How to Turn Your Social Media Marketing Into a Lead Generation Machine
Why are you on social media? Are you using it for brand awareness, or are you aiming more toward lead generation? Using social media marketing for lead generation is probably the most results-oriented approach because it impacts your business’ bottom line faster and more directly than any other method.
The ultimate question is: how do you use your social media activity to bring in leads?
That’s where these 7 tips come into play. With these tips, you’ll increase the likelihood of generating leads and improving the quality of them. You don’t have time to waste on ineffective social media marketing, so it’s time you get acquainted with these lead-generating best practices.
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It might seem like your focus on social media should be to directly and blatantly bring in leads through sales pitches and self-promotion. This isn’t what social media is meant for. Instead, your activity should focus on building relationships through the exchange of value.
If you want to use your social media marketing for lead generation, start by publishing content that can help the audience you want to reach. When you help them resolve their pain points, you’ll see that they’re more likely to take the next step with your business.
Include Persuasive CTAs
Your target audience isn’t going to know how to act on your posts if you don’t give them direction. With a convincing call-to-action (CTA) in your social media posts, you help them know what to do and help you get them to take further action.
When you’re adding a CTA to your social content, make sure the copy is persuasive enough while also being accurate about where you’re leading them. When people see that you’re offering something worth the click, they’re expecting to be sent to where you said they’d go. Don’t deceive them with clickbait but rather have a CTA that leads to something worth their time.
If you really want to increase your brand awareness to reach a wider audience, use social media advertising. It’ll give you more opportunities for lead generation than if you stuck with organic content alone. With advertisements, you have more options for generating high-quality leads that may not already know about you.
The important part about advertising to keep in mind is that you should use the targeting options to your best advantage. Advertising can get unnecessarily pricey and even wasted if you try to reach too broad an audience. It can also negatively affect your brand image if you’re advertising to the wrong people. When you’re ready to start advertising, have a strategy ready to go with all the components you’ll need accessible.
Know Your Audience
Social media is all about conversations and relationship-building. If you want your social media marketing to bring in relevant, high-quality leads, you need to know who to focus your attention on and how you’re going to communicate with them. It’s not practical for you to give equal attention to the entire social sphere, so it’s important to have buyer personas set up that’ll guide your social media communications.
Create social media-based personas of the people who can become marketing qualified leads (MQLs) to be passed on to your sales team. Many times, your leads could be irrelevant or not yet ready, so make sure your social media activity is nurturing the right people with the right content at the right time. This is where the buyer’s journey advice from HubSpot can be helpful.
Lead People Directly to Landing Pages
Social media calls to action, as described above, are essential to getting your social media audience to take an action. Ideally, you want your social audience to click on a link that leads to your website. The best practice for this is to have them land on a webpage with a form, also known as a landing page.
Your landing page should always be relevant to the content and CTA from your social media post. The page should always be optimized to convince visitors to fill out the form in exchange for something of value. To get people to this page, your social media content needs to be convincing and descriptive of what you’re offering and why it matters to your audience.
Work Closely with Sales
Marketing and sales teams sometimes resemble the silos you do not want to have. Both teams should work together in a business cycle or an exchange of information. On social media, marketing staff can make their activity work well for optimal lead generation by communicating with the sales staff. How? Sales staff know what customers want to see and what works for them. They’re a great source of information that’ll help marketers create social media content their audience will act on.
When both teams communicate with each other, marketers will be able to create more targeted, effective content for social media. In turn, marketers will attract more MQLs to pass on to sales. Sales will then pass on recommendations for content that led to sales qualified leads (SQLs). It’s a highly-effective cycle. Marketers need to work closely with sales to make their social media content bring in the right leads for their business.
Be Patient and Persistent
Social media is not going to bring you leads as soon as you start. You’ll see people click through to your website and sometimes fill out your form, but qualified leads only come when you’re patient and persistent. Your social media activity should focus on a nurturing-based process that results in both action and loyalty. Social media marketing is most effective for lead generation when you’re willing to dedicate effort over time.
To develop a healthy flow of qualified leads from social media, you need to publish content that helps your audience, not necessarily what directly helps your business. Social media marketing is a conversational platform where you take the time to help your audience resolve their pain points. This, in turn, will get them more and more interested in what you have to offer. They’ll become more likely to follow through with your business and become a qualified lead. Be patient and never give up on your social activity because it’s only a matter of time.
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Congratulations. You are now ready to use social media marketing for lead generation. You know why your content needs to provide value and include a call-to-action. You know how social media advertising can benefit your lead generation efforts. You’re better able to act on social media by knowing who your audience is and what they’re looking for. You received advice about how landing pages can help bring social media results. You know why marketing and sales must work together to get qualified leads from social media. You also know why you need to be patient and persistent with your social media marketing activity.
That’s it. It’s time for you to get out there and enhance your social media marketing to produce real, qualified leads for sales. Use these tips as a guide.