How to do lead generation on Facebook?

There are a few ways to generate leads on Facebook.  We've had strong success with Facebook and Instagram ads for our clients. When you set up Faceook ads, you are able to advertise on Facebook, Instagram, Messenger and the Audience Network (typically mobile apps).  There are a variety of ad formats to test when looking at lead generation.  It is recommended that you have the Facebook Pixel set up on your site so you can track conversions.  If you do, you'd want a Facebook campaign with the Conversions objective. 

If you don't have the pixel, you can still send traffic to your site using the Traffic objective.  This is not recommended as you wont really be able to track anything else that happens on the site from Facebook. 

An other alternative is using Facebooks Lead Generation ads, which keep the user on the Facebook platform.  When users see the ad, they are prompted to fill out a form directly within Facebook, and you then download these leads from your Page settings. 

Another campaign type we've had success with is the Messenger campaigns.  With this campaign type when people see your ad, they are prompted to send you a Facebook message.  This can be really successful as people do want an instant response to enquiries.  I would recommend this only if you are quite active with the page and responding to messages.

Organically, engaging with relevant Facebook groups and constantly adding value to your network is recommended for lead generation.  This is the best way to build credibility and build a relationship with your audience.

LinkedIn is a good social media channel for B2B lead generation.  Using yoru personal profile to be seen as a subject matter expert is the easiest way to improve your exposure and enhance your existing relationships.  Using connection growth to meet potential customers can also be effective.  Finally, you can advertise through LinkedIn to generate leads too.

We've had success with all of the above strategies for our clients at PupDigital and if you needed any help, we'd love to assist.

Facebook offers both paid and organic (free) ways to generate leads.

One of the powerful things about Facebook is the ability to specifically target the audience’s interests and behaviours. This means the audience sees more relevant, interesting content, and businesses can reach people who have a good chance of being genuinely interested in their product or service. Therefore it’s a sound way to generate targeted, relevant leads. 

We always recommend beginning with a clear objective in mind. In the case of Facebook Lead Generation, consider how you’re going to track your leads. For example, do you want them to subscribe to an email list? Or to provide a phone number for you to contact? Or perhaps you just want them to like your Facebook page so you can continue communicating with them. Another option is to have them message you, so you can have a direct conversation. Once you know how you’re acquiring leads, consider the following options. 

Free

There are a few ‘free’ options: 

1. Facebook page profile - ensure your page promotes your preferred method of engagement. For example, include a link to the lead form on your website, or an invitation to message you. 
2. Facebook page post - one of the basic ways of generating leads is to post something to your own Facebook page. This could include a link to a form on your website, or simply an invitation to like your page. As a follow-up, for anyone who likes a page post but does not already like your page, invite them to like your page. 
3. Facebook post on another page - identify other pages that have a similar audience to those you’re targeting, and engage with their page. Interact as your page (rather than as your personal profile) to generate business interest. 
4. Participating in Facebook Groups - provide value to group members and they’re likely to want to find out more from you. This is where it’s important to ensure your page profile includes links to gather leads, so when they are looking for more information it’s easy and convenient to find. 
5. Hosting a Facebook event - create an event on Facebook and invite people to attend (either in person or online). 
6. Facebook stories - use the temporary video feature to achieve wider reach and invite viewers to find out more.

1. Boosted post (paying to boost one of your existing page posts)
2. Paid ad - create an ad specifically for Facebook
3. Instagram ad - create an ad specifically for Instagram 
4. Messenger ad - your ad will appear in the Messenger app

Paid ads can tie into your organic activity. For example, once you’ve built a following or an audience that has engaged with the content mentioned in the above ‘free’ section, you can then build a custom audience on Facebook targeted at those people - or people who ‘look like’ them. 

Facebook lead generation is a deep topic and I’ve only skimmed the surface! If you’d like to know more, please don’t hesitate to reach out to me.
 

Thanks @Sonja Ceri @Daniella Pozzolungo - Can we pick some more brains @Carol Jones @John Eustace @Brad Lyons ... What's your experience in getting genuine leads through Facebook?