How To Get More Business Leads Through Facebook
With 50% of Facebook users registering their vote in favour of FB Brand Pages over company websites, it could be tempting for resource-limited business owners to consider giving up their website or blog and relying on Facebook as their sole business hub.
But whilst this would undoubtedly save time and reduce content output, it would also be a big mistake. It would be akin to building your real estate on land you don’t own and you would be relinquishing control of your ‘property’ to the whims of the landowner.
Besides, why not get the best of both worlds by combining your Facebook marketing with your online marketing to generate more focused, higher quality leads?
Here are some ideas to get you started with your FB lead-generation strategy:
Include a Cover Page ‘Call-to-Action’
With Facebook’s prohibition clause lifted, the social networking giant now permits the use of ‘call-to-action’ copy on cover photos. This is a great way to really make an impact with your brand messaging, particularly as you can change your messages frequently to reflect your latest promotions, product lines, company events and so on.
Link Visual Images to Your Website
The latest research indicates that Facebook posts which include a photograph are 53% more likely to be shared across other media. And more likely still if the image is poignant, cute or amusing – so it’s worth spending time sourcing some thought-provoking images to use with your social media accounts. Include your own unique caption for your pictures, plus a link to your website or blog for those who want to find out more about who you are and what you do.
Build Your List Direct from Your Facebook Page
Just as you would build a landing page to capture prospects’ details, so you can use a custom tab to install a form in your left sidebar so you can collect visitors’ names and email addresses to use in your marketing. Of course you will need to provide an incentive such as a discount coupon to get people to sign up to receive your communications. This can work particularly well if you make your offer exclusive to your FB community (and you tell them so!)
Facebook advertising is similar to Google AdWords (Pay Per Click) – with a twist. It uses a bidding platform (similar to Google’s), so you will need to determine what your daily budget will be and the price you are willing to pay to have your ad displayed.
So here’s the twist:
Whereas Google’s PPC model is based on its users’ search criteria, Facebook’s ads are displayed according to your business’s target demographics and the activities and interest preferences of the users concerned.
The impressive thing about FB’s marketing platform is that advertisers have the ability to fine tune their ads for a discerning audience. As with Google advertising, the key to success is to split-test the various elements of your advertising, such as copy, images and call-to-actions, and to measure and refine your results at every stage of your campaign.
Chris Jenkinson is a marketing consultant specializing in online marketing including social media marketing.