Social media platforms have come a long way in terms of how people use them. Not only for personal and social connections but top social media sites can provide us with visibility and the best positioning for B2B lead generation.
Good news for marketers and sellers!
So you may ask, "Okay, so which top social media sites should I use for lead generation for my company?
The standard customers expect in the B2B world is an always-on approach to social media. However, this does not mean that you must have a presence and sell on all platforms! Eeny, meeny, miny, moe?
When building your marketing strategy, an essential component is what B2B social media platform to prioritize. But let us not jump the gun. Let us discuss some important aspects first.
What are the Best Sources of Lead Generation?
We are in a technologically advanced era, and there are many ways to optimize your lead capturing hub. Among the best sources for lead generation are: referrals, former clients, competitors, business and sales intelligence tools, Google resources, relationship marketing, your very own website, and, of course, social media.
How can Social Media help in Lead Generation?
1. Social media has a global reach of over 2 billion people: If your target group is similar to the others, you can expect to find them there.
2. Excellent opportunity for gathering valuable information: Social media provides numerous opportunities to interact with your target audience and learn more about their wants and needs. You can use this knowledge to generate leads while also generating Qualified Leads.
3. Qualified Targeting: Using Social Media to avoid scattering loss and target potential clients with tailored content purposefully is much easier than using other channels.
4. Personal and authentic interaction: Using social media wisely, you can foster trust and personal relationships between your brand and others. This is all the more true.
How do you Generate Leads on Social Media?
Many small companies are active on social media to promote visibility for their business. They believe that increased visibility results in the best-fit lead visiting their website and giving their company a call. However, with effective social media lead generation, you cannot leave things to chance.
Success is built on consistently growing the prospect audience your company reaches and consistently attempting to convert that audience into people who have scheduled a call, requested a demo, or registered for your next sales event.
You must adapt to the ever-changing nature of social media and keep abreast of evolving digital trends to generate more leads.
7 Ways to Generate Leads with Social Media
Here's how to get more social media leads and see results.
1. Optimize your online profile.
Before you launch your next social media lead generation campaign, make sure you have everything in place to collect leads organically.
Customers should be able to contact you, sign up for your newsletter, shop, and do other things through your online profile.
- Give your contact information. On your profile, your contact information should be prominent and easily accessible.
- Make a call-to-action button. Depending on your objectives, different platforms provide distinct profile features. Add a Sign-Up button to your Facebook Page, for example, if you want more newsletter subscribers.
- Include a link in your bio. When more specialized tools aren't available, include a link in your bio. This space is frequently used on Instagram, but it can also be used on Twitter, LinkedIn, and Pinterest. Include a call-to-action to tell people why they should click and what they expect to find.
2. Create clickable content.
You won't be able to collect leads unless you have compelling content. It's as simple as that. Remember that everyone on social media is vying for your attention. And almost everyone’s attention span is shorter than it has ever been. Images must be sharp, and the copy must be even more brilliant. If you want to generate leads, make sure your creative supports that goal.
When it comes to click-worthy content, you'll want to make sure there's a place for people to click. Make every effort to include a clear link and an enticing call-to-action in each post.
3. Design user-friendly landing pages.
Once you have persuaded a lead to clink on your link, you mustn't let them down with a poorly conceived landing page. Relevance is key on the landing page. Someone clicking on your link expects to find a specific product or information, so you better have it.
If there is no corresponding content, it is easier for visitors to close a window. An excellent landing page is visually appealing and easy to scan. It should offer users a clear path and make every effort to be as personalized as possible.
4. Utilize social lead ads.
When organic lead collection methods have been exhausted, or if you want to supplement those efforts, social lead ads are an option.
- Lead ads on Facebook - For marketers, Facebook has a specific lead ad format. Facebook lead ads are essentially promoted forms. Leads generated by these ads can be synced directly to your customer management system or downloaded for follow-up by your sales team as needed.
- Lead ads on Instagram - Instagram, like Facebook, provides lead ads to assist marketers in gathering information. Instagram, like Facebook, allows you to partially pre-fill forms. You can pre-fill the email address, full name, phone number, and gender sections in these ads.
- LinkedIn Lead Gen Forms - Lead Gen Forms is LinkedIn's particular ad format for lead generation. These ads are now available on the platform as Message Ads and Sponsored InMail. LinkedIn, like Facebook and Instagram, uses profile information to pre-fill sections.
- Action Ads on YouTube TrueView - This YouTube format assists advertisers in driving a specific action, such as lead generation. These ads feature prominent call-to-action buttons that can take you to a website of your choosing. Select "Leads" as your goal when creating these ads. Pinterest and Twitter, on the other hand, do not have specific formats for generating leads. However, both platforms provide options to help with social media lead generation.
5. Offer the right incentive.
Make it worthwhile for people to share information with you. You can offer various incentives to sweeten the deal depending on the type of lead you're looking to collect. For example, you may give:
- Contests or sweepstakes
- Discount code
- Gated content
A recent study asked US marketers to rate the lead nurturing tactics that produce the best results.
Contests, discount codes, and exclusive content are excellent incentives. But keep in mind that you should have a good reason for collecting customer information. Tell customers what's in it for them, whether to deliver a quality newsletter, cultivate loyalty or offer future rewards.
6. Personalize your offer
In the social media lead generation space, a little personalization can go a long way. According to a report by Heinz Marketing, personalizing content aids in lead generation more than any other marketing goal.
Another study discovered that most marketers prioritize personalization to improve lead quality. But that doesn't make it any easier: 44 percent of respondents say personalization is difficult.
Starting with targeting is an excellent place to start. To reach the right audience, use the targeting tools available on Facebook, LinkedIn, and other platforms.
Run separate campaigns for different audiences to tailor your message accordingly. You could, for example, divide campaigns based on demographics like gender, occupation, or age level. Retargeting is effective here as well. And so is my inbox.
7. Analytical measurement and refinement
If you're gathering social media leads, you should also be gathering analytics insights. Create goals in Google Analytics to track leads generated by your website. This will guide you to determine which social media platform is the most beneficial to your company.
For example, if LinkedIn outperforms Facebook, it may be worthwhile to redouble your efforts on that platform.
Top Social Media Sites for B2B Lead Generation
Twitter is an excellent platform for starting conversations and generating interest in your brand. The number of comments, likes, and shares generated by your posts is one of the most important social media engagement indicators.
While having a large following is important, it is also critical to actively interact with you regularly. Maintaining an active presence on Twitter allows you to assess and analyze the success of your business using a variety of metrics available on the platform.
You can not only assess but also influence the levels of engagement you are attracting by using shares, comments, likes, follower growth, mentions, tags, click-throughs, and hashtags.
Participating in trending hashtags and viral trends can help you boost your lead generation efforts even further. The advantage of Twitter is its relatively simple format, which provides your company with a wealth of data about the impact of your current marketing tactics and how you can manage and improve them.
Instagram is a visual medium, which means you have many options for creating content. One of the primary benefits of Instagram is the flexibility it provides – you don't want to be passively presenting your brand with product photos and spec sheets for captions. Instead, you want to engage your followers in lively and interactive conversations through videos, compilations, walkthroughs, narratives, lives, hashtags, and collaborations.
You may want to build a varied and distinctive portfolio of content that can reach as wide an audience and market as possible on multiple levels by creating videos with styling tips and competitions where your followers can participate.
Being around for a long while, Facebook has made significant investments in its marketing and advertising features to help businesses. Facebook Ads is one such feature used widely by companies to generate tailored, bespoke, and relevant leads. Facebook Ads helps in determining a lead generation strategy by extrapolating user profiles such as age, gender, location, profession, interests, and hobbies.
Keeping followers is just as important as attracting them, and one effective way to do so is to post consistently and regularly, especially on Facebook. If you look at the posting patterns of some well-known and successful brands, you'll notice that a lot of these companies post many times a day.
People scroll through their social media platforms every few hours or so, and by scheduling two or three posts at strategic times throughout the day, your brand will be a constant presence on your followers' social media feeds.
By increasing exposure, audiences will gradually become familiar with your brand and the products/services you provide, which will result in engagement, interest, and purchases.
Which Social Media Platform is Best for Lead Generation?
According to LinkedIn's Sophisticated Marketer's Guide, 82 percent of B2B marketers use the platform for content marketing. This is since top-level influencers, decision-makers, and industry thought leaders frequently use LinkedIn.
Known as the professional social network, it has 722 million users. LinkedIn's professional focus makes it the best platform for reaching decision-makers for networking and sharing content. Industry news, thought leadership blogs, polls, and career advice are some of the most popular posts on the platform.
LinkedIn is used effectively as a platform for employees to build and establish personal brands and share business insights. Getting involved with LinkedIn groups in your industry or fields with expertise is another effective way to generate leads.
LinkedIn is the most engaging environment to reach out to people in a work mindset. One of the platform's benefits is targeting employee-level posts, from a CEO to an entry-level job title, skills, fields, and industry. So, if you operate within various areas or verticals, it is easy to target posts to the correct audience instead of all your following seeing irrelevant content.
There is no doubt LinkedIn is a great lead generation platform, and one of the compelling reasons is because it contains valuable information on your prospects. So how is it specifically priceless as a lead generation platform?
The value you can build and attract on LinkedIn is your network. Indeed, the power of online-based professional networking is immeasurable.
LinkedIn provides excellent targeting options. It can target by job title, employer, role, skills, and interests. The website's advertising platform is very similar to Facebook's but is more successful at targeting businesses.
LinkedIn is amazing for Business to Business (B2B) because most business owners are the most active on this social media site. LinkedIn is an exceptionally effective tool for generating business leads, nurturing referrals.
RELATED READ - The Best B2B Social Media Marketing Strategies for 2022
The Final Note
Remember that lead generation and management are more than just counting leads up and adding them to a mailing list. Our goal is to actually encourage sales calls, event participation, demo sign-up, and so on with social media. Think of the top social media sites as your bridge between marketing and sales.
It makes sense, then, to work with AI-Bees. Across multiple industries, we're getting these results. This strategy increases your chances of producing new business leads - and reduces the time it takes to get results.
We will welcome a mutually beneficial collaboration with you. Please give us a call, and our team of experts will gladly address your concerns.