Leads mean different things to different people. For our purposes here, we’ll define a lead as a person who has in some way indicated interest in your company’s product or service by providing you their information. This can occur in a number of different ways, but typically it relates to filling out a form or completing an online survey.

Just because someone “Likes” your Facebook page, that doesn’t necessarily make the person a lead. He or she might not have an interest in your company — this could simply be someone who enjoyed something you posted. It’s better than nothing, sure, but it’s only a start. To get legitimate leads on Facebook, consider a few of the following strategies:

Put a call-to-action in your cover photo: This used to be verboten at Facebook, but earlier this year, Facebook removed the restriction. So take advantage of it! You can use the cover photo to offer a special, promote an event, or provide a free download of promotional materials for your business. The key is to ensure that whatever you offer is contingent on the user filling out a short form with his or her information.

Add links to your photo captions: Studies have shown that photos on Facebook Pages receive 53% more Likes than non-photo posts. Come up with photos that are relevant to your business and caption them with a link (when appropriate) back to your website.

Host a Facebook chat: This is a great way to gather Facebook users to discuss a common topic. It is hosted directly within a post on your company page. Whenever you’re providing useful information to people, you’re promoting your business in an indirect way that prompts users to become leads without feeling like they’re getting a hard sell.