Don’t only think of Facebook as a place for family members and friends to share vacation photos and selfies. With the largest user base of any social network (~1.1 billion), Facebook is also ideal for delivering messages to business audiences and generating leads.
Think Social Content with Personality
Facebook LeadGen: Think creative. Think fun. Think entertaining.
- Humanize your brand – people want to see the human side of your business. They want to have fun and be distracted for a few moments.
- Eye catching visuals – turn your creative team loose and come up with outrageous, eye-catching visuals.
- Compelling messages – if you’ve done your positioning homework, use it here to develop messaging that is engaging and compelling.
- A clear Call to Action – Make it easy for people to take the next step.
Leveraging Facebook’s News Feed
Getting your posts to appear on a user’s News Feed can be critical to lead generation. Since Facebook’s algorithm values content engagement, you should weight the following factors:
- Affinity: Is there a strong relationship between the user and the content?
- Weight: What actions were taken after engaging with the content?
- Age: How current is your content?
- Types of Posts: What types of posts do users typically interact with?
- Hide Post/Spam: What types of posts do users usually hide or mark as spam?
- Clicking on Ads: Do users interact with the ad?
- Device Considerations: Can multiple devices handle your content?
- Story Bumping: A post may be older, but is it still being interacted with?
To summarize, if users and their networks interact with your content, it shows up in the feed. If not, it is dropped.
Accelerating Facebook LeadGen
By promoting some of your top posts, you can accelerate your lead generation efforts. Just be sure to include a strong CTA that people can click on (e.g. asking followers to download an ebook, attend a webinar, or learn new things about a product). Promote a post (including status updates, videos, blog posts, and offers) directly from your News Feed and it will automatically appear higher in the News Feed, so more people will see it. Facebook prices promotions – ranging from $10 to $1,000 – based on fan count and budget.
Don’t Forget Ads for Facebook LeadGen
Facebook advertising is yet another way to reach your audience. These highly-targeted ads appear on the right side of a user’s screen and function similarly to PPC ads. You decide how much you want to pay per click (or you can pay per thousand viewers), based on keywords. You can link Facebook ads to pages on your website, or to your Facebook page to get more ‘Likes’. You can also target Facebook ads based on a variety of demographic criteria including location, job title, age, industry, gender, and more. If you’re using Sponsored Stories or paid ads, you can target a specific set of users, or custom audiences, with whom you’ve already established a relationship – either through or outside of Facebook.
Prove ROI with Strong Tracking and Results
Facebook’s Page Insights application provides strong analytics for engagement and ad performance. You can leverage this data to support conversations about social media ROI.
Think Outside the Box to Add PIzazz!
When you’re in campaign planning mode, think out side the box to add some extra pizazz to your social campaigns, using one or more of the following elements:
- Refer-a-friend: Not just with a button. Instead, create a compelling offer for both the referrer and referee. People are far more likely to trust their friends. And these peer-to-peer recommendations are a great way to collect lead information.
- Sweepstakes: Create a contest that empowers entrants to spread the word on your behalf. Contests are highly shareable on social channels and you can collect important lead data through entry forms.
- Polls and voting: Encourage people to share their opinions. The information itself is valuable, giving you insights into your leads’ likes and dislikes. And by promising to send results, you can easily collect email addresses.
- Flash deals: Flash deals increase brand awareness and bring in new customers. Use a time-sensitive CTA to create a sense of urgency and motivate leads to act quickly.
Facebook can be a great addition to your social media lead generation efforts. Just remember to loosen up. (don’t take yourself too seriously) and always add value. If you focus on your valuable content and solid, engaging offers, you’ll do fine. And if organic results are not enough on their own, don’t be afraid to pay to boost your presence.