Social media is one of the most powerful lead generation mediums because it puts you in direct contact with your audience and enables you to build a rapport with them. Over time, you can cultivate strong relationships that can lead to repeat business, greater brand awareness and more sales.
To make the most of social media lead generation, you need to have a sound strategy in place and in this article, we’ll take you through a few techniques for creating that strategy.
Create personalised ads across different social media platforms
Personalisation is a key part of connecting with people on social media and you can distil that approach into the ads you create across your social media channels. For example, Facebook ads have audience customisation tools that allow you to target consumers in different age groups, those who have specific interests etc.
These kinds of features will help you develop hyper-personalised ads for different groups of people and the campaigns may differ across platforms.
On Facebook, you may create ads that offer discounts on a certain product range, whereas on Instagram you could focus on developing ads that are highly visual.
Utilise lead generation ads
Another form of social media advertising you can use are lead generation ads, which help you find people who’re interested in your products and collect information on them. They are ads that look like forms and people can quickly fill out details and sign up to relevant offers and services.
There are several benefits to lead generation ads, which include understanding customer behaviour, driving more conversions and saving time via automated forms.
Regardless of the platform you’re using to create lead generation ads, some best practices include:
- Providing as much context in the form as possible.
- Incentivising people to sign up with exclusive offers.
- Make it clear what consumers are signing up for relevant calls-to-action (CTAs).
- A/B test all ads to see how you can improve overall performance.
Experiment with retargeting ads
To go a step further with your social media lead generation strategy, it’s worth setting up retargeting ads. These types of ads can help you reengage with consumers who may have clicked through to your website but didn’t make a purchase.
To be effective with retargeting ads, consider setting them up in a sequence. For example, start with an awareness stage ad that addresses pain points and then follow up with a consideration stage ad with a blog post that provides further information.
Offer exciting lead magnets
Lead magnets are useful for incentivising consumers to carry through on a certain action and may be content that ranges from a downloadable industry report to a free tool. Lead magnets work well when paired with lead generation ads, as people can fill out information in exchange for valuable content.
Here are some lead magnet best practices:
- Provide your audience with a quick win and appeal to the psychology of instant gratification.
- Make the lead magnet as specific as possible and tailor it to the pain points and habits of the audience.
- Ensure the content is easy to consume and that people don’t have to spend a long time reading. Checklists and worksheets are strong examples of easy-to-consume text lead magnets.
Take your lead generation strategy to the next level with eSales
We hope you’ve found these social media lead generation techniques useful and encourage you to focus on exploring as many different types of lead generation strategies as possible.
At eSales, we provide extensive risk-free lead generation services, and our software can help to supercharge your business growth.
To find out more, contact us on 01302 639 561.