Are you posting to Facebook for your business…

…but not getting any serious engagement with your audience?

Do you know how to boost a Facebook post, but have stayed away from Facebook’s Power Editor and other ad management interfaces?

If so, then today’s BuzzPlant Blog post is for YOU.

Just Enough Knowledge to Be Frustrated

We’ve found that many business owners know just enough about Facebook to end up frustrated.

Set up a Facebook Page: check

Invite friends to like the Page: check

Put some text on images and post: check

At this point, the average Facebook Page manager starts to notice, “Hey, nobody’s actually seeing what I’m posting.”

So, they decide to use Facebook’s boost post feature.

And, while there’s a time and place for using “Boost Post,” this particular entry-level advertising option isn’t going to drive significant traffic or create any major change in your engagement. And it’s almost certainly not going to generate leads. To do that… you need a strategy.

Your New Four-Step Strategy

I’m really excited to share with you a new infographic I recently discovered on AdWeek that addresses this issue. While the infographic is not exactly representative of our process at BuzzPlant, it’s an excellent starting point for pulling back the curtain on the mysterious process of generating leads on Facebook.

Even better… I think just about anyone willing to learn some new skills can follow these four steps and start using Facebook to generate qualified leads. Here’s how it works:

  1. Promote content to the target department.
  2. Retarget viewers with a hook.
  3. Referral ask to get warm prospects.
  4. Qualify and enter the sales cycle.

#1 Promote to the right audience.

First things first: you need to create an ad that focuses on a specific audience. Facebook allows you to target people with specific job titles (among many other things). So, if you need to talk to people in a potential client’s sales department, you can incorporate that into your audience set. The goal is to get these people to click your ad and go to a webpage that you host. This page contains a Facebook pixel, which will allow you to serve ads (in the next step) to the Facebook users who ended up on your webpage.

#2 Retarget with a hook.

In Step 2, we show a new ad to the people who clicked through your original ad and landed on your website. This second ad should offer some kind of AWESOME asset or resource that your target audience just has to have. And it needs to be free or so cheap that your target audience just couldn’t possibly pass it up.

It’s key, however, that you get their email at this point. For example, if you were offering a free ebook, you would want to have the prospect enter their name and email, so you can send them the free ebook.

#3 Referral ask.

Ok, so by this point you have been quite generous to your prospect. Now you’ve earned the right to ask them for the name and email of someone in their department who could benefit from your product/service. Use the brief template in the infographic below.

#4 Qualify and enter sales cycle.

Now that you have a warm lead, you want to schedule a call with the new prospect. Lead generated, you are ready to sell! If this kind of process gets you excited, you absolutely won’t want to miss our recent blog post about creating your first sales funnel, which shares many ideas similar to the ones you just read about here!