4 Must-See Facebook Lead Ranking Tips
Social media engagement is one of the most underutilized lead conversion strategies for Facebook marketers.
SocialCloser supports Facebook marketers with industry-first lead engagement AI that drives more leads, lower-cost ad campaigns, and new sales. Hundreds of billions are spent on Facebook ads, yet 95% of engaged leads are being ignored because they can’t be retargeted. Plus, the Facebook cost per lead is up 52% over the last two years. SocialCloser’s individual lead engagement tracking AI produces industry-first lead rankings, all-new ad audiences, retargeting campaigns, and over 20% lower ad costs.
Without engagement, social media is just media
Social media engagement, in simple terms, is the measurement of how much your audience interacts with your content marketing strategy. As Forbes states, one of the most critical purposes of content marketing is to attract and engage an audience. They also suggest designating 25% to 30% of your marketing budget to content that starts producing returns over time.
Engagement is one of the most underutilized lead conversion strategies for Facebook marketers.
So why would any business dedicate that much effort to creating content without tracking such an important content marketing success metric—engagement?
In fact, 95% of social media engagements are ignored in both follow and paid campaign retargeting.
Why? Because engagement-based lead rankings are the missing link to supercharging your Facebook lead nurturing priorities and sales closing capabilities. A lead ranking system allows you to take the subjectivity out of the process and truly understand which leads have the best chance of converting.
Lead rankings are shown below in the image as SC14, SC 125, etc. (smart scores).
Facebook Lead Ranking Tip #1 - Start using Super Fan marketing campaigns.
Super Fan marketing is the practice of using the most engaged, highest-ranked, and most loyal brand advocates from your Facebook page to market a business. There are four important strategies for deploying Super Fans:
- Custom Retargeting Audiences
- Lookalike Audiences (proven to reduce costs by over 20%)
- Lead Nurturing Segments
- Influencer Programs
Facebook Lead Ranking Tip #2 - Cut your social media management time in half.
Social media management tools like to talk about spending less time on manual tasks and more time connecting with your audience through “authentic and personalized” experiences. However, saving time can be largely attributed to knowing who to spend your valuable time on, a basic tenet of lead nurturing and sales closing 101 tactics. This requires a lead priority (lead ranking) system.
This is how to double your social media management ROI.
Personalization is a function of knowing more about a lead, especially the history of their engagements with your organic and paid campaigns that a lead ranking system should provide. Imagine having a list of everyone engaging with the content from your Facebook page, ranked in priority order by their lead rankings. Or being able to click through to a profile showing their entire engagement history? Or being able to click through to a profile showing their entire engagement history? How many more meaningful conversations could you create in far less time? What would happen to the ROI on your time?
Facebook Lead Ranking Tip #3 - Start replying to likes.
With an engagement-tracking tool, it’s not difficult to serve up real-time columns of engagements from highly ranked fans that are “reacting” to any of your posts or ads.
Layer on that an additional filter where they have already established 1:1 communication with the page through a previous comment, message, or engagement with a chatbot. When you put these criteria all together, you come up with a real-time display of highly engaged fans reacting to your ads that you can reply to directly.
Facebook Lead Ranking Tip #4 - Start using a Facebook CRM to close more business.
Lead rankings not only unlock MQL priorities at the top of the funnel but provide all-important nurturing and sales closing context. The combination of lead rankings, automated profiles, scannable engagement histories, lead statuses, direct communication options, customer segmentation, follow-up schedules, and notifications is the professional suite of CRM tools that have always evaded Facebook marketers. Read more about using a Facebook-only CRM.
Conclusion
Almost every mature industry has lead rankings to establish sales priorities, although Facebook marketers have been left out in the cold in terms of having any lead ranking system—until now.
Currently, there is only technology to use their Facebook page organic and paid campaigns to create engagement-based lead rankings out of the box and all the benefits that come with it. SocialCloser provides industry-first lead engagement tracking AI, enabling a new class of Facebook first-party data—producing individual lead rankings and all-new retargeting + lookalike audiences that lower ad costs by over 20%.
