The fact that social media is one of the largest sources of digital marketing leads for many businesses is old news. Many businesses, big and small, are already using the major social networks to increase 1000’s of leads every year.
As a savvy marketer, the question you should be asking is what you can do differently to secure your piece of this lead pie. Strategies such as placing links in your Facebook posts and directing users who click on the links to your landing pages are effective. However, everyone else knows about that. If you’re to stay ahead of the pack, you need to consistently discover new tactics before anyone else does.
In this guide, we discuss several new social media lead generation tips to consider.
Create a Circular Digital Marketing Funnel
Let’s begin with an obvious one – the digital marketing funnel, which you can also consider a content marketing funnel. Do you have one? If yes, you’re still in the minority. The majority of digital marketers work without a funnel. This can seriously undermine your efforts.
A digital marketing funnel is a path created by marketers to guide customers from the visitor stage, through the prospect stage, to the customer/purchase stage and all the way until they become loyal fans and possibly promoters of your business. The “circular” part I add is because the funnel needs to be ever evolving based on the data that is coming in. You need to review, measure, and adjust and then repeat the funnel process with the adjustments.
There are several reasons why digital marketers need sales to funnel for social media marketing. These include:
- It gives your marketing clarity, purpose, and a process
- It makes it easier to predict your sales volume
- You build a KLT (Know-Like-Trust) factor with your customers
- Sales funnels boost revenue and profitability via automation
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How to create a circular social media sales funnel
A social media sales funnel comprises five main stages: awareness, familiarity, consideration, purchase, and loyalty, with awareness coming at the top of the funnel and loyalty at the bottom. Here’s how to design each stage.
As the first stage in the sales funnel, the awareness (or discovery) phase is mostly about advertising. At this stage, new customers who’ve never heard about you need to discover your articles and ads. The best marketing materials for this stage, therefore, include;
- Regular posts
- Promoted ads
- Captivating videos
At this stage, focus on measuring basic metrics such as reach i.e. how many people viewed your post?
Also known as the interest stage, this is where initial strangers now feel comfortable enough to engage with your content. For instance, they may begin sharing your Facebook posts and retweeting your tweets. Later, they may also start commenting on and replying to your posts. Ideal marketing materials for this stage include;
- Targeted posts
- Lead capture cards
Metrics to measure, meanwhile, include; a number of followers, signups, participants (for contests), engagement, and clicks.
Here, consumers’ interest in your product has peaked. Now, they have to decide whether to actually buy the product and if so, whether to buy it from you. Ideal marketing resources and strategies at this stage include;
- Remarketing Ads
- Among others, you want to measure; the number of people watching product specific videos, number of calls/requests for additional information, and website visits.
If you do a good job in the last stage, you will see a good number of people making a purchase. For maximum sales, consider the following marketing materials and strategies;
- Effective landing pages
- Compelling CTAs
- Effective product pages
- A simple checkout process
Obviously, here, you want to begin by measuring the number of sales, focusing on daily, monthly, and yearly averages. Don’t forget to track shopping cart abandonment, revenue, and campaign profitability.
Building loyalty takes a significant amount of effort. Even people who happily make a purchase may not become loyal customers. To drive up your number of loyal customers
- Follow up with the customers
- Suggest complementary products
- Build a community
- Engage them with email and social media posts
Metrics to track at the loyalty stage include; the number of return customers, referrals, and direct searches on search engines.
Lead Generation with Video and Stories
Another new trend in social media lead generation is lead capture using video and stories. Below, we look at how to generate leads with Facebook/YouTube videos and Instagram Stories.
Generating leads with videos
While the majority of social media marketers understand the value of videos and have thus incorporated quality videos into their marketing campaigns, a good number are still struggling to turn these videos into lead generation tools. The following are four innovative ways to generate more leads with your videos;
Use video gates
Just like we do with text content, you can use gates or turnstile on your videos to capture leads. The only difference is that unlike with text content, you can’t use landing pages when requesting a viewer’s contact information because of the long load times. Also, landing pages put an unnecessary burden on the viewer.
To solve this problem, products such as Vidyard and Wistia have been created that allow marketers to display simple forms in a video player. This way, you can quickly capture leads’ information before they begin watching the video.
Add CTAs to your videos
What do you want viewers to do after watching your videos? Do they call you? Want them to subscribe to your video channel? Do they enable alerts so they are alerted whenever you upload a new video?
All of these are possible actions. But, you must remind the viewer to take the desired action. Failing to add CTAs to your videos often leads to people simply leaving after watching. You don’t want that.
Wondering how to add CTAs to your videos? There are a couple of options. You can;
- Edit CTAs directly into videos (via text or audio)
- Include annotations at the end of each video
- Add an Ad Overlay (for Google AdWords users)
- Use a tool such as ViewBix for nifty CTA integration
Create a live video series
One-off videos have their own advantages, but live videos have proven to be even more engaging. Now, you can take your live-video campaign to the next level with a live video series to provide value and keep viewers coming back.
Repurpose your live videos
Still, on live videos, how about repurposing that video you shared the other day? If the video was only live on Facebook, how about sharing it on other social media networks such as YouTube, Twitter, and the rest?
Beyond that, you can also reference your live videos in future blog posts and provide links to the referenced videos. Taking short clips from the live video, editing them, and sharing the clips on other content platforms is another worthwhile idea.
Amplifying lead generation with Instagram Stories
Instagram Stories is another powerful lead generation tool social media marketers must start making the most of. Here’s how to generate more leads using Stories;
- Capture 3-5 stories daily: It can be photos or short videos; just makes sure to add 3-5 items to your Instagram Stories every day.
- Add a CTA to your stories: We’re mentioned CTAs throughout this guide. You need them in your Instagram Stories too.
- Use hashtags (#): If you’ve been on Instagram long enough, you must be aware of the power of the hashtag. Create and contribute to popular hashtags to get even more leads.
- Use polls to engage users: Ask a question using the poll or slider and let your fans vote. Then, reveal the results and start a conversation on the topic.
Generating Leads with Facebook Lead Ads
Launched in 2015, Facebook Lead Ads are special ads that allow marketers to effortlessly collect user emails. With this type of ads, Facebook users can provide their contact information, including; name, company name, and email address – without leaving the Facebook page they’re viewing.
This is a huge advantage because in the past many social media users avoided forms as they’d have to leave the page they were viewing. With Facebook Lead Ads, that’s no longer a worry.
Moreover, when creating a Facebook Lead Ad, you’re allowed to pick from a variety of questions and even create custom questions for maximum lead capture.
To create Facebook Lead Ads for your lead generation campaign, you’ll need;
- An image for the ad
- Text for the ad
- Questions to ask on the lead form
- An idea of your target audience
Once you have the above requirements;
- In Facebook Ads Manager, click Create Campaign
- From Choose a Campaign, select Create New
- In Objectives, select Lead Generation
- Follow the prompts
- When asked “What information would you like to ask for?” select e-mail address, full name, and any other information you need
How to use Facebook Lead Ads to generate more leads
Get the essentials right
When creating your campaign, set up Appointment Scheduling for follow up, add Facebook Pixel to track visits, use manual bidding to keep your budget low, create separate ads for different devices, and schedule the campaign to run when your audience is most active.
We recommend targeting lookalike audiences of existing customers who’ve visited your website. Alternatively, create a buyer persona and stick to it. Segmentation is also important. For the best results, segment your target audience by; interests, devices, location, income, and occupation.
Create a value-laden offer
If you’re serious about getting as many leads as possible, you’ll need to provide an offer no one can refuse. Common irresistible offers include a; monthly newsletter, free insurance quote, coupon or discount, pre-order, and free demo.
Simplify your forms
It’s understandable to want every bit of information about the users, including their income and interests. But, studies show that simple forms generate the most leads. So, only ask for pertinent information. You can find out the rest once the customer is on board.
Always follow up. Appointment scheduling is a nice start. Though, if you decide to go that route, let the leads know that you’ll be calling or e-mailing them. Other follow-up strategies include remarketing and setting up an email follow-up campaign.
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Other New Social Media Lead Generation Tools and Methods
In addition to creating a sales funnel, using videos and Stories, and using Facebook Lead Ads, you can also utilize the following tools and strategies to amplify your social media lead generation campaign.
New social media lead generation tools
- SerpStat: SerpStat is designed to discover and display all popular related phrases people use when interacting with your brand. The tool groups these phrases into subtopics to help you create better social media content.
- SentiOne: A social listening tool, SentiOne stands out for its actionable insights. Among others, you can see engaged members, identify influencers, and discover when your brand is being discussed.
- Socedo: Designed primarily for B2Bs, marketers use Socedo to search for important social media users, interact with them, segment contacts, and monitor social conversations.
- UnScreen: Looking to create a video as well as offer extra downloads, all hosted on your domain? That’s what UnScreen is about. Also, you can use the tool to manage social media-related email marketing campaigns.
- TalkWalker: Designed to help social media marketers discover influencers and learn more about their competition, TalkWalker is simple and easy to use. It can also be used for hashtag monitoring.
New social media lead generation strategies
- Optimize by platform: If you’re using multiple social media networks (highly recommendable), optimize each for specific audiences.
- Utilize visuals across the board: Nearly 80% of social media posts are visuals for a reason – social media users love visuals. Don’t let them down.
- Consider LinkedIn lead generation tools: LinkedIn now has several lead generation tools, including; LinkedIn Lead Gen Forms, InMail, and sponsored content. Use these to capture even more leads.
- Optimize visual content: Whether on Facebook Instagram, or YouTube, optimizing your visuals is critical to lead generation success. Include your branding elements e.g. logos in every image and video, provide links to your website and other social media accounts, and use CTAs to encourage action.
Now, Over to You!
Hopefully, these tips have opened your eyes to new social media lead generation tactics you weren’t aware of. Again, don’t forget the “circular” nature of this! You need to monitor what’s happening, look at the data, and adjust at the top of the funnel on down. Are you ready to go?
Leads are the lifeblood of business and social media is a powerhouse opportunity that’s here to stay and one that businesses must learn. In my book, Game Plan for Social Media Lead Generation I’ll help you develop a plan for your business!