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Facebook B2B Best Practices Guide

Using Facebook for Lead Generation

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Create Tabs

Create custom tabs for prospects and present a Call-to-Action to capture leads or subscribers.

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Drive Content to Fan’s Newsfeed

• Post consistently 2-3 times a day at different times during peak Facebook usage hours.

• Set a scheduled posts for the middle of the night if you are a global company.

• If you can manually post content. It has a better chance of popping up on your fan’s newsfeed.

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Drive Content to Fan’s Newsfeed

• Promotions > Polls > Pictures > Links > Written Content– Content has a better chance of appearing on fan’s newsfeed in this order.

• Shares > Comments > Likes– These increase the amount of people that will see your posts in this order.– Encourage your companies' employees and friends to interact with your posts

in this way.• Leverage Facebook ads.

– Create Facebook ads to drive impression opportunities and clicks to your page.– Create Facebook ads to directly drive likes to your page.– Target certain audiences with your ads.

• Target the fan base of companies similar to yours.• Target persona’s based on interest or profile data

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Create Awesome Content on Posts

• Do not simply put the title of an article on your posts.– Ask questions. – Use action words such as: learn, discover, find out, check out, etc.

• Create content that your fans can relate to.– Use quotes

• Create general success quotes that almost anyone can relate to.• Use pictures with your quotes or create a picture with your quote on it.

– Create statuses for holidays with pictures

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Why Coaching Is ImportantCreate Awesome Content on Posts• Post pictures about the people at your company. People trust

people, not companies.– Post pictures from events.– Post feel good stories about your employees.

• Post relevant new information about your industry.– It could be an interesting graph, new research, or an interesting

article.• Make them laugh.

– Post humorous pictures from the workplace.– Post cartoons about your industry.

Monday Moments: We know you fought a tough battle to get here this morning

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Avoiding Common Coaching MistakesBe Social• Interact with your fans.

– Always respond to messages and comments.– Create polls or ask your fans questions.

• Comment on other Facebook pages– Find pages of complementary companies in your industry or close to it.

• Show your expertise by interacting with fans on their posts.

• Get other Facebook pages to post your content.• Don’t be afraid to share other page’s statuses. • Like the Facebook pages of other companies in your industry so that

you can see their content.• Post about your Facebook page on your other social platforms.• Think of LinkedIn as your professional formal page and Facebook as

your business casual page.

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Using Facebook Ads

• Test your content in ads– Start ads out with a small budget for a few days. Then, review the ad for optimizations

and see if it is worth continuing. • Target your audience

– Use specific interests and words to specify who sees your ad. Examples: executive, CEO, VP Sales, etc.

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Coaching with Job AidsUsing Facebook Ads

• Drives users to great landing pages– Do not simply link the ad back to your Facebook page timeline. Create

either a specific optimized tab for the user to go to or link them to a great landing page on your company website.

– Send them to a landing page with a high conversion rate.

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Measuring Success• Awesome Content People talking about this Reach Likes Leads

– Leads are not generated overnight; they are a product of a well developed Facebook page for your prospective buyers.

– Make sure you can track your work back to your KPI’s (key performance indicators) such as MCL’s (marketing captured leads) or subscribers of content.

– Content is the initial driver of everything; focus on what you post for your prospects.

• Continuously monitor what is working and what is not with Facebook Insights located in the upper right corner on your home page.