With close to 2 billion monthly active users, Facebook is perhaps the best social platform to execute your social media marketing goals. Do some research and determine if your target audience actively uses Facebook first. Whether you desire to connect with customers, share your expertise, improve engagement, gain new leads, or close sales, Facebook marketing can help you meet your small business goals and build a strong presence online.
Since generating leads is the lifeline to your business, the objective here is to share a few creative ways on how you can successfully leverage Facebook to grow your email list. The key, however, is being crystal clear on your target audience (by developing buyer personas), knowing their pain points and being the solution provider so you’re seen as a credible source in your industry. Once this is established, the following tactics will be easier to implement.
Here are four techniques to generating new leads and grow your email list with Facebook:
#1 Go On the Air with Facebook Live!
Looking for a way to quickly capture the attention of your Facebook followers and standout in their news feed? Latest figures show that people spend 3 times longer watching live video compared to pre-recorded video. Adding live-streaming video to your marketing mix improves engagement with your viewers, increases brand awareness, expands influence and is another strategy to build your email list.
With Facebook Live, you can focus in on topics that resonate with your target audience then extend exclusive promotions to gain new leads. Broadcasting ideas include delving deeper on popular blog posts, hosting a Q&A session, or taking viewers backstage at a live event.
The key is ensuring your topics are compelling to your market, then extending a special offer (i.e. eBook, video series) only available to viewers. They can easily include their email addresses in the comments section to take advantage of your special deal. Be sure to remind them to confirm the opt-in when they receive the initial email.
#2 Design Landing Pages Exclusively for Your Facebook Followers
Having landing pages designated for your Facebook followers will greatly increase conversions because its targeted, relates specifically to a content offer or message you’ve promoted on Facebook, and appeals to this exact audience.
Consider these pointers towards designing a winning landing page for your Facebook marketing:
- The landing page headline and advertising wording (whether from your Facebook ad or posting) should complement each other
- Use images and videos that relate to the content to boost SEO and website experience
- Ensure the CTA is strong and gives clear direction on what to do next
- Make them super actionable with content that goes deep into solving a problem
- Long-form content of 1500+ words also improves SEO
- Target keyword phrases that your audience is actively searching for
- Be sure your landing page details one offer to keep it focused. Sell and demonstrate the benefits they’ll receive in return for opting into your list
Keep in mind, after you build your first landing page you must continually test variations to improve your conversion metrics.
#3 Easily Follow Your Site Visitors Everywhere with Facebook retargeting
Retargeting, or remarketing, is a paid strategy where you place a tracking code on your website that will set a tracking snippet or cookie on the browser of those who actually visit your website. This allows your ad content to “follow” your recent visitors wherever they go online. It’s highly effective in keeping your brand top of mind after people click your ad or leave your website.
Facebook retargeting is extremely cost-efficient and simple to implement. You’re able to create custom audiences and tailor content specific to them for better responsiveness. This tactic should be one that is constantly running to maximize traffic and attract fresh, ongoing leads to your sales funnel.
#4 Give a Special Touch by Personally Reaching Out
Not a popular method, yet extremely effective and valuable in building relationships with followers, personally contacting potential customers adds a special touch to your strategy and separates your company from competitors. You’re expressing real interest in your prospects and it shows you value their engagement with your brand. I firmly believe people do business with people, not businesses. It's all about taking the time to develop relationships.
You can simply ask a question that initiates conversation with your follower. Get their insight of your posts/content, your new product, or the services you offer. Requesting information like what their major pain points are is a great strategy to offer them your (free) content as a solution. Discover what they’re needs are and share a link that leads to a landing page that gives the content offer.
Commit to choosing 1-2 of these strategies to begin converting Facebook followers into leads. With consistency, you’ll experience growth in email subscribers and have more leads to nurture.
