How to Use Facebook to Drive Leads

Facebook MarketingWhen it comes to social media marketing, Facebook is the most popular network. In fact, according to Hospitality Net, 93 percent of surveyed marketers use Facebook as a tool to engage consumers. If your company isn’t already investing in Facebook marketing, now is the time to get started. To get the most out of Facebook marketing, follow these tips.

1. Advertise to existing customers.

Let your existing customers know that you are on Facebook by posting the information in your office, on your business cards, on your websites and on any other social media profiles you manage.  When your existing customers connect with you, their friends will be more likely to connect with your business as well.

2. Be active.

To build strong connections with existing and prospective customers, be sure that you post content to your Facebook page on a regular basis. If you aren’t active enough, your connections are likely to lose interest and may even remove themselves from your page altogether.

3. Be interesting.

Your connections don’t want to read aggressive advertisements or repetitive sales pitches. They want to be intrigued and entertained. Keep your content fresh and interesting. Use pictures and videos to dress up your posts, and include posts that are related to your products and services but don’t advertise them directly.

4. Encourage conversation.

Engaging leads in two-way conversations not only shows them that you are paying attention, but it can also foster a deeper connection and increase the chance of conversion. If your connections reach out to you in the form of messages or comments, reply to them as soon as you can.

5. Direct customers to your website.

Although you should not drown your connections in promotional material, you should still add a call to action to each of your Facebook posts. In your CTA, be sure to direct consumers to connect with you on your website.

6. Use contests and sweepstakes.

Hosting a contest or sweepstakes on your Facebook page is another excellent way to collect information from consumers. Be sure that your contest requires consumers to provide basic contact information, such as their telephone number, email address or mailing address.

7. Add subscription forms.

One of the best ways to collect information about leads is to provide consumers with an easy way to “subscribe” or contact your business. Fortunately, you can add this option to Facebook in the form of a customized tab.

8. Provide incentives for people to connect.

Simply providing your Facebook fans with a way to connect to your brand may generate some leads, but you can increase the number of leads generated if you offer incentives for fans to connect. For example, you may offer a special discount code or an entry into a contest for fans who connect within a specific amount of time. Not only will this increase the likelihood of connection, but it will also add a sense of urgency that may bring in consumers who were on the fence.

Remember that not all of your leads will be ready to convert immediately. Once you begin generating leads via Facebook, be sure to follow up with them in a timely fashion. If they don’t take the bait right away, continue to maintain the connection and nurture your leads to encourage future conversion.

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