The digital era has changed the way we market to customers or do business in general. Marketers need to keep up with customer's demands by building more effective lead generation techniques.
Among the most promising lead generation techniques, social media takes a lead because over 80% of internet users are on social media and over 90% of them spent a significant amount of time on social platforms every day.
Their "not so private" social media profiles have made it easier to research their habits, which has simplified determining who, when, and how to advertise your products.
Hence, all you need to do is market to them in the most effective way using different social media tools such as targeted posts, sponsored ads, promoted stories, and more.
Social media lead generation is any activity undertaken on social to collect new leads. However, it does not end here! You would need to nurture that lead and convert them from a prospective buyer to a customer.
If you are unaware of generating social media leads, read this guide to get a head start.
Seven Proven Ways to Generate Social Media Lead
A social media lead is anyone who has shown interest in your product or company.
But, how do you generate these leads through your social media pages?
Here are seven proven techniques to generate quality leads that will benefit both B2C and B2B marketers.
1. Create a consistent visual experience
Social media is all about creating interest in users. One way to do that is to create a consistent visual experience.
This visual experience encourages users to continue watching a video one after another or swipe through Facebook and Instagram Stories.
You can take advantage of this by giving a visual consistency and user-friendly tone to your stories, posts, or videos.
For example, use the same filter and font for every image post, story, or video to keep the visual consistency throughout the profile.
On top of it, design your landing page in similar color, tone, and design (images and font) to your social media advertisements.
Creating a seamless experience from clicking on an advertisement to reach the landing page will help keep your leads' interest alive.
2. Improve social media landing page
If you convince someone to click on your ad, do not disappoint them with a sloppy landing page.
Most marketers make the mistake of linking the targeted Facebook ads with the homepage of their website. It is plain wrong if you are promising something but delivering something else.
For starters, if a lead clicks a link in your social media expecting to find a particular product or information, it better be there.
Make sure a user-friendly landing page pops up with the expected information.
This is where you can convert the lead into a customer, so don't shy away from revealing your offer.
Keep a request form or inquiry simple on your landing page. Most users who turn up through social media to your landing page are smartphone users, and they wouldn't like filling up lengthy forms.
Again, design your landing page with the same font, color, or tone as the ad or post that they saw on social media
3. Share testimonials as social proof
Acquiring and sharing testimonials highlighting how your clients have benefited from your products is an effective way to show social proof.
According to Wyzowl
2 out of 3 people are more likely to buy something after reading a review or watching a testimonial video.
If you check out the social media handles of successful companies, you will find them promoting their client's testimonials upfront. It proves their social proof to new customers, which eventually will help them take action.
There are many ways you can share testimonials on social media.
- Share the Facebook reviews with the public
- Write a nice post mentioning the testimonial with the picture of the client.
- Take out time and make a brief video about how your clients have benefitted from you, and run the video on the newsfeed and Stories through targeted ads
4. Run targeted ads with special offers
Leverage the power of targeted ads to run special offers on social media.
A paid social media advertising strategy proves to be highly effective for generating leads. In fact, it generates ten times more leads than organic marketing.
Running targeted ads with special offers helps capture their interest because they are sure to get something in return.
However, you wouldn't want people to skip the ad or swipe right on the story because it is less relevant.
To make your targeted ads more relevant to them, you would have to give away incentives.
For example, when someone clicks on your social media ad, they instantly get 50% off on the meal plan, 20% on developing a new website, a 14-day free trial of a service.
These are all effective strategies in capturing the interest of the user to stay hooked on the ad. Special offers make sure they remain in the ad.
Smartphone users spend a significant amount of time on social media every day, making it easier for marketers to bring anything to their attention. You, too, should take advantage of this by running targeted ads with special offers.
5. Set up Retargeting Ads
Retargeting ads are the ads promoting the landing pages they have previously visited.
Using retargeting ads will further amplify your lead generation strategy by re-engaging them with the landing page.
For example, someone visited your website or clicked on your first ads to get to the landing page but never submitted a form. You can retarget them with ads that encourage them to fill-up the form.
You can use incentives on retargeting ads to make them fill the form this time.
Additionally, you can UP your retargeting game by setting up sequential retargeting ads.
For example, you can run multiple retargeting ads targeting people from different stages. For someone who has not visited your landing page should get an awareness-stage ad. A consideration-stage ad could use testimonials or incentives to lure them in.
6. Leverage Social Media Sponsorships
While paid ads may help target audiences who watch your ad, leveraging social media sponsorship helps convince people through a reputable channel.
It works like a referral, but instead of their friends or family, it is someone who they follow on social media.
You can get a reputable content creator to talk about your brand, product, or service. This can be much more engaging than forcing ads on your audience without pissing them off.
In most cases, paying for social media sponsorships cost lesser than running paid ads in the end.
Consider using influencers from popular social media like YouTube, Facebook, and Instagram who enjoy a massive fan following.
7. Launch a Referral Campaign
How does a referral campaign work?
A referral campaign works when someone who follows your social media page refers you to their friend or family in return for an incentive such as a gift card, a free trial, or a discount.
For example, MasterClass came up with a referral campaign that allowed people to get a free annual membership when they get one as a gift.
It then promoted this campaign through social media in the form of organic posts and paid ads.
Which social platform is best for lead gen?
Although Facebook, Linkedin, Twitter, and Instagram are great as lead gen platforms, Facebook takes the lead because of the higher number of users.
Close in second comes Linkedin, then Instagram thanks to their feature to promote images, videos through posts and stories. The last one is Twitter.
To Sum It Up
When generating social media leads, you should focus on finding unique ways to reach your audience.
Although paid advertising works best most of the time, organic targeting works well too when done correctly.
Overall, don't forget to measure your analytics and refine your lead generation strategy as you proceed.
Get in touch with Searchable Design LLC., the best digital marketing agency in the US.