As businesses connect more with customers on social media, it's not only big brands that are capitalizing on Facebook and its ad platform to increase ROI but local businesses as well. It's a no-brainer that Facebook is a destination-location for business owners and potential customers, which means engagement matters because it can lead to a purchase. According to The 2013 State of Inbound Marketing Report, 52% of all marketers sourced a lead from Facebook, which is about to change because Facebook is improving its ad platform to benefit local business owners.
For starters, there are two types of leads: Direct and Indirect, Direct Leads come from content like ebooks, infographics, or survey findings that a customer receives after he shares you his personal details on a form found on a landing page or pop-up page. On the other hand, an Indirect Lead is generated by using Facebook as a means to path to purchase or conversion, an example of this is when you share a blog post that includes a call-to-action that will drive customers to a landing page dedicated to a form.
Here are 4 types of Facebook content that will improve your lead generation strategy:
1.) Visual Links
A Hubspot study shows that Facebook posts from Facebook business pages receives 53% more Likes than the average post. It suggests that businesses who tend to use more visual content are most likely to capture a customer's attention. Sure it helps to attract customers with great graphics to get them engaged, but you can use it to share a link to an inquiry form as well.
2.) Make your Cover Photo a Call-To-Action Itself
The cover photo is your own personal billboard, so it's a must to make the most out of it! If you have a new product, service, or event to announce, it's best to announce it using your cover photo so customers who missed your post on their feed can still see the latest from you. Enhancing your cover photo with great imagery coupled with a direct yet personal message will definitely merit a feedback from your customers.
3.) Create a Facebook Event
Aside from ebooks and infographics, hosting a webinar is considered a means to get content out to your customers. In order to capture leads from Facebook, you should create a Facebook Event that includes a separate registration page on your website. A Facebook event can be directly sent to a user rather than posting something to appear on their feeds. Inviting customers to your webinar should include the important details they should know to keep them interested. A notification will show up and they can easily RSVP on the webinar.
4.) Use Sponsored Ads to Capture Target Market
It's surprising how local business owners are also using Facebook Sponsored Ads aside from Google's adwords platform, according to a Vizu/Digiday study via eMarketer, 64% of U.S. advertisers are upping their social ad budget in 2013. Thanks to the idea of social search, marketers and business owners can use Facebook to create ads that will cover their target customers. It's about creating original and relevant content that will entice potential customers, which will definitely boost your Facebook ad campaign!