Social media is one of the best channels for lead generation. Almost 55% of the total global population (4.33 billion) is on social media. So, irrespective of your business size, location, or the industry you’re in, there are probably thousands of customers on social platforms. And, when done right, social media lead generation can help find and convert them.
In this ongoing pandemic crisis, generating leads from social media has just become more important. A study concluded that the worldwide usage of social media is expected to increase by 38% by 2021, which means social media will be the perfect place to get organic leads from the target audience for companies.
Today, we’ll share actionable tips for generating leads from social media in this blog. But before we jump to the strategies, let’s look at the benefits of social media for businesses.
Apart from lead generation, there are several benefits of social media for businesses, such as:
– Increases brand awareness
Digital marketers from various industries are implementing different marketing strategies to stand out in this online world to beat their opponents. It includes engaging their audiences with better content on social media.
Implementing a social media strategy will help boost your brand awareness as you’ll be engaging with a broader consumer base. Social media is also a great platform to share your brand’s story and build an emotional connection with your target audience.
– Elevation in conversion rates
By promoting your business on social media, you will drive more traffic to your website. It will also have a positive impact on your search engine rankings. As a result, you will see an increase in the number of clicks on your products and services – ultimately leading to a higher conversion rate.
– Better Customer Satisfaction
Social media allows customers to share their opinion freely. It also enables you to show the human side of your business. By providing a personalized experience to people who engage on your social media posts or mention your brand, you enhance their experience with you.
Remember, every interaction with customers is an opportunity to publicly demonstrate how much you care about them. The better you address people on social media, the better the customer satisfaction (and brand reputation).
– Better Market Insights
As mentioned above, billions of people use social media in 2021. When used right, it can help you find market insights and better understand consumer behavior. For example, you can see what customers are talking about your business or industry on social media and understand their expectations. You can then use these insights to fuel your lead generation campaigns to generate better results.
Now that you know the importance and benefits of social media for lead generation, here are six tried-and-tested strategies to help you attract customers.
1- Understand Your Target Audience
If you don’t know who your ideal customers are, you’ll likely struggle to generate good quality leads. Plus, your time, efforts, and money will go into vain.
Therefore, the first step to social media lead generation is understanding your target audience. Create a detailed buyer persona to know their pain points, challenges, goals, demographics, and the social channels they use the most. This will help you create hyper-targeted lead generation campaigns and boost your ROI.
2- Offer Incentives to Attract Prospects
Now that you know your target audience’s pain points and challenges, you can offer the right incentive to encourage them to share their information. There are different kinds of incentives that you can offer for generating leads from social media, such as:
Invite-only webinars, whitepapers, research reports, 101-guides, or access to private business groups (Facebook, Twitter, or LinkedIn) can be compelling enough for customers to share their email addresses. You can even give customers access to a tool, just like LinkedIn does.
It encourages customers to visit your website and make a purchase. However, before offering discounts to prospects for lead generation, create a strategy to nurture and convert them.
Let customers try your product for free before asking for a commitment. Even if you sell physical products, you can offer a free sample to build trust.
3- Run Social Media Contests
Contests and giveaways are the most common yet powerful tactics for generating leads from social media. For entry, you can ask whatever information you need. The idea here is to encourage your customers to share their information or posts with their friends and families.
For instance, P.F. Chang, an Asian-themed restaurant chain, created sweepstakes on Facebook and Instagram. They asked customers to share their email addresses to enter the contest. Combined with paid ads, the month-long contest received over half a million entries and generated a 3X higher click-through rate with conversions.
4- Create Targeted Ads
Social media ads are a great way to reach potential customers. All the leading social networks (Facebook, Instagram, and LinkedIn) allow you to run lead generation ads.
These ads come with pre-populated forms so people can easily finish signing up without leaving the platform. They can even fill in basic information (name, email addresses, etc.) in one click. This saves both your and your customers’ time, leading to an increase in the conversion rate.
In fact, the average conversion rate on a LinkedIn lead generation form is 13%, while a website typically sees a 2.35% conversion rate.
Tip: Use the data from your buyer persona to create hyper-personalized ad campaigns.
5- Leverage Retargeting Ads
Retargeting ads can amplify your lead generation efforts. That’s because retargeting ads have a 10x better click-through rate. Plus, website visitors who are retargeted with display ads are 70% more likely to convert.
When someone clicks on your ad, visits your website, but leaves without doing anything, you can retarget them with ads that compel them to complete the task they left unfinished.
You can also create retargeting ads for people who’ve landed on your website through other channels (direct, search engine, email, etc.). Since people use social media every day, social media retargeting ads can be a great option to generate leads.
You can even set up different retargeting ads for people at different sales pipeline stages to generate better results. For example, a retargeting ad for the awareness stage could address common pain points, while a consideration stage ad could include your customers’ success stories.
Instapage, for instance, uses customer success stories to demonstrate how effective their product is and build trust with prospects.
6- Redirect Users to Compelling Landing Pages
When someone clicks on your ad, it usually means they’re interested in your offer and want to know more. Don’t turn them off with a sloppy landing page.
For starters, the landing page should be relevant and complement your ad. For instance, if you display a gated content on the ad, make sure it is available to download on the landing page.
A good landing page:
- Provides a seamless visual experience
- Is scannable
- Has a compelling call to action
- Shows social proof
- Communicates the value of your offer
Generating leads from social media isn’t difficult, provided you follow the right strategies. Before you start with your efforts, create your buyer persona to better understand your customers and improve your chances of success. Also, don’t forget to measure the results of your social lead generation efforts. Happy Lead Generation!