Wondering how to get more leads for your business?
Think Social Media, think Facebook.
Billions of people use social media, which means if it’s not a part of your inbound marketing strategy you’re losing out!
Every business should have a Facebook page. 5 years ago every business had to have a website to appear professional. Now, I say the same thing about Facebook … Every business must have a Facebook page to appear modern and professional. And they must post frequently and consistently.
At the beginning of 2015, there were roughly 1.39 billion active monthly users on Facebook. Even more impressive, an estimated 10% of an average person’s Internet time is spent browsing Facebook.
I’m probably singing to the choir here because if you’re reading this site you’re probably already using some social media in your marketing strategy. You may have had some success, but want more leads, more clients and more progress with your Facebook marketing.
This month I’m talking about putting your Lead Generation item on Facebook to get more newsletter subscriptions.
What is a Lead Generation item?
This is a free item, usually an eBook or a video that educates your readers about your product or service. It may come from the context of solving a problem for the reader or educate a reader about your product.
A Lead Gen item will have a “gate” on it, for our purposes, a subscription form. Once you’ve filled out the subscription form, you’ll receive a download of the free opt-in offer item via email.
Hubspot is brilliant at lead generation. They use free eBooks, calendars, case studies, etc. Their list seems unending; that’s why I think they are the perfect model to follow and learn from. You don’t have to be a big business or even have employees, if you’re a one-woman show, like me, you can still learn from Hubspot.
Customizing Your Facebook Page for Lead Generation
A Facebook business page is pretty basic and looks the same as every other Facebook page. To draw attention to your business, you’ll want to customize your page and give it a unique look to make it stand out from the rest of the pack and look professional.
Here are some things you can do to customize your Facebook business page for lead gen:
Create custom tabs – Think of tabs as landing pages. For example, set up a tab with a subscription form for your email list, or a contest for fans – this is an excellent way to capture more leads. Integrate your MailChimp account with your Facebook page for a simple subscription form “gate”. Want something more elaborate? Use an app like TabSite or software like LeadPages. There is a cost for TabSite and LeadPages.
Use your Facebook cover – To draw attention to your tabs and your lead gen item, try big arrows pointing your tab, or large text announcing your lead gen item.
Most people only see your posts in their newsfeed, so it’s challenging to get fans on your page. If fans don’t go directly to your page, they won’t see your tabs and they won’t enter your contest or subscribe to your newsletter. So make sure, every once and awhile, to publish a post about your incredible opt-in offer.
Create High-Quality Content
Facebook users aren’t going to follow you unless you have something to offer them, which is why you should post high-quality content. By posting valuable content that is relevant to your target audience, you’ll begin to establish yourself as an authority within your niche, which in turn, will create trust. Your reputation will draw in more fans. Your fans will in turn like content and share it, increasing your exposure, which will help to increase your lead generation.
Here are a few tips for posting valuable content:
- Vary your content – Don’t just post written blog pieces. Internet users are more attracted to visuals, so post videos, images, infographics and more. Visual posts are easier to read, and users are more likely to share them as well. Photos are incredibly effective for engagement. According to recent studies, posts that have photos are 128% more likely to be clicked than other links.
- Use calls-to-action – Facebook users don’t know what to do after looking at your content, which is why the call-to-action is so important. Your call-to-action invites them to do what you want, whether it’s to sign up to your email list or to comment on a post. The call-to-action is vital to capturing your leads. Use words that encourage action and urgency when crafting your calls-to-action.
How have you used Facebook for Lead Generation? Have you created some irresistible free opt-in offers? Share them in the comments below.