10 Step Quick Start Guide to Building a Lead Generating Facebook Page

You might be wondering why I’m writing this post.
Surely we all know how to create a Facebook page by now right?
Well, firstly – actually No we don’t. I still get emails every day from people unsure how to start their first FB Page for their business.
Secondly, this isn’t just any Facebook page. This is a Lead Generating Facebook Page.
It is absolutely imperative that we as SMALL business owners do everything in our power to get our fans and potential customers off of facebook into an email list as soon as possible.
That is, unless you have very deep advertising pockets!
So here’s my 10 Step Quick Start Guide to Creating Your Lead Generating Facebook Page

Step 1 – Create your page.

Obvious right!
This process hasn’t really changed in any distinctive way recently, but if you’ve never done it before, here’s how;
Go to – https://www.facebook.com/pages/create/

Choose the page type that is relevant to your business, pick your category and add the name you want to use for your page.

Then just work through the 4 steps they give you, or skip to complete later;
1. Your About Section
2. Your Profile Picture
3. Adding the page to your favourites list on your FB Home page
4. Create an ad to promote the page




Probably the only things you may want to do here are your about and profile. Although all of it can be skipped and completed once the page is live.
You may also have the option to choose your URL name at this stage. If so fill that in as well, remembering it can only be changed once!
BOOM, you have a page!

Step 2 – Make it Interesting

1. The Timeline Cover
Although only a very small percentage of people will ever actually visit or make a return visit to your page (most activity will happen in the newsfeed), your page still needs to look visually appealing. Poor quality timeline covers and obscure profile pics just won’t cut it when people hover over your brand name in their stream.
If you want people to trust you enough to give you their name and email address, then you need to ensure that you look like the real deal. These days with all the image tools available for us and sites like Fiverr.com etc, there is no excuse for poorly put together images.
If design isn’t your thang, then don’t be proud, let someone else do the work for you!

2. Profile Image
When you do start to expose your page to the public via the newsfeed, you will be asking them to liken or engage or convert so which do you think they’re more likely to take action on, a profile photo with an unrecognisable logo or a nice smiley face?
As your brand grows you can maybe put your logo in their later, but for now, people want to see YOU!

3. Milestones
Before you start adding content and filling your page with posts take a moment to create your founding Milestones. What’s your story, where did you come from, what’s your mission etc.

These won’t get a massive amount of exposure, but should someone want to find out more about you and search through your posts, this will add some credibility and show you care.
4. About
Lastly in this section, you need to take some time to ensure your About section is complete. Particularly the bit that shows on your page.
Add the url to your website where people can find more about you and add a short description focusing on how you’re of benefit to the person visiting.

Also I highly recommend adding yourself as the featured owner of the page. If I ever want some more info about the company and I search and can’t find the owner (or a representative) I instantly start to question the company. I want to know there are real people behind it.
Don’t give your potential customers a chance to question you.

Step 3 – Add Valuable Content

What is valuable content?
Quite simply content that HELPS!
As your business grows you want comments such as –
“Thanks for sharing X, that’s a great tip”, or
“I’m going to start using that in my business today, brilliant!” or even,
“Wow you’re so amazing I just don’t know what I would do without you!”
Ok, Ok, the last one is a bit dramatic, but you get my drift!
Let me share with you some tests I have been running lately regards content.
Please remember these are my results for my page in my niche. You absolutely MUST do your own testing to see what works for you. But at least this will give you something to measure your results against.
These are charts I created showing the various percentages of reach and engagement each post type got over a 3 month period.


The takeaways here are;
Link Posts get by FAR the biggest reach and engagement out of all four post types. Now this makes sense as FB have just announced that they’re officially giving link posts precedence now over anything else in the newsfeed. So where possible, add a link in your posts.
Now don’t just add a link leave it at that. You need to add some substance to the link.
Here’s a couple of examples of link posts that earned us a lot of post clicks, links clicks, post likes & page likes;

Photo Posts are the next on the list for reach and engagement. But remember FB aren’t that keen on ‘memes’. They will reward you for good solid content. As such we have started to make our photo posts ‘mini blog posts’, each one maybe 100 – 150 words ish (whatever it takes to give the message and value).
The effect of this is the increase in Likes we’re getting to the page on top of the engagement on the posts themselves!
Now please note we do run ad campaigns every day to our page, but the budgets are only $5 / $10
Look at the results of a couple of our engagement campaigns over the last couple of weeks, promoted to people ‘not connected to our page’. We were paying for post engagements, the page likes & web clicks were a Bonus! Happy Days!

So post a meme or two, FB may not like em, but people still do, but make sure you also post some meaty content along with your photos.

Now look at the stats for Video Posts. Low reach but HIGH Engagement. Why is that, because similarly to link posts, the person engaging with your post actually has to ‘click’ to play and each click is counted.
Unfortunately I haven’t tested this extensively yet as the video quality on FB is incredibly poor for most of the videos I have tried to upload (even when uploaded as HD), so I’m still looking into this one. But FB have added a new objective in Ads for Video Views and of course with the new auto play in the newsfeed, it’s obvious they want a bit more video action going on in the newsfeed so well worth testing!
Lastly the good old Status Update. Looks like FB have forgotten their roots! Not much to say other than, very low reach and engagement.
So get testing and measuring your content types and remember the rule! Value, value, value.

Step 4. When you first get your page published you need to get some likes.

Here’s some tips to getting your first few hundred likes;
1. Invite your friends.

2. Invite your email contacts – (NB: I’ve left that in as it was previously an option, however it now seems to have disappeared. Do you still see it on your page?)
3. Post about your page on your personal wall
4. Add a Like Box to your website
5. Create an Interest List & invite people to subscribe
6. Add to your emails / slides / PDF’s / anywhere you post content
7. Email your database
8. Add to the about section of your profile on FB

9. Ask any group owners or contacts you have to share it
10. Look out for FB Fridays in your niche, do any of the pages you like regularly let members post about their pages on their wall?
This is just the tip of the iceberg and will get your page off the ground.
The next step is to;

Step 5 – Run a Like Ad Campaign

The simple fact is, if you want to build your business using Facebook as a lead generating tool you are going to have to invest in advertising. That is the price of business. Starting and growing a profitable business is not and has never been free.
Although, we did have a bit of a honeymoon period as FB were coming out of nappies which was nice.
But as scary as paid media may sound, it’s actually very easy and FB Ads in particular are incredibly cheap and laser targeted compared to more traditional advertising channels such as magazines, newspapers, radio or TV.
My advice is that you begins to run campaigns for only $5 / $10 a day.
Here’s my results from one of my like campaigns over the last week using just $10 a day.

If you’re unsure how to get a like campaign off the ground, check out my FB mini series in the next step.
In the last 19 days our page has grown by 3199 no likes using both like & engagement campaigns.

Which brings me to the next step;

Step 6 – Run Daily Engagement Campaigns

These are the simplest ads to run on FB as the work is done when you ad the post to your timeline.
The examples I gave above in Step 3 are typical of the type of engagement posts we add to our page. Mini Blog Posts / Questions / The Odd Meme & of course Content Curation which is of course sharing other people’s content / links with our own comments & opinions.
If you’d like to know how to create engagement campaigns, please check out the mini series of FB videos I created.
Simply click on any of the images to be taken to the relevant post;

Step 7 – Run a Contest!

Contests are a great way to not only increase likes, engagement and leads, but also to raise your profile in a fun and memorable way.
Who doesn’t love the opportunity to win something right?
The key to running a good contest however (and I see so many get this fundamental fact wrong) is giving away a prize that is relevant to your target market.
If your company sells pet products for example, don’t give away an iPad! Everyone wants an iPad. So anyone and everyone will enter and won’t then necessarily want to hear about pet products.
If your company sells Arts & Crafts products don’t give away a holiday! Everyone wants a holiday, not just your market.
Do you see?
Ensure your prize is relevant, so that only people interested in your niche will enter.
I use Zosocial as my preferred contest app, it’s easy, fast and great with mobile (where over 50% of my post visitors click from).
There are plenty to choose from though so do your own due diligence.

Step 8 – Create a Lead Generating Funnel

You can’t very well generate leads without a lead generating funnel.
I’m sure you know what a lead generation funnel looks like, but in summary a lead generating funnel consists of a landing page designed to encourage the visitor to leave their name and email address in exchange for something of value.
This might be a free gift, an ebook, a training video, a contest, an invite to a webinar, a piece of software.
I’m sure you’ve seen many around the interweb (just look top of my blog, right hand side bar and bottom of some of my posts here)!
After the visitor leaves their name and email address, they’re sent to a thank you page or a download page or even a sales page and put into an email list, so that you can then send them messages and begin to nurture your relationship with them.
This will become the very reason your page exists.
You MUST create an publish a lead generating funnel as soon as you possibly can and if you would like a step by step process on how to do that simply and easily, plus then use FB Ads to drive traffic through it AND make Instant Sales…. then you need to have a look at my Facebook Domination 2014 & Beyond Course, as that is exactly what I teach using examples, proof and duplicatable strategies.

Step 9 – Know your numbers

I know this isn’t very sexy, but how would I know what’s working for my page or not if I don’t know my numbers?
To start with just familiarise yourself with your insights and understand the top level numbers on your page. Here’s a quick video showing you what to lookout for.
Then if you’re running ads, make sure you understand how to read the ad numbers and how to use FB Reporting to be able to analyse and micro target your ads.
We go through that in detail in my FB Dom Course.

Step 10.

Your new mantra for Facebook and also for your entire business as it grows;

• Like
• Engage
• Convert

First get them to LIKE you.
Then get them to ENGAGE with you.
Then get them to CONVERT into a lead by taking ACTION with you
So there you have it, 10 Steps which if you follow diligently will have your lead generating page flying in No Time!
I suggest you print it off and pin it somewhere and use as a checklist for building your brand in FB.
I hope this helps.
I would love to hear from you! Please comment below and tell me your inner most thoughts.
What action are you going to take after reading this post?
What results have you already have?
Where are you getting stuck and how can I help?

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