Building a brand and creating visibility online is essential - it's important to be out there and show the world that your product or service exist in the midst of all other options and competitors.
But branding is just one aspect of your social media activities, generating leads and sales on a frequent rate is another one - and one you should consider to add to your social strategy. But how can you best use your social media channels to get more leads?
Why use inbound lead generation?
Before we go through our six tips for lead generation on social media, let's take a small step back, and look at why generating leads and working with an inbound marketing strategy could be beneficial.
For those new to the game, the inbound methodology is all about offering valuable content to people in return for their contact information, such as name, email, and company name. When getting this information, you can continue sending them valuable content, and hopefully down the line, get them interested in your product.
Working inbound with lead generation is a great way to potentially get new customers without pushing them into buying from you. It's about them figuring out what problems they're having, and through useful content, learning how to solve those problems and what solutions could help them.
Here are our 6 tips on how you can get more leads from social media.
1. Find the right social media platforms for you
When creating lead generating content, it's important to focus on what social media platform that content should be shared on. This is especially important for paid social – figure out where your target audience spends their time, so you can figure out where to focus your budget.
Choosing the right channel depends on different factors such as: your target audience, the sector you work within, and if you're a B2B or B2C business.
Many B2B companies see a good return on investment from ads on LinkedIn and Facebook, while B2C companies can have more success on platforms such as Instagram and Snapchat, in addition to Facebook (depending on the product and target group). It all boils down to the audience, and where they are more likely to spend their time.
It can therefore be very valuable to spend time investigating that, and test what channel can show the best results for you.
2. Create solid social pages for organic reach
In an ideal world, all leads you bring in would come in organically without spending a single dime on getting their interest and attention. But without a great following, the number of leads that come in organically, can be limited. That is why you should build and optimize your social pages to create a solid foundation and have a presence on social media.
Find a good routine on what and when you post to create some consistency for your followers. If you post consistently, it's more likely that followers and readers will have an idea about what type of content to expect from you, and that they will come to you to learn about a specific topic. Hopefully, this can create a snowball effect on your following.
3. Stand out from the crowd
When you've figured out who your target audience is, and where you are more likely to reach them, it's time to think about the content you want to use for your lead generation efforts.
Before you start creating your content, we suggest you think about what you want to say before you decide how you want to say it.
Maybe there are some topics that will be best conveyed through an eGuide or maybe the information fits better in the format of a video?
Some examples of lead generating content pieces are:
- Video tutorials
- Video Courses
The key is to find the format that can get your message across in the best way.
Because video in general gives more engagement on social media than other types of content, you should anyways always consider promoting written content pieces with short videos. With video you are more likely to get the attention you want.
Here's an example of a video we created to promote an eGuide on Facebook and LinkedIn.
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4. Have a clear Call-To-Action
For any content you decide to push on social media for your lead generation strategy, you should always make sure to have a clear CTA, or call-to-action, so it's obvious for your audience what action they should take next.
Generating leads from social media can be tricky, as feeds are constantly updated, and several providers are fighting for the same attention. But once you have been able to capture that attention, make sure that what you write in the social copy is clear and straight-to-the-point.
If you're creating a promotional video, you can add the call to action in the video as a message as well as in the social media copy. Here's an example of a video we created for an event with a call to action included at the end of the video.
5. Create user-friendly landing pages
Once you get people to click on your lead generating social media content, the next step is to lead them to a landing page with a form they'll need to fill out in order to get the content. The landing page should be easy to navigate, and to understand.
Make it clear what they will get out of your offer, how they'll be able to get hold of it. Once the form has been filled out, direct them to a thank you page that will provide a link for downloading the content, or host the content on the thank-you page itself.
Adding videos to landing pages have proven to be a huge success for conversions! In fact, studies show that adding a video to a landing page can increase the conversion rate with 80%.
Here's an example of a landing page from Vidyard. (Click the image to go to the landing page).
6. Think about how much information you ask for
When creating the forms and landing pages for your downloadable content pieces or a signup, you should put yourself in the audience's shoes, and ask yourself: what information would you be willing to give out for that specific content piece? For example, how much is it fair to ask for a webinar signup?
It should be a balance between the content piece you offer and the information you ask for. It can feel a bit overwhelming to have to give away your name, email, phone number and address for a one-page infographic.
Collect rather the essential contact information you need at first, and focus on building the relationship and spend time nurturing leads with other content pieces over a period of time. Remember that you can always "spread the content out" and ask for additional information from other downloads or signups later.
- Find out what platforms your audience is more likely to spend time on.
- Build your social pages for a bigger following and organic reach.
- When creating content, think about what you want to say before deciding how you want to say it. Consider using videos to promote your content.
- Have clear call-to-action's so people know what to do next.
- Create user friendly and easy-to-navigate landing pages.
- Decide on how much information it's fair to ask for in return for your content piece.
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