In the early days of social media, the platforms started as personal networks—users connected with friends, family, and even celebrities. Marketing and lead generation on social media was almost unthinkable: it was a place to share funny memes. But the last five years have been groundbreaking for businesses in this field.
As you likely know, social media marketing has become essential for marketing teams looking to reach customers online. However, with so many people on various platforms every day—with different demographics consuming content through each one—it’s essential to find evergreen lead generation strategies that work across multiple platforms.
Apart from engagement, expanding an audience, and, spreading awareness, lead generation is one of the most tangible results of a social media campaign.
What is Lead Generation?
Lead generation is a marketing process for attracting and converting prospective customers into leads.
Lead generation has many names: lead capture, lead generation, lead nurturing, and buzz marketing. It all means the same thing: turning interested people into potential customers. The main goal of lead generation is to create leads from visitors to your website (free or paid).
Primarily, it is any activity that generates leads for your business. If you’re looking to grow sales quickly, this article will show you how to generate leads on social media.
What are the types of lead generation?
The two main types of lead generation are:
Inbound lead generation
These leads come to you rather than chasing them down. It’s a win-win for both parties because the lead is interested in what you have to offer and has already taken the initiative to find out about your business offerings. The best part about inbound leads is that they don’t cost anything! You can use social media, blogging, and other forms of free marketing to create your inbound leads.
It’s a way for businesses to reach out to potential customers by providing information and resources that are useful, interesting, and helpful for them. This approach makes it easier for potential customers to find you online and begin interacting with your brand.
Inbound lead generation aims to attract potential customers who are already interested in what you’re selling or offering. Hence, they don’t have to be persuaded into buying something they didn’t know they needed before visiting your site or discovering your content.
Outbound lead generation
This is where you actively go out and look for new customers by using salespeople or telemarketers. Outbound marketing is usually more expensive but can be effective if done correctly.
Outbound lead generation is finding potential customers and then reaching out to them to introduce your product or service. It’s an essential part of marketing because it helps you generate leads that you can follow up on with inbound methods like email marketing, social media advertising, and content promotion.
A good outbound lead generation strategy should have three parts:
- Prospecting: Finding potential clients who are likely to be interested in what you have to offer.
- Lead scoring: Assign a score based on the prospect’s likelihood of becoming a customer and how much they could spend with your business.
- Cold calling or email outreach: Sending an initial message or phone call to introduce yourself and explain why your product would be beneficial for them
Let’s face it; lead generation is a process. You’re wasting time and money if you’re not following a process in your marketing efforts. A lead generation process can help you streamline your marketing efforts and make them more efficient. By following this step-by-step guide, you’ll be able to create an effective lead generation campaign that will improve the ROI of your marketing and generate quality leads for your organization. To make it easier for you we have broken down the entire process into digestible steps.
Steps of a lead generation process
1. Identifying your target audience
The next step for your marketing team is to identify your target audience. Again, it would help if you understood who they are and what they want so that you can provide them with the correct information at the right time.
To do this, create a persona. A persona is an imaginary customer that represents your ideal customer profile. It should be based on accurate data (such as demographics and behavior) but not just on facts alone; it should include details such as likes and dislikes, fears, and aspirations. Once you’ve thoroughly understood your customer base’s pain points and preferences for communication channels, content types, and content length (for example), you’re ready to generate leads!
2. Generating leads with offers/ trials and valuable resources
Once you have your offer and the target audience, it’s time to generate leads. Recommendations are great for attracting potential customers. They can be free or paid, but they should always be relevant to the target audience. They should also be personalized to each customer, so they feel their needs are being met.
Another great way to convert your audience into paying customers is to identify their key pain points and introduce offers that help solve them. Offers must also be easy to understand and use, to work correctly as a lead generation tool.
3. Nurturing your leads
Nurturing is the process of communicating with leads over time. It’s a way for you to keep your leads engaged and moving through the sales pipeline so that they do not become inactive.
79% of marketing leads never convert into sales. Lack of nurture is the main cause for this.
You can nurture your leads by email, direct mail, or both, as appropriate for your business. Your messages should be personalized and tailored to each lead’s needs.
4. Qualifying your leads
Lead qualification evaluates potential customers based on their financial ability and willingness to purchase from you. It is essential because it allows you to concentrate your efforts on prospects most likely to become customers.
There are primarily two steps in qualifying leads. The first is by the marketing team – where the lead is reviewed and passed on to the sales team if it meets the necessary criteria. The leads that pass through the sales pipeline are known as sales-qualified leads. The sales team can now work on converting them into active customers.
There are several different ways to qualify leads, including:
- Financial criteria: The ability of the prospect to buy from you and their willingness to do so can be determined by asking questions about their budget or company size.
- Psychographic criteria: Qualifying leads by psychographic factors such as job title, industry or location can help account for variations in purchasing power among different groups.
- Demographic criteria: Information such as age, gender, and marital status provide insight into how likely someone is to become a customer.
A lead generation process is the lifecycle of a prospect. It consists of identifying your target audience, generating leads with offers, nurturing them through the sales funnel, and qualifying them.
The first step in a lead generation process is identifying your target audience. The next step is generating leads with offers that resonate with them. The third step is nurturing those leads through email campaigns or social media ads so they convert into customers or clients. This step can also include creating content like blogs or videos to engage customers at every stage of their journey.
Finally, once you’ve gotten the information you need from interested prospects and qualified them as real prospective customers, it’s time to close the sales.
66% of marketers generate leads from social media after spending only six hours per week on social marketing
What Is Social Media Lead Generation?
In a gist, social media lead generation converts your followers into leads that can be used for marketing purposes.
To understand how this works, it’s essential to know the difference between “engagement” and “conversion.” Engagement is simply interacting with a post made by someone else on social media—liking it, sharing it, commenting on it.
Conversion is when you take an action that leads to future sales or business opportunities: making a purchase, downloading something free of charge, signing up for an email list or newsletter (and then potentially making purchases).
Social media lead generation is based on the idea that if you can get people engaged in whatever you’re promoting (something like your service or product), there’s a good chance they’ll eventually convert into paying customers. This strategy requires a lot of work upfront but can be highly profitable over time if done correctly.
That’s why we’ve listed seven powerful social media lead generation best practices for you. Social media marketing is undoubtedly a dynamic marketing channel, but these lead generation strategies will help make sure you’re using this powerful medium at its full potential!
7 Effective Social Media Lead Generation Ideas
1. Use Interactive Content To Grab Attention
The world of social media is constantly changing and growing. This means that you must always look for new ways to attract potential customers. One way to do this is by using interactive content marketing for social media lead generation.
So what exactly is interactive content? It’s a form of marketing that allows you to engage with your audience and build relationships with them simultaneously. For example, you can include quizzes, polls, or surveys in your posts so people can provide their feedback on different topics.
When they do this, your potential customers are more likely to remember who you are and what your business offers them because they’ve taken part in something meaningful.
81% of marketers agree that interactive content is much more effective at grabbing people’s attention than static content.
The great thing about interactive content is that it allows you to learn more about your target market and create more relevant content for them. And ultimately help you bag more leads.
For example, if someone answers “yes” when asked whether they’ve ever considered switching energy suppliers before, it would make sense for you to share some information about how easy it is for them to do so with your company.
The best way to ensure you create a great interactive campaign and attract high-quality leads is to start with the idea. What are you hoping to accomplish by providing your followers with this content? What’s the purpose of this content, and how can it be used in a way that will benefit both your company and your customers?
Once you’ve got an idea about what kind of campaign you want to run, it becomes easier to figure out how exactly it should look.
Polls, giveaways, and ask me anything are some of the most trending interactive content forms on social media that can land you quality leads. This strategy can help build a strong relationship with your potential customers and aid the b2b lead generation process.
2. Offer Lead Magnets
Lead magnets are a great way to generate more leads. Especially for b2b lead generation, magnets such as trials, calculators, and templates are a huge hit.
Moreover, you can create PDFs, ebooks, checklists, or even videos. For example, if you’re running a lead nurturing campaign, your lead magnet should be something that will keep your audience engaged and wanting more.
If you’re selling mobile phone accessories online and want to generate leads for your website, then you might create an ebook on the best way to protect their new smartphone’s screen from scratches.
With this online lead generation approach, you are providing a helpful resource that helps people solve one of their problems. While also giving them access to more information about your brand, which will make them more likely to convert down the line when they have time (or money).
The same goes for lead qualification campaigns – if you want your target audience to invest in your product, offer them something relevant during this phase and after. Again, this will help them learn more about what they need before making any purchases themselves.
Such lead generation efforts will help you build relationships with your target audience and give them confidence about working with companies like yours because they know exactly what services/products exist within such industries. Additionally, such as approach is a sure-shot way to get qualified leads.
Types of magnets to grab new leads:
- Free ebooks
- Free videos
- Templates and checklists
3. Leverage Testimonials As Social Proof
92% of consumers are more likely to trust non-paid recommendations than any other type of advertising. That said, customer recommendation is undoubtedly the most effective marketing content.
You need to stand out from the crowd regarding lead generation. And that is precisely where Testimonials come in.
A testimonial is a statement of praise written by a customer or client. It is one of the most sought-after forms of social proof.
Social proof is any indication that you are a brand people can trust. It’s when potential customers see that other people share the same opinion or are satisfied with your product.
Testimonials are a great way to get more sales leads. They show potential clients that other people have had a positive experience with your business and that they would recommend you to others.
You just need to ensure that your customers are happy with your product or service and that they’ll be glad to tell their friends and family about it.
Tips on leveraging Testimonials in the lead generation process:
Twitter, Facebook, Instagram, basically all platforms where your target audience is engaging. (though be sure not to go overboard!).
If you have multiple customers who can share their experiences with your product or service, ask them if they’d be willing to share their stories with their friends on social media.
The best way to integrate testimonials into your digital marketing is to make them a part of your content marketing strategy. So don’t restrict the testimonials to just social media platforms. Here are a couple of other ways that help in lead generation.
As part of your website’s design– on the landing page
For example, on the landing page or in an About Us section. This can be helpful for the audience who is unsure whether or not they should trust your business. In a nutshell, adding testimonials on the landing pages will make it easier for you to establish the credibility of your business.
In email campaigns to prospects and customers
In addition to the landing page, testimonials work well in emails because they’re quick to read and easy to digest. They also help humanize your brand, which can make you seem more trustworthy — which could be especially important if you’re looking to generate sales leads for something a bit complex or technical.
4. Provide A Free tool Or Trial offers
Who doesn’t like free stuff?
A good free trial can convert up to 60% of your leads. Free trials are a tried and trusted way of lead generation. It is because they’re like an extended sales pitch that you give them before asking for their information.
During the trial period, you can build trust and rapport with your potential customer by providing value regularly (such as blog posts or videos).
If you have an offering related to social media, then offering it through promo codes, free trials, and demos as part of your lead gen strategy is brilliant business sense. It’s also a great way to get people who might not otherwise be interested in buying from you!
You don’t need anything fancy here; just look through what kind of tools or services exist in this space, find something relevant for your audience, and offer it up as part of the process when someone signs up through one of your links.* Offer free ebook/whitepaper/webinar/consultation etc.*
Indeed, free tools and trial offers are a great way to generate leads. But they can also be a great way to get your name out there, build trust and credibility, and even improve your brand.
3 Ways To Use Free Tools, Free Trials, And Freebies For Lead Gen
- Build credibility and trust with potential customers by offering them something new for free.
- Increase the lifetime value of a customer by giving them more than what they expected from your product or service.
- Increase engagement with your brand by offering valuable content that helps people do their jobs better or navigate life more easily
5. Utilize Social Listening To Generate Leads
In a world of information overload, it’s becoming more challenging to stand out in a crowded market. But one way for your business to get noticed above the rest is social listening.
Social listening is the process of monitoring and analyzing the content that is shared on social media channels. It is an effective way to gather information about your audience, discover their pain points and learn about their needs.
Social listening can help you identify potential leads, improve customer service and increase brand awareness. So, apart from lead generation, social listening also helps build awareness and drive traffic.
This activity empowers you to land new leads ready to buy from you. It gives you insight into what your target audience wants so that you can deliver the right message at the right time. And it helps you identify opportunities for new products or services that could boost sales and increase market share.
Monitoring Your competitors
It is a great way to monitor what your customers say about you, but it can also be used to learn more about your competitors.
You’ll discover valuable information by monitoring your competitors’ social media accounts. For example, you’ll know which products or services they offer and how they market them, which might give you some ideas for improving your marketing strategy.
You’ll stay up-to-date with all the new launches and their impact on the customer base. If so, note the effect, as it could help aid your strategy!
Listening to what the community requires and understanding the bottlenecks will help create a better product/ service. Additionally, you’ll be giving your audience what they are exactly looking for and creating a more fruitful relationship with your customers, ultimately contributing to brand engagement.
If you have insights into the conversations related to your brand, you can leverage it to create content that addresses the pain points and increase the chances of converting your audience. Again, the excellent lead quality will be a bonus for being a good listener.
6. Include Social Media Updates In The Lead Generation Strategy
While we talk about connecting with the target audience through and through, the most critical step is to reach them first. And leveraging social media updates and the latest trends is the best way to do that. Besides social media marketing campaigns, reels, live, pinning posts, and more such updates empower your lead generation.
Apart from other social media lead generation ideas, this particular strategy has proved to be more helpful, here’s why.
Every time a social media platform introduces a new feature, its algorithm prioritizes it to get the audience hooked. And that’s where using it is a bonus for you as a creator/ brand.
The best way to connect with the right audience on social media is by Social media is a great way to engage with your audience, build trust and brand recognition, and can be used to build an audience. It’s also a great way to generate leads; ultimately, the platforms make it easier for creators/ businesses to engage and provide more value to the audience.
7. Be Proactive, And You’ll Find Great Success
When you’re on social media, you should never wait for the phone to ring. That’s because it’s unlikely that a customer will happen upon your business page and decide to do business with you without any incentive.
Instead of waiting for a customer to come to you, you need to be proactive and find ways to use social media as an advantage for selling products or services. Here are some ideas:
- Be helpful and informative. When someone posts on your page asking about a product or service, answer them in detail and provide links where they can buy what they want from somewhere else if yours doesn’t meet their needs (without sounding like an advertisement). This shows customers that there are resources available when they need them—and also builds trust between yourself and other users online who may look for reviews later!
- Use hashtags strategically; don’t spam them everywhere but ensure each post includes at least one relevant hashtag so people searching through those terms find it easily without having too many options presented at once (which could confuse them). This is especially important when trying out new tactics like ads or giveaways. In addition, experiments require careful attention to tracking results during specific periods where traffic spikes can occur unexpectedly due to external factors such as deals on competitors’ websites, which might temporarily reduce sales rates.
Lead gen forms also play a significant role in getting the right leads. Imagine going through ten questions in a lead gen form? Sounds like a nightmare, right?
Humanizing the document and asking the right questions is equally crucial to locking the leads.
Understanding the lead information is the first step towards creating meaningful lead gen forms. Following that, you can always include the policies related to data security and more to help the lead make an informed decision.
We get it. Generating leads does seem like a long and tedious process, but there is a way out.
How To Select The Right Lead Generation Tools?
Selecting the right tools for generating leads can be difficult, whether you’re a beginner or an experienced professional. However, many options are available, and each tool has its benefits. Here are the steps to help you select the best-suited tool.
- Understand your needs
- Narrow down your options
- Check for free trials
- Review testimonials
- Finalize the tool
The market has excellent lead generation applications to help you ace the process. With the right mix of content and creativity, you can start generating leads for your business on social media. If you’re stuck along the way, don’t be afraid to think outside the box!
Have you tried any of these ideas yet? Then, do let us know in the comments below.