Have you considered how you can use social media platforms like Facebook, Twitter and LinkedIn to generate leads for your business? Dayna Rothman will talk through the ingredients for social lead generation on each platform.
- [Instructor] When it comes to inbound marketing, social media is a very critical part of your inbound marketing mix. So next we're going to talk about generating leads with social media. Social media is more than just a brand-building platform. Social media is also a great platform for actually generating leads for your business. Because peer-to-peer recommendations are becoming more critical, leveraging the network of your followers is a fantastic way to generate more leads. So you really want to be thinking about social media as way more than a brand-building tool.
There are definitely very targeted ways that you can generate high quality leads for your business. There's four ingredients for social lead generation. So number one, make sure you have a high-value, compelling educational offer. A compelling offer is going to be really the key here to making sure that people are responding to you on social media. Number two, make sure that you have interesting copy with an eye-catching visual. This is true no matter what social media platform that you're using.
Interesting copy with a CTA and an eye-catching visual will really take people's attentions away from their personal feeds. Number three, a form to collect lead information. So make sure that you have a CTA, especially when you're doing paid advertising that leads to a form where a lead can then fill in his or her information. And number four, it's really important to have a combination of both organic and paid efforts. Organic efforts as in what you're naturally posting day-to-day on social media platforms and paid efforts are the different advertising that you're doing on each channel.
In order for your lead generation to be successful, you need to add paid to your organic social efforts. Paid social is the key to expanding your network. There's only so much that you can do by leveraging your own network organically. By putting a little bit of paid dollars behind different posts or ads, that's how you'll expand your network, and because each social channel today, has such fantastic targeting, you can really bring in the people that matter for your business. So what motivates people to share? So as you're thinking through what you're posting on social media, particular for lead generation, here are some different types of things that it has been shown to motivate people to share content across social channels.
So reputation enhancement, so are you posting things where that people when they share it can really enhance their reputation, so this might be sharing different educational content, so that when people re-share it to their network, they have this feeling of looking educated and on top of the trend. Make sure that you're providing value. People want to share things with other people that provide a high level of value. So exclusivity, people like to share things that seem exclusive to them, so maybe it's even an event invite or some type of special deal that you're offering for people just on social media.
Competitions and contests, so any type of competition or a contest that you might be able to post will cause people to share. And then altruism, so people always like to share things that are good for society and for their group of friends, and so if your company is doing anything that really stands out in this area, make sure that you're posting that because that will cause people to share. So now I'm going to go into each social network and talk a little bit about how to think through lead generation for that particular channel.
Sometimes disregarded by B2B marketers, Facebook can be an excellent way to reach a massive user base with compelling and visual content. The key to effective Facebook content is to find that right mix of business and personal. So what makes up the perfect Facebook post. So compelling copy, so making sure that you're saying something interesting in the space that you have. An eye-catching image, so everybody loves emojis, so this was a great place to have an image like this.
A CTA and a link to a compelling offer, So here the link goes directly to our blog post that we posted on emojis, so for us, this made sense for Facebook because again, emojis are really popular with our audience of marketers. Facebook is a personal social network, and so we thought that something on emojis would really prompt that type of sharing. And something with personality. Something that's fun. Something that is interesting. That's really what Facebook is all about, and if you are using that type of messaging in your posts, that will help people you know click and like it and really learn about your brand and allow your brand into their personal feeds.
So images are critical to success here. So for Facebook particularly, what I've found is that the more interesting and fun the image, the better things have performed. So what are the type of promotions that you can do on Facebook? So the one key type of promotion that we use frequently is Facebook promoted posts. So basically what that is, it's a regular post in your newsfeed that you put some money behind, and this can link out to a landing page, this could be a blog post, so on Facebook, you also have right-hand rail ads.
Things that you can promote for right-hand rail, you can promote your own website, so lots of companies will link back to their website like this line crime example. You can promote your own Facebook page. So a lot of people will put right-hand rail ads to promote their own Facebook page. Or you could of course promote a content asset as well. You can also do some retargeting in here with Facebook. So what are the different things that you should promote on Facebook? Content assets gated to a form, so this for lead generation is kind of the key here.
Event registration forms, so this is a great way to get your audience to sign up for either virtual or physical events. Videos, of course, perform great. Infographics, so visual pieces of content. Your blog, and actually another thing that I suggest on Facebook is to put a little bit of paid money behind your blog posts to help drive that traffic to your website and to drive those blog subscribes. Your website and your Facebook page. You can also promote your Facebook page to get more likes. So next let's go to Twitter.
So Twitter helps foster continuous and real-time relationships with lead and customers. Due to its newsfeed nature, Twitter is the ideal place for lead generation because you can post a wide variety of content consistently. So utilizing what's called the 4-1-1 rule for Twitter is a great way to determine your overall content cadence on the platform. So this was originally developed by Joe Pulizzi from Content Marketing Institute and says for every four educational tweets you post, so educational area probably content assets that you have created or content assets from other people, retweet one industry influencer, so somebody in your industry that's influential on Twitter, and then tweet out one promotional item, so this could be a straight up demo request a contact us, something that's very sales related.
So what makes up the perfect Tweet? You only have 140 characters, so you have to be very cognizant about what you're saying. There's different ways where you can like shorten different words to make it so that you can fit it in 140 characters, but the most important thing here is that it's interesting and compelling. You should have a clear CTA, especially if you're linking out to a form. Good hashtag usage is also an important thing. People will search in Twitter with hashtags, so whenever you can use a hashtag that's used by a lot of your audience that would be you know really a great way to get people interested in what you're doing.
And then imagery, Twitter also allows you to put images to your tweets and to your ads and so making sure you have compelling, interesting imagery is a great way to go with Twitter. So with a promoted Tweet, it's very similar to a promoted post. Essentially what it is is your taking a Tweet that you've tweeted out, and you're putting some money behind it to get some additional eyes and additional downloads on the asset. So Twitter lead gen cards are another way you can go.
So a lead gen card is a basic tweet with an image, and then there's actually a link where you can very quickly fill out a form automatically by what you've already entered into Twitter as your contact information, and then you can get the content asset. So next up, we have LinkedIn. So for B2B marketers, LinkedIn is a great resource for engaging with target accounts and decision makers. So what makes LinkedIn so unique is that people can actually go on LinkedIn to specifically talk about business and get industry news.
As a result, your posts often seem much less intrusive than say on a platform like Facebook that's used largely for personal use. So what makes up a perfect LinkedIn post? So similar to some of the other social channels, of course, clever copy, a clear call to action with a link, professional imagery, so this is one that's a little bit different than Facebook and Twitter, and I've done a lot of testing here. I've done testing of you know kind of that professional more business-related imagery versus the more fun imagery like puppies and dogs.
I've actually found that on LinkedIn the professional imagery worked better than something fun like a puppy or a dog because it is included in a feed that is largely professional, people do like the imagery to stay professional. And then educational content, so things that are a little bit more serious. I wouldn't say that like the emoji content would work great on LinkedIn, but educational blogs and educational e-books would work great. So LinkedIn Ad Targeting, so LinkedIn is really fantastic when it comes for targeting for businesses.
So this is my favorite platform when it comes to targeting because you can really toggle on so many different unique things. So you can use for target account ads or you know, general targeting. So I love doing target account ads through LinkedIn by account name, so basically, at my company and at a lot of B2B companies, you might have a list of target accounts. So this might be small lists of 30 or 40 or 50 or it might be much larger. You can actually upload the names of the target accounts into LinkedIn, and you can serve ads particularly to those specific accounts, and this is great because you can really customize your advertising on an account level.
LinkedIn targeting also you can do through email address. You have a much better chance of people signing up for LinkedIn with their business address, and then different firmographics, so you can target here based on anything like company size, industry, role, all different types of specifics you can use in LinkedIn for your ad targeting. So what are some different types of ads that you can do? So LinkedIn Sponsored Updates just like the sponsored posts. Basically you're putting a post on your own feed, and then you are putting some money behind it to increase impressions and clicks and conversions.
LinkedIn Ads, that's another type of advertising you can do. There's a variety of different ads other than the promoted posts that you can put on your feed. So another type of advertising you can do on LinkedIn is Sponsored InMail. Basically what a Sponsored InMail is is it's an e-mail that you're sending from your own LinkedIn account to somebody's else's LinkedIn account, but it's sponsored, so you are paying to enable the sending of this e-mail. But Sponsored InMail will land you directly in your prospect's inbox.
I would say that these are great but to use them sparingly and only when you have a really high value offer.
- Identifying funnel stages
- Defining key goals and metrics
- Deciding on an approach
- Building a lead generation plan and a team
- Aligning with stakeholders
- Choosing a lead generation technology
- Building attractive content
- Generating leads with blogs and social media
- Creating an SEO strategy
- Tracking ad performance
- Increasing visibility through events
- Using paid ads and direct mail
- Qualifying leads
- Measuring campaign effectiveness