How effective is your social media leads targeting? Nowadays, buyers are sharing more openly their interest and activities on social media. Thus, it’s vital to take advantage of this medium to capture and refine available information to target the right buyer persona based on their social media activities.
Social media isn’t just about branding anymore in fact; you can get social leads from your social media accounts. You might ask, how can I turn my social media campaigns into a lead generating machine? Easy breezy my friend, let’s start with the basics. Lead generation is not about selling; it’s about bringing people into your sales pipeline, a process of stimulating and capturing interest in a product or service for the purpose of developing a sales funnel. Now, think of lead generation as intelligence that gathers your customers:
- Potential products to sell
- Insights on how to make them into paying customers
Americans astonishingly open their social media account 17 times a day, meaning at least once every waking hour, if not more. Thus social media is the perfect spot to fish your target audience and turn them into a sales lead.
Right Social Media Platform = Right Social Leads
In looking for leads, choosing the right social media platform is important. It’s not safe to assume that Facebook is always the best social media to opt for. B2B marketers have generated 44% of leads on Linkedin, 39% on Facebook and 30% on Twitter. The techniques you use to generate social leads depends on the social media you’re using on. Here are some ideas to kick start.
Step 1: Identify your audience
The first step is to identify who your audience is. You want to be as specific as possible since it will make your decision easier. Write down the answers to the following questions:
- Who is your typical customer?
- How old are they?
- Are they male or female?
- What is their income and education level?
- What are they interested in outside of your product and service?
Use the answers to these questions (and any other pertinent questions that may relate to the business or industry you’re in) in order to help build out a profile of your audience.
Step 2: Define your goals
Once you know your audience, you need to define goals for that audience. As a business owner, your primary goal will likely be to drive sales by attracting customers-yet, there are other creative goals for social media. While some brands use social media to drive brand recognition and to develop friendly relationships with potential buyers, others use social media for customer support.
For example, on-demand media company Netflix uses the Twitter handle @Netflixhelps to address customer service issues. Not only does it free up their phone lines, but it gives satisfied customers an opportunity to promote their brand.
When it comes to creating your social media goals, brainstorm a list of both typical and unusual ways social media could work for your brand.
Step 3: Find your audience
Now that you have your audience profiled and your goals defined, it’s time to find your audience. To do this, you’re going to determine which platform your audience uses by looking at the demographics of the users on each platform. You’ll also want to consider how active your audience is on that platform. For example, while young Facebook users may have profiles, they’re more active on Instagram.
Besides demographics and engagement, you’ll also want to look at how individuals use the platform.
Below is a guide to some of the major social media platforms to help you find your audience.
Generating Leads on Facebook
Facebook has 1.13 billion active users, a great place to reach new audiences. You can generate leads here for free, or you can have Facebook advertising to run. However, for free leads, you can turn your fans into leads through:
- Create contact form on a custom tab
- Posting your landing pages or blogs on your wall
- Add call-to-action on your facebook page
Generating Leads on Twitter
On 2013, Twitter released its Lead Generation Twitter Card that will help advertisers find and connect with Twitter users. Twitter Card let people securely share their email address to your business without the need of leaving the Twitter website or having to fill out some forms.
Generating Leads on Linkedin
Linkedin is the top social site to cultivate B2B leads and here are some ways to generate Linkedin leads:
- Optimize your profile for connecting
- Search users who match your buyer’s profile, create a list and make initial contact with them.
- Join groups
Generating Leads on Instagram
This photo-sharing social network not only gives us practical ways to share photos but to do so in chic. So here are some of the techniques to use Instagram as a lead generation tool.
- Personalize your #hashtags
- Don’t ignore comments
- Use video
In summary, your best prospects are sharing details about themselves, their comforts and problems on social media every day. So start changing the way your business uses social media today, contact us for a quote today.