Facebook is a lead-generation goldmine. But have you ever wondered why some brands seem to have all the fun (and success) on this platform?
It’s all about turning a casual scroll on Facebook into a lead-generating goal. In this article, we’ll explore how to generate leads on Facebook using the most powerful tool in the inbound strategy tool kit: content.
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What is content marketing lead generation?
Content marketing lead generation is the process of crafting compelling content that captures the attention and interest of potential customers. Usually, this strategy aims to draw audiences into your business’s orbit. Think of it as the digital equivalent of a warm introduction.
This approach is all about creating and distributing valuable and relevant content to encourage individuals to take a closer look at your offering. It often serves a dual purpose: to educate and engage an audience and to nudge them further down your sales funnel.
The idea is to convert engaged readers into leads by encouraging them to make a small commitment. It could be sharing their email address or signing up for a trial.
These are micro-conversions, small but mighty steps in the customer journey that guide them toward a macro-conversion: your campaign’s ultimate goal.
Now, you can have several types of content in your lead generation toolkit, all of which can be effectively managed and tracked using CRMs:
- Blog posts and articles: These are your sort of ‘icebreakers’ that address common questions or discuss sought-after topics in your industry.
- Ebooks and whitepapers: Think of these as your thought-leadership pieces. They’re insightful, detailed, and often gated with an email submission request, which generates a lead.
- Webinars and online events: These recorded or live sessions function similarly to virtual classrooms. They offer value in return for gathering participant information.
- Infographics and visual content: This popular format converts complex information into visually pleasing content. They can offer value, grow the audience, and generate leads.
- Case studies and testimonials: Success stories and client testimonials are your social proof. They illustrate the impact of your products or services, which can build trust and prompt readers to keep in touch or learn more.
- Email campaigns: Strategic sequences of emails usually deliver a mix of content and offers designed to guide potential leads toward a micro-conversion.
- Social media content: This content focuses on tailored posts and campaigns crafted to resonate with the audience. It means it leverages trends on the platform and users’ expectations to engage and capture leads, often through the use of eye-catching social media graphics.
Combining diverse elements and strategies in your content marketing creates a synergistic effect. Most marketers use an interconnected content ecosystem to boost the impact of each content piece. This way, they can achieve a richer brand narrative that powerfully engages their potential leads.
Does lead-generation content work?
Lead-generation content is made to grab attention, but not just any attention. Generating leads with content was the third most important goal for marketers this year.
It’s also perfect for creating a path for prospects to follow while leading them to engage with your brand on a deeper level.
But how effective is it?
Content marketing outperforms outbound marketing strategies. To quantify this, it improves lead acquisition by three times and can reduce costs by up to 62%. However, for this strategy to work, your content must resonate with their needs, speak to their problems, and offer tailor-made solutions.
How to use content marketing to generate leads
Putting your content marketing strategy into motion might seem daunting. But it doesn’t have to be. It’s all about building a systematic process that generates leads and builds brand authority over time.
Finding your audience’s core needs
Who are your audiences? What do they need? And how can you solve their issues? The answer to these questions makes for the very foundation of your strategy.
In the very beginning, every business creates a customer persona. This document helps direct content marketing efforts toward those most likely to engage and convert. But you can get even more accurate insights by running surveys, interviewing customers, and monitoring what engages your competitors’ audiences.
Focusing on keyword research
Keyword research is more than an SEO tactic. It’s a way to tune into your audience’s demands, interests, and digital footprints. The most frequent queries are excellent starting points for creating content that responds to their search behaviors.
(Image Source: Search Engine Journal)
Selecting your content type wisely
Have you heard about the fishing analogy used for lead generation? It says your content is your bait, and leads are the fish in a stream. So, it’s your job to make the bait irresistible for the leads that come across it.
Whether it’s blog entries, videos, infographics, or podcasts, each format has its unique draw.
However, your preferences shouldn’t influence your content.
Rather, the appetites of your audience should inform what type of “bait” you create and use.
Crafting sought-after lead magnets
High-quality lead magnets are easy conversion trade-offs: You offer what your audience wants at the minimal cost of an email address. Your premium offerings include online courses, comprehensive ebooks, interactive quizzes, or even a valuable company directory list — anything that’s too good for visitors to pass up in exchange for their contact details.
Creating landing pages that convert
Consider your landing page your digital storefront. No one walks into a disorganized, confusing, or questionable store. It has to be inviting and clear about what’s on offer.
A good landing page captivates with headlines, earns trust with testimonials, and always has clear instructions about what comes next: a call to action. The typical conversion rate for a landing page is around 26%, a considerable position of the traffic you’ve generated.
Promoting content on social media
If your content is a shout in the void, it’s a wasted effort. Sure, there’s no one-size-fits-all social media strategy.
Nevertheless, there are best practices to follow.
Technically, your approach will vary based on your niche, audience, and the insights you gain as you go along.
That said, you can also use tried-and-true methods for forging a strategy that aligns with your audience’s search intent and propels your business forward.
(Image Source: Search Engine Journal)
How to generate leads on Facebook
Social media has a dynamic landscape. So, how do you keep your social strategy up-to-date?
Facebook has a massive audience, and its effectiveness when it comes to content lead generation is no secret. But there’s also the Facebook algorithm. Everyone’s talking about its inner workings, from social media marketers to journalists, the public, and even folks in high office.
The bottom line is that running campaigns that align with this algorithm is essential for your Facebook marketing. While they’re important, trends are just a part of the marketing technicalities on Facebook. It’s also about using the right tools and tested-and-tried practices.
Here are the best ways to generate leads on Facebook via content marketing:
High-quality content
Good content isn’t just about attracting eyeballs. It’s about keeping the conversation going. For example, you shared a great infographic that breaks down an idea that interests your audience. Next time, they know where to look for similar content.
We are talking about value here. Give your audience something that makes them think, “This page gets me,” and they’re more likely to give you their details for more. This is why you need to recruit an experienced content writer who has not only passed your cognitive assessment but also possesses the skills to create engaging and relatable content.
How to use high-quality content to generate leads?
Start by identifying your target audience’s top questions and pain points using tools like Facebook Audience Insights. Then, create content that addresses these points.
For instance, if you’re in the marketing niche, a post like “5 Email Subject Lines that Get Clicks” could pique your audience’s interest. To convert this interest into lead data, include a direct CTA at the end of each post, like “Subscribe for More Marketing Tips,” with a link to a simple sign-up form.
Contests and giveaways
Who doesn’t love freebies or the chance to win something? You can use this appeal to your advantage. Running a contest where the entry’ fee’ is just a name and an email is a hard-to-pass offer for most users.
However, the prize should be something your ideal customer really wants. A life-long supply of dog treats for a pet store or a free consultation if you’re a consultant.
(Screenshot provided by Author)
It’s not just about the number of leads but getting the kind of leads who are itching to become customers. Plus, this type of post can go viral, spreading your brand further than you might expect.
How to run contests and giveaways for lead generation on Facebook
Use a Facebook post to announce the contest and ask users to participate. For a more streamlined system, you can use Lead Ads so participants can submit their email through a form. Monitor your campaign’s performance and refine the targeting as you gather data to make sure you reach the right people.
Facebook Lead Ads
Learning how to generate leads on Facebook and how to use Lead Ads go hand in hand. Speaking of a streamlined system for content marketing lead generation, let’s see how Facebook Lead Ads work.
These ads are great because they take the hassle out of getting leads. People can click on the ad and sign up right there on Facebook, all without navigating to another page.
However, you’ll have to make sure your ad speaks to them. Highlight the benefits of what you’re offering, like “Download our guide to saving during recession” or “Get an exclusive peek at our latest marketing trends.” The easier it is for them to say yes, the more leads you’ll generate.
(Screenshot provided by Author)
How do you leverage Facebook Lead Ads to drive leads?
Start by strategizing for your Lead Ad. You could offer a free ebook or a whitepaper containing in-demand information.
When creating your Lead Ad campaign, make the form as frictionless as possible — ask only for essential information like name and email. More often than not, people lose interest in lengthy forms halfway through.
If you want to get the most out of the bountiful advertising features on Facebook, don’t overlook Facebook’s Lookalike Audiences. This feature helps you target users similar to your best customers to increase the chances of getting high-quality leads.
Retargeting campaigns
Have you ever looked something up and later seen ads for it everywhere? Well, that’s retargeting for you.
Facebook retargeting features focus on users who’ve interacted with your brand. It reminds them that you’ve got something they’re interested in.
Possibly, they weren’t ready to sign up the first time. But a friendly nudge might be all that they need. Something like “Sign up for a test drive” or “Launching a new email marketing campaign? Sign up now for a free trial lesson!”
How to use retargeting for effective lead generation
Start by installing the Facebook Pixel on your website to track visitors. Then, create a Custom Audience from your website visitors and set up a retargeting campaign targeting those who visited specific pages but didn’t sign up or purchase. Also, tailor your ad creative to reflect the content or products they viewed to remind them of what they’re missing.
Automated lead management
Okay, so you’ve got all these leads coming in hot. Now what?
There’s no way to stand the competition if you are still manually uploading spreadsheets of leads to your CRM or email system.
Manual data management is time-consuming. And by the time you import leads and send them that ebook you promised, they’ll probably lose interest. Timing matters when it comes to conversions.
Wondering how to download leads from Facebook Lead Ads? Learn more here.
How do you automate your lead management?
You can use tools like LeadsBridge to build an automated data bridge between Facebook and your CRM, autoresponder, webinar app, or any other tool you’d like them to go to.
Streamlining this process sends your leads straight to where they need to be, and you can start the follow-up process ASAP. To create a LeadsBridge integration, you just need to sign up for free and sync your lead data in real-time, which can really amp up your conversion game.
Takeaways
Facebook’s content marketing capabilities have come a long way in generating leads. Who would’ve guessed that a decade ago, Facebook would transform into a hub for virtual reality videos or a major source of research and information for individuals and business owners?
The good news is that you don’t need to master Facebook marketing to get impressive outcomes from your time and effort. All you need is a robust social media content strategy that doesn’t just chase clicks but creates value and trust.
Facebook has developed an arsenal of tools for the marketer who believes in the power of content to forge authentic connections. It’s where strategic content meets curious consumers and informative posts turn into conversations.
By providing content that solves problems and enriches lives, you can generate leads and transform your brand into a trusted advisor for your target audience.
