Your firm’s social media strategies to generate leads should skillfully influence the growth of your business revenue. A well planned and implemented social media campaign will entice your customers and would be customers to your website.
Social media advertising is the most inexpensive way that you can reach a wide span of audiences in a short period of time. It is also one of the most effective ways to capture contact information of qualified leads.
Below, are some powerful social media strategies and tips on how to enhance your results. Take note that the strategies themselves can also be used to bring your leads through your marketing funnel as well as for customer retargeting and retention.
Organic lead generation is the process of getting leads (people who are interested in what you have to offer) to come to you naturally via non-paid channels. It is one of the best ways to generate leads and can work especially well when combined with paid advertising.
Why this type of lead generation is so effective?
People are much more likely to respond to an “organic” pitch as opposed to a traditional “sold” pitch. This is because they can relate to the message. Traditionally, when you are selling something, your job is to convince people that they should buy what you are selling. But when you are doing an organic lead generation campaign, your goal is to simply get the person interested in what you have to offer.
It is crucial to know how to do this successfully if you are serious about generating leads.
What are your lead generation campaign goals?
What are your goals for social media campaign?
Your goals could be making contact with 50 C-suite executives, gaining a certain percentage of market share or growing your email list by 8%
Don’t get caught up in all the details until you know what you are trying to achieve. Once you do know what you want, you have bar by which to measure your success. This way, you can fine-tune your plan until you achieve the results you desire.
Define the demographics of your target audience
Social media networks has made it possible to connect to different people worldwide.
With so many choices to choose from, your first step is to define your target audience.
To be able to generate potential leads, business owners need to understand who their customers are – age, gender, location, likes, dislikes, income, marital status, preferred content etc.
Who are the people you are trying to reach with this campaign? What other businesses in your industry category could be potential customers?
The profile of social media users on various different platforms is not the same. A business should pick the best option according to where their ideal customers frequent most.
Facebook: Being the social platform that has the most active users online, Facebook allows you to reach an audience of 2.4 billion users worldwide. Social media advertising can be carried out to target different audiences through the creation of fan pages, surveys, groups and ads. Facebook offers audience insights into the demographics of visitors of your fanpage.
YouTube: 5 billion videos are watched on Youtube every single day! To perform social media advertising on YouTube, consider placing a sponsored Advert or a social media campaign to run when viewers watch their most sought after videos.
Instagram and twitter: They are known mostly for hashtags. To be able to trend in a particular region, a catchy hashtag should be considered. The more the hashtag is twittered or clicked, the more chances of it being number one.
While each of these social media channels have an extremely wide reach, the user demographic is different. So is the way they like to be served content.
For example the majority of Facebook users are are between 30 and 50 years old and like having an integrated content framework centered around their news feed. Meanwhile Instagram users tend to be below 30 years old and enjoy mostly pictorial content.
Hence, it is essential to know your ideal customers and which platform they spend most of their time on before you continue planning your lead generation strategy.
Create content that resonates with your potential leads, such as videos, articles, or pictures:
You want your audience to spend time on your posts and engage with them.
Create relevant content on subjects that they are interested and serve them in the format they enjoy most. These could potentially be funny short videos or well researched text articles.
Create content that will catch their attention and make them want to click. If you do this often enough, they’ll be begging you to share more of your valuable info with them.
By providing “click-worthy” quality posts, you are building relationships with your prospects. The more they like you, the higher chance they will become leads.
Encourage your readers to “like” your posts and share them with their friends and colleagues. This is a great way to get your posts read by a much wider audience.
It also gives you the opportunity to interact with people in a personal way, which can lead to a stronger bond and greater trust between you.
One last tip: Don’t forget to ask your readers what they think about your content! This is a great way to make sure you are providing them with useful and relevant information.
Remember, the best way to get feedback on your content is to ASK FOR IT!
Just ask your readers what they think about your posts or content. You’ll be surprised at how often they will respond and give you invaluable feedback.
Build Your Brand Identity
Brand building will result in potential customers identifying with your business.
Would be customers aspire to your brand and customers proudly associate themselves with you.
Through digital marketing strategy, a brand can achieve its goal by creating awareness and equity growth. Different methods can be used to create brand identity. Having a brand mission statement or a slogan for different social media campaigns is central to forging your brand identity.
Incorporate your business goals into all aspects of your social media lead generation strategies to maintain your brand identity.
A brand logo should also be considered as it will allow your business to be easily identified. Time and resources should be invested into it to bring out a unique yet simple logo that everyone can remember. Colors need to be in line with the company theme or the social media campaign being carried out.
Stay Relevant With Content Marketing
Content message should be consistent in your the social media campaign.
It should be well thought out as it will sway public opinion. It can attract new leads, educate them about your brand and offerings and encourage them to make a first purchase. It will also nurture your existing customers to buy more often and in larger quantities.
The use of images and video clips can help in increasing followers.
Persistence is key in content sharing to the audience. Know your audience. Speak to them in the language they can understand using their preferred media.
If your followers enjoy your content, they will share it with their friends. Shared content has a higher viewership than regular content.
Your goal is to have more people share your content and to have it go viral.
With relevant and interesting content, your fans will look forward to your frequent updates.
Social media is all about connections. When you share other people’s success stories, you make an authentic connection with your readers and viewers. You’re not only providing them with useful information, you’re also validating their own ambitions and dreams.
Testimonials are an especially powerful form of social proof because they are so personal. People respond to other people’s success stories with an almost primal sense of “I want that!”
Sharing other people’s success stories is a great way to generate leads. But beware: People will also respond to you sharing other people’s successes with an almost primal sense of “Why do you always have to be so high and mighty? Don’t you have anything to teach me?”
To get around this, make sure your testimonials are genuine. And don’t just collect any old testimonials either. Make sure they are from people who have something in common with your audience.
Post often to position yourself as a thought leader in your niche. I recommend testing different posting schedules to see what works best for your followers.
Your content should be helpful, interesting, and sharable. Informative and educational content, such as tutorials, how-to guides, or live videos of “how to” projects boosts your credibility.
Include industry news about trends. This increases your authority and positions you as a go-to source for your niche. Educate and inform your readers. They’ll come back for more.
LinkedIn a platform for B2B lead generation
LinkedIn is a great way to attract corporate high-quality leads because most professionals have an account on the site. It also offers great opportunities for B-to-B companies to generate sales leads.
Make your company page stand out from an ocean of other company pages. It’ll take time, effort, and a bit of creativity.
Here are best practices to take advantage of this social media channel:
Create high-quality content on your website, then share that article with your network via social media or link back to your website blog post from within your LinkedIn status updates.
This will help your prospects find you within the LinkedIn ecosystem. Jump-start your blog with a lead magnet that offers a free eBook, video training, PDF guide, special offers etc. Use a tool to create a series of blog posts to use as a content library.
Sponsored posts on LinkedIn is the most effective way to target to decision makers. It is the only platform that allows you to serve your ads to individuals based on their job positions.
Your brand image (the way you present yourself on social media) is one of the biggest indicators of your success. If you want to do well, keep it subtle and natural. Don’t post messages that are unnaturally enthusiastic; you don’t want to be perceived as a fake salesman.
Paid Social Media Strategies To Generate Leads For Business
Paid advertising is a great way to get yourself found on social networks. However, if you don’t know what you are doing… it can be a very expensive mistake.
Ads have the advantage of targeted outreach compared to organic posts. When used correctly paid ads can have a great return on investment.
You can run a single campaign or a series of campaigns if want to achieve multiple marketing goals.
You can have a single focused goal in your campaign (such as getting people who want to learn more about your product to opt in to your list), or you can create a multi-faceted campaign (like making sure you cover all bases with B2B leads who are at different stages of the customer journey).
It’s really up to you. Just keep in mind that when you create a complex multi-faceted campaign, testing will be crucial to ensuring all those facets are working together harmoniously for better results.
Make the most of lead generation ads
Use them in conjunction with your other social media advertising efforts and with paid search.
Put a little extra “oomph” into your LinkedIn, Instagram or Facebook ads by using lead ads. They’re really powerful. By default, every person who clicks your ad is promptly brought to another screen where they can easily send a auto-filled form.
The lead gen forms are pre-filled with all the necessary personal information from the prospects’ social media accounts. The fields could include contact details like name, email address and phone number. The seamless nature of the process makes it easy for your readers to access the valuable content, and for you to easily capture the lead information and increase your customer base.
Facebook lead ads tend to have a very high conversions rate of around 14%. This is as compared to a 2-3% conversion rate on a typical landing page.
Set up sequential retargeting ads
Retargeting can help amplify your efforts on social media. When someone takes and action; for example likes or comments on one of your posts, you can send them additional messages. These unexpected, stealthy pop-ups or “retargeting” ads remind your followers that of your brand and products.
You can also retarget people who’ve visited your website through search or through other referral sites. Or you can even retarget people who read your blog posts, but haven’t subscribed to your newsletter.
This will give you a significant advantage when it comes to lead generation. Retargeted social media ads have a 10 times better click-through rate than regular display ads.
You should test sequences of your retargeting ads to see which ones drive the best results. For instance, you might serve up a sequence that starts with an awareness stage ad followed by a consideration stage ad. If you do a good job of keeping the customer journey moving forward by delivering the most relevant messaging based on your past customers’ behaviors, then you will naturally generate more leads and build more profitable relationships.
Increase Engagement: Communicate With Your Audience
Your company website should be the focus of your social media campaigns. It should be the core of your sales funnel as your own it. Anything outside should complement and support it.
Social media is a powerful tool for communication, as information spreads immediately once you make a post. Engage your audience and increase their interactions with you.
This will drive traffic to your website, increase brand awareness and eventually sales.
Communication creates an open door between your company and potential leads.
Many companies are investing in social media managers as this is their main way of improving sales and creating public relations. As more people prefer to communicate at their comfort and on their own time, demand for round the clock communication is on the rise.
Different ways of improving marketing through communication include adverts, campaigns, blogging, email marketing and article writing among many others.
Social Listening, Tracking And Monitoring
Every action on social media can by tracked. Data can be collected and analyzed. This is a major advantage for successful B2B marketers who want to use social media strategies to generate leads.
In today’s data driven world, not tracking your customers’ behaviour is throwing away your most valuable asset.
Gaining insights to who they are and what preferences they have, will allow you to focus on what you are doing right in your business. It will also allow you to make changes where you need to.
Another great plus is that insights will alert you to changing trends as customers habits begin to evolve.
Data aids in the calculation of return of investments (ROI), return on ad spend (ROAS) and other important metrics of success.
Use it to plan future campaigns, project growth and refine your business with the feedback received.
Through the use of tracking tools, you are able to monitor audience actions. With better understanding, you are able to deliver more of what your customers want.
This will in turn improve Company KPIs.
Influencers – Increasing Your Reach
Partnering with an eminent personality is a great way to get the public to recognize and identify with your particular brand.
An influencer is a personality who is looked up to by sections of society and has over 10,000 followers. Some of these online celebrities even have followers in the millions. Getting an influencer to endorse your product means a chance of being exposed and marketed to these masses.
Today’s generation is always looking for ways to be entertained and the best way is to follow an influential personality. Influencers know how to catch the attention of the right audience through sex appeal and the latest trends.
Take note that endorsement deals can be expensive affairs. Sales only come in with sustained campaigns. Choosing an influencer with the wrong following can be big waste of advertising budget.
Promotions – Highlight Events
A great way to engage with the audience is to have fun promotions. There are many ways in which companies can promote their businesses through promotions. Below are two examples.
Photo Content: This can be done where a contestant has to submit a picture with your brand clearly visible. The audience can vote for the best picture.
Question answer: The brand asks a question on their page and participants have to answer it.
Keep the objective in mind to avoid incurring extra costs while running the campaign.
Launch a referral campaign
A lead-generating referral campaign provides an incentive for your sales leads to refer their friends and/or colleagues. This means the referred people will get to learn about your products or services and potentially become additional leads.
To make this work, you could provide an attractive incentive such as a gift card, a free gift or a discount in exchange for the referral.
A good way to make this highly effect social media strategy to work is to offer an attractive incentive such as a gift card, a free gift or a discount in exchange for the referral.
For example some gyms offer 1 month’s free membership when any of your friends sign up for a membership.
To increase your social media lead generation success, it is imperative to have a plan.
You can greatly increase your success at lead generation by having a plan that involves everyone. That includes employees who are in charge of creating and sharing content, customer service, and possibly even advertising. The stronger your team, the better chance you’ll have of generating social media leads online while simultaneously keeping an excellent reputation across all channels.
After you’ve identified who will be doing your social media marketing, assign responsibilities. Make sure that everyone knows exactly what their responsibility is in the social media mix, and what their role is in relation to other roles. This will make sure that you get maximum reach for potential leads from all your social efforts.
For example, if you are using Facebook, assign one person the responsibility of “liking” and responding to all of your Page’s fans. This person should be part of the PR team and be able to uphold the values of your brand and to handle any crisis from trolls on your Facebook page or group.
Conclusion Your dedicated partner generating leads for your sales team:
There you have it – social media strategies to generate leads for business.
We’ve presented them in an easy to digest form. They are powerful methods that the best in the industry use to generate thousands of leads, build brands and earn millions of dollars of revenue and profit. We hope you found them useful.
Try them out yourself and contact us to let us know how you did. Alternatively, contact us if you need help implementing the strategies.