“Generate quality leads on social media.” It’s a concern for every digital marketer. A few years ago, we saw these channels as a way to generate conversation and interactions and measured metrics such as likes, but now we understand that they can contribute much more.
Forget quality leads on social networks; it is necessary to integrate them into our strategy and our KPIs. We must also take into account some basic principles and adapt tactics to the peculiarities of each network. Let’s see how step by step.
General recommendations to get quality leads
According to Google’s definition, lead generation is “the action or process of identifying and nurturing leads for a company’s products or services.” It’s not just about selling more, but also about gaining insights about users.
To properly plan your quality lead generation strategy on social networks, take note of these tips:
- Focus on the social networks that your consumers actually use. To generate quality leads, you have to hit the audience that really interests you. And the fact is that not all users are on the same networks. If your company is dedicated to B2B, LinkedIn may be your safest bet. Facebook is a large generalist network, as it attracts a very wide audience. Instagram also has a large user base and is ideal for brands with a “wow” effect: makeup, fashion, travel… Twitter has more weight for topical issues, and Snapchat can be a great platform if you’re looking to appeal to a young audience.
- Create quality content. Your social networks are only as good as the content you share on them, so the basis from which you should start is a good content strategy. You can choose from different formats: blog articles, on-demand or live videos, infographics, downloadables… or better yet, a combination of all of the above.
- Look beyond your belly button. To have an engaging social media presence, you should avoid constantly talking about your brand and products. Focus on offering useful and entertaining content to your followers, and don’t hesitate to share posts from other influencers in your industry.
- Don’t be afraid to post your landing pages on social media. You have to be careful not to be excessively promotional on the networks, but that does not mean that you should run away from all promotional content. If your landing pages are backed by quality content, posting them on social media can lead to instant conversions.
- Don’t forget about lead nurturing. Getting quality leads is only the first part of the process. In order for this contact to become a sale, you will have to integrate it into your lead nurturing campaigns and guide it little by little through the conversion funnel.
How to generate quality leads on different social networks
1) Facebook
With 2.2 billion active users, Facebook is here to stay. These tips will help you target your lead generation campaigns on this network:
- Customize your page. It seems unbelievable, but many companies do not even fill in all the information fields offered by Facebook pages. Don’t miss this opportunity to tell your brand’s story! Other things to consider include profile and cover images and custom tabs.
- Take advantage of giveaways and promotions to grow your database with users interested in your brand. Of course, keep in mind that according to the new GDPR, you must clearly communicate to users what their data will be used for.
- Use lead ads. Facebook Ads has an option specially designed to generate quality leads: lead ads. With this format, users can register directly through Facebook to learn more about your company, request quotes, newsletters, or product demos, book a trial, etc… In short, you will have converted them into leads with minimal effort on their part.
2) Instagram
Facebook’s more visual sister has been hitting hard for years and already has approximately 2 billion users a month. Follow these recommendations to generate more quality leads with it:
- Create a Business Profile. Sometimes, small companies operate on Instagram with a personal profile, but this is a mistake. Having a business profile allows you to place a contact button directly on your bio, get insights from your followers, link to your Facebook page, and much more, so the opportunities to generate leads multiply.
- Use the power of influencers. On Instagram, brand-sponsored posts are the norm, and users accept them much better than on other networks. Therefore, this network is ideal for carrying out campaigns with influencers.
- Take care of aesthetics. In addition to pampering each photo so that it stands out among the latest news, it is also important to take into account the overall image of your feed. Brands that succeed on Instagram often have a very defined corporate look, for example, using similar filters and color palettes in all photos.
- Use Stories. This format has been a hit with Spanish users, and one of the basic principles for generating quality leads on social networks is to be present on the channels that users use the most.
- Watch out for hashtags. These tags help organize all the content on Instagram, so having them can help users find you and convert them into leads. Think about how users might search for you, and make sure to add relevant hashtags to each image. You can also create specific hashtags for your brand’s campaigns.
3) Twitter
Although it no longer enjoys the popularity of a few years ago, Twitter is still a valuable tool to take into account for your campaigns to attract quality leads. Here are the keys to success on this network:
- Include images in your tweets. Tweets with images are more attractive to users, attract attention, and generate more reactions, so they have more points to attract leads.
- Actively respond to users. Social media comments can influence consumers’ brand perception, both negatively and positively. So, if you want to get more leads, keep an eye on mentions of your brand on Twitter and make sure to respond to them.
- Use ads. Although it no longer has a specific lead generation option, Twitter ads are a very attractive option to generate traffic to your landing pages and launch remarketing campaigns.
4) LinkedIn
The star professional network is ideal for B2B companies or companies interested in recruiting new talent. Here’s how you can take advantage of it in your quality lead generation campaigns:
- Use Pulse to publish quality content. This LinkedIn-integrated blogging platform is a fantastic way to connect with users through quality articles about your industry, so be sure to include it in your content marketing and lead generation plans.
- Sign up for the premium option. If LinkedIn has a significant presence in your social media strategy, it makes sense to invest in premium plans to expand your brand’s reach and increase opportunities to generate quality leads.