Social media is one of the most powerful marketing tools.
With more than 4.5 billion people using some kind of social media, it gives you a massive pool of potential leads you can tap into if you play your cards right.
In fact, you’d be crazy not to employ social media as a marketing tool in today’s market.
Almost 43% of people use social media as an information source on what to buy and where.
On top of that, companies in the US are spending around $63 billion to further their social media lead generation strategies to stay ahead of competitors.
That said, however, spending money blindly is a one-way ticket to the red zone. If you start spending money on social media advertising without knowing where to spend it, you’ll end up exhausting your budget quickly.
Which is why we’ve compiled this guide. In it, you’ll find 10 of the most commonly used tips and tricks for B2B lead generation using social media, so before you open your wallet, inform yourself and take a look at these tips and tricks instead.
1. Start with Social Listening
Before you form your social media lead generation strategy, the first step is to research the market you’ll be trying to influence.
With social media, we call this research “social listening.” Essentially, what you’ll be doing is tuning into as many social media platforms as possible and finding out where your target audience hangs out the most, as well as their likes and dislikes and many other peculiarities about them.
The best way to practice social listening is, of course, to actually interact with your customers. This way, you will find out what you need about them and start forming personal connections and garnering a following, which will be useful once you start your marketing campaign later.
Naturally, to be able to perform such in-depth research, you’ll need proper tools for the job – the kind all of the best lead generation services use for their needs.
These are some of the best social media management tools available, and they’re all equipped to do extremely in-depth social listening, providing you with the data you need to form your social media lead generation strategy. Additionally, to fully harness the power of direct customer interaction, managing your WhatsApp Business for multiple users becomes essential.
2. Optimize Your Business Profile Page
As you probably know already, first impressions are everything when it comes to business. This is where your profiles come in.
The first step toward social media lead generation is optimizing your business profile pages so that they reflect the quality of your brand and draw people in to interact with you further.
One of the best ways to optimize your profile is by getting a custom, unique URL. Facebook offers this feature to any entrepreneur that manages to get at least 25 likes on their business profile page. And with nearly 3 billion active users, getting those 25 likes can be of crucial value for your social media lead generation strategy.
Twitter is also one of the most heavily used social media platforms and is heavily utilized by brands worldwide for social media lead generation.
If you intend to use Twitter to optimize your page, start with an engaging bio. This is the first thing people see when coming to your page, and it’s the first thing that will hook them in.
In addition to your bio, be sure to master the use of hashtags. Good use of hashtags can improve your engagement by almost 100%, making them invaluable for generating leads on social media.
Once you’re done with that, add a Twitter icon to your homepage with a direct link to your Twitter page.
3. Use Facebook and LinkedIn Lead Forms
Some platforms make it really easy for you to generate quality leads. Namely, LinkedIn and Facebook have created lead forms that make collecting information about users that much easier. There are a certain range of companies that use the sales navigator to optimize their LinkedIn database for prospecting. If you explore the LinkedIn premium pricing, you’ll see that for lead generation you’ll actually need the Sales Navigator.
These forms have always been a good way to generate more leads, as they allow you to gather more info about your prospects. You can use that info to run an email marketing campaign, where you can offer discounts or special deals, while the form itself serves as a preface to more gated content you have in store for them.
Facebook Lead Magnet
To create a lead form for Facebook, do the following:
- Find “get leads for your business” in the options.
- Segment your ad as relevant to your target audience.
- Launch the form. Don’t forget to highlight your offer.
- Send the completed form to your CRM.
The content of a lead form is an extended version of your banner, video, or gallery where you have the opportunity to expand your offer, add the missing information, and motivate the user to leave their contacts in any other way.
You can also customize the screen; for example, offer the customer to visit your website, call the specified phone number, or download the presentation of your product.
LinkedIn Lead Magnet
LinkedIn lead forms are templated forms that can be attached to LinkedIn ads to collect qualified leads from users, without sending them to a landing page hosted on another website, lead forms use a pop-up right on LinkedIn.
Creating a lead form on LinkedIn is somewhat different from Facebook. Here’s what that looks like:
- Upon clicking the signup button, the prospect gets an ad form they need to fill out.
- The form is pre-filled with relevant personal questions and information.
- From there, direct your prospect to your page and custom content.
- Send the compiled form to your CRM to start the drip procedure.
This LinkedIn lead form example, from Saleforce, encourages users to download their State of Marketing report, which they use as a lead source.
The form is mostly pre-filled and the information they’re asking for is valuable for building retargeting lists.
4. Retarget Non-Converting Leads
What do you do when you have leads that won’t convert? How do you get them back into the funnel and ensure they have a second chance to become your customers?
You do this by retargeting them. There are several ways to do this:
- Retarget users with a video on Facebook – Facebook has a special feature that lets you retarget your audience by showing them another video if they’ve already watched a duration of another video.
- Retarget users with offers – one of the most common strategies is tempting non-converting leads with extra offers and discounts.
- Retarget email subscribers with tripwire offers – bring your leads around by offering your leads tripwire offers.
- Retarget Non-Converting Leads – Another effective way to retarget your leads that won’t convert can be through social wall tools, in-store screens, and your brand’s website. This allows you to show the real side by genuine reviews and actual visuals of your existing customers.
When it comes to creating videos for your business, you have two main options: hiring a professional videographer or using stock videos. A professional videographer can create unique, custom videos that are tailored to your specific needs and brand.
This can help to ensure that your videos stand out and effectively communicate your message. However, hiring a videographer can be expensive and may not be feasible for all businesses.
Stock videos, on the other hand, are pre-recorded videos that can be licensed and used in your own content. While these videos may not be as unique as custom-made videos, they can be a more affordable option and are often available in a wide range of styles and formats, like looping stock videos.
Ultimately, the choice between hiring a videographer and using stock videos will depend on your budget and the specific needs of your business.
5. Run ABM Ads
Account-Based Marketing is one of the most popular emerging social media lead generation strategies. ABM ads are hyper-specialized and made to be as personal as possible to hit their target audience dead on.
These ads are quite popular on LinkedIn – they’re designed with specific questions in mind, as they’re meant to attract leads that have very specific problems that only your firm can solve.
6. Integrate a Chatbot to Your Website
Another relatively new social media lead generation strategy is running chatbot campaigns.
Chatbot campaigns first appeared on Facebook in 2017 but have already gained quite a following with brands for their usefulness and lead-generating ability.
Chatbots allow you to offer 24/7 customer service, answer customer queries and provide solutions quickly, improving the customer experience overall.
The campaign usually takes two forms: Messenger Ads and Messenger Bots. Brands can now run ads that, when clicked on, open the user’s messenger, and present them with a pre-planned lead form, just like the ones we discussed before.
Alternatively, the ad can start a conversation with a bot that performs the same task of getting the user’s personal info.
7. Drive Traffic to eBook and Whitepaper Offers
When you’re asking your prospects for their personal info, you must understand that you’re asking for something quite valuable. And, if you expect your prospect to hand it to you, you need to offer something in return.
That’s why many companies offer eBooks or whitepapers in exchange for their leads’ info. This way, you’re creating a quid pro quo situation, where you’re getting the info you need, and the prospect gets something of value that they can review and gain a better insight into what it is that you’re offering if they choose to become your customer.
8. Utilize Influencer Marketing
Influencer marketing is one of the most powerful marketing tools within the social media marketing sphere.
According to statistics, 49% of users depend on influencers’ recommendations to get an idea of what to buy, and, with a little bit of careful restructuring, you can make the same strategy work for B2B.
The main thing about B2B influencer marketing is that it’s not as focused on social media presence, as it is on the quality of the influencer themselves, i.e. their expertise in the field, and the trust they have with their audience.
This is because B2B marketing is all about building trust. B2B relationships are much firmer than B2C, and tend to be long-lasting. Therefore, your goal here is to create a firm relationship with your client through the influencer.
Essentially, B2B influencer marketing is all about getting the influencer to vouch for you. And, if the influencers themselves are trusted and respected, then you’ll have no problem generating leads off of them.
If you’re working with several influencers, you also need an influencer marketing tool to build strong relationships with your influencers. Additionally, such tools help you save plenty of time on influencer marketing.
9. Focus on Niche Influencers
The point here, of course, is finding the right influencer. This person should not only represent your products but also share your passion, your expertise, and ideally, the same drive.
When it comes to influencer marketing, the most important part is finding an influencer in the right niche.
One thing about influencers is that, while they garner a lot of followers, they also tend to belong to a specific niche, as they’ve, very likely, created a specific persona around that niche.
Thus, picking the right influencer becomes a game of finding the right audience first. By following the audience, you’ll reach the person leading the flock, and if you can get them to promote your product/business, you’ll have earned the eyes and ears of the entire flock.
One last thing, though – do not be afraid to pick an influencer with a smaller following. Smaller communities tend to be tighter and trust each other more, which often results in a more loyal following.
Whether there’s a large or small audience, reaching Influencers is a great way to bust your social media lead generation.
10. Sponsor Social Media Content
Finally, sponsoring social media content is a great way to generate leads. People generate thousands of hours of content every day, and, if you can sponsor at least a part of that content, you’re more than likely to find people who might be interested in what you have to offer.
Take Youtube, for example – a lot of content makers on Youtube have sponsors. In return for money to keep their channel running and for funds to make more content, those Youtubers promote products from their sponsor to thousands of loyal fans.
How to Measure Social Media Lead Generation
Measuring your social media lead generation is a vital part of your marketing campaign. These measurements will enable you to notice new emerging trends, and adjust your campaign strategy to reflect those trends.
When measuring your lead generation, here are the main KPIs you need to focus on:
Measuring engagement is the first and the most important lead generation KPI. This is because it measures how many people are engaging with your posts – i.e. commenting, liking, or reposting.
Naturally, if nobody engages with your content, then you can’t generate any leads. Knowing how many people engage with you can be vital in determining a crucial chokepoint, and creating a solid foundation for your marketing campaign.
Social Media Ads
Measuring the impact of your social media ads comes down to three things:
1. measuring the reach of your ads
2. the amount of impressions they gather
3. their clickthrough rate
These three measurements will tell you how far your ads are reaching, and how many people, how often they get viewed, and how many people actually click on them.
The last two KPIs can also be viewed as engagement, just for your ads specifically. The more your ads are being viewed, and, even better, the more they’re being clicked on indicates that they’re working really well, and that you should focus on them even more.
Social shopping is a phenomenon that describes people sharing their thoughts and impressions with other people.
Essentially, what you’re measuring here is the interaction of your leads, prospects and customers with other prospects, but connected to your product. It tells you how people feel about your product, and tells you if they’re excited to see more from you or not.
Essentially, link tracking comes down to a simple question of “how did you find us?”.
This is an important question to answer as it tells you a great bit about how people came into contact with you, and through which channels. Using this metric, you can then focus on channels and platforms that bring you the most prospects and increase your lead conversions.
As we said before, gated content is all about getting the prospects’ info while providing something valuable in return.
Tracking gated content and how many people actually sign up for it can tell you how many prospects are actually interested in your content, rather than skimming through it.
Key Takeaways for Social Media Lead Generation
In the end, social media lead generation is truly one of the most powerful strategies you can employ for your business.
It doesn’t matter if you’re a small business, a large company, or an international conglomerate, social media has become an integral part of every business’s marketing campaign due to its effectiveness, exceptional influence, and ease of reaching billions of prospects in a very short amount of time.
To bulk schudule social media posts and discover sharable content, we recommend using a social media scheduling app