A decade ago, the primary function of social media for businesses was community building. Today, the role of a company’s presence on popular social networks has evolved to include customer service, building brand awareness, and perhaps most importantly, lead generation.
First, let’s define exactly what we mean when we talk about leads. Leads are the potential customers who have expressed some interest in your product or company and have provided contact information you can use to follow up with more information. You can then pass these leads directly to your sales department or engage with them using a tailored content marketing program.
If you’re not providing your sales team with a steady stream of potential new customers, you’re doing your business some serious damage. And you’re doing yourself damage, too, because lead generation metrics are a key way to prove the value of your social marketing efforts to your CEO.
Everyone loves free stuff, so consider hosting a lucky draw or offer giveaways on social media. These types of campaigns are something people enjoy sharing on their social channels, and by including an entry form, you’ll have the opportunity to capture important lead data. At the end of the form, be sure to incorporate a way for entrants to share the offer via their social channels. This way, participants can spread the word with their community and with every mention, you’re able to continue building the relationship by engaging and acknowledging their posts.
Polls and Surveys
Rather than assuming what your audience cares about, just ask them. Your followers can provide you with a bucket full of knowledge, and polls offer a unique way for people to express their opinions. This is an incredible way to get feedback on how people are using your product, what their pain points are, and what they’d like to see on your roadmap. You can even offer incentives to increase the response rate.
Flash deals and discount codes are a great way to increase brand awareness and generate demand. By including a strong call-to-action and time constraint, you can create a sense of urgency for people to respond to your campaigns. Many consumer companies are adopting this as a way to combat skyrocketing cart abandonment rates, but it is also highly relevant in the B2B space as well.
Pick the right Social Media Channels
As you know, there are at least half a dozen different social media channels you can use for your company. But you can’t choose one based on popularity or its cool factor. What you need is a relevant channel on which you can find, attract and engage your audience.
To pick the best social media channel for your efforts, ask yourself a few questions:
- Where does your ideal buyer hang out? If you don’t know, ask them.
- What kind of information are they looking for? Where can they find it?
- If you know the social media channels where they hang out, which one is the most active?
- How formal is your industry? If it’s very formal, then Facebook may not be your best bet, whereas LinkedIn might be. If it’s informal, then Twitter may be where you want to focus.
Engage with your Social Media Followers
For starters, create high-quality content relevant to your audience. This will help you get known and respected in your industry. If you are known for your expertise, every time you publish something people will listen to what you have to say. This will make it easy for you to engage and attract relevant traffic to your lead generation campaigns.
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