A brief guide to Social Media Lead Generation
Most small businesses these days have multiple social media pages linked to their company website.
Chances are, they were set up years ago, and are sporadically updated using a generic message, repeated across all platforms.
The ‘one size fits all’ approach does not always work on social media since people use different sites for different reasons:
Facebook – friends and family time
Instagram – celebrities & trends
Twitter – current affairs / world news
Linkedin – business networking
You always need a plan of action, so firstly, you should consider the following:
• Who are your audience and what channels do they use?
• How do they use these channels?
• What channels will fit your products or service?
• Are you going to use organic reach or set up paid ads?
The top 4 social media platforms in 2019
- Facebook – Hugely popular networking site many people simply ‘hang out’ each day.
Here, small businesses can specifically target their audience and promote products and services via FB Ads.
- Instagram – Heavily visual site where using quality images and short video clips can be very effective.
- Twitter – The 280 character limit doesn’t promote reasoned debate however it can be a great tool for grabbing your audience’s attention and making worthwhile connections.
- Linkedin – A social networking site for professionals and a great lead generation platform for B2B.
Organic vs Paid
When you come to writing tweets and posts to drum up interest, there’s the option to let them go out organically, or to stick some money behind them.
Organic can work just fine on its own, although it definitely does better on Twitter and LinkedIn than Facebook. Facebook ads offer great targeting and can be good value too once you set your daily / campaign budgets.
Going organic does not cost you anything, but you will miss out on some benefits including:
• Audience targeting
• Increased reach
Facebook Lead Generation
Back in the day, facebook used to be a huge driver of referral traffic, however, since they updated their algorithm, brands now struggle with organic reach.
The platform is very much geared towards conversations and interactions. To get your page and content in front of people, you need to do the same.
Try starting discussions, asking for input and asking questions…… anything to get people talking in your comments. You also want to encourage people to share your posts in their own timelines, which will dramatically increase your reach.
Interesting content that tells a good story works best for this.
Facebook also wants more people to create groups these days, and group posts are more likely to show up in your feed compared to brand posts from pages.
If you already have a business page, it is really simple to create a group from it. Just click on the three dots next the ‘Share’ button at the top of your page and click ‘Create group’.
Instagram Lead Generation
Instagram has become a huge platform and the site currently sees 800m monthly active users. It can, however, be tough to generate leads on.
You can’t include links in posts, for example, meaning it’s that bit harder to use compared to other sites like Facebook and Twitter.
Firstly, you need to look at what you’re selling and how that can translate to Instagram posts.
For some businesses, it’s pretty straight forward. If you run a café or restaurant, post pictures of people having a good time and if you sell fashion items, model the new arrivals and away you go!
On the other hand, if you sell a business product or service, it’more difficult since users of the platform are not really on Instagram for this reason. If this is the case, you may simply want to use the platform for promoting your brand identity rather than for specific lead generation.
Twitter Lead Generation
Building up your followers can feel like a bit of a slog, but you need to get those numbers up for Twitter to work for you. You also want people you can actually sell to, following you, so take your time researching this aspect.
When you post, talk about what’s actually relevant to your target audience. Also, engage with other people in your industry to reach their networks.
In general, people are using Twitter to be entertained or informed. If you’re not achieving either, you will struggle. The platform is not right for everyone, but a slightly looser tone of voice can work well on Twitter.
A few emojis here, a meme or two there wouldn’t go amiss!
Linkedin Lead Generation
It is all about business on Linkedin. For B2B sales, it is a great platform for leads as people are already open to business talk and many use the platform to source new products and suppliers.
LinkedIn’s algorithm loves conversations and will share your post more widely when lots of people comment on your posts.
Encouraging this is as simple as asking a question.
LinkedIn users love offering up their opinions so ensure your posts are engaging and open to comments.
Hopefully, you have found this article helpful? If you or your staff would like any specific training in this area or you are looking to outsource your marketing activity, we can help.
KG Marketing works with small businesses from a variety of industry sectors and manages their content and general marketing, over a variety of platforms.
We offer flexible and tailored packages to suit all budgets.
To find out more, contact us at [email protected]
or phone 07753 425412 for more information.