Now that we have an established definition of a lead, let us dive into how to start generating these sales leads from Facebook.
You can generate leads from Facebook in one of two ways:
– Direct Leads
– Indirect Leads
Direct leads are generated by sharing content that links directly back to a form on your website where visitors can share information in exchange for an offer — whether that be an ebook, coupon, or so on. This form is housed on a landing page dedicated to that specific offer.
Indirect leads are generated by using Facebook as an influencer on the path to conversion. For example, if you shared a blog post that had a call-to-action to a landing page at the bottom of the post, your initial Facebook share is helping ultimately direct visitors to that landing page.
While directly promoting landing pages is an instant gratifier of leads generated, providing content without a form makes your Facebook presence a friendlier home for content that your fans will want to come back for. Let’s dive into five ways you can capture leads, whether direct or indirect.
EMPLOY CALL-TO-ACTIONS TO CAPTURE LEADS FROM FACEBOOK
Earlier this year, Facebook removed a clause from its Facebook Page guidelines that prohibited users from using calls-to-action on, or in the caption of, cover photos.
This change unveiled various opportunities for you to call your Facebook fans to action with your cover photos. Here’s an example from Element Three, a brand and marketing strategy firm, promoting an event it’s hosting
INCLUDE LINKS IN CAPTIONS TO CAPTURE LEADS FROM FACEBOOK
Late last year, we analyzed 8,800 Facebook posts from B2B and B2C companies’ Facebook Pages. The analysis revealed that photos on Facebook Pages received 53% more Likes than the average post.
Now while this calls on the importance of using visuals in your Facebook strategy, be sure that you’re making these photos lead gen opportunities, when appropriate, by including a link back to your website. Here’s the difference in appearance that triggers higher conversion
HOST A FACEBOOK CHAT TO CAPTURE LEADS FROM FACEBOOK
Similar to a Twitter Chat, a Facebook Chat is a virtual gathering of Facebook users to discuss a common topic. You can use a Facebook Chat to bring fans together around a conversation topic you selected. The lead gen component comes in when you share a landing page with a relevant resource throughout the chat.
Whenever a question is posed that can be answered in a blog article, ebook, or other resource you have on your website, use it for an opportunity to link to that site page. That will give your Facebook fans various places to ultimately become a lead from. You can also accomplish this by participating in
other Facebook Chats — just be sure you offer resources where helpful and not in a spamming technique.
The wire frame to your right shows what a Facebook Chat looks like. You can get further instruction in this blog post.
MAKE EVENTS FOR WEBINARS TO CAPTURE LEADS FROM FACEBOOK
While we’ve already covered sharing landing pages with dedicated content offerings such as ebooks or coupons, another lead generating content type is webinars. Hosting webinars where visitors can come and receive valuable information is a great way to generate leads.
If you decide to host a webinar, capture leads from Facebook by creating a custom event page for that webinar. There are a couple advantages
to this strategy. One is that when you invite someone to an Event, they will then receive notification for popular activity on that Event page. A Facebook Event is also more visible than a standard Facebook post.
BUILD FORMS ON TABS
Another viable option for collecting information on Facebook is to have your forms live right on the platform. Forms can be built on a custom tab on the Page.
Since forms on Facebook pages serve the same goal as landing pages, they offer some incentive for the information exchange: give your
email to get a coupon, deal, or a free content. These custom tabs can be built with Facebook applications. When you add certain Facebook applications to your Page, you’ll be able to create a custom tab on your Page that appears on your left sidebar.