Although LinkedIn is the platform of choice for many B2B marketers, Facebook is a perfect platform not only to build brand awareness but also convert visitors into leads!
However, the key to generating B2B leads on Facebook isn’t to target businesses.
As Shannon Johnson from Hubspot put it perfectly, B2B marketing is all about “selling to people who work at companies”. Using this approach, Hubspot’s Facebook Page has earned over 570,000 fans and generate 190,000 leads!
To help you find and connect with the people who will benefit from your product or service, I’ve rounded up several traffic and conversion-oriented Facebook growth tactics for generating a larger quantity and a higher quality number of leads.
According to new research from Quintly, Facebook’s algorithm prioritizes videos uploaded directly to its platform over videos shared from YouTube or Vimeo. The study found that native Facebook videos had a higher engagement rate (110 percent) and a higher average share rate than YouTube videos (1055.41 percent).
Therefore, B2B marketers should upload more videos to Facebook for higher post engagement. However, don’t just upload any video. Keep in mind that the video content you share should be valuable and informational to your audience. Here are a few ways video ideas:
For additional tips on how to create high-quality videos, check out CoSchedule’s guide to Facebook video marketing.
Speaking of Facebook videos, why not try broadcasting live using Facebook Live! Facebook Live videos are the perfect channel for engaging with your followers in real time. Not sure what to broadcast? Here are a few suggestions from Facebook that’ll keep your audience engaged:
Before you go live, keep these best practices in mind:
Facebook verification badges let people know that your business is authentic and will help your page appear in Facebook Graph Searches (searches via Facebook). There are two kinds of verification badges:
To convert Facebook visitors into leads, use your Business Page’s CTA button to prompt visitors to take a specific action. Begin by selecting which button you’d like page visitors to see. For instance, you can ask visitors to book an appointment, visit your website to learn more about your business, sign up for an email list, or get a quote.
Next, depending on which button you’ve chosen, Facebook will allow you to add an integration with a third-party platform, or link to a page of your choice, like your website or a landing page.
Pro Tip: Use your cover photo to draw attention to your CTA button! How an example from our own Business page.
Hosting an online webinar in a few days? Create a Facebook event from your Business Page to spread the word! Here’s how to set up a Facebook event from your Business Page:
Pro Tip: After creating your Facebook event, you can boost it for greater reach and more RSVPs. Here’s how it works:
Note: This is not the same process of creating an event ad. Click here to learn how to create a Facebook event ad.
Facebook lead ads enable you to capture contact information interested social media users with little action on their end.
On your lead ads contact form, you can customize the questions in the lead ad form, allowing you to ask for information like a business email addresses or phone number. You can also use lead ads to collect sign-ups for beta lists or newsletters, price estimates, follow-up calls and business information.
For B2B marketers, I recommend using Facebook lead ads with a content upgrade–meaning in exchange for offering their contact information, you’ll give a visitor a downloadable e-book, whitepaper, checklist, infographic, or other content your target audience will find valuable. Here’s how to set up a Facebook lead ad:
Running out of Facebook content ideas? Use a recent report, data, industry statistics, PR announcements, or quotes from influencers and employees into images! Use a tool like Canva to create these images in a snap!
A great way to build trust and brand loyalty with customers is by responding to their questions, comments, and reviews about your product, service, or company. I recommend using Hootsuite to help you monitor comments and direct messages from users and respond quickly. However, if your company has a dedicated customer support department, use a robust customer service tool that integrates with Facebook, like Zendesk or Buffer Reply.
One of my favorite things about having a Facebook Business page is having customizable tabs that offer more opportunities to convert visitors into leads. You can add tabs that curate live videos, lists current offers from your business, allows people to write and display reviews, and feature select products.
To add a new tab, go to Facebook Business Manager, and click Settings. On the menu on the left-hand side, click Edit Page, then scroll down to the bottom to Add a Tab. From there, you’ll be able to add a new tab that works for your business!
That’s all the Facebook Growth Hacks I have for now! Before you go, go ahead and follow us on Facebook for more actionable growth marketing tactics: https://www.facebook.com/ladderdigital
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