Beautiful brand images and lively language? Check. A substantial social following on the channels most important to your industry? Check. Leads come through? Check and punch.
What's next? Optimize your lead generation on social media so that even more of your engaged audiences are converted into customers and customers.
Social media lead generation is the process of converting brand awareness and interest into visitor actions, e.g.
- Sign up for your weekly newsletter
- Access to an e-book or white paper
- Sign up for a free trial of your service
- Participation in a virtual event
- Engage with a chatbot
People who take one of those first steps are more likely to take the next and the next. You have shown a more than temporary interest in your products or services and can develop into high-quality, qualified leads – provided that you build trust and offer really helpful content.
Tools for retargeting social media ads
Social media ads are a must for any business. You're already using them to drive brand awareness across platforms and then target ads to people who visit your website. However, generating more general leads requires targeted social media ads that are segmented to accommodate specific interests or vulnerabilities.
Image source: IBM Cloud
For example, realigned ads for visitors to B2B websites who have studied getting started guides should be different from ads for visitors who have studied more complex topics. Tools to help you dive deeper and segment website visitors for retargeting:
1. Google Analytics – – By tracking inbound leads generated through social media, you can quickly determine which social platforms are best for your business and which messages and images are most effective for your audience.
2. Custom Facebook Audiences – – The platform allows you to target custom audiences through website visitors and people who have already dealt with your Facebook ads. In order to track website visitors for targeting customization, you need to add Facebook pixels to your website. Once you've installed Pixel, you can create retarget ads for people who have visited a specific blog post or product page.
3. YouTube Audience Manager – – This is a great way to create sequential retarget ad campaigns for specific audiences. The first step is to link your YouTube channel to your Google Ads account. You can then use Audience Manager to create audience lists of people who have viewed a specific video or channel page.
4th LinkedIn Showcase and Related Pages – – Regardless of your company page, specific product offers and initiatives are presented on presentation pages. They are featured on your main page, but have different audiences and their own followers. For example, IBM has a presentation page for IBM Cloud (pictured above) with nearly 180,000 followers interested in keeping up with this service.
5. Custom Twitter Audiences – – Segment your target audience for retargeting campaigns based on website or app activity. Your custom audience must be greater than 100 Twitter users to trigger retargeting.
6. Custom Audience for Instagram Engagement – – Create custom audiences based on website activity, shares, and likes, among other things. Instagram also aligns seamlessly with Facebook, the parent company.
7th AdRoll – – This company is known for its retargeting options, including detailed audience segmentation and exclusions triggered by certain parameters. No more flooding customers with ads or submitting an ad for a product they bought yesterday.
8th. Perfect audience – – Perfect Audience is an affordable retargeting option for smaller businesses that need to keep the process efficient and simple.
Conversation landing pages
Nobody puts the chatbot in a corner (bottom left). At least not on conversation landing pages. Visitors have more control over the experience as they can get instant answers to their general questions and choose their next steps from several options offered by the chatbot.
Image source: Landbot
Conversation landing pages are great options for freemium tool pages, complex product pages, and product training login pages. They are particularly popular for B2B landing pages because of the complexity of the topics compared to e-commerce.
9. Landbot – – With this chatbot platform you can create a customized landing page for conversations. Coding knowledge not required. The chatbot guides visitors through the “choose your own adventure” prompts so they can get the answers they need.
Video lead generation tools
Engaging, polished, and informative videos are powerful lead generation tools. You can answer customer questions before they are asked and clarify your value proposition for visual learners.
Image source: Animaker
Videos can help you get attention and learn about social media ads, landing pages, and product pages.
10. Biteable – – This program reduces the intimidation factor of video and animation production. Your homepage offers the possibility to create professional videos "during your lunch break". The top tier plan allows for collaborative editing, production support, custom branding, and access to 1.8 million non-watermarked images and clips. Make sure you add closed captions to make the video accessible – and for those watching social videos with the sound off.
11. Animaker – – Animated videos attract attention and can be less expensive than producing live action videos. Animaker optimizes the process for companies with their company option.
12. Shakr – – This video creation technology for startups and global corporations includes A / B testing, creative services, and assistance in setting up video ad campaigns.
13. Magisto Video Editor – – An online video editing tool that uses AI to highlight the most emotional moments in your footage so you can create videos that connect and inspire.
A / B and multivariate testing tools
Changes, small and large, to your landing pages and social media ads can affect or affect a campaign's lead generation success. When you A / B testing, you test two different options to see which do better. You can test the design of an entire landing page or a single element like a form or a CTA.
Image source: HubSpot
Multivariate tests are more complex and measure the effects of several subtle changes on a web page. Here you can test different copy options for your landing page H1 and the CTA to see which combination is most effective for lead generation.
14th Optimistic – – This company is all about digital experimentation, making it a strong partner for A / B and multivariate testing. You can run both styles of testing with the Optimizely Web Experimentation tool, but only A / B testing with Optimizely Performance Edge.
15th HubSpot – – With HubSpot CRM, you can run A / B and multivariate tests to improve lead generation. Set up a landing page A / B test to see which option leads to more form filling. Or set up multivariate tests to see if a particular combination of copy and background color results in more downloads of a white paper.
Social listening and competitive research tools
These tools keep track of what people are saying about your business and your competitors' products and services. What do people like Where are your competitors lagging behind? This can help you optimize your ad and landing page copy to reduce frustrations and stand out from the crowd.
Image source: Sprout Social
16. Hootsuite Insights – – This tool allows you to keep track of millions of mentions across major social media platforms, as well as online forums, news, and review sites. You can keep track of the social sentiment related to your brand and industry keywords, as well as your competitors' social mentions.
17th Sprout Social – – The social media management tool provides a detailed analysis of the competitors in their Premium and Advanced plans. To compare the performance of your brand with that of the competition, Sprout Social divides the reports according to earned (organic) and own (brand-driven) content as well as social platforms. That way, you can expand what works and customize what doesn't.
18th BuzzSumo Competitor Intelligence – – This tool allows you to keep track of the content that works for your competitors as well as the content that is not enough. Use this information to create content, social campaigns, and landing pages that leverage topics of interest in your industry.
Social Graphics Tools
Original, vivid graphics draw attention to the feed. Here are a few tools you can use to create scroll-stopping images.
Image source: Word swag
29 Canva – – This easy-to-use design tool lets you create social media graphics with customizable templates or your own designs.
20th Word swag – – This one is for the font fanatics in the crowd. Use Word Swag to create social text graphics. You can even A / B test how your text-only ads perform against ads that mix images and text for lead generation.
Landing page optimization tools
Without a sharp landing page, your inbound lead generation from social media will be flat. You want your landing page to run smoothly, with information that is in line with the expectations you set in your social post, exact next steps, and the CTA button.
Image source: HubSpot
After filling out a form, don't forget about the personal thank you page that features a discount, related blog post links, or just a compelling or charming brand image.
21st HubSpot Landing Page Builder – The HubSpot Landing Page Builder allows you to optimize with one-click forms and dynamic content that changes based on how you visit the page (first-time visitors or returning visitors). With HubSpot, you can track inbound social media traffic and the performance of CTAs. A / B or multivariate tests also help optimize the page.
22nd Unbounce – – The landing page builder and platform help users create branded pages with a simple drag-and-drop interface. Unbounce specializes in SaaS, e-commerce and agency landing pages. The Social Ads solution allows you to create ad-supported landing pages and customizable forms to capture more qualified leads.
Lead generation statistics on social media
- 59% of marketers say social media marketing is one of the most effective tactics for improving the quality of lead generation. (Ascend2)
- 61% of marketers say lead generation is their biggest marketing challenge. (Hub spot)
- 67% of marketers say social media marketing generates leads. (Social media auditor)
- Approximately 96% of website visitors are NOT ready to make a purchase decision. (Marketo)
- You have less than 15 seconds to grab website visitors' attention before they leave. (Crazy egg)
- 72% of adults in the US use at least one social media platform. (Pew Research Center)
- 73% of adults in the United States use YouTube. (Pew Research Center)
- 69% of adults in the US use Facebook. (Pew Research Center)
- 89% of consumers buy from brands they follow on social media. (Sprout Social)
- In 2020, global digital advertising spending is estimated at $ 385 billion. (eMarketer)
- 56% of marketers say revenue from sales is the most useful metric for measuring the quality of lead generation. (Ascend2)
- 54% of marketers state that they continuously measure lead quality. (Ascend2)
- 66% of marketers say they generate social media leads with just six hours of social marketing per week. (Social media auditor)
- 74% of marketers with more than four years of experience in social media marketing say their lead generation skills have improved. (Social media auditor)
How to Measure Social Media Lead Generation
Analyze, adjust, repeat. It's a cross-strategy marketing mantra for good reason, and generating social media leads should be part of your analysis. Here are the essential metrics to track and analyze:
Click rate – This metric shows whether you are effectively segmenting the audiences for your social ads. When you talk to your customers' interests, questions, and vulnerabilities, your CTR percentage will be higher.
CTR is calculated by dividing the number of clicks on your social media ad by the number of ad impressions and multiplying the result by 100. This is your click-through rate percentage for a specific ad or campaign.
Exchange rate – This measures the number of people who took the lead generation action that is supposed to trigger your social ad, such as: B. Participating in your newsletter, downloading a white paper or requesting an offer.
Leads per channel – Knowing how many leads you're getting per channel can often tell you where your customers are most likely to engage and where to focus your social ad spend. However, if your campaigns aren't generating leads on platforms that are known to deliver results for your industry, you may need to A / B test or rethink your social ad strategy on that channel.
Form abandonment – If your form abandonment rate is high, there may be one too many information requests. Business contacts may hesitate to provide their full name, email address, company name, and cell phone number.
Leads to qualified leads – How many of the leads you generate through social media are really qualified? That is, they have successfully generated sales, or at least showed promise for future business. Divide Qualified Leads by the total number of leads and multiply by 100. To see any improvement, you may need to further refine your social media messages for your target audience to get the Qualified Leads percentage.
It's tempting to put your social media lead generation strategy on autopilot, especially if you're getting positive results. However, better understanding your target audience and fine-tuning your social ads can build trust, improve your lead generation, and significantly improve their quality.