With over 2 billion internet users, where can small business owners go to find potential customers for their product? Thanks to online communities such as Facebook, Instagram, Twitter etc, it’s pretty easy to reach your target audience while they are going about their daily lives.
According to Hubspot; “Facebook captures about 10% of all internet visits, with visitors spending an average of 28 minutes on the site. Even more revealing 50% of Facebook Fans prefer brand pages to company websites.”
So you’re probably wondering if you should give up on your website and focus on Facebook as your business hub. I would advise not to because even though Facebook has a lot of traffic it is still quite limiting. Websites generate more leads and sales compared to Facebook. You also do not have control of Facebook’s algorithm, they can decide to shut down Pages or choose to discontinue a particular feature that is key to your marketing goals.
Do not build your business on a platform you can’t control. With your website, you can style it and add any feature you want. It would be wiser to use Facebook as a marketing strategy to drive people to your website.
We all want more traffic on our pages because the more people know about your product or service, the more likely you can make a sale. But with over 50 million pages on Facebook, how do you set your business apart?
The Type of Content You Should Post
One of the most common quotes in the digital marketing kingdom is “Content is King.” Content isn’t part of your Facebook strategy, CONTENT IS YOUR FACEBOOK STRATEGY. Without content you won’t be able to;
- update your status
- post photos and videos
- share tips and information with your fans
Like I always say, come up with a content strategy and buyer persona before you start your digital marketing journey because they will give you focus and direction.
So, what sort of content should you post?
1. Tips and Tricks
Creating valuable posts on tips, how tos, etc that keep your fans informed and help them solve problems will not only keep them coming back but also boost your Facebook engagement . Share posts your fans would easily resonate to.
2. Blog Links
Posting snippets of your blog not only engages your Facebook community but also improves your search engine ranking. Google loves fresh content and displays them higher up in the search results. Posting links to your blog will help drive traffic from Facebook to your website.
3. Success Stories/Testimonials
People will purchase your product when they know someone else has used it to their satisfaction. Posting testimonials from your previous customers will help build trust and credibility between you and your Facebook fans.
4. Quotes and Jokes
The easiest way to grab the attention of your audience is to post quotes and jokes. These don’t always have to be around your industry. Out of every 10 quotes/jokes you make, about 4 can be on a general theme your fans can still relate to. I love to post motivational quotes because it keeps people invigorated. People share, like and comment on quotes and jokes more.
5. Images and Video
Did you know that;
- Only 20% of text is remembered
- 90% of information transmitted to the brain is visual
- Colour images increase willingness to read by 80%
- 40% of people will respond better to visual information than text
According to analysis by Web Liquid, Facebook posts with photos have the highest user engagement than any other post. Videos add variety to your page and involve a longer commitment from your audience. Make sure you post visuals with high quality and which contain valuable information that will be worth the viewer’s time.
6. Pose Questions
Asking your fans questions is the easiest way to get their opinions on a topic or your product. It is a good way to get comments though they do not get as much likes and shares.
How To Direct Web Traffic from Facebook Through Lead Generation
One has to have a need for your product before they purchase it. A lead is someone who has interest and authority to purchase your product. They may be interested and have the means but may not require it at this time or they may not have the means at the moment but would love to purchase your product. These are why nurturing leads are very important.
How To Generate Leads from Facebook
There are two ways to generate leads from Facebook;
- Direct Leads
- Indirect Leads
Direct leads are generated by sharing content that links back to a form on your website. This form is used to collect personal information, such as emails and phone numbers, in exchange for an offer such as a free e-book, coupon, etc. These information collected will be used to re-target people.
Indirect leads are generated by using Facebook as a path to make sales. Example, posting content with a call to action to a landing page on your website. Here no personal information is collected.
Here are a few ways to generate leads from your Facebook;
1. Employ a Call-to-Action
CTAs are images, buttons, or messages that make your fans take some sort of action. Using a cover image telling a Facebook fan to visit your website or button on your Facebook page is a good way to generate a lead from your Facebook.
2. Include links with visuals
Take advantage of the fact that photos have more likes than the average post by including links back to your website in the captions. This will give you a higher click through rate than just posting a link.
3. Host a Facebook Chat
A Facebook chat is a virtual gathering of people to discuss a common topic. You can use a Facebook chat to bring fans together around a topic you think they can relate to. Whenever a question asked can be answered with a blog post or page on your website, use the opportunity to share your link.
You can also participate in chats relating to your brand. Answer questions by posting links to your website but avoid spamming people so you will not be kicked out.
Using the methods listed above you can use Facebook to generate leads which you can direct to your website. Make sure you have a way of collecting personal information on your website so that you can reach them directly.
Do you know of any other way to generate leads or direct traffic from Facebook to your website? Please list them in the comment section below.