Top 12 Methods to Generate Facebook Leads That Pay Off
It goes without saying that Facebook is an essential business tool for companies across every industry and size. The social media platform boasts over a billion users daily, so most marketers know it’s an important tool that can be used to influence audiences in communities not normally reached. Along with this advantage, a business easily can not only just be found easier, but also promote content, develop brand identity, and even grow a dedicated community of customers.
Lead generation is essential in business, and Facebook is a big ocean with a lot of opportunity swimming it. This opportunity is the biggest reason many have started recognizing the marketing strategies that Facebook makes possible, and the benefits are quick and amazing. So, why do many marketers either fail to boost their lead generation they already have or worse, they pass up on this platform to source leads?
It comes down to knowing how to accomplish a solid marketing strategy with the myriad of features offered on Facebook, to begin with. If you fall in one of these two categories, keep reading, and maybe some of our tips below will help you sharpen your marketing schemes and generate those leads you need.
What are leads and what does Facebook offer?
Generally speaking, a lead is a person or business that is interested in your product and passes along their contact information for you to contact them. Sometimes a company receives these leads via an advertising survey, e-newsletter response, a demo request or just filling out a form to receive some online product information.
Many times marketers confuse someone sharing their product or services on social media platforms like Facebook as a possible lead. This really couldn’t be further of the truth. Maybe they just liked the funny slogan you used, or the absolutely precious little toddler delivering that company jingle. You are trying to sell your product and brand, not receive awards for the cutest puppy ever found in an advertisement.
To avoid this situation, you need to understand the two major types of leads out there: direct leads and indirect leads.
How to Lead: Direct, Indirect, or Maybe Both
Creating indirect leads on Facebook requires a bit more content generation than direct leads. A lot of marketers use this method by creating blog posts, top ten lists, or even just a call-to-action at the bottom of a product related post. The idea is that unlike direct leads, you are trying to build a content-rich environment that keeps customers interested in returning for more. You should blend in interesting product related articles and call-to-actions so that the environment doesn’t feel like a high-pressure sales situation.
Direct leads are the opposite of the indirect strategy. When trying to generate a direct lead, you should share links to a form or survey opportunity on your website. This landing page can have an offer for a coupon, a visual information graphic, a short flyer, an ebook to download, or something that has been created for them to receive in return for their contact information. Usually, you will have the form completed on a dedicated landing page that is associated with the product offer advertised on your Facebook business page.
So, how do you put all of this together to create an unbeatable marketing strategy on one of the most popular social media platforms on earth?
- Blogging Related Articles
Let’s start with popular blog topics that relate to your product or services. If you sell high-end Bluetooth earbuds, you are going to probably want to post a top ten list of best selling earbuds in that category while making sure your product is on that list. Customers love lists. They especially like lists with click-bait titles that are funny, curiosity-driven, or outrageous. Keep the content interesting, enjoyable, engaging, and persuasive so that when they see your CTA throughout the article, they are more likely to engage it and send you that coveted lead. It should also be mentioned that using anchor text throughout the post as a page break also increases lead generation nearly two-fold.
- Redirecting to Landing Pages from Facebook
A common method for some direct lead generation is to post a link that goes directly to your landing page for special offers. This is a popular method that usually includes a captivating photo with the Facebook post. There is a small caveat to this method, and that is, to be honest about where the reader is going to be heading when they follow your link. No one likes to feel like they are being hoodwinked into visiting a site that could potentially be insecure or infect their computer with malware.
- 15 Seconds of Fame
We hear the term ‘viral video’ all the time now when describing photos and videos that sweep across social media like Facebook by storm. These 15 – 90-second clips generate a lot of attention to not just the situation in the video, but also product usage. So, how do you make this high-exposure technique to bring more leads to your business? Within these pieces of media content, put links to product descriptions, your website, and inquiry forms.
These short clips of video can help potential leads understand in a matter of seconds what might take minutes to read. Less comprehension time means more engagement and less risk of disinterest setting in when having to read several paragraphs of text. A smartly shortened bitly link and a few UTM codes can also help you track your analytics better too.
- Don’t Forget to Link Images too!
Facebook images are super popular because they are easy to share, often entertaining, and if done correctly, will bring you some serious lead generation results. The way to make this an effective lead generation tool is to add a link to a specific destination on your website. Maybe you are wanting to increase weekly e-newsletter readers so that you can offer a larger catalog of services, then you would just put that link within the photo caption.
Just like with video content marketing, be sure to shorten up the links using Bitly or other types of link management software. Keep it short and simple so consumers don’t feel like they’ve already learned everything about the goods you offer just from the infographic or fun slogan image you posted.
- Give It Away Now
You know what’s great about give away promotions? That people can’t get enough free stuff. And, if you add a contest structure to it? You’ll get even more participants that will register and give you that precious lead information. Many times, consumers don’t care if all they get is a chance to win inexpensive samples of your products, coupons or just basic information you present as an ebook.
To do this, create a fun short video or image that advertises your contest. Don’t forget to embed a link for your contest page that is located on your website. Your contest page should really repeat what the contest graphic advertised on your Facebook post, along with a quick form to fill out with their contact information. Be sure to double check Facebook guidelines before posting your contest, as they are very strict about what is permitted due to possible liability.
- Call Them to Action
Call-to-Action, or CTA for short, is a necessary marketing tool to create leads. You can’t skip this step in your process. While this feature has only been around on Facebook for about five years, it quickly became a standard feature on every business page on the platform. It should be noted that many other types of media sites have done the same. The reason for this is a CTA’s simplicity and effectiveness.
Its versatility allows for frequent changes and product focus transition with little effort other than entering a different link destination and having a page waiting on the other side to land on. Facebook’s layout also makes it very easy to blend in the CTA button with the header image alignment.
- Pin It
Facebook’s pinning feature is fantastic for keeping a current promotion at the top of your business page for up to a week at a time. And, it doesn’t matter what the content is. Be it live videos or just a text and image post, you can be as versatile as you need to be to fit the current marketing campaign you are running.
Pinning your newest post to the top of your Facebook business page couldn’t be easier. On the right-hand side of your post, simply click on the drop-down menu and choose to pin it. All pinned posts have a little blue icon with a white push pin in the center. Once it has run its week-long timetable, it goes back to where it was originally posted within your timeline. It’s up to you if you want to repin it, but variety is the spice of life, so don’t hesitate to reinvent your post and pin it anew.
- Talk to Your Potential Leads Live
Facebook Live is a platform for streaming live videos. Literally, anyone can stream live advertisement ads and have the video automatically uploaded for consumers to access later if they missed your live feed.
This lead generating feature doesn’t require a fancy set, carefully written script, or a recording studio. Often, advertisers are in their offices where it is generally well lit and quiet, using just their phones and a quickly written script that makes sure to cover all the main points of their product campaign.
Even better, live viewers can message the advertiser in real-time chat, which creates a more personable experience. This kind of spontaneous marketing is usually more engaging and entertaining to potential leads. This translates into more site clicks on the link to your landing page that you put in your live stream’s caption.
- Promote by Teaching
Sometimes when we hear the word webinar, we start to think of those dull monthly training sessions on new policies at the companies we work at. In this case, webinars are being used as a way to source more
leads by having potential customers sign up for an informational webinar session through Facebook’s event page feature.
Almost like a CTA, a registration button on the event page will lead participants to your website’s registration page where they will become a newly generated lead once signed up for your event. Event visibility on Facebook is better than a regular post in your newsfeed, and they will receive reminders, which keeps your marketing campaign on their mind until the day of it.
Advertising these webinar events has become a lot easier with promotion opportunities sponsored by Facebook. You can make ads for desktop or mobile and keep your upcoming event relevant and potential leads responsive.
- Keep It Simple
Three years ago, Facebook launched their lead ads feature and has been increasing leads through ad offers ever since. This feature is designed for mobile sign-up by simplifying your forms for ease of access on the user end. No more zooming in and out on a small phone screen in order to fill out your forms! By eliminating this frustrating part of a sign-up process, Facebook as created a very painless process that helps mobile users focus more on the product you are advertising.
With a simple tap on your mobile-based Facebook ad, leads are sent to a form that already has filled in as much personal information as they have already previously used on the media platform. Once this information has been submitted, businesses can download by exporting the data as a CSV file from their Facebook business page, request it from API, or download it all from Power Editor or the Ads Manager. A very simple process that is painless for all parties involved!
- Take Aim with Targeted Ads
You want more than just leads. You want customers and a strong community following. That is why utilizing Facebook’s targeted ads feature will help you not only generate more leads but also be more specific about the types of leads you are generating. For example, maybe you are wanting to break into the server hosting market in the southwestern region of California, and you don’t want to market to the entire state. Facebook targeted ads will allow you to not only focus your ad on a specific area, but also toward gender, interests, and even age!
The key to using this feature is understanding the three styles they use for the ad feature.
One of these three is the boosted posted. By simply pushing the ‘boost’ option on a post, a business post will reach a larger audience based on pre-selected targets that normally aren’t visible to more organic users. Another ad style one might try to use is the newsfeed advertisement. These are ads that aren’t posted on your business page’s newsfeed, but instead on the feeds of potential targeted audience members. These ad styles are preferred so that your business page remains uncluttered and not advertisement heavy in appearance. The last ad style to be mentioned would be the right-hand column style. This just as it sounds. It’s an ad posted on the right-hand side of a webpage that has a noticeable image and clickable link built- in.
- Word of Mouth Sells
It goes without saying that a business with little to no feedback is usually a red flag to potential leads. Customer feedback and reviews are crucial to advertising and marketing your business, but can be tricky to navigate when receiving a negative response. To help mitigate the potential risk or fallout from a negative response, try to only ask for feedback on products or services you are confident about. It’s okay if you have a negative comment here and there because what company hasn’t had an issue at some point? Use this as an opportunity to showcase your customer service.
Asking for customer feedback on your timeline should be a simple post advertising a particular product or service along with a link to your website landing page. Once a potential lead follows the link, they will arrive on the page that has a form for contact information. This information will be a requirement to access the promotion you are running. A lot of businesses use this tactic by offering a free trial of their services in exchange for feedback once the trial has expired.
The Take Away
A lot of people are curious about businesses, their services, and products, but getting this information can sometimes feel tedious or intrusive. Using Facebook to generate leads not only makes this process friendlier but also engaging and friendly. By just a tap of the screen, a potential client will be able to quickly share their information with you, gain more product number, and help increase your community count.
All of these reasons should motivate any good business entrepreneur to learn the ropes of Facebook lead generation. The methods shared within this article are tried and true, with many businesses finding it not too difficult or time-consuming even with their hectic schedules. And you can be sure that Facebook is well aware of the advantage it is giving business owners and will be putting out even more amazing marketing tools in the near future.