How To Generate Leads Using Facebook Intermediate

GENERATE LEADS
USING FACEBOOK
HOW TO
A publication of
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A Guide to Using Content & Advertising
on Facebook to Generate Sales Leads
HOW TO GENERATE LEADS USING FACEBOOK 2 3
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HOW TO GENERATE LEADS USING FACEBOOK
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Introductory content is for marketers who are new to the subject. This content
typically includes step-by-step instructions on how to get started with this
aspect of inbound marketing and learn its fundamentals. Click here to read our
introductory-level ebook, How to Use Facebook for Business.
INTRODUCTORY
IS THIS EBOOK RIGHT FOR ME?
Not quite sure if this ebook is right for you? See the below description to determine
if your level matches the content you are about to read.
Intermediate content is for marketers who are familiar with the subject but have
only basic experience in executing strategies and tactics on the topic. This content
typically covers the fundamentals and moves on to reveal more complex functions
and examples. After reading it, you will feel comfortable leading projects with this
aspect of inbound marketing.
INTERMEDIATE
Advanced content is for marketers who are, or want to be, experts on the subject.
In it, we walk you through advanced features of this aspect of inbound marketing
and help you develop complete mastery of the subject. After reading it, you will
feel ready not only to execute strategies and tactics, but also to teach others how
to be successful.
ADVANCED
THIS RESOURCE
... brings your whole marketing world
together in one, powerful, integrated
system.
HUBSPOTS ALL-IN-ONE
MARKETING SOFTWARE.
MARKETING ANALYTICS
Y
Learn More
Analyze your web traffc
and see which sources
are generating the most
leads.
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BLOGGING
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quickly while getting SEO
tips and best practice
pointers as you type.
M
EMAIL
Send personalized,
segmented emails based
on any information in your
contact database.
SEARCH OPTIMIZATION
s
Improve your rank in
search engines by fnding
and tracking your most
effective keywords.
U
LEAD MANAGEMENT
Track leads with a
complete timeline-view of
their interactions with your
company
q
SOCIAL MEDIA
Publish content to your
social accounts, then
nurture leads based on
their social engagement.
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CONTENTS.
HOW TO GENERATE LEADS
USING FACEBOOK
WRITTEN BY ANDREA VAHL
Andrea is a social media coach,
speaker, and strategist. She is the
co-author of Facebook Marketing for
Dummies, All-in-One book, as well
as the community manager at Social
Media Examiner. She enjoys coaching
and developing strategies to show
small businesses how to use Facebook,
Twitter, LinkedIn, and YouTube to fnd
new customers and clients.
FOLLOW ME ON TWITTER
@ANDREAVAHL
FOLLOW ME ON TWITTER
@ANUMMEDIA
PRODUCED BY ANUM HUSSAIN
Anum is an Inbound Content Strategist
at HubSpot, where she manages content
plans for various company goals. She
strategizes which content types, formats,
and ideas should be implemented for
each content plan, and then works on the
execution and analysis of each. Anum was
recognized in B2B Marketing Magazine as
one of ten 2013 Rising Stars.
06 Introduction
07 The Type of Content You Should
Post on Facebook
11
How to Capture Leads From
Facebook
20 How to Start Advertising on
Facebook
28
How to Measure Your Facebook
Marketing Success
37 Additional Resources
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Everyone loves traffc except for the rush hour kind. The more
eyeballs you can get on your website, the more likely you are to convert
those eyeballs into leads and eventual sales.
But with over two billion internet users, where can business owners go to
fnd a potential population of visitors to their website? Well, you could try
the top U.S. website: Facebook.
Facebook captures 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.
Stats like these have left many people wondering if they really should
give up their website and only focus on Facebook as their business hub.
But focusing your main web attention on Facebook means relying on an
entity that you have no control over. Facebook can change its platform,
shut down Pages (not that they would do that!), or discontinue apps on a
whim, without any input from you.
You have absolute control over your website. Dont build your empire
on property you dont own. Rather, use Facebook as your marketing
strategy for sending traffc and leads to your website. This ebook will
cover how to successfully do just that.
Introduction
THE TYPE OF
CONTENT YOU
SHOULD POST
ON FACEBOOK
CHAPTER
1
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Content isnt the key to your Facebook strategy -- it IS your Facebook
strategy. Without content you wouldnt be able to:
Content is king on Facebook,
too.
Update Your Facebook Status
Launch Facebook Ads
Share Information With Fans
Within these three buckets and more, think about why you would visit
a website. Usually, its to fnd answers or tips for some question or
curiosity consuming your time. Use Facebook Pages as your means
for answering such questions or curiosities through any variety of the
following content types:
1. Blogging
Blogging can be extremely helpful in these content creation efforts. Fresh
content not only engages your Facebook community, but it also has the
potential to bring more SEO love to your website. Google loves fresh posts
and will display them higher in the search results. A blog also gives you a
reason to send people to your website on a regular basis, which is why many
corporate brands blog.
2. Frequently Asked Questions
Every business has ten or more frequently asked questions. Rather
than retyping the answers every time someone posts the question on
your Facebook Page or asks you via email, list the answers on an easily
accessible page on your website.
3. Relatable Examples
Examples are a great way to connect with your audience. Whether this is a
case study on how to use your product better, an inspirational example
of how to be a more effcient cookie eater, or a testimonial left on your
website.
4. Visuals
Just one month after the introduction of Facebook Timeline for
brands, visual content photos and videos saw a 65% increase in
engagement. Whether this means creating images, purchasing images,
or sharing graphics with proper attribution, theres endless opportunity
for image variety. You can see some examples of visual variety in our
Facebook photo stream.
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5. Pose Questions
Heres the thing with questions: They give as much as they take. Asking
questions on Facebook, according to research from Social Media Scientist
Dan Zarrella, is an excellent way to generate more comments. Just keep
in mind that while questions do encourage comments, they tend to garner
fewer Likes and shares.
6. Videos
Videos involve a longer commitment from your Facebook audience. But
when it comes to having content variety on your page, a video can be a
nice change of pace. Just be sure that when you do post a video, its good
enough to merit a readers time.
7. Quotes or Facts
Sometimes the easiest way to garner attention from your audience is
to simply post a statistic relevant to your industry or a quote from an
infuencer in your industry. This type of short-form content is very low
commitment for the reader, making it easier for them to accept and act
on the message via a Like, comment, or share.
HOW TO
CAPTURE LEADS
FROM FACEBOOK
CHAPTER
2
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WHAT IS A LEAD?
The term sales lead has a cornucopia of defnitions. Defni-
tions vary between companies, and the sales funnel can look dif-
ferent for different niches.

In general, a lead is defned as someone who has an interest in your product
and has the authority to purchase your product. A lead is not just a Facebook
Like since someone who likes your page may not have the authority or means
to actually purchase your product.
Before someone can purchase from you, they must also have a need for your
product. They may be interested in your product and have the means to
purchase it, but they may not need it at this time. For instance, they
may already have a similar product or they could be hesitant to
change their current processes. Thats why a lead is so
important!
WHAT IS A LEAD?
Now that we have an established defnition of a lead, let us dive into how
to start generating these sales leads from Facebook.
You can generate leads from Facebook in one of two ways:
Direct Leads
Indirect Leads
Direct leads are generated by sharing content that links directly back to
a form on your website where visitors can share information in exchange
for an offer whether that be an ebook, coupon, or so on. This form is
housed on a landing page dedicated to that specifc offer.
Indirect leads are generated by using Facebook as an infuencer on
the path to conversion. For example, if you shared a blog post that had
a call-to-action to a landing page at the bottom of the post, your initial
Facebook share is helping ultimately direct visitors to that landing page.
While directly promoting landing pages is an instant gratifer of leads
generated, providing content without a form makes your Facebook
presence a friendlier home for content that your fans will want to come
back for. Lets dive into fve ways you can capture leads, whether direct
or indirect.
How to Capture Leads From
Facebook
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Earlier this year, Facebook removed a clause from its Facebook Page
guidelines that prohibited users from using calls-to-action on, or in the
caption of, cover photos.
This change unveiled various opportunities for you to call your Facebook
fans to action with your cover photos. Heres an example from Element
Three, a brand and marketing strategy frm, promoting an event its
hosting:
1
EMPLOY CALL-TO-ACTIONS
Late last year, we analyzed 8,800 Facebook posts from B2B and B2C
companies Facebook Pages. The analysis revealed that photos on
Facebook Pages received 53% more Likes than the average post.
Now while this calls on the importance of using visuals in your Facebook
strategy, be sure that youre making these photos lead gen opportunities,
when appropriate, by including a link back to your website. Heres the
difference in appearance that triggers higher conversion:
2
INCLUDE LINKS IN CAPTIONS
VS
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Similar to a Twitter Chat, a Facebook Chat is a virtual gathering of
Facebook users to discuss a common topic. You can use a Facebook
Chat to bring fans together around a conversation topic you selected.
The lead gen component comes in when you share a landing page with
a relevant resource throughout the chat.
Whenever a question is posed that can be answered in a blog article,
ebook, or other resource you have on your website, use it for an
opportunity to link to that site page. That will give your Facebook
fans various places to ultimately become a lead from. You can also
accomplish this by participating in
other Facebook Chats -- just be
sure you offer resources where
helpful and not in a spamming
technique.
The wire frame to your right
shows what a Facebook Chat
looks like. You can get further
instruction in this blog post.
3
HOST A FACEBOOK CHAT
While weve already covered sharing landing pages with dedicated
content offerings such as ebooks or coupons, another lead generating
content type is webinars. Hosting webinars where visitors can come and
receive valuable information is a great way to generate leads.
If you decide to host a webinar, capture leads from Facebook by creating
a custom event page for that webinar. There are a couple advantages
to this strategy. One is that when you invite someone to an Event, they
will then receive notifcation for popular activity on that Event page. A
Facebook Event is also more visible than a standard Facebook post.
Heres an example webinar Event page created by our friends over at
Desk.com:
4
MAKE EVENTS FOR WEBINARS
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According to a Vizu/Digiday study via eMarketer, 64% of U.S.
advertisers are upping their social ad budget in 2013. This is likely due
to the targeting options Facebook can provide due to the database
of information Facebook gathers from users profles. These targeting
options help you narrow down your audience to help increase the ROI of
the Facebook ads.
While well cover advertising on Facebook in more depth in the next
chapter, heres an example Facebook ad that appears to the right of a
users Facebook Page with targeting based on interests:
5
BUILD FORMS ON TABS
6
MAKE EVENTS FOR WEBINARS
Another viable option for collecting information on Facebook is to have
your forms live right on the platform. Forms can be built on a custom tab
on the Page.
Since forms on Facebook pages serve the same goal as landing pages,
they offer some incentive for the information exchange: give your
email to get a coupon, deal, or a free content. These custom tabs can
be built with Facebook applications. When you add certain Facebook
applications to your Page, youll be able to create a custom tab on your
Page that appears on your left sidebar. Heres an example from the
Facebook Marketing for Dummies Facebook Page:
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HOW TO START
ADVERTISING ON
FACEBOOK
CHAPTER
3
Facebook advertising works on a bidding model similar to Google ads.
You bid on the price you are willing to pay to have your ad shown, and
then you are charged in either one of two ways:
Cost-per-click (CPC): This method is as simple as it sounds, charg-
ing you for when someone clicks on your ad.
Cost-per-mile (CPM): This method charges you per 1000 people who
see your advertisement.
Google advertising uses keywords in your Google searches to determine
which ads to display. With Facebook ads, you bid on target demograph-
ics and keywords that appear in user profles.
To describe Facebook ads further, well display a blueprint for every
component of a Facebook advertising campaign on the next page.
How to Start Advertising on
Facebook
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What do you want from your campaign? If you are directing all traffc to
your website, what does success look like? A newsletter signup? A product
purchase? If you are sending all traffc to your Facebook Page, your
conversions to Likes are tracked in the stats.
Set up a formal campaign that outlines different types of ads
to split test. Split testing involves changing one piece of the
ad, such as the photo, and keeping the other elements the
same to see which ad performs better. Rotate your ads every
couple days to keep them fresh. No one wants to see the
same ad over and over again.
FACEBOOK ADVERTISING CAMPAIGN PLAN
GOALS
AD CAMPAIGN PLAN
Research your targeting options before running an ad.
Watch how the Estimated Reach and the Suggested Bid
changes as you add different targets. Optimize your bid
price and reach to get the best price.
How much are you going to spend
per day? For the whole campaign?
Keep in mind the CPC and CPM
payment options discussed earlier.
Setting goals and understanding
Facebook metrics will help you
determine whether your ads were
successful. Make sure you know
how to determine if the sale came
from the Facebook ad versus other
traffc. Trackable links, special
coupon codes, and custom landing
pages are good options for
tracking sales.
TARGETING
BUDGET
Once you understand the various parts of a Facebook advertisement for your own
advertising, you can get your campaign started at facebook.com/business/connect
TRACKING
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LOCATION
You can target by country, state, city, or zip
code.
AGE
You can choose a range, or no upper bound
maximum. Facebook gives you the option to
require an exact match within an age range if
you select the Require Exact Age Match box.
This means that if a user turned 51 yesterday,
that user will not be shown the ad for which you
selected the age range of 25 to 50.
However, its better not to require an exact
match because Facebook will give you a dis-
counted bid for people who click your ad but
are slightly outside the range (although Face-
book does not provide an exact idea of slightly
and it doesnt specify its defnition of discount-
ed bid).
The Choose Your Audience section of the ad creation process will be where
you select the demographics and keywords of the Facebook profles that will
potentially see your ad.
GENDER
Straightforward choices of men, women, and all.
refers to this as topic targeting. For exam-
ple, there may be many pages or interests
around the term bicycle. And by select-
ing #bicycle, you are including all of those
keywords so you dont have to individually
select each one. If you want the specifc
term and not a broader match, choose the
term without the # symbol in front. You can
also click the Switch to Broad Category
Targeting link to use a broader range of
general terms to target, such as Outdoor
Fitness Activities.
CONNECTIONS
Here, the radio button is defaulted to
anyone, but you can choose to include or
exclude fans of the Facebook Pages where
you are the admin of.
INTERESTS
Interests are displayed in a persons profle and are drawn from the keywords used in their in-
formation. When you start typing, you may notice the # symbol next to some words. Facebook
ADVANCED DEMOGRAPHICS
Many of these selections will limit your audience heavily, so
only choose these options if you have a very specifc purpose.
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Group your ads by campaign in order to compare statistics for relevant
ads. When you choose your Daily Budget, your ad will automatically shut
off when that budget is reached. You can also run the campaign for a
certain amount of time three days, fve days, etc. so you dont have
to worry about your campaign going over budget.
On the bid, we suggest bidding in the middle of the Suggested Bid range
or higher. If you bid too low, your ad wont show up. If your ad gets more
clicks, you will be rewarded with a lower click price. Give your ad the
best chance to get more clicks by bidding high.
To inspire your own ad creation, you can look at what other Facebook
Pages are doing at facebook.com/ads/adboard.
Pricing, Scheduling &
Measuring Your Trafc
Facebook will provide you with a dashboard to monitor ad performance.
This will include:

Link Clicks
Page Likes
Campaign Reach
Frequency
Clicks
Clickthrough Rates
Total Spent
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HOW TO
MEASURE YOUR
FACEBOOK
MARKETING
SUCCESS
CHAPTER
4
Weve covered the importance of using content and advertising to gen-
erate Facebook leads . Now well dive into how you can measure your
Facebook efforts in respect to your content and advertising strategies.

How to Use Facebook Insights to Analyze Your
Content Strategy
In chapter two, we discussed the different content types you could post on
your Facebook page. But how do you know which of these formats is working
best for your business? Facebook Insights, Facebooks free native analytics
tool, can provide insight, no pun intended, into your content strategy.
To learn how to analyze these insights to improve your content strategy,
watch the video below, or jump to the next page for the written tutorial.
How to Measure Your
Facebook Marketing Success
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Export With the Right Settings

First, we need to export the data. Go to your Facebook Insights tool and
click the Export Data button above the graph and to the right. Choose
the following settings, specifying the date range you want to analyze:

Trim the Useless Fat

Facebook provides you with an overwhelming amount of data. In fact,
there are so many columns of different data points, that it goes beyond
the alphabetically categorized columns in Excel, which must start mark-
ing columns using two letters. Heres a list of columns you can go ahead
and delete from the exported sheet for the purposes of this analysis:
*People Talking About This
*Page Stories
*Lifetime Total Likes
*New Likes and Unlikes
*Friends of Fans
*Engaged Users
*Reach

Youre now left with three data points: Lifetime Total Likes, Daily Friends
of Fans, and Daily Page Consumption. This is the meat of your data; the
fgures that will help you understand how your content is performing on
Facebook. Lifetime Total Likes tells you exactly how many people like
your page, Daily Friends of Fans tells you how many friends of those
total likes can be reached your true total reach. And, Daily Page Con-
sumption tells you the number of people (out of the possible number of
people who could have been reached) that were actually reached.
*Impressions
*Logged-In Users
*Page Consumers
*Page Consumption
*Negative Feedback
*Check-Ins
Note that each of the data points we recommend deleting above
come split into three separate data points in your exported insights:
daily, weekly, and 28 days.
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Fine-Tune the Metrics You Need

Now that weve narrowed down that massive sheet to three main data
points, lets insert a new column next to your Daily Friends of Fans col-
umn, and name it Total Daily Reach.
Click the frst row of your newly created column and start typing =SUM
into the row. Then click on the frst data point in your Daily Friends of
Fans column, insert a plus sign, and click the frst data point in your
Lifetime Total Likes column.
Hit enter, and you will have the sum of those two metrics. Then highlight
the sum, hit copy, and drag the corner of the box down to populate the
entire column with data (Check ~4:30 in the video tutorial if you need
more help with this step).
Youll see that Lifetime Total Likes and Daily Friends of Fans have now
totaled to represent the Total Daily Reach your Facebook Page has
every single person who could possibly see your content. Now we have
two key insights:
1) The total number of people who could have possibly consumed your
content, and
2) The actual number of people who consumed it.

Organize Your Data

Now you can go ahead and create a visual representation of your two
key metrics to understand the full picture of what is going on.
First, highlight the Date column as well as the Daily Total Reach
column. Click Charts > Line Chart > Stacked Line. You should get
something like this, which will indicate the growth of your total Facebook
reach:
Now repeat these steps, instead highlighting the Date column as well
as the Total Post Consumption column. The resulting chart should be
much more interesting, as it represents trends in how people are either
increasingly or decreasingly clicking on and consuming the content
youre publishing to your Facebook page.
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Extract Conclusions and Keep Measuring

By taking the time to relate individual posts with their clicks, you can
analyze which types of content perform well on your page. In HubSpots
case, by doing so, we were able to get our act together, cut out what
wasnt working, and post more of what was working, helping us to spike
up our engagement rate once more.
For example, the chart on the former page revealed that there was a
constant increase in our total Facebook reach. We dont have much to
be concerned with since the reach number is steadily increasing (which
doesnt imply that were perfect at Facebook marketing, we have plenty
of other areas to improve!), but if that chart was inconsistently jump-
ing up and down, showing a decrease, or showing no change, then we
would want to test new Facebook content campaigns to try to fgure out
how we could positively impact our reach growth.
Now that you have this system in place, dont just leave it at the one-time
analysis. Assess your content strategy using Facebook Insights on some
consistent basis, whether that be daily, weekly, or monthly.
And remember, more engagement with your Facebook content leads to
better potential for traffc and leads from Facebook. Which brings us to
the second method for measuring your Facebook marketing success ...
How to Track Leads Generated From Facebook
Campaigns

In chapter three, we reviewed how to build a Facebook advertising cam-
paign. To understand the success of your overall Facebook marketing, and
the efforts powered by the advertising campaigns, youll want to analyze
three metrics:

Unique Visits to Website: Track the volume of overall traffc
Facebook is sending your website.
Net New Leads (Contacts): Track the number of new leads, also
called contacts, your generating from your Facebook marketing and
advertising efforts.
Customers Converted: Over time, youll want to assess the
overall percentage of customers generated through your Facebook
marketing.
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For HubSpot customers, the HubSpot Sources tool allows you to easily view
these three metrics.
You can also drill down on your various Facebook campaigns. For example,
by adding a specifc campaign tag when publishing through the social media
tool, you can monitor the success of your Facebook photo updates versus
your Facebook status updates. You can see how this works, and more cam-
paign possibilities, in the screenshot below:
With 74% of all marketers saying Facebook is important to their
lead generation strategies, according to our 2013 State of Inbound
Marketing report, were confdent that the techniques shared in this
ebook will be valuable to your overall marketing strategy.
While the focus of this guide was content and advertising, we wanted
to leave you with additional resources to beneft your overall Facebook
marketing. The list below is an amalgam of resources from both Social
Media Examiner and HubSpot.
How to Create a Facebook Page Vanity URL
9 Ways to Become a Better Facebook Community Manager
10 Brands Whose Visual Facebook Content Tickles Our Funny Bone
How to Optimize Your Facebook Page for Facebook Graph Search
How to Optimize Your Social Content for the Facebook Mobile App
9 Fun Facebook Page Examples to Spark Your Creativity
Enjoy,
Andrea and Anum
Additional Resources
HOW TO GENERATE LEADS USING FACEBOOK 38
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