As most of us know, Facebook is an incremental tool for growing a business. As the largest social media platform, Facebook provides businesses with plenty of opportunities to get themselves known to potential customers. The platform also allows companies, regardless of size, to increase their brand’s reputation, engage with customers and leads, promote products and services, as well as increase their reach, traffic, and gather insights about their audience.
Generally, email newsletters are the most common tool for lead generation. Nevertheless, when used correctly, social media – Facebook, in particular – is also a great source of leads. In marketing, lead generation typically falls under the umbrella of advertising, and Facebook is no exception.
With Facebook paid advertising (PPC), you can create and customize all sorts of lead-generating ads for different situations, products, or deals. And while this option is useful, it does, however, come at a cost. What’s more, it doesn’t hold the same benefits as organic Facebook leads.
Simply stated; organic leads stand to represent prospects who’ve come across your company by searching for a product in Google or, in this case, Facebook. Organic leads can also be generated when someone sees your paid lead-ad and tags a friend or shares the ad’s permalink with them. Generally, organic prospects are unaware of your company, products, or services but hold an interest in what you have to offer.
There are several advantages to organic Facebook leads than those that come directly through paid advertising.
Better Chance of a High-Quality Lead
A high-quality lead is a person that best describes the buyer’s persona for your product or service. An organic lead will generally fit this description better since they’ve made it to you organically, not through paid advertising. To maximize the number of high-quality organic leads that you generate, you need to invest your time and energy into producing quality content that’s able to draw these people, in the first place.
Another benefit that comes with organic leads is the ad fatigue phenomenon. Ad fatigue arises when people are feeling so overwhelmed by the number of ads they encounter on a day-to-day basis that they ignore them altogether. With organic leads, you will not face this problem, nor will your prospects treat your first encounter as they would with an ad.
The key to using social media successfully is to engage with your audience and leads. It is particularly true for small businesses. Luckily, however, they are also generally better at it than their more abundant and more impersonal counterparts. Engaging in one-on-ones with your future customers will help you build brand reputation and loyalty and also guide your organic leads down the sales funnel.
Nevertheless, the key is to quickly answer their questions and keep the conversation going. In doing so, you will also get to know your customer better, which will help you develop the buyer’s persona and improve your customer care.
Simply stated, organic Facebook leads will help your small business in ways that others can’t. Not only are they free, but they also help you form better and more meaningful connections with customers.