Social Media for Lead Generation: Part 1 (Facebook)

  In this three-part series on social media for lead generation, we start with Facebook posts that drive to the opt-in page on your website. Social media is similar to the environment at a cocktail party (analogically speaking). If you’ve ever been to a cocktail party, you know that most people are casually interacting and having a good time; you don’t (if you have any social prowess) hammer away with a business pitch, at least not for a good portion of the night. Similarly, interacting on social media is, for the most part, all about developing a rapport with customers and building a relationship of trust. Whenever you create content on social media, you don’t want to be too invasive with direct calls to action. Eliminate any obvious or direct friction. People on social media enjoy free content, have fun, and do the things they care about; they’re not there to be sold. Another factor worth noticing – major social media outlets each have a unique platform. If you permeate all of them with the exact same message, you’re missing the point (and selling opportunities). If you want your content to resonate, you need to be cognizant of the different behaviors of each platform, starting with Facebook.

Building a Brand on Facebook

Facebook leads, from a paid advertising standpoint, has the most comprehensive data out of any social media platform. You want engaging content that doesn’t directly pitch, but you still need to move prospects towards their goal (even if they’re only subconsciously aware when they’re scrolling through their news feed). Though more indirect, you still want a call-to-action statement that is actionable and succinct. As we break down two different Facebook ads, we’ll assess 3 key points for paid ads: 1-Provide relevant calls to action in your content: Your call to action should relate to the core benefit of your content. Focus on satisfying users with quality, relevant content; if possible, make sure they’re actually in the market for the products you’re selling. Once they opt-in, your and landing page should illustrate your professional brand and clearly connect back to your call to action. 2-Validate your Facebook posts: Make it clear why you want prospects to opt in, and phrase or word calls to a action in a “light”, non-pushy way. Also, when asking fans to opt in for a free product, especially an information product, offering a free webinar or content preview is a great option, because you effectively link a registration process that helps validate the actual opt-in. 3-Landing pages should be consistent with your posts: Is your copy consistent with your landing page? The opt in should bring prospects to a page with similar body copy, succinct bullet points, and a friendly and professional call to action.

Example A – Get 10,000 Fans by Brian Moran

Screen Shot 2016-05-02 at 4.43.56 PM 1 -Brian’s headline is succinct and clearly mentions hosting a live master class. There’s a clear call to action (“click here to join me…”) that directs and provides a link, and the link and call to action connect back to the headline of the post. Screen Shot 2016-05-05 at 4.34.16 PM 2-When you click on the link, you’re taken to a registration page (above) that gives prospects the opportunity to interact (“register my spot now”). The page mentions limited seats, but the call to action is very non-pushy; instead, the “limited seating” proposition seems to up the value proposition of the content. 3-The landing page has the same headline (or a very similar version) to that on Brian’s original ad. Notice that there’s also similar body copy (text and layout) on the landing page. The webinar topic is clear, including a specific date and time. The call to action (to register, join Brian live) – is also very similar and basically an extension of his original Facebook post.

Example B – Hillary Clinton’s Facebook Page

Yes, Hillary Clinton is not an internet marketer by trade, but the dialogue of social media is applicable (in basic best practices) to all business pages (and personal pages too, for that matter). Screen Shot 2016-05-05 at 4.35.46 PM 1-Hillary offers a clear call to action (“get your free sticker today”), but there’s no obvious clink of clear direction on where to sign up. I assume if I click on the headline I’ll be directed to register, but the lack of visual clarity might turn some people off. Screen Shot 2016-05-05 at 4.38.25 PM 2-The landing page (above) is certainly not validating the “free bumper sticker” call to action, in fact I don’t see anything about the sticker. Connecting the call to action between an ad and landing page is a standard best practice across platforms and once that’s missing in this case. 3-Hillary’s Facebook ad post design is somewhat consistent with the landing page (inverted colors, some similar text), but it lacks consistency in images and content. She’s also immediately trying to get donations, rather than deliver on the original offer of the bumper sticker. This is likely to cause some confusion with fans. Another standard best practice is to to limit the number of options that you give a prospect. A better move would have been to offer clear registration for the bumper sticker, and to then ask for a donation once a person has registered. If you found the above tutorial helpful, be sure to stay tuned in for part 2 and 3 of the social media lead generation series on the CLVboost blog over the next couple of weeks!    ]]>

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