Most marketers know that Facebook is more than just another social media platform. It is an essential business tool for companies of all sizes and industries.
With a daily active user base of over 1.8 billion (98.3% or 1.73 billion of that on mobile alone), you know Facebook can help you reach new audiences that you might not otherwise have reached.
Facebook can also help you make searches easier, build a community around your business, promote the content you create, and develop a strong brand identity.
But what about Facebook for lead generation?
Acquiring new leads through Facebook – leads that potentially turn into paying customers – is one of the most fascinating reasons to use Facebook marketing. However, many marketers still don’t use Facebook to source leads. If you are such a marketer, you will lose thousands or millions of potential customers.
Even if you are currently generating leads on Facebook, we could all probably use a little boost in our lead generation efforts. That’s why we created this guide.
To make sure we’re all on the same page, let’s start with what a lead is (and what isn’t) and the two types of leads you can generate on Facebook.
What is a Facebook lead?
A lead is a person who has expressed interest in your company’s products or services by providing their information to you in some way. A lead can show interest in several ways: by filling out an e-book download form, requesting a demo, or completing an online survey.
Unfortunately, if you just like a status update, photo or video on your Facebook Page, it’s not a reason to become a Facebook lead. This type of promotion doesn’t show any interest in your business or product / service as it is possible that they only liked your post because it featured a cute puppy, you know?
Below are the two types of leads you can capture on Facebook and their differences.
The 2 types of leads you can capture on Facebook
There are two types of leads you can generate on Facebook: direct and indirect leads.
Don’t miss this live virtual event with Facebook and HubSpot to grow your Facebook business faster than ever.
A Facebook direct lead is generated by sharing content that links directly to a lead form on your website. Visitors then exchange information for an offer – be it an e-book, a voucher, an infographic or other content. This form is usually located on a landing page dedicated to that particular offer.
Indirect leads are generated on the way to conversion with the help of Facebook. For example, if you share a blog post with a landing page call-to-action at the bottom of the post, your initial Facebook share will indirectly drive visitors to that landing page.
While direct advertising for landing pages provides instant gratification to the leads generated, providing relevant content without a form makes your Facebook presence a friendlier home for content that your target audience will want to return for again and again.
In the section below, let’s look at a few ways to generate both indirect and direct leads.
How to Generate Leads on Facebook
Lead ads are arguably the most popular tool on Facebook for generating leads. These are posts that are sponsored by your business and appear in the news feeds, stories, marketplace, and other areas of your audience. These ads are aimed at Facebook users who are most likely to be interested in your business based on the behavior they display both on Facebook and outside of it. Once a user clicks on a lead ad, they’ll be asked to fill out a form and send contact information to your company.
Your Facebook posts likely caught your audience’s attention in the first place. These can be one-time posts or a special campaign that brings viewers back to your website or Facebook page. You can include a link to a form in the actual post or direct users to a landing page where they can submit their information.
Facebook Messenger is like a built-in live chat feature for your Facebook page. Users can reach out to you in a private 1: 1 conversation and ask questions about your brand and products.
Don’t have time to manage a live chat channel 24/7? No problem. You can install a bot on your side to respond to customer inquiries.
Whether it’s a bot or a person, your team can use Facebook Messenger to drive interested visitors to your website and landing pages so they can convert prospects into leads.
Does your company host an annual networking event? Maybe has a charity or fundraiser that users can donate to? Share it on Facebook.
The Events tool allows you to create dedicated pages for your upcoming events. Your audience can sign up, fill out forms, and become leads while you sign up for your event in one place.
Facebook Live Video
If you’re looking for a more spontaneous approach to lead generation, check out Facebook Live Video. Live Video creates a real-time public stream that your audience can see on their news feed. Viewers will respond and comment on your video as it plays, and you can use this platform to drive potential customers to your marketing content.
For example, if you’re working with a local celebrity on an upcoming street race, you could ask them to go live on Facebook and show your followers what they’re doing to prepare for the race. This not only gives people a behind-the-scenes look at the race preparation, but also draws attention to your event.
When your video is over, the recording will still be available on your Facebook page. This will allow people who may have missed the live version to access the recording later.
Stick to our road race example and let go of your race with no problem and it was a huge success. Your marketing team was there all the time, taking photos and capturing the most exciting moments of the day.
The marketing team didn’t just take photos for fun, however. You plan to reuse these images as lead generation content on your Facebook page.
How? For starters, you can post a photo album on your company’s timeline. This album would show followers how much fun and excitement there was in your race, and it would motivate people to sign up for your next one. Now all you have to do is include a link to your website in the comments and you will be generating new leads in no time.
These are just a few ideas on how you can use Facebook for lead generation. Read on to learn how you can use this platform to generate leads for your business.
12 ways to generate leads on Facebook
Now let’s examine a few ways you can capture leads, whether they’re direct or indirect.
1. Publish offers landing pages directly on Facebook.
One of the best lead generation ideas on Facebook is sending people straight to a landing page with your offer. (If you don’t have a lot of lead generation offers yet, check out this blog post for ideas.)
If you do, make sure that the listing has a compelling picture that will be included in the Facebook post. To make sure that Facebook pulls the correct image from your blog post into your Facebook posts, you need to optimize the image size and add the correct open graphic tags to your website. Here’s how to do it.
You should also make sure that it is clear to the reader where you are sending them. If they think they have to click on a blog post and fill out a form, they can become confused or frustrated.
Use phrases like “download your e-book” or “get your cheat sheet” to indicate where to send them and what action to take.
Here is an example from Sprout Social’s Facebook page that has a “Download this toolkit” CTA.
In addition to using clear language, you may want to remove the photo from that image in favor of your custom image. Even the least design-savvy marketers can easily create a custom image in PowerPoint or Canva that includes the listing name, as we did in the example below. (Click here to browse and download our collection of 100 free social media image templates.)
2. Publish the blog posts that generate the most leads.
Another way to generate leads from your content is to choose and publish the blog posts that generate the most leads. (Learn how to run blog lead generation analytics here.)
The subject and title of the blog post will encourage your audience to click and read, and then they’ll find a CTA on that post – preferably high up, near the intro – either to find a solution to a problem they have or have something they want to learn more about.
Pro tip: Our social media managers have found that they can generate more leads from Facebook by posting blog posts with anchor text CTAs in the introduction. If you are new to using anchor text CTAs, then you should read up on the study we conducted on anchor text CTAs and consider doing the process yourself. In every post we tracked for this study, the anchor text CTA was responsible for 47% to 93% of a post’s leads.
Here is an example of a post from our Facebook page that links to a blog post that has an anchor text CTA in the introduction:
And here is the anchor text CTA, indicated by the red arrow. The blog post has a pop-up asking readers to download a free report with more social media stats.
3. Add landing page links to your captions.
Most marketers know the importance of using images like videos and videos in their Facebook strategy. For example, Facebook posts with pictures have a higher engagement rate compared to posts without pictures.
To convert these higher engagement rates into lead generation opportunities, consider including links to your website in the descriptions of your pictures – especially in your profile picture and cover picture descriptions.
Whether it’s a blog post, some of the Lead Gen content, or just an “About Us” page, links will help your audience get to know your company better. And the descriptions of your profile picture and cover photo are prime real estate to do that. That way, people can access the download link every time they view your cover photo directly.
Make sure to shorten your links and add UTM codes so you can track clicks on them. Cut and track features are available in the HubSpot Marketing Platform and with tools like Bitly.
Here is an example from the Social Media Examiner’s Facebook page:
4. Use videos to promote lead generation offers.
Facebook’s organic reach dropped to around 5.2% in 2020, a massive drop from 52% in 2016 thanks to improvements in the Facebook algorithm.
Without creating a Facebook ad, it will be almost impossible for your audience to see your content. To get as much engagement as possible, marketers have turned to video.
Why? For starters, the Facebook algorithm prefers video content. As a result, video posts have an average engagement rate of 0.26%, which is higher than the engagement rate of other post types.
So if you’re trying to step up your lead generation efforts on Facebook, consider using videos on your Facebook Page to showcase and promote your content, whether it’s deals, events, courses, or something else .
In addition to the text CTA that you can include in the description of the video, you can also include a verbal “register” or “download” CTA, both earlier in the video and at the very end.
Watch how L. L. Bean used a video to encourage enrollments for his course:
Here’s another example from us here at HubSpot where we used a how-to video to showcase a gated listing:
We’ve also created videos specifically to encourage lead generation, as we did here for our career assessment titled The Next Five:
5. Use Facebook Live Videos to remind people to register.
Making videos can be very time consuming, not to mention intimidating. However, you don’t necessarily have to spend the time and resources to create a perfectly scripted and edited marketing video that harnesses the power of video on Facebook – especially if you’re a small business.
Facebook Live is a feature that allows anyone to stream videos from their mobile device directly to their Facebook news feed. The best thing about these live videos is that they are meant to be a little scratchier and more spontaneous than regular marketing videos – which makes them more authentic and personal.
Get the conversation started about your lead generation offers by creating a live video to promote them. You can promote an event by viewing the setup live, for example. Or you can promote a listing by hosting an open Q&A on a live video where you interact with Facebook commenters live and on camera.
Just like your standard videos, add a verbal CTA to the video in addition to the text CTA. However, in a live video, you’ll want to repeat this CTA even more than you would in a recorded video. Why? Because when you first start streaming live, you may not see people. Even in a few seconds, you could only have a handful of viewers.
If people find your video in their news feeds, they’ll join in – but that means you’ll want to repeat the CTA a few times to catch up with people. You can also add a text CTA to the video description.
6. Pin posts associated with lead generation offers at the top of your feed.
Pining a post to the top of your page’s timeline allows you to highlight and showcase what would otherwise be a typical post. It stays up on your timeline for up to seven days. After that, it will revert to the date it was published on your page’s timeline.
You can identify a pinned post with a unique pinned post mark at the top of the post. Any post you want to pin should be valuable to your audience and relevant to your online goals.
Here is an example from Apttus’ Facebook page:
You can pin any type of post, from text to images to videos, even live videos. When you pin a Facebook Live video, that video will simply be displayed at the top of your profile with the entire recording to indicate that the page was “live” at a specific time.
Here is an example of what this looks like on Refinery29’s Facebook page:
7. Add a CTA button to your Facebook page.
Adding a relevant CTA button to your Facebook page is an important lead generation tactic that no marketer wants to miss out on.
At the end of 2014, Facebook added a function to its business pages that allows users to place a simple call-to-action button at the top of their Facebook pages. Simple but powerful, this button can help drive more traffic from your Facebook Page to your website – including landing pages, contact sheets, and other lead generation forms. Here’s how to install and use the Facebook CTA button.
You’ll find that you have 17 pre-made button options to choose from. These options include Sign In, Shop Now, Contact Us, Book Now, Use App, Watch Video, and Play Game.
Once you’ve selected a button and linked it to a page on your website, it will appear in a permanent location just below your cover photo and to the right.
While some marketers will pick a CTA and keep it the same for weeks and months, you should take your marketing game one step further and modify that button – and the webpage it links to – based on the goals of your team and business campaigns, that you are currently running.
For example, you can align the CTA with your cover photo design and a pinned post for a single campaign
8. Ask your Facebook audience for input about your products.
You can feed two birds a scone (as my colleague Carly Stec would say) by posting a status update to get feedback on your products / services and then linking to a landing page where users can test your tool for free.
You encourage sign-up by linking directly to the landing page, and your followers will love the opportunity to give their two cents.
The obvious risk is that you will open the floodgates to negative commentators. So choose the tools and products that you publish for feedback.
Make sure you post something that you are proud of and want to get feedback on. You also want at least one or two people to be willing to respond to Facebook comments when they come in – both positive and negative.
If you do receive negative feedback, respond as soon as possible to show that you care and prevent it from becoming anything more serious. If you receive complaints about the product, use the “customer is always right” approach and apologize.
You are respected by other customers for being upfront. Share your appreciation for people’s feedback. Finally, ask how you can help – and then actually help. Take notes of the feedback you receive and send it to the people who can make it happen.
(This post has more tips on how to deal with negative comments on social media.)
9. Run a contest or giveaway.
People love contests and freebies. Not only are they fun, but they can teach you a lot about your audience – all while engaging them, increasing your reach, driving traffic to your website, and (drumroll please) generating leads.
Since your giveaway is aimed at generating leads, you need to post posts that have an attractive picture or video, a compelling and straightforward copy, and a link to your giveaway page where they can fill in their details on your lead forms.
Read this post to learn more about running successful social media contests.
(Before starting your Facebook contest, however, make sure you can legally run it by reading the site guidelines. Facebook has cracked down on contests due to liability issues, so read the strict rules ahead of time.)
Below is an example from Zeamo’s Facebook page:
And here’s another example, this time from Yoplait. It was promoting its contest with a video to get more visibility on people’s news feeds. And you can say that the competition was a success considering how much engagement the entry received.
You can also expand your freebies to other platforms like Instagram and Twitter.
10. Create a Facebook event page for your next webinar.
While sharing landing pages with dedicated content offerings is effective, webinars are another great format for capturing leads. You can promote your webinar registration form by posting it on your business timeline. Another way to get the word out there is to create a Facebook event with a separate registration page on your website.
Once you’ve invited someone to a Facebook event, you can encourage them to register on a separate page where they’ll become a lead. In order to reach new target groups, Facebook events are also more visible than standard posts in the news feed.
Facebook has also added new features that businesses can use to promote their events and see how they perform. For example, you can create ads for the desktop and mobile news feed to raise awareness of events and drive responses.
If you are a frequent host of events and webinars, you can also use the Events tab on your Facebook page to share them with your followers in a single view. This allows visitors to your page to scroll through your upcoming events and webinars. (If you don’t see the tab on your page, click Manage Tabs at the bottom of your tabs and rearrange them so events are one of the first to appear.) Check out this blog post for more tips on hosting great webinars .
11. Run targeted ads to increase the reach of your content.
One of the best things Facebook can do for your business is expand your reach to new audiences by running a targeted lead generation advertising campaign.
Thanks to Facebook’s sophisticated targeting options, you can create ads that target people based on their location, age, gender, interests, and even activities outside of Facebook.
There are three high-level formats for Facebook ads that I’ll cover here: reinforced posts, right column ads, and newsfeed ads.
The main difference here is in the placement of the ad and the amount of writing, as well as the size of the images they allow.
- Boosted Post: In this way, Facebook marketers are letting marketers turn otherwise normal Facebook posts into ads by “boosting” them. The post will be displayed organically to some users. However, for better reach, the administrator presses “Boost” (only for administrators, not for other users) to reach a larger number of fans and goals that you can choose in advance.
- Displays in the right column: This is the most traditional ad placement that turns a user into a Facebook lead. The ad will usually appear on the right side of a user’s news feed. When using these ads, you’ll often see lower-cost clicks and conversions, as well as advanced testing options.
- Newsfeed Ads: These are displayed directly in a user’s news feed and are more similar to native advertising. However, you can also add a small CTA button. They are part of a tactic called “dark posts”. This means it will use newsfeed-style ads that will not appear in your page’s newsfeed. In our experience, these ads have a higher engagement rate than the right column ads (which makes your page look very healthy), but they can also be more expensive.
While we’re not delving into Facebook advertising too much (download our Facebook advertising e-book if you want to learn more), here are two examples of Facebook ads on users’ news feeds. This first post is a reinforced post aimed at people based on their Facebook connections:
This second ad is a newsfeed ad that allows you to add a CTA button to the post – in this case, “Subscribe”. These CTAs are only available for newsfeed ads.
Unabhängig von der Art der Anzeigen, die Sie für die Lead-Generierung erstellen möchten, können Sie die Anzeigensoftware von HubSpot jederzeit verwenden, um Ihre Anzeigen über Facebook und andere Social Media-Kanäle in Ihrem HubSpot CRM zu verwalten.
12. Führen Sie Lead-Anzeigen aus, um den mobilen Anmeldevorgang zu vereinfachen.
Als ob das Hinzufügen von CTA-Schaltflächen durch Facebook zu seinen Link-Anzeigen nicht aufregend genug wäre, wurde 2015 eine völlig neue Funktion namens Lead-Anzeigen hinzugefügt, mit der sich Benutzer für Lead-generierende Angebote und Inhalte anmelden können, ohne Facebook zu verlassen.
Facebook hat Lead-Anzeigen speziell erstellt, um den mobilen Anmeldevorgang zu vereinfachen, indem Sofortformulare erstellt werden, mit denen mobile Benutzer ihre Kontaktdaten ganz einfach ausfüllen können.
Warum? Weil die Formulare automatisch ausgefüllt werden, anstatt dass mobile Benutzer kneifen und zoomen und in winzige Formularfelder eingeben müssen. Wenn Sie auf eine Lead-Anzeige klicken, wird ein Formular geöffnet, in dem Ihre Kontaktinformationen automatisch ausgefüllt werden, basierend auf dem, was Sie bereits mit Facebook geteilt haben, wie Name und E-Mail-Adresse.
Sprechen Sie über das Lösen nach einer Form von Reibung. Natürlich können Sie Ihre Kontaktinformationen bearbeiten, bevor Sie auf “Senden” klicken.
Wir werden hier nicht detailliert beschreiben, wie Lead-Anzeigen erstellt werden, da wir bereits einen Leitfaden haben, in dem erläutert wird, wie Sie sie erstellen können.
Wie extrahieren Sie die Leads, die Sie aus Lead-Anzeigen erhalten? Wenn Sie ein HubSpot-Kunde sind, können Sie Facebook Lead Ads direkt in Ihr HubSpot-Konto integrieren.
Wenn Sie kein HubSpot-Kunde sind, können Sie eine CSV direkt von Ihrer Facebook-Seite exportieren, sie vom Anzeigenmanager oder Power Editor herunterladen oder direkt über die API anfordern.
Wir hoffen, Sie fanden diese Ideen hilfreich, um Leads von Facebook zu generieren. Denken Sie jedoch daran, dass sich Facebook ständig ändert. Während die Ideen hier ein solider Start für den Erfolg sind, gibt es nichts Schöneres, als jede Strategie für Ihr Publikum zu testen.