In our digital society, prospects and customers spend a lot of time on social media looking for products and services, making social media lead generation quite profitable. Cultivating leads on social media platforms by attracting potential buyers with engaging posts and ads is a terrific way to generate revenue and brand awareness.
Here are 17 tips for generating social media leads from top sales professionals.
1. Make Your Posts Relevant
David LaVine, Marketing Consultant & Founder, RocLogic Marketing
Only post, share, or like content when you feel it’s authentically good and very relevant. This will reduce the amount of content you promote drastically, but when you do, people will take notice. You don’t want to share with the world. You want to share with the audience that’s likely to find your content valuable. This could be through sharing with your followers, targeting specific groups or hashtags, or advertising to hyper-relevant people. When in doubt, don’t share.
2. Use Ads or Quizzes
Carsten Schaefer, Founder & CEO, Crowdy.ai
One of the best ways we’ve generated leads from social media is by placing ads for quizzes about our product. For example, we have a quiz called “Can you triple your conversions using social proof?” and an ad that leads to it. Once the visitor takes the quiz, they need to leave their email to get the results. We’ve been able to get some good conversions with this method, but it requires a lot of work. First, you have to split test the ad copy and design and then the questions and the outcomes. However, the results are worth it, and we’ve seen lots of conversions come in from highly targeted Facebook ads coupled with quizzes.
3. Develop Conversations Offline
Jose Gomez, Chief Technology Officer & Co-founder, Evinex
Take the conversation offline. The Advanced Search Function on LinkedIn is perfect for doing so. Target second-degree connections. You can also join groups―not only your industry related groups but also groups your potential clients belong to. Once you made the first contact engage with the prospect initiating dialogue. Avoid sales pitches on your next messages―just add something with value to your prospect. When you find there is some trust built, you should move the conversation offline. It’s incredible how a simple phone call can turn a prospect to a client.
4. Invite People to Engage With Facebook Groups
Daria Serdiuk, Marketing Manager, Chanty
We’ve tried everything in the past few years and realized that social media has become a pay-to-play arena. The way we succeed with social media is by marketing through our own official Facebook group. We use it to answer questions, offer assistance, promote our new features and offers, and everything related to our product. As soon as a new user signs up for our SaaS [software-as-a-service] app, they get a link to join the group. Using this group, we’ve been able to activate and re-engage some people that stopped using Chanty. It’s practically free, and the value that the members get is excellent.
Allie Potts, Division Managing Editor, Fit Small Business
Nothing captures the eye like motion, making videos an excellent tactic for social media lead generation. Besides gaining a prospect’s attention, they help you connect with potential customers and share your brand. It’s also an ideal way to demo your products and services quickly. You can use a product like BombBomb to create branded videos easily and share them on social media and track views and clicks.
6. Use Strong Imagery & Forms
Matt Erickson, Marketing Director, National Positions
Strong imagery to make viewers stop scrolling and pay attention. When users are thumbing, however, you need an awesome visual to hook your viewer. Keep them on Facebook. Use forms within Facebook to capture information quickly, and then they can go right back to their social experience. For example, you might need a name, email, company, and number, make all tree required and then add something like a simple dropdown: “What is your budget?” “Where do you want to advertise?” or even, “What size shirt are you?” (if you sell clothing).
7. Target Leads on LinkedIn With Precision
Sharad Varshney, CEO, OvalEdge
LinkedIn offers a perfect solution for lead generation. We can target precise people corresponding to our customer profile with personal inmails or graphic and text ads. The second approach on LinkedIn that works for us quite well is all about networking and connection with people corresponding to our target profile. No money investment, just time and genuine effort. We need to engage and nurture our network to break through the noise and become a recognizable source of information.
8. Use Contests on Social Media
Boni Satani, Digital Marketing Manager, Zestard Technologies
For running a contest, the prize should be valuable. If the prize is not worthy, no one will participate in the contest. So, for the contest, the prize should be valuable enough to get people interested in participating in the competition. Also, it should be to be valuable to those specific people who have the highest potential to become your customers.
9. Use Facebook Ads & Messenger
Brett Casey, Executive Sales Leader, HealthMarkets
I’ve had great success using Facebook to generate leads and, ultimately, sales. I’ve had multiple clients reach out to me via Facebook ads, and I can connect with them through the messenger system and set up appointments. Additionally, when I share insurance tips or other information on my Facebook page, I’ve had Facebook friends tag other friends within the comments to connect them to me and the services I can provide. These have been great ways to get referrals, set up appointments, and positively build my personal brand and business.
10. Optimize Your Content for Mobile
Patrick Donnelly, Director of Marketing, Fit3D & BodyBlock
One of the best tricks I have for lead gen on social media is to use “square video” for paid ads or organic engagement. This minimal change has doubled the CTR [click-through rate] on the campaigns I’ve done for two companies I’ve been with. Why? The simple answer is that social media is very mobile-focused. Square videos on phones take up twice as much real estate compared to horizontal videos in a “feed” environment. Try an A/B test with your traditional landscape videos and see for yourself. Often, you can reuse old footage through some simple editing work and some affordable phone apps.
Evan Tarver, General Manager, Fit Small Business
Sometimes it’s helpful to get social media experts involved. If you want to outsource your social media lead generation efforts, turn to Hibu. They can help you create and optimize a company’s Facebook page, craft engaging ads, and generate more qualified leads with no management fees.
12. Use Gated Content
Zarar Ameen, CEO, CANZ Marketing
Make your videos gated content. Ask viewers for useful information―name, email address, and so on―or for filling a form before showing the video. This might act as a barrier, stopping a few. However, the target audience needing your content would go any length to get it if it solves their pain points. Guide your viewers for the next actions you want them to take with a powerful call to action [CTA] at the end of your videos, be it watching another video or buying your course. This helps as a psychological trick to make them take the required action.
13. Interact With Your Followers
Karlena Wilkinson, Owner, The Child Development Center of Easton
Small businesses that I see on social media usually do not respond to questions or comments left by the public, which could be detrimental to your business and how people perceive it. Not responding to questions in a timely matter or at all, can make the public assume that if you cannot answer a simple question, then if they purchase your product and something goes wrong, you will take your time correcting the problem, if you correct it at all. Great customer service starts with your online presence and will attract customers.
14. Use Keywords & Hashtags
Sally Hendrick, Branding Strategist, Go Sally Go Consulting
It’s important to research keywords and hashtags to use that are popular in your industry, relate to your clients’ interests or what they do for a living, and pertain to your business’ attributes. Use them regularly in your content to create a brand strategy that draws in potential customers to your products and services repeatedly.
15. Leverage LinkedIn’s Sales Navigator
Victor Fredung, CEO, Shufti Pro
Use LinkedIn’s sales navigator to pitch for clients more suitably and naturally. As it gives you insights about your client persona through productive search techniques. Furthermore, post regularly―daily if possible―to keep your potential clients updated about your company and to remain in their news feed and notifications tab.
16. Personalize Your Profile
Brimo Morales, CEO, Brimagraphics
My best practices for generation leads on social media starts with how I set up my profile. I utilize a cover photo on Facebook that already tells potential clients how I could help them. On top of that, I put the link to my sales funnel in as many places as possible, including in the description of my profile picture, cover pictures, about section, and a lot of my content as well. I make it as easy as possible for people to get in touch with me or to buy my products and services. The more exposure you can get, the better. I also utilize paid ads because that’s the only way to get in front of as many people as possible. This method going forward is what is helping people win more than organic content posting alone.
17. Be Clear About Your Products and Services
Fidel Monk, Co-founder, Good Life Marketing
Ensure your sales posts clearly state that you have a product or service for sale. It’s amazing how many small businesses are afraid their audience will balk at a sales pitch. So, instead, they publish cryptic social media posts and simply hope their target market will catch on. That’s like setting up a market stall with no prices on your products and hiding behind the marquee when customers approach. A better strategy is to assume your audience follows you because they want to hear about your offering. So, make it clear. Use professional, engaging images of your products. Clearly describe your offering in terms of how it benefits the user. Include the price, size, options, and a call to action on how to take the next step to purchase. These simple steps can produce a remarkable increase in leads across social media channels.
Bonus Tip: Be Authentic
Kat Rosati, Premium + Ethical Fashion Brand Strategist, Apparel Booster
The key is to find what hashtags or keywords that your ideal customers are using on which platforms. From there, I just show up regularly and try to help my ideal customers with their issues related to my service. Many times, they end up reaching out to me for more advice or to schedule a consult to see about working together. The key is to be authentic. Don’t focus on selling―focus on helping. In time, you get recognized, and people learn to know, like, and trust you and, when they are ready to buy, they reach out.
Bottom Line: Social Media Leads
Social media leads are a rich source of potential business for any company. The majority of people engage with multiple social media platforms daily, so it’s a lead generation tactic no small business can afford to avoid. Use these expert tips to create a meaningful social media marketing and lead generation strategy that will attract and retain loyal customers.