We all use social media to promote our businesses, interact with our customers and raise brand awareness, but does anyone actually think of social media as a valid lead generation tool? Probably not.
The truth is that social media is a great way to build your brand and connect with your customers, and through the right messaging and advertising, a great way to generate leads. But it’s not easy, social media lead generation requires a combination of things to make it successful, so here are our top tips to consider using in your social media strategy:
Tip 1: Target your ideal customer
Social media is great for targeting your ideal customer. You have the option to create custom audiences on every social media channel, based on the personas of your ideal customer. You can target literally everything from age groups, interest, job titles, locations and even relationship status. Use all of that targeting criteria to find the right audience for your business.
Tip 2: Content is king
As discussed in our previous blog post ‘8 Digital marketing trends for 2019’ content is key to any marketing strategy, and the same applies to social media lead generation. The secret is to create engaging eye-catching content that delivers the right message to your target audience. Don’t just post the same content for every social media platform, make sure you create different content for Twitter, LinkedIn and Facebook etc.
Tip 3: Engage with your audience
Engage with your customers on social media, reply to their questions and try to find solutions to their problems. A happy customer with a positive experience is more likely to recommend you to other potential customers online. Remember social networks are called networks for a reason, make use of them and start a conversation with your customers.
Tip 4: Advertise on social media for lead generation
While organic social media posts can be targeted, social media advertising takes targeting to a much higher level. Each platform allows you to target specific audiences, based on different demographics and interests. It’s also a great way to keep your marketing costs low by only paying when you actually receive a lead.
Facebook boasts the largest database of users than any other social network. You can use Facebook to create promoted content using ‘Leads Ads’ and include a call to action along the lines of ‘learn more’ or ‘sign up’. This is similar to gated content, the potential customer is willing to provide information in exchange for something valuable to them. One of the biggest advantages of using Facebook Ads is that Facebook automatically populates the lead form, including their details such as their email address. This eliminates the need for an extra step such as driving the user to a landing page, and having them submit their information with just one click – just make sure you’re giving something valuable enough to get their information!
Since Facebook owns Instagram, advertising on Instagram has changed. All ads are created through your Facebook Ad’s Manager account. Once you create content on Facebook you can select your ad placement on Instagram, as long as the ad meets Instagram’s requirements. Essentially, you are using two social media networks with one ad campaign. Instagram itself is a huge platform and has around 800M monthly active users, so there’s definitely opportunity for online lead generation. Just remember the audience on Instagram is generally under 30, so only use this platform if you’re targeting that demographic.
LinkedIn is the largest business network out there and is mostly used as a B2B online lead generation tool. LinkedIn is a great platform to generate leads because users are there specifically to build their business network. People are open to discussing business opportunities and use LinkedIn to find new approaches, products and solutions that will help them grow their business.
LinkedIn advertising is very similar to Facebook in that you can create sponsored posts including a pre-populated lead gen form, and use a call to action which includes options like ‘learn more’ or ‘download now’. The download option is great if you’re using it to promote a downloadable eBook or a White Paper. You can create custom audiences and be very specific with your criteria, including company, job titles or job interests so that your campaigns are highly targeted.
Twitter has the option to create campaigns based on objectives, such as receiving more website clicks or conversions. By selecting a campaign objective like this you can drive traffic to your landing page and have the user take some kind of action such as download a brochure, fill out a form, or even buy one of your products.
Tip 5: Use tracking codes
When advertising on social media, remember to set up conversion tracking codes on your website to leverage the opportunities to understand and track where your leads are coming from using conversion tracking, You can also use that data to create custom audiences, made up of all the people that have seen your ad campaign, and setup a remarketing campaign to target users further down the sales funnel.
So that’s it, those our top tips for lead generation on social media. Just remember that when done properly, social media can be a really effective way to target your ideal customer and generate real leads.