Lead generation is something that all companies must take seriously. Every insurance business needs a regular source of leads, and these days there are many ways to get these leads.
When talking about leads, this is often in the form of collecting email addresses to add to your list. This means that you can then communicate with your prospects regularly, build loyalty, raise brand awareness and eventually turn subscribers into customers.
One of the best ways to build leads is by using Facebook. Here is a guide to help you get started building leads from the largest social network.
Get the basics in place
As with any lead-generation campaign, you need to get the right ingredients in place before you get started. The first thing that you will need to do is come up with an effective lead magnet.
The lead magnet could be anything that has value to the people you want to sign up, because you will use it to encourage people to tempt people to part with their email addresses. It could be a free report, an email course, a discount, a free tool, a video, or anything else that has value.
You then need to set up a dedicated landing page. The sole aim of this page is to get people to sign up, so make sure that leaving their email is the only action visitors can take on the page. To increase the effectiveness of your landing page, get rid of all navigation, add lots of benefits, use some testimonials if you have them, and make the sign-up form stand out to attract attention.
Send Facebook followers to your landing page
Once you have your landing page set up, you are ready to start focusing on lead generation using Facebook. You can do this in a number of ways.
One way is to simply link to your landing page from your posts. So once in a while when you post some content or make a comment, reference your link magnet and provide a link to your landing page directly.
Alternatively, you could link from Facebook to a blog post on your site, and in that blog you could direct readers to your landing page as a less direct way to get more signups.
Experiment with different ways to add your link to Facebook to direct traffic back to your site. For example, you may want to link to your landing page in image captions. Photos often get more attention because people are automatically drawn to them, so make the most of this.
Create a separate opt-in form on Facebook
You don’t have to always direct people to your dedicated landing page on your website. Instead, you may find that you get more success by asking them to sign up directly from Facebook.
You can do this by creating a dedicated sign-up form directly within Facebook, and this way your targets do not have to leave the site at all. This could well lead to more signups, so test its effectiveness.
Use Facebook Ads
One of the best ways you can use Facebook to build leads is through Facebook Ads. Using these, you can target your audience using the website and send them directly to your landing page when they click on your ad.
You will have to pay for the clicks you receive, but it could well generate some good leads for you. After running your ad campaign for a month or so, work out how much you are paying per lead, and continue to test your ads using different designs, headlines and images to increase signups.
Constantly test and improve
The real secret to success with Facebook lead generation is to constantly test your strategies. Testing is essential online if you want to improve your lead generation, because it is only through finding out where you are going right and wrong that you can make informed changes to improve results.
This means finding out which ads are working best and why, as well as whether you get more leads from your website landing page or the landing page you launched on Facebook. You can also test elements of your landing page, your lead magnet and more.
Only by doing this will you ensure you are getting the most from your lead generation, and then you can start to take advantage of all the benefits of building up a large email list.
Jason Hulott is Business Development Director at Digital Marketing Specialists, Speedie Consultants. He is Google Partner certified. His role is to identify and implement traffic generating and revenue increasing ideas for our client base.