing list, requesting a demo, or completing an online poll or survey.
However, simply ‘Liking’ a status update, photo, or video on your Page doesn't qualify as a lead. That action doesn't indicate interest in your company or product, it's possible they just ‘Liked’ your post because it appealed to them.
On Facebook, you can generate two types of leads: direct leads and indirect leads.
- Direct Leads:
Generated by sharing content that links directly back to a form on your website where visitors can share information in exchange for an offer such as an eBook, coupon, infographic, or any content item. This form is housed on a dedicated landing page.
- Indirect Leads:
Generated by using Facebook in the lead conversion process by sharing a blog post with a call-to-action to a landing page at the bottom of the post.
While directly promoting landing pages is an instant gratifier for lead generation, providing content without a form makes your Facebook presence a friendlier space for content that your followers will want to return to.
5 Facebook Lead Generating Posts
1. Post Landing Pages For Offers Directly To Facebook.
Simply direct viewers to a landing page with a lead-generating offer. Ensure your offer contains a compelling featured image that's getting pulled into the Facebook post. To ensure Facebook pulls the correct image from your blog post into your Facebook post, you'll need to optimize the image size for Facebook and add open graph tags to your website. You should also ensure it's clear to the viewer where you are sending them to avoid confusion or frustration.
2. Post Blog Content That Stimulates The Most Leads.
Another way of generating leads from your branded content is to select the blog posts generating the most leads and post these ones to Facebook. The topic and title of the blog post will intrigue your audience to click and read, and then they should discover a CTA embedded within that post, preferably early in the post near the introduction.
Your CTA should either be a solution to a problem your readers are experiencing or inform your readers on a topic they are interested in. Many social media managers have found they stimulate more Facebook leads by posting blog posts with anchor text CTAs integrated into the introduction. If you aren't using anchor text CTAs yet, consider adopting them.
3. Embed Links To Landing Pages In Your Image Captions.
Most marketers buy into employing arresting images and videos as a key component of their Facebook strategy. Typically, Facebook posts with images deliver 2.3 times the engagement levels of posts without images.
To transform higher engagement into lead generation opportunities include links to your website in your image descriptions, particularly your profile picture and cover photo descriptions.
Links are always opportunities for interested readers to get to know your brandbetter, and the descriptions of your profile picture and cover photo represent prime marketing real estate. Always shorten your links and include UTM codes so you can track clicks on them.
4. Promote Your Facebook Lead Generation Offers With Videos
In 2016, Facebook's organic reach has declined to 52 percent due to tweaks to Facebook's algorithm to help mitigate the increasing content volumes on its platform. However, videos remain an exception. Facebook's algorithm contains a bias for video content consequently video posts enjoy 135 percent greater organic reach than do simple image posts.
If you are looking to increase your lead generation campaigns on Facebook, start incorporating videos to introduce and promote your lead-generating content, whether they are offers, subscriptions, courses, events, or surveys.
Add a verbal CTA to the video to "register" or "download," early in the video and at the very end to complement your text CTA in the video's description.
5) Use Facebook Live Videos To Remind People To Register.
Videos can be time-intensive to create. However, you don't always have to devote the time and resources to creating a seamlessly scripted and edited marketing video to leverage the power of video on Facebook.
Facebook Live is Facebook's live video platform that allows anyone to broadcast live videos from their mobile device straight to their Facebook News Feed. These live videos are intended to be a more spontaneous than standard marketing videos and that is what makes live videos so special. Indeed, Facebook Live stats show people comment 10 times more on Facebook Live videos than on regular videos.
So, stimulate a conversation about your lead generation offers by creating a live video to help promote them. Consider hosting an open Q&A on live video where you actually interact with Facebook users live on camera.
Again, add a verbal CTA to the video in addition to your text CTA. In a live video, you should repeat your CTA to cater for viewers joining part way through the broadcast. You can also add a text CTA in the video's description.
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Facebook is an important business tool for marketers, regardless of company size or industry. Used effectively, the Facebook platform offers an opportunity to generate leads as well as extending your brand’s reach, engage your community and boost your brand awareness and recognition.
Remember, Facebook continues to evolve and change. While the ideas above represent a strong starting point, long-term success demands you constantly test your strategy against your own audience.