A Complete Guide to Social Media Lead Generation

by Maximilian Claessens
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A Complete Guide to Social Media Lead Generation

Today, every other user on the internet has a social media account. According to the Hootsuite report, about 95% of Internet users that are of legal age will use social media networks and messengers in 2021. Those who are crazy about Twitter spend a lot of time there to repost some information or share their thoughts. Another category of users may spend hours on YouTube watching entertaining and educational videos. But more often, people use several social media sites and apps at once to chat, have fun, study, work, and of course, make purchases online.
Digital marketing focused on social media is not just about creating an increased interest in your brand and company. It is a fundamental approach to reaching a broader audience at a minimal cost and fostering sales leads. To tap into this, you need to know everything about social media lead generation.

And so, we’re entering the topic of this guide. It will benefit you if:

  • You have a business and want to transfer it online
  • You have transferred a business online but do not know where to get leads
  • You need more customers overall
  • You are launching a new product line or service and need to draw more attention.

Here, you will find valuable statistics, explanations of the usefulness of digital marketing on social media for every company, social media strategies, etc. A ton of useful information on the topic is waiting for you. So, let’s start!

Social Media for Lead Generation

According to the statistics presented by Statista, the number of active social media users in the world at the end of 2020 was 3.6 billion people. It is worth noting that these figures are predicted to increase by 2025. The number of people using social media throughout the world is expected to be 4.41 billion in several years. 

Lead generation through social media channels is well-grounded for business. According to Reve Chat, there are three main reasons why the lead generation process should be run through virtual networks and communities:

  1. Increasing brand awareness;
  2. Better community engagement;
  3. Getting more web traffic.

With the key objectives mentioned above, a business has other benefits if you get leads from social media channels. First, you can distribute any required content more efficiently. For example, you could share your latest article in a blog (preview posts) or inform your target audience about new product lines (packages, discounts, etc.). 

Additionally, social media helps modern entrepreneurs make great strides to:

  • Increase the number of loyal customers (sound brand advocacy from standing consumers);
  • Provide improved customer support (answer questions, offer recommendations, solve disputes);
  • Run an effective influencer marketing program (custom social media management for online presence).

It is worth noting that lead generation with the help of social media campaigns is beneficial for both B2C and B2B businesses. It is necessary to undertake a range of activities in lead generation to count on a higher ROI, improve customer engagement, and broaden brand awareness. It is not enough to create an account on Instagram, add several photos, and wait for the first results.

Remember that social media strategies focused on relevant leads require a comprehensive approach together with:

  • Account optimization (BIO, visuals, branding elements, etc.);
  • Catchy and relevant content (posts, blog articles, videos, photos, etc.);
  • Shoppable features (to catch hot leads);
  • Interactions with potential and existing customers.

Lead generation trends and tactics changed in 2021. According to an APSIS survey, about 80% of marketers choose automation software and AI-based approaches to get more leads and increase conversions. Chatbots and better CRMs for your sales agents will come in handy even with social media networks.

Additionally, modern companies began to spend more money on social media management and advertising, proving the reasonability of social media investments for lead generation. EMarketer posted an infographic that shows a trend in using social media to get leads. About 59% of respondents stated that lead generation tactics focused on social media channels are the most efficient for business.

Social media marketing is often compared with search engines regarding lead generation. Social media and SEO go hand in hand. For example, call-to-action buttons that can be placed on your business social media accounts collect leads. On-page tools cause the same to happen in the context of website SEO. 

Other social hacks are follow-up triggers that force internet searchers to leave contact information and share-friendly posts. Blog articles and downloadable materials are another way to convert Internet searchers into paying customers with the help of search engine optimization tactics.

Social media management brings leads via shoppable features and special-purpose incentives like promotions and referral campaigns. It is difficult to summarize which approach provides easier and faster conversions. But the best conclusion is that SEO and social media lead generation bring sound results relatively quickly. Here are some statistics to show the efficiency of hand-in-hand search engine optimization and lead collection through social media:

  1. According to Leadgenera, about 93% of present-day Internet searchers have their first online experience with a company or brand in Google, Bing, or another search engine. It means that SEO really matters and should not be neglected for online business performance.
  2. At the same time, Invicta states that website optimization and social media lead generation tactics can increase revenue up to 200% in 2 months. It is necessary to set up search engine optimization, email, and social media marketing together in one direction.

It is worth noting that social media lead generation tactics and win-win website SEO strategies require a range of efficient steps to get the best from both channels. It is necessary to perform various activities and practices to collect relevant and new leads. Here is a list of steps required to convert your website and business social media accounts into effective lead generation channels: 

Social Media

  • Social media account creation
  • Account optimization
  • Posting / content creation
  • Adding shoppable features
  • Selection of the best lead incentives
  • Turning on promotions / other lead triggers

SEO

  • Website auditing
  • Checking for loading speed
  • Keyword research performing
  • On-page content updates
  • Competitor analysis
  • Backlink strategy creation

To sum up, both lead generation approaches are far from fast and easy. Search engine optimization requires on-page and external tactics like guest posting for backlinks. A social media strategy is built around the account you use for collecting leads. The interaction between websites, social media, marketplaces, and email campaigns also matters.

If you would like to get helpful tips on how to get leads for your business with the help of Instagram, Facebook, Linkedin, TikTok, or Twitter marketing, keep reading the recommendations based on actual experiences and trends of 2021. 

Best Social Media Platform for Generating Leads

As can be seen, each business can benefit from different social media platforms. Using several social media accounts at once to improve your online presence and generate leads is recommended. This is because customer behavior and sensitives are ever-changing.

Nevertheless, according to the latest trends and statistics for 2021, some lead generation tendencies will help you select the best social media platform for your lead generation:

  • Facebook – you can market to anyone with the help of sponsored content, CPA buttons, an optimized BIO, and blog posts optimized for target keywords. The largest demographic Facebook group is 25-34 years male users. With the help of a well-thought-out social media campaign, you can get Millenial and Gen X leads there. 
  • Instagram – is notable for its lead-friendly hashtags, BIO linkages, and lead ads. The biggest group of Instagram users are people from 25 to 34 years old. 51% of Instagram users are females, and 49% are male. This platform generates Gen Y or Millennial leads.
  • Twitter – retweeting, hashtags and a shoppable feature called Twitter Shopping Card are not the only benefits of this social media platform. The two biggest demographic groups on Twitter are 24-35 years old and 36-45 years old. If you are interested in Millenial and Gen X leads, Twitter will suit your social media campaign needs. 
  • Linkedin – is also suitable for a lead generation due to its blog section, career-driven sections, and easy-to-customize BIO. Linkedin users select this social media platform for decision-making opportunities, and 56% of male users and 44% of female users account for its demographics. This network is suitable for establishing partner business relationships and service promotions. 
  • YouTube – the best way to share your video content and generate leads. YouTube is a social media network that is extremely popular among Gen Z (15-25 years old) users. One more interesting fact about YouTube is its cross-functionality and varied demographics. Gen X, Millennials, and Baby Boomers can become your leads here if you provide catchy content. 

Social Media Lead Generation Tips to Take into Account

Remember the main idea of any lead you generate. This is the follow-up information your potential customer shares with your company on their own accord. Social media networks bring even fresher marketing leads compared to paid advertising and email marketing in most cases. The main idea is to make your social media lead generation tactic well thought out and 100% business-driven.

Here are some practical recommendations to help you get more leads through SNS (social networking services).

1. Optimize Your Social Media Pages

Before even trying a strategy, you have to pack your SNS pages (social networking services) well and optimize them for smooth lead generation.

Why?

  • To increase the visibility of your brand, which leads to greater engagement
  • To analyze and improve ROI (return on investment)
  • To develop a content creation system and audience engagement that will work for your business.

How?

  • Optimize accounts brand-wise.
    You need to have everything ‘yours’: profile picture, theme (in case you work with Twitter), heading (in case you work with Facebook), brand colors, hashtags, story style (if you work with Instagram), marketing message, calls to action, etc. This will help you be recognized in the crowd of similar businesses.
    All the elements should reflect your brand and be connected to the website’s colors and message.
  • Optimize your searchability.
    We see a lot of social media profiles in Google results when looking for businesses. To achieve the same results, you should learn to use keywords on your pages. First of all, remember that you do not have to stuff every post or bio with these phrases. Using them wisely will inform users and work to your benefit.
    Also, think about the internal SNS search. If your name has numbers or more than one special symbol, it may be difficult for users to find you. Simplify your name.
    You can create a group of hashtags that only you and your subscribers can use (for user-generated content).
  • Build a content strategy.
    You are free to do anything you want on social media regarding the number of posts, stories, tweets, the time you post them, etc. But a chaotic style will not work for every business. It is always better to plan:
    1. How often do you publish
    2. How much you publish
    3. Which assets do you include
    4. Which posts are suitable for cross-platform publishing and which are not
    5. During what time of day is your target audience the most active, etc.

2. Encourage Engagement and Conversation

The way you write determines the way people interact with your content. Try to engage in conversation naturally and interestingly.

Why?

  • You make an impact on the market
  • You get to know your audience
  • You have more opportunities to offer your products
  • This is great customer service and care

How?

  • Create engaging and relevant posts.
    Build your strategy around topics relevant to your business and their pains. Make the posts ‘click’ with them.
  • Try to start a discussion.
    Encourage people to share personal opinions and experiences. Do not forget to answer if you see a question.
  • Be consistent.
    Post, encourage, and talk to the audience regularly. To ensure there are no complaints, have one day a week for Q&A sessions (live or using a sticker in Instagram, for example). Both parties will be satisfied, which is your goal, after all.
  • Ask random questions.
    For the sake of making your account interesting, create a list of random questions to ask your followers. This will help you learn more about them and create a perfect customer profile.
  • Talk to people.
    Asking questions and encouraging comments is good, but it is best to reply when a business cares enough. This does not mean you should hold a 100+ message convo in the comments section. Know when it is time to move to DMs or stop replying.

3. Drive People to Your Website

While you can sell using social media, it is always best to make your brand’s website the main contact point between you and the audience. So, all the actions on SNS should be somehow connected to your site and guide people there.

Why?

  • A well-designed website with lots of information about your company helps to build trust
  • A feedback form or another type of form on the site will help you gather more info about the leads
  • You have many more influence channels if there is a decently optimized website in your arsenal.

How?

  • Lead magnets.
    These are free pieces of info, trials, demo versions of software, first lessons of courses, etc., that you can provide in exchange for the contact details of a person. Thus, the person gets to know your product and tests its efficiency. In return, you gather valuable customer data.
  • Placing links properly.
    On Instagram, one of the first things people look at after assessing your profile is the ‘website’ part of the bio. You can put a link to your main page there or a landing where a potential buyer will find compelling calls to action and a handy form where they have to leave their contact info.
    You can also pin the link as a Tweet or a Facebook post. Or you can do all that, building a couple of backlinks for the site and guiding users to the pages that will capture their attention.
  • Targeted ads.
    One of the best ways to promote your website on social media and get leads is targeting. Facebook has an array of tools in its Business Suite for a specialist to build the perfect customer profile for you and target ads. As a result, people will see an ad that resonates with their hobbies, interests, and/or needs. They will click a link to your site, and after that, it is your job to hold them there until they convert.
  • Promote content.
    On Instagram, there is a ‘Promote’ button that offers you a mini-version of targeted advertising. You can quickly choose the basic interests of your audience, their age, location, etc., and promote any post for any duration with any daily budget. Such an approach is great when you publish a valuable piece on the site and write about it in an Instagram post, for example.
  • Calls to action.
    A part of any ad is a call to action. This is a culmination of every post where you want readers to do something: visit a website, leave their contact info, get free stuff, share, write a comment, like, buy, etc. To write a great CTA, you need to know the pains and needs of your potential buyers.

4. Design User-Friendly Landing Pages

A high-quality landing page is much more important than you might think. 

Why?

  • It will capture people’s attention
  • It will provide maximum information about your company in an exciting way
  • It can be optimized for suitable keywords, which may bring you to TOP 10 in Google, Bing, and other search engines.

How?

Here are the main elements that will hold people on the page long enough for them to make the right decision:

  • UX.
    User experience has to be on point. This includes page loading speed, the location of the navigation menu, if any, key information, offers, CTAs, access to customer care service, proper media, etc. The experience has to be smooth and appeal to people’s feelings, pains, and needs.
  • Lead generation form.
    Your form should be easy and guarantee a reward of some kind. If you have 15 questions there, not many people will bother to fill them in because it will seem suspicious. If you need more info, you can gather it over time. But the easier the initial form is, the better. Promising a discount or a gift for the effort will get you more leads.
  • CTA.
    Powerful yet easy calls to action work the best nowadays. The minimalism trend is thriving, and digital marketing is no exception. Your CTA should address the main priorities for the TA (financial benefit, urgency, etc.)
  • Offer details.
    The offer itself should be wisely built. You should give just enough value to the customers to not be viewed as a cheap business. People will come to the website for some kind of benefit. Guide them to the offer through common situations they may find themselves in, potential solutions that do not work, and explain why your product or service is different and/or better and will definitely work.
  • SEO.
    To be visible, your page has to be optimized appropriately. First of all, conduct an on-page SEO analysis, then analyze your off-page tactics. Finally, use recommendations to improve SEO metrics and jump higher in search engine rankings.

5. Engage in Social Media Sponsorships

If you choose them carefully, social media sponsorships can help you tap into the perfect audience for your project.

Why?

  • You will gain valuable partners
  • You will multiply your audience
  • You will get recommendations from thought leaders and influencers in your industry.

How?

There are two main stages before you start cooperating:

  • Analysis and research of your business and audience
  • Research for proper influencers

First of all, you have to find out more about your company and the people who buy from it:

  • What they like
  • What they do not like
  • What social media do they use most often
  • When they do it
  • Who they follow, etc.

Then, it is time to look for the proper person to advertise your business to that audience. Of course, there are digital tools that will help you do it, along with your research, of course. Here are some examples of different tools:

  • Awario.
    This software will help you monitor the keywords across social media, blogs, and other general sites (Facebook, YouTube, Instagram, Twitter). You have to know the key phrases in your niche and use the tool to find mentions, analyze who posted them, how many followers they have, etc.
  • Klear.
    This is a more specialized tool focused on influencer marketing. Among the profiles indexed with the software, you can find a list of valuable people in the niche to cooperate with.
  • BuzzStream.
    This tool will help you build a marketing campaign easily. It will aid in finding and even reaching out to influencers in your niche.

6. Launch a Referral Campaign

Social media is created for referral campaigns! You need happy customers’ comments and people ready to share them because SNS is for.

Why?

  • Such referrals can make you go viral
  • SNS offers access to almost any perfect customer profile
  • People trust their friends when they recommend something
  • You get a lot of social proof you can later use to build trust.

How?

  • Think of a benefit that will satisfy your customers and motivate them to create content for you
  • Choose a social media service your TA frequents the most often. You have a wide range: Instagram, Facebook. Twitter, LinkedIn, Pinterest, TikTok. etc.
  • Promote your campaign using targeted advertising to get more attention
  • Mention the referral program in your bios on social media. Be brief and informative and include a link to a landing talking about the offer.

By using these recommendations and mixing them up properly, your lead number will grow exponentially.

Wrapping Up

Social media is an incredible tool for lead generation if you use it right. Before doing anything, research your business and audience. Learn how to communicate with them and find out their needs and desires. Figure out what channels to use to influence their decisions in your favor.

Then, build a strategy utilizing all means of communication and information broadcasting that work. And do not forget about universal tools like SEO and targeted advertising! They work not only with sites but with social media as well.

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