B2B Lead Generation Through Facebook: Here’s Everything You Need To Know!

B2B Lead Generation through Facebook

We understand the basic fact that Facebook plays a vital role in the promotion of your business. It is the only website with the most number of users in the world, hence it can attract the attention of people more than any other social media website can. The potential Facebook has in lead generation is beyond comparison. The recent enhancement on Facebook regarding how the audience is going to see your ad helps B2B that don’t only look for website traffic when their ads run. It has added ‘lead generation ads’ to one of its ad types. Ads do not get you direct big investments, they only get your attention. How that attention converts into a business relationship will depend on you.

Every Facebook account has a section for new feeds which also shows advertisements. This is where your business has to face the challenge of the cut-throat competition and breakthrough in generating a maximum number of leads. Yes, it can help your business and help it grow to the summit of success, but only as long as the business is maintaining the balance in following the rules and avoiding making careless mistakes in the process.

Here’s a list of the Dos and Don’t in the process of B2B lead generation through Facebook:  

Do: Use The Right Display Pictures: Always use a profile picture that is recognizable and pleasing to your Facebook viewers and fans. The picture can represent anything that directly represents your brand, for example, the logo of the company or an image describing the company or the product being advertised the most. This matters when you have a Facebook page too, as all your posts are going to have that display picture. The cover photo has to be directly promoting your brand. The images are what viewers see first, make sure it leaves an impression so to maximize viewers’ engagement as they click around to know more, eventually filling up the lead form.

Don’t: The Content Shouldn’t Be Missing: The About section of your Facebook page should not be left blank. It should also not have too much or too less of description. You must know when you promote your Facebook page, a small preview of the About section is shown in the ad. The page is very important and is always clicked by viewers who are new to your company. This section should have brief and clear details about the company and what it does. The content used in the ad should not be very long. One-liner would suffice, but only those that can draw in customers. It should be warm and welcoming because this is social media we’re talking about, it is recommended not to be too formal.

Do: Target your audience: The targeted audience is expected to match with the images and content of your advertisement. If you’re advertising about something that women would like, you should target only women or most women to get more clicks and viewers. Same goes in the case of location; if you’re promoting your business in New York and are looking for customer engagement from there and around NYC, the audience of the ad have to originate from the places around NYC instead of the whole world. Facebook has options of gender, age, location, etc. to choose from at the time you set up the ad and before it is published so that the ad reaches the right audience from the right location.

Don’t: Keep Posting: Don’t post your ad too often, your ads must come surprisingly once in a while with seasonal or festive offers. Studies have found that companies that post ads twice a day get more responses than those that post 4 to 5 times. This is because you have targeted your audience and the ads you post are going to be shown to the same customers several times, avoiding this would save you from being spammed or ignored by them. Do not waste your time on creating and posting similar posts. Show more creativity with newer ideas of promotions.

Do: Use Analytics: It vitally important if you’re marketing your business, to keep a track of the performance of your page. This will help you build better ads for your future campaigns. You will need to know how many people visited your page so that you can compare them with the number of leads you received. Having these metrics will help you know where you lack and how to cover up. These days marketing agencies use multimedia posts more than images and simple content. It is found that multimedia posts generate up to 94% more traffic resulting in more leads in a very short period of time. A few things you must know:

  • Audience insights and page insights help you figure out who would be your target audience for your future ads.
  • Insights also allow you to be up-to-date with the trends related to your business. You will be able to understand the online behavior of your potential customers.
  • Page insights also provide data such as interactions, comments, views and shares of your potential customers. The more the insights the more the leads you will get.
  • Take for example you have a business of women’s clothing, with the help of insights you will know; how many women in your city buy clothing online and what types of women clothing sell most. The family structure and the age group of those women that buy online, the average income, online interests, etc. With the help of this information, you will be able to design your next ad and target the right audience to get maximum popularity and leads.

Don’t Use a Dummy Account: Facebook doesn’t allow the use of dummy accounts. It violates its terms and conditions. You can avoid mishaps of post publishing by setting up different publishing setting for different employees because Facebook might block your dummy account in case you create one. Setting this up is extremely easy, there is a help page on the website that explains how to do this. Creating a dummy account might also be bad for lead generation, so it’s best to avoid it.

Do: Choose the right time to post: As we talked about choosing the right demographics of organic posts, which means gender, location, age, etc. it is a must to know when to post certain ads. There are strategic times of the day that you should post an ad at. It is quite a difficult task to figure this one out but it is something you have to do for better results of more leads. You will need to take the help of the analytics to find out what will be the right time for you to post ads according to your business. According to some studies, the posts that are published between 1-4 pm gain the most number of click-through rates. Lead generation highly depends upon how you respond to the queries your viewers might have. Value their comments on your posts and take out time to respond to them.

Don’t: Responding Late Can Be Disappointing: Do not respond late to your leads. Your viewers found something in you and decided to write you, take this as an opportunity to build a relationship. Just the way you prefer prompt responses from your business partners and sellers, your viewer would be expecting the same from you. There are studies and surveys showing that more than 50% of your customers will want you to respond within 12-24 hours from when they have posted their query or submitted a lead, in case you don’t respond to them within this time period, they tend to go elsewhere.

Do: Use Paid Budget: We don’t suggest you pay for the promotion of every post on your wall, but make sure you have a paid promotion for ads you’re confident about. These ads can be offers and discounts that other companies as yours is not offering. Try to build unique offers and pay for their promotion.

Don’t: What Might Work For Others Might Not Work For You: For example; If yours is a clothing business, you mustn’t take the analytics and strategies that worked for a home appliance company, and expect them to work for you the same. What we’re trying to say here is, do not make assumptions, always rely on day to day analytics of your own company. If you want your post not to just be piled up on the potential customers’ news feeds, you will have to test your ads yourself and see what works and what doesn’t work for the business.

Do: Build Your Fans: Before you post your ads and advertise it on a paid budget, you will need to build a fan following on your Facebook Page. As you cannot have a paid budget for each of your posts, you will require people to view your other posts and take their help in promoting your business when they share them on their walls. A few ways you can do this:

  • Share your page on other social media websites like Twitter, your blog, LinkedIn, etc.
  • There is also a way you can export your LinkedIn connections to create a bigger audience for your Facebook posts
  • If you have people who comment on your blogs and website you can share your page with them to build a fan following
  • Base a lookalike audience on your page so that customers can like and share it and its posts with other potentials, viewers.

Don’t: Do Not Take Your Audience For Granted: Having a high number of fans will not assure equal amount of sale. Ads and other marketing campaigns are a way you reach out to your targeted viewers, however, only some of them actually respond to you. Many times people see you as a new kind of business and most of the times you are ignored. Do not lose hope, and continue with the marketing, persistence is the key here. Other than this, do not rely only on Facebook ads, make sure you share links to webinars, checklists, and videos redirecting viewers to different landing pages where they could find impressive contents and lead forms.

Do: Always Have An Impressive Landing Page: It is vitally important for your ad to have a landing page. The page must display the lead form and other features of your company. The offers on the ad should be explained in detail with the reason why the visitor should fill the lead form. Also, make sure there are no distractions on that page so that they could only concentrate on proceeding with your ad. You can customize the tabs on Facebook accordingly for this if you’re a LeadPages member.

Don’t: Don’t Be Careless When It Comes To Accuracy and Consistency: Do not assume that inaccuracy is going to be ignored by your viewers. Your accuracy and consistency matter to a great deal in bringing in leads for your business. Accurate contact information and description of your company are mandatory. Make sure the addresses of your business are accurate, the links to the website aren’t broken and no updates are missing. To rank high in the local search engines this information is critical.

The design of your ads is expected to be highly attractive to your potential customers. Here are some tips to get you started with Facebook Lead Generation

  • Your ad must have an image, and the image must be big and unusual
  • The buyer’s personas need to be created. Make sure you highlight prepositions of value
  • The Call-To-Action should have an accurate link, definitely not spam under any condition
  • Visual contrast should be used only if you have an attractive image and an impressive headline
  • The ads you promote must be displayed on the newsfeed
  • It should target only potential customers belonging to certain age groups and locations, depending on your business
  • Always do a graph search and keep a track of analytics to know the performance of your advertisement.

These are some other important factors to keep in mind in the process of B2B Lead Generation:

  • Always have a dedicated landing page. This is critically important. The page should have contents directly relevant to the advertisement
  • A Call-To-Action tab is highly important. The customer should be able to choose the options to call, email, message you, or buy what you have to offer. You should not have too many buttons, as this might instead confuse them. Also, keep in mind that the Call-To-Action button is easily visible and clickable
  • The form that the potential customers need to fill should not have too many sections or ask for too much of personal information. It is found that 85% of your customer will not fill the lead form because of it is tedious and time taking. Apart from this, your form should be encapsulated and where you place the form on the website also matters to a great extent. If the form is towards the end of the landing page you should have a link on the top taking the customer to the form directly, or have the form visible on the first go
  • Show your customers the reason why they should be filling the lead form. Use user-friendly language instead of being too formal or professional
  • There is a difference between features and benefits. Show the benefits is important, but the features should be the priority of the advertisement. Your brand has to have a value of its own for customers to be interested
  • Keep things to the point. Elaborated descriptions and long introductions need to be avoided until you have gained the lead and are marketing yourself personally
  • The offers you make have to sound as a privilege every time to every customer. It cannot be presented to them as something obvious
  • The content on the lead generation page and the advertisement have to be cohesive and consistently be serving the same purpose. The visitor should not feel that the ideas of the two vary in any way
  • The audience you target should be looking for offers like yours. For example, if your business is related to Information Technology and Computers, you cannot target an audience interested in Historical Arts and Crafts, to get a lead for this audience is not impossible but where you would have earned a 10% you would be earning a 2 or 3% response
  • Always make sure you don’t have only one offer to offer. Your customers will always ask you to show them for more options before they choose one. You have to be creative, flexible and negotiating where necessary
  • The advertisement should clearly show the images or pictures of the services of products the customers are being offered. The names and descriptions should be mentioned accurately
  • The landing page of your website should be optimized for mobile devices as well. If it is a discount offer or a limited time offer, you must show the urgency of it on the headlines of the ad.

According to market researchers, out of all the leads generated by a business only 13% turn out of being successful. Now, this is a fact that is directly proportional to the amount of advertisement done. B2B (Business-to-Business) advertising and lead generation go hand-in-hand with B2B buyers and consumers use the same tools for research and shopping online. Talking of which, according to Google’s data, 40% of B2B buyers use mobile devices for business purchases, while according to MarketingProfs, only 3% of the budget of B2B digital marketing is used for mobile digital marketing. It is crucially important for the mobile web interface to be equally user-friendly for the buyers to be able to make purchases conveniently. Keeping these things in mind, here are three simple steps that we at Xoxoday follow to make sure our B2B advertisements on Facebook are a success:

  • Understand and Use CRM Data Efficiently: Your business must have the ability to tap its CRM data, that includes collected personal information such as sales interactions, emails, other social profiles to interact with potential buyers on Facebook and generate leads. The data also helps you categorize your customers. For your advertisements to be reached mainly to customers who would have interest in your offer, you can synchronize an audience of most productive customs to Facebook and build a copy of the audience with location, interests, and demographics
  • Use Facebook Lead Ads: You can grow the volume of leads by asking people to fill out forms and sign-up on your website using mobile devices as well. There are many b-to-b brands who have been successful by using Facebook leads to gain more customers.
  • B2B Success Though Mobile: Every company aims for winning in lead generation and digital marketing, and those that have been successful know the importance of promoting it on mobile devices. The reason why we say this the increasing popularity of the usage of mobile devices for purchases online, over computers. Advertising on Facebook acts as a fuel to the whole marketing project because of its billions of mobile devices users.

Talking about having billions of users, Google might have crossed your mind too. Here’s a brief comparison of both in terms of advertising to make you more confident towards Facebook.

  • The platform you get to advertise on Facebook is inherently visual with options of multimedia, which is now the new trend of advertising. Google, however, is not that vivid in comparison
  • Facebook charges you lesser for reaching your targeted audience. The ad is shown on all of the Facebook account pages even if though the customer didn’t search for it. On Google, however, a search of the product or service is expected, for the ad to show up.

To understand the difference better, you can get help from Google to find new customers, but through Facebook, customers find you and that makes these people who find you, true leads for your business.

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Malavika Mallya

In-House Content Marketer