How to Generate Leads with Facebook for your Business
by Gemma Agnew
Facebook captures 10% of all internet visitors, with consumers spending on average 28 minutes on the site. What’s more, 50% of visitors prefer Facebook brand pages than company websites. The more visitors you get to your website, the more likely you are are to generate new leads and eventually paying customers. Stats like these however, have left many wondering if they should abandon their company website and just focus on their Facebook page. Focusing your main online attention on Facebook though, means relying on an entity you have no control over. With your website you own it, so you have total control over it. Don’t build your empire on property you don’t own. Instead, utilize Facebook to send traffic and leads to your website.
This guide will cover:
- The kind of content you should post on Facebook
- How to capture leads from Facebook
- How to start advertising on Facebook
- How to measure your Facebook Marketing Success
Content is KING on Facebook too
Content is your Facebook strategy. Without it, you can’t update your Facebook status, launch Facebook Ads or share information with fans. Use Facebook pages to answer your commonly asked questions or to provides tips and tricks through any of the following content types:
- Blogging: Blog content not only is an extremely successful method for engaging Facebook fans, it also has an excellent SEO impact on your website because Google loves it when businesses post regular, fresh content.
- Frequently Asked Questions: Every business has ten or more frequently asked questions. Rather than retyping the answers every time someone posts the question on your Facebook Page or asks you via email, list the answers on an easily accessible page on your website.
- Examples: Examples are a great way to connect with your audience. Whether this is a case study on how to use your product better, an inspirational example of how to be a more efficient cupcake baker, or a testimonial left on your website.
- Visuals: Research shows that people love and are drawn to, images, leading to higher click through rates and open rates than text alone.
- Videos: Videos are a rapidly growing marketing method and have the potential to hugely grow your audiences, shares and new leads.
- Quotes or Facts: Sometimes the simplest way to gather attention from your Facebook audience is to simply post a statistic or quote relevant to your industry. This kind of easy read quite often positively results in a Like, comment or share.
How to capture leads with Facebook
Firstly, what is a “lead” ? In general, a lead is anyone interested in your product or service who is also an authorised person to purchase it. It is not just a Facebook “Like” as a like isn’t necessarily from someone with an authority or the means to purchase. They must also have a “need” for your product or service. This is all why a “Lead” is so important.
To generate leads from Facebook you can do so in one of two ways:
- Direct Leads
- Indirect Leads
Direct leads: are generated by sharing content that links directly back to a form on your website where visitors can share information in exchange for an offer — whether that be an ebook, coupon, or so on. This form is housed on a landing page dedicated to that specific offer.
Indirect leads: are generated by using Facebook as an influencer on the path to conversion. For example, if you shared a blog post that had a call-to-action to a landing page at the bottom of the post, your initial Facebook share is helping ultimately direct visitors to that landing page.
Ways you can capture leads:
- Use “Call-to-Actions”: Page admins can select from a group of call-to-action buttons — like Shop Now or Sign Up — to add to the top of their Page.
- Include links in captions: From an analysis of 8,800 Facebook posts (from Hubspot) from B2B and B2C Facebook pages, it was revealed that photos received 53% more Facebook engagement. This highlights the importance of using visuals in your Facebook posts, however make sure to incorporate lead generating opportunities when appropriate by including links back to your website.
- Host a Webinar: Hosting webinars where visitors can come and receive valuable information is a great way to generate leads. You can create a custom events page for that webinar on your Facebook page which is a strategy that has a couple of advantages. One is that when you invite someone to an Event, they will then receive notification for popular activity on that Event page. A Facebook Event is also more visible than a standard Facebook post.
How to start Advertising on Facebook
Facebook advertising is similar to Google Advertising. You bid on a price you are willing to pay to have your ad shown and then you are charged either per “click” (ie. When someone clicks on your ad) or per “impression” or “Cost – per – mile (ie. For every 1000 users your Ad is shown to). Google advertising uses keywords in your Google searches to determine which ads to display. With Facebook ads, you bid on target demographics and keywords that appear in user profiles.
Checkout the infographic below for ‘Step by Step instructions on how to set up a Successful Facebook Ad’ :
Secondly, Strip the data to the most useful:
Facebook provides you with a huge amount of data. The following information can be deleted from your report for the purpose of this analysis:
- People Talking About This
- Page Stories
- New Likes and Unlikes
- Friends of Fans
- Engaged Users *Reach
- Logged-In Users
- Page Consumers
- Negative Feedback
You’re now left with three data points:
- Lifetime Total Likes,
- Daily Friends of Fans, and
- Daily Page Consumption.
This is the meat of your data; the figures that will help you understand how your content is performing on Facebook. Lifetime Total Likes tells you exactly how many people like your page, Daily Friends of Fans tells you how many friends of those total likes can be reached — your true total reach. And, Daily Page Consumption tells you the number of people (out of the possible number of people who could have been reached) that were actually reached.
Fine-Tune the Metrics you Need
Now that we’ve pin pointed the three main data points from that massive report, we should insert a new column next to your “Daily Friends of Fans” Column and call it “Total Daily Reach”. Place your mouse into the first column and type =SUM into the row. Next, click on the first data point in your “Daily Friends of Fans” column and insert a plus sign, and click the first data point in your “Lifetime Total Likes” column. Hit enter, and you will have the sum of those two metrics. Then highlight the sum, hit copy, and drag the corner of the box down to populate the entire column with data. You’ll see that Lifetime Total Likes and Daily Friends of Fans have now totalled to represent the Total Daily Reach your Facebook Page has — every single person who could possibly see your content.
Now we have two key insights:
1) The total number of people who could have possibly consumed your content, and
2) The actual number of people who consumed it.
Organise your Data
You can now get a full picture of what is going on by creating a visual representation of your two key metrics.
Now repeat these steps, but instead, highlight the “Date” column as well as the “Total Post Consumption” column. The resulting chart should be much more interesting, as it represents trends in how people are either increasingly or decreasingly clicking on and consuming the content you’re publishing to your Facebook page.
Lastly, Make Conclusions and keep Measuring
By taking the time to relate individual posts with their clicks, you can analyse which types of content perform well on your page. It allows you to cut out what isn’t working, and post more of what is working, helping you to spike up your engagement rate once more.
Now that you have this system in place, don’t just leave it at the one-time analysis. Assess your content strategy using Facebook Insights a consistent basis, whether that be daily, weekly, or monthly. And remember, more engagement with your Facebook content leads to better potential for traffic and leads from Facebook.
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