6 Ways to Use Social Media for Lead Generation

6 Ways to Use Social Media for Lead Generation

Successful social media marketing requires more than creating a page or profile on a social media channel and publishing some random posts. Social media is a great tool for lead generation. And you will understand how you can use it when you’ve finished reading this post.

Social media marketing begins with making connections, building relationships and brand awareness. But there are several strategies you can use start generating leads to fill your funnel with prospects to convert into buyers.

Assuming you’ve done your pre-work and you know who your ideal client is, what their interests are, what their pain points are and which social media channel(s) they hang out on, it’s time to start generating leads.

Try one of more of these strategies that to transform your social media accounts into lead generating machines.

Build List with Gated Content: Gated Content consists of content offered that interested parties can access in exchange for an email address. This is also referred to an as opt-in offer.

Your Signature FREE Offer is a way for people to “sample” you and what you have to offer. Your Offer should be content that aligns with your ideal audiences’ needs or interests that they will find valuable. It can be content to read, listen to, or to watch.  Types of content that works well are checklists, brief guides, lists, audio files, or video files that provide information, tips, techniques, tools, etc.  Lengthy reports are no longer sought after for those in most industries. Today, it’s all about quality, not quantity.

Once you’ve created your Signature Free Offer, start promoting it on your social media channels. If you haven’t created your Offer yet, you can start building your list by offering your fans and followers a way to subscribe to your ezine or newsletter.

Share information about your opt-in form and the link to it in your social media posts. You can also include your opt-in offer and link in the bio section of your social media account(s).

Talk about your ezine/newsletter in your social media posts or status updates and give your fans an easy way to subscribe to it by sharing the link to the opt-in form.

Getting subscribers is the start of the lead generation process. Subscribers who are also your ideal clients are great leads. Some may purchase from you quickly, but be prepared to continue providing valuable content to nurture most of your subscribers. And that’s ok, because if they stay on your list and are interested in what you offer, you have the opportunity to stay top of mind with them. There are some who will stay on your email list for several years before making a purchase.

Email marketing is still one of the most influential mediums for building strong relationships with new and existing customers. With all of the ways you can publicize your Signature FREE Offer, newsletter and your opt-in forms on social media, don’t overlook getting those sign ups to build your list.

Use Facebook Tabs: You can install your opt-in form for your Offer or your ezine/newsletter directly on your Facebook Page using the Page Tab feature. Facebook makes this a user friendly, painless process and it’s free.
You can also set up other Facebook Page Tabs to publish information about your services, products, promote special offers, sales, and discounts or coupons.

Create, Curate, and Publish Great Content: Avoid using random content on your social media channels. There is a lot of competition for your ideal clients’ time and content that doesn’t interest them will not attract them or make them hang around long enough to become loyal fans.

Develop a content creation plan to help schedule writing your original content. If you do this, you’ll have content on hand and be ready to go, based upon the posting schedule you’ve defined.  And, you’ll be less likely to post something random if you are pressed for time.  Once you understand what your prospects and clients want and need, it will become easier for you to create the type of content that appeals to them.

Share your best original content and the best content of others that your tribe will find interesting. You can also share information and links to your sales pages.   Show your expertise – become the go-to person in your field because that will also help you generate leads.

Host Facebook Livestreams: Are you launching a new product, service or program? Why not host a Facebook Live to announce it? You can discuss a topic that relates to what you are launching in the same Livestream. Provide links to your sales pages in the your Livestream Comments.

Extra Bonus Points for also including your opt-in form link for your Signature FREE Offer in the Comments section of your Facebook Live.

Host A Contest: This can be a great strategy depending upon your industry, the prize, and how you structure it.
Contests have been very popular on Facebook and they can generate brand awareness, engagement and leads.

The downside of this strategy is that unless the prize awarded is specifically created or designed to align with your ideal audience instead of targeting large groups of people who are not your ideal audience, you may find the leads generated with this strategy disappearing after the contest is over.

Social Media Ads: You have great content and a wonderful new program or service to launch, but the traffic on your website and your social media channel is low. This could be the time to break open your wallet and pay to play.  Social media ads are a great way to promote your business, your offerings, your sales, launches, etc.

Facebook has an ad management tool to help you define your demographic to target your audience with laser-like precision. The other popular social media channels, like Twitter, LinkedIn, and Instagram, offer options to advertise there too.

You should know whether your target audience is on the social media channel where you plan to use ads BEFORE you spend time and ad dollars there.

Running an ad with your opt-in offer can help you build brand awareness and while building your list.

Get familiar with and use all of the features offered on the social media channel where the focus your marketing efforts is to generate leads.

Have you followed me on Social Media? 

I share some great info and tips there. 

You’ll find the social media channels I’m active on below.  Let’s connect! 

Finding A Winning Formula for Your Social Media Content

Finding A Winning Formula for Your Social Media Content

Social Media Marketing has many moving parts. It’s easy to be confused about what type of  content is best to share on social media. 

 

Over the years that I’ve been providing marketing services, I’ve been asked a couple of common questions frequently.   The questions relate to the type of content that should be posted on business pages and profiles.

Those questions are:

  • What type of content should I post on my social media business Page(s)?
  • How much of the content that I post can be used to promote my business?

Generally speaking, your social media content should do these things:

  • Be Engaging – your posts should be of interest to your ideal audience and entice them to Like, Comment, and/or Share it. This is where you can build brand awareness. You need to be clear about who your ideal audience is and depending on your audience, there may be some creativity needed to make your posts interesting to your tribe.
  • Be Share Worthy – Sharing other’s business posts can be beneficial to you too.  Some business page owners will reciprocate by sharing your posts, giving you a shout-out on their page or a retweet.
  • Promote (Your business and offering) – Share information about your business, your values, your services and products, your events, etc.  You’ll want to keep your tribe interested in what you are sharing so they will pay attention when you do post promotional content.

Ultimately, the content you post on social media should be what your ideal audience wants to see or read. For many, this can take time to learn the content they like most and what they will engage with. You’ll have to test your posts and monitor them to learn which ones are the best performers. Find your best and worst performing posts by reviewing your insights on your social media account(s). You’ll also need to posting content consistently.

There are several formulas that are thought to be the gold standard for maintaining balance of the content you are posting on social media. Any one of these have been used for years by a variety of industries. The common thread is that all of them emphasize keeping your promotional posts to a minimum.

Does that seem odd to you? You are using social media to market what you sell and to increase your sales, right? And now I’m telling you about formulas that limit the amount of promotional content you post on social media about your services, programs, products or events. 

The reason for keeping a low ratio of promotional posts is because most people get bored with those who consistently talk about themselves, what they do, what they are selling. For most businesses, this overly promotional approach can be a real turn-off to even the most loyal fans and followers. If you are doing this, be prepared for some people to scroll past your posts and ads when they see them in the newsfeed.  

Think of it this way…When you have a real-life conversation with someone, do you talk only about yourself?

Remember it’s called “Social” Media, not “Selling” Media. The point of social media marketing is to build relationships and trust. 

There is no hard and fast rule for striking the perfect balance of the content you post. Businesses that use social media for marketing will have different strategies, their target audience may have different demographics, and their industry could require a different content mix.

The Formulas:

The 70/20/10 Formula:

  • Engage: 70% of your content should add value and help you build your brand. Post content to educate and entertain your ideal audience; posts that will encourage your fans & followers to engage using Likes, Comments, and to Share them.
  • Share: 20% of your content should be from other sources such as industry news or relevant content from others, including posts from those in complementary business. Examples include articles, social media posts, etc of others that your audience will love and will engage with.
  • Promote: 10% of your content can be promotional. Include your offers and information about (including links to) your packages, discounts, sales, events, ads, etc.  This is content about what you are selling. 

The 60/30/10 Formula:
Similar intent as the 70/20/10 with a slightly different formula

  • 60% of your posts should engage your audience.
  • 30% of your posts should be content of others that you share. It works well to share posts of complementary businesses, not your direct competitors. Industry news that is relevant to your brand or your target audience is good to share too.
  • 10% of your posts should or can be promotional. 

The 80/20 Formula:

  • Engage: 80% of your posts should be informational, educational, and entertaining. Can be a mix of your original content and posts of others that are relevant to your tribe.
  • Promote: 20% of your posts can be promotional content about your business and offerings. 

The Rule of Thirds:

  • Engage: 1/3 of your posts should be engaging, educate and entertain your tribe.
  • Share: 1/3 of your posts should be content of others that you share, see above examples.
  • Promote: 1/3 of your posts can be promotional content about your business and offerings. 

There may be a few others with different ratios but with similar intent. 

What I’m sharing with you is offered to help you find a good starting point to develop the best content mix on social media that will help keep your target audience interested. Pick one of the formulas to start, then tweak the ratio of the different types of content based upon how YOUR tribe responds. Depending on your industry, your ideal audience and based on the results you are getting on your posts, there may be a need to tweak the formula. Check your insights monthly to review how your posts are performing.

Recommended Tools and Procedures:

Create and/or use a strategy and a plan that includes your social media goals.  Your social media goals should be  tied to your business goals.

Create a content marketing plan about what you are going to share on social media and calendar when you plan to share each piece of content. Make sure to include all of your events, product launches, speaking events, and their corresponding dates in your planner calendar.

Use your content marketing plan with a social media planner/calendar to map out the exact content you plan to post, when you are going to post it and the social media channel you will share it on. 

Get into the habit of reviewing and recording your insights on your social media accounts or via 3rd party apps monthly. Adjust the ratio of your content and the type of content as needed.

If you found this blog post helpful, follow me on social media to get more tips and info about social media and other marketing topics. 

Has it become a challenge to find enough time to market your business consistently?  Get clear on where you focus should be and options available to you to be more efficient and effective.

Schedule your Discovery Call today – click here.

Top 10 Benefits of Using Social Media for Marketing

Top 10 Benefits of Using Social Media for Marketing

Are you a business owner who doesn’t use social media as a part of your marketing plan?

Social media has become an extremely powerful marketing tool for businesses, large or small.  While many users who hang out on Facebook are there to stay connected to their friends and family, savvy business owners learned early how effective marketing there can be.

Those who have been successful marketing on social media understand the importance of including it into their strategic marketing plans.

Two important factors are stimulating the growth of social media users.

    • Easy Access: There are more people accessing the internet via mobile. Improved connectivity of mobile devices has provided a way for people to access social media accounts frequently.
    • Mature Adopters: There are more active users on social media in the 45-64+ age bracket.

For those who think their customers and clients can’t be reached on social media, here are some numbers that may surprise you.

    • Facebook, the behemoth of social media platforms, currently has over 2 billion active users each month, worldwide. [1]
    • You Tube currently has just under 2 billion active users monthly. [1]
    • Instagram active users monthly is just over 100 million. [1]

So, what can marketing on social media do for your business?

First of all, you need to understand that creating social media Profiles and Pages with a few random posts will NOT help you achieve your business goals. There are a several preliminary steps that should be done such as researching to learn which social media platform(s) your ideal audience hangs out on.  You need to have established goals that you want to reach using social media for marketing and those goals should be aligned with your business goals.

Once you’ve completed your research establish goals, you should create strategies and a plan to reach them.  And you should know your ideal audience well enough to know what interests them the most because these are the people you will want to engage with, so you will need to post content they find valuable.

If you are not convince that marketing on social media can help you reach your business goals, some of the benefits are outlined below.

1)  Build Brand Awareness: A brand is more than a logo, a color palette or a specific font. When building your brand, you are actually building your reputation. The point is for people with no prior knowledge of you, your business or your offerings to begin to recognize you and learn how you serve your customers. It’s not a one and done task. It takes time to cultivate recognition and consistency is key to stay top of mind with your fans and followers.  Here is one area where the preliminary research, creation of strategies and plans will help you. helps you 

Make sure your messaging will appeal to your ideal audience and your content is valuable to them.  And, remember to put “social” into your social media marketing. Take the opportunity to answer questions, respond to comments left on your posts and engaged with your fans/followers timely.  Brand awareness is the best way to warm your audience and get increased exposure to help you start generating leads using social media.

2)  Increased Website Traffic: Social media can help you drive more traffic to your website. Share an excerpt of you best blog content with a link back to the blog post or share content from a page on your website with the URL in your social media posts and ads. Create content about your products or services with a link back to your sales page on your website. You can also offer giveaways and freebies with a link back to the webpage where they can be accessed on your website. Here’s another good reason to have great content on your website that is visually appealing, easy to read, and easy to navigate.  It helps to capture your viewer’s interest.

3)  Generate Leads: Social media offers several ways to generate leads. One of the most popular tactics is an “opt-in” where you offer content or a session in exchange for the readers’ contact information/email address. Your social media post can include info and a link to your opt-in form that will give the subscriber access to the “gated” content after they complete and submit their contact info. If your content is valuable and relevant to the those who opt into your email list, they will likely stay on your list. This gives you the opportunity to continue nurturing and educating them on your business, how your products and services solve their problem, events, etc.  Some people your list will be interested in your offerings quickly and some people will need to be nutured for years before buying.  But having them on your list helps you stay top of mind with them. You can also display your opt in form directly on your Facebook Page, on one of the menu tabs.

4)  Boost Sales: Most experienced marketers understand there is no overnight success with social media marketing that will result in making a lot of money.  Making new connections,  building relationships, establishing credibility and cultivating trust takes time and these are key factors to convert your fans/followers/prospects into buyers.  But once you have built a tribe of raving fans, you can boost sales volume by promoting your offerings on social media, via posts with organic reach and/or with social media ads.  And when your tribe shares your promotional posts, your reach expands exponentially. 

The majority of business owners who report success with increasing sales volume using social media marketing create campaigns to use with targeted ads, retargeting tools to remind the viewer of their previous interest in their offerings and sales tracking tools to help them manage the sales process.

5)  Cost Effectiveness: Many small businesses are strapped for cash and haven’t included advertising dollars in their budget. Traditional advertising like print, radio and TV ads can be priced out of their reach. Social media platforms have made it possible for business owners to create business profiles and pages to start building interest for their business, get exposure, share information about their business offerings and to start engaging with their prospects and customers – all for FREE.

6)  Positioning as Expert: Be the go-to person for answers and ideas on social media to establish your credibility in your niche or industry. This will also help you build a loyal fan base and is an excellent way to build consumer trust.

7)  Competitive Research: If you are in business, you need to be aware of what your competition is doing, what’s working for them and what’s not working. Social media provides a way to learn what people are saying about your competition and it can provide a way to discover gaps in their services or products that you improve upon to attract customers.  Tools are also available to help you analyze the performance of your competitor(s).

8)  Stay Informed of Industry News: Everything moves faster online. Social listening can help you learn about changes to your industry or hot topics quickly.  You can also learn about industry news of those you serve.  This will allow you to react faster to changes that will affect your business.  Some changes could be relevant to share with your fans and followers if they will affect their business and if they are factual.

9)  Targeted Ads: – Social media ads offer targeting options to help you reach the right audience with ads that are within the budget you determine. It’s important to know who you are targeting and what your goals are before you start using social media ads. Most business owners have found social media ads to be more effective than depending on organic reach and that they are less costly than print ads. Social media ad campaigns are also a great way to increase reach to your prospects, get more exposure for yourself and what you offer, and to entice your audience to access your sales pages and links. Facebook makes it possible to create highly targeted ads to help reach your audience.

10) Customer Servicing:  Businesses large and small have begun to realize the importance of customer care on social media.  Customers  want to be heard if they have a bad experience with a brand.  It’s becoming the norm for customers to talk about their experience with a business, positive or negative, on social media.

Large companies that routinely provide customer care on social media use separate accounts for servicing, hashtags, and strategies such as processes to provide excellent service and building customer advocate teams.  When someone posts about a bad experience, their customers acts as advocates; they recall and post about positive experiences they’ve had with the brand to mitigate the negative comments. 

Small business owners are integrating live chat on their websites to let prospects and customers send questions or information about help needed at any hour and they respond via email during their normal business hours.  If customers send you messages through your social media accounts or post on your social media accounts about their experience with your company, you should respond positively and as quickly as possible.  If their comments are negative, don’t agree with a disgruntled customer online.  Invite them to talk about the problem in an offline conversation.

This list above is not all inclusive but it covers many benefits that business owners should consider if they aren’t using this form of marketing. Social media is definitely here to stay and its number of users continues to grow.  It’s no longer reasonable to assume that your customers are not using social media in some way. 

If this form of marketing will fit iin with your overall marketing plan, identify one platform where your ideal audience hangs out and give it a try.

The most important thing to remember is using social media for marketing purposes is not a get rich quick scheme. Success with this form of marketing requires time, planning and effort to implement the tactics you’ve defined to reach your business goals.

 

[1] Statista https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/

If you have more questions about using social media for marketing your business or questions about a specific social media platform, I’d love to help you.

If you need answers now, schedule a session with me by clicking here.

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