For almost every modern business, social media marketing leads are an integral part of their strategy.
According to the research, 61% of marketers say lead generation through social media is their top priority. Another survey found that 53% of marketers spend at least half of their budget on lead generation through social networks. Facebook, Instagram, and recently, TikTok are a few of the most efficient channels to find users potentially interested in your product or service.
But, how do you generate leads on social media? This article will be useful for both SMM newbies and pros. We’ll cover advanced tactics that can help you boost conversions on the most popular social media platforms.
Why Social Media Matters For Today’s Businesses
The best place to get leads is a place that your customers use all the time. You must pay specific attention to the platforms hundreds of millions of people visit daily. Thus, most would agree that social media is the best channel for finding leads, especially Facebook.
Today, more than 2.7 billion people use Facebook every month, making it the social media platform with the largest population. This social network offers one of the most powerful functionalities for collecting information about potential customers. Other channels that deserve your attention today are Instagram (with 1.074 billion active monthly users) and TikTok (with about 1 billion monthly active users).
The top reason to add social media marketing to your overall marketing strategy is the fairly high conversion rate that you can get on Facebook (between 9-10% across all industries) and Instagram (3.1%). That is because users are more prone to feedback on ads when flipping through their feeds on a social network or viewing various types of content. What’s more, compared to other ad platforms like Google Ads, social media has a much higher ratio of quality leads to total leads.
Difficulties With Getting Leads On Social Media
Although lead generation through social media sounds like a very lucrative opportunity, you may face some challenges when getting started in this direction. Our ultimate guide to SMM for beginners will help you set the groundwork and make the first step.
Typically, marketers can experience the following difficulties with getting leads on social media:
- The gap between you and your target audience
Some companies believe that everyone is a potential customer. They stick to general principles in their marketing strategies because they want to please everyone. That is a big mistake.
You must create a profile of your ideal client called a buyer persona. These should be the people who will benefit the most from what you have to offer, as well as those who are willing to pay money for your product. You should find out as much information about your potential clients as possible, including their age, gender, demographics, geo, interests, etc.
When your company’s employees understand the portrait of a typical consumer, everything you do—sales, advertising, or communication—will be tailored accordingly. This way, you will be able to better serve users, turning them into leads who are ready to purchase your product.
- Lack of supporting materials
Getting a lead means that you deal with a potential customer who is interested in your company’s offer, but that usually isn’t enough. It doesn’t make any sense to get millions of leads if you can’t move them to the next stage of the sales funnel.
Companies can’t overcome this obstacle because they lack additional materials designed to raise clients’ awareness of your brand and answer their questions. Such materials may include various case studies, e-books, white papers, videos, and more. With these tools, you can reach out to target users to show them how to solve their problems. By doing this, you can see what needs users have and whether they are ready to take the next step to purchase.
- Lack of trust in your brand
One of the reasons why leads don’t convert into clients is because they don’t trust your company. The best way to build their trust is to show them that previous clients have had a good experience of working together with you or buying from you. Try using social proofs and ‘trust drivers’ such as:
- Case studies
- Online reviews
- Number of subscribers
- Social media activity
- High-quality content
- Employees’ photos
- Testimonial videos
Gaining customer trust means getting happy customers to work with. Upon the project completion or purchase, you can ask them for feedback on your social media pages, or you can do a case study with them. Offer customers something in return, like a discount for their next purchase or a credit card for kids in exchange for their review.
If you are still not sure how to get leads through social media yourself, many automated digital tools can help you with this tricky task. The best ones are:
How To Generate Leads On Facebook?
Focusing on only Facebook ads is the wrong strategy. This social network offers many more cool options for getting qualified social media leads than you might think.
Below are not-so-obvious lead generation methods you should definitely try:
Use Facebook Lead Forms
You can easily turn your own Facebook page into a “social” landing page using forms. Add a form to your page, and it will be easier for potential customers to communicate with you right there without leaving your Facebook page. You can re-embed the form on your page, and it will appear as a separate page.
Create the right post anatomy and catchy visuals
Linking to a recent blog post may be the best way to generate leads for some businesses. This will direct Facebook users to your site and then to your landing page. For this strategy to work, you also need to make your posts attractive. Use eye-grabbing images and videos in addition to catchy text.
Use an interactive lead magnet
Some of the slightly outdated methods of collecting contact data are subscribing to a newsletter or downloading an eBook. It’s better to host a webinar and then distribute its video recording to users by email.
You can use tools like Fastreel video merger in order to create informative videos highlighting your expertise in a specific niche, thus building quality relationships with your audience. By providing valuable pieces of information through video lead magnets, you build a reputation as an expert who is capable of solving a certain problem.
Experiment with a CTA
The “Contact Us” and “Sign Up” buttons on your Facebook page are great tools for finding business leads. But if you don’t change the button from time to time, then that part of the page will become invisible. On Facebook, you can easily track how the CTA is working. Depending on this data, change the appearance and content of the button to test new approaches.
How To Get More Leads On Instagram?
Add action buttons
Business account owners are able to add action buttons to their profiles. You can link it to your email address or phone number so that users can contact you. Other than that, there are also better opportunities for business lead generation, including the “Book,” “Reserve,” and “Get Tickets” action buttons.
Optimize the link in bio
The number of links on Instagram is limited, so you need to use them correctly. Your link should point customers to whatever goal you want to achieve. It could be a product sale, a survey, or something else. Here are some link optimization tips:
- Keep it short and use your company name
- Promote links on Instagram posts with “Link in bio”
- Add a call-to-action above your bio link
Add vivid visuals to reach your goal
Call-to-actions are the best push for business lead generation. For a call-to-action to work successfully, it must always be accompanied by visuals. If you want someone to follow a link, your post or signature should encourage them to do so. Try using a series of stickers and emojis here.
Cooperate with influencers
Partnering with famous bloggers on brand popularization is a great way to get business leads generated through social media. Choose an influencer with brand affinity but only partial follower overlap. That will ensure that your collaboration will attract new potential subscribers and potential customers. If users trust bloggers, the bloggers have more power to influence them than you.
How To Get More Leads On TikTok?
Use TikTok ads
TikTok ads are designed to help businesses reach their target audience with ease, boosting lead generation and sales. With this tactic, you can also increase your brand awareness, learn more about your customers, and direct users to your landing page. If you’re looking to maximize your impact on TikTok, consider investing in strategies like buying TikTok views to amplify your content’s reach and effectiveness.
TikTok’s creative center is a useful resource that offers a variety of tools and resources to help businesses create effective TikTok ads. It includes a library of high-performing ads, tips and tutorials, and a video editor. Businesses can use the creative center to find inspiration for their ads, create engaging and visually appealing videos, and track the performance of their campaigns.
Add a clickable link
By using links in your bio, you can direct the flow of users to your landing page. If you’re advertising something in the feed, it’s easy to use a call-to-action in your post captions to direct viewers to the link in your bio.
Participate in TikTok challenges
TikTok challenges, both organic and sponsored, can be a good opportunity for your company to reach leads and build brand awareness.
Develop a content strategy and brand’s voice
To increase customer engagement with your brand, you need a solid content strategy for your TikTok profile. Great content can attract potential customers. Regardless of the content types, you are using, it’s important to keep your main message consistent. This way, your audience will quickly recognize your brand’s voice.
Conclusion
In the end, finding the right marketing strategy for lead generation through social media can be quite difficult. The methods described above will help you attract several times more leads to your next social media campaign, as well as reduce the cost of each lead. Use your creativity and persistence to get expected results, or trust this important mission to the professionals at ReVerb!
