Sometimes, we hear from brand owners that their Facebook marketing is not as effective as expected. This is in spite of pouring a lot of hard work and money into it. Therefore, today’s post is on the seven effective ways to drive leads for Facebook marketing. Enjoy!

Tip #1. Have strong visuals in your Facebook marketing.

Studies have shown that visual content is more than 40X more likely to get shared on social media than other types of content. In addition, Facebook posts with images see 2.3X more engagement than those without images. This is why, for instance, using high-resolution photographs with good lighting is so important in Facebook marketing.

Let’s say you intend to do marketing on Facebook to drive leads for a Sunscreen by The Face Shop:

Picture 1:* Blurry picture with messy background.*

Picture 2:* Clear picture with better lighting and a more meaningful “green” background.*

Both Pictures 1 and 2 have not been photoshopped. Clearly, Picture 2 will experience a higher click-through rate than Picture 1.

The following Picture 3 is the actual visuals used by The Face Shop. Notice how it links their products to respective buyers’ personas.

(Source)

Evidently, it is always wise to photo-edit pictures to make them look more professional and polished. People usually do not want to share posts with ugly photographs on their personal walls. Aside from photographs, it is also possible to use attractive images to improve your click-through rates on Facebook as well.

So make your images work for you! Ensure that they are polished, professionally-taken, and beautiful.

Tip #2. Advertise blogposts that had generated leads in the past.

Use Facebook advertisements to boost lead-generating blog posts. Since the blog post had generated a lot of leads in the past, Facebook advertisements can increase its exposure to a wider audience and generate even more leads.

Don’t change what works!

Tip #3. Use Facebook Live.

Facebook Live appeals to many readers and audiences because they are perceived to be more spontaneous and authentic. In fact, Facebook’s initial data revealed that engagement is 10X higher on Facebook Live videos than on regular videos. A popular method of using Facebook live videos to drive leads is to hold real-time QnA sessions with prospects and your interested audiences, such that they can clarify any doubts they have with you directly. This is a great method of engagement and for their peace of mind.

So make use of Facebook Live for verified pages, and include various call-to-actions not just verbally via your video, but also in the captions of the live video. After completing the Facebook Live video, leave it on your wall, and continue to share it periodically.

The good news is that you can also boost a Facebook Live video like any other video! Boosting the Facebook Live after it is completed will definitely help in your social reach.

Tip #4: Make your Facebook page likable.

An example of a likable Facebook company page is that of Innocent Drinks. Their branding is consistent, and their brand image is lovable, fun, silly, nonsensical, light-hearted.

From time to time, they will also run campaigns to promote various social causes, which is a great expression of corporate social responsibility.

Tip #5: Convey your Unique Selling Point (USP) well via your Facebook advertisements.

By definition, your “unique selling point” should be verifiable and different from your competitors. Therefore, a unique selling point cannot simply be a matter of good phrasing, but rather a good positioning.

The unique selling point of your product or service should address the following elements in a clear way:

• How is the USP verifiable? Is it based on certain proven statistics, or are you the “first” in the industry to do something?
• Avoid using the word “best” or “greatest”. Such words do not add meaning to your brand and cannot be verified.
• Emotional association. How is your brand different in the minds of your consumers? What are some emotions you would like to associate with your brand?

Let’s take a look at the example of one blog shop: Young Hungry Free. This blog shop sells mainly monochrome clothes and has an edgy, “bad girl” vibe, effectively evoking rebellious emotions that are different from other competitors.

Any blogshop can sell monochrome clothes, but how many can evoke strong emotions of “rebellion” and “sexy”? Just the blogshop name alone positions the brand well–they are for the “young”, the “hungry” and the “free”.

Tip #6: Use social proof.

The amount of sponsored messages that we are exposed to per day has nearly tripled over the past decade. Social proof here refers to the reader’s mentality of “I’d have what she has”, because she seems to be trustworthy and cool. The “she” can be a friend, a celebrity or an actual user of the brand.

Advertise testimonials by real customers with a glowing personal experience that your product or service is really good. Consider using celebrity endorsements as well to drive leads. Have a blogger who has endorsed your product? Boost one line from her review, so that it captures attention.

Spotted celebrities using your brand? Advertise it on Facebook!

(Celebrities spotted with a cuppa’ Starbucks in hand: Source)

Tip #7: Have a sense of humour!

Using humour in your Facebook marketing and advertising will make your content more memorable, and therefore drive leads.

Some examples? The social media team at Oreo does humour very well. For local examples, check out some of Super Store Singapore‘s Facebook campaigns:

When you have funny content on your Facebook page, it will definitely drive leads to your brand!

We hope you have enjoyed today’s post and hope you find the seven tips useful!