Learn how to generate leads on the main social networks: Linkedin, Twiter, Facebook, Instagram. The complete leadgen social media guide:
Your social media platforms are real breeding grounds for lead generation. Whether it is on Twitter, Linkedin, Facebook or Instagram, if you put in place a relevant strategy, lead generation on these platforms will be effective. Here are a few tips to successfully implement this type of lead generation strategy on these different platforms.
The preparation phase
Before defining any action plan, you must first answer the following questions:
- Who are your target audiences and what are their communication channels?
- How do these audiences use these channels?
- Which communication channels are most relevant to your offer?
- Do you have a budget to allocate to this strategy?
Answering these different questions allows you to find a first point of development to build a plan.
Organic vs. Paid
When you post on Twitter, Facebook, Instagram, or even Linkedin, in order to develop a target’s interest in your company or product, you are faced with a choice. This choice consists either in privileging the organic reach of our publications (natural reach), or in investing a certain budget in the sponsorship of this publication in order to boost its audience.
As far as organic reach is concerned, it can be particularly effective on its own. It should be noted that it is certainly more developed on platforms such as LinkedIn or Twitter, compared to Facebook or Instagram, which have made the sponsorship of publications their business. Moreover, the fact that we stay on the organic side deprives us of certain tools and advantageous functionalities of these platforms, such as :
- Audience targeting
- A far-reaching and catalysed reach
- Additional CTA options on various platforms.
From a lead generation point of view, the various points mentioned above are particularly important. There’s no denying the fact that you will get bigger results on publications and various sponsored speeches with a minimum budget. For example, on LinkedIn, you are able to target individuals with specific professions.
While on Facebook, you are able to make your various messages appear in the place of your choice. And on Twitter, you can directly position yourself with people who have already tweeted on certain keywords or follow different social accounts related to them.
The big black point of publication sponsorship is the budget and especially the expenses. Such actions will inevitably require both financial and time expenditure (preparation and implementation, management of the operation, analysis of results, etc.). Therefore, think carefully about your decision.
1) Lead generation on Twitter
For its part, Twitter has 330 million users with no less than $70 million in annual advertising revenue.
Moreover, being a global social network, it brings together all possible targets for any brand. It is also noteworthy that with such a distribution potential, any relevant tweet is likely to develop considerable organic reach.
So, as a first step to generate leads on Twitter, you need to develop your own community and content:
If you have a small number of subscribers, it can make you feel like you’re expressing yourself in a vacuum. It is therefore important to develop your community in order to not only increase your audience, but also to increase the number of potential leads within that community of subscribers. One of the main issues is therefore to communicate sufficiently on your twitter account on your website as well as on all your communication supports.
Moreover, in terms of pure content, don’t fall into the “too much” protocol. Adopt a tone that suits you but without falling into monotony and uniformity. Above all, think about the attitude that is most relevant to your target audience. Note that you can also develop a certain network with other influential people in your market. By doing so, you will involve them in your content and this will allow you to get relevant contacts and subscribers, potentially in line with your lead target.
Last but not least, bring something new. Simply relaying information or sharing third party content will not be enough. Develop your own editorial axis to capture a community that will be truly committed to you. It is by building an audience that is as engaged as you are that you will be successful in gathering leads.
Second step, use relevant influencers
We mentioned earlier about hiring influential people in your market. To come back to this point, it is a particularly relevant method to develop the notoriety of your company. It is a first step.
Moreover, after having isolated the relevant influencers within your market, you can integrate them into your content creation strategy. For example, you can set up partnerships with them, conduct interviews with them and relay them on your account, etc. Remember, ego is a particularly effective bait. By setting up this kind of action, you will develop a certain audience, partly from the selected influencer’s community, which will increase your audience and subscriber rate.
Another relevant idea at the moment is to launch Twitter chats that correspond to real question-and-answer sessions between the influencer and the subscribers. In this way, use relatively influential people to answer the questions. In addition to actively participating in this operation, they will relay it to their own audience.
2) Lead generation on LinkedIn
We have all assimilated it well, LinkedIn is a professional network. It is an excellent platform for a lead generation strategy because the individuals on it are already open to professional discussions.
In fact, many people use it a lot to keep an eye on things, to discover new practices, tools, and strategies. Unlike Twitter, on LinkedIn you can afford to adopt a more direct tone.
Define the targeting of publications
One of the main advantages of LinkedIn in terms of lead generation is the fact that we are able to target each of our publications without having to dedicate a financial budget to it. Among the publication options, you can decide to distribute content based on location, job, market sector, and other criteria.
This means that you can strongly personalise your messages by setting aside individuals who do not correspond to your target audience.
To go into more detail, the LinkedIn algorithm is particularly fond of conversations and interactions that generate discussions.
As a result, it will spread your post more widely when many people have commented on it. So the answer is simple, don’t hesitate to engage the community with questions. Not to mention the fact that LinkedIn users love to give their opinion on any topic, so don’t be shy about it.
Questioning your community can be as simple as asking them for advice on a particular topic, and if it’s controversial, it’s worth double that. The more argument you have in your comments, the better.
As the scope of your publication increases, you will be in direct contact with new people who are potentially interested in your offer. You will have achieved your lead generation goal.
However, pay attention to the flow of the exchange and limit the spread and growth of a negative or overly controversial topic. This could be very detrimental to you.
On LinkedIn, users are particularly fond of tips and tricks. Most people are there to learn. So feel free to vary your content and push content that is useful and not just informative or entertaining.
Also, keep this in mind when posting content. For example, a guide or white paper that helps individuals optimise their business will have good feedback.
3) Lead generation on Facebook
Facebook is a source of considerable traffic but the organic reach of the publications has been particularly reduced for brands. In direct correlation, lead generation there is increasingly complicated, at least for companies with reduced budgets.
This is why many accounts are now focusing on paid advertising and various sponsored publications, although there are still ways to deliver messages for free.
Encouraging sharing and discussion within the publications
Since Facebook has significantly updated its algorithm, brands and companies have been struggling to exploit and expand their organic reach.
It is therefore important to remember that the social platform is now focused on conversations and interactions within publications. Therefore, in order to develop the notoriety of your page, of your community, and thus generate more leads, you need to do the same.
So don’t hesitate to launch discussions in your different contents, solicit comments by asking questions, etc. The goal is to do everything possible to get people to express themselves in your comments.
In addition, don’t hesitate to also solicit shares so that they can broadcast your different contents published in their own news feed, which will increase your reach.
Optimise your page
One of the advantages of Facebook is that the platform has many options to set up a page and encourage interaction with potential prospects. Above all, keep your contact information up to date, as well as your schedule, for example. It may seem trivial to you, but many companies forget this kind of detail, and it’s prohibitive.
Then, you can also include a Call-To-Action so that Internet users can contact you by phone or email. Any method or tool to facilitate the contact is relevant.
4) Lead generation on Instagram
Like its other competitors mentioned above, Instagram is a platform that has its share of opportunities. The social network currently has more than a billion active users per month, but even with such a community, it is particularly difficult to generate leads properly.
The main reason for this is that links cannot be included in the text of the publications. And this is just one example among many. It is therefore a platform that is more difficult to apprehend than its Facebook, Twitter or LinkedIn counterparts.
There are, however, several relevant lines of work.
First question to ask, what are you selling?
First, look at what you’re selling, and think about the different ways you can translate that into Instagram publications. For some companies this will be fairly straightforward.
For example, if you run a bar, all you have to do is publish pictures of people having fun and enjoying your place. Or if you are selling clothes, you just have to publish nice product photos.
On the other hand, if you are selling a service or something like that, it quickly becomes more complicated. Of course, this is always possible, but let’s just say that the expected result may not be as successful.
In this kind of situation, you should focus on the diffusion of your brand identity rather than your product offer.
Second question, what is the use of hashtags?
Including hashtags in your publications is a great way to increase their reach and let you know about the leads you are targeting.
Since Internet users actively search for hashtags on Instagram, you are likely to target profiles that are particularly receptive to your activity. Be careful, the goal is not to add 30 hashtags unnecessarily, but rather to remain focused and precise.
Moreover, do not hesitate to examine the flow of a hashtag beforehand for inspiration.
Directing visitors outside the application
As mentioned earlier, without links in publications, it is difficult to attract people to your website. So, how do you do it?
To start, make sure you have a website or contact buttons configured on your profile (you can do this in the application settings). This allows people to easily access your site with a single click.
Then there is the content. Start with the visual (reusing old content can be a good idea), then tease your audience. Give them a reason to look for more information. Also, make sure you always tell people that there is a link to your site on your profile page in the description.
Be applied in your approach and integrate the different components specific to each network. Don’t hesitate to test all the tools available in order to isolate those that seem the most relevant to you.
In addition, don’t hesitate to link this Social Media lead generation strategy to your general Inbound Marketing strategy. This can correspond to the distribution of white papers, or the launch of discussions about them, etc.
You can also couple this strategy with traditional actions by retrieving data from your community and qualifying the most relevant profiles.
In short, one mission, several solutions!