Over 3.6 billion people use social media worldwide, making it the best channel for businesses to attract quality leads. Social media marketing is unavoidable for any business in today's world. There are so many benefits of using social media.
With that said, companies face significant competition online that can make traditional tactics difficult to pull off. That’s why you need to take a different approach.
Best tactics for generating leads on social media
Social media campaigns have always remained an essential part of digital marketing, but the tactics marketers had to use changed with each platform update. Here’s what works right now.
Use the Maturity Model Framework
A maturity model is a marketing framework that indicates how well a business is going over a set period. If your digital marketing maturity is in its initial stages, you won’t be able to generate growth. Your company should work towards stage 4 or 5: a managed or optimized social media strategy.
As you go farther up your maturity scale, your decisions around content become more intentional and customer-focused. Investment in content is consistent, and the use of metrics to make decisions come naturally. At stage 5, you’re a multi-channel, organized content creator.
Remember that resource deficient teams can be at stage 5, while enterprises could be stuck at stage 1. Knowing where you are in the maturity model can help you make improvements.
Explore LinkedIn More Thoroughly
Unless you’re a B2B SaaS company, LinkedIn is often overlooked by marketers. However, LinkedIn is considered the most trusted and credible platform on the web. That kind of social proof doesn’t come easy, but LinkedIn sets you up as a professional from the word “go.”
Whether you’re a social media influencer or a retail store, a company page can make prospects 50% more likely to buy from you. Promoting your page on other sites should be a priority.
There’s more than one way to promote yourself on LinkedIn, for example:
- LinkedIn Groups can connect you with like-minded business professionals in your niche or other company owners who may be interested in your products or services.
- Sharing content can establish yourself as a thought leader. Adding links, images, and “best-of” lists to your LinkedIn content strategy can help boost engagement.
- Automation software can allow you to expand your network without spending time on the site. It can also be used to like, share content, and message prospects directly.
- LinkedIn InMail is one of the best lead generation strategies. In fact, LinkedIn is 277% more effective at lead generation than Facebook (0.77%) and Twitter (0.69%).
- Businesses on LinkedIn are seen as more professional, higher quality, more intelligent, and more respectable. Running ads on LinkedIn can offer more long-term leads.
While lead generation on LinkedIn can seem intimidating to new adopters, it’s still one of the best social media sites for any business type. It’s highly effective at nurturing leads.
Share Testimonials and Reviews
According to Trustpilot, 89% of consumers will read reviews before purchasing a product. If you don’t have any reviews, or you’re not showcasing them on your social media pages, you’re missing out on valuable leads. You can encourage your customers to leave reviews by:
- Sending an order or delivery confirmation with a “tell us how we did” section.
- Ask different questions based on the product (i.e., “did the shoes fit as described?”).
- Gather reviews from your comments or shares or post-user-generated content.
- Post content that asks for reviews (i.e., “what candle scent do you like the most?”)
- Engage with reviews, even if they’re negative. It shows you pay attention.
- Offer incentives, like a discount or a coupon after they leave any type of review.
- Accept multiple review formats, whether it’s text, video, or a sound clip.
Text and star-rated reviews are great, but they don’t generate as many leads as video testimonials. Since video reviews are harder to fake, your customers will take them seriously.
Not only that, but visual and moving content grabs the attention because it breaks up the monotony of text. It also communicates information more effectively and stays in our heads long. 95% of the information we watch in a video is retained vs. 10% when reading text.
Create Targeted Ads with Offers
Paid ads are highly effective at generating leads, especially on social media, where you can set up specific targets. It’s essential to create a balance between too targeted and too general because you won’t get the results you want. Experiment with A/B testing before going live.
To incentivize ad clicks, include a special offer or discount with your ad. For example, you could give away a free product, a free trial, or a coupon—whatever makes sense for your business.
But don’t stop there. Turning your regular ads into sequential retargeting ads can further amplify your strategy. Due to ad blindness, some people may not actually see your ad the first time it’s on their page. By setting up retargeting ads, your targets get another chance to click.
Plus, retargeted ads have a ten times better click-through rate than regular display ads.
When your customers click the ad, make sure it redirects to a pre-populated form. This makes it easier for them to sign up, which saves time and speeds up the lead generation process.
Invest in Local Marketing
Local marketing is super effective and doesn’t have to cost you a dime. By setting up a Google Business page, your prospects will be able to see your business if they type in “(business type) in (location).” If you pop up on Google, you can direct prospects to your social media pages.
Almost 90% of customers who make local searches from a mobile device take action on the same day. That’s because your prospects need the product so badly that they can’t wait a day or two for shipping. Of course, you will need a brick-and-mortar store for this tactic to work.
Still, if you do have a physical store, local advertising guarantees that a lot of people will see your business every day. Plus, people love to support local brands and their communities.
Monitor Your Platforms With Social Listening
Social listening is the process of identifying what others are saying about your business. Unfortunately, the internet produces a whole host of unstructured data, making it difficult to monitor social listening manually. That’s why people turn to tools like Lately to do it for them.
Although social listening tools can help you understand who’s saying what about your brand, they’re able to target misspellings and non-tagged posts. These tools can help you gather:
- Campaign analysis that provides feedback on whether it was successful.
- Competitive analysis, as many of your customers, will compare you to other brands.
- Industry trends if the company watches for popular hashtags and mentions.
- Real-time event information for virtual conferences or live streams.
The goal of social media listening is to monitor relevant conversations on social media, but that information won’t help you unless you apply it. Whether you choose to manually or automatically look at your brand mentions, that data can be used and analyzed to identify customer trends.
With this data, you can change your products or services to fit your niche’s needs, or you can try to troubleshoot customer complaints. Not all of these comments will be positive, but you can still gain loyal, happy customers if you respond appropriately. Most customers will hear you out.
If you are having trouble with your marketing strategies, let us help you! Contact us to know more.