Generating fresh and relevant leads for a business is often a daunting task for marketers. However, leveraging social media effectively can help marketers address this challenge. With almost 5 billion active users globally, social media isn’t just for online communications. It is one of the best mediums for businesses to market their products and/or services to generate quality leads.
Having said that, let us begin by addressing a fundamental question.
What are social media leads?
Social media leads are potential customers or individuals who have expressed interest in a business's products or services through social channels. These customers express their interest by requesting a callback or submitting a form with their contact details.
This process of gathering potential customers or qualified leads through social media platforms is known as social media lead generation.
Now, let’s explore the 10 most effective methods for social media lead generation.
1. Use customer testimonials as social proof
As a marketer, you must strategically use customer testimonials or success stories across various touchpoints to acquire new leads. These touchpoints can include website landing pages, product pages and email campaigns.
By showcasing the experiences of happy customers, marketers create a positive impression. Additionally, it also demonstrates that their offering is tried, tested and valued by real people. A survey by Wyzowl also reveals that 9 out of 10 people trust what a customer says about a business more than what that business says about itself.
As you can see, social proof helps potential customers feel more confident in their decision-making process, ultimately leading to higher conversions and brand loyalty.
Here’s how Sprinklr leverages customer testimonials on its website.
2. Launch enticing lead magnets
Lead magnets are valuable incentives marketers offer to entice potential customers into sharing their contact information, such as email address.
The right value proposition or offer often encourages your audience to share their personal information willingly. This can include a promotional discount, a well-researched report for free or a free tool.
Here’s a landing page that entices users to fill in their work email address to download a lead magnet (e-book) titled “How CMPs Can Move Your Marketing World for Good.”
3. Leverage lead generation ads
You must not miss out on leveraging lead generation ads on social media. Lead generation ads are a specialized form of online advertising designed to acquire valuable lead data from prospective customers. These ads are typically used on social media platforms like Facebook, LinkedIn and Instagram, as well as other online networks.
The primary intent of these ads is to speed up the process of capturing user information. These ads include forms embedded in the ad, allowing users to submit their personal information, such as name, email address, phone number, etc. Additionally, these ads auto-populate some of the form fields with information from the user's social media profile, making it easier and quicker for users to complete the form.
Here’s what a sample lead generation ad looks like on Facebook.
Read More: Detailed Guide on Facebook Advertising
4. Targeted ads on social media
Social media platforms such as Facebook and Instagram allow you to run paid ad campaigns tailored to your ideal audience. This level of customization lets you target audience demographics that align precisely with your intended goals.
For instance, you can configure a paid ad directed at individuals within a particular age group and geographic location. This is one of the most efficient methods of social media lead generation as it engages your intended audience in a much more straightforward manner compared to other techniques.
Here’s a classic example of how LinkedIn targets its users using paid ads to encourage them to sign up for the premium version.
Also Read: 8 best practices for social media marketing
5. Set up a sequential retargeting campaign
Retargeting provides significant advantages to marketers as they strengthen brand recognition and improve conversion rates. It empowers you to reconnect with potential customers who may have disengaged or slipped away.
Did you know 70% of website visitors who are retargeted with display ads are more likely to convert to your website?
Imagine someone clicked on your initial ad and looked around your website but didn't sign up. You can show them more ads to motivate them to complete the signup.
You can also display ads to people who visit your website from a search engine or a website. Even those who enjoy reading your blog but haven't subscribed to your newsletter can be retargeted with ads.
By tailoring your social media messaging based on your audience's previous actions, you can effectively guide them along their buying journey and keep them engaged.
6. Sponsor and collaborate with content creators
Rather than relying solely on paid advertisements, you can draw in potential leads from the social media content your target audience is consuming already. Consider supporting popular shows, content creators and YouTube channels that resonate with your target crowd.
Successful influencers have huge followings on social media, making channels like Instagram a great place to engage in sponsored content. This marketing tactic works well with celebrities who influence their followers’ fashion and lifestyle choices through their social media posts.
Take Indian cricketer Virat Kohli, for instance. He's got a whopping 250 million followers on Instagram and often shares snapshots of his fitness regimen. So, it was a no-brainer for a top-notch sports apparel brand like PUMA to collaborate with Virat Kohli for a sponsored post featuring him sporting PUMA's running shoes and shorts.
This way, you can collaborate with a credible content creator or a celebrity to share the spotlight with your brand, product or service, even if it is just for a brief moment. This approach is more captivating than bombarding an audience with ads they may not even pay attention to.
7. Run referral campaigns
Running referral campaigns involves getting your current customers to suggest your products or services to their friends or coworkers. You can offer incentives or rewards to those who make successful referrals, creating a win-win situation where both referrers and new customers benefit.
You can then promote this campaign through social media in the form of organic and paid ads.
Learn More: 9 Surprisingly Easy Referral Marketing Strategies for Your Business
8. Leverage social listening tools
In this digital age, businesses look out for tools and services that can help improve their growth on digital channels like social media.
Here’s where a social listening tool, that enables you to monitor social media conversations, becomes critical. It helps you identify potential leads or customers who express interest in your industry or products on social media.
It also provides the added benefit of keeping tabs on your competitors' social media activity, in turn, presenting opportunities to attract your competitors’ customers to your business.
9. Organize a live streaming event
Live streaming on social media is an interactive way to engage with your audience, without the need for costly venues.
Whether you're conducting a casual Q&A session, offering a sneak peek behind the scenes or delivering a webinar on a topic, live streams offer an excellent opportunity to provide educational content or entertainment.
You can make the most out of your live stream to promote your associated products and services. You can also guide viewers to a sign-up form for further information and entice newcomers to follow you for ongoing learning and updates.
10. Choose the right social platforms
It is critical to focus on the social media platforms where your intended audience engages the most. Given different platforms cater to different demographics and industries, it’s vital to assess where your target audience is most active.
For instance, if you're a fashion designer looking to showcase your latest creations to a younger audience, Instagram could be the optimal choice, given that 61% of Instagram users fall within the 18-34 age bracket.
Make the most out of your lead generation tactics
Social media is a place where nearly everyone hangs out these days. If increasing leads and expanding your business are your primary objectives, then social media is the right place to connect with your desired audience.
It doesn't matter what kind of business you have. Implementing the tactics above for generating leads through social media will help you generate substantial social media ROI.
At the same time, implementing a modern-day tool like Sprinklr's AI-powered social listening tool in your workflow can help you capture valuable customer feedback on your products and services with which you can gain a competitive edge and penetrate new markets.