5 Top Lead Generation Strategies for Facebook

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Since its launch in 2004, Facebook has grown exponentially, reaching the 100 million user milestone just 4 years after its conception. From here, constant technological and social development and a center stage in the media has led to the well-oiled social media platform that we all know and love today.

However, this is by no means the end of the story, especially for social marketers like you and me. With over 1.1 billion active monthly users, and an abundance of opportunities for targeting and paid advertisements, Facebook should be a key aspect in any lead generation campaign.
With only 50% of marketers using Facebook for lead generation, the audience is up for grabs and by following these 5 top lead generation strategies, that audience could be all yours… But how?
To find out you can keep reading or download our Ebook on the science behind successful Facebook Advertising.

1) Contagious Content

For content that works on Facebook, the key is to strike a balance between offering content that is valuable for brand positioning, and content that is fun and shareable on social channels.
If you can show value to your followers, your lead generation efforts can have a huge network effect. Here at Sherpa, we have found that to successfully generate leads on Facebook, you need:
– Compelling messages
– Eye-catching visual
– Mass audience appeal and share-ability
– A clear CTA
– Personality!
– Read the HubSpot blog on 12 of the best Facebook posts for lead generation here.

2) The News Feed

This is the heart and soul of Facebook, so if you can understand how to optimise the algorithms behind the news feed to your advantage, then you will have a powerful tool to add to your repertoire.
So how do you get your posts to appear? Well, if users and their networks engage with your content, it will show up in the feed, if not, it will be dropped. Some of the other factors the algorithm considers are:
Affinity – How close is the relationship between the user and the content?
Weight – What type of action was taken on the content?
Decay – How current is the content?
Post Types – Which type of posts does a user typically interact with?

3) Promoted Posts

The key to promoting posts is to always include a strong CTA in the post, for example, ask your followers to download an asset, attend a webinar or learn about a new product… you want people to have something to click on!
How do promoted posts work? You can promote a post (including status updates, videos, blog posts and offers) directly from your News Feed, and any of these will then automatically appear higher up. In addition Facebook live videos appear higher in the News feed than anything else, and you can read about 7 of the best Facebook Live Videos that we’ve ever seen here.

4) Facebook Ads

Facebook ads provide highly targeted opportunities to reach your audience. You place a bid on how much you want to pay per click or alternatively you can pay per thousand impressions. Much like a typical PPC ad, the cost depends on the popularity of your keyword terms.
You can also target Facebook ads based on a variety of demographic criteria including location, job title, age, industry, gender and more.

5) Tracking and Results

Facebook’s page insights application provides fantastic analytics, tracking and a variety of engagement and ad performance metrics. Page insights will let you see:
Page likes
Post reach
Organic/paid reach per post
Post clicks
Post likes

I hope that you find these 5 top lead generation strategies for Facebook helpful, if you want help with any other sort of demand generation we’ve been doing it for a long time now and you can read about everything we’ve learnt here. Remember, Facebook is constantly changing and while these ideas are a strong start to success, nothing beats testing each strategy for your own audience!

Inbound Marketing – the simple way

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Inbound marketing is about delivering the right content in the right place at the right time, thus creating marketing that people love. Instead of interrupting with cold calls and interruptive ads, inbound marketing attracts people to your website when they’re interested in finding a solution (yours) to their problem. Inbound marketing has four key parts, each leading into the next in a seamless flow.

1) Focused and optimised websites, blogs, targeted keywords, and social media that attract visitors instead of interrupting them with annoying marketing messages.

2) Smart websites convert these prospects into leads using calls-to-action to highlight high level content, forms to gather information in exchange for that content, and landing pages to convince people of the content’s value.

3) Prospects are assisted through their buying process using email lead nurturing, lead scoring, and follow up work flows, and closed-loop reporting to close those leads into customers.

4) Customers are delighted when smart content and lovable social media marketing delivers personalised content to keep them engaged while delivering ongoing value for the life the relationship.Inbound Marketing Made Simple

Hubspot have produced this simple image that sums up Inbound Marketing. Its basically saying that instead of focusing on EVERYTHING, inbound focuses on a few targeted techniques that might help find potential buyers/customers find you when they have made the decision in what they need. This can be done through social media, search marketing (from search engines) or through your brilliant content you create! Doing this will bring your business better and more qualified leads so your sales team can do their job!

The Importance of Keywords

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Keywords are much more than just a randomly selected list of words. They are actually very strategic in nature, and form the foundation of all inbound marketing efforts.

Keywords are generally defined in three ways:

1) Focused concepts for your marketing
2) Words that identify the content on your website
3) Search terms for search engines

>>Click to enlarge<<


Research about five or six distinct groups of words (keywords) that your prospects search for or find of particular interest in relation to your industry. These groups of keywords will form the framework for all ongoing content creation, whether they’re used on website pages, blog posts, social media posts, webinars, ebooks, etc.

Remaining focused on a set of keywords will increase the likelihood of being ranked by Google (and other search engines) when people search for related terms.

Use tools like HubSpot and Google Planner to help you better understand the right keywords for your strategy.

Infographic from http://www.gorilladigital.co.uk/infographics/  

Google: From a research project to the world’s most visited website

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mobile-phone-1087845_1920Google has evolved from a 1996 research project into the world’s most visited website with more than five billion searches every day. Providing the most relevant search results to users fuels its massive growth. Google monetises this huge stream of traffic with pay-per-click advertising (AdWords) placed next to organic results.

Most recently, recognising the impact of social media, Google started its own social network — Google+. We earn our audience’s attention with compelling content. It’s our job to get it discovered in search engine page results whenever people search for a solution to a problem that we provide. And because Google now also looks at our content post’s popularity on social networks as a way to determine what to include in its SERPs, we rejoice because we’ve been doing things the right (even if more difficult) way all along. It’s up to us to convert strangers into customers and promoters of our businesses. Google’s reach and widespread popularity helps us do just that.

According to Social Times Google+ is all about gaining and maintaining visibility. Because it is a social media platform it works just as others do, however with the backing of Google it has a larger audience. Google+ is based on rankings, so people follow you as a business, because maybe you are putting relevant content out, they get ranked higher. They then share your content (as you would on other social media forms) and your audience grows. More people follow you off the back of this and your rank gets higher, which builds your SEO!!
Everyones a winner!

For more tips on Inbound Marketing, why not download our Whitepaper?


Facebook or Faceache?

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46% of online users are relying on social media before making their purchase decision, coupled with the fact that Facebook is everyones social media platform of choice, its easy to see why Facebook is the platform customers are using to make their decision with products and services.

With more than 1 billion active users on Facebook, there’s no denying that this social networking site is a viable place to attract potential customers, which is why 75% of brands promote their facebook posts because of the size and scale of the audience. On your page, you can post interesting photos or engaging posts. Your goal is to build a community where you can interact and build relationships. Whether it’s with your college roommate or a contact you met at a networking event, you never know where your next new business lead will come from.

Facebook and inbound marketing go hand in hand. By posting regular status updates on your page with teasers enticing your community to click on the provided link, you can drive traffic back to your website. You can also easily promote your most recent blog post and post a link to the full entry – another way to drive traffic back to your site. In addition, you can use Facebook to promote your calls-to-action (CTAs), which will enable you to build up your email list and bring your potential customers down the sales funnel.

However remember that Facebook is not for every business and, if it’s not kept up to date or is full of irrelevant or poor posts, it can have a more damaging effect on your product, service and the business.


For more tips on Inbound Marketing, why not download our Whitepaper?


Why Marketeers love Email Marketing

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144.8 billion – that’s the number of emails sent every day, according to Mashable!

email_marketingjpgSmartInsights are sharing this great infographic that asks us as marketeers why we rate email marketing so well. We love it don’t we!? It’s simple, easy and most of the time it doesn’t take long to get them sorted!

But how do we stand out from the clutter and deliver the right message, to the right audience, at the right time? And how do we measure the return on investment (ROI)?

With inbound email marketing, you can stand out. When you integrate your email campaigns with other data sources, you generate qualified leads (which is what marketeers love!), and follow them through the entire sales process. You build trust by    nurturing these leads with targeted messages based on their  actions, needs, and interests to help them become ready to buy.

ROI? With inbound analytics, you know how many customers are generated through email. Plus, you can provide existing customers with relevant content to help them achieve their goals.

Related: Why Email Marketing

For more tips on Inbound Marketing, why not download our Whitepaper?



Why Dynamic Content is right for your business

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Dynamic content is content that caters specifically to the viewer, letting you provide relevant information whether they’re a prospect, lead, or even a returning customer. As a result, it provides the opportunity for you to be a champion of “context” — providing the right content at the right time. Dynamic content is an extremely important component of inbound marketing.

business2community give us these 8 great reasons as to why you should use dynamic content:


So why wouldn’t you try dynamic content?!

As marketers, we want to make sure we’re reaching the learners (ToFu), shoppers (MoFu), and buyers (BoFu), and provide the right content or calls-to-action to nurture them into customers and evangelists. Dynamic content lets us reach each of those types of viewers with the right content, at the right time.We make the entire buying cycle more efficient whenever we use dynamic content.


For more tips on Inbound Marketing, why not download our Whitepaper?