Posted on 10 Jul 13 by Annie George
According to recent stats, Facebook captures 10% of all Internet visits, with visitors spending an average of 28 minutes on the social media site. More importantly, 50% of Facebook fans prefer brand pages to company websites. This doesn’t mean abandoning your company website; to the contrary, it means that your business should be leveraging this popular social media platform to drive traffic to your website to capture leads. How?
Of course, with content, which allows you to update your Facebook status, share info with fans, and generate engagement. What type of content? Blogging is the first thing that comes to mind. It allows you to present fresh content and is a way of engaging your Facebook community by posting a link to your most recent blog on your website and getting people commenting and sharing.
Visuals (photos and videos) are also a great way of attracting fans and engaging your community. In fact, within one month after Facebook introduced its timeline feature whereby in businesses could incorporate visual content, there was a 65% increase in engagement.
You can also incorporate relatable examples on your Facebook page, with case studies or testimonials that draw your community’s attention. Then link back to your website with a strong call to action for more information that is related to the case study or testimonial. Perhaps, the testimonial, for example, is a customer thanking you for all your help on a homeowners claim after a severe weather event. Tell part of the story, and link back to your website with the ability to find out more information about your homeowners insurance products and services.
Pose questions on your Facebook page to generate increased engagement and additional comments. And, garner attention from your audience by posting a statistic relevant to the insurance industry/target market or a quote from an influencer in the industry. It’s easy and you can generate more likes and shares this way with minimal effort by your readers.
Now that you are on a roll with content generation in Facebook, begin generating direct leads by sharing content that links directly back to a form on your website where visitors can share information in exchange for an offer (such as the example I gave above regarding a homeowner testimonial that links back to your company website). You can also generate indirect leads by using Facebook as an influencer towards conversion. For example, if you shared a blog post that had a call-to-action to a landing page at the bottom of the post, your initial Facebook share is helping to direct visitors to that landing page.
Incorporate a call to action right on your Facebook page with a photo that has links to your website. For example, you can promote a white paper or video for downloading. Or, you can promote an event you’re agency or company is sponsoring that may be of interest to your community to attend – particularly those in your local area. You can host a webinar on a specific topic of interest (right before summer season, for example, you can host a webinar on boating tips, the insurance needed, etc.). If you decide to host a webinar, capture leads from Facebook by creating a custom event page for that webinar. There are a couple advantages to this strategy. One is that when you invite someone to an event, they will then receive notification for popular activity on that event page. A Facebook event is also more visible than a standard Facebook post.
This is just the beginning…You can use Facebook ads to generate leads as well, which we will discuss in a future article.