Many small businesses think social media lead generation is hard.
But content marketing actually exceeds social media in terms of difficulty.
Today, generating leads from social media is no longer impossible. The technology factor and how you track and measure social media posts has improved. Basically social media marketing has now got better tactics and tools.
With social media marketing, audience size is nice, but engagement is where the money is.
So what tactics can small businesses use in their social media marketing for lead generation?
Add lead generation call to actions
From a conversion perspective, it’s not enough that people see, like, and share your posts. You need some of those people to click through to your website.
One way to do this is to offer niche (specialized) content. Niche content may get lower engagement but people who do click through are better quality traffic (as in more likely to convert).
Use Instagram and Pinterest
With social media marketing success, you go where your audience is.
When what you offer is visual in nature (jewelry, food, furniture, etc), visual social media sites work well.
Business audiences are on LinkedIn, but Instagram and other social media networks have good engagements.
Having said that Instagram does not allow links back to your website, but through impressions can help people come to know your brand.
Never underestimate your forms
From the social media post you’ll take them to a landing page of some sort. That page in turn will have a CTA button that takes them to a form. Without that form you’ll never convert a visitor to a lead.
But…. bear in the mind “the rules of forms” which is that the more information you ask for the more people will decide not to fill it out.
If your business is now and you’re feeling starved for leads, ask for only two pieces of information: first name and email address. On the other hand if your business is drowning in leads and you need a way to filter the wheat from the chaff throw up a really long form. Anyone who takes the time to fill it out is a really warm lead.
Keep using social media marketing strategy in generating leads. When you’re persistent, it works.