The most effective way to drive traffic from Facebook is by providing fans with the high quality content they want to read. This will not only get visitors to your site, it will keep them coming back. With all the noise on the internet these days, how do you create content that will stand out and reel the reader in?
Here are a few tips:
Use images to make your content visually interesting.
Listen to your audience and write what they want... it's not about you.
Include data to prove your point and give you more authority.
Provide examples so your audience easily understands your point.
Make sure your content is relevant to your industry.
Link back to your website
While having a lot of Facebook fans makes you look great, it doesn't directly impact your business growth. That's up to you. Once you have your content, it's time to use that to entice your audience to go past your Facebook page and spend time on your website.
The best way to do this is by offering an irresistible call-to-action (CTA) that takes a fan from Facebook to a landing page. This opens up the opportunity of turning that prospect into a lead simply by providing an offer. Post a variety of offers, from limited time promotions or contests (like Pepsi's below) to ebooks and demos, to ensure you're engaging people at all stages of the buying process. Just make sure the offer you provide is aligned with your business goals and brand identity.
It's absolutely crucial to have links to your external site on Facebook. While memes and other images are great for developing a company personality, they don't move people through the marketing funnel and turn them into customers.
Creating clickable calls-to-action
A quality CTA will entice your Facebook fans to take that next step and visit your website. While HubSpot customers can customize CTAs in HubSpot, non-customers can design CTAs using their free templates for creating professional looking buttons in PowerPoint. The offer should be clear and lead directly to a landing page where the prospect can fill out a form to download the offer. CTAs can be placed in both organic and paid Facebook posts by inserting your offer button and linking to the related landing page.
How to create a sleek landing page
The key to creating your landing pages is to make them straight to the point, so the viewer knows exactly what you're offering and what they're supposed to do. To accomplish this:
Be consistent: Whatever you offer in your post and CTA, have the same message and offer on the landing page. You want people so solely focus on what you're offering and immediately know the next step they should take.
Keep it clean. Don't clutter the page with navigation bars that redirect back to your homepage and social media sharing links. The only option your prospect should have is to get your offer.
Make the form simple: Tailor your form questions to the type of offer you're making. Don't scare off your top of the funnel prospects by asking questions that are too personal. Start off with the basics, then ask more detailed questions as leads become more qualified.
How to create effective forms
Using a landing page (as in the Budweiser sample above) with a form will allow you to collect critical information from your Facebook fans that will not only turn them into leads, but also help you track their interactions with your company later on.
It's critical that you collect appropriate data with each offer you give. This means including form fields depending on where the leads fall in the marketing funnel. While you may only ask for name and email address when you're promoting a top of the funnel 2-for-1 offer, you should ask more personal questions when it comes to an ebook or more in-depth offer.
If possible, use progressive profiling (smart forms) to make filling out forms less of a hassle for your leads. This way, when a lead returns to your website to download another offer, they won't have to fill out previously completed fields. As you continue to nurture your leads, you'll be able to ask new questions each time without having excessively long forms.