Today, it’s hard to find any business that does not have a Facebook page. But the value of a presence on Facebook for your business isn’t just limited to an opportunity to engage and interact with fans, customers, and prospects. When running a business, Facebook can also be one of the best tools in your box for generating new leads. Whatever type of company you run, if you have a Facebook page and aren’t yet taking advantage of the potential that it offers for lead generation, here are some of the best ways to start making the most of it.
Share Links to Your Website Content
First of all, are you posting links to your site and giving your Facebook followers as much opportunity as possible to convert into leads? The easiest and simplest way to do this is to take the same content that you are using on your website to generate leads, and share links to this on your Facebook page. You can share a link to anything including blog posts, informational pages on your site or simply to your website homepage, but it works particularly well if you are directing your Facebook followers to a targeted landing page. If you’re sharing links to blog posts, make sure that the blog post has a clear CTA to a landing page with a form where visitors can convert.
Expand Your Facebook Reach
Reach is crucial with any lead generation strategy for social media. On both Facebook and Twitter, the more followers you have on your business page, the more people are going to see your content. A recent study by HubSpot found that the number of Facebook page followers and leads generated by that page are related. The study found that companies that had 500-1000 followers on Facebook generated four times more leads from the page compared to those with under 25 followers. Every new like or follower that you get will increase your chance of your content reaching potential customers who could eventually become leads. Make it easy for people to become followers of your Facebook page by adding a link on your website pages, blog posts, and to other online channels.
Include CTA Text and Buttons
Facebook allows you to add a CTA button on your page cover and you can also use iFrames to add custom tabs with CTAs within them. You can also add CTA buttons to paid targeted ads posted by your page. While there is not currently an option to add a CTA to a regular post or share to your page, you can improve the chance of followers clicking through by adding text CTAs to encourage them to do so. Point all CTAs on your Facebook page to targeted landing pages for offers such as downloadable content to start generating more leads.
Add Facebook Plugins to Your Content
Along with sharing links to your content on your own Facebook page, make it easy for your readers to do the same. Adding Facebook plugins to your blog posts, videos, and other interesting content means that people who consume this content and find it interesting can easily share it with their own friends and followers with the click of a button. Make sure that you add the option to share on Facebook to every new piece of content you publish to boost its reach. In addition, you can also add a Facebook Like plugin to the content, so that anybody who is interested in the content you offer can easily use this to follow your page and stay updated with your future posts.
Make it Easy to Convert
One of the biggest problems with generating leads from Facebook is that Facebook users ultimately have to leave Facebook and click through to your website where they will have to fill in a conversion form to become a lead. One of the best ways to eliminate this step and make it easier to convert is to consider ways that allow you to provide your potential leads with an option to do all of this on Facebook. Facebook Messenger chatbots are a very popular way to do this. Instead of clicking through to a landing page where a form is filled out, the follower is directed to a chat where a bot will ask them questions to answer in the app, ultimately gathering all the information that you need.
Create Genuine Relationships
Facebook has always first and foremost been a social networking site to create and maintain relationships. For businesses, joining related Facebook groups can be an ideal way to get in front of a new audience and grow your followers, ultimately resulting in more leads. Joining related Facebook groups allows you to create genuine relationships with users who may be interested in what your business has to offer, and the chance to provide value for people who ask for advice. You can use the relationships that you build on Facebook to create a sense of trust and build your brand’s reputation as being helpful and informative.
Facebook business pages that post regularly are likely to convert more leads compared to those that rarely update the page or post sporadically. Just like your business blog and other social media pages, a steady stream of regular content posted to Facebook will create a routine with your followers and boost your chance of your content reaching more people, ultimately leading to the chance that more followers will convert to customers. A posting schedule for your Facebook page is one of the best ways to do this. You can use various tools that can be set up to post your pre-designed content to your Facebook page at set times, ensuring that your content is appearing regularly. When designing content for Facebook, stick to the 80/20 rule with engagement and advertising, focusing on engagement with your followers to encourage them to click through and convert.
Facebook can be one of the most useful tools for your business when it comes to converting followers and generating new leads.