Whether you operate in B2B or B2C, social media is one of the best tools for lead generation.
Today, people spend an average of 151 minutes per day on social, providing businesses with fertile ground for building meaningful relationships with prospects. With targeted marketing strategies, these connections can solidify over time, generating tangible conversions.
In this context, we have identified 5 key strategies for 2024 that you can adopt to maximize the use of these channels for lead generation.
What are social media leads
Before we delve into the new strategies, let’s give a clear definition of who social media leads are.
Social media leads are potential customers who have shown interest in your business or product through social platforms.
Interest can manifest itself in various ways:
- Through filling out a form on a landing page linked to your profiles.
- Sending a direct message to your company for information on products and services, prices, and quotes.
- Request for a call with you or your sales team.
These contacts are valuable because they come from platforms where people spend a significant amount of their personal time. As a result, they are more receptive to direct messages, which makes them more likely to engage with your business.
5 winning approaches to doing lead generation on social media
In an increasingly dynamic social media environment, it becomes crucial to adopt innovative approaches to obtain high-quality leads.
For this, we have identified 5 methods to integrate into your strategy:
- harnesses the power of User Generated Content
- Organizes contests and giveaways to establish a direct connection with prospects
- Launches lead campaigns to targeted audiences
- Organizes live sessions, live streaming and online events
- Integrates artificial intelligence and chatbots into strategy
1. Capitalize on user-generated content (UGC)
“UGC“(User Generated Content) refers to user-created content about your brand or product. This can be in the form of reviews, photos, videos or even testimonials.
User Generated Content can be considered a cross-cutting element within the marketing funnel, as it is able to influence users at all stages of their decision-making journey.
In fact, reviews, photos and videos can increase brand awareness, capture users’ attention and present them with what the brand offers.
As we get closer to the bottom of the funnel (and thus final), this powerful tool becomes even more effective in pushing potential customers toward conversion. Testimonials dispel doubts or concerns and persuade users to act as desired, whether it is to purchase or request more information.
2. Contests and Giveaways: from mere followers to contacts
Two effective approaches are the contests e giveaways, especially ideal for B2C activities.
In the case of contests, participants may be asked to provide their contact information as part of the entry process. In Giveaways, companies usually require subscribing to a newsletter or following the brand’s social profile to enter the prize draw.
In both cases, this contact information allows the brand to establish a direct relationship with the target audience and guide them through the sales process.
But what are the main advantages?
- They increase engagement through gamification, an approach that turns online interaction into a fun and engaging experience. This method uses playful elements such as challenges, scores, and rewards (coupons, discount codes) to actively incentivize participation.
- They simplify data collection by asking users to provide contact information, such as email address, or follow the brand’s social profile in order to participate.
- They provide opportunities for ongoing interaction. Once participant information is obtained, it can be used for future marketing activities, such as sending targeted communications or conducting social media advertising.
These strategies gain added value when enhanced with influencer marketing, which allows companies to amplify their message through prominent figures in the online environment.
3. Launch Lead Ads campaigns to targeted audiences.
Social media ads, with their extraordinary precision in targeting, directly reach the desired audience based on demographics, interests and behaviors. This advanced profiling capability makes them extremely effective tools for lead generation.
With eye-catching campaigns with engaging images and compelling CTAs, you can directly influence your target audience to provide your contact information or engage with your brand.
This type of strategy not only increases the visibility of the company’s offerings, but also directs traffic to desired destinations, such as a registration page, website, or product showcase.
Platforms such as LinkedIn, X (formerly Twitter) and Facebook also offer ads specifically for lead generation. This type of ad is specifically designed to allow businesses to target their ideal audience and collect leads directly through the platform.
What distinguishes these ads from traditional advertising campaigns is the ability to fill in the required data directly on the channel itself, avoiding the need for external redirects or separate forms.
This simplifies the process for potential clients and increases the likelihood that they will provide their contact information.
But how do you select your target audience? Find out with our article:
How to reach your target audience online!
4. Go Live: organizes live streaming and online events.
Organize live sessions allows direct interaction with the audience in real time. Many social platforms such as TikTok, Facebook, and Instagram offer this possibility, but its effectiveness stands out especially in the b2b marketing on LinkedIn, perfect for demonstrating industry expertise and fostering business-to-business networking.
These sessions include various formats, such as discussions, product demonstrations, behind-the-scenes previews, and Q&A sessions. During live events, companies can actively engage users through fresh and immediate content that captures attention.
However, the effectiveness of live sessions is not limited to engagement and awareness. Through well-designed strategies, viewers can be encouraged to share their contact information by promoting lead magnets such as downloadable content, guides, or whitepapers and asking viewers to register to access them.
These tactics allow you to gather valuable information that can be leveraged to initiate lead nurturing and conversion activities.
5. Take full advantage of artificial intelligence and chatbots
Chatbots based onartificial intelligence are a great way to generate leads: they are automated, ask contextually relevant questions, and are useful if you want to qualify leads at scale.
In addition to increased operational efficiency, major benefits include:
- Automated lead qualification: chatbots are programmable to ask contacts specific questions in order to qualify them. For example, they can ask about their interests, budget or specific needs. This allows marketing efforts to be focused on the most promising leads.
- Personalization: thanks to artificial intelligence, personalized recommendations can be provided based on needs and preferences. This helps guide prospects along the path to purchase and improve the likelihood of conversion.
- More preciseaudiencesegmentation : AI can analyze social media data to identify the most promising segments for lead generation. This allows for more targeted targeting of marketing campaigns and better results.
- Conversation monitoring: through social listening, potential prospects can be discovered for lead generation. For example, chatbots can be trained to detect when people are discussing needs or problems that your product or service can address, allowing you to take proactive action.
For your social media lead generation strategy, why should you turn to professionals?
In addition to being constantly up-to-date on the tools and platforms available, it is critical to know how to use them effectively to maximize ROI. An integrated strategy is needed that includes a thorough understanding of the marketing funnel, consumer psychology and industry trends.
In addition, it is essential to consider that social media lead generation is not only about quantity, but also about quality. It is important to focus on acquiring leads that are genuinely interested in the products or services offered, so as to maximize the chances of conversion.
However, understanding trends effectively can be a complex challenge for many companies. In these cases, partnering with an experienced communications agency in the field of social media can be the key to achieving optimal results.
At Isola, we can offer not only in-depth industry knowledge and best practices, but also specialized resources and expertise to guide and implement lead generation strategies successfully.
Do you want to optimize your lead generation strategies? Discover our service of Social Media Management. Or contact us, we will propose a customized strategy!
