What does a lead gen marketer love more than leads?
Free leads of course! So when I learned about an overlooked tactic that allowed us to start funneling our Facebook page traffic into leads at zero cost, you can imagine how I excited I was.
Today I’m going to walk you through the steps to building out a Facebook lead form to pin at the top of your business page. Spoiler alert: getting free leads for your business through Facebook is incredibly simple!
As we’ve talked about over the past few months, Facebook has made major changes to their news feed and advertising transparency. Going back to Mark Zuckerberg’s announcement post, we remember his statement:
“As we roll this out, you’ll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard – it should encourage meaningful interactions between people.”
While this seems scary at a first glance, the keyword here is less – Facebook isn’t going to get rid of the revenue they make from advertisers, they are simply going to limit the quantity and demand more quality from their business pages. Therefore, more than before, it’s crucial for advertisers to create meaningful content and build up engagement with their page on Facebook.
By posting engaging content on Facebook, you’ll grow your organic following and start driving more visits to your Facebook business page than before. Now, here’s your opportunity to funnel this page traffic into free leads for your business.
Your Facebook business page should be treated like your website’s homepage…and you wouldn’t leave your homepage without a compelling call to action, would you?
However, the current information tabs and recent posts on your business page offer a long path to conversion…until you start leveraging the real estate of your pinned post!
While this may look like a long list of steps, trust me, it only takes roughly 10-20 minutes to get done. That’s a small time investment for free leads!
Go to your Facebook page, select “publishing tools” and then navigate to “forms library” on the left sidebar:
Once the content section is complete, review the settings. In order to complete this process, you’ll need to adjust the form configuration settings from restricted to open:
Now your form is ready!
Navigate to Ads Manager to create your lead generation campaign:
There’s no need to specify your targeting or adjust the default campaign settings as your ad will only show in your page’s pinned post position. However, to ensure that this will be a non-paid tactic, make sure you set up your campaign with the following settings:
Since we’ll need the campaign to be reviewed before pausing it out, this will ensure that you will spend no more than $5 from the campaign in total.
Publish the campaign and navigate to page posts to find your ads post:
Pick the right ad post and select “publish” in the actions drop down.
Now, head to your business page and pin your new post.
Finally, head back to ads manager and pause out your campaign.
If you want to see this tactic in action, head on over to our Facebook page:
Once you get your pinned post live, you can monitor and download new leads in the forms library within Publishing Tools.
In eight easy steps, you can leverage the conversion-driving power of Facebook’s lead forms and the compelling visibility of your pinned position to generate free leads for your business. What’s not to like?
I will leave you with three final reminders for making the most of this underused tactic:
Looking to drive even more leads from your Facebook advertising? Get a free Facebook Performance Report and see how you can improve in 60 seconds!
Kristina Simonson is a digital marketing specialist at WordStream and is in charge of managing our own paid search and paid social accounts. When she’s not busy driving leads, she enjoys traveling, running, and adventuring for the best margarita in town.
See other posts by Kristina Simonson
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