Social media, right now, is more than just about posting your message and reaching out to your followers. Its role has evolved from being a simple communication channel to a very powerful marketing platform. You’ve probably heard about various ways to do marketing on social media, but do you know how to generate leads on social media.
Yes, social media is also a lead generation tool businesses can use to get quality prospects, particularly Facebook and LinkedIn. We’ll show you how to use some of the biggest social media platforms for lead generation.
1. Lead gen form ads.
This one is obvious. One-click lead forms are good for anything from signups to content promotion. This type of ad automatically pre-fills the lead form with the user’s data so they don’t have to type in all their information. You may choose to add more fields to the form if you’re looking for specific information. You can create up to 15 custom questions and select up to 12 fields.
The great thing about these ads is that you don’t need any landing page and they are easy to set up. All you need is a Facebook ad account.
2. Lookalike Audiences.
One of the advantages of social media is its ability to find other users that are similar to your target audience. Both Facebook and LinkedIn are equipped with this feature, making them the best lead generation platform for social media.
Facebook’s Lookalike Audiences feature is available for custom audiences, fans of your page, or mobile app data. The list automatically refreshes every 3 to 7 days as long as you are actively running ads to that audience. LinkedIn’s lookalike feature, released in March 2019, lets advertisers add additional targeting factors such as Job Title, Job Function, or Seniority to help you refine your search.
3. LinkedIn’s Account Based Marketing Lists
Account-Based Marketing, or ABM, is also one of the features that make LinkedIn a great lead gen tool. Aside from lookalike audiences, LinkedIn’s Matched Audiences lets advertisers target website retargeting, contact lists and account lists. This means that users can upload a list of companies and websites for matching.
4. Webinar and event promotion.
Another great way to get quality leads through social media is by hosting webinars and events. Hosting a webinar is a great way to engage with your target audience on a deeper level. Aside from the live webinar, you can also use the recording of the webinar for other marketing purposes. Events, on the other hand, is also a good way to engage with potential or repeat customers. You can easily get the word out using cold calling, email marketing, and social media marketing.
5. Share links to gated content.
Gated content is content hidden behind a virtual door or gate. If your gated content is interesting or valuable enough, the readers might be willing to give out their contact info in exchange for access. Gated content can take several forms, such as videos, case studies, webinars, white papers, ebooks, infographics, research results, or other valuable content. Among these types of content, whitepaper is the most effective.