Right now, your next customer is scrolling Facebook, X formerly Twitter, or Instagram. And whether they know it yet or not, they’re looking for what you sell.
Social media lead generation is how you connect with these prospective customers in a way that lets you stay in touch. Then you have the opportunity to nurture the relationship and offer purchase incentives until they make a purchase and beyond.
Generating leads on social media is an important strategy for almost any business, so in this article, we’ll share some of the most effective ways to do it. Soon you’ll be turning more social media scrollers into lifelong customers.
What is social media lead generation?
Social media lead generation refers to the tactics you use to gather new leads through social media platforms like Facebook, X Twitter, and LinkedIn.
A lead is a prospective customer who’s given you contact details and permission to contact them in the future.
Lead contact information may include an email address, permission to send them a direct message on Facebook or LinkedIn, or their phone number for future SMS marketing texts or calls. Heck, you could even go old-school and get their mailing address to send birthday cards and sales offers through the post office.
The type of contact details you gather and methods you contact leads by can vary. The key point is that you’ve now created a relationship that gives you more chances to convert a sale.
Why social media is great for lead generation
You’re probably familiar with how effective social media is for growing a community and engaging an audience. But social networks also have some characteristics that make them the ideal channel for connecting with new customers.
It’s trackable
You can get your business in front of a lot of people on a billboard or TV ad. But there’s a limit to how much you can learn about those interactions. Did people like what they saw? What action did they take after seeing your ad?
On social media, however, you get tons of data about your performance.
With social media lead generation, you know exactly which strategies generate the most leads so you can improve the poor performers and double down on the best ones.
People look for brands and products on social media
Social media scrollers aren’t just there to share cute pet pics. They’re there to find their next fitness instructor or cocktail dress.
Consider these stats as proof:
- 54% of people use social media to research products
- Facebook users click on 12 Facebook ads every month
- 200 million Instagram users visit at least one business profile every day
- 80% of people on X (formerly Twitter) have mentioned a business or brand in a tweet
With so much product research and purchase intent, it’s no wonder social media is a lead generation powerhouse.
Social media platforms are designed for lead generation
Social media platforms make their money from advertising. So it benefits them when your social media lead generation campaigns are successful. That’s why just about every significant social media platform has baked-in tools and technology to help you gather leads.
For example, there are social media ads designed for the sole purpose of collecting people’s contact information. There are high-profile places to add links to your web pages. And there are tools to track your progress—all built into the social media apps.
7 Ways to generate leads with social media
- Optimize your profile. Your social media profile is the first impression you make on potential leads, so make sure it’s a good one. Fill out your profile completely with a clear bio, a high-quality profile picture, and a cover photo that represents your brand. Include a link to your website or a lead capture form in your bio.
- Post engaging content. The key to social media lead generation is to create content that your target audience will find interesting and valuable. Share a mix of content formats, including blog posts, infographics, videos, and images. Use social media listening tools to find out what topics your audience is interested in and tailor your content accordingly.
- Post at the right time. There are certain times of day and days of the week when people are more likely to be active on social media. Experiment with different posting times to see what works best for you.
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Create deal-closing landing pages. When you run a social media campaign, you’ll need to send people to a landing page where they can convert into leads. Make sure your landing pages are optimized for conversions with a clear call to action and a short form to fill out.
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Invest in lead ads. Social media advertising is a great way to reach a targeted audience with your lead generation message. You can target your ads by demographics, interests, and behaviors.
- Offer a lead magnet. A lead magnet is a free piece of content that you offer in exchange for someone’s email address. Lead magnets can be ebooks, white papers, checklists, or webinars.
- Show appreciation to your followers. It’s important to show your appreciation to your followers for their engagement. Respond to comments and messages promptly, and thank people for sharing your content. By showing appreciation to your followers, you’ll build stronger relationships with them and encourage them to become leads.