5 Simple Secrets to B2B Lead Generation on Facebook

As a B2B marketer, you may view Facebook as a platform primarily for consumer brands. But with over 2.7 billion monthly active users, including 65 million business decision makers, Facebook offers immense untapped potential for B2B lead generation.

The key is to approach Facebook marketing with a P2P (person-to-person) mindset rather than a business-to-business one. By building genuine relationships, sharing valuable content, and leveraging Facebook‘s robust advertising capabilities, you can fill your sales pipeline with qualified leads.

At [Company], we‘ve generated over [impressive lead number] leads in [timeframe] by applying a few simple Facebook lead generation secrets. And today, I‘m going to share those secrets with you. Backed by data and examples, these proven tactics will help you get the most out of your Facebook marketing efforts.

Secret 1: You Need a Content Strategy, Not Just a Facebook Strategy

Successful lead generation on Facebook starts with content. You need a steady stream of helpful, relevant content to attract your target audience and get them to engage with your brand.

According to the Content Marketing Institute, 80% of B2B marketers use content marketing to generate leads and 70% say it‘s their top performing lead gen tactic. On Facebook specifically, brands that post educational content generate 3X more leads than those focused purely on promotion.

The types of content that work well for B2B brands on Facebook include:

  • Blog posts
  • Industry reports
  • How-to videos
  • Case studies
  • Ebooks and whitepapers
  • Infographics
  • Interviews with thought leaders

The key is to create content that aligns with the needs and interests of your target buyers. What questions are they asking? What challenges are they facing? Develop content that addresses those topics and positions your brand as a trusted resource.

For example, HubSpot, a leading marketing software company, uses their Facebook Page to share a variety of educational content including blog posts, ebooks, templates, and research reports. By providing immense value to their audience of marketers, the HubSpot Facebook Page has amassed over 4.5 million followers and generated hundreds of thousands of leads.

Secret 2: Don‘t Just Post Lead Gen Content

It‘s tempting to want to push lead generation offers in every Facebook post. But to build an engaged audience, you need to focus on providing value, not just extracting leads.

In fact, a study by BuzzSumo found that the ideal ratio of promotional to non-promotional content on Facebook is 1:4. That means for every one lead gen or sales-focused post, you should publish at least four pieces of educational or entertaining content.

This 80/20 rule helps you build trust and authority with your audience. By consistently showing up with helpful content, you train people to pay attention to your posts. Then, when you do promote a lead magnet or offer, they‘re much more receptive.

Take Moz for example. The SEO software company maintains a good balance of educational and promotional content on their Facebook Page. They share useful blog posts, videos, and research alongside occasional webinar and free trial offers. By not being overly sales-y, Moz has built an active community of over 100,000 fans and drives a steady stream of qualified leads.

Secret 3: Set Engagement Goals for Every Post

Generating leads on Facebook requires an engaged audience. But engagement doesn‘t happen by accident – you need to be intentional about the types of interactions you want each post to drive.

Every time you publish a piece of content on Facebook, set a specific engagement goal such as:

  • Driving a certain number of comments
  • Reaching a specific share count
  • Getting a minimum number of link clicks

Setting engagement goals keeps you focused on creating content that resonates with your audience and inspires them to take action. It also gives you clear metrics to measure success.

For example, when we publish a new blog post on the [Company] Facebook Page, our goal is to drive at least [number] link clicks to the article. For industry research reports, the target is [number] downloads. And for thought leadership videos, we aim for an average watch time of [number] seconds.

By setting these tangible goals, we‘re able to quickly gauge which content is hitting the mark with our audience and adjust our strategy accordingly. Since implementing this approach, our average engagement rate has increased by [impressive percentage].

Secret 4: Visuals Are Non-Negotiable

If you want your content to stand out in the crowded Facebook News Feed, visuals are a must. Posts with images see 2.3X more engagement than those without, while posts with videos drive 3X more clicks on average.

Visuals are especially important for B2B brands, as they help make complex topics more accessible and engaging. A well-designed infographic can condense a lengthy research report into a highly shareable asset, while a short explainer video can bring a dry product feature to life.

LinkedIn Marketing Solutions is a brand that does this well. They routinely publish eye-catching visuals on Facebook including colorful charts, inspiring quote graphics, and informative videos. As a result, their posts consistently generate thousands of likes, shares, and comments – helping to drive leads for their marketing products.

When creating visuals for Facebook, keep in mind that the majority of users access the platform on mobile devices. Make sure your images are optimized for small screens and that any text is large enough to read. For videos, include captions since most people watch without sound.

Secret 5: Don‘t Rely on Organic Reach Alone

While publishing engaging content is critical, the reality is that organic reach on Facebook is limited. Thanks to the News Feed algorithm, only a small fraction of your Page followers will see your posts in their Feed.

To maximize your lead generation efforts, you need to supplement your organic strategy with paid advertising. Facebook offers a variety of ad formats designed to help you reach and convert your target audience:

  • Lead generation ads with instant forms
  • Link click ads to drive traffic to your website
  • Video ads to showcase products and services
  • Carousel ads to feature multiple offerings
  • Dynamic product ads to retarget website visitors

Using Facebook‘s robust targeting capabilities, you can micro-target the B2B decision makers most likely to be interested in your offerings. Zero in on specific job titles, companies, industries, locations, interests, and behaviors to ensure your ads reach the people most likely to convert.

Take InVision, for example. The design software company uses Facebook lead gen ads to get sign-ups for free trials of their product from designers and creative professionals. By targeting people with relevant job titles and interests, InVision is able to consistently generate high-quality leads at a low cost.

And the targeting capabilities don‘t stop at prospecting. You can also create custom audiences of people who have engaged with your Facebook content, visited your website, or even signed up for a webinar. By syncing this data with your CRM, you can ensure leads continue to see relevant content as they move through your sales funnel.

Unlocking Facebook‘s Potential for B2B Leads

By applying these five secrets – developing a robust content strategy, maintaining a balance of promotional and non-promotional content, setting engagement goals, leveraging eye-catching visuals, and amplifying your efforts with targeted ads – you can turn Facebook into a reliable source of qualified B2B leads for your business.

Remember, the key to success on Facebook is building genuine relationships. By consistently showing up with valuable, relevant content and offers, you‘ll earn the trust and attention of your audience.

So, what are you waiting for? Go put these secrets to work and make Facebook your top B2B lead generation channel for [year] and beyond!

Bonus Tip: Use Facebook Remarketing to Convert More Leads Into Customers

Don‘t let the leads you generate on Facebook go to waste! By setting up Facebook remarketing campaigns, you can stay top-of-mind with prospects and guide them toward becoming customers.

Here are a few ideas:

  • Retarget people who clicked on a lead gen ad but didn‘t submit the form with a reminder or special offer
  • Promote relevant case studies and product demos to leads who have visited your website
  • Follow up with new email subscribers by inviting them to sign up for a free trial or consultation
  • Share customer success stories with leads who attended a webinar but haven‘t converted yet

Remarketing allows you to tailor your Facebook ads to each lead‘s unique needs and stage in the buying process. The result is higher conversion rates and a better return on your Facebook ad spend.

According to one Facebook case study, B2B companies that used remarketing saw a 3X increase in leads and a 50% reduction in cost per lead vs. prospecting alone.

So, as you implement the Facebook lead generation secrets above, make sure to also put a remarketing strategy in place. Your sales team will thank you!