Facebook has close to 3 billion active users, so having a strong presence there is crucial to
connecting with today’s consumers, generating new leads and clients for your business, and
bringing more awareness of your brand.
Regardless of your industry, your customer is on Facebook. The key is ensuring that your
marketing strategy on this platform consistently grows your social media following, boosts
engagement, and gets people to take action (for example, by clicking on your link or opting
into your list).
Six best practices on Facebook
1. Share expert advice that appeals to your niche
Publishing quality-rich content is at the centre of growing your business. Your blog posts,
videos, email content, ads and social media posts are there to attract your ideal customer to
your brand and, ultimately, to your list.
Your niche should guide your creation process for your Facebook content. Showcase your
expertise by giving advice, tips, and tricks that your audience would find useful. Promote
your blog posts, landing pages, and videos to boost awareness and add value.
2. Create a landing page especially for your Facebook followers
When people click on your link from your ad or Facebook post, your landing page content
should speak to those followers. This will significantly increase conversions because it’s
targeted to that audience, and appeals to a solution they’ve expressed interest in. If the
content offer on your landing page is congruent with the message you’ve promoted on
Facebook, visitors are more likely to opt in.
An excellent lead magnet example to feature on your landing page would be an eBook or a
video series that outlines the steps your customers need to take to solve their pain points.
Consider these other key pointers towards designing a winning landing page for your
Facebook marketing:
Highlight one offer per landing page to keep it hyper-focused.
Use images and videos that complement the content to boost SEO and the user
website experience.
Have a clear call to action that gives direction on what to do next.
Make landing pages them actionable with content that goes deep into solving a
problem.
Target keyword phrases that your audience is actively searching for.
Sell and demonstrate the benefits they’ll receive from your content offer in return for
opting into your list.
Remember, after you’ve built your first landing page, you must continually test variations to
improve your conversion metrics and achieve maximum results. The best way to do that is
with a tool like Google Optimize, which allows you to run A/B experiments on different
variations of your landing page.
3. Ramp up your visual strategy
Statistics prove that adding visuals to your Facebook content raises engagement. Facebook
posts with images receive 2.3 times more engagement than those without images,
according to HubSpot. Additionally, Facebook users watch 8 billion videos per day. Investing
in your visual strategy for your brand will drive huge attention to your content and open
doors for obtaining fresh leads from social media.
Here are some tips for ramping up your visual strategy to bolster your lead generation from
Facebook:
Use high-quality images – The more photos you share that highlight the features and
benefits of your products, the more interest you’ll generate. Carousels and collages
are great for showcasing many images.
Post social videos – Video posts have 135% greater organic reach than photo posts on
Facebook. Videos have a remarkable way of captivating viewers and moving people to
action. Implement videos into your content strategy to create awareness and capture
leads. Give the call to action during and at the end of the video, showing people
where they can leverage your content offer.
Stream from Facebook Live – One of the fastest ways to build your brand, Facebook
Live is an extraordinary way to build trust with your followers while bringing more
exposure to your business. Use a mixture of organic uploads and live videos in your
Facebook marketing. Be sure to promote the time of your live broadcast in advance
to boost viewership.
4. Use Facebook ads
A final tactic for generating new leads on Facebook is through paid ads. By running
Facebook ad campaigns, you’ll grow your followership, and increase lead and sales
conversions. Facebook makes it easy to create targeted ads for your intended audience.
They are also highly cost-effective and can fit any budget or goal.
Here are some recommendations for optimising your Facebook ads targeting:
Consider narrowing the age range. Test a smaller range by choosing an age range of
ten years, such as thirty to forty years old. This may help cut costs while still showing
your ad primarily to your target audience.
Leverage the ‘Must also Match’ feature to boost engagement and reduce costs by up
to 25%. This allows you to go beyond choosing just a group of interests in your ad
settings.
Facebook retargeting is a must. Having your ad content follow visitors everywhere
they go significantly boosts conversions and keeps your brand top of mind after
people leave the platform. In all my years of running ads, I have seen that ‘eight’
tends to be the sweet spot. That is, an ad is typically seen eight times before a
customer decides to convert.
Create a lookalike audience of people who have already converted on your ads. Do
this by uploading your customer list into Facebook and asking it to match people like
them. With the amount of information people tend to share with Facebook, you’d be
surprised how accurate and effective this is.
5. Create exclusive groups
Facebook groups are perfect platforms that allow you to build a community around your
brand and keep like-minded people connected. By fostering conversations, you’ll breed
brand loyalty, encourage feedback from customers, and inspire users to engage with others.
Groups also offer an opportunity for members to ask questions and get quick responses
from you, which further humanises your brand.
Creating and maintaining an active social group will do wonders for your marketing. Sharing
your quality-rich blog posts will provide value to your audience while driving traffic to your
website, thus improving SEO ranking. Offering exclusive promotions and discounts to your
group will elicit new and repeat sales.
6. Leverage influencers
Influencer marketing is a big hit and can catapult your presence online when done correctly.
Building relationships with industry leaders will allow you to increase your brand awareness
among their large audiences. But remember, it’s a partnership… and it doesn’t happen
overnight. Influencer marketing must be done in a way that creates winning situations for
everyone. When you approach influencers to set up a partnership, you have to approach
them with the attitude, ‘Here’s how I can help you.’
One way to capture the attention of influencers is to regularly engage with their content.
Like, comment, and share their content with due credit. In time, they’ll begin to notice your
involvement and will do the same for you, putting your name in front of their followers.
You can also consider tagging them in your posts, but be sure that you’re offering value to
their audiences in these, such as quotes and industry-related topics. Refrain from tagging
influencers simply to promote your business or products. This is a big no-no and will make
you appear spammy. Remain hopeful in your strategy of relationship building, as influencer
marketing can lead to new opportunities and amazing collaborations.
Author: Joana Inch
~Business Game Changer Special Promotion~
Co-Founder of Hat Media | Digital Growth Agency for Start-ups
