7 Prerequisites for Generating Leads on Facebook
Posted: Mon Jan 06, 2025 3:30 am
1. Work on your Personas (really!)
To generate leads on Facebook, it is essential to understand how your target uses the social network, their expectations and the content formats they appreciate.
Every week I meet companies that are unable to make their investment on Facebook profitable. When I ask them if they have clearly defined the characteristics and expectations of their targets, they all tell me yes. Without exception
However, when I dig deeper, I realize that they only have a vague idea of who their target is: they have defined the sector of activity and some information such as turnover and number of employees.
This is clearly not enough!
Today, buyers conduct the majority of their purchasing decisions alone, oman email list mainly on the Internet . They ask themselves specific questions throughout the purchasing process, encounter specific issues and obtain information on different media.
To generate leads on Facebook, you need to send the right message to the right person at the right time . This inevitably involves creating your Personas .
Did you know that at the agency, we spend about two weeks working on the personas of our new clients? This should convince you to take the time to work on yours, before launching on Facebook.
2. Modernize your publication formats
Being visible on Facebook is no easy task.
To increase your visibility and generate engagement , it is essential to respect the rules of the game imposed by the social network algorithm.
So, you should favor native formats on Facebook.
What formats work on Facebook to generate leads?
Until the late 2010s, to generate leads on Facebook, you could share links to your website in your posts.
Now the algorithm doesn't let you do that anymore.
If you share a link to your website, Facebook will restrict your post because it doesn't want its users to leave the platform. At least, not for free, hence the need to sometimes invest in Facebook Ads .
However, there are some publication formats that still rank highly with the algorithm.
To go further, I suggest you consult this article:
10 Types of Posts to Test on Facebook
3. Commit to an Editorial Calendar
It’s one of my top resolutions every year: to create an editorial calendar – and follow it – for the agency’s social media posts.
On this point, we can say that we are a bit like the shoemaker with bad shoes!
When we start working with a new client, we usually start with a 6-week Inbound Marketing Workshop where we work on this calendar in particular.
For the agency, I am much less rigorous and I clearly lose efficiency.
Creating an editorial calendar for your social networks will allow you to skillfully plan your communications and really commit to staying consistent in your actions .
This is one of the keys, if not THE key, to generating leads on Facebook.
4. Boost your communication with Facebook Ads
Facebook is great for communicating, but you probably know that it's getting harder and harder to do it for free. And it's not going to get any better!
As a reminder, when you publish content on social networks, not all of your contacts, fans or subscribers see it in their news feed .
We're talking about Reach.
Whether it's Facebook, LinkedIn or others, the news feed on social networks depends on an algorithm that is specific to them.
To be more visible and generate leads, I advise you to use sponsored campaigns.
These sponsored campaigns will not only allow you to ensure that your fans/subscribers see your content but also to reach people who do not follow your Facebook page.
5. Dazzle with video
video to generate leads on social networks
As you can see in this graph from a study by Ericsson , 55% of mobile internet traffic comes from video .
By 2023, video will account for 75% of internet traffic.
At a time when buyers are connected 24/7 with their smartphones, it is essential to integrate video into your Facebook communication strategy to generate leads.
The buyer will also feel much closer to you and you will have a better chance of gaining his trust. Hence the following prerequisite.
6. Communicate live
This prerequisite is therefore an extension of the previous one.
To generate leads on Facebook, I highly recommend you to indulge in Live Videos.
This is also one of my resolutions: shall we make it together?
Live has many advantages.
First, Facebook and social networks highlight Lives in the news feed. Then, live video allows you to interact with your community and ensure a feeling of proximity dear to the B2B buyer .
Whether it's to communicate news, present one of your products, create tutorials or even show behind the scenes, live video will undoubtedly allow you to generate leads in 2018.
7. Analyze the performance of your actions
If you had to remember only one of the 7 prerequisites presented in this article, it would be this one.
Too many companies communicate on social networks without taking the time to analyze the performance of their actions.
When they do manage to generate leads, they don't know why and so can't replicate their exploits.
When it doesn't work, they also don't know why and worse, they often notice it too late.
The Internet and social networks, unlike traditional communication levers, allow you to analyze your actions in real time and optimize them in the process. Why deprive yourself of them?
Analyzing the performance of your actions on Facebook is the best way to optimize your ROI .
To generate leads on Facebook, it is essential to understand how your target uses the social network, their expectations and the content formats they appreciate.
Every week I meet companies that are unable to make their investment on Facebook profitable. When I ask them if they have clearly defined the characteristics and expectations of their targets, they all tell me yes. Without exception
However, when I dig deeper, I realize that they only have a vague idea of who their target is: they have defined the sector of activity and some information such as turnover and number of employees.
This is clearly not enough!
Today, buyers conduct the majority of their purchasing decisions alone, oman email list mainly on the Internet . They ask themselves specific questions throughout the purchasing process, encounter specific issues and obtain information on different media.
To generate leads on Facebook, you need to send the right message to the right person at the right time . This inevitably involves creating your Personas .
Did you know that at the agency, we spend about two weeks working on the personas of our new clients? This should convince you to take the time to work on yours, before launching on Facebook.
2. Modernize your publication formats
Being visible on Facebook is no easy task.
To increase your visibility and generate engagement , it is essential to respect the rules of the game imposed by the social network algorithm.
So, you should favor native formats on Facebook.
What formats work on Facebook to generate leads?
Until the late 2010s, to generate leads on Facebook, you could share links to your website in your posts.
Now the algorithm doesn't let you do that anymore.
If you share a link to your website, Facebook will restrict your post because it doesn't want its users to leave the platform. At least, not for free, hence the need to sometimes invest in Facebook Ads .
However, there are some publication formats that still rank highly with the algorithm.
To go further, I suggest you consult this article:
10 Types of Posts to Test on Facebook
3. Commit to an Editorial Calendar
It’s one of my top resolutions every year: to create an editorial calendar – and follow it – for the agency’s social media posts.
On this point, we can say that we are a bit like the shoemaker with bad shoes!
When we start working with a new client, we usually start with a 6-week Inbound Marketing Workshop where we work on this calendar in particular.
For the agency, I am much less rigorous and I clearly lose efficiency.
Creating an editorial calendar for your social networks will allow you to skillfully plan your communications and really commit to staying consistent in your actions .
This is one of the keys, if not THE key, to generating leads on Facebook.
4. Boost your communication with Facebook Ads
Facebook is great for communicating, but you probably know that it's getting harder and harder to do it for free. And it's not going to get any better!
As a reminder, when you publish content on social networks, not all of your contacts, fans or subscribers see it in their news feed .
We're talking about Reach.
Whether it's Facebook, LinkedIn or others, the news feed on social networks depends on an algorithm that is specific to them.
To be more visible and generate leads, I advise you to use sponsored campaigns.
These sponsored campaigns will not only allow you to ensure that your fans/subscribers see your content but also to reach people who do not follow your Facebook page.
5. Dazzle with video
video to generate leads on social networks
As you can see in this graph from a study by Ericsson , 55% of mobile internet traffic comes from video .
By 2023, video will account for 75% of internet traffic.
At a time when buyers are connected 24/7 with their smartphones, it is essential to integrate video into your Facebook communication strategy to generate leads.
The buyer will also feel much closer to you and you will have a better chance of gaining his trust. Hence the following prerequisite.
6. Communicate live
This prerequisite is therefore an extension of the previous one.
To generate leads on Facebook, I highly recommend you to indulge in Live Videos.
This is also one of my resolutions: shall we make it together?
Live has many advantages.
First, Facebook and social networks highlight Lives in the news feed. Then, live video allows you to interact with your community and ensure a feeling of proximity dear to the B2B buyer .
Whether it's to communicate news, present one of your products, create tutorials or even show behind the scenes, live video will undoubtedly allow you to generate leads in 2018.
7. Analyze the performance of your actions
If you had to remember only one of the 7 prerequisites presented in this article, it would be this one.
Too many companies communicate on social networks without taking the time to analyze the performance of their actions.
When they do manage to generate leads, they don't know why and so can't replicate their exploits.
When it doesn't work, they also don't know why and worse, they often notice it too late.
The Internet and social networks, unlike traditional communication levers, allow you to analyze your actions in real time and optimize them in the process. Why deprive yourself of them?
Analyzing the performance of your actions on Facebook is the best way to optimize your ROI .