As a small business, your main goal is creating revenue. To do that, you need clients; to get clients, you need to generate leads.
Generating high-quality leads also means getting your brand to the right people. To get your brand in front of the right people, you need a social media marketing strategy that gets your social media channels working for you.
Sounds simple enough, right?
Yes! In essence, it is simple.
However, it is more challenging than it sounds. Why? Because there are so many different social media strategies to choose from!
So, to help you out…
In this article, we will cut through the noise and explain the 9 best social media lead-generation strategies you can implement today to help you get high-quality leads as fast as possible in your business.
Let’s take a look.
In a hurry? Here is a quick rundown of the 9 best lead generation strategies for your business growth:
- Have a plan
- Optimize your social media profiles
- Create high-quality content
- Use social media ads the right way
- Make the most of ad retargeting
- Lean into social listening
- Practice social media lead nurturing
- Consider a referral campaign
- Reflect and revise your strategy
Social media lead generation can seem daunting, convoluted, and messy at first glance, and I know the feeling. That is why I have created a free masterclass that cuts straight to the chase and shows you exactly what to do. Be sure to check it out!
Why is a social media strategy important for my business?
Having a social media strategy for your business differs from just having social media for your business.
I know the word strategy is overused, but it holds great importance when utilizing social media for generating leads. To be successful, you need to have an effective plan in place.
Many businesses fail to capitalize on massive growth with their social platforms because they don’t have a strategy; they post content and then leave the rest up to the algorithm, hoping it reaches their target audience.
However, with the right strategy, you can control who your content gets in front of and what leads you wish to generate.
What are the 7 best social media lead generation strategies?
1. Have a plan
Having a specific set of goals will help you focus on what matters and where to focus your energy.
Do you want to get more sales leads, build a stronger brand, provide more value, and win more customers, or is it a combination of all these?
Most importantly, who is your ideal customer?
You can begin to dig deeper when you know more about your ideal customer (target audience).
How old is your ideal customer? Where are they located? What industry are they in? Are they business owners? What type of business do they own? How big is their business?
All of these are the types of questions you want to ask yourself. The more you know about your target audience, the easier it will be to form the rest of your social media strategy.
Check out ‘Step 1’ of my free masterclass training for a more detailed guide on how you can do this.
2. Optimize your social media profiles
As in real life, your first impression matters online too.
Picture this: You come across a fascinating social media post that piques your interest. It’s so intriguing that you can’t help but click on the profile of its origin. However, what you find on their page is a sight for sore eyes – outdated content, low-quality graphics, and inconsistent posting.
However, optimizing your profiles means more than just making them look pretty. Aim also to include relevant calls-to-actions (CTAs) where you can.
For example, you can add a lead generation form to your profile with Facebook. What is more, you can also link your landing page and sales funnel.
3. Create/share high-quality content
The secret sauce to generating leads on social media is providing value, building trust, and being at the forefront of your prospect’s mind. You achieve this by both creating and sharing high-quality content.
Creating high-quality and educational social media content establishes yourself as an authority within your niche. It shows your potential leads that you are knowledgeable, passionate, and, most of all, understand their pain points.
When creating your content, use video where you can. And, if you have a business blog, you can recycle content from there to use on your social media.
Additionally, sharing high-quality content is also a great way to stay at the forefront of your prospect’s mind.
Creating unique content for your business also includes taking and editing your own photos. Using a photo editor, you can put your own spin on images and make them more engaging for your audience.
4. Use social media advertising the right way
As you may have already discovered, there is a right and wrong way to run lead-generation ads on social media.
Instead of generating leads, you see your ad spend climb with no return. The only engagement you see are likes, likes are nice, but they don’t pay the bills.
Prevent this by running paid ads the right way by targeting potential customers likely to be interested in what you are offering.
When you have a good idea of your target audience, you can target their interests, buying behaviors, location, income level, and more.
For example, suppose you want to target high-net-worth individuals using paid ads. In that case, create targeted ads that pinpoint behaviors such as frequent flying, interests such as luxury items, and wealthy postcodes.
Furthermore, your ads should call out your audience, offer value, and contain a clear CTA.
For more on how to get leads and appointments on-demand using social media ads, click here.
5. Make the most of ad retargeting
Once you set up your paid ads the right way, you will generate a lot of interest.
People will be directed to your website from here, given that your call-to-action is on point. However, you will notice that they may disappear after that point.
It is worth noting that, often, people are distracted from taking action or need a little more time to think about making a purchase.
Enter ad retargeting.
With retargeted ads, you can target people interested in your website. You can even target people who tend to read and engage with your content but have yet to subscribe to what you’re offering.
As mentioned in my article on losing leads, it is essential to remember that a potential customer goes through a series of stages in what’s called the buyer’s journey.
There’s an awareness stage, a consideration stage, a decision stage, and a purchasing stage.
Try to design your retargeted ads for each stage of this journey to ensure you stay fresh within your prospect’s minds.
6. Lean into social listening
What is social listening you ask?
To sell on social media, you must understand how people interact with your brand.
You can do this by collecting engagement data. When you pay attention to this data and use it to guide your social media lead-generation efforts, this is called social listening.
With numbers and stats, you’re eavesdropping on what your qualified leads do and don’t like about your brand. This is invaluable information. From here, you can determine what is working and what isn’t—ultimately leading to more leads.
To do this effectively, consider an all-in-one marketing platform such as Kartra. This will allow you to track such data in one place, saving you the headache of juggling multiple different platforms simultaneously.
7. Practice social media lead nurturing
Unless you are listed on the Forbes 100, chances are people are yet to hear of your business, which means they need to build familiarity and trust with your brand before investing their hard-earned money.
Instead of pitching them for a sale immediately, adopt lead nurturing as your best friend.
But what is the next step if I don’t pitch a lead for a sale as soon as they are generated?
Well, why should a lead buy from you? Is it because you are knowledgeable within your niche? Or is it because you offer something your competitors don’t?
Instead of telling them, show them. There are a few ways you can do this.
For example, with educational content, you can show your leads you are knowledgeable.
By first focusing on developing rapport with your new leads, you will see tremendous success in your content marketing – to learn more about nurturing your leads into paying clients, click here to watch my free Masterclass training.
8. Consider a referral campaign
Consider a referral campaign if you want to double your sales leads.
Incentivize qualified leads and converted customers to refer you to like-minded individuals on their network.
You can do this by offering an attractive one-time offer for a referral.
For example, if you’re a financial advisor looking to get leads, you could offer a free financial planning book on retirement in exchange for a referral. You can then promote this idea with targeted paid advertising and organic posts.
9. Reflect and revise your strategy
Take some time to reflect on your social media lead-generation strategy.
Have tracking and analytics set up so you can review your numbers to understand your return on investment (ROI).
Comb through everything from conversion rates, engagement rates, and lead quality to your campaign’s highest-performing social media platform.
Here you can also look closely at what kind of leads are converting; this will help you better understand how to target leads with your paid ads moving forward.
What social media platforms should be in my lead generation strategy?
This will largely depend on your specific set of goals. With that being said, here are three leading platforms you should consider:
As a social media platform that has gained significant popularity over the past few years, TikTok can be an excellent addition to generating leads.
With its short-form video format, TikTok provides a unique opportunity to showcase your products or services creatively and engagingly.
TikTok also has a phenomenal organic reach.
Facebook is the world’s largest social media channel and has some of the best targeting options.
TikTok and Facebook ads work similarly, so if you master one, you master the other.
It’s worth mentioning that to get the best results on Facebook, you will need to invest in paid advertising. Organic reach won’t get you as far, unlike TikTok.
Watch this video for a visual of how you would use TikTok and Facebook in your strategy.
LinkedIn is a social media platform designed for professionals, making it an excellent place for businesses.
With over 875 million members, LinkedIn offers an excellent opportunity to connect with potential clients and partners.
LinkedIn Ads can also target your audience based on job title, industry, and other demographics.
As a free way to find prospects, you can also use LinkedIn Advanced Search.
By leveraging social media platforms effectively, businesses can build brand awareness, engage with potential customers, and generate quality leads that can become loyal customers.
Although simple in theory, generating leads with social media can be confusing. Using these 9 strategies, you can rest assured that you are heading in the right direction.
Each platform has unique features and audiences, making it essential to choose the right platforms that align with your business goals and target audience.
Remember to track your results and adjust your strategy to maximize your lead generation efforts.
You can watch my free masterclass here for more lead-generation strategies that expand beyond just social media.
Ashley Davis (or ‘Ash’ for short) is the CEO & Founder of Skyline Social. For over 15 years, he has been helping business owners with lead generation. Ash specializes in helping businesses get high-quality leads, appointments and clients each month in an automated, scalable and profitable way. You can watch his free Masterclass training to learn more.