Why should you use Facebook in your lead-generation campaigns? Currently Facebook has over 2+ billion users and is the most used website in the U.S. Facebook receives 10% of all Internet visits and these visitors stay on the site for 28 minutes on average.
Before You Start
Many businesses use Facebook as their exclusive source for lead generation. This can be a dangerous practice. Anything that you put on Facebook is owned by Facebook. What would happen if they ban you, change policy or even close down?
It is better that you have your own website, blog or other private means for closing and controlling your leads. Facebook then becomes a platform for looking for business only and you are protected.
Put simply a lead is someone who is interested in, has a need for and can actually purchase your product. Before you start your lead-marketing efforts, you need to know who you are marketing to. That means identifying your customer profile. How old are they? What is their income level? Where do they live? To get your target customer interested in what you are selling usually requires a combination of useful information and well designed “creatives” - landing pages, images, videos, and others.
Once you start looking for your leads, you will get two types of responses. Direct leads follow your links to your website or landing page to actually make a purchase. Indirect leads come to your site for more information or for any giveaways, ebooks, coupons, webinars or chats, that you offer.
Motivating Your Leads
Many new marketers make the basic mistake of thinking a lead will see their information and instantly react the way they want them to. This is a risky assumption. You need to tell your visitors what to do and where to go to do it. You do this by including a clear Call to Action. The most common Calls to Action are adding “go here” links in your text, business pages and image captions. Until recently, Facebook guidelines banned using Call to Actions. Using them is now allowed without facing penalties. It is highly recommended you take advantage of this.
Your Facebook Pages
Many businesses start by just putting sales info on their timeline. If you want to invest in success, you can pay for an actual Facebook business page. Or you can try both. Whatever option you choose make sure you show your customer who you are for Due Diligence. Some basic requirements are to complete your profile and contact information, including phone numbers. Upload a good picture of yourself on your profile and your company logo on your business page.
If you pay for a business page, you will need to choose one category to describe your business. Options include Local business or place, Artist, band, or public figure, Company, organization, or institution, Entertainment, Brand or product or Cause of community. You will also have an Administration Panel to help you stay organized and track results.
Facebook Paid Advertising
You have two Facebook ad choices. With Cost-per-click (CPC), you set a price bid for single ad placement. With Cost-per-mile (CPM), you a pay a set price for a block of 1,000 ad views. With Facebook ads, you bid on target demographics and keywords that appear in user profiles.
Once you have your Facebook presence active, keep monitoring and tweaking it. Spend a few hours a day at least three times a week posting new information and visuals. Try new ads if you are using them. Here’s to your Facebook success!
About the Author: Patricia Maroday is an internet enthusiast and major advocate of online business opportunities wordwide. She is a co-founder of www.mercatrade.com, a B2B online trade portal for companies looking to expand their distribution channels in South America.