The discussion of the value of Facebook for many B2B companies is a valid one. The truth is that it is not the best engagement platform for all B2B companies. However, it is a great fit for some. The problem is that most B2B companies are only using Facebook for a small fraction of what it can really do. Today I wanted to share three lead generation tips for Facebook that many companies seem to be ignoring.
1. Generate Leads through E-mail subscriptions – Blue Sky Factory does a great job of this, granted the should since they are an e-mail marketing company. However, most B2B companies simply settle for out of the box options that Facebook provides instead of thinking about how they can best maximize their network on Facebook. By including an e-mail subscription form in the side bar of their Facebook page Blue Sky Factory creates another possible way to build its e-mail newsletter distribution and leverage that newsletter to generate sales.
2. Provide a Special Offer or Link to Customer Support – Sure conversations happen on Facebook, but if someone is checking out the fan page for your business odds are they are interested in your product or at worst interested in the knowledge that you are sharing. Give them a reason to find out more about your product. Make a special offer or a free trail (see Hubspot example above) or make it very easy for them to start a live chat or call with a customer service representative that is able to answer their questions. Both of these levels of customer contacts can help generate quality leads that could pontential transition into sales.
3. Mix Paid Content with Free Content – Forrester Research publishes over 20 blogs and many of the posts are linked or republished on their Facebook Fan Page. This consolidation of free content draws fans’ attention to Forrester’s thought leadership on a variety of topics. Forrester is in the business of selling research reports, planning a variety of real world and online events, and consulting with clients. By mixing sales offers for full research reports and paid event listings with loads of free content, which by the way demonstrates the value of their research, Forrester primes fans to take that first step to make a purchase. While those purchases, or event registrations, generate income, they have more value as leads to develop new client business. So Forrester is actually using the freemium model, giving something away and knowing that some people will pay to upgrade or get more, as a lead generation tool for a much large business relationship.
So these are three simple examples of B2B companies generating real leads with their Facebook fan pages. All three of these companies are engaging with their fans and providing value over the Facebook platform, but it is also driving business. Let us know if have other examples of B2B companies driving leads through Facebook by adding to the comments below.