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How to use Facebook for Lead Generation

Written by samsutton 18 February 2019

Why you SHOULDN’T be using Facebook for your marketing efforts

Almost EVERYONE knows about Facebook. What’s more, most of your friends and family probably also USE Facebook. This HUGE number of potential customers means Facebook makes a logical choice for lead generation.

BUT why shouldn’t you use Facebook for lead generation?

Well, Facebook has become so big that it has monopolised the market. Although there are some big contenders out there such as Linkedin and Twitter, Facebook still has a staggering reach and a frightening ability to target potential customers with advertisements. All probably sound pretty good so far as a business owner, right? The problem is it could be considered TOO big. Huh? Think of it like a Government. A Government where you have no right to vote on how things are run. You can work for the Government, within the Government, or for yourself, but you have to obey the RULES.

Facebook makes the rules and you have to stick to them. Everything could be good one minute then BOOM, the rules change and so does your chance of profiting. One of the other issues with large monopolies is that Governments eventually pass legislation to control them, which will likely see advertisers on Facebook having to jump through more hoops as customers being to seize more control over the use of their personal data.

Does this mean you should STOP using Facebook?

Simply put, No.

Why not?

Because this monstrous information machine still has some way to go before it meets its end. Facebook’s targeting algorithms are truly incredible for marketers and Facebook is still one of the most cost-effective ways to generate leads for many businesses. That is as long as you know what you’re doing and you keep up to date with the latest changes. Facebook may one day become saturated with marketers and it may even lose users, but this doesn’t look like an immediate threat. However, the threat of changes to Facebook’s terms of use could stop your marketing efforts in their tracks. So, Facebook should be used as a powerful weapon in a much bigger arsenal so that you reduce this risk to your business.

How should you use Facebook for Lead Generation?

You could be of the mind that if you are armed with a computer, an internet connection and some cash then you could set up your Facebook Ads account and be generating leads within a matter of minutes. And technically you would be right. But just like if you were going try network, you need to dress to impress, know your audience, be charismatic and sell without being ‘salesy’. How does this translate to a Facebook ad? See our starters guide to a good Facebook advert to get your creative juices flowing.

Use an appropriate proposition

Just like the analogy above, you wouldn’t want someone coming up to you out of the blue and asking for you to hand over your cash. Too many Facebook adverts are trying to directly sell something, which customers will just ignore. Remember the time you avoided the pushy salesman networker? Exactly – not a good strategy! You need to peak interest in your company and products or services. Give customers a reason to click on your ad. Once you have built up a relationship you can offer your useful products and services.

Have a clear call-to-action

After you have decided on how to entice potential customers to engage with your ad, you need to make sure you have a clear and easily understandable call-to-action. This is another aspect that is overlooked. Many marketers will not make it clear if they want the customer to simply ‘like’ the advert, comment, provide some details or share to their Facebook feed. Be clear, make it easy and don’t ask for too much, too soon.

Less is more (at least for text)

Facebook only allows for around 20% of your advert to be text so being highly visual is key. Think about how much colour is present, how cluttered and clear to your message is the image? Could a video work better instead?

Think about advert placement

Facebook has a range of places that your advert can be displayed and you really need to ensure you are reaching the best potential customer range. Do you want to only be showing on a computer newsfeed if your customer demographic is mainly viewing Facebook on their mobile phone?

Choose your campaign wisely

Although this is one of the first steps you’ll take when setting up an advert, we have put it last in our list as you really need to be prepared before setting up your new advert. Once you are ready, you need to think about what you are trying to achieve as Facebook gives you a large list of campaign types depending on your goals. Are you simply looking create a ‘buzz’ by getting likes, shares and comments? Or are you looking to reach a select small customer base with the same advert multiple times? Facebooks range of campaign options is brilliant for the eager marketer but it can add complexity to the process and have you wasting money simply by selecting the wrong campaign type up front.

Our list above is not exhaustive. There are many other things you should be thinking about as part of your overall marketing strategy within and outside of Facebook. Should you want to speak to us about a Facebook campaign or marketing project, do not hesitate to get in touch on 01829 707 860. Let us help you reach the huge potential customer base waiting for you on Facebook.

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