If you’re like most businesses, you’re spending a lot of time, and maybe some money, promoting your company on Facebook. However, a recent report indicates that more than 40 percent of marketers have not gotten any leads from Facebook in the last year.
If that’s the case for your businesses, it’s time to step back and reconsider your Facebook strategy. Even if your company has gotten some Facebook leads from posts, it’s likely that your Facebook lead-generation strategy can improve.
Any time someone shows interest in your business—whether they sign up for your emails, request a quote, or complete an online form—it’s considered a lead. Keep in mind that Facebook Likes aren’t considered leads because the person could be interested in the post but not necessarily in your business’s products and services.
Here are a few tips from Hubspot for getting more leads from your Facebook posts:
Promote a Webinar Through Facebook
It’s a little-known fact among local social media marketing professionals that Facebook events are more visible in News Feeds than standard posts. Webinars are a great way to educate your customers and build your company’s reputation as a credible source of information. When you set up a webinar, create a registration page on your company’s website. That way, you’ll collect their information through your website, and they’ll be notified when there are any updates to your Event on Facebook.
Update Your Cover Photo
When Facebook first introduced cover photos, calls to action within the cover photos were prohibited, but earlier this year, Facebook removed the restriction. Adding a call to action, such as “Sign up for our newsletter today” or “Download our new eBook,” will help to generate leads for your company.
However, local marketing experts recommend that you keep your Facebook page from looking too much like a sales pitch. The primary purpose of a Facebook cover photo is to communicate your brand identity to your audience, and the secondary purpose is to encourage your followers to become more engaged with your company.
Include Links in Captions
It’s becoming clear to marketers that Facebook users are drawn to photos and videos, not links and text. For that reason, a small shift in the way you post links to your company website could have a great impact on your Facebook leads. Instead of posting a link, post an image and include a link to your website in the caption. That way, your image will really stand out, and your followers will be able to go to your website to get more information and sign up for your newsletter, webinar, or anything that you’re trying to promote.