Strategy

Sarah Worsham / May 6, 2014

Tips for Effective Lead Generation

While we may have marketing to increase awareness or stay top-of-mind, the gold at the end of the rainbow is generating quality leads. Content marketing and communicating with customers via social channels are great ways to connect, but how do you leverage your efforts to generate leads? Marketo, which provides a marketing automation platform, recently asked several marketers (including me), about lead generation best practices:

There are a lot of philosophies and opinions on lead generation. To help you cut through the noise, we spoke to four leading marketing experts and got some of their best insights. Here’s what they had to say about the dos and don’ts of effective lead generation. — Dos and Don’ts of Effective Lead Generation

Some of my thoughts:

Leveraging your network to drive lead generation can be a very tempting way to try to get referrals. While it certainly makes sense to use this resource, it’s vital to respect your network.

Spamming with marketing and sales offers is the surest way to lose valuable human connections, and increase the deafness to your message when you really need it. Stick to an 80/20 rule for any marketing you do online, but especially to your networks. Eighty percent of your content should be of value to the audience, and only 20% (or less!) should be direct marketing or advertising.

Providing regular, valuable content to your network will increase their awareness of your services and improve your reputation as an expert.

Sarah Worsham / Apr 25, 2014

Understanding Facebook Boosted Post Metrics

Cardboard rocket (Photo credit: Matt Biddulph)

As you may be aware, Facebook is making it more difficult for companies and organizations to engage directly with their intended audiences. To counter this (and to make revenue), Facebook offers the ability to boost an individual post so that it shows up in the news feed of your intended audience. These boosted posts can be fairly low-cost, with a minimum boost of $5 per day. So how well do these boosted posts perform and what sort of metrics does Facebook provide? To find out, I boosted a post on Lady Paragon’s Facebook page (a site I run with my sister for Women in STEM careers).

Facebook Post Pre-Boost

Here’s what the post looked like before I boosted it:

The metrics we see are:

1 person liked it (red circle)
There was 1 share (green rectangle)
976 people saw the post (blue rectangle)

I boosted this post for 1 day at a budget of $5 and targeted fans & friends of fans of Lady Paragon’s Facebook page.

Facebook Boosted Post Metrics

Here are the metrics after the boost:

The metrics provided are:

4 people liked it (red circle) — 1 was from before, which Facebook properly reports in the red circle in the How people engaged with your post section.
1 share (green rectangle) — this was from before the boost
3102 saw the post (blue rectangle) — Facebook reports that 2079 were from the boost in the Paid Reach box. You can also see the percentage of paid to organic in the box with the 3102 — blue was organic, green was paid
4 link clicks (purple circle)
Engagement of 7 — this is the number of link clicks added to the number of post likes

Facebook Post Insights

When you look at the post in the page Insights, you see the following metrics (more recent data):

The orange bar shows the number of people who viewed the post, divided into lighter orange for organic, darker for paid. 3.1K is pretty close to the 3102 mentioned above. 218 is the number of post clicks and 116 is the number of likes, comments and shares. This is very interesting. Either the boosted metrics didn’t include some of the stats, boosting the post helped increase the organic reach and engagement, or the post received an unusually high number of engaged traffic from some of the people who saw it (remember that when someone likes a post, their network sees that they liked it, at least for a short time period).

Hypothesis: Boosting a Post Improves It’s Organic Reach & Engagement Too

I boosted another post on the same page (same budget $5) and got the following results:

1331 Paid Reach
5 Engagements – 3 link clicks, 2 post likes

According to the post insights, the post got 15 post clicks and 4 likes, comments and shares. Not nearly as high, so there probably is a difference in the influence of the people who engaged with each post.

If we look at the Google Analytics traffic to the actual post on the website (April 2-April 22), the April 2nd post (Jessica Kirkpatrick) had 338 pageviews (20 from Facebook), while the April 9th post (Kate Synder), had 93 pageviews (77 from Facebook).

Conclusion: Unclear, More Results Needed

The results do tend to show that a boosted post receives more organic engagement, especially if there are people with good influence that do engage with the post. Using good targeting to reach the right audience to improve engagement on a boosted post may provide the most beneficial of results. More testing is needed — I’ll continue to monitor my efforts.

What have you found with Facebook boosted posts?

« Previous Page