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Although interpretations can vary, in general, a lead is a person who has designated interest in your company’s product or service by giving you their data in any way. People can show interest in a varied range: filling out a form to download a brochure, requesting information about previous projects, or completing an online survey.
Sadly, simply liking a status update, photo, or video on social media page doesn’t make a character a lead. That category of action doesn’t express interest in your company or product — it’s possible they just liked your post because it had a small baby in it, isn’t it true?
On Facebook, there are two ways you can develop leads: direct leads and indirect leads.
Direct leads are generated by sharing content that links directly back to a form on your webpage where visitors can share information in exchange for an offer — whether that be an ebook, brochure, coupon, infographic, or any other piece of content. This form is sheltered on a landing page committed to that specific offer.
Indirect leads are generated by using Facebook on the path to alteration. For example, if you commuted a blog post that had a call-to-action to a landing page at the bottom of the post, your initial Facebook share is helping direct visitors to that landing page.
While directly promoting landing pages is an instant executer of leads generated, providing content without a form makes your Facebook presence a friendlier home for content that your followers will want to come back for again and again.