Facebook Is Still A Viable For Lead Generation!
The original article below provides an excellent example of a Facebook post directly responsible for a lead. To show this is not an isolated example, I caught (through social monitoring) a post I wrote and published for the same client on March 29th of 2016 generate a lead more than 3 months later!
What makes this example an even better testament to the value of Facebook:
- The link shared was NOT from my client’s website.
- The original post was not ‘boosted’ or part of a paid ad.
- The original post had very poor initial reach.
Yesterday I posted an article to Facebook for a B2B consulting client, Darling Geomatics.
It included a quick snippet, a link to an article run by the Sierra Vista Herald written about a particular project they recently completed and a thank you. The post itself was completely non-promotiona. No CTA. No “how could this help you?” Just a simple informational post.
After allowing the post to ‘run its course’ for a few hours, it was strategically (and inexpensively) boosted through targeting. Just 20 hours later it has:
- 44 likes
- 2 shares
- 5 comments
- An organic reach of 404
- A paid reach of 2851
- Has generated 2 new likes
- It resulted in a request for services:
Keep in mind that this is for a local business with only 355 Likes prior to the post!
Why did this post work?
That’s hard to assess and on quite honestly know why. I’m not sure I could even duplicate it on purpose. It could simply have
been the right post, the right targeting, and some dumb luck. The point though – social and specifically Facebook – can and do still generate direct leads and sales when used properly.
Without question Darling Geomatics’ approach to how they use Facebook creates the foundation for such successes:
- The strategy for the page (and all of their social profiles) is branding and to be informational and educational around their services, not promotional.
- The content is quality. Consistency and regularity may be critical but quality content still trumps both if you have a loyal following.
- Following: It’s not bought. It’s been earned through what they post and their reputation. Page growth is primarily driven by offline channels.
- Paid advertising (boosting) is limited and strategic.
- Tactical engagement (how and when they engage)
- It was posted based on the optimal time according to their insights and my experience monitoring when they see their best engagement, NOT at a time the ‘experts’ say is optimal.
Does Facebook generate leads for you?
Most overlook the platform, though, based on the notion it’s not where the decision maker is active. There are 2 issues with the thought process.
First – you’re focused solely on the decision maker. Ever wonder who influences the decision maker? It could be a lower level manager, the office manager or even his or her spouse. Back in the day, to get in the door, I ‘sold’ the office manager. I let them sell the person controlling the checkbook. I focused on the influencer.
Second – Facebook, more so than any other platform, is a social destination. It’s where people go to hang out, keep up with friends and family and look for referrals/advice. Small business owners are present on the social media site. They’re employees certainly are.
A few final notes
- Make sure you have a monitoring system in place or having a reputable firm doing it. Once a lead comes in, your timing in how it’s handled can make the difference between getting and losing the sale. In this case, the comment was initially acknowledged and responded to within 38 minutes. That allows time for a follow-up later without the client thinking they were ignored.
- While you should not look to social channels as a sales tool and not every post will perform this well, a good strategy, smart posting tactics (that do not revolve around ‘expert’ generalizations) and monitoring works.