The Ultimate Guide To B2C Lead Generation Using Facebook
Any business looking to reach its target audience and effectively convert them to paying customers must understand how to tap into the power of Facebook for lead generation. This is exactly what this paper is all about; using Facebook for effective B2C lead generation.
- chapter 1
- chapter 2
- chapter 3
Facebook remains the leading social media platform in the world. With almost 2 billion active users on Facebook, it’s safe to say that the whole world is moving to Facebook. One of the opportunities this convergence of people on a global scale presents is more visibility for businesses. Several businesses all over the world are tapping into the power of Facebook to not just gain visibility, but also to generate leads.
Lead generation is a vital activity for any business and one way people are generating more leads than ever before is through the use of the Facebook platform. Facebook has metamorphosed over the years into a powerful lead generation machinery. This dynamic platform has added great features like CTA buttons, image ads and even a power editor to make lead generation more effective.
Chapter 1.1: What’s The Difference Between B2B And B2C Lead Generation
I believe that the best way to differentiate between B2B and B2C lead generation is by understanding what the term lead generation actually means. I use definitions a lot because I believe that in the midst of so many activities most businesses tend to lose sight of what a thing is and why they’re doing it.
What is lead generation? I’ll be sharing some very interesting definitions and here they are:
“Lead generation describes the marketing process of stimulating and capturing interest in a product or service for the purpose of developing sales pipeline.” - Marketo
“Lead generation is the process of attracting and converting strangers and prospects into those leads we just talked about.” - Hubspot
“Process of collecting names and contact information about qualified prospects which will be contacted by the salespeople for generating orders. It usually involves direct response advertising and telemarketing.” – Business Dictionary
“Lead generation is the method of getting inquiries from potential customers. In the old pre-Internet days of sales, lead generation occurred at places like trade shows – visitors to a company's booth would fill out a card with their contact information and turn it in to receive a call back from that company's sales team. Since the rise of the Internet, many businesses use their websites as a lead generation option.” – The balance
Personally, I define lead generation simply as the all the activities that go into converting potential customers into actual paying customers especially by means of digital technology.
Haven cleared that out, it becomes easier to define and differentiate between B2B and B2C lead generation.
What Is B2B Lead Generation?
B2B lead generation is the activities that go into converting other businesses into actual paying customers especially by means of digital technology.
What Is B2C Lead Generation?
B2C lead generation on the other hand is all the activities that go into converting people into actual paying customers especially by means of digital technology.
Some 3 Key Differences Between B2B And B2C Lead Generation
One of the major differences between B2B and B2C lead generation is content. While B2B lead generation is purely informational, B2C lead generation is a combination of entertainment and information. In B2B lead generation, you’re telling a business exactly why they need your product and how it will affect their bottom line. B2B content is strictly business in nature. However, for B2B lead generation content, you’re more focused on appealing to the customer and you can’t do that by using an overly formal content.
Targeting is a huge part of lead generation on Facebook and virtually everywhere else. Targeting metrics is another key factor that separates B2B and B2C lead generation strategies.
While B2B lead generation is narrower since it focuses on a defined audience, B2C targeting is much broader. A B2B lead generation campaign might be targeted only at people with the title CEO while for B2C, targeting metrics are often a lot more than one.
B2B lead generation tends to adopt a more formal technique while informal techniques work well for B2C. In B2B lead generation, you have to know industry jargons and use them well. The fact is that you’re talking to experts in their own rights and they want to see expertise and efficiency. However, in B2C lead generation, technique is more informal. Why? Because customer purchase decision are usually based on emotions. So you’re basically wooing them into buying and if you know anything about the art of wooing, then you know it’s subtle and informal.
1.2 How Facebook Is Proving To Be An Amazing Tool For B2C Lead Generation
Facebook has proven over and over again to be an indispensable lead generation tool for businesses all around the world. Given the number of people on Facebook and the great marketing features the platform offers, it’s no surprise that many businesses are turning to Facebook as their go-to tool for massive lead generation. So what makes businesses invest millions of dollars every year in Facebook lead generation? Here are some reasons:
Higher Conversion Than Other Social Media Platforms
One of the many reasons that make Facebook is an amazing tool for B2C lead generation is that it provides a higher conversion rate than any other social media platform in the world. Given the almost 2 billon active users on Facebook, and the brilliant lead generation metrics they have in place, it’s really not strange that Facebook has one of the highest conversion rates in the world. Personally, I ran a campaign on Facebook that generated about 16,000 views and 1000 likes. During that period, there was also a spike in my website traffic. The conversional rate of the Facebook platform is nothing short of phenomenal.
High Conversion Rate on Mobile
Mobile has remained one of the top digital marketing trends for over four year. It’s no secret that mobile engagement is the key to unlocking the internet gold cave. However, many marketers are still struggling with getting high lead generation on Facebook. A lot of this has to do with lead generation strategies. Still, given the right lead generation strategy, a brand can command as high as 57% conversion rate on mobile. This is because many people find it easier to engage and follow a brand on mobile.
Great Call-To-Action Buttons
There are currently ten call-to action buttons available on Facebook. These include Apply Now, Book Now, Contact Us, Download, Learn More, Request Time, See Menu, Shop Now, Sign Up, Watch More. This number was much smaller two years ago. Call-to-action buttons on Facebook makes B2C lead generation process faster. Why are call-to-action buttons so great for B2C lead generation on Facebook? 66% of adults in the US and UK alone say they receive way too many adverts. This number will be much larger on a global scale. The result of this is that people automatically block out ads mentally. As an avid internet user, I’ve developed what I call the “ad blindness”. This means that any ad that is worth looking at has a very limited amount of time to actually convert a viewer into a potential lead; CTA buttons makes it easier to get this done.
Highly Cost Effective
Remember when I told you that I generated about 16,000 views and over 1000 likes on a Facebook campaign? All that was achieved with a budget of about $30. B2C Lead generation on Facebook is highly affordable. Several small businesses are even generating leads on Facebook without spending a dime! Using Facebook for B2C lead generation increases exposure and revenue at a very low cost.
CHAPTER 2.1: The Basics Of Generating Leads Using Facebook
CHAPTER 2.2: Direct Leads vs. Indirect Leads – The 5 Key Differences
CHAPTER 2.3: Importance Of Videos In Facebook Lead Generation
CHAPTER 2.4: How To Create Powerful Facebook Lead Generation Ads
Asking why you should use Facebook as a lead generation tools is like asking why businesses advertise at all. Look around you, the whole is on social media. Facebook is currently about to hit 2 billion active users in the world. That massive number of people all gathered on one platform is a big enough reason to use Facebook for lead generation.
Facebook as a lead generation tool isn’t just your average lead generation tool. With Facebook, you’re generating leads on a more global scale. Facebook has also added a special feature to its many features known as the Lead Generation Ads. Facebook lead generation ads streamline sales funnel activities by getting users to take action faster.
Facebook also offers many more benefits that make it the ultimate lead generation tool online. On Facebook, lead generation process is fully customized making it easier for marketers to run various lead generation programs within a short period of time. Facebook also has very clear call to action metrics in the form of call to action buttons like “Learn more”, “Apply Now” “Download” etc. These buttons make it easier to convert leads into paying customers.
CHAPTER : 2.1 The Basics Of Generating Leads Using Facebook
Facebook lead generation can create an astounding impact on your bottom line. The Facebook marketing is rapidly evolving and changing business strategies as we know it. Facebook offers several benefits like brand awareness, engagement, customer data, customer services, high ROIs and most especially, lead generation. Only businesses that know the onus of using Facebook for lead generation can tap into its many benefits. In this section, I’ll be sharing the basics of generating leads using Facebook.
Understanding the Types of Lead Generation Strategies on Facebook
There are two main types of lead generation strategies on Facebook and these are the free and paid lead generation strategies.
Free Lead Generation on Facebook
Businesses can leverage on the massive exposure Facebook offers to generate lead without spending a dime. Some key free lead generation techniques on Facebook include:
Setting Up a Business Page
You can start generating leads free by setting up a professional business page on Facebook. Be sure to fill out all necessary details. You should also customize your business page to capture exactly what your business stands for.
Setting Up Facebook Groups
Another way to generate leads on Facebook is by setting up Facebook groups. Facebook groups are especially great for attracting an audience that is interested in what your business niche. The key to keeping a group active is great content and of course filtering spam content and members.
The Content Strategy
You can also use great content to attract a potential audience and of course generate leads on Facebook. Quality content will ensure that you give people something to look forward to. The more valuable content you post, the more people are likely to keep coming back and subsequently make enquiries about your business. You should also have a consistent content strategy if you’re going to attract leads.
Cold calling simply has to do with identifying potential leads on Facebook, connecting with them and sending them a personalized message. Be sure not to spam people or you might ruin your brand image.
Paid Lead Generation On Facebook
Paid lead generation strategies on Facebook are more about pay-per-click advertising strategies. Paid lead generation strategies are great because they offer you a wide reach at very minimal costs.
Here some rules for paid lead generation on Facebook :
- Set Lead generation goals (Page likes? Post shares? Click to website?)
- Identify your target audience
- Use the right targeting metrics
- Set up Facebook Ads based on available budget
- Test Ad campaign
- Always use analytics tools
CHAPTER 2.2 : Direct Leads vs. Indirect Leads – The 5 Key Differences
As with all my differentiation strategies, I’ll going to differentiate between direct and indirect leads by first defining what a lead is in the first place. So what is a lead? A lead is basically a member of your target audience that exhibits buying behaviors as a result of your lead generation activities.
What is a Direct Lead?
A direct lead is one that is generated as a direct result of lead generation activities on Facebook or any other platform. Usually, a direct lead is initially identified as part of your target audience at the beginning of a lead generation campaign.
What is an Indirect Lead?
An indirect lead on the other hand is a lead that is not generated as a direct result of your lead generation activities or campaign. An indirect lead arrives on your landing page either as a referral from a direct lead, or even without being aware of your campaign.
5 Key Differences between Direct and Indirect Leads
Direct lead generation takes a more conscious and planned approach to generating leads. With direct lead generation, you have to specify your target audience and structure your lead generation activities to fit their needs. In direct lead generation, you target a specific demographic using a customized message. Indirect lead generation on the other hand is not based on any planned or targeted lead generation activity. However, indirect leads might occur as an indirect result of your lead generation activities on social media. The fact is that for indirect lead generation, you’re actually not consciously trying to sell anything. People just enquire about your business based on your activities.
When it comes to direct lead generation, you have total control over your lead generation activities. You’re responsible for deciding the kind of leads you what to generate and how you want to generate them. Indirect leads on the other hand are beyond your control. With indirect leads, you have no idea when they’ll come or even how. An indirect lead might even be outside your target audience.
Direct lead generation takes a more cost intensive approach when compared to indirect lead generation. In fact, indirect lead generation costs next to nothing because it isn’t a conscious effort to sell anything. In direct lead generation you have to spend money on research, planning and most especially, execution of your lead generation strategies. However, with indirect lead generation, people just become leads based on the everyday valuable content you push on social media and online generally.
Direct lead generation is a faster way to generate leads for your business when compared to indirect lead generation. This is because you have control over the timeline you want to generate your leads. However, with indirect lead generation, it’s a matter of “whenever they come”.
As I earlier mentioned, with direct leads, you can generate leads in a very short period of time. The implication of this is that you’re most likely to have leads that know very little about your business. However, for indirect leads, you have people who come to your business because of the perceived value they believe you offer. These people don’t just come to your business, they’ve been exposed to the value of your business either by your content or by your over activities online. Based on this fact, indirect leads are more likely to be loyal customers than direct leads who are still trying to grasp the value your business has to offer them.
CHAPTER 2.3: Importance Of Videos In Facebook Lead Generation
In 2013, Facebook announced that it was testing new video features on fan pages. The result is that that they discovered that videos proved to be a “richer storytelling format for advertisers”. Facebook also stated that “Compelling sight, sound and motion are often integral components of great marketing campaigns, particularly when brands want to increase awareness and attention over a short period of time”.
The question that arises from the discovery by Facebook is why? Why is video such an important part of any marketing activity on Facebook? The answer to this question is more psychological. Human begins are highly visual beings. We are able to absorb information faster using visual means. About 90% of all the information transmitted in the human brain is visual. Amazingly, the brain processes visual content 60,000 times faster than text!
Asides the fact that there are over 3 billion video views on Facebook each day; here are some other reasons why videos are a vital part of Lead generation on Facebook:
Videos are great for engagement because unlike many other media forms, videos engage two of the five senses including sight and hearing. Videos present an interesting way of telling your audience about your product. Based on a research by Wistia, videos under 1 minute get up to 80% viewer retention even up to the 30-second mark. On the other hand, videos that are 2-3 minutes in length get about 60% viewer retention. 5-10 minute videos still command over 50% retention halfway through the video. This research by Wistia shows that shorter videos are better for engaging your audience and generating more leads.
76% of businesses say that videos give good returns on marketing investment. Videos might be one of the most expensive content forms to produce, but they guarantee very high returns on investment. However, just creating a video for lead generation doesn’t guarantee you high returns on investment. The main difference between a video that generates high ROIs and one that doesn’t is content. The content of your video is even more important than the quality of your video. You can ask Pepsi.
High Mobile Conversion
More people access social media platforms like Facebook using their mobile phones. In fact mobile users are most likely to pay 1.4 times attention to ads on mobile than on TV and desktop. The reason for this might be that people can watch videos on the go. Moreover, the more likely your audience is to watch a video of your how your product works, the more likely they are to enquire about your product.
Videos can explain basically anything in the most memorable way when compared to other forms of content. Given this fact, it’s no surprise that 45% of businesses have an explainer video of their product on their homepage. Moreover, videos also command a lot of social shares on Facebook. One important fact to note is that videos that appeal to emotions rather than the head, are most likely to generate shares on Facebook. So if you’re looking to generate massive leads using videos, you have to aim for a video that is both informational and emotive.
Better Conversions And Sales
Given all these benefits videos bring to lead generation on Facebook, it’s no wonder that the end result is better conversion and sales. As earlier mentioned, human beings are highly visual beings. A lot of the decisions we make are based on the visual information passing though our brains. The visual nature of videos helps relay information and stir up the emotions that turn prospects into leads.
CHAPTER 2.4: How To Create Powerful Facebook Lead Generation Ads
The Facebook platform is always evolving to make businesses activities easier and more effective. One of the most interesting features introduced by the Facebook platform is the Facebook Lead Generation Ad.
How Lead Ads Work
Leads ads allow potential customers to sign up for the product you’re offering. When these customers sign up, you get accurate contact info to follow up with them. How does this happen? When customers click on your lead ad, they will see a form that’s already filled with info they’ve shared with Facebook—like their name, number, or email. The great thing about this form is that it is mobile-device friendly and designed for the least amount of typing possible.
Lead ads make it easier to follow up on prospects and turn them into loyal customers.
Potential customers who see your ad on Facebook can sign up for more info or request something from your business—like price estimates, newsletters, product demos, test drives and much more. All these features of lead ads mean that you can tackle whatever objections or queries your prospects have before they turn to cold leads.
Advantages Of Lead Ads
- High Mobile conversion
- Customizable forms to capture important customer info
- Higher inquiries, email subscriptions, sign ups, applications, registrations, pre-orders and more
- Higher lead generation capabilities
- Powerful targeting metrics
Elements Of An Effective Lead Generation Ad
- Great customer relationship strategy
- Effective auto responder mechanism
- Relevant image
- Catchy Headline
- Clear explainer text (usually 90 characters so make the most use of it)
- News feed description (30 characters so make this count more)
- Clear CTA
Steps To Creating Powerful Lead Generation Ads
State Your Goals
A lot of people just delve into lead generation on Facebook without a written statement of the goals they want to achieve. Making sales isn’t a clear enough goal if that’s what you’re thinking. You have to make a detailed statement of what you want to achieve with your lead generation ad. Do you want to get 10 viable leads after your ad? State it on paper so you’ll know exactly what you want to achieve.
Define Your Audience
Facebook is world on its own. Delving right into lead ad creation without first defining your audience definitely isn’t the best idea on Facebook. In fact a lot of ad resources go to waste on Facebook due to poor targeting. This happens because the advertisers don’t define their audience until they’re setting up their ads. When it comes to lead generation, the more specific your audience, the more likely you are to actually generate viable leads. Define exactly who you want to reach with you ads before ever setting up your ads.
Define Your Budget
Facebook might be one of the cheapest platforms for generating leads for your business, but it could quite easily become very expensive if you don’t define your budget. I acknowledge that Facebook has a feature which lets you define your budget while setting up your ads. However, I believe that some decisions should be taken before setting up ads. Decide on an appropriate ad budget in comparison to your lead generation goals before setting up ads. This way, you’ll avoid spending too much or too little in comparison to your lead generation goals.
Set Up Your CRM Mechanism
If you’re going to turn your audience into leads, you had better have a CRM mechanism that can capture their attention in a matter of seconds! Remember that the main reason for capturing leads is to turn them into actual paying customers. Having a good CRM system in place will ensure that you not just capture leads, but will also give you the time to actually convince them to become customers.
Set Up Ads
Finally, you can set up your ads. The great thing about social media advertising platforms is that they’ve made it very easy to set up ads by giving you mini tutorials every step of the way. Ad set up on Facebook start at Facebook Ad Manager. You’ll need to enter you campaign name, define your target, choose your format, create your lead form and of course set your budget. This will be a breeze for you if you’ve taken the steps before this. Also, you have to pay attention to your lead form. Create a lead form with questions relevant to your business.
CHAPTER 3.1: 6 B2C Lead Generation Strategies That Bring Excellent Results
CHAPTER 3.2: 4 Powerful Tools To Measure Facebook Lead Generation Performance
CHAPTER 3.1: 6 B2C Lead Generation Strategies That Bring Excellent Results
Businesses that want to generate leads have to take a cue from global businesses like Coca-Cola. These global businesses are favoring online mediums as a way of engaging in effective inbound marketing and generating viable leads. Many network marketers and real estate managers are also turning to lead generation develop relationships that grows into leads.
What are some of the effective lead generation strategies businesses are using to reach out to their customers today? Here are six of the most effective I’ve found:
Every serious brand knows the role of content in building an effective business presence online. Content has been named among the top internet marketing trends over and over again. I believe that content is single handedly the most powerful B2C lead generation strategy online. The fact is that if you’re a business that offers consistent valuable information to an audience, they would most likely turn to you when they have an issue in your niche. When it comes to having a killer content strategy, the two factors that must be in place is consistency and value.
Email List Building
Email list building is another powerful B2C lead generation strategy you can use to take your business to the nest level. What makes email list building so powerful? Your visitors may come to your website and find tons of great information but with the large number of website an average internet user visits per day, they’re most likely going to forget all about your awesome website. However, if there was some form of connection, a means to keep reminding them, your business can become top of the mind when they’re looking for solutions in your niche. Email list building is gives you the opportunity to build that valuable link between you and your target audience.
Optimized Landing Pages
Landing pages are one of the most common B2C lead generation strategies. This strategy is popular among experts for very good reasons. Landing pages are a great way to showcase what your business is offering in the best light. A landing page is basically a webpage you can direct your visitors to while running a lead generation ad. Lead generation landing pages are often built to capture the data of your target audience. This allows you to connect with them over and over again. Some great features to get more conversion from your landing pages include free giveaways, vouchers, free consultation and a free trial. Don’t forget that your landing page design also plays a role in improving your conversion.
Social Media Marketing
Social media marketing is the bull’s eye of lead generation online. Social media amplifies your lead generation activities and increases peer to peer shares. Social media marketing is also a very cost effective way to generate valuable leads for your business. The great thing about social media marketing is that it takes you straight to the heart of consumers. Social media marketing offers some great benefits like brand awareness, credibility, higher customer engagement and many more. The key to generating lead effectively using social media marketing is starting with a social media marketing plan. Social media marketing is massive and rushing into it can prove very detrimental. I always recommend contacting a professional, if you’re unsure of your social media marketing skills.
Another great lead generation strategy for B2C lead generation is the referral strategy. Referral marketing has shown over and over again to be one of the best forms of marketing and lead generation. The referral marketing strategy is also known as word-of-mouth strategy. This strategy is so powerful because it is independent of the brand rather; customers share the benefits of your product with other customers. One of the best ways to have an effective referral strategy that generates massive leads is by providing value and rewarding customers for referring other people. This strategy works like magic.
Cold calling is another favorite of mine. Cold calling isn’t just lead generation for the shy business man. Cold calling has been helping businesses generate leads possibly since the existence of mankind. Cold calling has to do with reaching out to your prospects directly through their contact info. You can cold call online or offline. Online cold calling can be sending personal messages on social media or email. Two things are vital for making cold calling work: narrowing your prospects and creating a call script that packs a punch.
CHAPTER 3.2: 4 Powerful Tools To Measure Facebook Lead Generation Performance
Lead generation is nothing without measurement. You need to measure to actually know if you’re generating leads effectively or not. In this section, I’m going to be sharing with you some great measurement tools for your lead generation on Facebook.
Kissmetrics is an online analytics and conversion tool for optimizing marketing. Kissmetrics analyzes users' interaction with your website over time. Kissmetrics is a measurement tool that will help you get great insights on how your business is interacting with users online. Kissmetrics also connects sessions of your audience activity across various devices and time. This tool gives great insights with special regards to the patterns within your audience segments.
You can also gain valuable insight into your revenue data with Kissmetrics revenue report. It'll show you all the channels that are bringing you money, lined up next to each other for comparison. Kissmetrics will help you know what works well with your audience via its A/B testing. One of the best benefits of Kissmetrics is that it will help you segment your traffic to identify the best audience and then grow that ideal audience into valuable leads.
Facebook Insights is another powerful tool for measuring your lead generation activities on Facebook. As an admin on a Facebook page, you have access to all the data of activities on your Facebook page. Facebook insights can help you see the engagement metrics for each post. This will help you understand which posts are best for your lead generation activities. What more? Facebook insight separates the activity on your page into organic and paid activities. This will make it easier for your to separate direct from indirect leads.
Facebook insight further provides metrics on video views, actions taken on your page and the reach of your posts. Facebook Insights will help you determine the best time to post and what type of content is most popular. These insights will help you know which lead generation activities to dedicate more time and resources to and which you should stop entirely. Another great thing about Facebook Insights tool is that it is constantly updated to reflect developments on your page. This means real time insights and measurement of all your lead generation activities.
This is another great platform that provides features to help you know exactly how your brand and your business are doing on social media. Simply Measured is a widely used analytics tool by small businesses and large corporations alike. SimplyMeasured takes analytics to the next level by giving great insight on what your competitors are also doing online. With SimplyMeasured, you identify influencers within your audience. These are people who help attract or generate high traffic.
By identifying these influencers, you can focus your lead generation strategy at converting them into paying customers. When this happens you can be sure loads of referral traffic from these influencers. SimplyMeasured analytics derives its data from the total information gathered and delivering them as Excel reports or in PowerPoint. SimplyMesured helps you measure B2C lead generation by giving you detailed analytics and reports on your social media performance, online campaigns and even keyword mentions by your target audience.
Cyfe is also another tool used by both small to large businesses from all industries to measure online activities. Cyfe is a cloud-based solution that brings together various monitoring dashboards together in one centralized platform. This tool is especially great for lead generation measurement as it supports a wide range of monitoring processes through the use of integrated third-party widgets, custom widgets, and a push API. Your Cyfe dashboard can be shared with clients, or management team based on access permissions specified by you.
Cyfe also allows you to monitor competitor search and web traffic figures across platforms. This will help you to be aware of the type of content to put out and how often, among others. The great thing about this monitoring and analytics tool is that it delivers actionable business insights in real time. Cyfe helps you measure and coordinate your lead generation activities across platforms. This makes for a more synchronized lead generation online.