This is an excerpt from a blog post, originally posted May 4, 2021, on bant.io.
There are hundreds of different marketing strategies for generating leads on social media. From Facebook ads to TikTok challenges, there is a strategy for any B2B or B2C business in any industry. But how do you know which social media platforms are right for you? And how do you leverage those platforms to generate warm leads? It’s easy to get sucked into the social media rabbit hole and waste hours on marketing strategies that don’t convert.
In this comprehensive guide, we’ll look at the top social platforms, what businesses they work for, and strategies for turning fans into warm leads for your business. Learn all about the fundamentals and types of B2B leads in our guide here.
What is social media lead generation?
Social media lead generation refers to the steps a business takes to get new customers from social platforms. If you’ve ever seen an advert pop on your social media, that is a business investing in social media lead gen – and you were the social media lead! Think of social media as the very top of the marketing funnel. Your goal is to capture their attention on the platform and then move them off it and into your sales funnel. At this point, you can nurture them until they become a paying customer.
Best Platforms for Social Media Lead Generation
There are dozens of social media platforms to choose from when it comes to marketing and lead generation. But that doesn’t mean they are all effective for all businesses.
Social media lead generation on Linkedin.
Great for: B2B businesses
Not so great for: Product-based businesses, visual brands
LinkedIn is the top paid and organic social platform for B2B companies. Around 82% of B2Bs report the most marketing success from LinkedIn. Since LinkedIn’s audience is made up of professionals, industry leaders, and company decision-makers, it’s an incredibly effective lead generation tool for B2B companies.
How to generate leads on LinkedIn
Optimize your profile with SEO in mind
Think of LinkedIn as a search engine. Whenever someone searches for a keyword in your industry, you want your profile to show up. You do this by adding relevant keywords throughout your profile. And speaking of profiles, make sure yours is filled out to make it look good in the eyes of prospective customers.
Post relevant content and updates
Like any social platform, you need to post regularly to stay top of mind of your potential customers. Choose a posting schedule you can stick to and share a mix of original content and industry news your audience will be interested in. Make sure to use hashtags when you post content, so it shows up for people who follow the hashtag but not you.
Join relevant groups and be active
Groups on LinkedIn are hubs of industry news where many senior business people hang out, share knowledge, and stay up to date. Find groups filled with your ideal customers and be active. Don’t focus on selling, but instead offer valuable insight and build a reputation as an industry leader in your niche.
Automate your outreach
If you’ve been on LinkedIn for any amount of time, your inbox is probably filled with cold outreach messages from people trying to get your business. You might get interesting notifications now and then, but you can tell that most of them are mass automated messages. It’s essential to automate outreach on LinkedIn, but personalizing your outreach will make you stand out and give a consistent stream of warm leads.
How to generate leads on Twitter
Great for: B2B and B2C
Not so great for: Brands that can’t commit to being active often
Twitter is the fastest-moving social platform. To convert leads, you need to give your audience a lot of persistent attention and be willing to be active more than other channels. Audiences on Twitter are usually in the early discovery phase and need to be convinced to convert into leads.
How to generate leads on Twitter
Optimize for click-through
Your ultimate goal on Twitter is to get people to click your tweets and go to a landing page or website. You do this by optimizing tweets for clicks:
Attach a high-quality picture
Add one to two hashtags of trending, industry-specific topics
Add a link to a valuable free resource
Add a link near the beginning of the tweet
The lifespan of a tweet is around 20 minutes, which makes it difficult to reach many people with each tweet.
Because of this, you need to post multiple times to be seen by more people. Posting just once a week will get your brand lost in the noise of Twitter.
Use Direct Message Cards
You’ll need a large following and be a Twitter Advertiser to make use of Direct Message Cards. But if you can use them, they are an effective tool for lead generation.
DM cards are Twitter’s way of keeping people on the platform rather than having them click a link and leave. They are handy for B2B companies that benefit from opening a dialogue with potential customers.
How to generate leads on Facebook
Great for: B2C and B2B (especially local businesses)
Not so great for: Businesses targeting the younger generation
Facebook is arguably one of the most effective social media platforms for lead generation. With more than 2.45 billion users every month, it has the largest population of any channel. It also has some of the best tools for marketing. Whether you have a product, service, or lifestyle brand, Facebook is a great marketing platform for lead generation. Younger generations are moving away from Facebook in favor of other media, which is something to keep in mind if you have a product aimed at a younger audience.
How to generate leads on Facebook
Optimize your profile
Your business page on Facebook needs to be filled out entirely and optimized for location. Do this by providing:
Your location and opening times
A clear CTA (shop now/call now/message now/etc.)
The last thing you want is someone finding your business on Facebook but not understanding who you serve or what your offer is.
Create clickable content
You need engaging content to get leads on Facebook. So make content that your audience wants to see. Remember, your audience isn’t usually on Facebook to buy; they are there to relax. To create content that evokes emotion and encourages them to share and save.
Each post should have a clear CTA. Whether you want your audience to like it, please share it, click a link, make sure your content is constantly working to build your audience.
Facebook lead ads
Lead ads are a great way to generate warm leads from Facebook. These are promoted forms already pre-populated with the contact information. When used with Facebook’s retargeting tools, these are an incredibly effective way to capture the information of interested customers and add them to your nurture funnel.
Social media lead generation on TikTok
Great for: B2C, influencers
Not so great for: B2B
With over 1.5 billion downloads and 800 million users worldwide, TikTok is a viral social media app with great potential for B2C businesses. This platform is much more geared towards B2C companies. Since the platform is only video-based, products are easy to promote, especially for younger audiences. Many major brands are already shifting significant chunks of their social media marketing spend to this platform. And even smaller businesses have shown how easy it can be to go viral on this app.
How to generate leads on TikTok
Ads are the quickest way to generate leads on TikTok and are designed to help brands showcase their products.
With ads, you can boost brand awareness, showcase new products, learn more about your target audience, and move users from TikTok to a landing page or website.
Add a clickable link in your bio
TikTok allows you to add a clickable link to your profile which is perfect real estate for getting more customers. This will enable you to drive traffic to your website, landing page, or email sign-up form where you can get users to sign up to your mailing list – putting them at the top of your nurture sequence.
Take part in TikTok challenges
Getting involved in TikTok challenges or viral trends is a great way to boost brand awareness and help your content go viral. Many small businesses have blown up on TikTok from 30-second challenges and have gotten millions of views from it.
Social media lead generation on Clubhouse
Great for: Established brands and businesses
Not so great for: New brands and start-ups
For those unfamiliar with the Clubhouse app, it’s a space to create chat rooms and forums with like-minded people. Users can join and make chat rooms focused on audio-only niche topics (no video involved). The problem is, it’s not easy to use Clubhouse to generate leads because it’s simply not geared towards social media marketing:
There’s no advertising
You cannot send direct messages (DMs)
Links are not clickable
This means you have no way of converting leads in the app itself. It isn’t easy to brand new businesses to gain traction with Clubhouse. If a user isn’t already familiar with your brand, it’s hard to make them engage.
How to generate leads on Clubhouse
But this doesn’t mean lead generation is impossible. It just takes a few extra steps:
Build a following on Clubhouse
It would help if you were strategic about the people, rooms, and clubs you follow. All should be within your industry and high-quality.
Collaborate with other brands and individuals
Align with other brands that are maybe more well-known and collaborate with them to build your following.
Add calls to action (CTAs) to bio
Although you can’t add clickable links, you can tell people about your business, add your website URL, or direct them to other social platforms to begin the lead gen sequence.
Give business announcements
Build brand awareness by posting announcements about your business. People will begin to see what you do, and you’ll be front of mind when it comes time for them to make a buying decision.
Social media lead generation on Snapchat
Great for: B2C, lifestyle brands, influencers
Not so great for: B2B companies
Snapchat is built for engagement. And because it has a younger audience, it’s a good option for B2Cs aimed at more youthful generations. Like Twitter, most Snapchat users are in the early discovery phase, and so your goal is brand awareness and building trust.
How to generate leads on Snapchat
Encourage your followers to go to your content
Snapchat is a great place to promote products, blog posts, videos, podcasts, eBooks, webinars, and other tangible content you want your audience to see. Although you can’t add clickable links in your snaps, you can add unique bit.ly links and encourage your followers to go and search them off the app. This is a less effective method than having clickable links on other platforms, but if your content on the app is engaging enough, it can work well.
Build other platforms
Snapchat is an excellent platform for building brand awareness, especially for B2Cs. But you’ll want to encourage your audience to follow you on other media where it’s much easier to engage and nurture them. Snapchat should never be your only platform when it comes to lead generation, and you’ll likely find other platforms work better. So regularly encourage your audience to go and see you on those other platforms by offering new, different content.
Show Your Product or Service in Action
As this platform is video-based, it’s a great place to showcase your product or service. And what better what to generate new leads than showing your audience what you can offer them?
Once you’ve optimized your social channels for lead generation, you’ll want to implement strategies to get those leads to take the plunge. There are hundreds of options available when it comes to generating leads on social media. The important part is choosing the right channel and focusing on several key strategies, rather than spreading your social media marketing efforts too thin.