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Six Tactics To Turn Facebook Likes Into Leads

We all know that more Likes will benefit your Facebook business page but how do you turn those likes into sales? At the end of the day, the effectiveness of your marketing team is likely evaluated by metrics like traffic and leads. If your Facebook page has 500 fans but is generating no traffic or leads for your website, you really don’t have much to brag about.

Facebook fans offer a great opportunity for lead generation if you know how to leverage them. As they say, it’s not size that matters it’s how you use it. To get you on your way to use Facebook effectively for lead generation, here are six guaranteed tactics for turning likes into leads.

• 1. Implement a Like Gate – Like gates are popping up all over Facebook these days, and it’s not difficult to understand why. So what is a like gate you ask? They’re a great way to convert new likes into leads. Use your like gate to initially turn new page visitors into fans. Once they like you, present them with valuable content offers that they can obtain directly from a form on your page.
• 2. Share Links to Landing Pages on Your Wall – Amongst the updates and content you share with your fans on your wall, be sure to include a hearty mix of landing page links for lead generating, premium content like ebooks, webinars, and other educational downloads. In addition, make sure any blog posts you share include call-to-actions within the post.
• 3. Offer Exclusive Content to Facebook Fans – According to research from ExactTarget, 58% of Facebook users expect exclusive content from business pages. Take advantage of this insight by offering downloadable content that is exclusive only to your Facebook fans. Set up a website landing page for this content, and share the link exclusively on your Facebook page. Require that page visitors must “Like” you in order to view your offer to make it even more exclusive. You’ll be generating leads and leveraging the power of exclusivity at the same time.
• 4. Use ALL your Page Real Estate to Promote Offers – There are quite a few places on your Facebook page you’re likely overlooking to promote your offers. What about highlighting your latest offer in your page’s profile picture like the image to the right. Have you added links to offers in your page’s ‘Info’ tab? Don’t miss out on these high visibility areas!
• 5. Create Custom Page Tabs to Promote Offers – Customization of Facebook pages is tough…but not impossible. Creating custom page tabs are a great way to expand the possibilities of your Facebook page. Consider creating a tab just to highlight your offers. You can use it to syndicate some of your best-performing offers, or maybe just promote your latest offer or promotion on a rotating basis.
• 6. Create Product/Service Awareness – While it’s always a bad idea to be overly self-promotional in your social media efforts, you also want to make sure that your fans are aware of your products/services. Sure, they might keep coming back to you again and again because you offer engaging conversation and valuable content, but if they don’t even know what you sell, you’re not doing your job. Make sure your page clearly communicates what your business sells, and use your lead gen offers to support that with content that aligns with your product/service offerings. This will help spark a connection between your content and your product.