First things first: before you begin implementing a social media lead generation strategy, it’s necessary to have established your brand as an authority in your industry using your website, blog, and eNewsletter.
Those three points of contact are useful in generating and nurturing leads, and are ultimately essential to building and maintaining a relationship with subscribers, potential customers, and die-hard fans.
What is Lead Generation & Why is it Useful?
Lead generation refers to the generation of consumer interest in your product or service. The goal of lead generation is to collect emails, or other insightful data, from interested parties in order to identify the people in your audience who are most interested in what your business has to offer.
Identifying and nurturing those valuable leads is a cost-effective way to build brand awareness and loyalty. Offer more information without pushing too aggressively for a conversion. It’s all about investing in authentic relationships with potential and current customers.
There are several steps to take in order to build a successful lead generation strategy on Facebook. And remember, it’s okay to fine-tune as you go.
Know Your Audience
Targeting a specific niche group of users, or a very specific problem, is the key to success. Know what you’re selling, and how you want to present it to your audience. It’s easier to drive traffic and increase conversion rates through lead generation when you’re more specific with your audience targeting because you’ll attract more qualified interest.
Pro tip: exclude people who have already converted (submitted their information), and if the goal is prospecting and/or retargeting, exclude your past purchasers as well.
Build a Functional Landing Page
If you don’t already have one, create a landing page on your website. Make sure your form is well-designed and functional.
Remove distractions. Call attention to what’s important without overwhelming the reader with too much information at once.
Balance your form size/length. Don’t ask for more info than you need — anything unnecessary is just an extra barrier to garnering a lead.
Make the call to action & button very obvious. Make sure that the call to action accurately conveys to the user what they will be doing, so it’s not misleading. Ideally, the button should be placed above the fold so that people see it before scrolling down the page.
Use visuals/creative organization to draw attention to the form box. If you put other information on the page, use design to naturally direct users’ attention to the form so they don’t miss it.
Set up pixel tracking
Before you begin running ads, make sure you are set up to track the most important metric for this ad type: the number of leads your ads are generating.
In order to do this, install the lead event code (below) in the Facebook pixel on the “Thank You” page of your form (the page that users will see after completing your form).
For more information about pixel implementation, visit Facebook’s guide here.
Drive Traffic To Your Page
Once the pixel is set up, begin driving traffic to your landing page using direct response ads and promoted posts.
Test campaign objectives for web traffic and conversions, both optimized for oCPM (optimized cost-per-mille). An A/B test will provide deeper insights that may reveal a more successful option. If there’s only budget to do one, start with the conversion objective optimized for oCPM since it will show your ad to audiences most likely to take the action you want.
Once you know what kind of objective works best for your campaign initiative, try running A/B tests for ad copy and creative as well.
Make an Offer
The best way to attract leads is by offering something of value. Whether it’s a discount or something to download, make sure it’s something that will add value to your audience’s experience with your brand. Below are just a few suggestions:
- Newsletter Signups
- Exclusive Offer Emails/Discounts
- Email-Gated Content
- Events & Webinars
- Access To Webinars Or Videos
- Free Downloads (Check Lists, eBooks, Etc.)
- Quiz Results
- Additional, Valuable, Product/Service Information
Once they sign up, make sure you deliver! By converting, they’ve expressed their interest and shown that they trust you with their information. At this point, it’s time to try to get them to convert.
Don’t underestimate the power of your thank you page.
This page is a great spot to provide suggestions, up-sell, cross-sell by letting users know about upcoming product launches, webinars, other e-books they may be interested in, etc. Show them the value they signed on for!