Think of social media like the Wild West: there’s opportunity everywhere, but it takes the right know-how to strike gold. Social prospecting is the art of seeking new leads through social media. It may sound simple enough, but there’s an integrated digital strategy behind every jackpot.
Customizing your lead generation goals for each platform is important – although brand consistency is vital, each lead behaves differently on each platform, and it’s important to account for this change in user behavior. That’s why we’ve broken down our social media lead generation strategies by channel.
Style your strategy for each of these top social platforms and you’ll soon be closer to striking gold (in the form of new business, that is).
Make Facebook Lead-Gen Friendly
- Instead of focusing solely on sales or exposure, make lead generation one of your main Facebook goals. Facebook’s Lead Ads forms can be customized for newsletter sign-ups or special offers, and auto-populate to make submission quick for users. There’s plenty of Facebook user info to be synced with your CRM, which can help determine the status of your lead and the path they should follow.
- Customize your brand Page to make it lead generation-friendly. This means placing calls-to-action in posts, offering up consistent and relevant content, including trackable links, and responding promptly to user queries.
- Be innovative with your content. Your leads are also likely being targeted by competitors, so it’s important to offer the more enticing message. Visual social content has been proven as more engaging, even on mediums like Facebook, so spinning short content or a call-to-action into a visual format can help you stand out. Facebook Lead Ads are also now available in video, providing users with a more interactive look at your product or values.
Play the Right Cards on Twitter
- Twitter’s Lead Generation Cards offer sleek, in-feed forms for your interested followers to input their contact information. These cards are especially effective when integrated with CRMs or email marketing campaigns – for example, MailChimp recently posted an in-depth how-to for growing your email list using Lead Generation Cards.
- Utilize Twitter’s advanced search options to pinpoint users who are posting content related to your brand. Narrow this search by geolocation, exclude irrelevant content, and track sentiment (the positive or negative associations with a specific term). This allows discovery of leads who are actively seeking more information.
- Start a Twitter live chat to directly connect with interested customers, and humanize the voice behind your business. Leading up to the event, you’ll need promotion, moderators, and one memorable hashtag. After, utilize Twitter chat analysis software or archival tools (like Martin Hawksey’s Twitter Archiving Google Spreadsheet) to track conversations with potential leads.
Distinguish Leads on LinkedIn
- Display ads are still performing strongly on LinkedIn, with the platform being one of the most successful means of B2B-based lead generation. This is an important targeting area: narrow your audience by company, title, location, and education level to pinpoint leads. You can boost your reach with LinkedIn’s Audience Expansion tool (ads show to audiences similar to your target), but micro-campaigns also work well when starting out and testing various messaging.
- Sponsored InMail is designed to reach LinkedIn members with more personal, in-platform messaging. It utilizes real-time delivery, so only active members receive your message, and is a good way to reach out to leads you’ve determined as qualified.
- Strike a balanced tone that’s industry-relevant without being too salesy. Offer educational content as a reward – try content marketing using branded whitepapers or guides. When it comes to getting the right pair of eyes onto your content, you can test and measure the effectiveness of your messaging within Sponsored Content.
Enrich your Multi-Platform Presence
- Of all platforms, Instagram has the highest user/brand interaction rate, and your brand becomes more visible through hashtags, ads, and geotagging. Even within advertising on the platform, your posts can encourage potential leads to follow links for further sign-up or contact, and can be measured with various analytics tools. Learn more about upcoming features on Instagram for Business.
- On Pinterest, drive users not only to purchase pages, but to lead generation-geared landing pages as well. Your Pins’ calls-to-action can be related to contests, a valuable piece of content, or promotions. Tracking the volume of users who click and follow the Pin’s description is another measurable indication of interest.
As in any lead generation campaign, determine your target audience from the get-go. It’s important to maintain your messaging across platforms, but customize your content approach for each platform’s user behavior. With a boost from lead-focused incentives and ads, social prospecting has never been more successful.