More and more goods and services are bought and sold online daily, and it’s not going to slow down. Savvy brands, if they haven’t already, will inevitably find themselves trying to figure out how to generate more leads on Facebook.
More than 160 million businesses use Facebook to engage potential customers and generate leads. Their efforts are backed by evidence and good reason, as Facebook boasts an advertising audience of over 2 billion people. The average Facebook user also clicks or taps on a dozen ads every month — and of these people, roughly 25% ultimately make purchases after clicking Facebook ads. These statistics demonstrate that a significant portion of Facebook users are willing to be sold goods or services through the platform.
In this article, we will explore how you can generate leads on Facebook and tap into this massive market.
Before understanding how to generate leads on Facebook, it is helpful to define a ‘lead.’ A lead is defined as an individual that has indicated an explicit interest in paying for your product or service by providing their information, i.e., their full name and email address. However, a lead is not the same as a sale, as the lead still needs to be convinced to pay for what is on offer. There are two kinds of leads that can be converted into a sale:
A direct lead on Facebook is when there is no intermediate step between Facebook and the acquisition of their contact information, such as a landing page that opens up in a browser after clicking the Facebook ad. Instead, when Facebook users click your Facebook ad, they are led directly to a form where they can enter their information to receive more information about your product or service. This form can even be set to pre-populate with their information.
An indirect lead on Facebook leads the user to a landing page after they click a call-to-action link or button on your Facebook post. The call-to-action link directs them to a blog or website with information about your product or service, which convinces them to purchase it. This indirect sales approach can convince and convert potential buyers obliquely with its informative and persuasive qualities.
The goal of any online business is to increase its sales to maximize profit by increasing sales, so you’ll need to figure out how to generate leads on Facebook, which can then be converted into customers willing to pay for your product.
Start by creating or revamping your company’s Facebook Page. Hence, it contains at least the basics: hi-res and attractive profile and cover photos, a custom CTA (call-to-action) button that directs leads to a form or landing page, and a detailed ‘About’ section that describes the product you are selling.
Next, here’s a list of actionable items that will have you well on your way to generating more leads on Facebook.
Facebook brings people from all walks of life onto one open platform, so it is necessary to narrow down your target audience to users that are likely to be looking for a product or service like yours. Here are a few tips that may help identify and locate a narrower subset of Facebook users to target:
1. Use Facebook’s Insights tool to learn more about your existing fans or followers. You can use this information to create look-a-like audiences that may be interested in your content or product.
2. Use relevant keywords and demographic information when targeting your ads on Facebook. This will help ensure that your ad reaches the people most likely interested in what you’re offering.
3. Join relevant groups or pages on Facebook, and participate in discussions related to your industry or niche. This will help you get exposure to potential customers who may not be familiar with your brand.
Using an attention-grabbing and relevant photo on a Facebook post and linking it directly to a landing page is one of the most effective ways to generate leads on Facebook. A brief call-to-action sentence (i.e., “Click to download this guide to saving hundreds on your cell phone bill every month.”) should make it clear to the reader precisely what they will get by clicking the link or image.
Studies have consistently shown that customers prefer interactivity between them and the Facebook Page of a business selling their products. You must remind group members that there is a person behind the company’s Facebook Page. Join groups related to your product or service and offer value and human appeal to prospective customers by being sincere and helpful in sharing your insights and knowledge. Avoid aggressively spamming members with your product. Instead, get to know the members of the Group and get a feel for their needs and preferences — this will help you understand and eventually win over members of your target audience, resulting in sales.
Facebook Live videos are a fantastic way to reach out directly to potential customers and instill trust by showing them your authenticity and willingness to provide value for them with your product or service. Many viewers enjoy the surprise and novelty of interacting with a live person in real-time when it is more typical to run into automated bots that are not always helpful in answering questions. Announce your scheduled broadcast time to build up interest and an audience. Then prepare yourself before going live, and be ready to share your knowledge and expert information on the product you are selling and what it can do for the customer. State your call-to-action during your broadcast, and encourage people to click the CTA button. Mention promotions such as discounts, trials, or extras such as eBooks and guides. After you finish your broadcast, optimize your recorded Facebook Live video so that users who missed it can find it easily. Do this by adding relevant keywords in the video description.
Facebook’s Targeted Ads are an advanced way to hone in on a specific and narrow slice of the platform’s users who will be more closely aligned with your product’s benefits. For example, targeted Facebook ads can be created to identify users based on location, gender, age, personal interest, etc. The Facebook Ad Library is a valuable tool for creating Facebook-targeted ads.
Engaging your audience is crucial in creating leads, and one of the best ways to drive interest and engagement is through contests and giveaways. Many people enjoy the fun and excitement of potentially winning free items, and the possibility of experiencing your product will motivate them to follow your Facebook Page and stay in the loop.
When you post your contest and giveaway post on your Facebook page, you will want to include an eye-catching image and copy that is to-the-point and a CTA link or button that directs the users to a pre-populated sign-up form or landing page.
Some ways in which to conduct contests and giveaways include:
Understanding how to generate Facebook leads is essential because billions of people worldwide use the platform daily. Let’s recap the key reasons you need to be generating leads on Facebook:
What’s your favorite way to generate leads on Facebook? We want to know what works for you! Let us know in the comments below.
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