The Definitive Guide to Lead Generation

CHAPTER SEVEN: SOCIAL MEDIA AND LEAD GENERATION
FACEBOOK
Facebook News Feed
Facebook’s News Feed uses an
algorithm to determine whether your
posts get displayed on a user’s News
Feed, which is critical for lead
generation. So how do you get your
posts to appear? This algorithm has
gone through numerous iterations, and
(like Google) will continue to change
over time, but it always responds to
content engagement—if users and
their networks interact with your
content, it will show up in the feed. If
not, it will be dropped.
Here are some other factors that the
algorithm considers:
• Affinity:
How close is the relationship
between the user and content?
• Weight:
What type of action was taken on
the content?
• Decay:
How current is the content?
• Hide Post/Spam:
What types of posts does a user
usually hide or mark as spam?
• Clicking on Ads:
Do users interact with the ad?
• Device Considerations:
Can multiple devices handle
your content?
• Story Bumping:
A post may be older, but is it still
being interacted with?
Promoted Posts
Amplify your lead generation and
engage your followers (and your
followers’ networks) by putting paid
efforts behind some of your top posts.
Remember, when using promoted
posts for lead generation purposes,
there should always be a strong
CTA—ask 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.
Any post you promote will
automatically appear higher in the
News Feed, so more people will see it.
You can also determine a specific
budget for each promoted post. Your
budget will depend on your personal
business objectives, but Facebook
prices promotions based on your fan
count and budget—they can range
from $10 to $1000.
At Marketo, we promote assets and
daily blog posts with strong Facebook
CTAs, and we’ve seen a big uptick in
visibility since we started doing so.
Recently, we created a Facebook
promoted post for our Definitive Guide
to Engaging Email, which led to 9,923
clicks; 6,765 actions (“likes” and
comments); a 3.976% click-throughrate;
and cost us $0.70 per click.
• Post Types:
What types of posts does a user
typically interact with?
Promoted Facebook post from Marketo
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