Guide to Social Media Lead Generation (B2B)

social media lead generation

The scope of social media lead generation is very large. It is important to have a plan before delving into marketing.

Identify which channels your Buyers are using

It is not important to have a presence on every social media channel.

Identify who your target market is and which channels your target customers hang out on. Focus your efforts on these potential goldmines.

You won’t be able to generate social media leads if you are not using the same channels as your personas.

Treat each Social Media Lead Generation Platform differently

People use different social media because they are inherently different. Do not use the same content directly on every marketing channel.

Adapt your content to suit the age group, mindset and expectation on each.

Audience expectations will greatly impact your campaign’s performance. If your website is not serving up content your followers are looking for, your bounce rates will be very high.

Approach the same subject matter from a different angle. A Facebook user might be looking for information, while a Linkedin user might be ready to buy your product.

Guide them to appropriate stages of your sales funnel.

Social Lead Generation via Listening

Pay attention to what people are looking for and identify problems that they are trying to solve.

Look on online forums, visit Facebook groups and do keyword research to understand your customers’ wants. This way, you marketing budget will be better spent on providing what your audience is already looking for.

With the improved user experience, you will enjoy increased customer loyalty and faster sales.

social media lead generation

Consistent Branding and Postings

While you might market across multiple platforms, you should maintain brand consistency. Use images, video, words and attitude that reflect your brand.

This is your brands personality and should not vary.

By maintaining brand consistency, buyers understand what you stand for. You avoid brand confusion.

Also be consistent in your posting. This is important if you are maintaining a newsletter, blog, group, corporate or fanpage.

In general, have a minimum of 3 posts per week.

Customers expect to receive your content. So don’t disappoint them.

Social Media Lead Generation Agency

Organic vs Paid

When doing content marketing for social media marketing lead generation, you can do it organically or put some money behind your campaign.

Organic marketing like SEO can be very powerful on its own. When properly done, it can attract customers who are looking for your products and services. While you can do it in-house, you might want to consider professional social media lead generation companies if you are in a competitive niche.

Your engagement rates will increase over time.

Paid advertising

Some benefits paid advertising include:

  • Increased reach
  • Audience targeting
  • Extra CTA options on certain platforms

The above are important for good lead generation results. For example, Facebook allows you to only target people in certain locations. You can target people with specific jobs on LinkedIn.

The downside is the cost of ad spent. Paid campaigns cost money and you need to know what you are doing to get it right. Otherwise, your campaign budget can balloon.

Get your analytics data set up properly so that you can refine your campaign quickly.

If you’ve got the time and the money, then go for it. But if you don’t, don’t despair. Organic marketing can still get you very far.

Use Influencers

Engaging with other people in your industry is a great way to get your account in front of new people.

Get bigger players to mention or retweet you. You can approach them by talking to them or commenting on their posts.

Alternatively, you can also infuse this with your content approach. Interviews, features and mentions can greatly encourage influencers to share your content. This in turn will boost your following.

Conclusion

Social media lead generation is particularly powerful for small businesses.

As most SMEs do not actively do social media marketing, it is a good time for you to get a consistent flow of inbound enquiries coming via the web.

Most small businesses often rely on the activities of one or two key salespeople. This hinders growth and makes the business unattractive to both investors and potential acquirers. 

Start on your social media lead generation campaign with Blazing Conversions today.

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