It’s nice to feel “liked,” but “fans” generally do not equal “leads.”
Let’s look at an average Facebook Business Page. Call it Anna’s Bananas. As implied, they sell bananas. Anna decides to create a Facebook Page to sell more bananas. She loads it up with pictures of beautiful bananas, recipes, and banana specials. She invites all of her friends to like the page, and is disappointed when only some of them do.
So Anna decides to do a contest to get more fans on her page. She purchases an iPad and enters every new fan into a drawing to win it. She promotes it like crazy, and has over 100 new likes on her page at the end of the contest. Success, right?
Now consider whether Anna has generated “fans” or “leads.” She has over 100 new people to contact, but do they fit her target market? Does liking iPads have anything in common with liking bananas?
To generate quality leads on Facebook, your offers must be tied to your product or service. If Anna had given away a month of free bananas instead of an iPad, she probably would not have gained 100 fans. However, she may have gained 25 who were banana lovers. If someone wants it for free, they may also be willing to pay for it.
Most businesses are much more complicated than Anna’s Bananas, but the principle is the same. Stay tuned for a case study on this topic soon 🙂