Facebook has just reached over 2 billion monthly active users. Do you know what that means? More than 25% of the earth’s entire population is on Facebook! This is why it is such a powerful online platform for reaching out to and connecting with your business’s target audience.
Using Facebook in your digital marketing and lead generation strategy is typically a smart idea, no matter what your business is. There are so many different ways to craft Facebook posts, share content, or create Facebook ads to direct traffic back to your blog posts and website.
Use these tips to develop your Facebook marketing strategy and use your Facebook posts to drive traffic to your blog content for lead generation.
1. Use large images.
If you dive into your Facebook Insights, you’ll probably see a pattern. Image posts tend to perform better than link posts across the platform. So how do you combat this if you want to share a link to a landing page or blog post on your Facebook Page?
Use full-size images in your blog posts to help catch viewers’ eyes and to manipulate the algorithm. Optimal image size for Facebook posts is 1200 x 630 pixels, but you can use square or vertical images as well. Just make sure your image is at least 600 pixels wide.
Share the type of content Facebook likes best (visual elements) and still drive traffic to your blog post or landing page. Test this out. I’m sure you’ll likely see a large jump in reach on your image posts compared to link posts. I know I did.
2. Don’t use too many words.
Twitter doesn’t allow more than 140 characters in any given update. Facebook’s character limit is something absurd, like 63,206 characters that no one should ever use, especially on a business Page.
Instead, you should take notes from Twitter and keep your captions short and sweet. The goal is to get users to click through and read your blog post. You don’t want to give away the entire post in the caption. In fact, it’s recommended to try staying below 140 characters on Facebook, regardless of the essentially non-existent character limit.
3. Ask questions.
Get your audience engaged by including a question that relates back to your blog post. This will entice them to click-through because they’re curious to learn the answer to the question. Ask your audience what they think of what you’ve written. Invite comments and shares on your post with their answer.
The more comments and shares your post has, the more Facebook will show it in the news stream organically. So be strategic about your post captions and come up with the best solution for getting your audience to click and engage with your post.
4. Share a quote from your blog post.
Did you write a really awesome line in your blog post that will really resonate with your audience and make them want to read more? Well, then you’ve already done the hard part of sharing your post on Facebook: the caption.
Don’t bother trying to come up with a caption equally as awesome as the words in your blog post. Instead, share a quote from the post as the caption. Then let users know they can read more on the blog, and include the link to the post.
5. Include links in video captions.
Facebook as a whole prefers visual elements over links. Even if you include a link in the caption, it likes having a full sized image to share in the news feed over a link preview.
But do you know what Facebook likes even more than photos?
Use a quick video clip or a slideshow video as a Facebook post and include a link to your blog post or landing page in the caption. This will increase your overall reach on Facebook, help to grab attention better than a link preview or a photo and send more traffic to your blog post.
Make sure you take advantage of Facebook’s video captioning tools. Since videos are shown in the newsfeed with the sound off captions on your video will entice people to click for sound. After all, you don’t want the boss to know you’re watching Facebook video’s when you’re supposed to be working. ;)
6. Share blog posts that regularly generate the most leads.
Don’t fix what isn’t broken, right? If you’ve had blog posts in the past that consistently bring in new leads, gone viral, or are just incredibly popular continue to share them. As long as the blog content is still accurate and relevant, you can share it for as long as you want.
And if the content in the blog post isn’t still accurate and/or relevant? Consider creating a part two or simply updating the post with more recent information so it can continue to be a part of your lead generation strategy. Include a small blurb at the top of the post with its original publish date and it’s last updated date so readers know the information inside is current.
7. Run a drive traffic ad or boost your post.
Using Facebook’s Ads Manager and creating a traffic ad will offer more targeting and insight than boosting a post, but both can accomplish similar goals: getting more clicks to your website. I recommend trying both to see which gets you more bang for your buck, and more traffic to your website (which means more potential leads in your pocket).
Facebook advertising has incredibly detailed targeting. You can reach the people who need your business or who need to read your blog post. With Facebook’s organic reach continuing to drop, your business needs to set aside a budget for social advertising. And putting a portion of that budget to driving traffic to your blog is a smart strategy.
8. Go live.
Instead of creating and producing a marketing video, why not go live on Facebook? Use Facebook Live as a way to promote new content on your blog.
Since it’s a newer form of content Facebook is regularly promoting to increase its use, it performs well in the algorithm. And Facebook users can turn on notifications to be alerted when your business goes live. So if you regularly livestream and offer valuable information, you can get consistent viewership, clicks, and conversions for lead generation.
Include a link to your landing page in the caption of the Facebook Live video, but make sure you talk about the offer throughout your steam as well. Let viewers know what you’re offering, and what it can help them achieve. They’ll be more likely to click over to your website and sign up for your opt-in freebie or lead magnet.
9. Pin high-performing posts to the top of your feed.
Facebook allows you to pin a single post to the top of your news feed by clicking the three dots at the top right of a post and navigating down to Pin to Top of Page. Now anytime a user clicks over to your business Facebook Page; your pinned post is the first they see.
If you have a valuable opt-in, or you see a post that’s performing well, pin it to the top of your Facebook Page to increase the number of eyeballs and, ultimately, click-through and convert.
10. Host a contest or giveaway on your Page.
There’s one thing you can’t deny: people love free stuff. Why not take advantage and give something away on your Facebook Page? (Click on the link to go to my Facebook Contest Platform, Tabsite!)
Give away a free product or service offering from your business. Or some business swag. You anything a potential customer would be interested in.
Here’s the caveat: you want to make sure your giveaway prize only appeals to the types of people who need your product or service. A cash giveaway isn’t ideal because everyone wants cash. And you don’t want to promote your business to someone who might not need your services.
Facebook has some pretty strict guidelines for contests and giveaways, too. Make sure you’re being compliant and no one gets in trouble should someone be unhappy with the results.
Create a landing page on your website for people to submit their name and email to enter your contest or giveaway. You can promote your contest in a navigation tab on your Facebook Page, through Facebook ads, or by sharing it consistently on your Page. This is a great way to get users to click-through to your website. Try including a few links to blog posts or pages, so people that have submitted their entry will stay on your website for awhile.
Use these tips to help make the most out of your Facebook marketing. Whether you choose to focus on organic or paid marketing, this social media giant has a lot to offer your business and has a large enough user base that it can all but guarantee that your people are somewhere on their platform. And, if they are on the platform and you employ these tips, you can get a great share of the right people from Facebook over to your website.
What’s your next step to take today?