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How To Generate Leads Through Social Media Marketing?

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social-media-lead-gen11Lead generation refers to the process of generating consumer’s interest in a brand’s products and/or services. Social media platforms, if leveraged well enough, can improve a brand’s value and image among the consumers. It is important to keep the following in mind for generating leads:

  • Identify the section of consumers to be targeted.
  • What could they potentially like or dislike about your product?
  • What will make them inquisitive about your product?
  • How can you convince them to choose your product over the others?

Here are some ways to generate leads through social media marketing.

Social Media Advertising

A growing tool for lead generation, social media advertising is valuable because of its advanced targeting opportunities. Social media posts are generally targeted to a limited extent based on geography or certain groups but social media advertisements can get far more granular in terms of audience base.

  • Twitter enables you to target people according to either their network or yours. For instance, if you have an event planning company in a city, Twitter ads will facilitate you to target audiences already following rival coffee shops in that city. You can also target people who are similar to your follower base, which is a great way to increase your target audience.
  • Facebook is far more helpful when it comes to targeting people by interest. It lets you choose from a remarkably large list of interests people may have. For example, you can easily identify people who love to travel by train or people who like 80’s hip-hop music. Additionally, Facebook allows you to target people based on behaviors including their purchasing behaviors and preferences.
  • LinkedIn is a suitable platform for targeting specific employees and companies. You can specify who you should see your ad based on the industry they work in, their position and seniority, where they work, who their employer is etc.

lead

Focus On Your Content

Maintaining consistent and high quality content for multiple social media platforms, as well as a blog is not child’s play. Create all your content on a single topic at a time. These topics can include product information, product’s USP, customer FAQs, how-to / tutorials, ratings and reviews. Develop a series of pieces of content to maximize leads. Ensure that your content is contextually relevant to each social media platform and is easy to read and comprehend. Skip the sales pitch and promotion initially or the audience will skip your content.

Establish Your Expertise

One way to stand out from the competition is to show yourself as an expert of your field or industry. Social media and blogs are a great way to demonstrate your expertise. Furthermore, if you can solve a common problem faced by customers, it would be a cherry on the cake. For example, a person wanted to work with companies that were looking to build ambassador programs. So he wrote a blog on: ‘10 Things to Remember When Creating a Brand Ambassador Program’ to help companies get started with the process. After he shared that post, a company approached him and asked for his help to build a brand ambassador program. So, by creating content that could solve a company’s problem, that person also demonstrated his expertise and eventually got an offer.

Targeted Social Media Listening

Social media listening can include everything from creating Twitter search streams and lists to participating actively in Facebook and LinkedIn groups. It can put you into direct contact with the people who will be buying and using your products and/or services. It will also give you insight into what they think about the industry, your business and your competitors.

Create search streams for any and every social media message that mentions your brand or product. If a person inquires about your product, you should respond in a timely manner. As the interaction grows, you may pass his contact to the salesperson. While search streams are a passive approach, Twitter chats are a more active way to find prospects. Find chats that are pertinent to your business and follow people who participate in them. Engage them within the context of your chat. People might not want to be pitched out of the blue. Engaging them in this forum first is a great way to break the ice and make people more receptive to your business. You can also host your own Twitter chat and attract prospects to the conversation. Like Twitter chats, Facebook and LinkedIn groups are also places to identify and engage leads. On the primary level, you can simply track who is engaging with the content you post on these social networks and treat these individuals as prospects. Listen, engage and follow-up to leverage leads. These simple steps can definitely make a big impact.

Whip Up Conversations

When you brainstorm topics, don’t be hesitant to consult with your customers. Consumers use social media to connect with a brand on a personal level. They appreciate the brand that reaches out to them and hence, are happy to share their perspectives. Begin the relationship by asking ‘How can I help you?’ instead of ‘What can I sell?’ We are so inundated with pitches from people and businesses that we’ve never even heard of that we screen most of them out as background noise. People want to do business with companies that they know and trust. Therefore, you need to gain their trust before making the pitch. Answering questions in online forums can be a good approach. Be honest about your shortcomings and the strength of your competitors’ products. It will enhance your credibility enormously. Once you’ve received positive feedback for your help, the person will return the favor. At that point, he or she becomes a lead. Develop the conversation to your advantage and capitalize wisely thereafter.

Social Media Monitoring

Listening at the right time can help you discover opportunities. This results in lead generation. Monitor the following for lead opportunities:

  • Recommendation requests within your product category.
  • Discussions related to your product category.
  • Questions and conversations about your product category.
  • Topics for remarkable content.
  • Competitive insights.
  • Key phrases customers use when seeking help.
  • Direct questions from prospects.
  • Industry trends.

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Conclusion

A lot of businesses generate leads on social media. If you productively use social media, your business will see an increase in brand awareness, website traffic and conversations. Follow the above steps and grow your business by attracting potential customers and strengthening existing business relationships. When looking at your social media lead-generation strategy, you need to analyze each social media platform and make sure to use the appropriate one for your audience. Then employ the tactics required to make the most of it. Studies have shown that revenue of businesses increased by 24 per cent when they utilized social media to generate leads. Evidently, social media is ‘leading’ the way.

Image credits: Google Images

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