lead management system introOn the surface, lead management system sounds like a fairly simple and universal term – A system which manages your leads. I tried to go a step deeper and spoke to a few users (business owners, sales people and marketers from different industries and business sizes), and wasn’t really surprised at what I found. Every single business uses (interprets) their lead management system differently, and due to its significant evolution and range of things it does – one size can never fit all.

What is a lead management system?

Lead management includes capturing leads, qualifying them, making them sales-ready and finally passing them along to the sales team.

Lead management system maps your lead management process to your business. In simpler terms, it helps you manage your leads better (from capture to closure) which you can do in a simple notepad or a complex CRM or ERP. Even businesses that are very similar may implement the process differently. This difference largely depends on:

  • The Industry
  • Size of the business

1. Lead management process by industry type

Taking two examples to highlight the difference here – a hospitality business and a real estate business, which in all probabilities, would have significantly different lead management processes.

Lead Management System for hospitality and real estate Businesses

As you can see the lead management stages are different, so is the lead management process and so will be the feature requirements of the lead management system.

2. Lead management process by size of the business

Let’s take an example of a local tuition business which grows into a multi-city education business over the period of time.

lead management system infographicThe infographic highlights how the meaning of lead management changes with each stage.

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Which lead management system should you buy?

Honestly, you know it best – depending on your industry, audience size and the stage of business you are in. You can manage with just a pen & paper and a phone, or might require a simple lead tracking system, or even a full-fledged CRM.

What do you think? Let me know in the comments

Also, just in case you want to try our lead management system

Why is PPC advertising so popular?

Getting organic rankings for your business keywords isn’t exactly easy. It takes time and effort. PPC, on the other hand, is one of the easiest and quickest ways to put advertisements in front of targeted audiences searching about something related to your business. If you do it right, that is.

Here’s what you need to know about  PPC Advertising for Beginners.

How PPC Advertising Works

PPC advertisers have a list of keywords that users search on. Businesses set bid prices in a real-time auction to decide how much they will pay the PPC advertiser for each time someone clicks on an ad.

PPC Advertising - CPC

The PPC channel decides who gets displayed higher, based on the amount that was bid and the quality of the ad and the page you link to the ad (the landing page.) When your ad is clicked, the PPC channel gets paid.

The key points of managing a PPC campaign are budget, proper targeting, and understanding conversion analytics.

1. Budget

All businesses using PPC must set a daily budget. To start, figure out how well your site is converting right now. Your analytics software should tell you that. Just divide conversions by the number of visitors.

PPC Advertising - Budget

Then compare the cost per keyword you want to target.

Let’s say it costs you $1 per click, and your site converts at 2%. Budgeting $1000 would pay for 1000 clicks, of which 20 would theoretically convert. You can then track how many clicks you get per day until the money runs out. This sets a baseline for future improvements and a daily ad budget for future campaigns.

2. Proper Targeting

Think of keyword targeting as putting up ads in the Yellow Pages.

A good ad will place you under the right headings, and your entries will be in the books for the right regions.

After selecting related keywords for your business, the most important thing is to geo-target your ads. This is like getting your ad in the right book. If you own a local business in New York, you wouldn’t want your ads to appear in front of people in LA. Thankfully, both Google and Bing now have sophisticated geo-targeting tools built into their PPC Advertising applications.

PPC Advertising - Targeting

If you have a complicated business that serves many interests, you can create groups of keywords and design ad groups that target those interest groups. For instance, if you were a plumber you may want one set of ads targeting emergencies and another set of ads that target new installations.

 PPC Advertising - Group Keywords

3. Conversion Analytics

All PPC Advertising is designed to do one thing, get the right visitors to your landing page. All PPC marketers must understand how to read analytics to know why a PPC campaign is succeeding or failing.

If you’re getting a lot of clicks, but not enough conversions, there could be two problems:

  1. Your targeting is not right, and you are getting unrelated impressions and clicks.
  2. Your landing page isn’t optimized well for conversions.

What can you do to take care of unrelated clicks?

  • Mark negative keywords (this will make sure that your ad doesn’t show for the terms that you mark as negative)

PPC Advertising - Conversion Analytics

Bonus: You can get more tips here on getting related impressions.

What can you do in case of low landing page conversions?

This is the time to use A/B testing on your landing pages to make small improvements to raise the conversions.

  1. Check the loading time of your page
  2. Remove any fields from the form that you don’t really need
  3. Make sure that the landing page content matches the ad content. This is one of the biggest reasons for low landing page conversions.

There are several other things that you can test, and mistakes that you can avoid. This article would help you get rid of some of the most common PPC landing page mistakes.

Bonus: Display Advertising

If you are running display campaigns, and no one is clicking your ads and you know you’re paying enough to get a good display placement, then you may need to A/B test the ads themselves and leave the landing page alone.

This is a very high-level overview of Google Adwords to help beginners get started. I hope you this PPC Advertising for Beginners guide helped you. If you are ready to start running PPC ads now, this Google adwords guide would help you out.

Social Media Marketing StrategySay what you will about social media, but it has become the metaphorical elephant in the room: hard to ignore. But how do you make the most of it? Which is the best platform to invest in? Are you doing it right? If not, what should you be doing better? Plagued with such questions? That is exactly what Aditi Ohri, is trying to answer in this webinar. Aditi is the Director of Ops and Strategy at Emporio Marketing Pvt Ltd. Emporio is a boutique marketing agency, which specializes in Social Media Marketing, Influencer marketing and Online Reputation Management. With over 5 years of experience in social media marketing, she talks about the subtlety of designing a Social Media Marketing Strategy in this webinar.

In case you missed it, watch it now!

Social Media Marketing Strategy

View the webinar recording

If you want a quick overview, below is a compilation of the questions that were asked during the webinar.

Social Media Marketing Strategy FAQ:

1. What social media platforms are recommended for a webcasting provider?

For a webcasting service, it would be better if you run ads on video platforms like YouTube. LinkedIn and Twitter are other good options, because the people you are trying to reach out would be there as well. You can also try Facebook depending on your audience. The best thing to do is to experiment on all platforms and find out what works for you.

(For more insights on viral video marketing, watch this webinar.)

Social Media Marketing Strategy

2. Can I know who visited my pages on any portal even if they don’t really engage in comments or likes?

Page insights is a good way to figure this out. It will tell you what sort of posts are performing better, what kind of audience you have and what times they are usually online. Based on this information, you can decide what sort of content should be posted. ‘Reach’ is another metric which lets you know the number of people to whom the post has appeared. But, unfortunately, Facebook and other social media portals don’t really let you know if people have ‘seen’ the post.

Editor’s plug: If you want to know who visited your website pages and how much time they spent there, try LeadSquared :)

3. Any tips on social media marketing strategy for B2B brands?

When it comes to designing a Social Media Marketing Strategy for B2B businesses, you need to figure out what platform your target businesses use extensively, be it LinkedIn, Reddit or Quora, and then make your presence felt there. Before starting out, make sure you know and understand that platform and follow its best practices for maximum leverage.

Get people who use your product, to talk about your brand. Use hashtags that are relevant. Create content for each platform accordingly and target the right audience. If you find any discussion happening in any kind of forum, then take the plunge and participate and fuel those discussions.

Know which platform gets the maximum returns for your particular business. If Snapchat doesn’t make sense for your HR consulting business, concentrate more on LinkedIn, where you would get much better returns.

(Find more tips on online marketing for B2B brands here.)

Social Media Marketing Strategy

4. What is the best time to post on social media pages?

There are many tools available that lets you calculate the optimal time for posting on social media. Many lifestyle brands have claimed that 10.30 has worked well for them. This is when most housewives are done with their chores, and office-goers have just arrived at work and tend to check their social media feed before starting their day. Social Media Analysts have also claimed that 6-7 is ideal, where people tend to check their feeds while commuting back from work.

But, more importantly, you should remember that what works for one wouldn’t hold true for all. Therefore, there is no optimal rule or timing that you can follow. You should test the whole process and take the time to understand what is working for you and what is not.

But even while you figure out the best time to post on social media, you should make sure the content takes into consideration the time of the day. If you plan on targeting a time when your audience would be busy, try to give them content worth spending a minute or two on.

When you start out, experiment with different times and even different days to see what clicks. Your business would just be the exception to the generic rule. So, go ahead and find out your own optimal time by constantly testing and experimenting.

(Our designer, Rajat, talks about what worked best for him and how he made his content viral, in this post.)

Social Media Marketing Strategy

Facebook:

5. What is the difference between boosted posts and ads on Facebook?

Boosted Posts: They are created by allocating an advertising budget to a post that is already on the businesses’ page. Boosting the post allows you to ensure that a much larger audience of your choice get to see the post on their news feed.

Facebook Ads: Facebook offers the most number of options for advertisers and the type of ad you choose will depend upon the goal of your campaign. Another benefit to running ads over boosted posts is the ability to add an additional call-to-action button promoting actions such as ‘shop now’, ‘sign up’, ‘download’ and ‘contact us’ to name a few.

Social Media Marketing Strategy

6. Are boosting posts or paid campaigns on Facebook a helpful strategy to increase the community size?

There are two kinds of people who visit Facebook, who we have classified as

  • Organic reach
  • Inorganic reach (Paid)

In case there are around 100 people online at a moment, chances are that the post has reached only one person organically. To reach the other 99, some paid activity needs to be there. Facebook’s algorithms work in such a way that it shows specific articles and posts to people who have frequently ‘liked’ or might have shown interest in, in the past. Which is why you need to pay to push your article to your audience. But chances are that once a person likes your post, it would be circulated among their friends’ group as well.

When you decide to boost your post, there are three options that Facebook will show you.

  • Boosting the post to people who like your page
  • Boosting the post to people who like your page and their friends
  • Boosting the post to people who you have chosen through targeting

Social Media Marketing Strategy

Using one of these options would ensure that your post would at least reach the entire 100 people that you are targeting. Boosting posts will definitely help circulate and push your content in the right way to the right people and hence would definitely be a good strategy to adopt.

7. How to promote tickets on Facebook and make people buy them?

Facebook is doing its best to become business friendly. They give you the options to sell tickets on right on your page. You can promote the ticket sales as well, and it is a pretty simple step-by-step process. This Guide will help you through the process.

8. According to you, what would be the best bidding strategy for Facebook?

That would depend on why you are running a campaign in the first place. Define the goals first, and then run the campaigns. If your goal is lead generation, then optimize the campaign for conversions. If you want to drive traffic through your campaign, then focus on cost-per-click.

Editor’s plug: 10 New Ways to Generate Facebook Leads Without Running Ads!

Social Media Marketing Strategy

Twitter:

8. How do you improve engagement on Twitter? Do Indians really engage with brands on Twitter?

Twitter is all about communicating a message in 140 characters. The most tried and tested way to increase your customer engagement is through the use of hashtags. This can be done in two ways.

a. Choose a hashtag that best communicates the message of an offer or product that you are trying to sell. One of the most popular examples of a business doing this successfully is Coca-Cola’s #shareacoke campaign. Launched in 2013, the popular cola brand aimed at getting people to buy their new bottles which came with a name. The campaign was so successful that people still use the hashtag.

Social Media Marketing Strategy

b. Twitter also gives you the option to see what’s trending. So, you can easily find out what’s being discussed on Twitter in India, and even within your city. Leverage this to get the message across. For example, at LeadSquared, we try to post content that is relevant to what is trending on that day. This way you can just ride the trend wave and capture your target’s attention.

Social Media Marketing Strategy

While using these hashtags, make sure that you choose them carefully, because the usage of wrong hashtags might backfire on you and create a bad impression. McDonald’s hashtag campaign backfired on them big time, when they tried to get #McDStories trending, and instead people started talking about their worst experiences with the food chain.Social Media Marketing StrategyUnderstanding which hashtag is the most relevant for your brand and using it in the right way will drive engagement on platforms like Twitter.

Another trick that worked for Emporio was, sending a personal message to every new follower, thanking them for joining us and asking them suggestions on what they wanted to see. This gives a personal touch which makes the user feel that his presence is being valued.

As for Indian presence on Twitter, we are the third country to have the maximum number of Twitter users, worldwide. Though new users find it difficult to use the platform, Indians have become increasingly interactive. Start following people that your target audience interacts with and figure out how they communicate with these personalities.

Editor’s plug: How relevant will Twitter marketing be in 2016?

Social Media Marketing Strategy

LinkedIn:

9. What should be the ideal strategy for B2B businesses to target other businesses in LinkedIn groups. Does posting comments or asking questions in these groups help in lead generation?

Join groups that you feel have relevance to your business. If you have content on content marketing, then post it in a content marketing group, as the people in the group are looking for exactly that.

Being interactive always helps. If you feel that you would be adding value through your comments and questions, then you should do so. But be sure that they don’t come off as spam.

10. How do you use LinkedIn effectively for a B2B business? Are there any strategies to get leads and increase my followers?

It has become imperative for B2B businesses to have a presence on LinkedIn. These are some of the things you should do before you start promoting on LinkedIn.

  • Perform a competitive analysis to find out what other B2B businesses have been doing to engage their audience.
  • Define your organizational needs and your goals for using the platform. For example, are you using it for lead generation or to improve traffic?
  • Next, find out if your target audience is actively using LinkedIn.
  • Then, analyze how your customer behaves on the platform. Does he participate in discussions? Is he present on forums? How often does he engage with his followers?

Once you’ve established his behavior patterns, target the communities he frequently visits and try to catch his attention there. Connect with him on a personal level and try to give him reasons to talk about your brand. Having a customer present in a community, which is prospect rich for you, can be used to your advantage. A satisfied customer would be more than willing to talk about your brand and that could catch the attention of other prospects.

Another method you could try is using LinkedIn Ads. Like all Advertising platforms, LinkedIn also pushes Ads that are specifically targeted. Know your customers and your competitors and target and position yourself accordingly. Done right, this could increase the reach of your content significantly.

Editor’s plug: 7 Things I Learned the Hard Way about Successful LinkedIn Ads!

Social Media Marketing Strategy

Google+:

11. What is your take on Google+? Is it still relevant?

One interesting fact about Google+ is that while your current audience may not be present, a huge section of teenagers below 18 are, thanks to hangouts and the other features that come with Google. Of course, this translates to the next generation of customers and it would not be a bad idea to let them know of your existence.

Another reason why Google+ cannot be ignored, is because it helps your business a lot in organic search. Therefore, even if you don’t invest as much time in Google+ as other platforms, having a profile for your business on the platform would help in visibility.

At LeadSquared, we make it a point to regularly share our recent posts on Google Plus and have seen it come up in searches. Being a by-product of Google, a little bit of attention is helpful rather than ignoring it altogether.

Instagram:

12. How far is Instagram useful for a B2B company?

With more than 500 million active users, Instagram has become a medium that businesses can’t ignore. Since it is an image first platform, B2C companies have been experiencing massive success, while not many B2B companies have actually capitalized on Instagram. What you must keep in mind is that, you are selling to people, not businesses. Therefore, you can give them visual cues that would make them look at your business on more humane terms.

Try posting pictures that talk about the values of your company, employee culture, quotes relevant to your business, events, hashtags or even regram posts that might interest your audience. If done right, Instagram can work for B2B businesses as well.

An example of a B2B company using Instagram well, would be Oracle. They are selling the message of ‘happy employees make a happy team’, by posting pictures of various events and conferences. With most of the employees commenting #ProudtobeOracle, they are giving their clientele a sneak peak into what life at the company is like.

Social Media Marketing Strategy


You can access previous webinar recordings here.

conversion rate optimization

Designers design; copywriters write. What do Conversion rate optimization experts do?

To understand the difference, let’s first understand what conversion and conversion rate means.

Conversion happens when a visitor acts on your offer by filling up the form, subscribing to your newsletter, making a purchase or taking any other action which pushes them further in the sales cycle. The offer can be on your website, blog, a landing page, or even an email.

The blue area in the illustration below is the conversion zone, where the action happens.

conversion-rate-optimization-stagesConversion rate is number of people who act on your offer divided by the total number of people who viewed it.

Let’s say –  You want to try your luck with online dating, and create a profile for that. Assuming 100 people viewed your profile and 4 people showed interest in you, your profile has a 4% conversion rate.

The job of conversion rate optimization (CRO) expert is to encourage people to take the desired action by:

  • Arranging elements on the page in the most understandable manner.
  • Removing distractions from the page.
  • Adding psychological triggers to encourage action.
  • Analyzing and improving the conversion rate with continuous measurement.

Let’s see how differently a designer, copywriter and a CRO expert would create your profile (assuming it can be customized)

conversion rate optimization example

Considering there are millions of profiles on dating sites (50 million alone on Tinder), and 8-second attention span of average humans, which one do you think would get the most interest?

If you thought the last one, we are on the same page. Let me try and back that up:

  • The elements on the page are better arranged. Dividing lines makes the content easier to scan.
  • The call to action button (Let’s go out) stands out due to color contrast.
  • The button subtext (place of your choice) gives a sense of assurance and encourages action.

The result is a click-worthy combination of visuals and text, in other words is conversion optimized. This is what conversion rate optimization experts do. But it doesn’t end there. This will be tested and continuously improved to find out the winning combination.

Let’s make some more changes to the profile, and add a “free beer” to it.

what conversion rate optimization is not

This is not conversion optimization. Although “free beer” might get this profile more interest, but they may be more into the free beer, than our friend Adam Zampa.

Conversion rate optimization is not about generating as many actions as possible. It is generating as many quality actions as possible, with highly relevant offers.

P.S – I do not intend to generalize the thought process of copywriters, designers and conversion optimization experts with the example cited above. I just intend to showcase the difference in the mindset I experienced when I worked in all the 3 roles (for however little time) at different points in my career.

What do you think? Agree? Disagree? Let’s discuss in comments.

While we all are so busy trying to figure out ways to get more leads and customers, most of us neglect one very important point – how to increase revenue from existing customers. Guilty of this? Then this webinar is just for you!

Saurabh Dayal - Knowlarity Webinar - How to increase revenue from existing customersSaurabh Dayal, the Growth Head at Knowlarity Cloud Telephony, talks about 7 ways in which we can get more sales from existing customers. Saurabh founded Expand Brand and Print Express in 2011, both of which help retailers drive better customer engagement & brand awareness. With over 10 years experience in business management, operations & sales, Saurabh has delivered measurable outcomes while working with start-ups & high-performance organisations like IBM.

In case you missed it, you can watch the recording right here:

How to incease revenue from existing customers- webinar recording

View the webinar recording

Here are the questions that came in during the webinar, in case you have similar doubts. :)

Q1. What is the difference between up selling and cross selling?

Let me explain this with an example. If a customer buying a product worth Rs.1000, is sold another product worth the same amount, then it would be cross-sell. But, if a customer is sold a product that is worth say, Rs.2000, then that would be an up-sell. Basically, migrating a customer to a service within the same level is cross sell, and giving him additional features outside of what he has bought is up-sell.

Q2. How do we better engage clients so that they would be willing to sign on multiple projects with us?

The first thing that needs to be identified is whether you are speaking to the right person in the organization. By right person, I mean the person who has the access to multiple projects and the authority to hand them over to your business. If the answer is no, then you need to identify the right person.

The second aspect is the timeliness of delivery. The customer should have faith that your organization is large enough and has the resources to handle multiple projects without making any errors. Most of the time the customers do not give parallel projects because customers doubt the capability of the organization in handling parallel projects.

One way to alleviate this fear would be to give a complimentary sample of a project that you know the client has, but has not yet handed to you.

Q3. How do we get the most out of chat, when people come only to get their queries answered, and we don’t really know the product they are looking for?

When it comes to chat, you can use a chat provider where you can easily classify the queries that come in. So it tells you whether it was a chat related to support or sales as well as what the customer was looking for. This allows the person who is responding to phrase his answers better.

Later, you can send over a ‘Thank you email’ asking if the issue was resolved. Depending on the response, you can assign them a score and get someone to contact them either through the phone or any other means.

Q4. Should we engage the interests of the end-user of the client or the benefits of the client directly?

In Knowlarity, there are customers where the decision maker or client is the owner of an SMB, while the user is the employee. It is always important to engage both. To the client, you should communicate the imminent benefits that he will get and the user should be communicated on how the product can make his life easier.

A lot of customers in Knowlarity are real estate businesses. They have a huge advertising spend in terms of hoardings or TV and radio ads. We give them a phone number to display on their ads, and track their process. The person who gives us the authorization is the owner. But the calls are being monitored by the Sales Head. So while communicating to the owner we talk about the visibility of the system and to the Sales Head about improvement of sales. So your communication should vary based on who you want to interact with. But you should interact with both.

E-commerce

Q5. How to engage with customers in retail and e-commerce (for a garment business)?

Retail is a business of channel. The three major aspects of retail are:

  • Margin
  • Product Pull
  • Brand Recall

For an e-commerce business that is channel specific, location specific and season specific, these are very important things to look for. You need to ensure that the margins are right, the placement is right and recall is high.

Every e-commerce website has a different way of positioning garments. Be in constant touch with e-commerce players in terms of negotiating, but don’t undermine the product for placement.

Q6. How does an e-commerce company measure customer experience, where he is only a service provider and the product provider is someone else?

There are different tools to measure services. An e-commerce company is basically a marketplace. They need to look at customer effort score. This is a tool which would tell us how much effort a customer had to take to buy a particular product through the website. There are different scores a company can use depending on which type of industry they are in.

Real Estate

Q7. As the real estate market is down, how do we get existing customers to bring in referral customers?

We need to understand first why the real estate market is down.

A market goes down due to the simple rule of economics – mismatch of demand and supply. A lot more supply than demand. Though the demand is there, it comes from people who have trust in their realtors. The key point here is to work on building trust. Look at all the customers to whom you have sold and personalize your relationship with them. Run an NPS (Net Promoter Score) with the existing customer base. This would give you an idea of how likely a customer is to refer the company or product to other people. Depending on the score, target them. They will give you referrals, if you give them enough reason to do so.

Q8. Being a property consultant, what specific points should we talk about with the customer?

There are two types of people who buy property: investors and consumers. Know the need of the person. If the person is an investor, talk about how it will be a good investment, and how he can get money. If the customer is a consumer who will be living in the property, talk about the facilities of the property. Profiling becomes the key here, irrespective of whether he is a new or existing customer.

Bonus: Learn more about real estate marketing here.

Financial Services

Q9. How to engage customers in financial services sector?

It has to be through a life-jacket. Because predominantly finance deals with hard earned money and customers have to trust a person and put a face to a name before making a decision. Keep the customers updated on the comparisons in the market. If you are selling insurance, keep sending whatever information or comparison charts will help improve his asset portfolio. Financial services are very personalized and hence it has to have a personal touch.

Q10. We are a CA firm and wish to engage our customers to recommend or refer us. How do we automate this reference process?

You can use a variety of tools that are available in the market, like Promoto, which will help you capture the NPS of your clients. The next step is get these people to refer. Uber, for example, sends its customers referral codes and coupons online.

How to Increase Sales from Existing Customers- Uber referrals

You can mimic this and link your business with social media engines and track new users. This will automate the process to a certain extent. Again, there is no right or wrong way to do this and you just have to figure out what works for you.

Bonus: Read more about Financial Services Marketing here.

Education

Q11. In the education sector, are there any tangible touch points to measure as yardsticks of performance?

One important way is to continuously monitor the scores like CSAT (Customer Satisfaction) scores, CES (Customer Effort Scores) and NPS and these become the yardsticks of how satisfied or dissatisfied the customer is with the product. We have to continuously leverage our tools based on which stage we are at.

Q11. While dealing with a preschool business, where the consumer is not the buyer, what sales strategies do we use to improve the business?

Here, the consumer is the child, though the decision maker would be the parents. The parents would start noticing behavior changes in the child, like improved confidence and gaining new knowledge. These are the parameters on which the satisfaction index is based on. These two observation will help in bringing in more referrals.

Q12. In terms of pre-sales for the preschool, how can we improve our sales techniques?

This has more to do with acquiring new customers than getting the maximum out of existing customers. For new customers, the first and foremost thing is communicating to the target audience about your service. You will have to tweak the product based on your locality. Additionally, you can do promotional activities such as sending out flyers or hoardings. But in this case, the most prevalent strategy is through word of mouth. Use alumni to get you referrals and capitalize on them as they are both the cheapest and fastest means to get new clients for your business.

Q13. In the education industry, how to increase revenue from existing customers?

It depends on if you want to expand your product base. Up-selling or cross-selling only happens when you have a product that the customer is not buying. For a school, a child can bring food from home or can be sold food from the cafeteria, or a bus service, or extra-curricular activities. Education businesses used these products to get more out of the child.

Generate Facebook leads without ads

Love it or hate it, you cannot ignore the social media beast: Facebook. If you have diligently maintained a good brand presence on Facebook, created an engaged community through campaigns and branding, and have created a steady content calendar for your social media publishing with high quality informational content, you can utilize the power of this platform in ways that will set your brand miles apart from your competition.

Going for the ask:

In his book “Jab, Jab, Jab, Right Hook”, social media personality and bestselling author Gary Vaynerchuk explains how one should reel in audiences on social media. Companies spend months patiently creating a relationship with their audience – the ‘jabbing’ if you may, until the right moment arises and they land the perfect ‘right hook’ with campaigns or offers that they hope will get the cash registers ringing. Except everyone is in on this trick now, and it doesn’t always work the way you expect it to.

But with careful planning, you can “go for the ask” by squeezing in some promotional content between your informational content calendars in innovative ways to generate more Facebook leads than before. This video effectively distills Vaynerchuk’s philosophies in under ten minutes.

10 new ways to generate Facebook leads:

Based on Vaynerchuk’s expertise and our own experience in the industry, we have collated a list of ways in which marketers can generate Facebook leads without being repetitive and boring. Keep in mind these strategies will work only if you’ve already given enough to your audience and are now going for the right hook.

1. Post links to your offer landing pages directly on your page

Sometimes, nothing works as well as a direct marketing strategy. So, if you have an e-book to share or an enticing offer for your audience, it is nice to give them a sneak peek on your Facebook page with links that take them directly to the offer page. Be clear on the communication though, so that you and your customers both get what they want. For instance, IBM did a great job of publishing their corporate responsibility report for 2015 on their Facebook page, with a simple headline that said ‘Explore..’. Click and bait, that’s how it’s done!

2. Repost the blogs that generate the most leads

If some have loved it, then chances are that some more will love it too. Do not hesitate to push old blog posts that got you good traction before, a second or even a third time around. Better for you if the blogs have anchor text CTAs like the HubSpot blogs we see posted on their page. Go a step further and optimise your blogs based on HubSpot’s Inbound guidelines before posting them on Facebook to add fuel to your organic lead generation engine.

We all know images work as hooks on social media. A great way to leverage this is by using images from your blog posts and landing pages while publishing them on Facebook, which take the reader back to the original blog post or landing page when clicked on. The key here is not to share the blog as a link on your page’s timeline but to share the photo instead, and link to the blog or page within the photo’s description.

Here’s an example showing a link share of a news post through a creative:

Generate Facebook leads - news posts

Another engaging way to use content for generatiing Facebook leads is by converting your blogs into a photo album with a link to the original post. If a reader likes a particular image, they can follow the links to the consolidated article and share their details to access the full blog. We did this with our blog-turned-FB-album ’10 commandments of Social Media Marketing’ and the results were tremendous!

You can do the same with your landing pages as well – turn them into good-looking albums with a clear CTA and linkbacks to the main page. You are sure to get good traction this way by turning informational content into a visual hook.

Why go with the age old landing page style when you can do something fun by creating a video about it? Need users to sign up, or have an offer to promote – videos are an engaging way of doing the same. Facebook’s algorithm favours videos as well, so take a page from Maine based adventure and sports gear company L.L.Bean who post frequent videos on their page to announce causes or just promote their new range.

Generate Facebook leads - Featured videos

7. Create a Facebook Live video describing an offer and direct users to the landing page through the video and the live interactions

Talking of videos, Facebook Live chats are also a great way to promote offers. Create a live session on a topic that interests your audience. From there, direct the viewers to your landing page while creating fun informational content. You will need to add the CTA in your text description, as well as ensure that you repeat it a few times during the video for it to sink in.

Use your Facebook page as a teaser site for contests and giveaways but ensure that your audience participation is guaranteed only after they fill in the contest forms on the linked offer page. For giveaways, you can roll out free downloads of e-books or videos, but only after the lead gen forms have been filled out. Canva’s #CanvaLove giveaway for their new app is a great example of this strategy.

Generate Facebook leads like Canva

9. Add a track-able CTA on your Facebook page

Facebook has had a CTA button option for a while now, but most marketers use the same old buttons like ‘Sign Up’ or ‘Contact Us’ even now. You can up the ante by switching your CTA buttons with every campaign and customise it for better promotion. Since it’s one of the first things a viewer sees on your page, any change will be easily visible and may have huge rewards. A great way to track the effect of a CTA change is by using UTM links and adding it to the custom url on your CTA button. You can then use Google Analytics to track the effect of the CTA experimentation.

Time bound events on social media usually create a great buzz, and you can use this generate Facebook leads effectively. Use the ‘Events’ option to create a time bound offer or giveaway and keep updating throughout the day to create a sense of urgency. Link the event tickets to the main landing page where the lead gen form is, and grant entry only to those users who fill out the form.

BONUS:  Analyze posts that generate the most leads and pin them to the top of the page feed

Pinned posts stay at the top of your timeline for seven days and that’s more than enough time to generate Facebook leads. For this, you will need to know and understand your audience personas and keep a record of the kind of posts that work wonders for your brand. And then, use the pinned post feature to keep these posts right where they can grab maximum attention. Brands like Refinery29 and Apptus do this regularly, and so can you.

Generate Facebook leads like Refinery29 - pinned posts

So tweak you strategy just a little and enjoy all those Facebook leads that come pouring in for free. If you have more ideas, and you did something different that worked well for your brand then mention it in the comment section below or write to us at connect@mapplinks.com and share your story!