What is a lead
In marketing, the initiation of consumer interest or enquiry into products or services of a business is called lead generation. Leads can be created for various purposes such as e-newsletter list acquisition, list building or for sales leads.
What is lead generation in Facebook
Lead generation is the process wherein one start developing interest in a business’s products or services. On Facebook, there is an option of creating a campaigns using a lead generation objective that allows consumers to fill out a form, known an “Instant Form,” with their contact information.
Why is lead generation important
Lead generation is a very important process as it enables your business and your businesses website to create enormous traffic which leads to more sales and higher conversion rates. Quality lead generation process will help a lot in finding the right customers your business needs.
There are two ways you can generate leads on Facebook: direct leads and indirect leads.
Lead ads are the best way to run lead generation campaigns on Facebook . Lead ads enable people to show their interest in a product or service by filling in a form in the ad with their details and allowing a business to follow up with them. This form is placed on a landing page dedicated to that specific offer.
Indirect leads are created by using Facebook on the path to conversion. For example, if you have shared a blog post that has a call-to-action to a landing page at the bottom of the post, your initial Facebook share is helping direct visitors to that landing page.
How to generate leads from Facebook page
1) Post landing pages for offers directly to Facebook.
One of the best ways to generate leads on Facebook is to send people to landing pages for lead-generating offers. Make sure that the offer has a compelling featured image that’s getting pulled into the Facebook post and used clear language which is easy to understand. To make certain Facebook pulls the right image from your blog post into your Facebook posts, you must optimize the image size for Facebook and then add the proper open graph tags to your website and also make sure it’s clear to the reader where you’re sending them. If they’re clicking into a blog post and instead of it find themselves needing to fill out a form, they could get confused or frustrated. Use verbal phrases like “Download your ebook” or “Get your cheat sheet” to indicate where you’re sending them.
2) Posting the blog that generate the most leads.
One more way of generating leads from the content your team is producing is to select the blog posts that generate the most leads, and post those ones to Facebook. The topic and title of the blog post will interest your audience to click and read, and then they’ll find a CTA within that post — preferably high up, near the intro — to either a solution to a problem they’re having or to something they want to learn more about. You can also include anchor text CTA which may help in generating more leads.
3) Include links to landing pages in your image captions.
Images and videos play a very important role in acquiring Facebook leads. A survey says that Facebook posts with images see 2.3X more engagement than those without images. Include links to your websites in the description of images especially the profile picture and cover photo descriptions to turn these higher engagement rates into lead generation opportunities.
4) Use videos to promote lead gen offers.
To increase your lead gen efforts on Facebook, start using videos to help introduce and promote those lead-generating content, whether they’re offers, events, courses, or something else. Make your videos attractive and informative to catch the user’s eye which eventually will increase in leads.
5) Reminding people to register with Facebook Live videos.
Creating and editing videos can be time consuming and costly so you can also use Facebook Live feature of Facebook. Facebook’s live video is a platform where anyone can broadcast live videos from their mobile device straight to their Facebook News Feed. What makes it special is that these live videos can be a little scrappier and more spontaneous than normal marketing videos.
6) Placing pin posts that link to lead gen offers to the top of your feed.
Pinning a post means highlighting a post at the top of your Page’s Timeline what would otherwise be a typical post. It stays at the top of your Timeline for up to seven days, after which it’ll return to the date it was published on your Page’s Timeline. A pinned post is distinguished by a small blue-and-white pushpin icon on the top right of the post.
7) Add a call-to-action button to your Facebook Page.
On 2014, Facebook introduced a new feature to its business Pages allowing users to place a simple call-to-action button at the top of their Facebook Pages. This button is simple but powerful and helps in driving more traffic from your Facebook Page to your website — including landing pages, contact sheets, and other lead generation forms.
There are seven pre-made button options to choose from: “Sign Up,” “Shop Now,” “Contact Us,” “Book Now,” “Use App,” Watch Video,” and “Play Game.” Choose a button and link it to a page on your website, the button you chose will appear up at a fixed location right below your cover photo and to the right.
8) Ask for input on your products.
One more way of increasing the leads is posting a status update to your business Timeline asking for feedback on one of your products or tools and linking to a landing page where people can sign up for a trial — or, if it’s free, to simply download the tool. It will encourage sign-ups by linking directly to the landing page, and your followers will love the opportunity to give their opinion.The risk here is that it will open up the floodgates for negative commenters, so be careful and selective on the tools and products you post for feedback.
9) Run a contest or giveaway.
People get excited hearing the words contests and giveaways. They are fun for the followers and also they can teach you a lot about your audience — all the while engaging them, growing your reach, driving traffic to your website, and generating leads.
If the goal of your contest is to generate leads, publish posts on Facebook that include an attractive featured image or video, language that’s compelling and simple, and a link to your contest page where they can fill out a form.
10) Creating a Facebook event page for your next webinar.
Another great format for capturing leads are webinars. You can promote your webinar’s sign-up form by posting them to your business Timeline, another way to spread the word is by creating a Facebook Event with a separate registration page on your website.
Once you invite someone to a Facebook Event, you can encourage them to register on a separate landing page, where they’ll become a lead. For reaching new audiences, Facebook Events are much more visible than standard Facebook posts on the News Feed.
11) Run targeted ads to extend your content’s reach.
Facebook expands your reach to new audiences that are likely to be interested in your content — and possibly become followers, leads, and even customers down the road. This is because of Facebook’s very sophisticated targeting options, which let you target your ads to people based on things like location, age, gender, interests — even the things they do off of Facebook.
12) Mobile signup process simplified with running lead ads.
Lead ads introduced in 2015 by Facebook is an entirely new feature which lets users sign up for lead-generating offers and content without leaving Facebook. To make mobile-sign up process easy this was created. The forms auto populate instead of mobile users having to pinch-and-zoom and type into tiny form fields. When you click on a lead ad, a form opens with your contact information automatically populated based on what you’ve shared with Facebook already, like name and email address. Of course, you can edit your contact information before you click “Submit.”