If you’re anything like the B2B marketers that took our social media survey, you’re interested in using social media to boost sales. There’s plenty of information available on increasing engagement on social media, but very little on how to successfully generate and track leads. And, as evidenced by this infographic, Facebook has a high level of usage so marketers are hoping to get a good return. With that in mind, how can we step up our game on the social network and generate more leads? And how can we track these leads and turn them into a sale?

Thanks to capabilities on both ends, we are able to use Pardot forms on Facebook. As an example, we have created a Pardot form on Facebook for requesting copies of our book “Think Outside the Inbox.”

Pardot Facebook Form

We can now capture lead information from visitors that request a copy of our book. This gives us an initial touch on Facebook and the lead is tagged with the “Facebook Book Requests” campaign. Marketing can now track this lead to sale and report on the return of the Facebook campaign.

Before diving right in and adding forms everywhere, it’s important consider an appropriate strategy for Facebook. Employing content and a form incorrectly could do more harm then good. Here are some things to consider:

  • Use Forms with Caution – Privacy seems to be a hot button issue when it comes to Facebook. The last thing you want to do is make users feel like they’re obligated to provide even more personal information. When possible, only use forms when it seems most appropriate and keep the required fields to a minimum. The less information you request, the less invasive your forms will seem.
  • Be Consistent – If you’re currently giving away content on Facebook, you don’t want to all of the sudden start putting that content behind a wall. Users will be frustrated that content that was once freely available now requires personal information for access. Continue with the way you are currently doing things and use your form for something new and interesting.
  • Offer Interesting Content – If your page has regular updates and a good number of likes, then chances are you have valuable insight into what Facebook users enjoy seeing on your page. Spend some time going through your activity and see what kind of content has attracted the most attention. Then consider creating something new or repurposing old content just for Facebook based on your research. This will give users incentive to visit your page and fill out the form.

In the example provided on our Facebook Page, we’re using a form to ask for information and providing something unique for free. The form is necessary because we need the correct shipping information and the book is normally for sale on Amazon. Try to get creative and don’t just require a form for access to a white paper.

Ready to see how it’s done and get started? Head over to our how-to article for a complete walk-through.

Ryan Johnston

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