Do you have Facebook? Odds are you’re one of the seven out of 10 Americans who do. What about a Facebook page for your business? If your response is that you don’t see the point or you’ve tried it and haven’t seen results, I’ve got 9 good reasons to give Facebook another look.
Here are 9 tips to turn your Facebook presence into a lead generation powerhouse.
1. Leverage a Personal Profile
One of the easiest ways to start integrating Facebook into your lead generation process is by rethinking the way you use your personal profile.
You probably know that networking within your community can get you more business. That’s why you sponsor a little league team, join local and regional professional associations, and take on other projects to get involved in your local community. And it works. People get to know you and your business, send referrals your way, ask you for help when they need mortgage advice.
In the last few years, the same types of communities have formed online. Facebook is one such online community. The fact that makes it an even better opportunity than local community networking is the reach you can achieve. You’re not limited to your neighborhood, your metro, or your state. Your business can become well-known further afield.
Leverage your personal presence on Facebook and you can generate more leads for your mortgage business.
2. Create Friend Lists for Colleagues, Clients, and More
You can do connect with and engage with lead generation prospects on your personal profile without sacrificing your privacy or bombarding your close friends with marketing messages. To do that, use Facebook’s Lists feature.
The Lists feature lets you add clients, prospects, or colleagues as Facebook Friends and assign them to a custom lead generation list you create. You can share marketing posts only with this group, exclude this group from your personal Facebook use by tweaking the privacy settings, and see a News Feed filtered to only show activity for this lead generation list.
What, you may ask, do you do with this list once you’ve set it up? The answer is to engage with your prospects. Click, like, share, and comment in a professional context.
Chris Johnstone has a good formula for this that balances staying involved and managing your time online. He calls it his 5X5X5 strategy. For Johnstone, this means:
- Liking five posts
- Commenting on five comment threads
- Sharing five links via your business page
3. Build a Business Page
Now that you’ve got your personal profile set up for mortgage marketing, the next step is to create a separate page for your business. A business Facebook page is easy to set up and great for your business. In fact, it’s become nearly as indispensable as having a website.
With your business page, you can:
Add a lead magnet to your page with a custom tab or app to generate new business
Acquire reviews and testimonials on your page from your real customers
Your business page becomes a sort of online storefront, not unlike your website. But there are plenty of features on your business page you can’t get through a website.
The main difference is that with a Facebook page, you’re bringing your business to where your prospects are hanging out online.
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4. Network with Other Industry/Business Pages
Your business page is more than just a static page, however. You can interact with real people as your business for greater effect.
Take all those real-life memberships you have. These groups are also on Facebook. Connect with your local and not-so-local professional associations on Facebook and you’ll be able to join in on industry conversations any time, not just when there’s a meeting or convention.
If you have business referral sources right now, you can connect with these pages, too. Like the business pages of these current referral sources, and you’ll be able to build a mutually beneficial relationship online.
Lastly, remember that all these business pages are ran by real people, just like yours. You’ll get to know the colleagues running these pages over time and if you add value to interactions and stay active, you’ll stay at the top of their mind when they need somewhere to direct referrals.
5. Engage Users with Value-Added Posts, Questions, and Comments
The next question: What do I say to my business page audience? Well, I said earlier part of the 5X5X5 idea includes sharing five links on your business page. Those links can come from two ready sources:
- Your own site updates or blog posts
- Posts and links shared by those professional associations and referral sources you connected with in your networking phase
You can view all the posts from these pages in a filtered feed. Which posts should you share? Ones that interest you, will suit your audience, and that can add value for your audience.
You don’t have to just post content though. Make sure you say something about the items you post. You can also ask your page followers questions. Ask if they agree with the link’s suggestions, or if they have thoughts to share on the subject. You can chime in on comments your posts receive as well as those of pages you follow.
Think of it this way: with your page, you’re giving out helpful info, attempting to start and moderate discussions, and then participating in conversations as they develop. Conversations are where leads tell you the information you need to qualify prospects. Facebook users may even come to you for help originating their mortgage!
6. Plan Ahead for Efficiency and Impact
I will admit that this can become complicated and time consuming — if you let it. Don’t. Plan ahead and set aside time for Facebook mortgage marketing, just like you would for putting together a monthly lead generation newsletter or sending a follow-up letter.
Chris Johnstone lists a number of ideas to get your content started:
- Motivational posts
- Entertaining posts
- News or industry-related posts
- Interactive posts
- Testimonial posts
- Resource posts
- Personal branding posts
You’ll notice most of these topics aren’t really time sensitive. Create an idea box and add things to it as you come across them. That will give you more time to spend converting your mortgage leads rather than hunting for links.
7. Create a Facebook Group for Discussion
Facebook Groups is yet another feature available to market to your mortgage leads. Groups are different from your profile or your business page. While a page is like the showroom in your online storefront, a group is like a conference room. You can choose who’s part of the discussion and manage topics and content.
You’ll need a topic with a lot of interest to build your group around, so think through what will work best for lead generation. Also be prepared to do a lot of the talking at first until your group grows and conversations start happening more naturally. Once they do, Facebook users will start feeling that rapport between you and your business and you should start seeing more business come your way as more time passes.
8. Target Market Segments with Niche Ads
As most people know, Facebook collects a lot of data about its users. What most don’t know is how businesses can use paid Facebook Ads to target just the right users.
As Digital Marketer points out, you could target just people who like peanut butter and jelly. Grilled cheese sandwiches need not apply.
What this means for your mortgage business is that you can choose a niche — say, married users between 25–30 who just had a baby — and then target just that group with paid Facebook ads. This is a better use of a paid ad budget than just blanket marketing across all of Facebook for most businesses. The bonus is that when a prospect sees your ad and wants to learn more about your company, they’ll discover your active, engaging presence on Facebook.
9. Retarget Your Existing Email Lists with Ads
Another feature available for Facebook’s paid marketing is retargeting prospects and clients already on your radar. You have the option to submit an email list to Facebook to build an audience when you set up an ad campaign. If the prospect used the same email address they subscribed to your list with as their Facebook email login, that user becomes part of your potential ad audience.
If you want to increase your referrals and grow your mortgage leads business, Facebook is a great tool to help you succeed. Whether you use your personal profile, a business page, discussion group, or buy paid advertisements, you can reach more of the prospects and clients you’re looking for on their favorite social site. Build that presence and show the value-added, personal side of your business and you’ll see results.