When most online marketers think about social media, they think of it in terms of brand building instead of sales, but that’s a mistaken assumption. Social media is more than a way to connect with customers and grow a brand; when done properly, marketers can use sites like Twitter, Facebook and Instagram to generate solid leads. Read further to learn the best tips on how to turn social media marketing from a branding tool to a solid method of socia media lead generation.
Consider the Connection Between Lead Generation and Social Media
In online marketing, lead generation is about bringing people into a sales funnel. It’s not selling; rather, it’s about learning everything possible about customers. In the past, lead generation involved mailing surveys or encouraging customers to fill out forms. However, businesses have changed their lead-gathering methods thanks to the internet.
Video marketing, email opt-in and paid campaigns are great ways to get people into a sales funnel. Since it’s all online, it’s simple to track. Social media simplifies the process because people readily share information, and because there are millions of users. It’s the best place to find a target market and turn viewers into leads.
Carefully Choose a Channel
A common mistake is trying to obtain network marketing leads through the wrong channel. It goes back to knowing the customer; with more than one billion account holders, it might be simple to assume that Facebook is the best option. However, that’s not always true. 44% of marketers have found leads from LinkedIn, while 30% get them from Twitter. A marketer’s lead generation techniques depend on which sites they’re using.
Facebook Lead Generation
For Facebook, paid ads are the way to go. Algorithm changes have made it difficult to reach customers organically with social content, but Facebook’s ads can be relatively budget-friendly. Marketers can run contests, but the leads they receive may not be qualified. Custom tabs are a great place to put a contact form, which can capture leads and keep visitors on the page. Marketers who treat their pages like a website often have more success in lead generation.
Building Leads on Twitter
To generate the best leads on Twitter, the process is a little more complex. Promoted tweets are coming to the forefront, and marketers can leverage that power in several ways. Twitter cards use eye-catching images, but the copy has to be appealing and fit within the 140-character limit.
For B2B leads, there’s no better place to find them than LinkedIn. This social network is geared toward networkers and professionals, and it’s a great lead generation method. Bring in new leads by offering free samples, and contact them directly through InMail. With a combination of inbound marketing and publishing, marketers can bring more leads into their funnel than with conventional outbound marketing tactics.
Building Leads on Instagram
In terms of marketing options, Instagram is still in its infancy. While Instagram doesn’t cater to advertisers and marketers like LinkedIn, Twitter and Facebook do, it can still be used as a lead generator. Instagram is about more than getting thousands of likes on photos; it’s about keeping up with the comments people are making. Instagram isn’t popular for in-depth conversation, but taking time to respond to those who like and comment on photos makes them more likely to make a purchase in the future. There are several apps available to make Instagram account management simpler.
Instagram also allows users to upload video clips. This feature can lead to some interesting marketing strategies. Some companies use Instagram videos as a main lead generation tool, and the tactic works for a variety of reasons.
- Videos are entertaining, compelling and creative
- They tell customers where to go and how to buy the advertised product
Although it’s not possible to put clickable links in video captions, that does not mean that the company may not include their URL. To make it stand out even more, use a trackable URL so ROI can be monitored.
It happens frequently; people browse sites and notice that certain hashtags are prevalent. Viewers may not know what the hashtags are about, but many people are using them. Some hashtags have to do with brands, and the process is how new companies build buzz. People find out about new products online; it’s like the next generation of word-of-mouth advertising. Those who know start using the company’s hashtag, and it spreads. A savvy marketer will create a hashtag that’s not just about the company, but traceable back to themselves.
Social Media is About More than Branding
There are many ways to build a brand and spread the word about a new company, product or service, and the internet has made it easier for marketers to connect and continue engaging with customers. Sites like LinkedIn, Facebook, Twitter and Instagram are more than just places to have fun; they’re a great way for marketers and company owners to spread the word about their latest offerings.
By creating hashtags, learning how to build leads on Instagram, and using Facebook and Twitter to get people into a sales funnel, marketers can leverage the power of social media to build more than just a brand. The internet is changing, and social media is changing along with it. Business owners and marketers should start thinking about the ways they use social media, and they are best served by no longer thinking of LinkedIn, Twitter, Facebook and Instagram as branding tools. By thinking of social media sites as lead generation tools, marketers can use them to their fullest potential.