lead generationWith the integrated e-commerce features in all major social media platforms today, it’s more than feasible to use it as a lead generation tool. Whether you’re a B2B or B2C company, social media is a great complement to your business website in getting leads. For small businesses, it can be a better and cheaper alternative as well.
Social media has become more than just a place for people to socialize. In recent years, it has also become one of the main platforms for people to connect with businesses as well.
In a study, it has been found that 42% of people use social media to search for products and services. Consumers between 16 and 24 years old were also found to conduct more product research on social media than on search engines. And in 2020, Facebook was the leading source of social media referral traffic to e-commerce websites (approximately 48%), followed by YouTube (24%) and Twitter (10%).
Social media also offers the added benefit of making it easier for you as a brand to nurture your leads — it’s an all-in-one platform, so to speak. This aspect is, by far, among the biggest advantages that social media brings when it comes to lead generation.
This is the very first thing to accomplish, especially when you’re using paid ads. Platforms like Facebook ask what your ad objectives are for better targeting. Your social media lead generation strategy will also be more effective when you know what your end goals are.
One of the keys to a successful lead generation strategy is to offer something of great value to your consumers. Give people a good reason to click through your social media posts — people are naturally drawn to offers that are relevant to their needs.
A lead magnet can be anything: a new product, a discount voucher, free trial access, free content, etc. The important factor is that it ties in well with your objectives, as well as offering something beneficial to your target audience.
What do you want people to do after reading your content? Usher them in the right direction by including a clear and compelling call-to-action (CTA). A good CTA must be clear, relevant, straight to the point, and evoke emotions (e.g., urgency or enthusiasm).
Actionable copy paired with power words is valuable to use in crafting effective CTAs. Some examples of power words include now, grab, free, and fast. OptinMonster has an extensive list of power words you can use.
In addition, your CTA must be paired with a dedicated and relevant landing page. This is crucial in capturing leads and ultimately converting them. It’s important for your landing page to be consistent with your copy and CTA.
In marketing, social proof refers to the people’s tendency to copy the behavior of others to be socially accepted.
In lead generation, it plays a huge role in influencing people’s buying decisions, and it’s usually in the form of testimonials and reviews. It works on the premise that if others like this certain product, then potential customers will tend to like it too.
It has been found that 9 out of 10 people trust customer testimonials more than what brands say about themselves. The same study also found that 77% of consumers have been convinced to buy a product after watching a testimonial video about it.
Make it a point to share testimonials on your social media. It also pays to leverage social media influencers and ask them to make a review about your brand and/or products.
As a related point, referral programs through social media are among the most effective ways to capture more leads. A study revealed that 93% of consumers trust their friends’ and family’s recommendations.
The key here is to provide an attractive and valuable incentive to both parties: the referrer and the referees. The rewards can span from discount vouchers, gift cards, or even cash incentives.