In every marketer’s business strategy, they must include Social media marketing and lead generation is part of it. Marketers who should think beyond brand awareness and engagement, social media lead generation is a good move. Getting leads from social media will help you find people interested in your company. More importantly, these leads will help you to keep in touch with potential customers for future business.
This article is for anyone looking to take their social media marketing up a notch. If you’re new to social media marketing this article offers several up-to-date tactics on how to earn more quality leads. Before diving into the article, let’s breakdown some of the terms that marketers use when it comes to social media leads.
What is Social Media Lead?
A lead is any form of information someone shares that you can use to follow up with them. The information includes names, email addresses, Phone numbers, employer’s details, or any other data that users share with you through social media profiles.
Social media lead generation: social media lead generation is simply any activity that collects new leads from social media.
Social media lead nurturing: Once a lead is generated, marketing professionals will nurture their leads. This includes taking them through the customer journey through the sales funnel.
Social media lead converting: The final stage is collecting social media leads is converting. This is the process of turning potential customers into paying customers.
What is Quality Social Media Lead?
We can define a quality lead depends on your industry, campaign, and goals set up. A quality lead will contain useful contact information and clear intent to engage with your business.
Marketers should remember that when it comes to generating social media leads, quality often matters more than quantity.
Best Social Media Platform to Generate Leads
Most of the sources said Facebook is the best social media platform to generate leads compare to all other accounts. Every business should do market research and choose the platform that your customers using regularly and focus on that.
More than 2.5 billion people use Facebook every month in the largest population. Facebook also offers some of the best tools and insights to collect leads on its platform. This doesn’t mean that marketers compelled to use Facebook; they should try other top social media accounts to get extra leads. For example, 89% of marketers use LinkedIn for lead generation mainly B2B. As per report, LinkedIn generates double the leads than other social channels.
Before starting your social media lead campaign for a business, make sure you are familiar with the demographics of the different platforms. If you’re well aware of a target market, it’s probably a good fit.
How to Get More Leads on Social Media
Here are the top 7 statistics to get more leads on social media, and how to see results.
1. Optimize your profile
Before you plan your next social media lead campaign, make sure social media profile properly optimized to collect leads organically. Your profile should provide the information that customer looks for such as contact you, sign up for your newsletter, shop, and more.
Provide contact information
Your contact details should be available on your profile. But before adding your contact info, make sure you’re able to immediately respond to customer inquiries by phone, email, Messenger, or other modes of contact.
Create call-to-action (CTA) buttons
Depending on your business goal, every social platform offers unique profile features. For example, if you’d like to get more newsletter subscribers, add a Sign-Up button to your Facebook Page. If you run a travel, restaurant, or consultation business services, add Book, Reserve, or Get Tickets action buttons to your Instagram or Facebook profiles.
Add a link to your bio
If your specific CTA buttons aren’t available, add a link to your bio. This space is often taken advantage of on Instagram but can be used on LinkedIn, Pinterest, and Twitter too.
2. Clickable Content
Without having good content, you won’t collect leads. Remember, everyone on social media is seeking for customer attention. Within a fraction of minute customers decide they should buy/ interact with this post or not. Your sharing Images or videos should be of high quality. If your goal is to generate leads, make sure your content must creative. With click-worthy content, you’ll want to make sure people have a place to click. Wherever possible, make sure each post has a clear link and tempting call-to-action.
Here are some more clickable options available across different platforms:
- Tag your products in Facebook Shop
- Use Swipe up an option on Instagram stories
- Create Shoppable Instagram posts and stories
- EyeCatching Shop Pins on Pinterest
- YouTube Cards and end screens
3. User-Friendly Landing Pages
If someone clicks on your link, expecting to find a certain product, service or specific information then your landing page should provide those contents. If the user feels, the corresponding content is not satisfied, they closed the page immediately.
A good user-friendly landing page will be visually attractive and easily scannable. The page should provide users with a clear cut data. If your landing page has a form, keep it simple and easy questions. The more sensitive the details on the form means, the less likely they won’t fill it.
For example, forms that ask age, marital status are more likely to be skipped. If possible, without typing pre-fill as much information as you have available. Doing this method increases the chances of someone completing the form.
4. Run Social Media Ads
If you’re tired of not getting organic leads or not measure how the leads come, then go for social media ads.
Facebook Ads: Facebook offers a specific form type lead ad format for marketers. The collected leads through these ads can be directly linked to your customer management system (CRM) software or downloaded so your sales team can follow up as needed. When it comes to lead nurturing, facebook’s retargeting tools are especially handy. Make sure you install Facebook Pixel on your website. It makes easier to track leads and measure how much they cost.
Instagram lead ads: Same as Facebook, Instagram also offers lead ads that are help marketers to collect information. Instagram ad form contains an Email address, full name, phone number, and gender sections can all be pre-completed in these ads.
LinkedIn Lead Gen Forms: LinkedIn’s Lead Gen Forms are a very famous and successful method for B2B marketers. The average conversion rate on a LinkedIn Lead Gen Form is 13%. According to the Wordstream report, it’s high considering a typical website conversion rate is 2.35%. These ads are now available as Message Ads and Sponsored InMail on the platform. LinkedIn Dynamic Ads also feature direct call-to-action that can help generate leads.
YouTube TrueView Ads: YouTube Trueview Ads is designed to help advertisers drive a specific action including generating leads. These ads have prominent call-to-action buttons that can link to a site of your choice. When creating these ads, simply select “Leads” as your goal.
Other sites, such as Pinterest and Twitter, don’t have specific ad format but they offer normal ads that can boost social media lead generation.
5. Give Discounts
Give some reason for people to share information with you. Depending on the type of lead you’re looking to collect, there are different incentives you should offer to make the deal more.
Contests: Run a social media contest is a great way to collect leads. Ask your participants to share whatever information you’d like to learn. To increase the reach of your content you may also team up with an influencer or brand partners.
Discount code: Many brands offer a discount code to customers in exchange for a newsletter sign-up. Discount codes and rewards encourage customers to visit your site again.
Best method and success rate to drive social media lead nurturing is
- Conduct Webinars – 35%
- Send Email newsletters – 29%
- Thought leadership articles – 28%
- Whitepapers – 26%
- Customer content (case studies, reviews, etc.)- 25%
- Sales emails – 21%
6. Personalized Offer
A customized offer for each social media platform can help you to get leads more than any other marketing goal. Use the targeting tools available on Facebook, LinkedIn and other platforms to connect the right audience. We have to run separate campaigns for different audiences so we can customize messages accordingly. For example, you have to split campaigns by gender, occupation, or age-based.
The inbox is another good place for personalization. If you create a Facebook Messenger Bot or LinkedIn InMail campaign, you will get information from customers through direct messages.
7. Get Insights with Analytics
If you’re working on social media leads, you have to collect analytics insights too. Set up goals in Google Analytics to track leads on your website. This will allow you to monitor which social media platform is the best source for your business. For example, you get more leads from LinkedIn rather than Facebook, it may be worth redoubling efforts on that particular platform.