How To Generate Leads Using Facebook

What you need to know.

Social media interaction is on the very outskirts of relationship building with your audience. Just because they are liking, commenting and even sharing your content, it doesn’t mean they want to buy from you. Don’t get me wrong, social media is a great way to build up your reputation and to generate traffic to your website, but you need to remember that those likes don’t equal sales. To turn the likes into sales, you need to build upon these fragile relationships and turn them into something with real value, leads.

10 ways to help you generate leads using Facebook.

1. Post offer landing pages directly to Facebook.

One simple way to generate leads using Facebook is to post offer landing pages. When you share the link, make sure you have compelling imagery and text.

To ensure Facebook uses the right image and text from your landing page, you will first need to optimise the image size. Then you need to add the proper open graph tags to your page, you can find out more about this here.

Making it clear to the reader where you’re sending them. If the person is clicking into a blog post and them find yourself needing to fill out a form, this could get confusing and even frustrating. When posting it is good to make sure the link is taking them to post.Using phrasing will make life easier, phrases like ‘Read more here’ ‘Download here’ ‘Get your document here’ and so on.

2. Use your popular posts to indirectly generate leads.

Using your website analytics, you should be able to tell which blog posts are converting visitors to leads. Ideally when people click through to your blog, they will find a CTA (call to action) towards the start of the blog post. Identify which blogs are doing this the best, and then share the blog posts on Facebook.

When finding out which posts are working linking back to the website will help and create traffic to the website. Facebook post are most likely what got your audience attention, theses posts can be one-off posts or even a dedicated campaign that points the viewers back to your website or Facebook page. You can include a link a form with the post or direct the users to the landing page.

3. Include links with your image uploads.

Facebook posts with images see 2.3X more engagement than those without images. So make the most of this for lead generation by adding links to images you upload to Facebook.

It is smart to include images linking back to your website as it’s a great opportunity to get people going back to your website, it makes the experience more interesting as it gets the audience attention and keeps them engage to go further and interact with the site.

4. Use videos to promote landing pages.

Facebook’s organic reach has dropped to 52% so far in 2016 but its algorithm currently favours video. As a result, video posts achieve 135% greater organic reach than photo posts. So to increase the likelihood of traffic from Facebook to your landing pages, use video to promote it.
Everyone loves a video! It’s a good way to capture and keep your visitors attention, it drives more conversions this means it’s a powerful way to get your visitors to take action. It is an interesting way to get viewers and people talking about your landing pages and website.

5. Save time and use Facebook live videos.

Creating videos for the web can feel daunting, but you don’t need to achieve a highly polished finish. If you use Facebook Live you can produce video off the cuff and still encourage traffic to your lead generation landing pages.

Facebook Live allows users to broadcast from their mobile device, directly to their newsfeed. These videos are meant to be a little rough around the edges and designed to show your authenticity.

Remember we told you video achieve 135% greater organic reach than photo posts? Well Facebook Live videos achieve 10X more comments than regular videos. It’s a great situation to be in. You save time, increase your reach, increase your engagement AND generate lead traffic to your landing page.

TIP: As people discover your live video, make sure you repeat your CTA a few times so they can catch up.

6. Add a call-to-action button to your Facebook Page.

In 2014, Facebook added a CTA button at the top of Facebook pages. When you go to edit or add your CTA button you are given seven pre-made button options to choose from: “Sign Up,” “Shop Now,” “Contact Us,” “Book Now,” “Use App,” Watch Video,” and “Play Game”.

Choose the button most applicable to your action and link it to a page on your website. This button will then appear towards the top of your Facebook page. On desktop this will be on the bottom right of the cover, on mobile it will be underneath your cover on a separate row.

7. Pin your posts.

If you have a lead generation post, you can make it stand out from the rest of your posts by pinning it. Pinning a post on Facebook adds the post to the top of your Facebook page for 7 days, after that it will place the post back into date order. This is a great feature to add to your profile as it’s the first thing people see when on your profile. Important to add the most interesting post or something you want the viewers to see first, highlight some of your best content

8. Run a contest or giveaway.

This is an easy way to gather lead data from your followers because everybody loves a giveaway. As followers enter their entry data, you can gather names, email addresses and more. Running a contest or giveaway can also teach you a lot about your followers if you add questions about them as part of the entry process.

Running a contest or giveaway is not only fun and engaging but its also a great gift to marketers, they are pretty cost effective and the right way extend your social reach by a great manifold. Contest or giveaways help generate leads, engage your customers and increase your audience reach. It is also a nice jester to your clients/followers and further clients.

TIP: ensure your contest is legal by following the rules on Facebook’s page guidelines.

9. Run highly targeted ads.

To reach beyond your current followers, you can run a Facebook ad. One of the major advantages of Facebook advertising is its ability to be highly targeted. This is exactly what you need when you are trying to capture leads because you want them to be relevant leads.

There are three main types of Facebook adverts you can choose from. In most cases Boost Post or News Feed Ads are going to be the most relevant for your lead generation. You may choose to use the right-hand column ads though if you are carrying out retargeted lead generation.

Why? Research suggests that the CTR (click-through-rate) is a lot higher on Newsfeed Ads rather than the right-hand column ads. One researcher found that Newsfeed Ads were a massive 51 times more likely to generate clicks than identically targeted Display Ads on Facebook.

10. Run lead ads to speed up the process for mobile users.

In 2015 Facebook added “lead ads” which allow a user to sign up for lead-generating offers and content without leaving Facebook.

A mobile user would click on a lead ad and a form will open up. The form then auto-populates from the data Facebook holds on the user. This speeds up the sign up process dramatically and removes the friction often caused by form filling on mobile devices.

More Information.

Facebook leads are essentially promoted forms, these allow people to capture details from customers while offering opportunities to create brand awareness and connect outside the business. Offering an incentive is a good way to look at things, people are more willing to share their personal information with you if you are offering something in return.

Some of the popular incentive examples can be things such as:

1. Get deals and offers.
2. Running contests or giveaways.
3. Attend an event.
4. Receive product samples.
5. Pre-order products.

Make sure you are being clear about what you offer, being upfront so that people understand what they are signing up for. Also adding branding throughout the experience so there isn’t any ambiguity as to who people are sharing their information with people want to know where their information is going and what the person with the information is going to do with it.

Leading customers back customers to your main site, while using face to get leads and using that, it is important that you don’t forget to include a link back to the main site. Anything that you out on Facebook should contain details of your services and offers to the attention of the potential customer or your current followers/audience. The post should always include a link back to the main website, it is important to get people back to the site. Targeting the right audience is very important, your target audience should align with your lead ad’s.

Lead generation using Facebook is a great way to help your business as it helps you connect with more customers than any other platform. Applying smart strategies to get more leads for your business. You should posses adequate knowledge of using social media platforms such as Facebook to promote your business in different ways.

Conclusion.

Social media (Facebook) is a great way to connect with friends, share content easily, build brands and more. It’s a great way to generate leads. By following each of steps you should benefit from using Facebook and generate some leads.

The main benefit of these ads is that it allows you to gather actionable data on the target audience and build a custom audience whom you can target with your Facebook ads and achieve a higher conversion rate.

Thank you for reading this article, if you enjoyed this article, check out our other articles on how to avoid the hidden costs of social media or don’t make a hash of the hashtag.

If you need help to generate leads using Facebook or any other social media channel, then we would be more than happy to help.

Give us a call on 01536 560 435 or contact us on hello@wtbi.co